diff --git a/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/IbdlGrWKvO8.srt b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/IbdlGrWKvO8.srt new file mode 100644 index 0000000000000000000000000000000000000000..a141e70c65c7d659c7b364e5638e05f535e5760b --- /dev/null +++ b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/IbdlGrWKvO8.srt @@ -0,0 +1,1879 @@ +1 +00:00:00,620 --> 00:00:03,720 +أَعُوذُ بِاللهِ السَّميعِ العَلِيمِ مِنَ الشَّيْطانِ الرَّجِيمِ الحمد + +2 +00:00:03,720 --> 00:00:07,780 +للهِ وَكَفى وَالصَّلاةُ وَالسَّلامُ عَلَى نَبِيِّهِ المُصطفى أبناء + +3 +00:00:07,780 --> 00:00:10,820 +الطلبة الأعزاء السلام عليكم ورحمة الله تعالى + +4 +00:00:10,820 --> 00:00:15,100 +وبركاته، ها نحن بفضل الله سبحانه وتعالى نلتقي مجددا + +5 +00:00:15,100 --> 00:00:19,160 +في مساق المحاسبة الدولية في ملحق الفصل الثاني في + +6 +00:00:19,160 --> 00:00:23,560 +المحاضرة المصورة السابعة بإذن الله سبحانه وتعالى + +7 +00:00:23,560 --> 00:00:27,200 +بعنوان معايير المحاسبة الدولية والـ IFRS + +8 +00:00:27,200 --> 00:00:31,800 +لإعداد التقارير المالية، كنا قد تكلمنا في المحاضرات + +9 +00:00:31,800 --> 00:00:36,340 +السابقة عن أهمية معايير المحاسبة الدولية والتي + +10 +00:00:36,340 --> 00:00:41,860 +صدرت عن لجنة معايير المحاسبة الدولية وعددها 41 + +11 +00:00:41,860 --> 00:00:48,740 +معيار، ثم قلنا في سنة 2001 جاءت تم تحويل اسمها إلى + +12 +00:00:48,740 --> 00:00:52,160 +مجلس معايير المحاسبة الدولية the International + +13 +00:00:52,160 --> 00:00:57,020 +Accounting Standards Board، وأصدرت مجموعة من + +14 +00:00:57,020 --> 00:01:03,900 +معايير إعداد التقارير المالية وعددها 17 معيار في + +15 +00:01:03,900 --> 00:01:08,680 +حين قمت بإلغاء العديد من المعايير وبقيت في معايير + +16 +00:01:08,680 --> 00:01:15,260 +المحاسبة الدولية IAS 28 معيارًا حسب آخر تحديث + +17 +00:01:15,260 --> 00:01:20,600 +للبيانات في تاريخ 18/3/2021، كنا + +18 +00:01:20,600 --> 00:01:25,280 +قد تعرضنا في المحاضرة السابقة للتعريف بمعايير + +19 +00:01:25,280 --> 00:01:31,210 +إعداد التقارير المالية الـ IFRS، وسنتعرف بإذن الله + +20 +00:01:31,210 --> 00:01:36,690 +في هذه المحاضرة للتعريف بالـ IAS the International + +21 +00:01:36,690 --> 00:01:42,310 +Accounting Standards، طبعًا احنا بنأكد مرة ثانية + +22 +00:01:42,310 --> 00:01:45,070 +بإذن الله ستكون هذه المحاضرة الأخيرة في هذا الفصل + +23 +00:01:45,070 --> 00:01:49,790 +وبالتالي نؤكد على ضرورة الاستعداد لاختبار قصير في + +24 +00:01:49,790 --> 00:01:53,130 +هذا الفصل بإذن الله سبحانه وتعالى، كما فعلنا في + +25 +00:01:53,130 --> 00:01:59,060 +الفصل السابق، كذلك نؤكد على أهمية معرفة المعايير أو + +26 +00:01:59,060 --> 00:02:03,140 +معايير المحاسبة الدولية سواء كانت الـ IAS أو الـ + +27 +00:02:03,140 --> 00:02:07,340 +IFRS، وقلنا الامتحان بيجي غالبًا عدد من معايير + +28 +00:02:07,340 --> 00:02:12,580 +الـ IFRS أو عدد من معايير الـ IAS، وممكن يجي سؤال + +29 +00:02:12,580 --> 00:02:17,080 +طبعًا احنا بنركز على المعايير الدولية سواء كانت + +30 +00:02:17,080 --> 00:02:19,340 +معايير الإبلاغ المالي الدولية أو معايير المحاسبة + +31 +00:02:19,340 --> 00:02:23,500 +الدولية، بنركز على دائمًا هدف المعيار، نطاق المعيار، + +32 +00:02:23,700 --> 00:02:27,240 +هدف المعيار يعني ليش نعمل المعيار، أما النطاق على + +33 +00:02:27,240 --> 00:02:31,060 +من ينطبق المعيار وعلى من لا ينطبق المعيار، كنا + +34 +00:02:31,060 --> 00:02:33,760 +نتكلمنا في المحاضرة السابقة أن سبب عدم تطبيق + +35 +00:02:33,760 --> 00:02:37,880 +المعيار هو أن معيار آخر هو لا يتطبق في هذه + +36 +00:02:37,880 --> 00:02:41,960 +الحالات، طبعًا سنستعرض بإذن الله سبحانه وتعالى الآن + +37 +00:02:41,960 --> 00:02:48,240 +معايير المحاسبة الدولية وهي 28 معيار حتى تاريخه، في + +38 +00:02:48,240 --> 00:02:52,620 +حين كانت قد صدرت 41 معيار، ولكن مع إلغاء بعض + +39 +00:02:52,620 --> 00:02:56,900 +المعايير وتحديد بعض المعايير أصبحت الآن 28 معيار + +40 +00:02:56,900 --> 00:03:01,240 +سنبدأ بالتفصيل أولًا بالتعرف على جدول يبين هذه + +41 +00:03:01,240 --> 00:03:05,720 +المعايير المتبقية 28، في نفس الوقت سنستعرض بعض + +42 +00:03:05,720 --> 00:03:10,380 +المعايير والتي يجب الاهتمام فيما يتعلق بأهداف + +43 +00:03:10,380 --> 00:03:14,560 +المعيار ونطاق المعيار، ليس المطلوب حفظ المعايير + +44 +00:03:14,560 --> 00:03:17,280 +لأنه لا يمكن حفظها، لكن على الأقل لما أقول لك في + +45 +00:03:17,280 --> 00:03:19,540 +معيار اسمه معيار الدخل بدك تعرف أنه اه والله في + +46 +00:03:19,540 --> 00:03:22,420 +معيار اسمه معيار الدخل، في معيار اسمه العرض + +47 +00:03:22,420 --> 00:03:25,300 +والإفصاح، اه في معيار اسمه العرض والإفصاح في كذا + +48 +00:03:25,300 --> 00:03:28,720 +كذا، بدك تكون عارف كل هاي الشغلة، نبدأ على بركة الله + +49 +00:03:30,400 --> 00:03:34,000 +معايير المحاسبة الدولية، القائمة التالية مجموعة من + +50 +00:03:34,000 --> 00:03:37,940 +معايير المحاسبة الدولية صارت المفعول حتى لحظة إعداد + +51 +00:03:37,940 --> 00:03:43,600 +هذه المحاضرة، وهي كما كما نرى طبعًا معيار رقم واحد + +52 +00:03:43,600 --> 00:03:46,960 +زي ما احنا شايفين اللي هو معيار عرض القوائم + +53 +00:03:46,960 --> 00:03:51,220 +المالية the presentation of financial statements، بعد + +54 +00:03:51,220 --> 00:03:55,380 +هيك بيجعلنا معيار هنا عفوا المخزون، المخزون + +55 +00:03:58,660 --> 00:04:01,960 +المعيار، المخزون هو المعيار المحاسبي الدولي رقم 2 + +56 +00:04:01,960 --> 00:04:07,340 +the Inventories، ثم ندخل لمعيار رقم 7 the Statement of Cash + +57 +00:04:07,340 --> 00:04:12,540 +Flows، قد يسأل سائل 3، 4، 5، 6 وين؟ طبعًا كلهم التقوا + +58 +00:04:12,540 --> 00:04:19,200 +وحلت مكانهم معايير IFRS، وبالتالي دلوقتي السلسلة + +59 +00:04:19,200 --> 00:04:23,980 +المفروض هو الأول، الثاني، السابع، الثامن، التاسع صار + +60 +00:04:23,980 --> 00:04:30,730 +ملغي، الثالث هو بيان قائمة التدفقات النقدية، بعدها + +61 +00:04:30,730 --> 00:04:33,570 +هنأخذ السياسات المحاسبية والتغيرات في التقديرات + +62 +00:04:33,570 --> 00:04:37,030 +المحاسبية والأخطاء، بعد هيك هناخد الأحداث المعيار + +63 +00:04:37,030 --> 00:04:41,430 +رقم 10، الأحداث اللاحقة لفترة إعداد التقرير المالي + +64 +00:04:41,430 --> 00:04:45,850 +المعيار رقم 11 بيحكي عن عقود الإنشاءات، المعيار رقم + +65 +00:04:45,850 --> 00:04:49,950 +12 بيحكي عن ضرائب الدخل، المعيار رقم 16 بيحكي عن + +66 +00:04:49,950 --> 00:04:53,310 +الممتلكات والآلات والمعدات، المعيار المحاسبي الدولي + +67 +00:04:53,310 --> 00:04:58,410 +رقم 17 بيحكي عن الإيجارات، المعيار الرقم 18 بيحكي + +68 +00:04:58,410 --> 00:04:59,970 +هنا عن الإيرادات + +69 +00:05:03,210 --> 00:05:07,370 +المعيار رقم 19 بيحكي عن the employee benefits اللي هو + +70 +00:05:07,370 --> 00:05:12,090 +استحقاقات الموظفين أو بنسميها احنا يا شباب منافع + +71 +00:05:12,090 --> 00:05:17,830 +الموظفين، بعدين هنحكي عن معيار المحاسبي رقم 20، طبعًا + +72 +00:05:17,830 --> 00:05:21,470 +احنا استحقاقات صحيحة لكن هو أصح منافع الموظفين + +73 +00:05:21,470 --> 00:05:24,510 +محاسبة الملح الحكومية والإفصاح على المساعدات + +74 +00:05:24,510 --> 00:05:28,550 +الحكومية، هنحكي بعد ذلك عن آثار التغير في أسعار صرف + +75 +00:05:28,550 --> 00:05:31,970 +العملات الأجنبية اللي هو معيار رقم 21، وهذا معيار + +76 +00:05:31,970 --> 00:05:34,510 +مهم سنتطرق له في المساق بإذن الله سبحانه وتعالى + +77 +00:05:34,510 --> 00:05:38,870 +في عندنا معيار رقم 23 تكاليف الاقتراض، في عندنا + +78 +00:05:38,870 --> 00:05:44,830 +معيار رقم 24 إفصاحات الأطراف ذات العلاقة، بعد ذلك + +79 +00:05:44,830 --> 00:05:48,570 +هنتطرق لمعيار 26 المحاسبة واتفاقها عن طريق خطط + +80 +00:05:48,570 --> 00:05:53,900 +منافع التقاعد، بعد ذلك هنتحرك لمعيار طبعًا حتى الآن + +81 +00:05:53,900 --> 00:05:59,820 +نذكر معايير المحاسبة الدولية IAS، طبعًا معيار 27 + +82 +00:05:59,820 --> 00:06:05,060 +قوائم مالية منفصلة، نحكي عن معيار رقم 28 زي ما احنا + +83 +00:06:05,060 --> 00:06:08,780 +شايفين استثمارات في شركات زميلة ومشاريع مشتركة + +84 +00:06:08,780 --> 00:06:12,440 +المعيار 29 بيحكي عن إعداد التقارير المالية في + +85 +00:06:12,440 --> 00:06:15,140 +القطاعات الاقتصادية ذات الحجم المرتفع، وهذا معيار + +86 +00:06:15,140 --> 00:06:20,960 +مهم هناخده، كذلك أنا أتكلم عن الـ the earnings per + +87 +00:06:20,960 --> 00:06:24,400 +share اللي هو معيار المحاسبي الدولي رقم 33 ربحية + +88 +00:06:24,400 --> 00:06:28,780 +السهم، بعدين هنحكي عن معيار اللي هو المعيار المحاسبي + +89 +00:06:28,780 --> 00:06:33,840 +الدولي رقم 34 التقارير المالية المؤقتة، بعدين هنحكي + +90 +00:06:33,840 --> 00:06:39,110 +عن معيار 36 اللي هو انخفاض قيمة الأصول، بعد ذلك + +91 +00:06:39,110 --> 00:06:43,390 +هنتكلم عن المعيار المحاسبي الدولي رقم 37 واللي + +92 +00:06:43,390 --> 00:06:46,530 +بيتكلم عن المخصصات والالتزامات الطارئة أو الأصول + +93 +00:06:46,530 --> 00:06:51,750 +المحتملة، بعد ذلك هنتكلم عن معيار رقم 38 the Intangible + +94 +00:06:51,750 --> 00:06:55,330 +Assets اللي بيحكي عن أصول غير الملموسة زي الشهرة أو + +95 +00:06:55,330 --> 00:06:58,510 +العلامة التجارية وما إلى ذلك، بعد ذلك هنتكلم عن معيار + +96 +00:06:58,510 --> 00:07:04,310 +رقم 39 الأدوات المالية الاعتراف والقياس، ثم المعيار + +97 +00:07:04,310 --> 00:07:08,690 +الرقم 40 اللي بيحكي عن الاستثمارات العقارية، بعد + +98 +00:07:08,690 --> 00:07:12,630 +هيك هنتكلم عن المعيار المحاسبة الدولية رقم 41 + +99 +00:07:12,630 --> 00:07:16,570 +الزراعة، طبعًا المصدر زي ما احنا شايفين هو اللي هي + +100 +00:07:16,570 --> 00:07:21,810 +الـ IFRS اللي هي منظمة اللي هي أو صفحة الـ IFRS اللي + +101 +00:07:21,810 --> 00:07:26,470 +أصدرتها اللي هي مجلس لجنة معايير محاسبة مجلس معايير + +102 +00:07:26,470 --> 00:07:32,230 +محاسبة الدولية اللي هو the IASB، وفيه معايير عرض + +103 +00:07:32,230 --> 00:07:36,450 +موجز لهدف وطاقة كل معيار، نجعل معيار رقم 1 هو أول + +104 +00:07:36,450 --> 00:07:40,230 +معيار تم إعداده في معايير المحاسبة الدولية ونعرف + +105 +00:07:40,230 --> 00:07:43,610 +أن معايير المحاسبة الدولية هي سابقة لمعايير إعداد + +106 +00:07:43,610 --> 00:07:47,270 +التقارير المالية، في أن هدف المعيار أن الهدف من هذا + +107 +00:07:47,270 --> 00:07:52,750 +المعيار بيان عرض البيانات المالية للأغراض العامة + +108 +00:07:52,750 --> 00:07:55,150 +لضمان إمكانية مقارنة مع البيانات الخاصة بالمنشآت + +109 +00:07:55,150 --> 00:07:58,850 +للفترات السابقة والبيانات المالية للمنشآت الأخرى + +110 +00:07:58,850 --> 00:08:02,150 +ولتحقيق هذا الهدف يحدد المعيار الاعتبارات الكلية + +111 +00:08:02,150 --> 00:08:05,170 +لعرض البيانات المالية والإرشادات الخاصة بهيكلها + +112 +00:08:05,170 --> 00:08:10,870 +إلى آخره، هنتكلم عنها بنوع من الفهم العام لطاقة + +113 +00:08:10,870 --> 00:08:13,330 +المعيار، يعني على مين يطبق؟ يجب أن يطبق على عرض + +114 +00:08:13,330 --> 00:08:15,330 +البيانات الخاصة بجميع الأغراض العامة المعدة + +115 +00:08:15,330 --> 00:08:18,930 +والعروض بمجمعين محاسبة دولية، إن البيانات المجمعية + +116 +00:08:18,930 --> 00:08:21,030 +الأغراض العامة هي لتلك يقصد بها تلبية حاجات + +117 +00:08:21,030 --> 00:08:25,750 +المستخدمين إلى آخره، ينطبق هذا المعيار وهذا التطبيق + +118 +00:08:25,750 --> 00:08:29,030 +على وجه الخصوص على كافة أنواع المشاة مما في ذلك + +119 +00:08:29,030 --> 00:08:32,710 +البنوك وشركات التأمين، وهناك مطالبات إضافية لبنوك + +120 +00:08:32,710 --> 00:08:34,850 +ومؤسسات مالية أخرى تتناسب من مطالبات هذا + +121 +00:08:34,850 --> 00:08:37,870 +المعيار، ورد ذكر آخر في معيار محاسبي الدولي الرقم 30 + +122 +00:08:37,870 --> 00:08:41,510 +وللأسف هذا المعيار ألغي وتم بعد ذلك إصدار معيار + +123 +00:08:41,510 --> 00:08:45,250 +يعني بدل عنه، الإفصاحات في بيانات المال والمؤسسات + +124 +00:08:45,250 --> 00:08:48,830 +المالية والبنوك والشركات المالية المماثلة، المعيار + +125 +00:08:48,830 --> 00:08:52,530 +رقم 2 اللي هو المخزون the inventory، هدف هذا المعيار + +126 +00:08:52,530 --> 00:08:56,610 +إلى وصف المعالجة المحاسبية للمخزون حسب نظام التكلفة + +127 +00:08:56,610 --> 00:09:00,220 +التاريخية، وتعتبر تكلفة المخزون التي يجب أن يعترف + +128 +00:09:00,220 --> 00:09:02,840 +بها كأصل يدرج في الميزانية حتى يتحقق الإيراد + +129 +00:09:02,840 --> 00:09:05,840 +المتعلق به هي القضية الرئيسية في المحاسبة عن + +130 +00:09:05,840 --> 00:09:09,500 +المخزون، ويقدم المعيار توجيهات لعمل تحديد قيمة أو + +131 +00:09:09,500 --> 00:09:14,280 +تكلفة المخزون الذي يعترف به كمصروف، ويشمل ذلك أي + +132 +00:09:14,280 --> 00:09:17,580 +تخفيض على صافي القيمة القابل للتحصيل، كما يقدم + +133 +00:09:17,580 --> 00:09:20,140 +المعيار إرشادًا حول معدل التكلفة المستخدمة لتحديد تكلفة + +134 +00:09:20,140 --> 00:09:23,720 +المخزون، أنا بقول إن هذا المعيار من أهم أو من + +135 +00:09:23,720 --> 00:09:27,090 +المعايير المهمة جدًا في معايير المحاسبة الدولية، هذا + +136 +00:09:27,090 --> 00:09:32,630 +المعيار بيفترض أو يعمل فيه تحديد تكلفة أو قيمة + +137 +00:09:32,630 --> 00:09:36,150 +مخزون آخر المدة، وبالتالي عند تقييم قيمة مخزون آخر + +138 +00:09:36,150 --> 00:09:40,250 +المدة إحنا بنأثر على شغلتين، بنأثر على قائمة الدخل + +139 +00:09:40,250 --> 00:09:43,930 +من حيث الربح والخسارة بالزيادة أو بالنقص، وبنأثر + +140 +00:09:43,930 --> 00:09:49,050 +على قيمة الأصول المتداولة أو غير الثابتة الموجودة + +141 +00:09:49,050 --> 00:09:54,850 +في الميزانية، وبالتالي مسألة التقييم تختلف من محاسب + +142 +00:09:54,850 --> 00:09:57,730 +إلى آخر، إحنا بنعرف أن في أكثر من 14 طريقة لتقييم + +143 +00:09:57,730 --> 00:10:03,210 +المخزون، وهذه الـ 14 طريقة مختلفة عليها، وفي طرق + +144 +00:10:03,210 --> 00:10:09,530 +أخرى لتقييم المخزون معتمدة، ويمكن للمنشآت + +145 +00:10:09,530 --> 00:10:13,770 +الاقتصادية تطبيق جزء منها كما ينص المعيار، لكن أنا + +146 +00:10:13,770 --> 00:10:18,430 +بأكد على قضية مهمة جدًا أن مسألة التلاعب في قيمة + +147 +00:10:18,430 --> 00:10:23,100 +المخزون أو في طريقة احتساب تكلفة المخزون لها ما + +148 +00:10:23,100 --> 00:10:27,500 +بعدها من التأثير على قيمة صافي الربح، وبالتالي على + +149 +00:10:27,500 --> 00:10:31,540 +الحكم على أداء هذه المنشأة، إحنا بنعرف أن صافي الربح + +150 +00:10:31,540 --> 00:10:35,980 +هو عبارة عن اللي هو هامش الربح ناقص المصاريف، لكن + +151 +00:10:35,980 --> 00:10:39,080 +هامش الربح من أين أجا؟ هو عبارة عن المبيعات ناقص + +152 +00:10:39,080 --> 00:10:42,400 +تكلفة البضاعة المباعة، تكلفة البضاعة المباعة هي + +153 +00:10:42,400 --> 00:10:47,400 +عبارة عن بضاعة أول المدة زائد صافي المشتريات، وطبعًا + +154 +00:10:47,400 --> 00:10:51,980 +وتكلفة المشتريات ناقص بضاعة آخر المدة اللي هي بنسميها + +155 +00:10:51,980 --> 00:10:55,140 +اللي هي مخزون اللي هي محل المعالجة في هذا المعيار، + +156 +00:10:55,140 --> 00:10:57,920 +بتأثر تكلفة البضاعة المباعة اللي بتطرح من + +157 +00:10:57,920 --> 0:11:01,820 +الإيرادات عشان نصل لهامش الربح، وبالتالي طرق تحديد + +158 +00:11:01,820 --> 00:11:06,120 +قيمة مخزون المخزون أو بضاعة آخر المدة من الأمور + +159 +00:11:06,120 --> 00:11:09,700 +المهمة جدًا جدًا جدًا في المحاسبة والتي تؤثر زي ما + +160 +00:11:09,700 --> 00:11:14,020 +قلنا سابقًا على صافي الربح للمنشأة من جهة، وعلى قيمة + +161 +00:11:14,020 --> 00:11:19,810 +الأصول المتداولة من جهة أخرى، هذا فيما يتعلق بهدف + +162 +00:11:19,810 --> 00:11:23,450 +المعيار، وهذا شيء مهم جدًا، اليوم سنتحدث عن نطاق + +163 +00:11:23,450 --> 00:11:28,570 +المعيار، نطاق المعيار يجب أن يطبق المعيار في + +164 +00:11:28,570 --> 00:11:30,490 +البيانات المالية المعدة حسب نظام التكلفة + +165 +00:11:30,490 --> 00:11:31,070 +التاريخية. + +166 +00:11:34,050 --> 00:11:37,330 +المحاسبة على المخزون ما عدا، وهنا بنركز على كلمة إيش؟ + +167 +00:11:37,330 --> 00:11:40,310 +ما عدا يعني في أمور لا يطبق عليه هذا المعيار زي + +168 +00:11:40,310 --> 00:11:43,730 +إيش؟ جالك عمليات تشغيل ناجمة عن عقود الإنشاءات + +169 +00:11:43,730 --> 00:11:47,150 +والأدوات المالية، طب ليش؟ جالك لأنه في معيار خاص + +170 +00:11:47,150 --> 00:11:49,850 +بعقود الإنشاءات، وفي معيار محاسبة دولي خاص + +171 +00:11:49,850 --> 00:11:55,010 +بالأدوات المالية، فهي تكلفة المخزون في هذه العمليات + +172 +00:11:55,010 --> 00:11:58,030 +الناجمة عن عقود الإنشاءات أو الأدوات المالية يجب + +173 +00:11:58,030 --> 00:12:03,280 +إستبعادها من هذا المعيار، كمان في عندنا كذلك المخزون + +174 +00:12:03,280 --> 00:12:06,420 +من الدواجن والمواشي والدواب وكذلك المنتجات + +175 +00:12:06,420 --> 00:12:10,500 +الزراعية والمعادن الخام في حال تقييمها بصافي القيمة + +176 +00:12:10,500 --> 00:12:13,380 +بموجب المعايير المتعارف عليها في بعض الصناعات، طب + +177 +00:12:13,380 --> 00:12:15,940 +ليش إحنا قلنا كمان المخزون بشمال الشاي الشغلات؟ + +178 +00:12:15,940 --> 00:12:20,360 +قال لك لأن هذه تعالج وفق معيار رقم 41 الخاص بالزراعة + +179 +00:12:20,360 --> 00:12:26,490 +وما يتعلق بها من تربية للحيوانات، المعيار رقم 7 + +180 +00:12:26,490 --> 00:12:30,090 +قائمة التدفقات النقدية، وهي قائمة مهمة جدًا جدًا جدًا + +181 +00:12:30,090 --> 00:12:34,570 +في العمل المحاسبي، وتبين التدفقات النقدية للمنشآت + +182 +00:12:34,570 --> 00:12:38,490 +وقد أصدرت معايير محاسبة دولية لهذا... لهذه القائمة + +183 +00:12:38,490 --> 00:12:42,830 +معيارًا خاصًا، طيب ماذا يهدف هذا المعيار؟ قال لك يهدف + +184 +00:12:42,830 --> 00:12:45,290 +هذا المعيار إلى تمكين المنشآت بتقديم معلومات عن + +185 +00:12:45,290 --> 00:12:49,190 +التغيرات الفعلية في النقدية، كيف النقدية بتتغير ما + +186 +00:12:49,190 --> 00:12:52,510 +بين لحظة والثانية، ما بين أول السنة وآخر السنة، وما + +187 +00:12:52,510 --> 00:12:56,190 +يعادلها طبعًا بحكي النقدية وما يعادلها زي الذهب وما + +188 +00:12:56,190 --> 00:12:59,870 +إلى ذلك، الفضة، الأخرى، وذلك بإعداد قائمة للتدفقات + +189 +00:12:59,870 --> 00:13:02,870 +النقدية مع تقسيم التدفقات خلال تلك الفترة للتدفقات + +190 +00:13:02,870 --> 00:13:04,330 +من ثلاث أنشطة أساسية. + +191 +00:13:17,590 --> 00:13:22,270 +سواء في سندات سواء في أسهم وما إلى ذلك، وفي عندنا + +192 +00:13:22,270 --> 00:13:25,930 +الأنشطة التمويلية والتي يكون في توسع في المنشأة + +193 +00:13:25,930 --> 00:13:29,150 +وبالتالي تحتاج إلى تمويل بعض العمليات لديها، إذا + +194 +00:13:29,150 --> 00:13:32,730 +كنا بتجسم هذه القائمة، الأنشطة إلى أنشطة تشغيلية + +195 +00:13:32,730 --> 00:13:35,410 +طبيعية اللي هي البيع والشراء الخاص بالمنشأة مثلًا + +196 +00:13:35,410 --> 00:13:38,630 +التجارية، وفي عندنا استثمارية إذا كان في عندنا فائض + +197 +00:13:38,630 --> 00:13:41,790 +أو ما هو كيف نستثمرها، وفي عندنا التمويلية اللي + +198 +00:13:41,790 --> 00:13:47,290 +بتتحدث عن كيف تحصل على تمويل لأنشطتها، نطاق المعيار، + +199 +00:13:47,290 --> 00:13:49,550 +يجب على المنشأة أن تقوم بإعداد قائمة بالتدفقات + +200 +00:13:49,550 --> 00:13:52,830 +النقدية وذلك وفقًا لمطالب هذا المعيار، ويجب عرض تلك + +201 +00:13:52,830 --> 00:13:56,130 +القائمة كجزء متمم لبياناتها المالية، إذا عند عرض + +202 +00:13:56,130 --> 00:13:59,690 +القوائم المالية الكاملة، يجب أن يعرض معها قائمة تدفق + +203 +00:13:59,690 --> 00:14:02,290 +النقدية وذلك لكل فترة من الفترات تقوم المنشأة + +204 +00:14:02,290 --> 00:14:06,090 +بإعدادها ببيانات مالية عنها، طبعًا هذولا التلات + +205 +00:14:06,090 --> 00:14:08,770 +معايير اللي أخذناها لحد الآن هي من المعايير المهمة + +206 +00:14:08,770 --> 00:14:13,620 +جدا، المعيار رقم 8، صافي الربح أو الخسارة للفترة، + +207 +00:14:13,620 --> 00:14:18,880 +الأخطاء الجوهرية، التغيرات السياسات المحاسبية، يهدف + +208 +00:14:18,880 --> 00:14:21,540 +المعيار إلى وصف التبويب والإفصاح والمعالجة + +209 +00:14:21,540 --> 00:14:27,380 +المحاسبية لبعض البنود في قائمة الدخل، من أجل أن تقوم + +210 +00:14:27,380 --> 00:14:30,840 +كافة المنشآت بإعداد وعرض قوائم الدخل على أسس + +211 +00:14:30,840 --> 00:14:33,800 +منظمة، وهذا يساعد المنشآت على مقارنة قوائمها + +212 +00:14:33,800 --> 00:14:36,980 +المالية مع تلك الخاصة بفترات سابقة، وقد حكيناها + +213 +00:14:36,980 --> 00:14:41,320 +سابقا لما حكينا عن اللي هو العرض والإفصاح ومع + +214 +00:14:41,320 --> 00:14:44,400 +البيانات المالية لمنشآت مماثلة أو مشابهة + +215 +00:14:44,400 --> 00:14:46,880 +وعليه فإن هذا المعيار يشترط للإفصاح والإفصاح + +216 +00:14:46,880 --> 00:14:49,880 +عن بنود غير عادية إلى جانب الإفصاح عن بعض البنود + +217 +00:14:49,880 --> 00:14:53,090 +من خلال أرباح وخسارة من أنشطة الاعتيادية، كما يحدد + +218 +00:14:53,090 --> 00:14:56,090 +المعيار المعالجة المحاسبية للتغيرات في التقديرات + +219 +00:14:56,090 --> 00:14:59,390 +المحاسبية والسياسات المحاسبية، وتصحيح الأخطاء + +220 +00:14:59,390 --> 00:15:02,670 +الجوهرية، لاحظ وحكى عن شغل عن حوالي أربع أو خمس + +221 +00:15:02,670 --> 00:15:06,010 +شغلات، الأولى الإفصاح عن بنود غير عادية، لك لازم + +222 +00:15:06,010 --> 00:15:09,750 +بنود غير عادية تفسح عنها بعيدًا عن اللي هو مسألة + +223 +00:15:10,640 --> 00:15:12,860 +الإفصاح عن الأرباح والخسائر الطبيعية اللي هي من + +224 +00:15:12,860 --> 00:15:16,500 +الأنشطة الاعتيادية، زي ما إحنا شايفين هان بدك + +225 +00:15:16,500 --> 00:15:19,800 +تفسح عنها، كذلك المعالجات المحاسبية في التقديرات + +226 +00:15:19,800 --> 00:15:22,840 +المحاسبية، أنا كنت بقدر الإهلاك كذا، واتضح إنه إشي + +227 +00:15:22,840 --> 00:15:25,940 +ثاني، تغير في السياسات المحاسبية، تحولت من FIFO ل + +228 +00:15:25,940 --> 00:15:30,680 +LIFO، من weighted average ل LIFO، من LIFO ل FIFO، من + +229 +00:15:30,680 --> 00:15:34,180 +سياسة معينة لسياسة أخرى، من أساس نقدي لاستحقاق، من + +230 +00:15:34,180 --> 00:15:38,370 +نقدي لاستحقاق، معدل، والآخر، كذلك تصحيح الأخطاء الجوهرية + +231 +00:15:38,370 --> 00:15:42,690 +وكيف أنا أفصح عنها في القوائم المالية، يجب أو لزام + +232 +00:15:42,690 --> 00:15:45,730 +على المعيار، يجب تطبيق هذا المعيار في عرض الأرباح + +233 +00:15:45,730 --> 00:15:48,770 +والخسائر من الأنشطة الاعتيادية، والبنود غير العادية + +234 +00:15:48,770 --> 00:15:51,210 +في قائمة الدخل، وفي المحاسبة على التغيرات في + +235 +00:15:51,210 --> 00:15:54,270 +التقديرات المحاسبية، والأخطاء الجوهرية، والتغيرات في + +236 +00:15:54,270 --> 00:15:57,730 +السياسات المحاسبية، تتم المحاسبة والإفصاح عن الأثر + +237 +00:15:57,730 --> 00:16:00,570 +الضريبي على البنود غير العادية والأخطاء الرئيسية + +238 +00:16:00,570 --> 00:16:03,770 +والتغيرات في السياسات وفق المعيار المحاسبي الدولي + +239 +00:16:03,770 --> 00:16:07,700 +الثاني عشر، اللي هو معيار الضرائب على الدخل، والخاصة + +240 +00:16:07,700 --> 00:16:10,240 +بالمحاسبة عن ضرائب الدخل، وهنا ما يشير المعيار + +241 +00:16:10,240 --> 00:16:15,540 +الثاني عشر للبنود الاستثنائية فإنه يتعين اعتبارها + +242 +00:16:15,540 --> 00:16:18,740 +بنود غير عادية، تبقى لهذا المعيار إذا هو بيتطبق على + +243 +00:16:18,740 --> 00:16:22,640 +كل المنشآت إلا ما تتعلق فيها بالأثر الضريبي للبنود + +244 +00:16:22,640 --> 00:16:25,720 +غير العادية والأخطاء الرئيسية، والتغيرات في السياسات + +245 +00:16:25,720 --> 00:16:29,240 +المحاسبية، فهي إنطبق عليها المعيار الدولي رقم 12 + +246 +00:16:29,240 --> 00:16:31,880 +وليس المعيار الدولي رقم 8. + +247 +00:16:34,930 --> 00:16:38,570 +المعيار الدولي رقم 10، الأحداث اللاحقة لتاريخ + +248 +00:16:38,570 --> 00:16:41,170 +الميزانية العمومية، إحنا بنعرف أن الميزانية + +249 +00:16:41,170 --> 00:16:45,050 +العمومية تعد مثلًا مثلًا في أغلب الشركات في 31/12 من + +250 +00:16:45,050 --> 00:16:48,870 +نهاية كل سنة، طيب بعد نهاية السنة حتى تقرير أو + +251 +00:16:48,870 --> 00:16:52,130 +إصدار تقرير مدقق الحسابات الخارجي أو حتى الانتهاء + +252 +00:16:52,130 --> 00:16:55,990 +من تاريخ هذا القوى من المالية قد تحدث أحداث لاحقة + +253 +00:16:55,990 --> 00:16:59,410 +لهذا اللي هو التاريخ يكون له أثر كبير على + +254 +00:16:59,410 --> 00:17:04,290 +استمرارية المنشأة له أثر كبير على الأهمية النسبية + +255 +00:17:04,290 --> 00:17:07,470 +في المنشأة فجالك هذا المعيار يفسر عنها هدف هذا + +256 +00:17:07,470 --> 00:17:10,310 +المعيار هو وصف متى يجب على المنشأة تعديل بيانات + +257 +00:17:10,310 --> 00:17:13,090 +المالية لحدث اللحظة لتاريخ الميزانية العالمية يعني + +258 +00:17:13,090 --> 00:17:16,350 +وقت ما تفرض على المنشأة ما تلتزمش بالتاريخ 31.3 + +259 +00:17:16,350 --> 00:17:22,150 +بالعكس 31.12 بل إنها تحط أثر مهم جدا هيحدث بعضها + +260 +00:17:22,150 --> 00:17:25,820 +للتاريخ يؤثر على استمرارية المنشأة في القوانين + +261 +00:17:25,820 --> 00:17:28,580 +الميزانية مما يضطرها إلى تعديلها والإفصاحات التي + +262 +00:17:28,580 --> 00:17:30,580 +يجب أن تكون المنشأة أعطاها عن التاريخ مصادقة على + +263 +00:17:30,580 --> 00:17:32,220 +البيانات المالية مصدرة على الأحداث بعد تاريخ + +264 +00:17:32,220 --> 00:17:35,840 +الميزانية طب نطاق المعيار يجب أن يطبق هذا المعيار + +265 +00:17:35,840 --> 00:17:38,620 +في المحاسبة على الإفصاح عن الأحداث بعد تاريخ + +266 +00:17:38,620 --> 00:17:40,840 +الميزانية العمومية والطلب هذا المعيار أيضا من المنشأة + +267 +00:17:40,840 --> 00:17:44,500 +عدم إعداد بياناتها المالية على مبدأ الاستمرارية + +268 +00:17:44,500 --> 00:17:47,760 +إذا دلت الأحداث بعد تاريخ الميزانية العمومية على أن + +269 +00:17:47,760 --> 00:17:51,090 +مبدأ الاستمرارية غير مناسب يعني الأصل أننا نعدل + +270 +00:17:51,090 --> 00:17:53,350 +قوائم المالية على مبدأ الاستمرارية وخاصة قوامة + +271 +00:17:53,350 --> 00:17:56,850 +الدخل وقوامة المركز المالي كذلك برضه على قوامة + +272 +00:17:56,850 --> 00:17:59,030 +الاستمرارية بس قوامة الدخل أكثر يعني على وجه + +273 +00:17:59,030 --> 00:18:02,190 +الخصوص إذا دلت الأحداث بعد تاريخ الميزانية على أن + +274 +00:18:02,190 --> 00:18:04,550 +مبدأ الاستمرارية غير مناسب يعني خسرنا قضية ضخمة + +275 +00:18:04,550 --> 00:18:09,190 +فقدنا عقد من عقود ضخمة كان له أثر على الربح أرباحنا + +276 +00:18:09,190 --> 00:18:12,450 +التشغيلية متوقع خلال الفترة القادمة تنزل بسبب + +277 +00:18:12,450 --> 00:18:17,290 +استثناء حريق إلى آخره تمام بعد ذلك هننطلق إلى اللي + +278 +00:18:17,290 --> 00:18:23,890 +هو العقود المقاولات المعيار رقم 11 المعيار 11 عقود + +279 +00:18:23,890 --> 00:18:26,990 +المقاولات هدف المعيار إلى توصيف المعالجة المحاسبية + +280 +00:18:26,990 --> 00:18:30,210 +المناسبة لإيرادات متجارية في عقود المقاولات طبعا + +281 +00:18:30,210 --> 00:18:32,650 +هذا المعيار بيتكلم عن المقاولات لإنه أحيانا + +282 +00:18:32,650 --> 00:18:35,290 +المقاولات ممكن تتجاوز سنة وسنتين وثلاثة ممكن + +283 +00:18:35,290 --> 00:18:38,750 +تتعدى إلى عدة سنوات نظر لطبيعة أما المقاولات فإن + +284 +00:18:38,750 --> 00:18:41,210 +تاريخ بدء تنفيذ العقد وتاريخ إتمام هو يقعان عادة + +285 +00:18:41,210 --> 00:18:43,900 +في سنوات مالية مختلفة يعني أنا ممكن أنا أمس أبدأ + +286 +00:18:43,900 --> 00:18:47,920 +عقد مقاولة في .. مثلا في ثلاثين تسعة ألفين وعشرين + +287 +00:18:47,920 --> 00:18:51,700 +وتنتهي معي في ثلاثين .. في واحد ثلاثين ثمانية + +288 +00:18:51,700 --> 00:18:55,020 +ألفين وخمسة وعشرين متى أحسب الإيراد؟ كيف أحسب + +289 +00:18:55,020 --> 00:18:57,280 +الإيراد؟ وعلى ذلك فإن النقطة الأساسية في المحاسبة + +290 +00:18:57,280 --> 00:19:00,060 +على عقود المقاولات مثلا في كيفية توزيع إيرادات + +291 +00:19:00,060 --> 00:19:02,660 +وتكليف العقد على السنوات التي تم خلالها إنجاز + +292 +00:19:02,660 --> 00:19:06,440 +العقد يعني مثلا لما نقول بدأت العقد لإنه في ثلاثين + +293 +00:19:06,440 --> 00:19:10,080 +تسعة ألفين وعشرين ومدة خمس سنوات لإنشاء طريق سريع + +294 +00:19:10,080 --> 00:19:14,360 +أو لإنشاء عدة عمارات إلى آخره أو عدة مباني السؤال + +295 +00:19:14,360 --> 00:19:18,280 +كم أحسب إيرادات للسنة الأولى للسنة الثانية للسنة + +296 +00:19:18,280 --> 00:19:21,020 +الثالثة للسنة الرابعة إلى السنة الخامسة يعني إيش + +297 +00:19:21,020 --> 00:19:23,020 +نصيب كل سنة من الإيرادات؟ إيش نصيب كل سنة من + +298 +00:19:23,020 --> 00:19:26,400 +التكليف؟ كيف أحسب الأرباح والخسائر؟ وهذا طبعا بيحتاج + +299 +00:19:26,400 --> 00:19:30,060 +لمعيار مهم جدا هو عقود المقاولات أو عقود الإنشاءات + +300 +00:19:31,600 --> 00:19:34,800 +وبالتالي يستخدم هذا المعيار أسس تحقيق الإيراد كما + +301 +00:19:34,800 --> 00:19:37,340 +جاء بالإطار الخاص بإعداد وعرض بيانات المالية + +302 +00:19:37,340 --> 00:19:40,040 +لتحديد توقيت الاعتراف بالإيرادات ومصروفات العقد + +303 +00:19:40,040 --> 00:19:43,580 +بقائمة الدخل كما يقدم المعيار إرشادات عملية توضح + +304 +00:19:43,580 --> 00:19:49,740 +كيفية تطبيق تلك الأسس أما نطاق هذا المعيار عند + +305 +00:19:49,740 --> 00:19:52,740 +محاسبة عقود المقاولات بالبيانات المالية للشركات + +306 +00:19:52,740 --> 00:19:58,530 +المقاولات بعد ذلك نذهب لمعيار رقم 12 IAS اللي هو + +307 +00:19:58,530 --> 00:20:01,990 +ضرائب الدخل يعد في المعيار يوصف المعالجة المحاسبية + +308 +00:20:01,990 --> 00:20:05,390 +لضرائب الدخل والمثل السيء في تلك هي كيف تتم + +309 +00:20:05,390 --> 00:20:08,070 +المحاسبة عن التبعات الجارية والمستقبلية للضرائب + +310 +00:20:08,070 --> 00:20:10,850 +أحيانا بيكون إنك أنت عندك ضريبة مبالغ ويكون عندك + +311 +00:20:10,850 --> 00:20:14,390 +استردادات ويكون عندك أصول ويكون عندك التزامات + +312 +00:20:14,390 --> 00:20:17,470 +فبيتكلم هو هنا عن إيه الشيء اللي هو التبعات + +313 +00:20:17,470 --> 00:20:20,330 +الجارية والمستقبلية الاسترداد اللي هو استرداد + +314 +00:20:20,330 --> 00:20:22,790 +المستقبل لمبالغ سجلت كموجودة وطلبات معتربة في + +315 +00:20:22,790 --> 00:20:25,310 +الميزانية العمومية للمنشأة العمليات والأحداث + +316 +00:20:25,310 --> 00:20:27,910 +الأخرى للفترة التجارية المعتربة بها البيانات المالية + +317 +00:20:27,910 --> 00:20:30,650 +كذلك يعالج هذا المعيار اعتبار الموجودات الضريبية + +318 +00:20:30,650 --> 00:20:32,930 +المؤجلة للمنشأة الخسارة أو قصومات الضريبة غير + +319 +00:20:32,930 --> 00:20:35,830 +المستخدمة وعرض ضرائب الدخل في البيانات المالية + +320 +00:20:35,830 --> 00:20:39,340 +والإفصاح عن المعلومات علاقة بضرائب الدخل أما لو + +321 +00:20:39,340 --> 00:20:42,240 +نتكلم عن النطاق يطبق هذا المعيار في المحاسبة عن + +322 +00:20:42,240 --> 00:20:44,960 +ضرائب الدخل وتضم ضرائب الدخل جميع الضرائب + +323 +00:20:44,960 --> 00:20:47,400 +المحلية والأجنبية المفروضة على الأرباح الخاضعة + +324 +00:20:47,400 --> 00:20:51,100 +للضريبة كما تشمل ضرائب الدخل ضرائب مثل ضرائب + +325 +00:20:51,100 --> 00:20:54,000 +المستقطعة والواجب سدادها من قبل الشركة التابعة + +326 +00:20:54,000 --> 00:20:57,000 +والزميلة طبعا لما نتكلم عن التابعة اللي بتملك فيها + +327 +00:20:57,000 --> 00:21:01,460 +الشركة أكثر من 50% في أكثر الزميلة من 20% ل 50% أو + +328 +00:21:01,460 --> 00:21:04,640 +ما دون 50% والمشاريع المشتركة عند قيامها بتوزيع + +329 +00:21:04,640 --> 00:21:09,140 +الأرباح إلى آخره المعيار المحاسبي الدولي رقم 16، + +330 +00:21:09,140 --> 00:21:12,040 +الممتلكات والتجهيزات والمعدات، يهدف إلى وصف + +331 +00:21:12,040 --> 00:21:14,920 +المعالجة المحاسبية لممتلكات والتجهيزات والمعدات، + +332 +00:21:14,920 --> 00:21:17,100 +وتتمثل قضايا رئيسية محاسبة الممتلكات والتجهيزات + +333 +00:21:17,100 --> 00:21:20,260 +والمعدات في توقيت الاعتراف بالأصل، وتحديد قيمته + +334 +00:21:20,260 --> 00:21:24,500 +المسجل ونفقات استهلاكه، الواجبات التسجيل والتحديد، + +335 +00:21:24,500 --> 00:21:26,400 +يشترط هذا المعيار الاعتراف بمنظر الممتلكات + +336 +00:21:26,400 --> 00:21:28,940 +والتجهيزات كأصل، حينما يستوفي تعريفه معين + +337 +00:21:28,940 --> 00:21:31,500 +الاعتراف بالأصل، طبقًا لإطار إعداد وعرض البيانات + +338 +00:21:32,450 --> 00:21:36,350 +إذا هم بيتكلموا عن الأصول والممتلكات نطاقه يطبق هذا + +339 +00:21:36,350 --> 00:21:38,210 +المعيار في المحاسبة على الممتلكات والتجارب + +340 +00:21:38,210 --> 00:21:41,850 +والمعدات ما عدا تلك الحالات التي يشترط أو يسمح + +341 +00:21:41,850 --> 00:21:45,470 +فيها معيار محاسبي دولي آخر بمعالجة محاسبية مختلفة + +342 +00:21:45,470 --> 00:21:49,730 +إذا ما ده فيه معيار بيسمح بمعالجة محاسبية مختلفة + +343 +00:21:49,730 --> 00:21:53,490 +باختلاف عشان ذلك لاحظوا البعد النطاق لا يطبق هذا + +344 +00:21:53,490 --> 00:21:56,210 +المعيار على الغابات وما شابهها الموارد الطبيعية + +345 +00:21:56,210 --> 00:21:59,790 +متجددة لأنه في معيار محاسبي دولي خاص بالغابات حقوق + +346 +00:21:59,790 --> 00:22:05,650 +التعدين برضه في معيار محاسبي دولي خاص بالموارد + +347 +00:22:05,650 --> 00:22:09,110 +المعدنية استكشاف واستخراج المعدن والنفط والغاز وشبه + +348 +00:22:09,110 --> 00:22:13,690 +من الموارد الأخرى المعيار 17 بيتكلم عن عقود الإيجار + +349 +00:22:13,690 --> 00:22:16,970 +هدف هذا المعيار أن يبين للمستخدمين والمؤجرين السياسات + +350 +0:22:16,970 --> 00:22:19,890 +والإجراءات المحاسبية ومسلطين تطبيقها فيما يتعلق + +351 +00:22:19,890 --> 00:22:23,310 +بعقود الإيجار التمويلي والتشغيلي طب نتكلم عن إيجار + +352 +00:22:23,310 --> 00:22:25,850 +التمويلي إن أنا بتمول زي مثل الإيجار المنتهي + +353 +00:22:25,850 --> 00:22:28,830 +بالتملك أو الإيجار التشغيلي الطبيعي اللي أنا بأجر + +354 +00:22:28,830 --> 00:22:32,680 +فيه شيء معين النطاق يطبق على كافة عقود الإيجار في + +355 +00:22:32,680 --> 00:22:35,760 +معادها اتفاقيات الإيجار لاستكشاف واستخدام الوردة + +356 +00:22:35,760 --> 00:22:39,480 +الطبيعية لأنه فيه معيار خاصة فيها اتفاقيات ترخيص + +357 +00:22:39,480 --> 00:22:41,580 +خاصة بلوحات مثل الأفلام السينمائية وفي زيادة الفيديو + +358 +00:22:41,580 --> 00:22:44,740 +المصريات وبراءات اختراع واقلش والتأليف وفيها إن + +359 +00:22:44,740 --> 00:22:48,360 +في موضوع كامل أو معيار كامل بيحكي عن الأصول غير + +360 +00:22:48,360 --> 00:22:53,660 +الملموسة ينطبق على المعيار اتفاقيات تحول حق + +361 +00:22:53,660 --> 00:22:56,900 +استعمال موجودات حتى وإن طلب من المؤجر خدمات كبيرة + +362 +00:22:56,900 --> 00:23:00,880 +فيما يتعلق بالتشغيل إلى آخره ومن ناحية خلّانا نطبق + +363 +00:23:00,880 --> 00:23:04,140 +هذا المعيار على اتفاقيات التي هي عقود للخدمات التي + +364 +00:23:04,140 --> 00:23:08,700 +لا تحول حق أو لو تحول حق استخدام الموجودات من طرف + +365 +00:23:08,700 --> 00:23:12,280 +تعقد للطرف الآخر فيها المعيار الإيرادات وهذا من أهم + +366 +00:23:12,280 --> 00:23:15,480 +برضه المعايير لأنه مهم جدا في توقيت الاعتراف + +367 +00:23:15,480 --> 00:23:19,040 +بالإيرادات جالك تعريف الدخل في الإطار الخاص + +368 +00:23:19,040 --> 00:23:20,900 +بالأطر القومية اللي معناه الزيادة في المنافع + +369 +00:23:20,900 --> 00:23:24,000 +الاقتصادية خلال الفترة المحاسبية في صورة التدفقات + +370 +00:23:24,000 --> 00:23:27,260 +النقدية أو زيادة في الموجودات أو النقص في + +371 +00:23:27,260 --> 00:23:32,700 +المطلوبات طبعا هنا أول نقص في المطلوبات ينتج عنها + +372 +00:23:32,700 --> 00:23:35,940 +زيادة في حقوق الملكية وهذا أهم حاجة إن الإيرادات + +373 +00:23:35,940 --> 00:23:39,160 +تؤدي إلى زيادة في حقوق الملكية وذلك خلال ما يقدم + +374 +00:23:39,160 --> 00:23:41,260 +الناس مساهمات وتشمل الدخل على كل الإيرادات + +375 +00:23:41,260 --> 00:23:44,000 +والمكاسب وتمثل إيرادات الدخل الناشئة عن أنشطة + +376 +00:23:44,000 --> 00:23:47,800 +عادية للمنشأة وإشار إليه باستخدام وسمات مختلفة مثل + +377 +00:23:47,800 --> 00:23:50,120 +المبيعات، العمولات، الفوائد، إيرادات على كل + +378 +00:23:50,120 --> 00:23:53,060 +الامتياز ويهدف هذا المعيار إلى وصف المعاجلة + +379 +00:23:53,060 --> 00:23:55,200 +المحصولة على كل إيراد ناجع أنهار محدد من المبيعات + +380 +00:23:55,200 --> 00:23:59,270 +ولواحدة طب إيش نطاقه؟ قالك يجب تطبيق دا ميارة محاسبة + +381 +00:23:59,270 --> 00:24:01,430 +إرادات النجمة وميارات وحدات التانية بيع السلع + +382 +00:24:01,430 --> 00:24:04,370 +وتأدية للخدمات استعمال أطراف أخرى لموجودة المولشة + +383 +00:24:04,370 --> 00:24:06,670 +وإراداتها من فوائد إراداتها من حكومة امتياز وأرباح + +384 +00:24:06,670 --> 00:24:10,910 +الأسهم تشمل بضائع على السلع المنتجة بمعرفة المولشة + +385 +00:24:10,910 --> 00:24:14,090 +بغرض بيعها ولو السلع مشترها بقصد عادة بيعها يترتب + +386 +00:24:14,090 --> 00:24:17,630 +على استخدام الغير لموجودات المولشة الأشكال التالية + +387 +00:24:17,630 --> 00:24:21,090 +فوائد طبعا الكلام الفائد هي عبارة عن أعباء مقابل + +388 +00:24:21,090 --> 00:24:23,770 +استخدام نقدية أو نقدية يعني لما أحط ودائع بيطلع + +389 +00:24:23,770 --> 00:24:26,790 +لفوائد إيرادات حقوق الامتياز وهي عبارة عن أعباء + +390 +00:24:26,790 --> 00:24:29,810 +مقابل استخدام بعض الموجودات طويلة الأجل مثل براءة + +391 +00:24:29,810 --> 00:24:32,470 +الاختراع أو علامة تجارية إذا اللي احنا قلنا فيه + +392 +00:24:32,470 --> 00:24:35,710 +فوائد مقابل ودائع أو استخدام النقد في إيرادات حقوق + +393 +00:24:35,710 --> 00:24:39,350 +امتياز مقابل استخدام شهرة أو استخدام علامة تجارية + +394 +00:24:39,350 --> 00:24:42,190 +أو براءة اختراع في أرباح الأسهم هي عبارة عن أرباح + +395 +00:24:42,190 --> 00:24:47,270 +توزيعات الأسهم في حصص الشركة لا يتناول هذا المعيار + +396 +00:24:47,270 --> 00:24:50,010 +الإيراد الناتج من ميالي عقود الإيجار وعقود التأمين + +397 +00:24:50,010 --> 00:24:52,630 +بشركات التأمين لأنه في عنا معيار بتعلق بعقود + +398 +00:24:52,630 --> 00:24:57,110 +الإيجار ومعيار بتعلق بشركات أو عقود التأمين كذلك + +399 +00:24:57,110 --> 00:24:59,350 +لا يتناول التغييرات في القيمة العادلة ووجهات + +400 +00:24:59,350 --> 00:25:02,250 +المالية والتخلص منها لأنه في معيار بتكلم عنها في + +401 +00:25:02,250 --> 00:25:04,890 +الزيادة الطبيعية في قطعان الماشي والمحصول الزراعي + +402 +00:25:04,890 --> 00:25:08,570 +لأنه في معيار رقم 41 بحكي عنها في عنا معيار رقم 19 + +403 +00:25:08,570 --> 00:25:15,570 +تكلفة منافع الموظفين المر عليهم محاسبة المنح الحكومي + +404 +00:25:15,570 --> 00:25:18,810 +والإفصاح عن المساعدات الحكومية + +405 +00:25:25,790 --> 00:25:28,870 +والإفصاح المساعدة النقدية كيف لازم تفصح واش لازم + +406 +00:25:28,870 --> 00:25:31,770 +نعمل فيه هنا معيار 21 وهو هذا مهم جدا هناخده احنا + +407 +00:25:31,770 --> 00:25:34,750 +في هذا الفصل أثر التغيرات في سعر صرف العملات + +408 +00:25:34,750 --> 00:25:38,490 +الأجنبي وطبعا هذا المعيار مهم جدا لإن في فلسطين + +409 +00:25:38,490 --> 00:25:42,850 +خاصة لإن احنا بنتكلم عن كيف القوائم المالية انا + +410 +00:25:42,850 --> 00:25:46,410 +بشتغلها بالشكل مثلا بينما الرأس المال تبعي بالدولار + +411 +00:25:46,410 --> 00:25:50,590 +وبالتالي انا لما اقوم بعملياتي بالشكل متى اعترف + +412 +00:25:50,590 --> 00:25:53,350 +بسعر الصرف وطبعا عندنا مشكلة كبيرة في قضية + +413 +00:25:53,350 --> 00:25:56,430 +الاعتراف بأسعار الصرف وعندنا خاصة في دول العالم + +414 +00:25:56,430 --> 00:25:59,930 +كلها وغزا على وجهي خصوصا تاني مافيش عملة وطنية و + +415 +00:25:59,930 --> 00:26:02,790 +أغلب الشركات بتشتغل بالعملات الثلاثة يعني عندنا + +416 +00:26:02,790 --> 00:26:06,190 +بنوك تشتغل بالدينار و بنوك تشتغل بالدولار كعملة + +417 +00:26:06,190 --> 00:26:11,020 +مجموعة وفي عنا شركات تشغل بالشكل وبالتالي مسألة + +418 +00:26:11,020 --> 00:26:13,780 +التغير في أسعار صرف العملات لها أثر كبير وبيطلع + +419 +00:26:13,780 --> 00:26:17,400 +عندهم غالبا فروق عملات سواء مدينة أو دائنة سواء + +420 +00:26:17,400 --> 00:26:22,920 +كانت إيراد أو كانت مصروف أما المسألة .. طبعا + +421 +00:26:22,920 --> 00:26:26,220 +بنتكلم عن هدف المعيار أن تكون منشأة بنشاطات أجنبية + +422 +00:26:26,220 --> 00:26:29,040 +بطريقتين حتى يمكن أن يكون لها معاملات بعملة أجنبية + +423 +00:26:29,040 --> 00:26:32,780 +أو يكون لها عمليات أجنبية ومن أجل شمول معاملات + +424 +00:26:32,780 --> 00:26:35,220 +الأجنبية في القوائم المالية المنشأة فإنه يجب التعبير + +425 +00:26:35,220 --> 00:26:38,510 +على معاملات معاملة المنشأة معاملة التقريبا لازم تكون + +426 +00:26:38,510 --> 00:26:44,910 +لو كان لها شركات تابعة أو فروع في دول أجنبية تبدأ + +427 +00:26:44,910 --> 00:26:48,850 +ترجمة هذه العمليات حسب عملة المنشأة كما يجب ترجمة + +428 +00:26:48,850 --> 00:26:50,870 +القوائم المالية للعملات الأجنبية لعملات المنشأة في + +429 +00:26:50,870 --> 00:26:53,610 +مواعيد التقرير إن المسائل الأساسية في المحاسبة عن + +430 +00:26:53,610 --> 00:26:56,970 +العملات بالعملات الأجنبية والعمليات الأجنبية هي + +431 +00:26:56,970 --> 00:27:01,770 +تحديث سعر الصرف الواجب استخدامه تماما الواجب + +432 +00:27:01,770 --> 00:27:06,600 +استخدامه وكيفية الاعتراف في القوانين المالية بأثر + +433 +00:27:06,600 --> 00:27:11,280 +التغير في أسعار الصرف نطاقه على كل المعاملات + +434 +00:27:11,280 --> 00:27:14,360 +بالعملة الأجنبية وكذلك ترجمة القوانين المالية + +435 +00:27:14,360 --> 00:27:16,140 +بالعملة الأجنبية مشهورة في القوانين المالية منشأة + +436 +00:27:16,140 --> 00:27:20,370 +بواسطة التوحيد أو التوحيد النسبي تماما أو بطريقة + +437 +00:27:20,370 --> 00:27:22,630 +الملكية اللي هي التعامل هذا المعيار مع محاسبة + +438 +00:27:22,630 --> 00:27:25,730 +التحوط لبنود العملة الأجنبية عدا عن فروق الصرف + +439 +00:27:25,730 --> 00:27:29,210 +الناشئة من الاتزان بعملة أجنبية طبعا عشان ما أطولش + +440 +00:27:29,210 --> 00:27:31,470 +عليكم وعشان احنا بياخدوا شواركت كتير نجف عند هذا + +441 +00:27:31,470 --> 00:27:35,930 +الحد المطلوب في احنا هحددلكم بالضبط ما هي المعايير + +442 +00:27:35,930 --> 00:27:39,930 +المهمة الواجب عليكم تعرفوا نطاقها وهدفها على وجه + +443 +00:27:39,930 --> 00:27:43,190 +الخصوص طبعا مرهانة مرور سريع عشان ننهي هذه + +444 +00:27:43,190 --> 00:27:46,610 +المحاضرة في تكاليف الاقتراض في المعيار رقم 26 + +445 +00:27:46,610 --> 00:27:49,580 +محاسبة تقييم برامج بنافع التقاعد في عندنا البيانات + +446 +00:27:49,580 --> 00:27:51,580 +المالية المحدة والمحاسبة على استثمار في الشركات + +447 +00:27:51,580 --> 00:27:54,880 +التابعة والمحاسبة على استثمار في الشركات الزميلة + +448 +00:27:54,880 --> 00:27:59,300 +عن التقييم المالي في اتصالات المعدل التضخم المرتفع + +449 +00:27:59,300 --> 00:28:03,980 +وفي عندنا الأدوات المالية الإفصاح والعرض وما إلى + +450 +00:28:03,980 --> 00:28:08,550 +ذلك في ربحية الأسلوب زي ما نشاهد فيه معيار تمام هي + +451 +00:28:08,550 --> 00:28:12,250 +معيار ربحية الأسهم 33 معيار التقييم المالي + +452 +00:28:12,250 --> 00:28:15,910 +الـمرحلية معيار انخفاض قيمة الموجودات معيار + +453 +00:28:15,910 --> 00:28:19,070 +المخصصات الموجودة بقوات المحتملة معيار الموجودات + +454 +00:28:19,070 --> 00:28:21,810 +غير الملموسة وهذا معيار برضه مهم اللي هو أثر كبير + +455 +00:28:21,810 --> 00:28:25,310 +في عندنا كمان الأدوات المالية الاعتراف و القياس في + +456 +00:28:25,310 --> 00:28:29,010 +العقارات الاستثمارية وآخر إشي عندنا معيار الزراعة + +457 +00:28:29,010 --> 00:28:31,430 +وطبعا بنتكلم عن الزراعة مش زراعة النباتات بس و + +458 +00:28:31,430 --> 00:28:35,190 +اللي بتدخل فيه الحيوانات والتحويل الحيوي إلى آخره + +459 +00:28:35,700 --> 00:28:38,340 +احنا هنكتفي لعند هذا الحد بإذن الله سبحانه وتعالى + +460 +00:28:38,340 --> 00:28:42,220 +بنذكر بال quiz إن شاء الله بداية الأسبوع القادم في + +461 +00:28:42,220 --> 00:28:45,420 +أول تلت أيام يعني من السبت للاتنين غالبا هيكون + +462 +00:28:45,420 --> 00:28:48,120 +عشان ماتسألونيش عن المجموعة كذلك بإذن الله سبحانه + +463 +00:28:48,120 --> 00:28:52,540 +وتعالى بكون خلصنا الفصل الثاني مع الملحق الخاص بيه + +464 +00:28:52,540 --> 00:28:56,660 +سوف أنزل اللي هو ال slides و هنزل بإذن الله سبحانه + +465 +00:28:56,660 --> 00:29:01,400 +وتعالى الملف ال word هذا الخاص بالمعايير و بإذن الله + +466 +00:29:01,400 --> 00:29:05,640 +سبحانه وتعالى نلتقي على خير في ال quiz القادم بإذن + +467 +00:29:05,640 --> 00:29:08,160 +الله quiz الفصل الثاني و كذلك نسأل الله سبحانه + +468 +00:29:08,160 --> 00:29:11,800 +وتعالى أجمعنا بكم على خير نسأل الله أن يوفقكم لكل + +469 +00:29:11,800 --> 00:29:15,900 +خير أن يثبتكم على الحق والعدل والدين وجزاكم الله + +470 +00:29:15,900 --> 00:29:18,720 +خيرا والسلام عليكم ورحمة الله تعالى وبركاته diff --git a/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/IbdlGrWKvO8_postprocess.srt b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/IbdlGrWKvO8_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..67f3df31a977ee2850af84e18185dc23eaf48d70 --- /dev/null +++ b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/IbdlGrWKvO8_postprocess.srt @@ -0,0 +1,1880 @@ +1 +00:00:00,620 --> 00:00:03,720 +أعود بالله السماء العليم من الشيطان الرجيم الحمد + +2 +00:00:03,720 --> 00:00:07,780 +لله وكفى والصلاة والسلام عن نبيه المصطفى أبناء + +3 +00:00:07,780 --> 00:00:10,820 +الطلب الأعزاء السلام عليكم ورحمة الله تعالى + +4 +00:00:10,820 --> 00:00:15,100 +وبركاته ها نحن بفضل الله سبحانه وتعالى نلتقي مجددا + +5 +00:00:15,100 --> 00:00:19,160 +في مساق المحاسبة الدولية في ملحق الفصل الثاني في + +6 +00:00:19,160 --> 00:00:23,560 +المحاضرة المصورة السابعة بإذن الله سبحانه وتعالى + +7 +00:00:23,560 --> 00:00:27,200 +بعنوان معايير المحاسبة الدولية والمعايير الدولية + +8 +00:00:27,200 --> 00:00:31,800 +لإعداد التقارير الماليةكنا قد تكلمنا في المحاضرات + +9 +00:00:31,800 --> 00:00:36,340 +السابقة عن أهمية معايير المحاسبة الدولية والتي + +10 +00:00:36,340 --> 00:00:41,860 +صدرت عن لجنة معايير المحاسبة الدولية وعددها 41 + +11 +00:00:41,860 --> 00:00:48,740 +معيار ثم قلنا في سنة 2001 جاءت تم تحويل اسمها إلى + +12 +00:00:48,740 --> 00:00:52,160 +مجلس معايير المحاسبة الدولية International + +13 +00:00:52,160 --> 00:00:57,020 +Accounting Standards Board و أصدرت مجموعة من + +14 +00:00:57,020 --> 00:01:03,900 +معاييرإعداد التقارير المالية وعددها 17 معيار في + +15 +00:01:03,900 --> 00:01:08,680 +حين قمت بإلغاء العديد من المعايير وبقيت في معايير + +16 +00:01:08,680 --> 00:01:15,260 +المحاسبة الدولية IAS 28 معيارا حسب آخر تحديث + +17 +00:01:15,260 --> 00:01:20,600 +البيانات في تاريخ 18 تلاتة ألفين واحد وعشرين كنا + +18 +00:01:20,600 --> 00:01:25,280 +قد تعرضنا في المحاضرة السابقة للتعريف بمعايير + +19 +00:01:25,280 --> 00:01:31,210 +إعداد التقارير الماليةاللي IFRS وسنتعرف بإذن الله + +20 +00:01:31,210 --> 00:01:36,690 +في هذه المحاضرة للتعريف بالـ IAS International + +21 +00:01:36,690 --> 00:01:42,310 +Accounting Standards طبعا احنا بنأكد مرة تانية + +22 +00:01:42,310 --> 00:01:45,070 +بإذن الله ستكون هذه المحاضرة الأخيرة في هذا الفصل + +23 +00:01:45,070 --> 00:01:49,790 +وبالتالي نؤكد على ضرورة الاستعداد لاختبار قصير في + +24 +00:01:49,790 --> 00:01:53,130 +هذا الفصل بإذن الله سبحانه وتعالى كما فعلنا في + +25 +00:01:53,130 --> 00:01:59,060 +الفصل السابقكذلك نؤكد على أهمية معرفة المعايير أو + +26 +00:01:59,060 --> 00:02:03,140 +معايير المحاسبة الدولية سواء كانت ال IAS أو ال + +27 +00:02:03,140 --> 00:02:07,340 +IFRS وقلنا الامتحان بيجي غالبا عدد عدد من معايير + +28 +00:02:07,340 --> 00:02:12,580 +ال IFRS أو عدد عدد من معايير ال IAS وممكن يجي سؤال + +29 +00:02:12,580 --> 00:02:17,080 +طبعا احنا بنركز على المعايير الدولية سواء كانت + +30 +00:02:17,080 --> 00:02:19,340 +معايير الإبلاج المالي الدولية أو معايير المحاسبة + +31 +00:02:19,340 --> 00:02:23,500 +الدولية بنركز على دايما هدف المعيار نطاق المعيار + +32 +00:02:23,700 --> 00:02:27,240 +هدف المعيار يعني ليش نعمل المعيار أما النطاق على + +33 +00:02:27,240 --> 00:02:31,060 +من ينطبق المعيار وعلى من لا ينطبق المعيار كنا + +34 +00:02:31,060 --> 00:02:33,760 +تتكلمنا في المحاضرة السابقة أن سبب عدم تطبيق + +35 +00:02:33,760 --> 00:02:37,880 +المعيار هو أن معيير أخرى هي لا تتطبق في هذه + +36 +00:02:37,880 --> 00:02:41,960 +الحالات طبعا سنستعرض بإذن الله سبحانه وتعالى الآن + +37 +00:02:41,960 --> 00:02:48,240 +معيير المحاسبة الدولية وهي 28 معيار حتى تاريخهفي + +38 +00:02:48,240 --> 00:02:52,620 +حين كانت قد صدرت 41 معيار ولكن مع إلغاء بعض + +39 +00:02:52,620 --> 00:02:56,900 +المعايير وتحديد بعض المعايير أصبحت الآن 28 معيار + +40 +00:02:56,900 --> 00:03:01,240 +سنبدأ بالتفصيل أولا بالتعرف على جدول يبين هذه + +41 +00:03:01,240 --> 00:03:05,720 +المعايير المتبقية 28 في نفس الوقت سنستعرض بعض + +42 +00:03:05,720 --> 00:03:10,380 +المعايير والتي يجب الاهتمام فيمايتعلق بأهداف + +43 +00:03:10,380 --> 00:03:14,560 +المعيار ونطاق المعيار ليس المطلوب حفظ المعايير + +44 +00:03:14,560 --> 00:03:17,280 +لأنه لا يمكن حفظها لكن على الأقل لما أقول لك في + +45 +00:03:17,280 --> 00:03:19,540 +معيار اسمه معيار الدخل بدك تعرف انه اه والله في + +46 +00:03:19,540 --> 00:03:22,420 +معيار اسمه معيار الدخل في معيار اسمه العرض + +47 +00:03:22,420 --> 00:03:25,300 +والإفساح اه في معيار اسمه العرض والإفساح في كذا + +48 +00:03:25,300 --> 00:03:28,720 +كذا بدك تكون عارف كل هاي الشغلة نبدأ على بركة الله + +49 +00:03:30,400 --> 00:03:34,000 +معيير المحاسبة الدولية القائمة التالية مجموعة من + +50 +00:03:34,000 --> 00:03:37,940 +معيار المحاسبة الدولية صارت المفعول حتى لحظة إعداد + +51 +00:03:37,940 --> 00:03:43,600 +هذه المحاضرة وهي كما كما نرى طبعا معيار رقم واحد + +52 +00:03:43,600 --> 00:03:46,960 +زي ما احنا شايفين اللي هو معيار عرض القوائم + +53 +00:03:46,960 --> 00:03:51,220 +المالية presentation of financial statements بعد + +54 +00:03:51,220 --> 00:03:55,380 +هيك بيجعلنا معيار هنا عفوا المخزون المخزون + +55 +00:03:58,660 --> 00:04:01,960 +المعيار المخزون هو المعيار المحاسب الدولي رقم 2 + +56 +00:04:01,960 --> 00:04:07,340 +Inventories ثم ندخل لمعيار رقم 7 Statement of Cash + +57 +00:04:07,340 --> 00:04:12,540 +Flows قد يسأل سائل 3،4،5،6 وين طبعا كلهم التقوا + +58 +00:04:12,540 --> 00:04:19,200 +وحلت مكانهم معيير IFRS وبالتالي دلوقتي سالة + +59 +00:04:19,200 --> 00:04:23,980 +المفروض هو الأول التاني السابع التامن التاسع صار + +60 +00:04:23,980 --> 00:04:30,730 +ملغىالتالت هو بيان قائمة التدفقات النقدية بعدها + +61 +00:04:30,730 --> 00:04:33,570 +هنأخد السياسات المحاسبية والتغيرات في التقديرات + +62 +00:04:33,570 --> 00:04:37,030 +المحاسبية والأخطاء بعد هيك هناخد الأحداث المعيار + +63 +00:04:37,030 --> 00:04:41,430 +رقم 10 الأحداث اللاحقة لفترة إعداد التقرير المالي + +64 +00:04:41,430 --> 00:04:45,850 +المعيار رقم 11 بيحكي عن عقود الإنشاءات المعيار رقم + +65 +00:04:45,850 --> 00:04:49,950 +12 بيحكي عن ضرائب الدخل المعيار رقم 16 بيحكي عن + +66 +00:04:49,950 --> 00:04:53,310 +الممتلكات والآلات والمعدات المعيار المحاسب للدولة + +67 +00:04:53,310 --> 00:04:58,410 +رقم 17 بيحكي عن الإيجاراتالمعيار الرقم 18 بيحكي + +68 +00:04:58,410 --> 00:04:59,970 +هنا عن الإيرادات + +69 +00:05:03,210 --> 00:05:07,370 +المعيار رقم 19 بيحكي عن employee benefits اللي هو + +70 +00:05:07,370 --> 00:05:12,090 +استحققات الموظفين أو بنسميها احنا يا شباب منافع + +71 +00:05:12,090 --> 00:05:17,830 +الموظفين بعدين هنحكي عن معيار المحاسب رقم 20 طبعا + +72 +00:05:17,830 --> 00:05:21,470 +احنا استحققات صحيحة لكن هو اصح منافع الموظفين + +73 +00:05:21,470 --> 00:05:24,510 +محاسبة الملح الحكومية والافصال على المساعدات + +74 +00:05:24,510 --> 00:05:28,550 +الحكوميةهنحكي بعد ذلك عن أثار التغير في أسعار صرف + +75 +00:05:28,550 --> 00:05:31,970 +العينات الإجنبية اللي هو معيار رقم 21 وهذا معيار + +76 +00:05:31,970 --> 00:05:34,510 +مهم سنتطرق له في المساقى بإذن الله سبحانه وتعالى + +77 +00:05:34,510 --> 00:05:38,870 +في عندنا معيار رقم 23 تكاريف الاقتراض في عندنا + +78 +00:05:38,870 --> 00:05:44,830 +معيار رقم 24 إفساحات الأطلاف ذات العلاقة بعد ذلك + +79 +00:05:44,830 --> 00:05:48,570 +هنتطرق لمعيار 26 المحاسبة واتقيها عن طريق خطط + +80 +00:05:48,570 --> 00:05:53,900 +منافع التقاعدبعد ذلك هنتحرك لمعيار طبعا حتى الآن + +81 +00:05:53,900 --> 00:05:59,820 +نذكر معايير المحاسبة الدولية IAS طبعا معيار 27 + +82 +00:05:59,820 --> 00:06:05,060 +قوائم مالية منفصلة نحكي عن معيار رقم 28 زي ما احنا + +83 +00:06:05,060 --> 00:06:08,780 +شايفين استثمارات في شركات زميلة ومشاريع مشتركة + +84 +00:06:08,780 --> 00:06:12,440 +المعيار 29 بحكي عن إعداد التقارير المالية في + +85 +00:06:12,440 --> 00:06:15,140 +القطاعات الاقتصادية ذات الضخم المرتفع وهذا معيار + +86 +00:06:15,140 --> 00:06:20,960 +مهم هناخدهكذلك انا اتكلم عن الهو earnings per + +87 +00:06:20,960 --> 00:06:24,400 +share اللي هو معيار المحاسب الدولي رقم 33 ربحية + +88 +00:06:24,400 --> 00:06:28,780 +السهم بعدين هنحكي عن معيار اللي هو المعيار المحاسب + +89 +00:06:28,780 --> 00:06:33,840 +الدولي رقم 34 التقارير المالية المؤقتة بعدين هنحكي + +90 +00:06:33,840 --> 00:06:39,110 +عن معيار 36 اللي هو انخفاض قيمة الأصولبعد ذلك + +91 +00:06:39,110 --> 00:06:43,390 +هنتكلم عن المعيار المحاسب الدولي رقم 37 واللي + +92 +00:06:43,390 --> 00:06:46,530 +بتكلم عن المخصصات والاتزامات الطارئ أو الأصول + +93 +00:06:46,530 --> 00:06:51,750 +المحتملة بعد ذلك هنتكلم عن معيار رقم 38 Intangible + +94 +00:06:51,750 --> 00:06:55,330 +Assets اللي بيحكي عن أصول غير الملموسة زي الشهر أو + +95 +00:06:55,330 --> 00:06:58,510 +العالم التجاري وما إلى ذلك بعد ذلك هنتكلم عن معيار + +96 +00:06:58,510 --> 00:07:04,310 +رقم 39 الأدوات المالية الاعتراف والقياسثم المعيار + +97 +00:07:04,310 --> 00:07:08,690 +الرقم 40 اللي بيحكي عن الاستثمارات العقارية بعد + +98 +00:07:08,690 --> 00:07:12,630 +هيك هنتكلم عن المعيار المحاسبة الدولية رقم 4441 + +99 +00:07:12,630 --> 00:07:16,570 +الزراعة طبعا المصدر زي ما احنا شايفين هو اللي هي + +100 +00:07:16,570 --> 00:07:21,810 +ال IFRS اللي هي موظمة اللي هي او صفحة ال IFRS اللي + +101 +00:07:21,810 --> 00:07:26,470 +عدتها اللي هي مجلس لجلة معين محاسبة مجلس معين + +102 +00:07:26,470 --> 00:07:32,230 +محاسبة الدولية اللي هو IAS Boardوفيه ميارية عرض + +103 +00:07:32,230 --> 00:07:36,450 +موجز لهدف ولطاقة كل معيار نجعل معيار رقم 1 هو أول + +104 +00:07:36,450 --> 00:07:40,230 +معيار تم إعداده في معايير المحاسبة الدولية ونعرف + +105 +00:07:40,230 --> 00:07:43,610 +أن معايير المحاسبة الدولية هي سابقة لمعايير إعداد + +106 +00:07:43,610 --> 00:07:47,270 +التقارير المالية في أن هدف المعيار أن الهدف من هذا + +107 +00:07:47,270 --> 00:07:52,750 +المعياربيان عرض البيانات المالية للأغراض العامة + +108 +00:07:52,750 --> 00:07:55,150 +لضمان إمكانية مقارنة مع البيانات الخاصة بالمنشئات + +109 +00:07:55,150 --> 00:07:58,850 +للفترات السابقة والبيانات المالية المنشئات الأخرى + +110 +00:07:58,850 --> 00:08:02,150 +وللتحقيق هذا الهدف يحدد المعيار الاعتبارات الكلية + +111 +00:08:02,150 --> 00:08:05,170 +لعرض البيانات المالية والإرشادات الخاصة بهيكلها + +112 +00:08:05,170 --> 00:08:10,870 +إلى آخره، هنتكلم عنها بنوعمن الفهم العام لطاق + +113 +00:08:10,870 --> 00:08:13,330 +المعيار يعني على مين يطبق يجب أن يطبق على عرض + +114 +00:08:13,330 --> 00:08:15,330 +البيانات الخاصة بجميع الأغراض العامة المعدة + +115 +00:08:15,330 --> 00:08:18,930 +والعروض بمجمعين محاسبة دولية إن البيانات المجمعية + +116 +00:08:18,930 --> 00:08:21,030 +الأغراض العامة هي لتلك يقصد بها تلبط حاجات + +117 +00:08:21,030 --> 00:08:25,750 +المستخدمين إلى آخره ينطبق هذا المعيار وهذا التطبيق + +118 +00:08:25,750 --> 00:08:29,030 +على وجه الخصوص على كافة أنواع المشاة مما في ذلك + +119 +00:08:29,030 --> 00:08:32,710 +البنوك وشركات التأمينوهناك مطالبات إضافية لبنوك + +120 +00:08:32,710 --> 00:08:34,850 +ومؤسسات المالية الأخرى تتناسب من مطالبات هذا + +121 +00:08:34,850 --> 00:08:37,870 +المعيار ورد ذكر آخر في معيار محاسب الدولة الرقم 30 + +122 +00:08:37,870 --> 00:08:41,510 +وللأسف هذا المعيار ألغى وتم بعد ذلك إصدار معيار + +123 +00:08:41,510 --> 00:08:45,250 +يعني بدل عنه الافصاحات في بنات المال والمؤسسات + +124 +00:08:45,250 --> 00:08:48,830 +المالية والبنوك والشركات المالية المماثلة المعيار + +125 +00:08:48,830 --> 00:08:52,530 +رقم 2 اللي هو المخزون inventory هدف هذا المعيار + +126 +00:08:52,530 --> 00:08:56,610 +إلى وصف المعالج المحاسبية للمخزون حسب نظام التكلفة + +127 +00:08:56,610 --> 00:09:00,220 +التاريخيةوتعتبر تكلفة المخزون التي يجب أن يعترف + +128 +00:09:00,220 --> 00:09:02,840 +بها كأصل يدرج في الميزانية حتى يتحقق الإيراد + +129 +00:09:02,840 --> 00:09:05,840 +المتعلق به هي القضية الرئيسية في المحاسبة عن + +130 +00:09:05,840 --> 00:09:09,500 +المخزون ويقدم المعيار توجه لعمل تحديد قيمة أو + +131 +00:09:09,500 --> 00:09:14,280 +تكلفة المخزون الذي يعترف بها كمصروف ويشمل ذلك أي + +132 +00:09:14,280 --> 00:09:17,580 +تخفيد على صاف القيمة القابل للتحصيل كما يقدم + +133 +00:09:17,580 --> 00:09:20,140 +المعيار رشاد حول معدل التكلفة تستخدم لتحديد تكلفة + +134 +00:09:20,140 --> 00:09:23,720 +المخزون أنا بيدقول إن هذا المعيار من أهم أو من + +135 +00:09:23,720 --> 00:09:27,090 +المعايير مهمة جدا في معايير المحاسبة الدوليةهذا + +136 +00:09:27,090 --> 00:09:32,630 +المعيار بيفترض أو يعمل فيه تحديد تكلفة أو قيمة + +137 +00:09:32,630 --> 00:09:36,150 +مخزون أخر المدة وبالتالي عند تقييم قيمة مخزون أخر + +138 +00:09:36,150 --> 00:09:40,250 +المدة احنا بنأثر على شغلتين بنأثر على قائمة الدخل + +139 +00:09:40,250 --> 00:09:43,930 +من حيث الربح والخسارة بالزيادة أو بالنقص وبنأثر + +140 +00:09:43,930 --> 00:09:49,050 +على قيمة الأصول المتداولة أو غير الثابتة الموجودة + +141 +00:09:49,050 --> 00:09:54,850 +في الميزانيةوبالتالي مسألة التقييم تختلف من محاسب + +142 +00:09:54,850 --> 00:09:57,730 +إلى أخر أحنا نعرف أن في أكثر من 14 طريقة لتقييم + +143 +00:09:57,730 --> 00:10:03,210 +المخزون وهذه الـ 14 طريقة مختلفة عليها وفي طرق + +144 +00:10:03,210 --> 00:10:09,530 +أخرى لتقييم المخزون معتمدة ويمكن للمنشئات + +145 +00:10:09,530 --> 00:10:13,770 +الاقتصادية تطبيق جزء منها كما ينص المعيار لكن أنا + +146 +00:10:13,770 --> 00:10:18,430 +بأكد على قضية مهمة جدا أن مسألة التلاعب في قيمة + +147 +00:10:18,430 --> 00:10:23,100 +المخزون أو في طريقة احتسابتكلفة المخزون لها ما + +148 +00:10:23,100 --> 00:10:27,500 +بعدها من التأثير على قيمة صاف الربح وبالتالي على + +149 +00:10:27,500 --> 00:10:31,540 +الحكم على أداء هذه المنشأة احنا بنعرف ان صاف الربح + +150 +00:10:31,540 --> 00:10:35,980 +هو عبارة عن اللي هو هامش الربح ناقص المصاريف لكن + +151 +00:10:35,980 --> 00:10:39,080 +هامش الربح من أين أجا هو عبارة عن المبيعات ناقص + +152 +00:10:39,080 --> 00:10:42,400 +تكلفة البضاعة المباعة تكلفة البضاعة المباعة هي + +153 +00:10:42,400 --> 00:10:47,400 +عبارة عن بضاعة أول المدة زائد صاف المشتريات وطبعا + +154 +00:10:47,400 --> 00:10:51,980 +وتكليف المشتريات ناقصبضاعة أخر المدة اللي هي بنجو + +155 +00:10:51,980 --> 00:10:55,140 +السن المخزون اللي هي محل المعالجة في هذا المعيار + +156 +00:10:55,140 --> 00:10:57,920 +بتلاعن تكلفة البضاعة المباعة اللي بترحى من + +157 +00:10:57,920 --> 00:11:01,820 +الإرادات عشان نصل لهامش الربح وبالتالي طرق تحديد + +158 +00:11:01,820 --> 00:11:06,120 +قيمة مخزون المخزون أو بضاعة أخر المدة من الأمور + +159 +00:11:06,120 --> 00:11:09,700 +الهامة جدا جدا جدا في المحاسبة والتي تؤثر زي ما + +160 +00:11:09,700 --> 00:11:14,020 +قلنا سابقا على صفر الربح المنشهى من جهة وعلى قيمة + +161 +00:11:14,020 --> 00:11:19,810 +الأصول المتداولة من جهة أخرىهذا فيما يتعلق بهدف + +162 +00:11:19,810 --> 00:11:23,450 +المعيار وهذا شيء مهم جدا اليوم سنتحدث عن نطاق + +163 +00:11:23,450 --> 00:11:28,570 +المعيار نطاق المعيار يجب أن يطبق المعيار في + +164 +00:11:28,570 --> 00:11:30,490 +البيانات المالية المعددة حسب نظام التكلفة + +165 +00:11:30,490 --> 00:11:31,070 +التاريخية + +166 +00:11:34,050 --> 00:11:37,330 +المحاسب على المخزون ما عدا وهنا بنركز على كلمة ايش + +167 +00:11:37,330 --> 00:11:40,310 +ما عدا يعني في أمور لا يطبق عليه هذا المعيار زي + +168 +00:11:40,310 --> 00:11:43,730 +ايش جالك عمليات تشغيل ناجحة عن عقود الإنشاءات + +169 +00:11:43,730 --> 00:11:47,150 +والأدوات المالية طب ليش؟ جالك لأنه في معيار خاص + +170 +00:11:47,150 --> 00:11:49,850 +بالعقود الإنشاءات وفي معيار محاسب دولي خاص + +171 +00:11:49,850 --> 00:11:55,010 +بالأدوات المالية فهي تكلفة المخزون في هذه العمليات + +172 +00:11:55,010 --> 00:11:58,030 +النهشة عن عقود الإنشاءات أو الأدوات المالية يجب + +173 +00:11:58,030 --> 00:12:03,280 +الادرجة من هذا المعيار كمان في عندنا كذلك المقزون + +174 +00:12:03,280 --> 00:12:06,420 +من الدواجن والمواشي والدواب وكذلك المنتجات + +175 +00:12:06,420 --> 00:12:10,500 +الزراعية والمعادن الخام في حال تقيمها بصافي القيمة + +176 +00:12:10,500 --> 00:12:13,380 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يعادلها زي الذهب وما + +188 +00:12:56,190 --> 00:12:59,870 +إلى ذلك الفضة الاخرى وذلك بإعداد قائم للدفقات + +189 +00:12:59,870 --> 00:13:02,870 +النقدية مع تقسيم التدفقات خلال تلك الفترة للدفقات + +190 +00:13:02,870 --> 00:13:04,330 +من ثلاث أنشطة أساسية + +191 +00:13:17,590 --> 00:13:22,270 +سواء في سندات سواء في أسهم وما إلى ذلك وفي عندنا + +192 +00:13:22,270 --> 00:13:25,930 +الأنشطة التمويلية والتي يكون في توسع في المنشأة + +193 +00:13:25,930 --> 00:13:29,150 +وبالتالي تحتاج إلى تمويل بعض العمليات لديها إذا + +194 +00:13:29,150 --> 00:13:32,730 +كنا بتجسم هذه القائمة الأنشطة إلى أنشطة تشغيلية + +195 +00:13:32,730 --> 00:13:35,410 +طبيعية اللي هي البيع والشراء الخاص بالمنشأة مثلا + +196 +00:13:35,410 --> 00:13:38,630 +التجارية وفي عندنا استثمارية إذا كان في عندنا فائض + +197 +00:13:38,630 --> 00:13:41,790 +أو ما هو كيف نستثمرها وفي عندنا التمويلية اللي + +198 +00:13:41,790 --> 00:13:47,290 +بتتحدث عن كيف تحصل على تمويل لأنشطتنانطاق المعيار، + +199 +00:13:47,290 --> 00:13:49,550 +يجب على المنشرة أن تقوم بإعداد قائمة بالدفقات + +200 +00:13:49,550 --> 00:13:52,830 +النقدية وذلك وفق لمطالبات هذا المعيار ويجب عرض تلك + +201 +00:13:52,830 --> 00:13:56,130 +القائمة كجزء متمم لبياناتها المالية إذا عند عرض + +202 +00:13:56,130 --> 00:13:59,690 +القوام المالية الكتمية، يجب أن يعرضه قائمة دفق + +203 +00:13:59,690 --> 00:14:02,290 +النقدي وذلك لكل فترة من الفيونات تقوم المنشرة + +204 +00:14:02,290 --> 00:14:06,090 +بإعدادها ببيانات مالية عنها طبعا هذولا التلات + +205 +00:14:06,090 --> 00:14:08,770 +معيار اللي أخذناها لحد الآن هي من المعيار المهمة + +206 +00:14:08,770 --> 00:14:13,620 +جداالمعيار رقم 8 صاف الربح أو الخسارة للفترة + +207 +00:14:13,620 --> 00:14:18,880 +الأخطاء الجوهرية التغيرات السياسات المحاسبية يهدف + +208 +00:14:18,880 --> 00:14:21,540 +المعيار إلى وصف التبويب والإفساح والمعالجة + +209 +00:14:21,540 --> 00:14:27,380 +المحاسبية لبعض المنود في قائمة الدخلمن أجل أن تقوم + +210 +00:14:27,380 --> 00:14:30,840 +كافة المشيئات بإعداد وعرض قوامة الدخل على أسس + +211 +00:14:30,840 --> 00:14:33,800 +منصقة وهذا يساعد المشيئات على مقارنة قوائمها + +212 +00:14:33,800 --> 00:14:36,980 +المالية مع تلك الخاصة بفترات سابقة وقد حكيناها + +213 +00:14:36,980 --> 00:14:41,320 +سابقة لما حكينا عن اللي هو العرض والإفساح ومع + +214 +00:14:41,320 --> 00:14:44,400 +البيانات المالية لمشيئات المماثلة أو المشابهة + +215 +00:14:44,400 --> 00:14:46,880 +وعليها فإن هذا المعيار يشترض للتويي والإفساح + +216 +00:14:46,880 --> 00:14:49,880 +بموضوع غير العادية إلى جانب الإفساح عن بعض الموضوع + +217 +00:14:49,880 --> 00:14:53,090 +من خلال أرباح وخسارة من أنشطة الاعتياديةكما يحدد + +218 +00:14:53,090 --> 00:14:56,090 +المعيار المعالج المحاسبي للتغيرات في التقديرات + +219 +00:14:56,090 --> 00:14:59,390 +المحاسبية والسياسات المحاسبية وتصحيح الأخطاء + +220 +00:14:59,390 --> 00:15:02,670 +الجهرية لاحظ وحكى عن شغل عن حوالي أربع أو خمس + +221 +00:15:02,670 --> 00:15:06,010 +شغلات الأولى الإفساح عن بلود غير عادية لك لازم + +222 +00:15:06,010 --> 00:15:09,750 +بلود غير عادية تفسح عنها بعيدا عن اللي هو مسألة + +223 +00:15:10,640 --> 00:15:12,860 +الافصاح عن الأربعة غسائر الطبيعية اللي هي من + +224 +00:15:12,860 --> 00:15:16,500 +الأنشطة من الاعتيادية زي ما احنا شايفين هان بدك + +225 +00:15:16,500 --> 00:15:19,800 +تفسح عنها كذلك المعالجات المحاسبية في التقديرات + +226 +00:15:19,800 --> 00:15:22,840 +المحاسبية أنا كنت بقدر الهلاكششي و اتضح لانه اشي + +227 +00:15:22,840 --> 00:15:25,940 +تاني تغير في السياسات المحاسبية اتحولت من FIFO ل + +228 +00:15:25,940 --> 00:15:30,680 +LIFO من weighted average ل LIFO من LIFO ل FIFO من + +229 +00:15:30,680 --> 00:15:34,180 +سياسة معينة لسياسة أخرى من أساس نقد لاستحقاق من + +230 +00:15:34,180 --> 00:15:38,370 +نقد لسحق معدل و الاخرىكذلك تصحيح الأخطاء الجوهرية + +231 +00:15:38,370 --> 00:15:42,690 +وكيف أنا أفسر عنها في القوائم المالية يجب أو لطاق + +232 +00:15:42,690 --> 00:15:45,730 +المعيار يجب تطبيق هذا المعيار في عرض الأرباح + +233 +00:15:45,730 --> 00:15:48,770 +والخسائر من الأنشطة الاتيادية والموت غير العادية + +234 +00:15:48,770 --> 00:15:51,210 +في قائمة الداخل وفي المحاسب على التغيرات في + +235 +00:15:51,210 --> 00:15:54,270 +التقدرات المحاسبية والأخطاء الجوهرية والتغيرات في + +236 +00:15:54,270 --> 00:15:57,730 +السياسات المحاسبية تتم المحاسب والإفسار عن الأثر + +237 +00:15:57,730 --> 00:16:00,570 +الضريبي على الموت غير العادية والأخطاء الرئيسية + +238 +00:16:00,570 --> 00:16:03,770 +والتغيرات في السياسات وفق المعيار المحاسب الدولي + +239 +00:16:03,770 --> 00:16:07,700 +الثاني عشر اللي هو معيار الدرائب بالدخلوالخاصة + +240 +00:16:07,700 --> 00:16:10,240 +بالمحاسبة عن ضرائب الداخل وهنا ما يشير المعيار + +241 +00:16:10,240 --> 00:16:15,540 +الثاني عشر للبنود الاستثنائية فإنه يتعين اعتبارها + +242 +00:16:15,540 --> 00:16:18,740 +بنود غير عادية تبقى لهذا المعيار إذا هو يتطبق على + +243 +00:16:18,740 --> 00:16:22,640 +كل المنشئات إلا ما تتبط فيها بالأثر الضريب للبنود + +244 +00:16:22,640 --> 00:16:25,720 +غير عادية والأقطار الرئيسية والتغيرات في السلسلات + +245 +00:16:25,720 --> 00:16:29,240 +المحاسبية فهي أنطبق عليها المعيار الدولي رقم 12 + +246 +00:16:29,240 --> 00:16:31,880 +وليس المعيار الدولي رقم 8 + +247 +00:16:34,930 --> 00:16:38,570 +المعيار الدولي رقم 10 الأحداث اللاحقة لتاريخ + +248 +00:16:38,570 --> 00:16:41,170 +الميزانية العمومية احنا بنعرف ان الميزانية + +249 +00:16:41,170 --> 00:16:45,050 +العمومية تعد مثلا مثلا في أغلب الشركات في 1312 من + +250 +00:16:45,050 --> 00:16:48,870 +نهاية كل سنة طيب بعد نهاية السنة حتى تقرير أو + +251 +00:16:48,870 --> 00:16:52,130 +إصدار تقرير مدق الحسابات الخارجي أو حتى الانتهاء + +252 +00:16:52,130 --> 00:16:55,990 +من تاريخ هذا القوى من المالية قد تحدث أحداث لاحقة + +253 +00:16:55,990 --> 00:16:59,410 +لهذا اللي هو التاريخ يكون لها أثر كبير على + +254 +00:16:59,410 --> 00:17:04,290 +استمرارية المنشأة لها أثر كبير علىالأهمية النسبية + +255 +00:17:04,290 --> 00:17:07,470 +في المنشأة فجالك هذا المعيار يفسر عنها هدف هذا + +256 +00:17:07,470 --> 00:17:10,310 +المعيار هو وصف متى يجب على المنشأة تعديل بيانات + +257 +00:17:10,310 --> 00:17:13,090 +المالية لحدث اللحظة لتاريخ الميزانية العالمية يعني + +258 +00:17:13,090 --> 00:17:16,350 +وقت ما تفرض على المنشأة ما تلتزمش بالتاريخ 31.3 + +259 +00:17:16,350 --> 00:17:22,150 +بالعكس 31.12 بل إنها تحط أثر مهم جدا هيحدث بعضها + +260 +00:17:22,150 --> 00:17:25,820 +للتاريخيؤثر على استماعات المونشة في القوانين + +261 +00:17:25,820 --> 00:17:28,580 +الميزانية مما يضطرها إلى تعديلها والافصاحات التي + +262 +00:17:28,580 --> 00:17:30,580 +يجب أن تكون مونشة أعطاها عن التاريخ مصادقة على + +263 +00:17:30,580 --> 00:17:32,220 +البيانات المالية مصدرة على الأحداث بعد تاريخ + +264 +00:17:32,220 --> 00:17:35,840 +الميزانية طب نطاق المعيار يجب أن يطبق هذا المعيار + +265 +00:17:35,840 --> 00:17:38,620 +في المحاسبة على الافصاح عن الأحداث بعد تاريخ + +266 +00:17:38,620 --> 00:17:40,840 +الميزانية العمية والطلب هذا المعيار أيضا من مونشة + +267 +00:17:40,840 --> 00:17:44,500 +عدم إعداد بياناتها المالية على مبدأ الاستمرارية + +268 +00:17:44,500 --> 00:17:47,760 +إذا دلت الأحداث بعد تاريخ الميزانية العمية على أن + +269 +00:17:47,760 --> 00:17:51,090 +مبدأ الاستمرارية غير ملئبيعني الأصل أننا نعدل + +270 +00:17:51,090 --> 00:17:53,350 +قوائم المالية على مبدأ استثمارية وخاصة قوامة + +271 +00:17:53,350 --> 00:17:56,850 +الداخل وقوامة المركز المالي كذلك برضه على قوامة + +272 +00:17:56,850 --> 00:17:59,030 +الاستثمارية بس قوامة الداخل أكثر يعني على وجه + +273 +00:17:59,030 --> 00:18:02,190 +الخصوص إذا دلت الأحداث بع طريق الميزانية على أن + +274 +00:18:02,190 --> 00:18:04,550 +مبدأ الاستثماري غير ملائم يعني خسرنا قضية ضخمة + +275 +00:18:04,550 --> 00:18:09,190 +فقدنا عقد من عقود ضخمة كان أثر عن الربح أرباحنا + +276 +00:18:09,190 --> 00:18:12,450 +التشغيلية متوقع خلال الفترة القادمة تنزل بسبب + +277 +00:18:12,450 --> 00:18:17,290 +استثناء حريق إلى آخرة تمام بعد ذلك هننطلق إلى اللي + +278 +00:18:17,290 --> 00:18:23,890 +هو العقود المقاولاتالمعيار رقم 11 المعيار 11 عقود + +279 +00:18:23,890 --> 00:18:26,990 +المقاولات هدف المعيار إلى توصيف المعالج المحاسبية + +280 +00:18:26,990 --> 00:18:30,210 +المناسبة لإرادات متجارية في عقود المقاولات طبعا + +281 +00:18:30,210 --> 00:18:32,650 +هذا المعيار بتكلم عن المقاولات لإنه أحيانا + +282 +00:18:32,650 --> 00:18:35,290 +المقاولات ممكن تتجهدش سنة و سنتين و تلاتة ممكن + +283 +00:18:35,290 --> 00:18:38,750 +تتعدى إلى عدة سنوات نظر لطبيعة أما المقاولات فإن + +284 +00:18:38,750 --> 00:18:41,210 +تاريخ بني تنفيذ العقد و تاريخ إتمام هو يقرعن عادة + +285 +00:18:41,210 --> 00:18:43,900 +في سنوات مالية مختلفةيعني انا ممكن انا امس ابدأ + +286 +00:18:43,900 --> 00:18:47,920 +عقد مقاولة في .. مثلا في تلاتين تسعة الفين وعشرين + +287 +00:18:47,920 --> 00:18:51,700 +وتنتهي معي في تلاتين .. في واحد تلاتين تمانية + +288 +00:18:51,700 --> 00:18:55,020 +الفين وخمس وعشرين متى احسب الإيراد؟ كيف احسب + +289 +00:18:55,020 --> 00:18:57,280 +الإيراد؟ وعلى ذلك فإن النقطة الأساسية في المحاسبة + +290 +00:18:57,280 --> 00:19:00,060 +على عقود المقالات مثلا في كفية توزيع إيرادات + +291 +00:19:00,060 --> 00:19:02,660 +وتكليف العقد على السنوات التي تم خلالها إنجاز + +292 +00:19:02,660 --> 00:19:06,440 +العقديعني مثلا لما نقول بدأت العقل لإنه في تلاتين + +293 +00:19:06,440 --> 00:19:10,080 +تسعة الفين وعشرين ومدة خمس سنوات لإنشاء طريق سريع + +294 +00:19:10,080 --> 00:19:14,360 +أو لإنشاء عدة عمارات إلى آخره أو عدة مباني السؤال + +295 +00:19:14,360 --> 00:19:18,280 +كام أحسب إيرادات للسنة الأولى للسنة التانية للسنة + +296 +00:19:18,280 --> 00:19:21,020 +التالتة للسنة الرابعة إلى السنة الخامسة يعني إيش + +297 +00:19:21,020 --> 00:19:23,020 +نصيب كل سنة من الإيرادات؟ إيش نصيب كل سنة من + +298 +00:19:23,020 --> 00:19:26,400 +التكليف؟ كيف أحسب الأرباح والقسار؟ وهذا طبعا بحتاج + +299 +00:19:26,400 --> 00:19:30,060 +لمعيار مهم جدا هو عقود المقاولات أو عقود الإنشاءات + +300 +00:19:31,600 --> 00:19:34,800 +وبالتالي يستخدم هذا المعيار أسس تحقيق الإيراد كما + +301 +00:19:34,800 --> 00:19:37,340 +جاء بالإطار الخاص بإعداد وعرض بيانات المالية + +302 +00:19:37,340 --> 00:19:40,040 +لتحديد توقيت الاعتراف بالإيرادات ومصروفات العقد + +303 +00:19:40,040 --> 00:19:43,580 +بقائمة الدخل كما يقدم المعيار إشهادات عملية لتوضح + +304 +00:19:43,580 --> 00:19:49,740 +كفية تطبيق تلك الأساس أما نطابق هذا المعيار عند + +305 +00:19:49,740 --> 00:19:52,740 +محاسبة أقود المقاولات بالبيانات المالية الشركات + +306 +00:19:52,740 --> 00:19:58,530 +المقاولة بعد ذلك نذهب لمعيار رقم 12IAS اللي هو + +307 +00:19:58,530 --> 00:20:01,990 +ضرائب الداخل يعد في الميارة يوصف المعالج المحسبي + +308 +00:20:01,990 --> 00:20:05,390 +لضرائب الداخل والمثل السيء في تلك هي كيف تتم + +309 +00:20:05,390 --> 00:20:08,070 +المحاسبة عن التبعات الجارية والمستقبلية للضرائب + +310 +00:20:08,070 --> 00:20:10,850 +أحيانا بيكون انك انت عندك ضريبة مبالغ ويكون عندك + +311 +00:20:10,850 --> 00:20:14,390 +استردادات ويكون عندك أصول ويكون عندك التزامات + +312 +00:20:14,390 --> 00:20:17,470 +فبتكلم هو هانا عن إيه الشيءاللي هو التبعات + +313 +00:20:17,470 --> 00:20:20,330 +التجارية والمستقبلية الارثارداد اللي هو استداد + +314 +00:20:20,330 --> 00:20:22,790 +المستقبل لمبالغ سجلة كموجودة واطلبات معتربها في + +315 +00:20:22,790 --> 00:20:25,310 +الميزانية العاملية المنشأة العمليات والأحداث + +316 +00:20:25,310 --> 00:20:27,910 +الأخرى للفترة التجارية المعترب بها البنات المالية + +317 +00:20:27,910 --> 00:20:30,650 +كذلك يعالج هذا الميار اعتراب بالموجودات الدربية + +318 +00:20:30,650 --> 00:20:32,930 +المؤجلة للنشأة الخسارة أو قصومات الدريبة غير + +319 +00:20:32,930 --> 00:20:35,830 +المستخدمة وعرض درائب الدخل في البنات المالية + +320 +00:20:35,830 --> 00:20:39,340 +والافصال عن المعلومات علاقة بدرائب الدخلأما لو + +321 +00:20:39,340 --> 00:20:42,240 +نتكلم عن النطاق يطبق هذا المعيار في محاسبة عن + +322 +00:20:42,240 --> 00:20:44,960 +ضرائب الداخل وتضم ضرائب الداخل جميع الضرائب + +323 +00:20:44,960 --> 00:20:47,400 +المحلية والأجنبية المفروضة على الأرباح الخاضعة + +324 +00:20:47,400 --> 00:20:51,100 +للضريبة كما تشمل ضرائب الداخل ضرائب مثل ضرائب + +325 +00:20:51,100 --> 00:20:54,000 +المستقطعة والواجب سدادها من قبل المشاركة التابعة + +326 +00:20:54,000 --> 00:20:57,000 +والزميلة طبعا لما نتكلم عن التابعة اللي بتملك فيها + +327 +00:20:57,000 --> 00:21:01,460 +الشركة أكتر من 50% في أكتر الزميلة من 20% ل 50% أو + +328 +00:21:01,460 --> 00:21:04,640 +ما دون 50% والمشاريع المشتركة عند قيامة توزيع + +329 +00:21:04,640 --> 00:21:09,140 +الأرباح إلى آخرةالمعيار المحاسب الدولي رقم 16، + +330 +00:21:09,140 --> 00:21:12,040 +الممتلكات والتجهيزات والمعدات، يهدف إلى وصف + +331 +00:21:12,040 --> 00:21:14,920 +المعالج المحاسبية لممتلكات والتجهيزات والمعدات، + +332 +00:21:14,920 --> 00:21:17,100 +وتتمثل قضايا رئيسية محاسبة الممتلكات والتجهيزات + +333 +00:21:17,100 --> 00:21:20,260 +والمعدات في توقيت الاعتراف بالأصل، وتحديد قيمته + +334 +00:21:20,260 --> 00:21:24,500 +المسجل ونفقات استهلاكه، الواجبات التسجيل والتحديد، + +335 +00:21:24,500 --> 00:21:26,400 +يشترط هذا المعيار الاعتراف بمنظر الممتلكات + +336 +00:21:26,400 --> 00:21:28,940 +والتجهيزات كأصل، حينما يستو في تعريفه معين + +337 +00:21:28,940 --> 00:21:31,500 +الاعتراف بالأصل، طبقًا لإطار إعداد وعرض البيانات + +338 +00:21:32,450 --> 00:21:36,350 +إذا هم بتتكلم عن الأصول والممتلكات نطاقه يطبق هذا + +339 +00:21:36,350 --> 00:21:38,210 +المعيار في المحاسبة على الممتلكات والتجارب + +340 +00:21:38,210 --> 00:21:41,850 +والمعدات ما عدا تلك الحالات التي يشترط أو يسمع + +341 +00:21:41,850 --> 00:21:45,470 +فيها ميار محاسبي دول آخر بمعالجة محاسبية مختلفة + +342 +00:21:45,470 --> 00:21:49,730 +إذا ما ده فيه معيار بسمحبمعالجة محسبية مختلفة + +343 +00:21:49,730 --> 00:21:53,490 +باختلاف عشان ذلك لاحظوا البعد النطاق لا يطبق هذا + +344 +00:21:53,490 --> 00:21:56,210 +المعيار على الغابات وما شبهها الموارد الطبيعية + +345 +00:21:56,210 --> 00:21:59,790 +متجددة لأنه في معيار محسبي دولي خاص بالغابات حقوق + +346 +00:21:59,790 --> 00:22:05,650 +التعدين برضه في معيار محسبي دولي خاص بالموارد + +347 +00:22:05,650 --> 00:22:09,110 +المعدنية استكشاف واستخراج المعدن والنفط وغزو وشبه + +348 +00:22:09,110 --> 00:22:13,690 +من الموارد الاخرىالمعيار 17 بتكلم عن عقود الإيجار + +349 +00:22:13,690 --> 00:22:16,970 +هدف هذا المعيار أن يبين الساجين والمؤجلين السياسات + +350 +00:22:16,970 --> 00:22:19,890 +ولا في صحات المحاسبين ومسلطين تطبيقها فيما يتعلق + +351 +00:22:19,890 --> 00:22:23,310 +بعقود الإيجار التمويلي والتشغيلي طب نتكلم عن إيجار + +352 +00:22:23,310 --> 00:22:25,850 +التمويلي أن أنا بتمول زي مثل الإيجار المنتهي + +353 +00:22:25,850 --> 00:22:28,830 +بالتمليك أو الإيجار التشغيلي الطبيعي اللي أنا بأجر + +354 +00:22:28,830 --> 00:22:32,680 +فيه شيء معينالنطاق يُطبّق على كافة عقود الإيجار في + +355 +00:22:32,680 --> 00:22:35,760 +معاعدها اتفاقيات الإيجار لاستكشاف واستخدام الوردة + +356 +00:22:35,760 --> 00:22:39,480 +الطبيعية لأنه فيه معينية خاصة فيها اتفاقيات ترخيص + +357 +00:22:39,480 --> 00:22:41,580 +خاصة بلود مثل الأفلام السينمية وفي زيادة الفيديو + +358 +00:22:41,580 --> 00:22:44,740 +المصريات وبرارات اختراع واقلاش والتأليف وفيها أن + +359 +00:22:44,740 --> 00:22:48,360 +موضوع كامل أو معيار كامل بيحكي عن الأصول غير + +360 +00:22:48,360 --> 00:22:53,660 +الملموسة ينطبق على الميارة اتفاقيات تحول تحول حق + +361 +00:22:53,660 --> 00:22:56,900 +استعمال وجودات حتى وإن طلب من المؤجر خدمات كبيرة + +362 +00:22:56,900 --> 00:23:00,880 +فيما يتعلق بالتشغيل إلى آخرهاومن ناحية خلّانا نطبق + +363 +00:23:00,880 --> 00:23:04,140 +هذا المعيار على اتفاقيات التي هي عقود للخدمات التي + +364 +00:23:04,140 --> 00:23:08,700 +لا تحول حق أو لو تحول حق استخدام الموجودات من طرف + +365 +00:23:08,700 --> 00:23:12,280 +تعقد للطرف الآخرفيها المعيار الإيرادات وهذا من أهم + +366 +00:23:12,280 --> 00:23:15,480 +برضه المعيير لأنه مهم جدا في توقيت اعتراف + +367 +00:23:15,480 --> 00:23:19,040 +بالإيرادات جالك تدامة تعريف الدخل في الإطار الخاص + +368 +00:23:19,040 --> 00:23:20,900 +بالأوروبا القوم اللي معناه الزيادة في المنافع + +369 +00:23:20,900 --> 00:23:24,000 +الاقتصادية خلال الفترة المحاسبية في صور التدافقات + +370 +00:23:24,000 --> 00:23:27,260 +الداخلية أو زيادة في الموجودات أو النقص في + +371 +00:23:27,260 --> 00:23:32,700 +المطلوبات طبعا هنا أول نقص في المطلوباتينتج عنها + +372 +00:23:32,700 --> 00:23:35,940 +زيادة في حقوق الملكية وهذا أهم حاجة أن الإيرادات + +373 +00:23:35,940 --> 00:23:39,160 +تؤدي إلى زيادة في حقوق الملكية وذلك خلال ما يقدّم + +374 +00:23:39,160 --> 00:23:41,260 +الناس مساهمات وتشمل الداخل على كل الإيرادات + +375 +00:23:41,260 --> 00:23:44,000 +والمكاسب وتمثل إيرادات الداخل الناجع عن أنشطة + +376 +00:23:44,000 --> 00:23:47,800 +عادية للمنشأة وإشار إليه باستخدام وسمات مختلفة مثل + +377 +00:23:47,800 --> 00:23:50,120 +المبيعات، العمولات، الفوائد، إيرادات على كل + +378 +00:23:50,120 --> 00:23:53,060 +الإمتياز ويهدف هذا المعيار إلى وصف المعاجلة + +379 +00:23:53,060 --> 00:23:55,200 +المحصولة على كل إيراد ناجع أنهار محدد من المبيعات + +380 +00:23:55,200 --> 00:23:59,270 +ولاحدةطب إيش نطاقه؟ قالك يجب تطبيق دا ميارة محاسبة + +381 +00:23:59,270 --> 00:24:01,430 +إرادات النجمة وميارات وحدات التانية بيع السلع + +382 +00:24:01,430 --> 00:24:04,370 +وتأديه للخدمات استعمال أطراف أخرى لموجودة المولشة + +383 +00:24:04,370 --> 00:24:06,670 +وإراداتها من فوائد إراداتها من حكومة إتياز وأرباح + +384 +00:24:06,670 --> 00:24:10,910 +الأسهم تشمل بضائع على السلع المنتجة بمعرفة المولشة + +385 +00:24:10,910 --> 00:24:14,090 +بغرض بيعها ولو السلع مشترها بقصد عادة بيعها يترتب + +386 +00:24:14,090 --> 00:24:17,630 +على استخدام الغير لموجودات المولشة الأشكال التالية + +387 +00:24:17,630 --> 00:24:21,090 +فوائدطبعا الكلام الفائد هي عبارة عن أعباء مقابل + +388 +00:24:21,090 --> 00:24:23,770 +استخدام نقدية أو نقدية يعني لما أحط ودائع بيطلع + +389 +00:24:23,770 --> 00:24:26,790 +لفوائد إيرادات حقوق الإمتياز وهي عبارة عن أعباء + +390 +00:24:26,790 --> 00:24:29,810 +مقابل استخدام بعض الموجودات طويلة الأجر مثل براية + +391 +00:24:29,810 --> 00:24:32,470 +الإختراع أو علامة تجارية إذا اللي أحنا قلنا فيه + +392 +00:24:32,470 --> 00:24:35,710 +فوائد مقابل ودائع أو استخدام النقد في إيرادات حقوق + +393 +00:24:35,710 --> 00:24:39,350 +إمتياز مقابل استخدام شهرة أو استخدام علامة تجارية + +394 +00:24:39,350 --> 00:24:42,190 +أو براية اختراع في أرباح الأسهم هي عبارة عن أرباح + +395 +00:24:42,190 --> 00:24:47,270 +توزيعات الأسهم في حصص الشركةلا يتناول هذا المعيار + +396 +00:24:47,270 --> 00:24:50,010 +الإيراد الناتج من ميالي عقود الإيجار وعقود التأمين + +397 +00:24:50,010 --> 00:24:52,630 +بشركات التأمين لأنه في عنا معيار بتعلق بعقود + +398 +00:24:52,630 --> 00:24:57,110 +الإيجار ومعيار بتعلق بشركات أو عقود التأمين كذلك + +399 +00:24:57,110 --> 00:24:59,350 +لا يتناول التغييرات في القيمة العادلة ووجهات + +400 +00:24:59,350 --> 00:25:02,250 +المالية والتخلص منها لأنه في معيار بتكلم عنها في + +401 +00:25:02,250 --> 00:25:04,890 +الزيادة الطبيعية في قطعان الماشي والمحصيل الزراعي + +402 +00:25:04,890 --> 00:25:08,570 +لأنه في معيار رقم 41 بحكي عنها في عنا معيار رقم 19 + +403 +00:25:08,570 --> 00:25:15,570 +تكلفة منافع الموظفين المر عليهمحاسبة المنح الحكومي + +404 +00:25:15,570 --> 00:25:18,810 +والإفساحات عن المساعدات الحكومية + +405 +00:25:25,790 --> 00:25:28,870 +والافصاح المساعدة النقدية كيف لازم تفصح واش لازم + +406 +00:25:28,870 --> 00:25:31,770 +نعمل فيه هنا معيار 21 وهو هذا مهم جدا هناخده احنا + +407 +00:25:31,770 --> 00:25:34,750 +في هذا الفصل أثر التغيرات في سعر صرف العملات + +408 +00:25:34,750 --> 00:25:38,490 +الأجنب وطبعا هذا المعيار مهم جدا لإن في فلسطين + +409 +00:25:38,490 --> 00:25:42,850 +خاصة لإن احنا بنتكلم عن كيف القوائم المالية انا + +410 +00:25:42,850 --> 00:25:46,410 +بشتغلها بالشكل مثلابينما الرأس المال تبعي بالدولار + +411 +00:25:46,410 --> 00:25:50,590 +وبالتالي انا لما اقوم بعملياتي بالشكل متى اعترف + +412 +00:25:50,590 --> 00:25:53,350 +بسعر الصرف وطبعا عندنا مشكلة كبيرة في قضية + +413 +00:25:53,350 --> 00:25:56,430 +الاعتراف باسعار الصرف وعندنا خاصة في دول العالم + +414 +00:25:56,430 --> 00:25:59,930 +كلها وغزا على وجهي خصوص تاني مافيش عملة وطنية و + +415 +00:25:59,930 --> 00:26:02,790 +أغلب الشركات بتشتغل بالعملات التلاتة يعني عندنا + +416 +00:26:02,790 --> 00:26:06,190 +بنوك تشتغل بالدنار و بنوك تشتغل بالدولار كعملة + +417 +00:26:06,190 --> 00:26:11,020 +مجموعةوفي عنا شركات تشغل بالشكل وبالتالي مسألة + +418 +00:26:11,020 --> 00:26:13,780 +التغير في أسعار صرف العملات إلها أثر كبير وبيطلع + +419 +00:26:13,780 --> 00:26:17,400 +عندهم غالبا فروق عملات سواء مدينة أو دائنة سواء + +420 +00:26:17,400 --> 00:26:22,920 +كانت إيراد أو كانت مصروف أما المسألة .. طبعا + +421 +00:26:22,920 --> 00:26:26,220 +بنتكلم عن هدف المعيار أن تكون منشأة بنشاطات أجنبية + +422 +00:26:26,220 --> 00:26:29,040 +بطريقتين حتي يمكن أن يكون لها معاملات بعملة أجنبية + +423 +00:26:29,040 --> 00:26:32,780 +أو يكون لها عمليات أجنبية ومن أجل شمول معاملات + +424 +00:26:32,780 --> 00:26:35,220 +الأجنبية في القوائم الميلي المنشأ فإنه يجب التعبير + +425 +00:26:35,220 --> 00:26:38,510 +على معاملات معاملة المنشأ معاملة التقريا لازم تكون + +426 +00:26:38,510 --> 00:26:44,910 +لو كان لها شركات تابعة أو فروع في دول أجنبية بدأ + +427 +00:26:44,910 --> 00:26:48,850 +ترجم هذه العمليات حسب عملة المنشأة كما يجب ترجمة + +428 +00:26:48,850 --> 00:26:50,870 +القوائم المالية للعملات الأجنبية لعملات المنشأة في + +429 +00:26:50,870 --> 00:26:53,610 +مواعيد التقرير إن المسائل الأساسية في المحاسبة عن + +430 +00:26:53,610 --> 00:26:56,970 +العملات بالعملات الأجنبية والعمليات الأجنبية هي + +431 +00:26:56,970 --> 00:27:01,770 +تحديث سعر الصرف الواجب استخدامه تمام الواجب + +432 +00:27:01,770 --> 00:27:06,600 +استخدامهوكيفية الاعتراف في القوانين الماليين بأثر + +433 +00:27:06,600 --> 00:27:11,280 +التغير في أسعار الصارت نطاقه على كل المعاملات + +434 +00:27:11,280 --> 00:27:14,360 +بالعملة الأجنبية وكذلك ترجمة القوانين الماليين + +435 +00:27:14,360 --> 00:27:16,140 +بالعملة الأجنبية مشهورة في القوانين الماليين منشأة + +436 +00:27:16,140 --> 00:27:20,370 +بواسط التوحيد أو التوحيد النسبيتمام أو بطريقة + +437 +00:27:20,370 --> 00:27:22,630 +الملكية اللي هي التعامل هذا المعيار مع محاسبة + +438 +00:27:22,630 --> 00:27:25,730 +التحوط لبنود العملة الأجنبية عدا عن فروق الصرف + +439 +00:27:25,730 --> 00:27:29,210 +الناشئة من الاتزان بعملة أجنبية طبعا عشان ما أطولش + +440 +00:27:29,210 --> 00:27:31,470 +عليكم وعشان احنا بياخدوا شواركت كتير نجف عند هذا + +441 +00:27:31,470 --> 00:27:35,930 +الحد المطلوب في احنا هحددلكم بالضبط ما هي المعايير + +442 +00:27:35,930 --> 00:27:39,930 +المهمة الواجب عليكم تعرفوا نطاقها وهدفها على وجه + +443 +00:27:39,930 --> 00:27:43,190 +الخصوص طبعا مرهانة مرور سريع عشان ننهي هذه + +444 +00:27:43,190 --> 00:27:46,610 +المحاضرة في تكاليف الاقتراض في المعيار رقم 26 + +445 +00:27:46,610 --> 00:27:49,580 +محاسبة تقييم برامج بنافع التقاعدفي عندنا البيانات + +446 +00:27:49,580 --> 00:27:51,580 +المالية المحدة والمحاسبة على إستثمار في الشركات + +447 +00:27:51,580 --> 00:27:54,880 +التابعة والمحاسبة على إستثمار في الشركات الزميلة + +448 +00:27:54,880 --> 00:27:59,300 +عن التقييم المالي في اتصالات المعدل التضخم المرتفع + +449 +00:27:59,300 --> 00:28:03,980 +وفي عندنا الأدوات المالية الإفساح والعرض وما إلى + +450 +00:28:03,980 --> 00:28:08,550 +ذلك في ربحية الأسلوب زي ما نشاهد فيه معيارتمام هي + +451 +00:28:08,550 --> 00:28:12,250 +معيار ربحية الأسهم 33 معيار التقييم المالي + +452 +00:28:12,250 --> 00:28:15,910 +المرحلية معيار انخفاض قيمة الموجودات معيار + +453 +00:28:15,910 --> 00:28:19,070 +المخصصات الموجودة بقوات المحتملة معيار الموجودات + +454 +00:28:19,070 --> 00:28:21,810 +غير ملموسة و هذا معيار برضه مهم اللي هو أثر كبير + +455 +00:28:21,810 --> 00:28:25,310 +في عندنا كمان الأدوات المالية الإعتراف و القياس في + +456 +00:28:25,310 --> 00:28:29,010 +العقارات الاستثمارية و آخر إشي عندنا معيار الزراعة + +457 +00:28:29,010 --> 00:28:31,430 +و طبعا بنتكلم عن الزراعة مش زراعة النباتات بس و + +458 +00:28:31,430 --> 00:28:35,190 +اللي بتدخل فيه الحيوانات و التحويل الحيوي إلى آخره + +459 +00:28:35,700 --> 00:28:38,340 +أحنا هنكتفي لعند هذا الحد بإذن الله سبحانه وتعالى + +460 +00:28:38,340 --> 00:28:42,220 +بنذكر بال quiz ان شاء الله بداية الأسبوع القادم في + +461 +00:28:42,220 --> 00:28:45,420 +أول تلت أيام يعني من السبت للاتنين غالبا هيكون + +462 +00:28:45,420 --> 00:28:48,120 +عشان ماتسألونيش عن المجموعة كذلك بإذن الله سبحانه + +463 +00:28:48,120 --> 00:28:52,540 +وتعالى بكون خلصنا الفصل الثاني مع الملحق الخاص بيه + +464 +00:28:52,540 --> 00:28:56,660 +سوف أنزل اللي هو ال slides و هنزل بإذن الله سبحانه + +465 +00:28:56,660 --> 00:29:01,400 +وتعالىالملف ال word هذا الخاص بالمعيير و بإذن الله + +466 +00:29:01,400 --> 00:29:05,640 +سبحانه وتعالى نلتقي على خير في ال quiz القادم بإذن + +467 +00:29:05,640 --> 00:29:08,160 +الله quiz الفصل التاني و كذلك نسأل الله سبحانه + +468 +00:29:08,160 --> 00:29:11,800 +وتعالى أجمعنا بكم على خير نسأل الله أن يوفقكم لكل + +469 +00:29:11,800 --> 00:29:15,900 +خير أن يثبتكم على الحق والعدل والدين وجزاكم الله + +470 +00:29:15,900 --> 00:29:18,720 +خيرا والسلام عليكم ورحمة الله تعالى وبركاته + diff --git a/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/QXl6bNsE88s_postprocess.srt b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/QXl6bNsE88s_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..470ca17fbb143e1c3b9680fdaf44a0cd21f744cb --- /dev/null +++ b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/QXl6bNsE88s_postprocess.srt @@ -0,0 +1,2316 @@ +1 +00:00:01,720 --> 00:00:05,060 +أعوذ بالله السميع العلي من الشيطان الرجيم الحمد + +2 +00:00:05,060 --> 00:00:09,040 +لله وكفاه والصلاة والسلام على نبيه المصطفى وبعد + +3 +00:00:09,040 --> 00:00:14,300 +أبناء الطلب الأعزاء السلام عليكم ورحمة الله تعالى + +4 +00:00:14,300 --> 00:00:20,080 +وبركاته ها نحن بفضل الله سبحانه وتعالى ومنه وكرمه + +5 +00:00:20,080 --> 00:00:25,660 +وفضلهنعود مجددا ليلتقي بكم في مساق المحاسبة + +6 +00:00:25,660 --> 00:00:31,320 +الدولية الفصل الأول في المحاضرة المصورة الثانية + +7 +00:00:31,320 --> 00:00:37,320 +بإذن الله سبحانه وتعالى فبعد أن تكلمنا في المحاضرة + +8 +00:00:37,320 --> 00:00:42,080 +الأولى عن نشأة المحاسبة الدولية وأسباب الاهتمام + +9 +00:00:42,080 --> 00:00:46,860 +بها وتعريفاتها الثلاثة التي تعرضنا لها بشيء من + +10 +00:00:46,860 --> 00:00:52,100 +التفصيل وكذلك أهداف المحاسبة الدوليةنلتقى اليوم + +11 +00:00:52,100 --> 00:00:57,240 +بإذن الله سبحانه وتعالى في موضوع العوامل المؤثرة + +12 +00:00:57,240 --> 00:01:03,180 +في المحاسبة الدولية النظم المحاسبية لأي دولة هي + +13 +00:01:03,180 --> 00:01:07,780 +نتاج تفاعلات معقدة لمجموعة من العوامل البيئية + +14 +00:01:07,780 --> 00:01:12,900 +الإجتماعية الإقتصادية السياسية القانونية + +15 +00:01:12,900 --> 00:01:17,120 +والتعليمية والدينيةطبعا لأن المحاسبة هي علم + +16 +00:01:17,120 --> 00:01:21,560 +اجتماعي وبالتالي هذا العلم الاجتماعي يتأثر بسلوك + +17 +00:01:21,560 --> 00:01:27,820 +البشر وسلوك البشر هو ما تحمله هذه العلوم التي لها + +18 +00:01:27,820 --> 00:01:32,500 +ارتباط بالعلوم الإنسانية كالاقتصاد والسياسة + +19 +00:01:32,500 --> 00:01:38,420 +والقانون والتعليم والأمور الدينية وهذه العوامل + +20 +00:01:38,420 --> 00:01:44,160 +الإنسانية وهذه الموضوعات المهمة التي تؤثر في حياة + +21 +00:01:44,160 --> 00:01:49,750 +البشرتمثل مجموعة لها تأثير كبير على طبيعة وعمل + +22 +00:01:49,750 --> 00:01:54,250 +نظام المحاسب للمجتمع في أي دولة حيث ينعكس تأثيرها + +23 +00:01:54,250 --> 00:01:58,410 +عالمين على القواعد والأسس والمفاهيم والإجارات + +24 +00:01:58,410 --> 00:02:03,130 +المحاسبية المعمول بها في تلك الدولة إذا كل دولة + +25 +00:02:03,130 --> 00:02:07,090 +تختلف طبيعة القواعد والأسس والمفاهيم والإجارات + +26 +00:02:07,090 --> 00:02:10,770 +المحاسبية التي تتطبق فيها باختلاف هذه العوامل من + +27 +00:02:10,770 --> 00:02:18,890 +دولة إلى أخرىهنا شكل يوضح ارتباط النظام المحاسبي + +28 +00:02:18,890 --> 00:02:24,270 +سواء كان بيتكلم عن أسس محاسبية، مفاهيم، قواعد، + +29 +00:02:24,270 --> 00:02:29,830 +مبادئ، إجراءات وارتباطها بالعوامل التي تكلمنا عنها + +30 +00:02:29,830 --> 00:02:35,780 +سواء كانت العوامل اجتماعيةوالمتمثلة فيه مجموعة من + +31 +00:02:35,780 --> 00:02:40,060 +البنوط سنتعرض لها بشيء من التفصيل ثم سنتطرق للعامل + +32 +00:02:40,060 --> 00:02:43,840 +الاقتصادية والتي تحمل في جعبتها ايضا مجموعة من + +33 +00:02:43,840 --> 00:02:48,320 +العناصر التي لها تأثير مباشر على النظام المحاسب + +34 +00:02:49,610 --> 00:02:53,890 +كذلك العوامل التعليمية والتي أيضًا لديها من + +35 +00:02:53,890 --> 00:03:00,070 +العناصر ما يؤثر بشكل مباشر على النظام المحاسب ثم + +36 +00:03:00,070 --> 00:03:03,830 +العوامل السياسية والقانونية وأخيرًا العوامل + +37 +00:03:03,830 --> 00:03:08,790 +الدينية فنبدأ على بركة الله لو جينا تتعرضنا إلى + +38 +00:03:08,790 --> 00:03:13,370 +أولًا العوامل الاجتماعية أول عامل بيلاجينا هو درجة + +39 +00:03:13,370 --> 00:03:16,750 +الحيطة والحضر الساعدة في المجتمع هل هذا المجتمع + +40 +00:03:16,750 --> 00:03:22,730 +يتسم بالحيطة والحضر؟هل مسألة الحيطة والحضر هي + +41 +00:03:22,730 --> 00:03:27,290 +السائدة في المجتمع أم هل المجتمع يوجد فيه ثقة + +42 +00:03:27,290 --> 00:03:31,950 +ويوجد فيه توازن ولا يوجد فيه درجة حيطة وحضر كبيرة + +43 +00:03:31,950 --> 00:03:37,770 +العامل الثاني هو درجة السرية وعدم الثقة جداش + +44 +00:03:37,770 --> 00:03:42,530 +المجتمع الحاضر مهتم بالسرية كيف هو ثقته في + +45 +00:03:42,530 --> 00:03:48,560 +الإدارات التي تتعلق بإدارة الشركاتالبند الثالث + +46 +00:03:48,560 --> 00:03:53,440 +الشعور السائق تجاه الشركات الكبرى هل هو شعور يتمثل + +47 +00:03:53,440 --> 00:03:58,140 +فيه أن الشركات الكبرى وجدت لكي تنتص دماء الشعوب أم + +48 +00:03:58,140 --> 00:04:02,540 +لأن هذه الشركات الكبرى لها مسئولية اجتماعية يجب أن + +49 +00:04:02,540 --> 00:04:08,860 +تقوم بها تجاه المجتمع نظرة المجتمع للمحاسبة كمهنة + +50 +00:04:08,860 --> 00:04:12,060 +أيضًا من هذا العامل من العوامل المهمة كيف ينظر + +51 +00:04:12,060 --> 00:04:15,340 +المجتمع للمحاسبةهل ينظروا المجتمع لها باحترام و + +52 +00:04:15,340 --> 00:04:19,620 +تقدير؟ هل المنتسبين لهذه المهنة لهم من الاحترام + +53 +00:04:19,620 --> 00:04:24,540 +والتقدير ما يمكنهم من تطويرها ونقلها نقلة نوعية + +54 +00:04:24,540 --> 00:04:29,960 +باتجاه المعايير الدولية والتوافق المحاسب الدولي؟ + +55 +00:04:29,960 --> 00:04:34,360 +نبدأ بالعوامل الاجتماعية بنوع من التفصيل إن درجة + +56 +00:04:34,360 --> 00:04:36,980 +الاعتماد على المعلومات للتحوية القوائم المالية + +57 +00:04:36,980 --> 00:04:41,800 +تختلف باختلاف القيم الاجتماعية والاتجاهات المشتركة + +58 +00:04:41,800 --> 00:04:45,440 +في المجتمعوتؤثر العوامل والمتغيرات الاجتماعية في + +59 +00:04:45,440 --> 00:04:48,660 +المبادئ والإجراءات المحاسبية السائدة في هذا + +60 +00:04:48,660 --> 00:04:53,040 +المجتمع ومن أهم العوامل لاتطرقنا لها قبل قليل + +61 +00:04:53,040 --> 00:04:56,460 +جنازات الحيط أو الحضر، السرية وعدم الثقة، الشعور + +62 +00:04:56,460 --> 00:04:59,880 +الساتي جاه الشركات الكبرى، نظرة المجتمع للمحاسبة + +63 +00:04:59,880 --> 00:05:03,880 +كمهنة، ونظرة أفراد المجتمع للعامل الزمني وأهميته + +64 +00:05:06,060 --> 00:05:09,440 +درجة الحيطة والحضار في المجتمع تؤثر على تطبيق بعض + +65 +00:05:09,440 --> 00:05:13,000 +الأساليب والسياسات والمبادئ المحاسبية، خاصة التي + +66 +00:05:13,000 --> 00:05:17,450 +تعكس رغبة إدارة الشركة في تخفيض أرباحهاإحنا بنلاحظ + +67 +00:05:17,450 --> 00:05:21,170 +هنا لو كان المجتمع في درجة كبيرة من الحيطة والحضر + +68 +00:05:21,170 --> 00:05:26,490 +بنلاقي إنه تحرس إدارات هذه الشركات على تخفيد + +69 +00:05:26,490 --> 00:05:31,810 +الأرباح من خلال استخدام مجموعة من القواعد والأسس + +70 +00:05:31,810 --> 00:05:37,570 +المتمثلة في المغالاة زي ما أحنا شايفين في استخدام + +71 +00:05:37,570 --> 00:05:43,460 +المخصصاتوعنا ملخص لهذا الكلام كلما زادت درجة + +72 +00:05:43,460 --> 00:05:45,900 +الحيطة والحضر السادة في المجتمع تؤدي إلى أيش + +73 +00:05:45,900 --> 00:05:50,460 +المبالغة في استخدام المخصصات طبعا كيف هما نبالغ في + +74 +00:05:50,460 --> 00:05:54,660 +استخدام المخصصات بفترض أنه عندي مثلا المبالغة في + +75 +00:05:54,660 --> 00:05:58,160 +المخصصات لديون مشهور في تحصيلها يعني أنا كل دين + +76 +00:05:58,160 --> 00:06:02,400 +أجه تاريخ استحقاقه ومجرد أنه أجه ولم يسدد خلال يوم + +77 +00:06:02,400 --> 00:06:06,180 +يومين أسبوع أسبوعين أنا بعتبره دين مشكوك في تحصيله + +78 +00:06:06,180 --> 00:06:10,860 +مع العلمأن بعض الأنظمة والقوانين والقواعد تترك + +79 +00:06:10,860 --> 00:06:15,580 +فترة زمنية بعد تاريخ تحصيل الدين لأن في محاولات + +80 +00:06:15,580 --> 00:06:20,540 +ستتم لعمل تحصيل هذه الديون وبالتالي لا يعترف بي + +81 +00:06:20,540 --> 00:06:25,020 +كدين مشغوك فيه بالكامل إلا بعد فترة زمنية معينة + +82 +00:06:25,020 --> 00:06:29,660 +فمثلا سوق النقد بعد شهر ممكن تفرض على سبيل المثال + +83 +00:06:29,660 --> 00:06:36,100 +10% تعتبر من الدين مشغوك فيهبعد 3 شهور 20%، بعد 6 + +84 +00:06:36,100 --> 00:06:42,040 +شهور 50%، بعد سنة كاملة بتعتبره ديان مشوق فيه كذلك + +85 +00:06:42,040 --> 00:06:46,820 +المبالغة في الديون المعدومة أي دين حتى لو كان في + +86 +00:06:46,820 --> 00:06:50,660 +المحاكم بيعتبره ديون معدومة طبعا هذا الكلام سواء + +87 +00:06:50,660 --> 00:06:53,980 +المخصصات أو الديون المعدومة بأثر على صافي الربح + +88 +00:06:53,980 --> 00:07:00,120 +وهو فيه حرص زائد غير مبرر من الإدارة تجاه القوائم + +89 +00:07:00,120 --> 00:07:00,660 +المالية + +90 +00:07:04,420 --> 00:07:08,420 +كذلك استخدام مبدأ التكلفة التاريخية في ظل التدخم و + +91 +00:07:08,420 --> 00:07:12,640 +ارتفاع الأسعار نحن نعرف أن في ظل التدخم تفقد القوة + +92 +00:07:12,640 --> 00:07:18,120 +الشرائية للنقود قيمتها و بتصير ليس دا قيمة يمكن من + +93 +00:07:18,120 --> 00:07:23,360 +خلالها اعتماد القوائم المالية لنوع من العدالة و + +94 +00:07:23,360 --> 00:07:28,300 +المصداقية لكن مع ذلك في ظل ارتفاع التدخم بشكل كبير + +95 +00:07:28,300 --> 00:07:32,040 +و ارتفاع الأسعارأو المستوى العام الأسعار بشكل كبير + +96 +00:07:32,040 --> 00:07:36,520 +إلا أنه نجد في الدول التي تمتاز بالحيطا والحضار + +97 +00:07:36,520 --> 00:07:41,480 +تصر على استخدام مبدأ التكلفة التاريخية استخدام + +98 +00:07:41,480 --> 00:07:44,100 +قاعد التكلفة أو السوق أيهما أقل في تقييم المخزون + +99 +00:07:44,100 --> 00:07:49,400 +وهذه قاعدة أيضا يتم استخدامها لبرضه مبدأ الحيطا + +100 +00:07:49,400 --> 00:07:53,900 +والحضار السائد في المجتمع طبعا هذا في تقييم + +101 +00:07:53,900 --> 00:07:56,960 +المخزون وفي عنا استخدام نفس القاعدة في تقييم + +102 +00:07:56,960 --> 00:08:01,530 +الاستثمارات في الأوراق الماليةكمان من المبالغة في + +103 +00:08:01,530 --> 00:08:05,670 +استخدام المخصصات تسجيل أي التزام محتمل ولو لم يكن + +104 +00:08:05,670 --> 00:08:10,470 +هناك درجة كبيرة من التأكد حول حدوثه كالتزام وهذا + +105 +00:08:10,470 --> 00:08:14,930 +كله يؤثر أو يؤدي إلى تخفيت في قيم أرباح الشركات + +106 +00:08:14,930 --> 00:08:20,150 +وبالتالي يقلل من الأرباح الموزعة للمستثمرين + +107 +00:08:23,920 --> 00:08:26,740 +كما أن درجة السرية وهي من العوامل الاجتماعية + +108 +00:08:26,740 --> 00:08:30,040 +السائدة في المجتمع تؤثر بشكل كبير على درجة الإفساح + +109 +00:08:30,040 --> 00:08:34,560 +في القوام المالية المشهورة إذا كانت صمة المجتمع هي + +110 +00:08:34,560 --> 00:08:38,640 +سرية المعلومات إذا في سرية في المعلومات فالمعلومات + +111 +00:08:38,640 --> 00:08:41,880 +المشهورة في القوام المالي يجب أن تكون أو طبيعي + +112 +00:08:41,880 --> 00:08:48,800 +تكون ضئيلة جدا صح ولا لأوهذا الكلام واقع في الدول + +113 +00:08:48,800 --> 00:08:54,140 +العربية ولكن إذا زادت الثقة السائدة بين أفراد + +114 +00:08:54,140 --> 00:08:57,680 +المجتمع كما في اليابان مثلا يؤدي إلى نشر معلومات + +115 +00:08:57,680 --> 00:09:02,240 +تفصيلية عدم الحاجة لنشر معلومات تفصيلية في القوائم + +116 +00:09:02,240 --> 00:09:06,560 +والتقارير المالية لأن هناك ثقة متبادلة بين أفراد + +117 +00:09:06,560 --> 00:09:12,020 +المجتمع وبين إدارات هذه الشركات كذلك الإدارة + +118 +00:09:12,020 --> 00:09:15,000 +السرية وعدم الثقة أثر على نظام الرقابة الداخلية + +119 +00:09:15,000 --> 00:09:21,180 +والخارجيةفي المجتمعات التي تعتمد السرية ، نجد أنه + +120 +00:09:21,180 --> 00:09:26,460 +لا يسمح لأفراد المجتمع المراقبة على الأفراد + +121 +00:09:26,460 --> 00:09:29,960 +المجتمع العاديين أو حتى المراقب الداخلي أو الدقق + +122 +00:09:29,960 --> 00:09:34,880 +الخارجي لا يسمح لهم بالاطلاع على الكثير من القضايا + +123 +00:09:34,880 --> 00:09:39,900 +والأمور التي تقدحفي عدالة القوام المالية وكذلك لا + +124 +00:09:39,900 --> 00:09:44,200 +يتم تحركهم أو لا يكون تحركتهم بشيء من الحرية + +125 +00:09:44,200 --> 00:09:49,840 +وبالتالي تفرض عليهم مجموعة من القيود إذا كلما زادت + +126 +00:09:49,840 --> 00:09:53,440 +درجة السرية وعدم الثقة السادة في المجتمع تقليل + +127 +00:09:53,440 --> 00:09:57,570 +يؤدي ذلك إلى تقليم درجة الإفساحكيف اقتدت تقليل؟ + +128 +00:09:57,570 --> 00:10:00,010 +جالك المعلومات المشهورة بالقوة المالية قليلة جدا + +129 +00:10:00,010 --> 00:10:03,450 +عدم السماح للمراقب الداخلي و الخارجي العمال بحرية + +130 +00:10:03,450 --> 00:10:07,330 +طب بالعكس لو زادت اثنقة سائطة في المجتمع جالك لا + +131 +00:10:07,330 --> 00:10:10,890 +يوجد حاجة لإفساح القوام المالي بشكل كبير ليس هناك + +132 +00:10:10,890 --> 00:10:12,850 +حاجة لزيادة المعلومات المشهورة بالقوة المالية زي + +133 +00:10:12,850 --> 00:10:16,270 +اليابان يعمل نظام الرقاب الداخلي أو نظام الدبط + +134 +00:10:16,270 --> 00:10:19,430 +الداخلي والرقاب الخارجي أو الدبط الخارجي بحرية + +135 +00:10:19,430 --> 00:10:23,290 +تامة كذلك من العوامل الاجتماعية الشعور السائت جاه + +136 +00:10:23,290 --> 00:10:27,130 +قطاع العملولمّا نقول قطاع العمل نتكلم عن القطاع + +137 +00:10:27,130 --> 00:10:30,470 +الخاص فإذا كان يتسم بالثقة والاحترام فإنه قد لا + +138 +00:10:30,470 --> 00:10:34,130 +يطلب أي نوع من الافصاح ويترك الأمر لرغبة الشركات + +139 +00:10:34,130 --> 00:10:39,150 +فتسوء المرونة في التطبيق المحاسبي يعني مثلا كان + +140 +00:10:39,150 --> 00:10:43,590 +لتجاه أنه إدارات الشركات عندها انضباطعندها احترام + +141 +00:10:43,590 --> 00:10:48,310 +لذاتها المجتمع يثق فيها لا يتطلب منها في هذه + +142 +00:10:48,310 --> 00:10:54,650 +الحالة زيادة الإفساح ولا تقييدها بتطبيق مبادئ + +143 +00:10:54,650 --> 00:10:59,360 +محاسبية أو إجارات محاسبية معينةفكلما زادت هذه + +144 +00:10:59,360 --> 00:11:03,420 +الثقة والاحترام زادت المرونة وبالتالي أعطت حرية + +145 +00:11:03,420 --> 00:11:06,820 +للإدارة أن تستخدم من المعايير المحاسبية والإجراءات + +146 +00:11:06,820 --> 00:11:13,080 +المحاسبية ما يتناسب مع ظروفها بشكل عام وهذا لا + +147 +00:11:13,080 --> 00:11:19,280 +يرتبط بدرجة كبرى إلا في مجتمع يحترم له قطاع + +148 +00:11:19,280 --> 00:11:21,640 +الأعمار وشعور التجارب طالع ما فيه من الثقة + +149 +00:11:21,640 --> 00:11:26,950 +والاحترام ما فيهوبالعكس إذا كان الشعور يتسن بعدم + +150 +00:11:26,950 --> 00:11:31,330 +الثقة طبعا لما يكون فيه عدم الثقة تسن التشريعات + +151 +00:11:31,330 --> 00:11:35,210 +والقوانين لإجبار الشركات على الإفساح يعني احنا + +152 +00:11:35,210 --> 00:11:38,670 +بيكون كمجتمع متقش في هذه الشركات وبالتالي اللي + +153 +00:11:38,670 --> 00:11:42,510 +مطلب منهم لازم ينسن قوانين وتشريعات تجبرهم على + +154 +00:11:42,510 --> 00:11:47,570 +الإفساح وعن الإفساح عملياتها وتأثير هذه العمليات + +155 +00:11:47,570 --> 00:11:50,730 +على المجتمع والبيئة وخاصة ما يتعلق بالأنشطة + +156 +00:11:50,730 --> 00:11:55,240 +الاجتماعية والأنشطة البيئيةأما إذا كانت نظر + +157 +00:11:55,240 --> 00:11:59,100 +المحاسبة للمشتبه .. طبعا هذا العامل الرابع أما + +158 +00:11:59,100 --> 00:12:02,340 +بالنسبة للمشتبه للمحاسبة كمهنة تؤثر على الممارسة + +159 +00:12:02,340 --> 00:12:06,320 +المحاسبية طبعا ماتكلمح لأنه جداش بيكون الناس + +160 +00:12:06,320 --> 00:12:10,220 +فاهماش عن المحاسبة و إيش طبيعة مهنة المحاسبة و من + +161 +00:12:10,220 --> 00:12:13,980 +تسبيه هذه المهنة كل ما كانوا أكترعلما و اكثر + +162 +00:12:13,980 --> 00:12:20,140 +ادراية و اكثر التحقق من هذه المهنة من الناس الذين + +163 +00:12:20,140 --> 00:12:25,140 +معدلاتهم العالية من ناس ذات الفهم الواسع طبعا هذا + +164 +00:12:25,140 --> 00:12:30,490 +بيقدي لتطور و ازدهار المهنة بشكل أساسيوكل ما زاد + +165 +00:12:30,490 --> 00:12:34,570 +احترام المهنة وزاد تقديرها وزاد ثقة المجتمع فيها + +166 +00:12:34,570 --> 00:12:39,730 +كل ما زاد عدد المنتسمين لها وعدد الناس المتخصصة + +167 +00:12:39,730 --> 00:12:43,670 +فيها وبالتالي يؤثر على قدرتهم على الارتقاء والنهوض + +168 +00:12:44,810 --> 00:12:48,270 +يعني اللقص اللي قلناه كلما اتسم الشعور الساتي جاء + +169 +00:12:48,270 --> 00:12:51,170 +طالما بالثقة كلما أدى لتقييم درجة الإفساح يعني + +170 +00:12:51,170 --> 00:12:54,870 +معلومات منشورة حسب رغبة إدارة الشركة لا يوجد داعي + +171 +00:12:54,870 --> 00:12:59,130 +تشمل هذه الدراجة للإفساح وعكس صحيح إذا اتسم الشعور + +172 +00:12:59,130 --> 00:13:02,630 +الساتي جاء طالما بعدم الثقة أدى إلى مطالبة بزيادة + +173 +00:13:02,630 --> 00:13:05,590 +درجة الإفساح في القوام المالية وبالتالي ستسن + +174 +00:13:05,590 --> 00:13:08,210 +القوانين والتشريعات تشمل هذه الإدارات على الإفساح + +175 +00:13:09,880 --> 00:13:13,440 +كذلك ستشبر هذه الشركات على الإفسار عن المسئولية + +176 +00:13:13,440 --> 00:13:17,600 +الإجتماعية والمسئولية البيئية يعني جداش هذه + +177 +00:13:17,600 --> 00:13:22,660 +الشركات بتقدم خدمات للمجتمع من تبرعات، من بصف طرق، + +178 +00:13:22,660 --> 00:13:28,780 +من مساهمات، من إنشاء أنديا، من تقديم تبرعات وكذلك + +179 +00:13:28,780 --> 00:13:32,780 +مساهمتها في المسئولية البيئية والمحافظة على البيئة + +180 +00:13:32,780 --> 00:13:39,650 +خضراء، نظيفة من التلوثكلما اتسب الشعور السائع تجاه + +181 +00:13:39,650 --> 00:13:43,450 +المحاسبة كمهنة باحترام، أيش يؤدي تطور وازهار + +182 +00:13:43,450 --> 00:13:46,950 +المهنة وتشجيع الأشخاص دو الكفاءة اللي انتسب لها، + +183 +00:13:46,950 --> 00:13:50,390 +وكذلك هذا بالعكس طبعا على زيادة التنمية الاقتصادية + +184 +00:13:50,390 --> 00:13:55,940 +والاجتماعيةأما بالنسبة للعامل الزمني ونظرة أفراد + +185 +00:13:55,940 --> 00:13:59,080 +المجتمع إلى الأمدين الطويل والقصير يعني المدى + +186 +00:13:59,080 --> 00:14:02,600 +الطويل والمدى القصير طيب لو جينا تطلعنا على القوام + +187 +00:14:02,600 --> 00:14:06,680 +المالية القوام المالية هي قوامتين تلت قوام أساسية + +188 +00:14:06,680 --> 00:14:10,140 +قائمة المركز المالي قائمة الداخل قائمة الأفقار + +189 +00:14:10,140 --> 00:14:14,040 +النقدية لو نقولها بالترتيب قائمة الداخل أولا ثم + +190 +00:14:14,040 --> 00:14:17,160 +قائمة المركز المالي ثانية هي الميزانية العمومية ثم + +191 +00:14:17,160 --> 00:14:20,890 +قائمة الأفقار النقديةلو جينا أخدنا قائمة الدخل، هل + +192 +00:14:20,890 --> 00:14:24,750 +تهتم بالمدى الزمن القصير ولا المدى الزمن الطويل؟ + +193 +00:14:24,750 --> 00:14:27,490 +طب الرحب نعرف إن قائمة الدخل بالمدى الزمن القصير، + +194 +00:14:27,490 --> 00:14:30,330 +بينما قائمة المركز المالي هي اللي لها علاقة بالمدى + +195 +00:14:30,330 --> 00:14:35,830 +الزمن الطويل فإذا كانت نظرة المجتمع تمتاز بالأمد + +196 +00:14:35,830 --> 00:14:39,030 +الطويل، من المؤكد إنه هيكون في تركيز على قائمة + +197 +00:14:39,030 --> 00:14:42,630 +المركز الماليأما إذا كانت نظر المجتمع على الأمد + +198 +00:14:42,630 --> 00:14:46,750 +القصير بيكون التركيز على قائمة الدخل وما يطلب ذلك + +199 +00:14:46,750 --> 00:14:50,790 +من نشر تقارير بصورة دورية سواء كانت شهرية أو ربعية + +200 +00:14:50,790 --> 00:14:53,890 +أو نفس سنوية وهذا ما يحدث في ولايات المتحدة + +201 +00:14:53,890 --> 00:14:58,850 +الأمريكية لأنهم بيهتموا بالربح السريع واهتماماتهم + +202 +00:14:58,850 --> 00:15:04,750 +مصابة على ربح التداول بشكل أساسيأكثر من الأرباح + +203 +00:15:04,750 --> 00:15:09,150 +الموزعة في نهاية كل سنة + +204 +00:15:15,620 --> 00:15:18,900 +أكتر من الداخل، لا يتطلب نشر القوام المالية، + +205 +00:15:18,900 --> 00:15:21,720 +غالبًا لأن المرمح واسع في نهاية كل سنة وكل سنة + +206 +00:15:21,720 --> 00:15:27,200 +بيحصل على أرباحه المستثمر بشكل دوري كذلك إذا كنت + +207 +00:15:27,200 --> 00:15:30,340 +تطلب مشتركة في مدى قصير، التركيز على قائمة الداخل + +208 +00:15:30,340 --> 00:15:33,940 +أكتر من المركز المالي وبإنه نشر القوام المالية، + +209 +00:15:33,940 --> 00:15:37,900 +وغالبًا ما تعتمد على أرباح التداول وليس الأرباح + +210 +00:15:37,900 --> 00:15:38,980 +السنوية + +211 +00:15:41,760 --> 00:15:44,340 +العوامل الاقتصادي هيك خلصنا العوامل الاجتماعية + +212 +00:15:44,340 --> 00:15:47,780 +ندخل العوامل الاقتصادية اول عامل مهم درجة تدخل + +213 +00:15:47,780 --> 00:15:52,300 +الحكومة في النشاط الاقتصادي فكنا بنعرف انه درجة + +214 +00:15:52,300 --> 00:15:57,320 +تدخل حكومة الاقتصادي فيها تلت اراء في ان او تلت + +215 +00:15:57,320 --> 00:16:03,360 +منظومات المنظومة الاولى اللي هيالتدخل الكامل + +216 +00:16:03,360 --> 00:16:07,240 +والشامل أو بنسميها الدول الشمولية إنها الدولة هي + +217 +00:16:07,240 --> 00:16:10,360 +التي تملك عجلة الاقتصاد وهذه غالبا بيكون في الفكر + +218 +00:16:10,360 --> 00:16:15,460 +الاشتراكي وفيه الدول الرأسمالية اللي بيكون تدخل + +219 +00:16:15,460 --> 00:16:19,820 +الدولة على قدر الرقابة على أداء المهنة فقط وفيها + +220 +00:16:19,820 --> 00:16:25,080 +الأنظمة المختلطة اللي بيكون فيها طبعا جمع ما بين + +221 +00:16:25,080 --> 00:16:28,640 +القطاع العام والقطاع الخاص هنتكلم عنها من نوع من + +222 +00:16:28,640 --> 00:16:33,100 +التفاصيلمصادر التمويل، وطبعا نعرف مصادر التمويل، + +223 +00:16:33,100 --> 00:16:35,720 +في عندنا مصادر التمويل الداخلي وعندنا مصادر + +224 +00:16:35,720 --> 00:16:40,280 +التمويل الخارجي الداخلي زي زي زيادة رأس المال من + +225 +00:16:40,280 --> 00:16:43,340 +قبل المستثمرين الحاليين الخارجي من الاقتراض + +226 +00:16:43,340 --> 00:16:48,280 +والبنوك وما إلى ذلك وطبعا كل نوع من مصادر التمويل + +227 +00:16:48,280 --> 00:16:53,720 +له فلسفته وتركيزه على بنود معينة في القوام المالي + +228 +00:16:54,170 --> 00:16:57,610 +كذلك حجم النشاط التجاري الخارجي هل هي دولة مفتوحة + +229 +00:16:57,610 --> 00:17:01,550 +بالتجار مع العالم الخارجي او دملة دولة مغلقة كذلك + +230 +00:17:01,550 --> 00:17:05,310 +معدل التضخم السائد في الدولة هل هو مرتفع ام هو + +231 +00:17:05,310 --> 00:17:09,530 +منخفض ويمكن السيطرة عليه وفي حدود المقبولة اخر + +232 +00:17:09,530 --> 00:17:13,530 +حاجة تكتولات والروابط الاقتصادية هل الدولة دخلت مع + +233 +00:17:13,530 --> 00:17:17,330 +دول اخرى في روابط تكتولات اقتصادية وهذا سيؤثر طبعا + +234 +00:17:17,330 --> 00:17:23,720 +على اللي هو اداء المحاسبة كمهلنبدأ في العوامة + +235 +00:17:23,720 --> 00:17:25,940 +الاقتصادية، يعتمد تأثير نظام الاقتصاد السائد في + +236 +00:17:25,940 --> 00:17:29,660 +بلد ما في نظامها المحاسبية على الفرض الذي يقول أن + +237 +00:17:29,660 --> 00:17:32,860 +المفاهيم المحاسبية في بلد ما مرتبطة بنظام الاقتصاد + +238 +00:17:32,860 --> 00:17:36,980 +السائد في ذلك البلدتمام وقد ارتبط التطور للنظوم + +239 +00:17:36,980 --> 00:17:40,340 +المحاسبية بالتطور للنظوم الاقتصادية لأن المحاسبة + +240 +00:17:40,340 --> 00:17:46,020 +هي تقدم معلومات للإدارة والاقتصاد فكل ما زادت تقدم + +241 +00:17:46,020 --> 00:17:49,120 +الصناعة لسمي المثال زادت الحاجة من قبل الشركات + +242 +00:17:49,120 --> 00:17:52,060 +للنظوم تستطيع مساعدتها في تحديد التكلفة لأن نعرف + +243 +00:17:52,060 --> 00:17:55,360 +احنا لو جعلنا التطور كان اولا المحاسبة المالية + +244 +00:17:55,360 --> 00:18:00,780 +لخدمة المالكيناللي هي خدمة الملاك بعدين لما زادت + +245 +00:18:00,780 --> 00:18:05,180 +المشيء من طبيعتها اتحولت إلى صناعية صار عندنا + +246 +00:18:05,180 --> 00:18:09,540 +محاسبة التكاليف و لما زادت المشكلة لما زادت هذه + +247 +00:18:09,540 --> 00:18:13,740 +المشيئات و بدت تدخل في تطورات في الهيكلية و تطورات + +248 +00:18:13,740 --> 00:18:19,400 +في طبيعة العمل احتجنا للمحاسبة الإداريةوبالتالي + +249 +00:18:19,400 --> 00:18:23,320 +بنلاحظ أن المحاسبة المالية اتطورت فأصبحت .. فنتج + +250 +00:18:23,320 --> 00:18:26,520 +عنها فرع جديد اسمه محاسبة التكليف والمحاسبة + +251 +00:18:26,520 --> 00:18:30,840 +التكليف نتج عنها أيضًا لاحقًا المحاسبة الإدارية + +252 +00:18:30,840 --> 00:18:37,300 +وكل هذا لتلبية حاجات المجتمع من الأهم عوامل .. من + +253 +00:18:37,300 --> 00:18:40,060 +أهم حاجات المجتمع ومن أهم العوامل القصادية تأثيرا + +254 +00:18:40,060 --> 00:18:42,960 +في المنظوم المحاسبية درجة تدخل الحكومي، مصادر + +255 +00:18:42,960 --> 00:18:45,820 +التمويل، حجم النشاط الخارجي، معدل الطلاق المرهوط + +256 +00:18:45,820 --> 00:18:50,790 +قصادينجي على أول عام الاقتصادي درجة تدخل الحكومي + +257 +00:18:50,790 --> 00:18:55,170 +جونا في دول بيسميها دول شمولية زي كوريا الشمالية + +258 +00:18:55,170 --> 00:19:02,130 +مثلا وكوبا هي التي تملك الوحدات الاقتصادية وتديرها + +259 +00:19:02,130 --> 00:19:06,050 +بطريقتها الخاصة وهي اللي بتفرض قواعد ومعين محاسبية + +260 +00:19:06,050 --> 00:19:09,850 +تتلقى مع تلك الدولة وكذلك قواعد رقابة ومراجعة + +261 +00:19:09,850 --> 00:19:15,190 +داخلية ويسود النظام المحاسب الموحدويكون المستخدم + +262 +00:19:15,190 --> 00:19:17,970 +الوحيد للمعلومات المحاسبية الحكومة طيب في هذه + +263 +00:19:17,970 --> 00:19:21,270 +الدول للدول المسيطرة على الاقتصاد هل تتوقع تروح + +264 +00:19:21,270 --> 00:19:25,270 +على معايير دولية ومعايير تحترم مهنة المحاسمة أم + +265 +00:19:25,270 --> 00:19:28,390 +تفرض الدول القيود والقواعد والمعايير التي تحتاجها + +266 +00:19:28,390 --> 00:19:32,130 +قولا واحدا الحكومة المسيطرة الحكومة المستفيدة + +267 +00:19:32,130 --> 00:19:36,130 +النظام المحاسبي وجد لخدمة المستخدمين فما أن مستخدم + +268 +00:19:36,130 --> 00:19:41,050 +واحد هو الحكومة إذا أنا هعمل أو الحكومة هتفرض قيود + +269 +00:19:41,050 --> 00:19:46,830 +وقواعد ومعايير خاصة بهاأما إذا كانت درجة تدخل + +270 +00:19:46,830 --> 00:19:51,710 +حكومي محدودا كما في النظوم الرأسمالية دور الدولة + +271 +00:19:51,710 --> 00:19:57,030 +أو دور الحكومة يقتصر على الرقابة على موازنة مزاولة + +272 +00:19:57,030 --> 00:20:01,770 +ASIF المهنة دون تدخل ويطرق للجمعيات المهنية وضع + +273 +00:20:01,770 --> 00:20:05,710 +المعيار القواعد المحاسبية وبهذا الحالة تزداد عدد + +274 +00:20:05,710 --> 00:20:11,160 +المستخدمين معلومات المحاسبيةمن مستثمرين من حكومة + +275 +00:20:11,160 --> 00:20:19,420 +من مقرضين من مستثمرين متوقعين من أسواق مالية من + +276 +00:20:19,420 --> 00:20:24,620 +ضريبة إلى آخرة وفي هذا الحالة بيكون في حرية + +277 +00:20:24,620 --> 00:20:28,240 +للجامعيات المهنية وتعمل بنوع من التطور وهذا بيؤدي + +278 +00:20:28,240 --> 00:20:32,040 +إلى نمو سريع في الممارس المهنية لتلبي تحجيات + +279 +00:20:32,040 --> 00:20:36,710 +متزايدةإذن الدول اللي بتدخلها لملخص في النظام + +280 +00:20:36,710 --> 00:20:39,970 +الاقتصادي بشكل كبير تركز النظام على خدمة الحكومة + +281 +00:20:39,970 --> 00:20:42,630 +بشكل أساسي إذا الحكومة هي من تملك الوحدات + +282 +00:20:42,630 --> 00:20:46,530 +الاقتصادية تفرض الدولة مبادئ وميار خاصة بها تضع + +283 +00:20:46,530 --> 00:20:49,750 +قواعد وقوانين رقمية خاصة بها يسود النظام المحاسب + +284 +00:20:49,750 --> 00:20:53,490 +الموحد يكون في نظام محاسب موحد في كل الدولة يخدم + +285 +00:20:53,490 --> 00:20:56,490 +أهداف الحكومة أما في الدول اللي بتدخل في النظام + +286 +00:20:56,490 --> 00:21:01,730 +الاقتصادي بشكل محدودفبكون التركيز على قدمة القطاع + +287 +00:21:01,730 --> 00:21:05,990 +الخاص دور الحكومة محدود يقتصر على مراقبة مزاورة + +288 +00:21:05,990 --> 00:21:08,950 +المهنة يترك للجامعيات المهنية وضع المعايير حسابية + +289 +00:21:08,950 --> 00:21:12,290 +ملائمة تزايد عدد مستخدمي المعلومات واطوار المهنة + +290 +00:21:12,290 --> 00:21:17,990 +بشكل سريع بالنسبة لمصادر التمويل إذا كان المصدر + +291 +00:21:17,990 --> 00:21:20,510 +الأساسي التمويل الشركات يعتقد أن أصل المال مستثمر + +292 +00:21:20,510 --> 00:21:24,570 +من قبل المساهمين فإن المحاسب ستركز على ماذا؟يعني + +293 +00:21:24,570 --> 00:21:27,910 +انا لو كانت الأموال جاية من أصحاب رأس المال من + +294 +00:21:27,910 --> 00:21:31,350 +المساهمين هيركز على شغلتين مدى كفاءة الإدارة في + +295 +00:21:31,350 --> 00:21:36,430 +تشغيل الشركات وبالتالي بيان مدى ربحية هذه الشركات + +296 +00:21:36,430 --> 00:21:41,890 +تمام و لازم الإدارة في هذه الحالة تصمم النظم + +297 +00:21:41,890 --> 00:21:46,470 +المحاسبية لمساعدة المستثمرين على تحديد التدافقات + +298 +00:21:46,470 --> 00:21:51,540 +المالية المستقبلية و كذلك المخاطر المتوقعةوبهذه + +299 +00:21:51,540 --> 00:21:55,740 +الحالة هزداد الفصاح المحاسبي وعلى العكس تماما إذا + +300 +00:21:55,740 --> 00:21:58,760 +كانت النظم مبنية على الإقراض والإقبال بنوك بيكون + +301 +00:21:58,760 --> 00:22:03,440 +التركيز عالميا على حاجات الممولين اللي هو المقرضين + +302 +00:22:04,940 --> 00:22:07,760 +المعايير والسياسات والمبادئ المحاسبية سوف تعكس + +303 +00:22:07,760 --> 00:22:11,460 +الغوابات المقرضين وبعد الحالة سيكون هنا معايير + +304 +00:22:11,460 --> 00:22:15,740 +وسياسات متحفظة لماذا؟ لأن المقرضين عندما يحصلوا + +305 +00:22:15,740 --> 00:22:18,700 +على طرقات سيقولون أعطوني قوامك المالية وبالتالي + +306 +00:22:18,700 --> 00:22:24,920 +سيكون متحفظ جدا وسيحسب مخصصات أكتر وسيتمت سياسات + +307 +00:22:24,920 --> 00:22:29,120 +فيها نوع من التحفظ أكتر للمحافظة على أمواله وقدرة + +308 +00:22:29,120 --> 00:22:35,570 +الشاركة على سداد الديون التي ترتبط بيهاكذلك عدد و + +309 +00:22:35,570 --> 00:22:37,710 +نوعية ملاك الوحدات الاقتصادية و أثر عداشر في صحيفة + +310 +00:22:37,710 --> 00:22:42,210 +القوام المالية احنا بنعرف ان في وحدات اقتصادية + +311 +00:22:42,210 --> 00:22:46,890 +مملوكة للعائلة او لعدد أفراد محدود صغير وبالتالي + +312 +00:22:46,890 --> 00:22:52,510 +لا حاجة لنشر معلومات كبيرة إذا كانت هذه عوائل يعني + +313 +00:22:52,510 --> 00:22:56,470 +زي نظام مثلا مكان بانك فلسطين في فترة زمنية سابقة + +314 +00:22:56,470 --> 00:23:00,710 +عندما كانت مملوكة العائلة واحدة في قطاع غزة كانت + +315 +00:23:00,710 --> 00:23:05,730 +عملية النشر ترتبط بهؤلاء الأشخاصوبالتالي الإفساح + +316 +00:23:05,730 --> 00:23:09,470 +قليل جدا طيب كترة أصحاب ومالكين واحدات اقتصادية + +317 +00:23:09,470 --> 00:23:13,510 +طبعا هذا هيأدى للإفساح الكامل أو الإفساح الكافى + +318 +00:23:13,510 --> 00:23:18,570 +إذا مصدر التمويل يودى إلى التركيز النظام المحاسب + +319 +00:23:18,570 --> 00:23:21,650 +على خدمة المستثمرين بيان مدى ربحيط الشركات وقفات + +320 +00:23:21,650 --> 00:23:25,210 +الإدارة في استثمار مواردها تصمم من نظم المحاسبية + +321 +00:23:25,210 --> 00:23:29,630 +لبيانة الدفعات النقدية المستقبلية تصمم من نظم + +322 +00:23:29,630 --> 00:23:33,810 +المحاسبية لبيانالمقارات المتوقعة وطبعا بالزاد + +323 +00:23:33,810 --> 00:23:37,210 +الإفساح في القوام المالية إذا كان مصدر التمويل + +324 +00:23:37,210 --> 00:23:40,770 +الشركات والاقتراض هيكون فيه معيير ومبادئ محاسبية + +325 +00:23:40,770 --> 00:23:44,110 +مناسبة للمقرضين من البنوك وشركات القرار ووضع + +326 +00:23:44,110 --> 00:23:52,650 +سياسات ومعايير محاسبية متحفظة كمان + +327 +00:23:52,650 --> 00:23:55,370 +اختلاف اقتصاديات الدول من حيث حجم النشاط التجاري + +328 +00:23:55,370 --> 00:23:59,190 +الخارجي يؤثر على طبيعة النظم السادة ودرجة التطورة + +329 +00:23:59,190 --> 00:24:02,900 +نحن فيه هنا نوعين من الدولفينا دول ذات اقتصاد + +330 +00:24:02,900 --> 00:24:09,160 +مفتوح وفينا دول شبه مغلقة طبعا لما أتكلم عن الدول + +331 +00:24:09,160 --> 00:24:13,720 +ذات الاقتصاد المفتوح هي دول تتعامل مع دول متعددة + +332 +00:24:13,720 --> 00:24:17,840 +في علاقاتها تجارية استيرادا و تصديرا وهذه الدول هي + +333 +00:24:17,840 --> 00:24:22,440 +الأكثر تطور و أكثر نمو في النظم المحاسبية لتلبية + +334 +00:24:22,440 --> 00:24:24,120 +حاجات الوحدات الاقتصادية + +335 +00:24:29,390 --> 00:24:32,650 +طبعا لماذا هذا الكلام اللي بنحكيه احنا لأن الدول + +336 +00:24:32,650 --> 00:24:35,490 +المفتوحة هيكون في عندها تبادل تجاري بالعملات + +337 +00:24:35,490 --> 00:24:39,130 +الأجنبية هذا أول مشكلة .. مشكلة أنه هيكون في عندنا + +338 +00:24:39,130 --> 00:24:42,950 +أسعار صرف وبالتالي المعاملات الأجنبية كيف سيتم + +339 +00:24:42,950 --> 00:24:46,550 +معاملتها؟ بإعداد القوائم المالية الموحدة لإنه + +340 +00:24:46,550 --> 00:24:50,890 +هيصير تبادل فروع هيفتح فرع في دول أخرى هيفتح شركات + +341 +00:24:50,890 --> 00:24:55,310 +تابعة هيستثمر أموال في شركات في دول أخرى وبالتالي + +342 +00:24:55,310 --> 00:24:59,220 +هو بحاجة مثلا إلى إعداد قوائم مالية موحدةوما هي + +343 +00:24:59,220 --> 00:25:03,420 +البنود التي يجب أن تشتمل عليها هذه القوائم أسعار + +344 +00:25:03,420 --> 00:25:07,740 +التحويل الدولية التحويل البضائع من الفرع والمركز + +345 +00:25:07,740 --> 00:25:11,020 +الرئيسي أو من الفرع والفرع آخر أو من فرع شركة + +346 +00:25:11,020 --> 00:25:14,640 +تابعة أو من شركة تابعة وفرق كذلك التحسب الضريب + +347 +00:25:14,640 --> 00:25:18,100 +الدولي هذه القضايا لو لم تكن الدولة مفتوحة على + +348 +00:25:18,100 --> 00:25:22,600 +العالملم تكن هناك حاجة إليها وبالتالي كل ما كانت + +349 +00:25:22,600 --> 00:25:26,740 +الدولة منفتحة على العالم وزاد علاقتها فيها مؤكد + +350 +00:25:26,740 --> 00:25:32,020 +ستحتاج إلى هذه الموضوعات التي هي بحاجة لحل هذه + +351 +00:25:32,020 --> 00:25:37,800 +المشكلات بشكل أساسي أما في الدول المغلقة تعتمد + +352 +00:25:37,800 --> 00:25:40,080 +شركات متشجعاتها المحلية لتسمح بالاستراد إلى فئوة + +353 +00:25:40,080 --> 00:25:43,940 +ضيقة أو لسلة معينة فأنظمات المحاسبية مؤكد هتكون + +354 +00:25:43,940 --> 00:25:47,250 +أنظمة محاسبية بسيطةلا يوجد بها هذا النوع من + +355 +00:25:47,250 --> 00:25:51,650 +التطبيقات أما بالنسبة لمعدلة التضخم فإن التضخم + +356 +00:25:51,650 --> 00:25:56,010 +يؤثر على المحاسبة بالتكريب التاريخية طيب ما هو + +357 +00:25:56,010 --> 00:26:00,170 +التضخم هو ضعف القوة الشرائية للنقود نضر المثال + +358 +00:26:00,170 --> 00:26:07,630 +بسيط اليوم جتنا الأرض مساحتها مثلا 100 متر المتر + +359 +00:26:07,630 --> 00:26:14,400 +فيها بساوي 50 دينار على سبيل المثاللما اتكلم على + +360 +00:26:14,400 --> 00:26:20,200 +أرض مسحة 100 متر وسعرها 1.51 دينار يعني حق ال 100 + +361 +00:26:20,200 --> 00:26:24,620 +متر 5000 دينار طيب شرنا احنا وفق المبدأ التكلفة + +362 +00:26:24,620 --> 00:26:28,380 +التاريخية و سجلناها في الدفاتر أرض بقيمة 5000 + +363 +00:26:28,380 --> 00:26:29,900 +دينار + +364 +00:26:31,460 --> 00:26:35,460 +إحنا بنعرف إنه في ارتفاع عام في الأسعار وفي عندنا + +365 +00:26:35,460 --> 00:26:39,820 +الأرض بتتغير واضحة تمام صار عندنا بعد عشر إلى + +366 +00:26:39,820 --> 00:26:43,400 +خمساش عشرين تلاتين سنة مثلا جينا نقول تعالوا يا + +367 +00:26:43,400 --> 00:26:46,760 +جماعة جداش تقييم هذه الأرض القيمة الحالية لهذه + +368 +00:26:46,760 --> 00:26:50,240 +الأرض أو القيمة السوقية تقدر مش خمس ألف دينار + +369 +00:26:50,240 --> 00:26:55,390 +بخمسين ألف دينارالسؤال طب هذا الكلاب في ظل عدم + +370 +00:26:55,390 --> 00:26:59,170 +موجود .. في ظل عدم موجود اي تطوير على الأرض يعني + +371 +00:26:59,170 --> 00:27:02,570 +الأرض ماصارش شارع عام الأرض هي هي لم يتغير عليها + +372 +00:27:02,570 --> 00:27:07,470 +شيء لكن ليش اتصار خمسين ألف دينار الخمس ألف دينار + +373 +00:27:07,470 --> 00:27:10,630 +في ذلك الحين بتساوي خمسين ألف دينار تقريبا في هذا + +374 +00:27:10,630 --> 00:27:15,990 +الحال في هذا الوقت يعني على سبيل مثل كمان مثل آخر + +375 +00:27:15,990 --> 00:27:20,240 +أنا بعرف أحد المشارعات الاقتصادية شرطدلومات من + +376 +00:27:20,240 --> 00:27:24,900 +الأرض بجنيهات مصرية محدودة تمام يعني يقول مثلا 100 + +377 +00:27:24,900 --> 00:27:29,480 +جنيه مصري في حين وضعت الكلام في الستينات لما كان + +378 +00:27:29,480 --> 00:27:38,180 +الدولة مصر الشقيقة هي الحاكم في قطاع غزة فاليوم + +379 +00:27:38,180 --> 00:27:41,300 +أجي يثبت في قوائم المالية طبعا هيثبت 100 جنيه مفق + +380 +00:27:41,300 --> 00:27:44,280 +المبدأ التكلفة التاريخية لكن اليوم لو جينا نقول + +381 +00:27:44,280 --> 00:27:48,790 +لهذا الشركةأنت قيمة الأرض ميتجنية على بتساوي عنك + +382 +00:27:48,790 --> 00:27:53,310 +قداش يعني عشرين شكل اليوم تمام؟ هل هذا منطقي؟ طيب + +383 +00:27:53,310 --> 00:27:56,130 +إذا الدول اللي بترتفع فيها التدخم اللي هي بتزيد + +384 +00:27:56,130 --> 00:28:02,760 +فيها الأسعار بشكل غيرمنطقي أو بشكل عام أو بشكل هو + +385 +00:28:02,760 --> 00:28:07,620 +حقيقة نتيجة ضعف القوة الشرائية للعملة وبالتالي كل + +386 +00:28:07,620 --> 00:28:11,160 +ما زادت نسب ومعدلات التضخم فإن التضخم يؤثر على + +387 +00:28:11,160 --> 00:28:15,020 +محاسبة التكلمات التاريخية يعني لو راجل حكي عنها أو + +388 +00:28:15,020 --> 00:28:19,000 +الشركة اللي حكي عنها أضارت لي قيمة أرض مش عارفة كم + +389 +00:28:19,000 --> 00:28:23,190 +دولة ومع عشرين شكللو كانت من المجموعة الشكل هذا + +390 +00:28:23,190 --> 00:28:27,550 +كلام مش منطقي إذا كل ما زادت معدلات التضخم هذا + +391 +00:28:27,550 --> 00:28:32,690 +الكلام بيأثر على عدالة وصدق القوائم الماليةوطبعا + +392 +00:28:32,690 --> 00:28:35,970 +الدول المختلفة من حيث معدل التدخم ومن حيث السيطرة + +393 +00:28:35,970 --> 00:28:38,890 +عليه من قبل الحكومات وفي الدول التي يرتفع معدل + +394 +00:28:38,890 --> 00:28:42,590 +التدخم بدرجة كبيرة تصبح القوام المالية ومبدأ + +395 +00:28:42,590 --> 00:28:46,090 +التكلمة التاريخية بلا معنى واستواجه منها المحاسة + +396 +00:28:46,090 --> 00:28:51,050 +مشاكل متعددة تطلب معالجة محاسبية بطرق بديلة وهذا + +397 +00:28:51,050 --> 00:28:55,840 +اللي هنتكلم عنه في ان شاء الله سياق هذا المساربحيث + +398 +00:28:55,840 --> 00:28:58,440 +تأخذ بالاعتبار تأثير انخفاض القوات الشرعية لوحدة + +399 +00:28:58,440 --> 00:29:01,500 +النقد على قوائم المالية كما في المكسيك مثلا في + +400 +00:29:01,500 --> 00:29:03,920 +أواخر السبعينات من القرن العشرين قامت الولايات + +401 +00:29:03,920 --> 00:29:07,600 +المتحدة وبريطانيا بإعداد تقرير مالية طبعا بالإضافة + +402 +00:29:07,600 --> 00:29:10,180 +للقوائم المالية الحالية تقارير مالية أو قوائم + +403 +00:29:10,180 --> 00:29:13,700 +مالية جديدة تبين أثار التغييرات في الأسعار تجاوب + +404 +00:29:13,700 --> 00:29:17,760 +المعدلات التضخم العالية إذا شفنا أثر التضخم جدش + +405 +00:29:17,760 --> 00:29:22,100 +بأثر على قوائم المالية والإفساح فيهاطيب أما + +406 +00:29:22,100 --> 00:29:24,580 +بالنسبة للروابط الإقتصادية فانتقال الأفكار و + +407 +00:29:24,580 --> 00:29:27,620 +التطبيقات المحاسبية من دولة أخرى يتم عن طريق إما + +408 +00:29:27,620 --> 00:29:31,880 +الاحتلال أو التجارة أو التكتلات الإقتصادية أو + +409 +00:29:31,880 --> 00:29:36,060 +غيرها فقد انتشر القيد المزدوج في إيطاليا و منه إلى + +410 +00:29:36,060 --> 00:29:39,460 +العالم في القرن الخامس عشر بعدين انتقل إلى أوروبا + +411 +00:29:39,460 --> 00:29:46,970 +وبعدين انتقل إلى كافة أرجاء الأرضكما لعب الاستعمار + +412 +00:29:46,970 --> 00:29:49,710 +البريطاني لأمريكا وكندا دورا كبيرا في لقن النظم + +413 +00:29:49,710 --> 00:29:52,750 +البريطانية التي هي المستعمرات كما فرضت الولايات + +414 +00:29:52,750 --> 00:29:54,310 +المتحدة الأمريكية على اليابان بعد الحرب العالمية + +415 +00:29:54,310 --> 00:29:58,710 +الثانية نظم إجراءات محاسبية مرتبطة في المنتصر اللي + +416 +00:29:58,710 --> 00:30:01,830 +هو الولايات المتحدة الأمريكية على اليابان اللي + +417 +00:30:01,830 --> 00:30:06,170 +كانت مهزومة في الحرب العالمية الثانيةكما أننا + +418 +00:30:06,170 --> 00:30:08,290 +نلاحظ أن التكتولات الاقتصادية قسمت في نقل النظم + +419 +00:30:08,290 --> 00:30:11,190 +الاقتصادية بين دول كتلة للحقيقية التكامل الاقتصادي + +420 +00:30:11,190 --> 00:30:15,170 +والسياسي فدول أوروبا الشرقية تحدث أنظمات المحاسبية + +421 +00:30:15,170 --> 00:30:17,130 +من خلال نظم المحاسبية المتبعة في دول الاتحاد + +422 +00:30:17,130 --> 00:30:20,930 +الأوروبي يعني لما اتوحدت الاتحاد الأوروبي ودخلت + +423 +00:30:20,930 --> 00:30:27,110 +الأوروبا الشرقية تمام في اللي هو يعني دخلت مع بعض + +424 +00:30:27,110 --> 00:30:31,250 +في تكتل قامت باتباع النظم المحاسبية المتبعة في دول + +425 +00:30:31,250 --> 00:30:36,360 +الاتحاد الأوروبي بشكل عامإذا زيادة نشاط التجارة + +426 +00:30:36,360 --> 00:30:38,940 +الخارجي دول مفتوحة الحاجة الطويلة ضمن تلبية + +427 +00:30:38,940 --> 00:30:41,800 +احتجاجات الوحدات الاقتصادية إذا من العالج مجموعة + +428 +00:30:41,800 --> 00:30:46,840 +من الأمور الطارقة التي نتجت عن نتيجة زيادة نشاط + +429 +00:30:46,840 --> 00:30:51,460 +الدولة الخارجي تجاريا معالجة المعاملات بالعمل + +430 +00:30:51,460 --> 00:30:54,920 +الأجنبية لإن أنا لما أستورد من الصين مثلا بستورد + +431 +00:30:54,920 --> 00:30:58,440 +بالإيوان لما أستورد من أوروبا بستورد مثلا باليورو + +432 +00:30:58,440 --> 00:31:04,300 +من بريطانيا الآن بستوردالـ Euro وقد نستورد + +433 +00:31:04,300 --> 00:31:08,700 +بالجينال السرديني نتيجة انفصال بريطانيا عن الاتحاد + +434 +00:31:08,700 --> 00:31:12,160 +الأوروبي معالج أسعار التحويل الدولية، إعداد + +435 +00:31:12,160 --> 00:31:15,560 +القوائم المالية الموحدة، التحاسب الضريبي الدولي + +436 +00:31:15,560 --> 00:31:19,460 +أما في حالة انخفاض النشاط التجاري الخارجي، الدول + +437 +00:31:19,460 --> 00:31:23,440 +شبه مولطة أنظمة محاسبية بسيطة غير متطورة وكل ما + +438 +00:31:23,440 --> 00:31:27,320 +زادوا عدل التدخل كل ما أثر ذلك على عدالة وصدق + +439 +00:31:27,320 --> 00:31:33,340 +القوائم الماليةالعوامل السياسية والقانونية، + +440 +00:31:33,340 --> 00:31:39,360 +الحريات السياسية، التشريعات ورضم القوانين، قوانين + +441 +00:31:39,360 --> 00:31:45,710 +الشركاتثلاث عوامل مؤثرة جدا في اللي هو المحاسبة + +442 +00:31:45,710 --> 00:31:49,810 +وتطور علم المحاسبة من الممكن لبعض العوامل السياسية + +443 +00:31:49,810 --> 00:31:52,190 +أن تؤثر في نظر المحاسبية وتطبيق الخواد والسياسات + +444 +00:31:52,190 --> 00:31:55,010 +والمفاهيم بناء على فرض أساسي يقول أن المفاهيم + +445 +00:31:55,010 --> 00:31:57,190 +السياسية في ملاك مرتبط بالنظام السياسي السائد + +446 +00:31:57,190 --> 00:32:01,350 +تمام؟ إذا كان عندنا نظام ديمقراطي إذن هتسود + +447 +00:32:01,350 --> 00:32:06,150 +الحريات وتمثلق مناخ مناسبة لتنمية المحاسبية وبشكل + +448 +00:32:06,150 --> 00:32:10,740 +عام هذا هينعكس على التقارير والإفساحوكذلك على تطور + +449 +00:32:10,740 --> 00:32:16,560 +المهنة وانشاء جمعيات مهنية وكذلكالرقي في مهنة + +450 +00:32:16,560 --> 00:32:20,500 +المحاسبة بشكل عام أما في الدول الاشتراكية فمن + +451 +00:32:20,500 --> 00:32:23,000 +الفضل السياسي أن تقول الشركات معدالة تقيقها مادة + +452 +00:32:23,000 --> 00:32:26,020 +مساهمات تتحمل المصطلحات الاجتماعية أو قد يؤدي في + +453 +00:32:26,020 --> 00:32:29,060 +الحكومات إلى تأمين قطاع اقتصادية القطاع النطق كما + +454 +00:32:29,060 --> 00:32:32,100 +حدث في Venezuela مثلا فالعدام الدموقراطي يمكن أن + +455 +00:32:32,100 --> 00:32:35,000 +يعود إلى حد كبير التنمية المحاسبية لطرفها إذا نقول + +456 +00:32:35,000 --> 00:32:37,860 +أننا في الدول الدموقراطية سيكون هناك تطور للمهنة + +457 +00:32:37,860 --> 00:32:43,000 +انفتاح للمهنة قدرة للمهنيين أن يتطوروا ويتقدموا + +458 +00:32:44,650 --> 00:32:49,010 +يتبادلوا مع غيرهم من الدول كثير من الأفكار التي + +459 +00:32:49,010 --> 00:32:54,170 +تسهم في تطور مهنة المحاسبة وجميعها تبنيوا كلها + +460 +00:32:54,170 --> 00:32:58,110 +حرية في التحرك والتعبير عن ذاتها والنظام السياسي + +461 +00:32:58,110 --> 00:33:02,670 +يحترم أن الغرضية أما على العكس في الدول الجبرية + +462 +00:33:02,670 --> 00:33:07,070 +والدول التي تسودها الديكتاتورية للأسف الشديد يكون + +463 +00:33:07,070 --> 00:33:10,770 +هناك تأميم لقطاعات اقتصادية متعددة يكون سيطرة + +464 +00:33:10,770 --> 00:33:15,890 +الحكومةعلى الموارد الاقتصادية وبالتالي لا يوجد + +465 +00:33:15,890 --> 00:33:22,390 +هناك ديمقراطية وحرية رأي كما يتحدث تشريعات ونظام + +466 +00:33:22,390 --> 00:33:24,490 +القانونية هو نظام المعيار المحاسبة في العديد من + +467 +00:33:24,490 --> 00:33:27,930 +الدول نتكلم عنها التشريعات ونظام القانونية فمشروع + +468 +00:33:27,930 --> 00:33:30,330 +النظام القانونية والضريبية تعتبر مثابة المعيار + +469 +00:33:30,330 --> 00:33:33,370 +المحاسبية المالية والضريبية في كثير من البلدان وفي + +470 +00:33:33,370 --> 00:33:36,740 +بعض الأخر تنفصل حسابات المالية حسابات الضريبةو + +471 +00:33:36,740 --> 00:33:39,700 +يختلف رقم الربح الضريبي عن الربح المالي فالربح + +472 +00:33:39,700 --> 00:33:42,140 +الضريبي هو الربح المالي بعد تعديله لمواجهة الفروق + +473 +00:33:42,140 --> 00:33:47,160 +اللي ناجمة عن القوانين الضريبية طيب ليش جالك كثير + +474 +00:33:47,160 --> 00:33:50,300 +من البلدات تحدد التشريعات والنظام القانونية و + +475 +00:33:50,300 --> 00:33:54,300 +أنظمة الضرائب معايير خاصة بتلك الدول ركزوا معايا + +476 +00:33:54,300 --> 00:33:57,180 +الآن ..الآن لو جينا مثلا نتكلم عن الجمعيات في + +477 +00:33:57,180 --> 00:34:01,580 +فلسطين نلاقي أن الحكومة تتدخل بشكل مباشر في تحديد + +478 +00:34:01,580 --> 00:34:05,320 +السياسات والإجارات التي يقوم بها الجمعيات الخيرية + +479 +00:34:06,480 --> 00:34:10,520 +فيه الافصاح القوائمها المالية وتتدخل حتى في + +480 +00:34:10,520 --> 00:34:14,920 +سياساتها المحاسبية وفي إجاراتها المحاسبية ووضعالها + +481 +00:34:14,920 --> 00:34:19,600 +نظام موحد التشريعات والنظام كمان بتأثر في قلية + +482 +00:34:19,600 --> 00:34:22,280 +احتساب يعني لو جينا نتكلم عن الربح الضريبين + +483 +00:34:22,280 --> 00:34:24,500 +ومعناها تبقرا لما ناخد المادة إن شاء الله قدام + +484 +00:34:24,500 --> 00:34:27,740 +هلاحظ أن في بعض الدول لما تستثمر في دول أخرى أو + +485 +00:34:27,740 --> 00:34:30,740 +شركة تستثمر في دول أخرى من أهم العوامل اللي بتدور + +486 +00:34:30,740 --> 00:34:34,920 +عليها الربحاللي هو الربح الضريبي طب إيش الفرق بين + +487 +00:34:34,920 --> 00:34:38,260 +الربح المحاسبي و الربح الضريبي الربح المحاسبي هو + +488 +00:34:38,260 --> 00:34:41,920 +الناتج عن قائمة الدخل بشكل طبيعي بعد قسم الإهلاكات + +489 +00:34:41,920 --> 00:34:45,440 +و المخصصات و ما إلى ذلك يعني أنا بقصد على مصاريف + +490 +00:34:45,440 --> 00:34:49,180 +الإهلاك و مصاريف المخصصات لكن الربح الضريبي هو + +491 +00:34:49,180 --> 00:34:53,680 +الربح الخاضع للضريبة يعني اللي بتعترف فيه الدولة + +492 +00:34:54,070 --> 00:34:58,190 +عشان تخضعوا للضريبة عشان تحسبوا على النسبة وطبعا + +493 +00:34:58,190 --> 00:35:01,050 +دي غالبا في كثير من الدول بختلف الربح الضريبي عن + +494 +00:35:01,050 --> 00:35:06,800 +الربح المحاسب أو الربح الماليكذلك من الشغلات اللي + +495 +00:35:06,800 --> 00:35:10,800 +بتأثر فيه التطور من المحاسبة قوانين الشركات لها + +496 +00:35:10,800 --> 00:35:14,180 +تأثير كبير على طريق تطبيق قواعد مبادرة محاسبة + +497 +00:35:14,180 --> 00:35:18,700 +تعييم ودقيق الحسابات فهي تفرض قيود محددة وثابتة + +498 +00:35:18,700 --> 00:35:21,960 +على هذه الشركات في اتباع مثلا تعيين ودقيق الحسابات + +499 +00:35:21,960 --> 00:35:26,020 +أو في اتباع سياسات محاسبية معينة العوامل التعليمية + +500 +00:35:26,020 --> 00:35:30,740 +المستوى التعليم للمواطنين الاتجاه العام للنظام + +501 +00:35:30,740 --> 00:35:35,540 +التعليميقدرة النظام التعليمي على تلبية احتياجات + +502 +00:35:35,540 --> 00:35:40,940 +المجتمع الان لاحظوا معي نمشي واحدة واحدة تعتمد + +503 +00:35:40,940 --> 00:35:43,240 +المحاسب على استخدام الأرقام والمعلومات المكتوبة في + +504 +00:35:43,240 --> 00:35:45,980 +شكل تقرير مالية فعلى سبيل المثال تكون التقارير + +505 +00:35:45,980 --> 00:35:48,580 +الفنية المعدة عن حرفات سوق التكاليف غير ذات فائدة + +506 +00:35:48,580 --> 00:35:51,700 +ما لم يكن المحاسب متفاهم المحاسب عن التكاليف يعني + +507 +00:35:51,700 --> 00:35:54,800 +ما لم يجعلنا قوائم مالية وهذه القوائم المالية + +508 +00:35:54,800 --> 00:35:57,740 +مجتمع يعني انت اليوم تتكلم عن ناس يعني على سبيل + +509 +00:35:57,740 --> 00:36:02,390 +المثال مرة من المراتطلب مننا تقيير مالي، عديناه + +510 +00:36:02,390 --> 00:36:06,290 +بشكل احترافي، قدّمنا للجهة، لجينا الإخوة في هذه + +511 +00:36:06,290 --> 00:36:11,010 +الجهة للأسف ليسوا محاسبين ولا علاقة بالمحاسبة، + +512 +00:36:11,010 --> 00:36:14,670 +وبالتالي قالونا اروح اعملونا اياه نثري، صار كذا و + +513 +00:36:14,670 --> 00:36:19,010 +جرى كذا و حدث كذا و بقى كذا و متبقى كذاو هذا واقع + +514 +00:36:19,010 --> 00:36:22,690 +حقيقي على الأرض فلو كان المجتمع يميل إلى العلمية + +515 +00:36:22,690 --> 00:36:25,450 +أكتر .. يعني عشان نقول إن الإنسان هذا علمى التوجه + +516 +00:36:25,450 --> 00:36:28,410 +علمى هو التوجه أدبي العلمى بيتم بالأرقام، + +517 +00:36:28,410 --> 00:36:31,950 +بالمحاسبة، بالهندسة، بالفيزيا، بالكيميا، الاخره + +518 +00:36:31,950 --> 00:36:35,530 +بينما الإنسان الأدبي بيتم بال .. اللي هو الفن، + +519 +00:36:35,530 --> 00:36:39,290 +بيتم في الأدب، بيتم في اللغة العربية، بيتم بالشعر، + +520 +00:36:39,290 --> 00:36:44,000 +بيتم في الجغرافيا، بالتاريخ إلى ذلكالآن إذا كان + +521 +00:36:44,000 --> 00:36:47,260 +المجتمع أو الناس اللي قدملهم هذه التقارير إنهم + +522 +00:36:47,260 --> 00:36:50,840 +احتمالات محاسبية، هيتفهم محاسبة التكاليف، هيتفهم + +523 +00:36:50,840 --> 00:36:54,380 +الحوافات، هيتفهم إيش عليا قوانين مالية، إيش عليا + +524 +00:36:54,380 --> 00:36:57,660 +مركز مالي، إيش عليا قوانين الداخل، تمام؟ هذا كله + +525 +00:36:57,660 --> 00:37:01,650 +بأدى للتطور من مهنتي المحاسبةأما دا كان المجتمع + +526 +00:37:01,650 --> 00:37:06,110 +للأسف الشديد أمي هذا المجتمع لا يستطيع أن يفهم هذه + +527 +00:37:06,110 --> 00:37:10,090 +التقارير تمام والصفة الغالبة لهذا المجتمع أن + +528 +00:37:10,090 --> 00:37:12,970 +الأميين هم من يكون رؤوس الأموال والأميين هم من + +529 +00:37:12,970 --> 00:37:17,650 +يديلون البلد وبالتالي الحاجة أو القدرة على تطوير + +530 +00:37:17,650 --> 00:37:22,930 +النظام المحاسبية لتتناقم مع المحاسبة الدولية بشكل + +531 +00:37:22,930 --> 00:37:27,680 +عام هتكون ناشي قليلة جداإذا فلا شك أن الممارسات + +532 +00:37:27,680 --> 00:37:30,600 +المحاسبة اللي تتأثر لأي دولة تتأثر بشكل كبير مستوى + +533 +00:37:30,600 --> 00:37:33,740 +التعليمي لمواطنية تلك الدولة والاتجاه العام للنظام + +534 +00:37:33,740 --> 00:37:35,900 +التعليمي وقدرة نظام التعليمي على تلبيط حاجات + +535 +00:37:35,900 --> 00:37:39,480 +المجتمع فإن مستوى أوضاع رئيسية الأممية في مجتمع من + +536 +00:37:39,480 --> 00:37:42,520 +المجتمعات يقلل الاهتمام لدراسة واطبيق النظريات + +537 +00:37:42,520 --> 00:37:45,060 +الحديثة في المحاسبة كأن الاهتمام القوانين المشهور + +538 +00:37:45,060 --> 00:37:48,060 +يتمثل استخداما غير كفور للوقت والجهد يعني أنا + +539 +00:37:48,060 --> 00:37:50,960 +بابدل جهد ووقت وفي الأخير قالولي اروح غير التقرير + +540 +00:37:50,960 --> 00:37:56,570 +واختبأما دا كان مستوى التعليم مرتفع يمكن تصميم + +541 +00:37:56,570 --> 00:38:00,850 +نظام حسابية أكثر شمولا وتعقيدا وثقة في فهم + +542 +00:38:00,850 --> 00:38:04,670 +المستخدمين لهذه القوانين أما بالنسبة لتجاه النظام + +543 +00:38:04,670 --> 00:38:08,190 +التعليمي فينقسم التعليم إلى تعليم مهني وديني + +544 +00:38:08,190 --> 00:38:12,230 +وتعليم عام وتعليم فني وتعليم نظري إذا عنا تعليم + +545 +00:38:12,230 --> 00:38:17,830 +مهني وديني تمام وتعليم عام وتعليم فني وتعليم نظري + +546 +00:38:18,220 --> 00:38:22,780 +طبعا إذا كان التعليم فني أو مهني بكل اهتمام + +547 +00:38:22,780 --> 00:38:27,160 +بالتطبيق المحاسبي أكتر من اهتمام بالنظريات بهم وش + +548 +00:38:27,160 --> 00:38:30,360 +عمل الأبحاث بهم وكيف تطبق المحاسبة أما إذا كان + +549 +00:38:30,360 --> 00:38:37,020 +التعليم نظري علمي تمام أي نظري علمي زي ما احنا + +550 +00:38:37,020 --> 00:38:40,660 +شايفين بكل اهتمام بدراسات المحاسبية نظرية دون + +551 +00:38:40,660 --> 00:38:45,830 +النظر إلى التطبيق بشكل أساسيكذلك قدرة النظام + +552 +00:38:45,830 --> 00:38:47,770 +التعليمي على تلبية حاجات المجتمع من المحاسبين + +553 +00:38:47,770 --> 00:38:50,550 +المهنينيين قادرين على ابتكار أساليب محاسبية متطورة + +554 +00:38:50,550 --> 00:38:53,850 +من حيث العدد والنهو تنعكس إيجاما على طبيعة اتطور + +555 +00:38:53,850 --> 00:38:57,770 +النظام المحاسبي فعندما يزيد عدد الخريجين عن حاجة + +556 +00:38:57,770 --> 00:39:00,430 +المجتمع يقال أن نظام التعليم في هذا المجتمع غير + +557 +00:39:00,430 --> 00:39:03,590 +مطابق لإحتياجاته وكذلك عند نقص عدد الخريجين نفس + +558 +00:39:03,590 --> 00:39:07,070 +الفكرة يكون في عجز عن تلبية إحتياجات السوق + +559 +00:39:09,720 --> 00:39:13,000 +أخر حاجة العوامل الدينية في ان المعتقدات الدينية + +560 +00:39:13,000 --> 00:39:16,940 +ونظرة المجتمع للقضاء و القدر كذلك تؤثر المعتقدات + +561 +00:39:16,940 --> 00:39:18,780 +الدينية في النظر المحاسبي وظهر التأثير في تطبيق + +562 +00:39:18,780 --> 00:39:22,620 +المواد الحسابية التي تماشى مع معتقدات المجتمعات + +563 +00:39:22,620 --> 00:39:26,600 +ففي المجتمعات الإسلامية تطبيق لبعض أنواع المعاملات + +564 +00:39:26,600 --> 00:39:30,080 +الإسلامية مثل المرابحة والمضاربة والمشاركة وما + +565 +00:39:30,080 --> 00:39:33,420 +يرقبك من تسجيل محاسبيكما دارت في رول المحاسبة + +566 +00:39:33,420 --> 00:39:35,720 +كثيرا محاسبة الذكاء و رقابة الشرعية في الجنود + +567 +00:39:35,720 --> 00:39:39,580 +الإسلامية إذا كان في كهن في نظام توجهه إسلامي و + +568 +00:39:39,580 --> 00:39:42,300 +المجتمع عنده اعتقادات دينية فتلاقي حيظهر عندك + +569 +00:39:42,300 --> 00:39:45,900 +محاسبة الذكاء و رقابة شرعية حيظهر عندك المعاملات + +570 +00:39:45,900 --> 00:39:49,180 +الإسلامية المتعارف عليها المرابحة و المضاربة و + +571 +00:39:49,180 --> 00:39:53,950 +المشاركةكذلك نظرة المجتمع للقضاء والقدر وتأثير على + +572 +00:39:53,950 --> 00:39:57,430 +نظام المحاسب خاصة على المحاسبة الإدارية فإذا كان + +573 +00:39:57,430 --> 00:40:00,130 +الاعتقاد بأن ليس هناك سيطرة على ما سيحدث مستقبلا + +574 +00:40:00,130 --> 00:40:04,010 +فلن يكون عند أيدينا حاجة للتخطيط وتقييم الأداء + +575 +00:40:04,010 --> 00:40:06,230 +واعداد الموازنات التقديرية + +576 +00:40:15,620 --> 00:40:18,320 +وبهيأك بإذن الله سبحانه وتعالى بكم خلصنا هذه + +577 +00:40:18,320 --> 00:40:20,960 +المحاضرة ونلتقيكم في المحاضرة القادمة بإذن الله + +578 +00:40:20,960 --> 00:40:24,740 +سبحانه وتعالى وافقكم الله لمن يحب ويرضى وجمعنا بكم + +579 +00:40:24,740 --> 00:40:27,600 +على خير والسلام عليكم ورحمة الله وبركاته + diff --git a/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/UcCZkJdwTgg_postprocess.srt b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/UcCZkJdwTgg_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..5d768c76bd6e1a2a74fb3493688bba3f86964b37 --- /dev/null +++ b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/UcCZkJdwTgg_postprocess.srt @@ -0,0 +1,1804 @@ +1 +00:00:02,530 --> 00:00:05,030 +أعوذ بالله السميع العليم من الشيطان الرجيم الحمد + +2 +00:00:05,030 --> 00:00:10,050 +لله وكفه والصلاة والسلام على نبيه المصطفى وأبناء + +3 +00:00:10,050 --> 00:00:15,260 +الطالب السلام عليكم ورحمة الله وبركاتههلا نحن بفضل + +4 +00:00:15,260 --> 00:00:19,860 +الله نلتقي مجدداً في مساق المحاسبة الدولية في + +5 +00:00:19,860 --> 00:00:25,040 +الفصل الثاني من المساق بعنوان اسهمات المنظمات + +6 +00:00:25,040 --> 00:00:29,740 +والهيئات المحلية والإقليمية والدولية في تطوير مهنة + +7 +00:00:29,740 --> 00:00:34,980 +المحاسبة وخاصة ما يتعلق بمعايير المحاسبة الدولية + +8 +00:00:34,980 --> 00:00:38,920 +والمحاسبة الدولية في المحاضرة المصورة الأولى بإذن + +9 +00:00:38,920 --> 00:00:43,200 +الله سبحانه وتعالى نبدأ على بركة الله + +10 +00:00:47,640 --> 00:00:51,900 +في البداية سنتواجه مع أو سنواجه موضوع الهيئات + +11 +00:00:51,900 --> 00:00:57,380 +المحلية وبالتالي سنتطرق إلى الهيئات المحلية + +12 +00:00:57,380 --> 00:01:01,100 +المسؤولة عن مهنة المحاسبة في فلسطين سواء كانت في + +13 +00:01:01,100 --> 00:01:05,540 +الضفة الغربية أو في قطاع غزة سنتعرف بعد ذلك على + +14 +00:01:05,540 --> 00:01:10,300 +الهيئات المحاسبية الإقليمية والتي كان لها دور كبير + +15 +00:01:10,300 --> 00:01:15,660 +في تطوير الإقليم والوطن العربي في مهنة المحاسبةبعد + +16 +00:01:15,660 --> 00:01:19,240 +ذلك سنطلق إلى الهيئات و المنظمات الدولية والتي + +17 +00:01:19,240 --> 00:01:23,280 +أسهمت بشكل كبير في تطوير مهنة المحاسبة وفي التوجه + +18 +00:01:23,280 --> 00:01:26,980 +نحو المعايير المحاسبية الدولية وهي تنقسم بدورها + +19 +00:01:26,980 --> 00:01:31,980 +إلى نوعين من الهيئات و المنظماتالأولى هي المعظمات + +20 +00:01:31,980 --> 00:01:36,120 +والهيئات الاقتصادية والتي كان له دور كبير في إلزام + +21 +00:01:36,120 --> 00:01:40,660 +ودفع الشركات تحت تطبيق معيار المحاسبة الدولية ثم + +22 +00:01:40,660 --> 00:01:44,640 +سنتطرق إلى المعظمات المحاسبية الدولية سواء كانت + +23 +00:01:44,640 --> 00:01:50,320 +لجنة معيار المحاسبة الدولية التي تحولت في 2001 إلى + +24 +00:01:50,320 --> 00:01:54,100 +مجلس معيار المحاسبة الدولية أو الاتحاد الدولي + +25 +00:01:54,100 --> 00:01:57,680 +للمحاسبين وسنتطرق له من نوع من التفصيل بإذن الله + +26 +00:01:57,680 --> 00:02:03,870 +سبحانه وتعالىنبدأ بتمهيد أن مهلة المحاسب وتدقيق + +27 +00:02:03,870 --> 00:02:06,970 +الحسابات كغيرها من المهن لها دورها ومكانتها + +28 +00:02:06,970 --> 00:02:12,150 +وأهميتها في المجتمعات المتقدمة أُسس + +29 +00:02:12,150 --> 00:02:15,870 +لها الجمعيات المهنية المختصة يعني إحنا عشان نخدم + +30 +00:02:15,870 --> 00:02:20,770 +المهنة لازم يكون في مرجعية لهؤلاء المحاسبين و لازم + +31 +00:02:20,770 --> 00:02:25,030 +يكون لهم جمعية مهنية مختصة يعود إليها والتي تقوم + +32 +00:02:25,030 --> 00:02:28,980 +بوضع المبادئ والمعايير المحاسبيةطبعا في ال hall + +33 +00:02:28,980 --> 00:02:33,360 +الإقليم في الوطن تمام وطنيا وعقد الامتحانات + +34 +00:02:33,360 --> 00:02:38,440 +المهنية وتحرص على رفع مستوى كفاءة ومستلوك المهني + +35 +00:02:38,440 --> 00:02:42,140 +وتعمل لحماية وحفظ استقلالية الأعضاء المهنية + +36 +00:02:42,140 --> 00:02:45,980 +والتأكد من تزامن بقواعد أداب السلوك المهني وتسعى + +37 +00:02:45,980 --> 00:02:51,780 +لتحقيق الأهداف التاليةلاحظوا معنى هذا أن أي جمعية + +38 +00:02:51,780 --> 00:02:56,080 +مهنية مختصة في مجال المحاسبة هدفها يكون وضع مبادئ + +39 +00:02:56,080 --> 00:03:00,780 +ومعايير محاسبية عقد امتحانات مهنية عشان تعطي مدورة + +40 +00:03:00,780 --> 00:03:06,060 +المهنة وترخص للمهتمين في هذا المجال تحرص على رفع + +41 +00:03:06,060 --> 00:03:10,500 +مستوى كفاءة الأفراد تمام حماية السلوك المهني وخاصة + +42 +00:03:10,500 --> 00:03:14,400 +فيما يتعلق بمدورة السلوكوالتعامل مع الزملاء في + +43 +00:03:14,400 --> 00:03:18,540 +المهنة، حماية وحقق استقلالية الأعضاء المهنية تمام + +44 +00:03:18,540 --> 00:03:21,980 +وكذلك التأكد من اتزامهم بقواعد أداب السلوك المهني + +45 +00:03:21,980 --> 00:03:25,680 +وتسعى لتحقيق الأهداف التالية واحد اصدار المعايير + +46 +00:03:25,680 --> 00:03:30,760 +المحاسبية المقبولة قومها العامة بين الدولمؤسسة + +47 +00:03:30,760 --> 00:03:34,120 +مهنية بتحاول على مستواها الوطني أو القومي أن تصدر + +48 +00:03:34,120 --> 00:03:37,340 +معايير خاصة فيها فيها مثلا معايير المحاسبة المصرية + +49 +00:03:37,340 --> 00:03:39,660 +معايير المحاسبة السورية معايير المحاسبة السعودية + +50 +00:03:39,660 --> 00:03:41,840 +معايير المحاسبة الأمريكية معايير المحاسبة + +51 +00:03:41,840 --> 00:03:45,020 +البريطانية معايير المحاسبة الألمانية وما إلى ذلك + +52 +00:03:45,410 --> 00:03:48,650 +إتنين تحقيق التوافق بين المعايير المحلية والدولية + +53 +00:03:48,650 --> 00:03:52,490 +وبتحول تصل إلى مرحلة تعمل توافق بين معايير المحلية + +54 +00:03:52,490 --> 00:03:56,510 +اللي هي أذاتها وبين معايير الدولية كمان من أهدافها + +55 +00:03:56,510 --> 00:04:02,140 +عقد المؤتمرات العلمية والمهنية لأصحاب التخصصسواء + +56 +00:04:02,140 --> 00:04:07,540 +كانت هذه المؤتمرات فيها مثلا تتعلق بموضوع من + +57 +00:04:07,540 --> 00:04:13,260 +موضوعات المحاسبة أو سواء كانت دورات تتعلق في بعض + +58 +00:04:13,260 --> 00:04:17,780 +الأنشطة المرتبطة بعلم المحاسبة والمتعلقة بالمحاسبة + +59 +00:04:17,780 --> 00:04:20,720 +الدولية زي الدورات اللي بنحكي عنها في نقابة + +60 +00:04:20,720 --> 00:04:25,280 +المحاسبين والمراجعين الفلسطينية زي دورة المخلص + +61 +00:04:25,280 --> 00:04:29,140 +الضريبي دورة المحكم المالي دورة استشار الدرائب + +62 +00:04:29,140 --> 00:04:34,390 +دورة ومائل الرقابة إلى آخرهاوغياب هذه الجمعيات أو + +63 +00:04:34,390 --> 00:04:38,770 +النقابات سيؤدي إلى إذا غابت هذه الجمعيات والنقابات + +64 +00:04:38,770 --> 00:04:42,050 +وماكنتش الدولة تسودها الديمقراطية والحرية، إيش راح + +65 +00:04:42,050 --> 00:04:45,010 +يصير؟ جالك اعتماد أعضاء المهنة في الدول التي لا + +66 +00:04:45,010 --> 00:04:48,550 +تتوافر فيها جمعيات فاعلة إلى حد كبير على الجمعيات + +67 +00:04:48,550 --> 00:04:53,330 +المهنية في الدول المتقدمةوذلك سواء في التأهيل + +68 +00:04:53,330 --> 00:04:57,250 +المهني أو التدريب وضربنا هنا مثال قال لك أن الدول + +69 +00:04:57,250 --> 00:05:00,910 +التي خضعت للنفوذ البريطاني للاحتلال البريطاني سوف + +70 +00:05:00,910 --> 00:05:03,590 +يتوجه المهنيين فيها لحصولها شهادات مهنية صادرة من + +71 +00:05:03,590 --> 00:05:08,550 +الجامعيات المهنية البريطانية زي ال ICA و ال ACA + +72 +00:05:08,550 --> 00:05:13,430 +بينما إذا لاحظوا أثر الاحتلال بظل موجود على الدول + +73 +00:05:13,430 --> 00:05:20,010 +التي لم ينشأ فيها نقابات مهنية مستقلةو ذات حرية + +74 +00:05:20,010 --> 00:05:27,230 +وتستطيع أن تعمل سياسات محددة تسهم في رفع كفاءة + +75 +00:05:27,230 --> 00:05:31,430 +الأفراد + +76 +00:05:31,430 --> 00:05:36,100 +أو احترام المهنة وتخديرها في المجتمعبينما يتجهي + +77 +00:05:36,100 --> 00:05:38,960 +المهنيو في مجموعات الدول التي خضرت للهيمن الفرنسية + +78 +00:05:38,960 --> 00:05:41,720 +يعني خضر الاحتلال الفرنسي نحو الجامعيات المهنية + +79 +00:05:41,720 --> 00:05:44,940 +الفرنسية لحصوله على التأهيل المهني اللازم في مجال + +80 +00:05:44,940 --> 00:05:47,960 +علم المحاسبة وقد تزاد اهتمام في الوقت الحالي نحو + +81 +00:05:47,960 --> 00:05:51,000 +الجامعيات المهنية الأمريكية وباللاحظة ان قيادة + +82 +00:05:51,000 --> 00:05:54,240 +أمريكا للعالم بدأت العكس للحصول على التأهيل و + +83 +00:05:54,240 --> 00:05:59,140 +التدريب المهني منها وذلك بحصوله على ال AICPA تمام + +84 +00:05:59,140 --> 00:06:02,580 +فباللاحظة ان في توجه نحو اللي هو أمريكا في الوقت + +85 +00:06:02,580 --> 00:06:07,520 +الحالي قيادتها للعالمبشكل عام تحكم المعايير + +86 +00:06:07,520 --> 00:06:09,940 +المهنية في الدول المتقدمة والصادرة من الجامعيات + +87 +00:06:09,940 --> 00:06:13,680 +المهنية فيها في الممارسات المهنية إذا في تحكم + +88 +00:06:13,680 --> 00:06:18,570 +المعايير المهنية في الدول المتقدمة علىاللي هو + +89 +00:06:18,570 --> 00:06:22,550 +الجامعيات المهنية التي تقوم بالممارسات الوطنية + +90 +00:06:22,550 --> 00:06:24,350 +وبالتالي في تحكم المعايير المهنية في الدول + +91 +00:06:24,350 --> 00:06:27,510 +المتقدمة في الدول التي لا يوجد بها جامعيات مهنية + +92 +00:06:27,510 --> 00:06:30,750 +فاعلة دون الأخذ باعتبار الفروق الجوهرية في الظروف + +93 +00:06:30,750 --> 00:06:33,750 +البيئية قد يقول قائد طب هو مستحيل أن ناخد المعايير + +94 +00:06:33,750 --> 00:06:37,070 +هذه اللي في الدول المتقدمة ونطبقها على بلدنا هذا + +95 +00:06:37,070 --> 00:06:40,550 +ليس صحيحا لأن البيئة مختلفة لأن الظروف ليست + +96 +00:06:40,550 --> 00:06:45,780 +متماثلة فانت بقى تطبق معايير محاسبة دوليةفي بيئات + +97 +00:06:45,780 --> 00:06:51,220 +أخرى لازم تهيئ البيئة من جهة وتحاول أن تعمل توافق + +98 +00:06:51,220 --> 00:06:53,380 +بين المعايير المحاسبة الدولية والمعايير المحاسبة + +99 +00:06:53,380 --> 00:06:57,220 +القومية سيودي غياب الجمليات الفاعلة إلى هيمنة + +100 +00:06:57,220 --> 00:07:00,280 +الجهات الرسمية ومقصود هنا الجهات الحكومية على + +101 +00:07:00,280 --> 00:07:03,080 +المهنة وقدرك رغبة من هذه السلطات اللي هي السلطة + +102 +00:07:03,080 --> 00:07:06,300 +الحاكمة باتخاذ هذه الهيمنة وسيلة لإلزام الوحدات + +103 +00:07:06,300 --> 00:07:10,480 +الاقتصادية باتباع نظام محاسبي موحد وبالتالي تفرد + +104 +00:07:10,480 --> 00:07:15,730 +قوانين تفرد تشريعات تصدرأنظمة تشبر الشركات على + +105 +00:07:15,730 --> 00:07:21,270 +اتباع سياسة محاسبية واحدة وهذا طبعا في حجر حقوق + +106 +00:07:21,270 --> 00:07:27,690 +المحاسبين في نقص وطبعا هنا بيصير لنا إشكالي كبير + +107 +00:07:27,690 --> 00:07:31,050 +أنه في نوع من الدكتاتورية ولا يوجد النقابات + +108 +00:07:31,050 --> 00:07:35,310 +المهنية أي دور في هذا المجال أربعة طبعا نتكلم حتى + +109 +00:07:35,310 --> 00:07:39,910 +الآن في ظل غيابالنقابات والجامعيات المهنية الفاعلة + +110 +00:07:39,910 --> 00:07:45,710 +في الدول بشكل عام صدور معايير مهنية بوصل الجهات + +111 +00:07:45,710 --> 00:07:50,570 +الحكومية طبعا لما تصدر الجهات الحكومية معايير اعرف + +112 +00:07:50,570 --> 00:07:55,730 +انها تصدر كقانون او كنظام او كتشريع وبالتالي عملية + +113 +00:07:57,460 --> 00:08:02,840 +تغييرها وتعديلها يجعلها أقل مرونة لاحظوا الكلام في + +114 +00:08:02,840 --> 00:08:06,400 +استجابتها للتغيرات المستجدة في الظروف البيئية نظر + +115 +00:08:06,400 --> 00:08:10,550 +لصعوب التعديل القوانينبالبرونة اللازمة نحن نعرف أن + +116 +00:08:10,550 --> 00:08:13,710 +القوانين تعملية تعديلها ليست عملية سهلة إنما تحتاج + +117 +00:08:13,710 --> 00:08:17,210 +إلى دورة زمانية كبيرة وتحتاج إلى موافقة المجلس + +118 +00:08:17,210 --> 00:08:19,650 +التشريعي و لجان المجلس التشريعي و لازم القانون + +119 +00:08:19,650 --> 00:08:22,550 +يصير فيه قراءة بالمرة القراءة الأولى و القراءة + +120 +00:08:22,550 --> 00:08:25,910 +الثانية و القراءة الثالثة إلى حين صدور اللي هو + +121 +00:08:25,910 --> 00:08:29,690 +القانون بشكله النهائي بكون مار فترة زمانية طويلة + +122 +00:08:29,690 --> 00:08:35,250 +وبالتالي استجابتها للتغيرات بسيطة و ليس كبيرةأيضًا + +123 +00:08:35,250 --> 00:08:38,950 +في ضل غياب الجمعيات المهنية الوطنية لاحظ تركز + +124 +00:08:38,950 --> 00:08:41,710 +الدول تصدر معايير وف القوانين على مدى توافق القوام + +125 +00:08:41,710 --> 00:08:45,070 +المالي مشهورة مع الأنظمة والقوانين السائدة لاحظوا + +126 +00:08:45,070 --> 00:08:46,950 +هنا بركزوا ع مين الأنظمة والقوانين السائدة في + +127 +00:08:46,950 --> 00:08:51,290 +الدولة أكتر مما توافقها مع المعايير المهنية طبعًا + +128 +00:08:51,290 --> 00:08:55,330 +هذا لأن الأنظمة والقوانين أنا كجمعية أو كنقابة أو + +129 +00:08:55,330 --> 00:08:57,850 +كشركة في دولة أنا ملزم بأنظمتها وقوانينها + +130 +00:08:57,850 --> 00:09:02,140 +وتشريعاتها أكتر من ملزم بالمعايير المهنيةوقد رأى + +131 +00:09:02,140 --> 00:09:04,860 +البعض أن وجود هذه الجمعيات ومدارسها أحد مقومات + +132 +00:09:04,860 --> 00:09:09,200 +الاسئل المهنة وطبعا عدم وجودها حيمثل مشكلة كبيرة + +133 +00:09:09,200 --> 00:09:15,390 +في تطور مهنة المحاسب نبدأ في الهيئات المحليةتطور + +134 +00:09:15,390 --> 00:09:18,270 +تنظيم مهنة المحاسبة وتدقيق الحسابات في فلسطين دعنا + +135 +00:09:18,270 --> 00:09:21,530 +نعرف كيف فلسطين صارت و أين وصلت ظهرت المحاسبة في + +136 +00:09:21,530 --> 00:09:25,070 +فلسطين مع بداية القرن العشرين وبالأخص بعد الانتداب + +137 +00:09:25,070 --> 00:09:28,650 +الإنجليزي على فلسطين وكان أول قانون تنظيم .. يعني + +138 +00:09:28,650 --> 00:09:31,410 +بعد بداية .. بعد بداية الانتداب الإنجليزي على + +139 +00:09:31,410 --> 00:09:34,130 +فلسطين وكان أول .. طبعا نحن نعرف أن الاحتلال + +140 +00:09:34,130 --> 00:09:38,370 +الإنجليزي كان في فلسطين في 1917 ونحكي على بداية + +141 +00:09:38,370 --> 00:09:44,080 +القرن العشرينوكان أول قانون تنظيم مهنة للمحاسبة و + +142 +00:09:44,080 --> 00:09:46,320 +تدقيق الحسابات في فلسطين هو ذلك القانون الصادر عن + +143 +00:09:46,320 --> 00:09:48,480 +المندوب السام البريطاني يعني أثناء الاحتلال + +144 +00:09:48,480 --> 00:09:54,760 +البريطاني في فلسطين عام 1929 ويحمل رقم 18 على 1929 + +145 +00:09:54,760 --> 00:09:59,780 +وبعد حرب عام 1948 ضاعت جزء كبير من فلسطين وفقدت + +146 +00:09:59,780 --> 00:10:03,580 +مهنة المحاسبة جزء كبير من بريقهاطبعا بريق يهان + +147 +00:10:03,580 --> 00:10:06,620 +وانتقل الكثير من ممارسين المهنة للدول العربية + +148 +00:10:06,620 --> 00:10:10,120 +المجاورة كما نتج عن الحرب وضع قطاع غزة تحت + +149 +00:10:10,120 --> 00:10:13,180 +الانتذاب المصري والضغط الغربية تحت الإدارة + +150 +00:10:13,180 --> 00:10:17,160 +الأردنية يعني صار عندنا أراضي ال 67 وعندنا أراضي + +151 +00:10:17,160 --> 00:10:23,830 +ال 48 وصار عندنا قصة شرقية وغربية في قطعة ال 48أما + +152 +00:10:23,830 --> 00:10:27,670 +في قطاع غزة فقد بقي القانون عام 1929 ساري المفعول + +153 +00:10:27,670 --> 00:10:31,730 +خلال فترة الإدارة المصرية لقطاع غزة حتى يونيو 67 + +154 +00:10:31,730 --> 00:10:34,730 +في حين بقى نفس القانون ساري المفعول في الضفة + +155 +00:10:34,730 --> 00:10:39,110 +الغربية حتى عام 61 فقط حيث تم استبداله بالقانون + +156 +00:10:39,110 --> 00:10:44,190 +الأردوي رقم 10196 و بعد العام 67 أبقى سلطات + +157 +00:10:44,190 --> 00:10:47,170 +الاحتلال الإسرائيلي القوانين التعظم المهنة على + +158 +00:10:47,170 --> 00:10:51,030 +حالها في كل من قطاع غزة والضفة الغربيةوذلك بعد + +159 +00:10:51,030 --> 00:10:56,890 +احتلال كل المنطقتين في عام 67 يعني بعد النكسر بعد + +160 +00:10:56,890 --> 00:11:00,650 +استلام السلطة الوطنية الحكم في عام 94 قام بتعديل + +161 +00:11:00,650 --> 00:11:04,110 +العمل ببعض القوانين وفرض العمل لبعض الآخر في كل + +162 +00:11:04,110 --> 00:11:09,640 +الأراضي الفلسطينيةوفي العام 1997 تم تعميم العمل + +163 +00:11:09,640 --> 00:11:12,900 +بقانون تنظيم مهنة المحاسب وتدقيق الحسابات رقم 10 + +164 +00:11:12,900 --> 00:11:17,720 +1961 الأوردني في جميع الأراضي الفلسطينية وظل سار + +165 +00:11:17,720 --> 00:11:20,800 +المفروض حتى عام 2004 اقترح المشركة الشرقية + +166 +00:11:20,800 --> 00:11:24,220 +الفلسطينية قانون جديد لتنظيم المهنة في فلسطين + +167 +00:11:24,220 --> 00:11:26,580 +ويحمل رقم 9 2004 + +168 +00:11:30,190 --> 00:11:34,270 +عام 2004 نستخدم القوانين التي جاءتنا إما من + +169 +00:11:34,270 --> 00:11:37,670 +الاحتلال البريطاني أو من الإدارة المصرية أو + +170 +00:11:37,670 --> 00:11:42,970 +الإدارة الأردنية لحين إقرار قانون 92004 + +171 +00:11:45,460 --> 00:11:48,080 +الان نتكلم عن النقابات والجامعيات اللي موجودة في + +172 +00:11:48,080 --> 00:11:53,820 +فلسطين ونحن للأسف بسبب البغير في عندنا جامعتين + +173 +00:11:53,820 --> 00:11:57,940 +الأولى جامعية كانت تأسيسها لكن تحولت إلى نقابة وهي + +174 +00:11:57,940 --> 00:12:01,740 +نقابة المحاسبين والمدققين الفلسطينية طبعا هي + +175 +00:12:01,740 --> 00:12:06,310 +شعارها هي مؤسسة نقابية مهنية غير ربحيةتهتم بشئول + +176 +00:12:06,310 --> 00:12:09,530 +محاسب والمدقق تتمتع النقابة بذمة مالية مستقلة + +177 +00:12:09,530 --> 00:12:15,430 +تأسست عام 1979 في مدينة غزة إذا سنة التأسيس 1979 + +178 +00:12:15,430 --> 00:12:20,170 +في مدينة غزة طبعا كانت تعرض بجمعية المحاسبين + +179 +00:12:20,170 --> 00:12:23,410 +والمراجعين الفلسطينيين إذا أعيد توفيق أوضاعها وفق + +180 +00:12:23,410 --> 00:12:26,950 +لقانون رقم 1 سنة 2000 اللي هو قانون الجمعيات لدى + +181 +00:12:26,950 --> 00:12:32,370 +الدائرة المختصة بمحافظة غزة تحت رقم 1974 بتاريخ 35 + +182 +00:12:32,370 --> 00:12:37,540 +2001باسم جمعية المحاسمين والمراجعين الفلسطينية + +183 +00:12:37,540 --> 00:12:39,920 +طبعا سيقول لي واحد انا بدي احفظ القوانين و احفظ + +184 +00:12:39,920 --> 00:12:44,180 +التواريخ لأ بس انت تعرف انه في سنة 2001 اتحولت من + +185 +00:12:44,180 --> 00:12:49,240 +جمعية .. من جمعية المحاسمين المراجعين الفلسطينية + +186 +00:12:49,240 --> 00:12:55,160 +تمام الى ال .. طبعا هذا .. نحكي 2001 احنا كانت + +187 +00:12:55,160 --> 00:12:59,460 +المؤسسات طبعا تحت رقم 1974 بتاريخ 35 باسم جمعية + +188 +00:12:59,460 --> 00:13:03,080 +المحاسمين المراجعين الفلسطينية هذا في 2001 لكن في + +189 +00:13:03,080 --> 00:13:08,150 +2013أتحولت لنقابة عشان يكون الأمور واضحة إذن هي في + +190 +00:13:08,150 --> 00:13:12,310 +2000 .. طبعا هي أول شيء كانت مؤسسة في 1979 في + +191 +00:13:12,310 --> 00:13:15,970 +مدينة غزة وعيد توفيق أوضاع عروف قانون الجمعيات رقم + +192 +00:13:15,970 --> 00:13:21,170 +1 في سنة 2000 تمام وذلك بتاريخ 35 باسم جمعية + +193 +00:13:21,170 --> 00:13:24,170 +المحاسيب المجاورة بالصينية حصلت النقابة في هذا + +194 +00:13:24,170 --> 00:13:27,850 +التاريخ اللي هو فيها بعد 2001على عضوية مراقب بلجة + +195 +00:13:27,850 --> 00:13:30,490 +معايير التقييم الدولية التي انعقدت في بلجيكا بـ 17 + +196 +00:13:30,490 --> 00:13:34,690 +.9.2002 والجمعية عضوا في الاتحاد العام للمحاسبين + +197 +00:13:34,690 --> 00:13:36,930 +والمراجعين العرب منذ عام 1985 + +198 +00:13:39,290 --> 00:13:43,670 +تمام، لكن هذا الكلام ضال ماشي لعام 2013 بعد اقرار + +199 +00:13:43,670 --> 00:13:46,750 +قانون النقابات رقم 2 لسنة 2013 ومن جهة تم توفيق + +200 +00:13:46,750 --> 00:13:49,430 +أوضاع جمهورية المحاسبين والجنرال الفلسطينيين لتصبح + +201 +00:13:49,430 --> 00:13:52,250 +نقابة المحاسبين والجنرال الفلسطينيين السجل العام + +202 +00:13:52,250 --> 00:13:56,010 +للنقابات ندى وزارة العدل تحت رقم 11 اللي انا بدأ + +203 +00:13:56,010 --> 00:14:00,670 +أقوله أنه تأيج تأسيسها في 1979 طبعا + +204 +00:14:00,670 --> 00:14:03,730 +لما أصدرت قانون الجمهورية الرقم 1 لعام 2000 وعيد + +205 +00:14:03,730 --> 00:14:07,350 +توفيق أوضاعها أصبحت عضو في لجة معايير التقييم + +206 +00:14:07,350 --> 00:14:11,890 +الدوليةالتي كانت في مالجيكا وعضوا في الاتحاد العام + +207 +00:14:11,890 --> 00:14:16,990 +للمحاسبين ورجعين لعرب عام 1985 وبعد 2013 اتحولت + +208 +00:14:16,990 --> 00:14:21,130 +إلى نقابة المحاسبين والمدققين الفلسطينية هذا + +209 +00:14:21,130 --> 00:14:25,480 +الكلام اللي نعرفه مهمطبعا ينتسب للجمعية حتى تاريخ + +210 +00:14:25,480 --> 00:14:28,500 +تلات وعشرين اتنين الفين وواحد وعشرين تمنتلاف + +211 +00:14:28,500 --> 00:14:32,180 +وتسعمائية وخمس وخمسين محاسبة ومحاسبة تمام يعني + +212 +00:14:32,180 --> 00:14:34,340 +احنا عندنا تمنتلاف وتسعمائية وخمس وخمسين حاسبة + +213 +00:14:34,340 --> 00:14:39,360 +ومحاسبة منتسبين لجمعية أو اسف للقابة المحاسبين + +214 +00:14:39,360 --> 00:14:43,680 +والمراجعين الفلسطينيينتهدف نقابة المحاسبين ودقيق + +215 +00:14:43,680 --> 00:14:47,920 +الفلسطين إلى واحد يعني ليش يقول ايش اهدافها رفع + +216 +00:14:47,920 --> 00:14:50,780 +مستوى المهنة ووضع القواعد السليمة لمزارتها افق + +217 +00:14:50,780 --> 00:14:54,620 +المعيير والاصول العلمية والعملية اذا هي اول هدف + +218 +00:14:54,620 --> 00:14:58,400 +وطبعا لو تلاحظوا في بداية المحاضرة حكينا عن رافع + +219 +00:14:58,400 --> 00:15:02,220 +كفائت ومستوى اللي هو الممارسين لمهنة المحاسب + +220 +00:15:03,540 --> 00:15:05,880 +وستلاحظ أن كل المنظمة التي سأتكلم عنها ستكون فيها + +221 +00:15:05,880 --> 00:15:09,440 +هذه نفس الأهداف تقريبًا أو أهداف متشابهة رفع مستوى + +222 +00:15:09,440 --> 00:15:12,520 +المهنة للمحاسب والمراجعة بكافة طرق وسائل تكفل ذلك + +223 +00:15:12,520 --> 00:15:15,520 +إيجاد الحلول السليمة للمشاكل وموضوعات المهنية + +224 +00:15:15,520 --> 00:15:18,860 +المختلفة يعني أي خلافات بين المحاسبين ستذهب إليها + +225 +00:15:18,860 --> 00:15:22,120 +أي خلافات بشأن الموضوع معين برضه سيأتي على نقابة + +226 +00:15:22,120 --> 00:15:26,170 +المحاسبين ودفخين الفلسطينيينتنمية روح التعاون بين + +227 +00:15:26,170 --> 00:15:29,810 +أعضائها والسعي للعاية شؤونهم بيعملوا جمعيات أو + +228 +00:15:29,810 --> 00:15:34,130 +بيعملوا عبارة عن يعني بعض المزايا لأعضاء نقابة + +229 +00:15:34,130 --> 00:15:37,030 +المحاسبين ومهاجرين الفلسطينية زي ممكن يعملهم تأمين + +230 +00:15:37,030 --> 00:15:41,950 +صحي ممكن يعملهم اشتراكات في أنديا في صيدليات في + +231 +00:15:41,950 --> 00:15:49,430 +عمل ورش عمل المهم احتموا بعمل أو رفع روح التعاون + +232 +00:15:49,430 --> 00:15:54,080 +بين الأعضاءورعايتهم بشكل عام جمع كلمة المحاسب + +233 +00:15:54,080 --> 00:15:56,600 +المرجلي الفلسطينيين والمحافظة على حقوقهم والدفاع + +234 +00:15:56,600 --> 00:15:59,880 +عن مصالحهم المشروعة كمان من أهداف النقابة أنه في + +235 +00:15:59,880 --> 00:16:04,200 +حالة وجود محاسب مظلوم اتقوم واتدافع عنه لدى جهات + +236 +00:16:04,200 --> 00:16:09,020 +المشغلة أو لجهات العملخمسة توعية الجمهور بأهمية + +237 +00:16:09,020 --> 00:16:13,380 +وفوية تطبيق المحاسب السليم كمان بتفرض احترام المهن + +238 +00:16:13,380 --> 00:16:18,380 +على الناس المستخدمين القوائم المالية والمجتمع بشكل + +239 +00:16:18,380 --> 00:16:23,280 +عام و التنبيه لهمية ذاتي طبعا هذه موقع الجامعية لو + +240 +00:16:23,280 --> 00:16:27,200 +دغطوا عليها ممكن يفتح معاكم و تدخلوا لمعلومات أكبر + +241 +00:16:28,450 --> 00:16:31,190 +طبعا النقابة هذه في قطاع غزة اما نجي الان نتكلم عن + +242 +00:16:31,190 --> 00:16:35,830 +جمعية مدقي الحسابات القانونيين الفلسطينية هي جمعية + +243 +00:16:35,830 --> 00:16:39,270 +طبعا هاي الشعارة زي ما احنا شايفين طبعا هاي اتأسست + +244 +00:16:39,270 --> 00:16:42,210 +في مدينة رمالة جمعية مدقي الحسابات القانونيين + +245 +00:16:42,210 --> 00:16:45,910 +الفلسطينية هي جمعية مهنية فلسطينية مستقلة إداريا + +246 +00:16:45,910 --> 00:16:49,650 +وماليا ومؤسسة وجب المدى رقم 17 من قانون زاوية مهن + +247 +00:16:49,650 --> 00:16:55,190 +التدقيق الحسابات رقم 9 لسنة 2004والكائن مقرها في + +248 +00:16:55,190 --> 00:16:58,810 +مدينة رامالله كما يبلغ أعضاء حوالي 200 عضو طبعا + +249 +00:16:58,810 --> 00:17:02,630 +200 عضو لحد تاريخ معين لأن هذا كان كلام سابق الآن + +250 +00:17:02,630 --> 00:17:06,010 +بأكيد صار عدد أعضاهم أكبر تأسست جمعية مدقي + +251 +00:17:06,010 --> 00:17:10,410 +الحسابات القانونية الفلسطينية سنة 1995 يعني بعد + +252 +00:17:10,410 --> 00:17:13,990 +مجيء السلطة الوطنية إلى القطاع إلى الأراضي + +253 +00:17:13,990 --> 00:17:19,360 +الفلسطينية في غزة واريحا ومتلاتحت الرقم 5026 ومجرد + +254 +00:17:19,360 --> 00:17:21,620 +انتصار وزارة الداخلية الفنستانية وفي الأحكام قانون + +255 +00:17:21,620 --> 00:17:24,980 +الجامعية الخيرية والهيئات الأهلية رقم 1 سنة 2000 + +256 +00:17:24,980 --> 00:17:29,800 +تتمتع الجامعية بشخصية اعتبارية ذات استقلال مالي + +257 +00:17:29,800 --> 00:17:31,720 +وإداري لحق له انتلاك الأموال المنقولة وغير + +258 +00:17:31,720 --> 00:17:34,540 +المنقولة والقيام بجميع التصرفات القانونية اللي + +259 +00:17:34,540 --> 00:17:37,780 +لازم تتحقق أهدافها لاحظوا معي كله بركز على استقلال + +260 +00:17:37,780 --> 00:17:40,640 +المالي والإداري يعني يجب أن لا تكون تابع للحكومة + +261 +00:17:40,640 --> 00:17:46,350 +ولا سلطة للحكومة عليها لكن مع ذلك كلاهماأو كلا أو + +262 +00:17:46,350 --> 00:17:50,130 +الجمعيات بشكل عام تخضع لرقابة وزارة الداخلية لكن + +263 +00:17:50,130 --> 00:17:53,570 +دون تدخل رقابة أنه يتأكدوا أن الأمور ماشية باتجاه + +264 +00:17:53,570 --> 00:17:56,950 +السليم أنه مافيش تنفيذ لمعاملات خارج الإطار + +265 +00:17:56,950 --> 00:18:01,430 +ومراقبة عليها بشكل عام كمان بتخضع لرقابة هيئة + +266 +00:18:01,430 --> 00:18:05,560 +الرقابة العامة في الوضع الطبيعيوفق النظام الداخلي + +267 +00:18:05,560 --> 00:18:08,700 +اللي الجامعية يدير الجامعية هي أيدالية منتخبة تكون + +268 +00:18:08,700 --> 00:18:11,320 +من ساعة أعضاء تجتمع بشكل دولي ونقش الأمور التي تم + +269 +00:18:11,320 --> 00:18:14,580 +الجامعية أو تهم الجامعية كما هو تم تشكيل جامع + +270 +00:18:14,580 --> 00:18:19,660 +متخصص تغطي مجالات عمل الجامعية وهي كما يليفي لجنة + +271 +00:18:19,660 --> 00:18:23,660 +العضوية قابول الأعضاء و لجنة الانتساب اللي متعلقة + +272 +00:18:23,660 --> 00:18:27,940 +بانتسابهم لجنة تأهيل الامتحانات مثل محكم مالي + +273 +00:18:27,940 --> 00:18:34,340 +معتمد مثل مستشار قانوني مثل مخلص ضريبي مثل مدقق + +274 +00:18:34,340 --> 00:18:38,790 +حساباتلجنة البحث العلمي لجنة المجلة واللجنة + +275 +00:18:38,790 --> 00:18:43,230 +الإعلامية لجنة السلوك المهني لجنة المستمر لجنة + +276 +00:18:43,230 --> 00:18:45,970 +الإلاقات الخارجية لجنة صندوق الضمان الاجتماعي و + +277 +00:18:45,970 --> 00:18:49,410 +لجنة التأدبين إن جمهية تدقي الحسابات القانونية + +278 +00:18:49,410 --> 00:18:53,150 +الفرسطينية هي عضو إيش في الاتحاد المحاسبين + +279 +00:18:53,150 --> 00:18:56,490 +والمراجعين العرب هذا أول حاجة يعني نفس النقاب اللي + +280 +00:18:56,490 --> 00:18:59,870 +أحكينا عنها قبل شوية لكن هنا في ميزة إلها وهي + +281 +00:18:59,870 --> 00:19:02,410 +الجمهيرية العربية الثالثة الحاصلة على عضوية + +282 +00:19:02,410 --> 00:19:05,470 +الاتحاد الدولي للمحاسبين IFAQ + +283 +00:19:08,330 --> 00:19:12,650 +فالفلسطين هي عضو من أعضاء الاتحاد الدولي للمحاسبين + +284 +00:19:12,650 --> 00:19:16,310 +وطبعا هذه موقعهم نقدر ندخل عليها ونشوف ما هي + +285 +00:19:16,310 --> 00:19:21,390 +أسهماتهم وشغلهم وبياناتهم تهدف جمعية منوقع حسابات + +286 +00:19:21,390 --> 00:19:26,140 +القانونية الفلسطينية إلىطبعا، ليش تهدف؟ هي تتكلم + +287 +00:19:26,140 --> 00:19:28,260 +نفس الكلام اللي حكيناه قبل شوية في الجامعية رفع + +288 +00:19:28,260 --> 00:19:31,720 +المستوى العلمي والعملي للممارسة المهنية في فلسطين + +289 +00:19:31,720 --> 00:19:33,900 +ولها في سبيل إمتاز هذه الهدف القيام بالمهام + +290 +00:19:33,900 --> 00:19:37,460 +والخصائص والصلاحيات ومنها على سبيل مثال طبعا، لما + +291 +00:19:37,460 --> 00:19:39,900 +اتكلم عن مثال يعني فيه غيرها كمان مشتركة عليه + +292 +00:19:39,900 --> 00:19:43,520 +تطوير مستوى الكفاءة العلمية والمهنية للأعضاء إذن + +293 +00:19:43,520 --> 00:19:47,730 +أول هدف إنه أنا عضاء المنتسبين لهذه الجامعيةاللي + +294 +00:19:47,730 --> 00:19:50,650 +جمهوري تدوق الحسابات الطوارئ الفلسطينية يجب أن + +295 +00:19:50,650 --> 00:19:54,130 +يتبتعوا بالكفاءة العلمية والمهنية اللازمة وذلك من + +296 +00:19:54,130 --> 00:19:57,630 +خلال الشهادات العلمية والانتحانات والدورات + +297 +00:19:57,630 --> 00:20:01,090 +التدريبية وما إلى ذلك تلميت وتوثيق روح التعاون بين + +298 +00:20:01,090 --> 00:20:04,410 +أعضاء الجمعية ورعاية مصالحهم وتدعيم استقلالية + +299 +00:20:04,410 --> 00:20:09,000 +الأعضاء العاملينإذا لازم يتعاونوا مع بعض لازم نرعى + +300 +00:20:09,000 --> 00:20:12,120 +مصالحهم زي ما قلنا قبل شوية ممكن نعملهم اشتراكات + +301 +00:20:12,120 --> 00:20:17,660 +في أندية رياضية ممكن نعملهم اشتراكات في التأمين + +302 +00:20:17,660 --> 00:20:22,570 +الصحي في تأمين المعاشات إلى آخرهاوتدعيم استقلالية + +303 +00:20:22,570 --> 00:20:25,010 +الأعضاء العاملين كمان نريد أعمل استقلاليتهم حيث + +304 +00:20:25,010 --> 00:20:28,770 +مايتأثروش في حال اتخاذ قراراتهم أو في حال إعدادهم + +305 +00:20:28,770 --> 00:20:32,070 +لقوام المالية أو في حال تدقيق القوام المالية لازم + +306 +00:20:32,070 --> 00:20:34,970 +يكونوا يتمتعوا بالاستقلالية الكامة المحافظة على + +307 +00:20:34,970 --> 00:20:37,470 +أداب وسلوكية المهن ومبادئها وتقاليدها وتنظيم + +308 +00:20:37,470 --> 00:20:40,950 +ومارستها والمسبب يتطور ذلك مما في ذلك القيام بعمال + +309 +00:20:40,950 --> 00:20:44,490 +التدريب إذا أحنا بنحترم أو بنفرض على المجتمع + +310 +00:20:44,490 --> 00:20:48,550 +والأعضاء سلوكية مهنية معينة لازم يحترموها احترم + +311 +00:20:48,550 --> 00:20:55,270 +مبادئها ووهذا ما سيجعل من المجتمع .. يعني يجعل + +312 +00:20:55,270 --> 00:20:59,470 +المجتمع ينظر بنظر احترام و تقدير لهذه المهنة تشجيع + +313 +00:20:59,470 --> 00:21:01,870 +وراعية البحث العلمي في المجالات المختلفة للمهنة + +314 +00:21:03,190 --> 00:21:07,230 +بمعنى أنه ممكن نعمل دورات متعلقة بالبحث العلمي، + +315 +00:21:07,230 --> 00:21:10,630 +ممكن نعمل أبحاث علمية و نعطيها جوائز، عقد الدورات + +316 +00:21:10,630 --> 00:21:14,670 +التدريبية الهادئ اللي رفع و الرقيب مستوى و مزارة + +317 +00:21:14,670 --> 00:21:18,430 +المهنة في فلسطين عقد المؤتمرات و الندوات و ورش + +318 +00:21:18,430 --> 00:21:21,590 +العمل في المواضيع التي في علاقة بالمهنةالتنسيق مع + +319 +00:21:21,590 --> 00:21:25,450 +الاتحادات المحلية والعربية والدولية لان احنا قلنا + +320 +00:21:25,450 --> 00:21:29,150 +عضو في الاتحاد العربي من المحاسمين وعضو في اتحاد + +321 +00:21:29,150 --> 00:21:33,550 +المحاسمين الدولي صح ولا لا والتي لها علاقة بالمهنة + +322 +00:21:33,550 --> 00:21:36,970 +و الحصول على عضويات تلك الاتحادات والتمثيل في تلك + +323 +00:21:36,970 --> 00:21:39,650 +الاتحادات و المشاركة في نشاطاتهم يتعارض مع أهدافها + +324 +00:21:39,900 --> 00:21:45,360 +و لو فتحنا على موقع جمعية المدققين الفلسطينيين + +325 +00:21:45,360 --> 00:21:50,300 +هتلاقي لهم اللي بدخل على موقعهم هلاقي لهم انتشار + +326 +00:21:50,300 --> 00:21:56,220 +واضح وواسع بسبب حرية الحركة في الضفة الغربية مما + +327 +00:21:56,220 --> 00:22:01,180 +يمكنهم المشاركة في كافة أنشطة الاتحاد العربي + +328 +00:22:01,180 --> 00:22:04,940 +للمحاسبين و المراجعين و كذلك الاتحاد الدولي + +329 +00:22:04,940 --> 00:22:10,450 +للمحاسبينالعمل على تطبيق المعايير الدولية للتدقيق + +330 +00:22:10,450 --> 00:22:13,870 +ومعايير المحاسبة الدولية وكذلك أداب وسلوكيات + +331 +00:22:13,870 --> 00:22:16,250 +المهنة الصادرة على الاتحاد الدولي من خلال الميثاب + +332 +00:22:16,250 --> 00:22:19,010 +واحنا بنعرف أن الاتحاد الدولي المحاسبين بلزم + +333 +00:22:19,010 --> 00:22:24,450 +الأعضاء بتطبيق أو الحفظ على تطبيق معايير المحاسبة + +334 +00:22:24,450 --> 00:22:28,110 +الدولية أو دفعهم باتجاه تطبيق معايير المحاسبة + +335 +00:22:28,110 --> 00:22:32,940 +الدولية سواء كانت ال IAS أو ال IFRSالتنسيق مع جهة + +336 +00:22:32,940 --> 00:22:35,440 +الإختصاص بخصوص إعداد وعقد الانتحارات الخاصة + +337 +00:22:35,440 --> 00:22:39,480 +بالمتقدمين لحصوله على رقصة مزاورة المهنة طبعا رقصة + +338 +00:22:39,480 --> 00:22:43,880 +مزاورة المهنة يتعلق بالمحاسبينوطبعا ممكن يكون + +339 +00:22:43,880 --> 00:22:47,420 +عندنا شهادات أخرى بيعطيها الجمعية مثل محاكم مالي + +340 +00:22:47,420 --> 00:22:55,020 +معتمد مثل مستشار دريبي مثل المخلص دريبي وإلى آخرة + +341 +00:22:55,020 --> 00:22:57,880 +إصدار الكتب والمجلات والترجمات والدوريات + +342 +00:22:57,880 --> 00:23:01,140 +والمشروعات لتطوير المهنة ورفع مستوى القائمين عليها + +343 +00:23:01,140 --> 00:23:04,160 +العمل على توفير الخدمات الاجتماعية والصحية وعمل + +344 +00:23:04,160 --> 00:23:07,520 +نظام الضمان اجتماعي للأعضاء والعمل على إنشاء صندوق + +345 +00:23:07,520 --> 00:23:11,850 +التقاعدوهذا كلام مهم جدا لأنه بيخلّي في استقرار في + +346 +00:23:11,850 --> 00:23:15,110 +المهنة بيخلّي المحاسبين يشعروا بالطمأنينة ويشعروا + +347 +00:23:15,110 --> 00:23:19,570 +ان في جمعيات مهنية تحافظ على حقوقهم تسعى إلى رفع + +348 +00:23:19,570 --> 00:23:24,570 +مستوى معيشتهم ويلهم ظهر يستندوا عليه وطبعا سببأحنا + +349 +00:23:24,570 --> 00:23:26,810 +عشان نكون صالحين مع بعض مشكلة أن هذه المحاسبة في + +350 +00:23:26,810 --> 00:23:30,190 +فلسطين فيها مشكلة لأنه لن تجد من يدافع عنها ومن + +351 +00:23:30,190 --> 00:23:36,190 +يقوم بالدفاع عن المحاسبين وبالله المحاسبين للأسف + +352 +00:23:36,190 --> 00:23:41,110 +في بلدنا رغم أهمية علم المحاسب ورغم أهمية عملهم + +353 +00:23:41,110 --> 00:23:45,790 +إلا أنه يفترض أن يكون لهم شأن أكبر من الشأن القائم + +354 +00:23:45,790 --> 00:23:50,790 +في فلسطين التنسيق مع المؤسسات الخاصة و العامة من + +355 +00:23:50,790 --> 00:23:54,520 +أجل تفعيل دور الجمعية وتحقيق أهدافهاو طبعاً لما + +356 +00:23:54,520 --> 00:23:58,380 +بتكلم عن هذه الشغلات ما في طلاب حينطق يقولوا يا عم + +357 +00:23:58,380 --> 00:24:02,860 +ما يتعلق بيه اللي هو الامتحاناتلاحظوا أن كل + +358 +00:24:02,860 --> 00:24:07,280 +الأهداف تدور حولنا نفس الأمور رفع المستوى المهني + +359 +00:24:07,280 --> 00:24:13,240 +احترام الأداب وأداب وسلوك المهنة توفير خدمات + +360 +00:24:13,240 --> 00:24:19,360 +اجتماعية وصحية وما إلى ذلك المساهمة في رفع التقدير + +361 +00:24:19,360 --> 00:24:23,360 +الذات للمهنة وما إلى ذلك وبالتالي مافيها غلب بإذن + +362 +00:24:23,360 --> 00:24:24,140 +الله سبحانه وتعالى + +363 +00:24:30,400 --> 00:24:33,160 +اسهمات المنظمات في التطبيق المحاسب للانتقال + +364 +00:24:33,160 --> 00:24:36,140 +للهيئات الإقليمية يعني للمجمع الدولي العربي + +365 +00:24:36,140 --> 00:24:41,980 +للمحاسبين القانونيين IASCA تأسس المجمع الدولي + +366 +00:24:41,980 --> 00:24:44,480 +العربي للمحاسبين القانونيين كهيئة مهنية محاسبية + +367 +00:24:44,480 --> 00:24:49,460 +غير ربحية بتاريخ 12 يناير 1984 في مدينة لندن في + +368 +00:24:49,460 --> 00:24:53,700 +المملكة المفتاحة لاحظوا أن هنا لأن كانت بريطانيا + +369 +00:24:53,700 --> 00:24:57,380 +هي المحتلة بلاد الشام وفلسطينطبعا بالنسبالي الشباب + +370 +00:24:57,380 --> 00:25:01,400 +قصدوا فيها الأردن و فلسطين و كان الاحتلال الفرنسي + +371 +00:25:01,400 --> 00:25:04,440 +في سوريا و لبنان لأن الأردن كانت تحت السيطرة + +372 +00:25:04,440 --> 00:25:08,880 +البلدانية زيها زي فلسطين طبعا بنلاحظوا أنه راحوا + +373 +00:25:08,880 --> 00:25:12,520 +باتجاه مدينة لندن في المملكة المتحدة و تم تسجيلها + +374 +00:25:12,520 --> 00:25:17,620 +رسميا في عمان بتاريخ 24 فبراير 1994 تحت اسم المجمع + +375 +00:25:17,620 --> 00:25:20,640 +العربي للمحاسبين القانونيين إذا اسمها السابق + +376 +00:25:20,640 --> 00:25:23,800 +المجمع العربي للمحاسبين القانونيين ثم صار المجمع + +377 +00:25:23,800 --> 00:25:26,800 +الدولي العربي للمحاسبين القانونيينطبعاً هذه شعارها + +378 +00:25:26,800 --> 00:25:29,700 +وطبعاً كل واحدة من اللي بعطلكوا إياها ممكن تدخل + +379 +00:25:29,700 --> 00:25:33,680 +على موقعها جاءت فكرة تأسيس المجمع من قبل عدد من + +380 +00:25:33,680 --> 00:25:36,920 +قادة مهنة المحاسبة في الوطن العربي بهدف الارتقاء + +381 +00:25:36,920 --> 00:25:40,120 +بعلم المحاسب والتدقيق ولمواضيع ذات العلاقة على + +382 +00:25:40,120 --> 00:25:43,400 +طاقة دول الأعضاء في جامعة الدول العربية بالإضافة + +383 +00:25:43,400 --> 00:25:45,560 +إلى المحافظة على استقلالية المهنين المحاسبين + +384 +00:25:45,560 --> 00:25:49,000 +اللاحظوا نفس الكلام وضمان الحماية لهم وتطبيق + +385 +00:25:49,000 --> 00:25:51,860 +معايير إشراف المهن عليهم كوسيلة لارتقاء بمهنتين + +386 +00:25:51,860 --> 00:25:55,220 +المحاسب والتدقيقكما هدف أيضًا إلى تطوير و تثيير + +387 +00:25:55,220 --> 00:25:59,180 +نشر المعلومات العلمية والفنية وتبادلها مستمر بين + +388 +00:25:59,180 --> 00:26:02,440 +المحاسبين والمهنيين وذلك بعقد المؤتمرات + +389 +00:26:02,440 --> 00:26:06,940 +والاجتماعات والندوات والدورات التدريبية وورش العمل + +390 +00:26:06,940 --> 00:26:09,860 +ولقاءات علمية بالإضافة إلى تشجيع البحث العلمي + +391 +00:26:09,860 --> 00:26:10,320 +والمهني + +392 +00:26:13,310 --> 00:26:18,050 +الهيئات المرتبطة بعلم المحاسبة أو المحاسبية هي لها + +393 +00:26:18,050 --> 00:26:23,050 +نفس الأهداف و لها نفس الأليات + +394 +00:26:23,050 --> 00:26:27,930 +لدعم و رفع مستوى اللي هو المهنة و المحاسب و ما إلى + +395 +00:26:27,930 --> 00:26:34,470 +ذلك نجعل أهدافه يهدف المجمع العربيللمحاسمين + +396 +00:26:34,470 --> 00:26:36,910 +القانونيين إلى أي المجمع الدولي العربي للمحاسمين + +397 +00:26:36,910 --> 00:26:40,190 +القانونيين إلى الارتقاء بهم يتيح المحاسب والتدقيق + +398 +00:26:40,190 --> 00:26:42,350 +والمجالات الأخرى ذات العلاقة التي يتم تطبيقها + +399 +00:26:42,350 --> 00:26:45,570 +واستخدامها في الخدمات المهنية المتنوعة التي يقدمها + +400 +00:26:45,570 --> 00:26:48,570 +المحاسمون في كافة المجالات بما يذلك الصناعة + +401 +00:26:48,570 --> 00:26:50,770 +والتجارة والخدمات العامة الأطاق للعالم العربي + +402 +00:26:51,150 --> 00:26:54,530 +لاحظوا في نقابة المحاسبين والمراجعين والمدققين + +403 +00:26:54,530 --> 00:26:58,070 +الفلسطينية وفي جمعية المحاسبين والمدققين + +404 +00:26:58,070 --> 00:27:03,390 +الفلسطينية في فلسطين فتنتين لهم نفس الأهداف لاحظوا + +405 +00:27:03,390 --> 00:27:06,270 +وها نفس الشيء لكن هي على مستوى فلسطين اللي هو + +406 +00:27:06,270 --> 00:27:09,770 +مستوى القومي الوطني وهي على مستوى العربي هتجلج على + +407 +00:27:09,770 --> 00:27:14,700 +إطاق العالم العربي زي ما احنا شايفين هناالمحافظة + +408 +00:27:14,700 --> 00:27:17,060 +والاستقرالية المهنية للمحاسبين وضمان حماية لهم + +409 +00:27:17,060 --> 00:27:20,420 +وتطبيق معيل إشراف المهني عليهم كوسيل ارتقاب بنتهي + +410 +00:27:20,420 --> 00:27:23,500 +المحاسبة والتدقيق تشجيع البحث العلمي والمهني من + +411 +00:27:23,500 --> 00:27:26,820 +خلال تطوير وتسهير نشر المعلومات والمعلومات العلمية + +412 +00:27:26,820 --> 00:27:28,900 +والمهنية وتبادلها بين المحاسبين المهنية وذلك بعقد + +413 +00:27:28,900 --> 00:27:32,880 +المؤتمرات إلى آخره حكينا قبل شوية هذا الكلام طيب، + +414 +00:27:32,880 --> 00:27:36,020 +الآن لو جينا للاتحاد أو المجمع الدولي العربي + +415 +00:27:36,020 --> 00:27:40,640 +للمحاسبين القانونيين اللي عنده عدة عضويات أول + +416 +00:27:40,640 --> 00:27:44,250 +عضوية الاتحاد الدولي للمحاسبين IFAQإذاً هي أول + +417 +00:27:44,250 --> 00:27:49,850 +شغلة إذا هو عضو في الاتحاد الدولي للمحاسبين كما + +418 +00:27:49,850 --> 00:27:55,570 +كانت جمعية المحاسبين والمدققين الفلسطينية عضو في + +419 +00:27:55,570 --> 00:28:01,390 +الاتحاد الدولي وطبعا بالمناسبة من أقدم من أقدم + +420 +00:28:01,390 --> 00:28:06,290 +الدول التي دخلت في إطار الاتحاد الدولي هي الأردن + +421 +00:28:06,840 --> 00:28:12,960 +وكانت المجمع + +422 +00:28:12,960 --> 00:28:19,860 +العربي للمحاسمين القانونيين فضل الصبق في انضمامه + +423 +00:28:19,860 --> 00:28:24,480 +الاتحاد الدولي للمحاسمينكمان في عضوية اللجنة + +424 +00:28:24,480 --> 00:28:28,700 +العالمية لتعليم وبحوث المحاسبة عضو استشاري في + +425 +00:28:28,700 --> 00:28:32,380 +المجلس الاقتصادي والاجتماعي للأمم المتحدة تمام؟ + +426 +00:28:32,380 --> 00:28:35,020 +طيب، ايش الشهادات المهنية التي يتم منحها في + +427 +00:28:35,020 --> 00:28:38,560 +المجمع؟ جلد شهادة محاسب دولي عربي قانوني معتمد + +428 +00:28:38,560 --> 00:28:43,700 +وطبعا في فلسطين قبل خمس أو سبع تمان سنوات كنا + +429 +00:28:43,700 --> 00:28:47,640 +نعتمد على هذه الشهادة كي نقدم منها للشعب الفلسطيني + +430 +00:28:47,980 --> 00:28:55,080 +هذا المجمع ويعطيه 150% ويدفع رسوم 50% ويتم اختباره + +431 +00:28:55,080 --> 00:28:58,700 +في مجموعة من الكتب ويحصل على محاسب دولي عربي + +432 +00:28:58,700 --> 00:29:04,320 +قانوني معتمن وكانت هذه الشهادة معتمدة لدى الجمعيات + +433 +00:29:04,320 --> 00:29:09,470 +والنقابات المهنية المحاسبية في فلسطينوكانت تبثل + +434 +00:29:09,470 --> 00:29:14,230 +شهادة لمزاولة مهنة التدقيق كمان شهادة خبير معايير + +435 +00:29:14,230 --> 00:29:18,270 +محاسبة الدولية في القطاع العام شهادة خبير المعايير + +436 +00:29:18,270 --> 00:29:21,570 +الدولية لإعداد التقارير المالية شهادة خبير معيير + +437 +00:29:21,570 --> 00:29:25,930 +محاسبة الدولية في القطاع العام طبعا في تكرار لأ + +438 +00:29:25,930 --> 00:29:29,890 +هنا واحد و اتنين و تلاتة على وجه الخصوصوهنا عندنا + +439 +00:29:29,890 --> 00:29:33,330 +الموقع تاحهم أنا طبعا بانصح الشباب اللي بيقدر يدخل + +440 +00:29:33,330 --> 00:29:37,330 +على المواقع هذه ويتعرف عليها لإن مستقبلكه أصبح في + +441 +00:29:37,330 --> 00:29:41,930 +هذه الجمعيات وفي هذه التوجهات فبفضل انه بإذن الله + +442 +00:29:41,930 --> 00:29:45,130 +سبحانه وتعالى انكوا تدخلوا على هذه المواقع التلاتة + +443 +00:29:45,130 --> 00:29:48,270 +تتطلعوا عليها تشوفوا آليات عملها تشوفوا الدورات + +444 +00:29:48,270 --> 00:29:51,810 +اللي بيقدموها تشوفوا الشهادات اللي بيصدروها عشان + +445 +00:29:51,810 --> 00:29:56,050 +تعرف انت تحددما هو احتياجك و ما الذي تريده في + +446 +00:29:56,050 --> 00:30:00,730 +الفترة القادمة بعد التخرج بإذن الله سبحانه وتعالى + +447 +00:30:00,730 --> 00:30:04,950 +نتكفى + +448 +00:30:04,950 --> 00:30:07,090 +في هذا اللقاء بإذن الله سبحانه وتعالى نسأل الله + +449 +00:30:07,090 --> 00:30:09,650 +سبحانه وتعالى لكم التوفيق والسداد إلى أن نلقاكوا + +450 +00:30:09,650 --> 00:30:12,230 +في المحاضرة القادمة بإذن الله سبحانه وتعالى السلام + +451 +00:30:12,230 --> 00:30:14,470 +عليكم ورحمة الله وبركاته + diff --git a/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/_cnNMm0OdRs.srt b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/_cnNMm0OdRs.srt new file mode 100644 index 0000000000000000000000000000000000000000..5390aa2165776008e285c098528887a6a2eda5f7 --- /dev/null +++ b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/_cnNMm0OdRs.srt @@ -0,0 +1,1795 @@ +1 +00:00:01,200 --> 00:00:03,960 +أَعُوذُ بِاللهِ مِنَ الشَّيْطَانِ الرَّجِيمِ الحمد لله + +2 +00:00:03,960 --> 00:00:07,520 +وكفى والصلاة والسلام على نبيه المصطفى وبعد أبناء + +3 +00:00:07,520 --> 00:00:09,840 +الطلبة العزيزة السلام عليكم ورحمة الله تعالى + +4 +00:00:09,840 --> 00:00:13,540 +وبركاته ها نحن بفضل الله سبحانه وتعالى نلتقي مجددا + +5 +00:00:13,540 --> 00:00:16,960 +في مساق المحاسبة الدولية في الفصل السادس الضرائب + +6 +00:00:16,960 --> 00:00:21,160 +الدولية وأسعار التحويل الدولية في المحاضرة المصورة + +7 +00:00:21,160 --> 00:00:26,470 +الثانية بإذن الله سبحانه وتعالى موضوعنا بإذن الله + +8 +00:00:26,470 --> 00:00:29,070 +سبحانه وتعالى في هذه المحاضرة الضريبة على دخل + +9 +00:00:29,070 --> 00:00:33,570 +الشركات سوف نتعامل مع الضريبة على دخل الشركات و + +10 +00:00:33,570 --> 00:00:36,790 +خاصة في الشركات متعددة الجنسيات أو الشركات التي + +11 +00:00:36,790 --> 00:00:41,290 +تملك فروعًا أجنبية أو في دول أجنبية طبعًا أو الشركات + +12 +00:00:41,290 --> 00:00:44,850 +التي تملك شركات تابعة في دول أجنبية تحاول بعض + +13 +00:00:44,850 --> 00:00:47,490 +الشركات تعظيم أرباحها عن طريق الاستفادة من اختلاف + +14 +00:00:47,490 --> 00:00:51,270 +معدلات الضريبة على دخل الشركات وكذلك اختلاف + +15 +00:00:51,270 --> 00:00:55,470 +المسموحات والتنزيلات التي يسمح بها التشريع الضريبي + +16 +00:00:55,470 --> 00:00:59,230 +بخصمها من الوالد الضريبي قبل وصول الدخل الخاضع + +17 +00:00:59,230 --> 00:01:02,730 +للضريبة ويمكن تعظيم الأرباح ما لم يكن ذلك ممنوعًا + +18 +00:01:02,730 --> 00:01:05,370 +قانونيًا عن طريق وضع أسعار تحويل تؤدي إلى تحريك + +19 +00:01:05,370 --> 00:01:08,250 +الأرباح من الوحدات التابعة الموجودة في دول ذات + +20 +00:01:08,250 --> 00:01:11,910 +معدلات ضريبة مرتفعة في اتجاه دول ذات معدلات ضريبة + +21 +00:01:11,910 --> 00:01:15,110 +منخفضة حيث تؤدي أسعار أو تؤدي أسعار التحويل + +22 +00:01:15,110 --> 00:01:19,250 +المرتفعة إلى دول ترتفع فيها معدلات الضريبة على دخل + +23 +00:01:19,250 --> 00:01:22,630 +الشركات إلى ارتفاع تكلفة البضاعة المباعة وبالتالي + +24 +00:01:22,630 --> 00:01:26,230 +تخفيض أرباح الوحدات التابعة في تلك الدول ومن ثم + +25 +00:01:26,230 --> 00:01:29,550 +تخفيض الضرائب المفروضة على هذه الأرباح في حين تؤدي + +26 +00:01:29,550 --> 00:01:32,570 +أسعار التحويل المنخفضة إلى دول تتخفض فيها معدلات + +27 +00:01:32,570 --> 00:01:34,870 +الضريبة على دخل الشركات إلى تخفيض تكلفة البضاعة + +28 +00:01:34,870 --> 00:01:37,710 +المباعة وزيادة أرباح الوحدات التابعة في هذه الدول + +29 +00:01:37,710 --> 00:01:40,940 +وبالتالي تعظيم أرباح المجموعة ككل اللي بنميزه يا + +30 +00:01:40,940 --> 00:01:44,000 +شباب ونتكلم فيه بشكل واضح وصريح هشوفه الآن في + +31 +00:01:44,000 --> 00:01:48,740 +المثال أنه أنا دائمًا عندما آتي أستثمر في عملية فرض + +32 +00:01:48,740 --> 00:01:53,040 +عندما أحول من وحدة إلى وحدة يعني أفترض أن أحول من + +33 +00:01:53,040 --> 00:01:56,060 +الشركة الأم إلى شركة تابعة أو من الشركة الأم إلى فرع + +34 +00:01:56,060 --> 00:01:59,560 +في دولة أجنبية أو شركة تابعة في دولة أجنبية إذا + +35 +00:01:59,560 --> 00:02:03,860 +كانت الـ.. إذا كانت أسعار الضريبة في تلك الدولة + +36 +00:02:03,860 --> 00:02:08,920 +مرتفعة أنا أحاول أحول الضريبة أحول البضاعة بسعر + +37 +00:02:08,920 --> 00:02:13,520 +الأعلى وهو السعر ليس سعر التكلفة سعر السوق ولكن إذا + +38 +00:02:13,520 --> 00:02:18,260 +كانت أعلى أعلى من الدولة الأم أو الدولة التي فيها + +39 +00:02:18,260 --> 00:02:22,060 +الشركة الأم إذا بدأنا خيارين فينا شركة أم وشركة + +40 +00:02:22,060 --> 00:02:26,700 +تابعة إذا كانت الضريبة مرتفعة في البلد التي فيها + +41 +00:02:26,700 --> 00:02:30,480 +الشركة التابعة يعني أكثر من ارتفاعها في الدولة + +42 +00:02:30,480 --> 00:02:35,120 +الأم أنا أحول بسعر السوق عشان لما تكون الضريبة + +43 +00:02:35,120 --> 00:02:37,880 +أعلى بالتالي تكلفة البضاعة المباعة بتكون أعلى + +44 +00:02:37,880 --> 00:02:41,900 +وبالتالي هامش الربح بيكون أقل وبالتالي بدفع ضريبة + +45 +00:02:41,900 --> 00:02:45,560 +أقل أما في الدولة الأم اللي أنا حاطط فيها الشركة + +46 +00:02:45,560 --> 00:02:49,140 +التابعة فأنا لما أحول بسعر اللي هو السوق إذا أنا + +47 +00:02:49,140 --> 00:02:53,220 +أحقق أرباحًا أكثر وبالتالي بدفع ضريبة أقل واحنا + +48 +00:02:53,220 --> 00:02:56,840 +دائمًا اللي بهمنا هو تعظيم أرباح المجموعة الدولية + +49 +00:02:56,840 --> 00:03:00,900 +ككل يعني ننظر لشركة بدون شركة ننظر لمكان بدون مكان + +50 +00:03:00,900 --> 00:03:05,320 +نتكلم بشكل عام طبعًا في المثال الحاضر أمامنا الآن + +51 +00:03:05,320 --> 00:03:09,140 +سنلاحظ الكلام اللي أنا حكيته بشكل عام عندنا شركة + +52 +00:03:09,140 --> 00:03:13,970 +اسمها GM وليس CM GM شركة تابعة مملوكة بالكامل + +53 +00:03:13,970 --> 00:03:17,030 +للشركة العالمية إذا الشركة العالمية هي الشركة الأم + +54 +00:03:17,030 --> 00:03:22,390 +وGM هي الشركة التابعة قامت بشحن مليون وحدة من + +55 +00:03:22,390 --> 00:03:26,390 +السلع سين في عندنا سلع سين فيها مليون وحدة إلى + +56 +00:03:26,390 --> 00:03:30,670 +الشركة MM اللي هي طبعًا نحكي عن الشركة العالمية آسف + +57 +00:03:30,670 --> 00:03:36,230 +وMM هي شركة تابعة أيضًا يعني في عندنا احنا شركة أم + +58 +00:03:36,230 --> 00:03:40,730 +اسمها الشركة العالمية في عندنا شركة GM شركة تابعة + +59 +00:03:40,730 --> 00:03:44,250 +مملوكة للشركة العالمية وفي شركة تابعة أخرى اسمها + +60 +00:03:44,250 --> 00:03:48,910 +MM أيضًا تابعة أيضًا للشركة العالمية وبسعر تحويل + +61 +00:03:48,910 --> 00:03:53,480 +ثمانية دولارات للوحدة الواحدة سعر حسب سعر السوق و + +62 +00:03:53,480 --> 00:03:57,260 +تكون الشركة التابعة MM بـتبيع له مبلغ 12 دولارًا يعني + +63 +00:03:57,260 --> 00:04:00,720 +احنا باختصار نلخص السؤال في عندنا شركة عالمية فيها + +64 +00:04:00,720 --> 00:04:04,640 +شركتين تابعتين الشركة الأولى اسمها GM اللي هي هاي + +65 +00:04:04,640 --> 00:04:08,220 +الشركة اسمها GM وقلنا بالغلط مخبوصة M وفي عندنا + +66 +00:04:08,220 --> 00:04:13,910 +شركة تابعة ثانية اسمها MM الشركة GM بتحول بضاعة إلى + +67 +00:04:13,910 --> 00:04:18,570 +الشركة التابعة MM سعر التحويل 8 دولار وهو سعر + +68 +00:04:18,570 --> 00:04:22,870 +السوق تمام الشركة MM التابعة بتبيع الوحدة اللي + +69 +00:04:22,870 --> 00:04:27,170 +أخذتها بـ 8 دولار بتبيعها بـ 12 دولار زي ما احنا + +70 +00:04:27,170 --> 00:04:32,510 +شايفينه الآن فإذا علمت أن تكلفة المبيعات لدى شركة + +71 +00:04:32,510 --> 00:04:40,590 +GM 3 ملايين دولار ومصاريف التشغيل مليون دولار بلغت + +72 +00:04:40,590 --> 00:04:45,050 +مصاريف التشغيل لدى شركة MM 1.5 دولار للوحدة + +73 +00:04:48,220 --> 00:04:51,660 +الضريبة المتداولة في الدولة التي تعمل بها شركة GM 20% + +74 +00:04:51,660 --> 00:04:56,100 +بينما الدولة التي تعمل بها M&M 65% جميعًا أعلى جالك + +75 +00:04:56,100 --> 00:04:59,880 +الشركة التابعة M&M أعلى من الشركة التابعة GM نسبة + +76 +00:04:59,880 --> 00:05:04,120 +أفضل المطلوب تحديد أي سعر تحويل أفضل للشركة كله + +77 +00:05:04,120 --> 00:05:07,460 +طبعًا نمشي نتكلم احنا عن المساهمين اللي بيملكوا قسم + +78 +00:05:07,460 --> 00:05:11,320 +الشركة العالمية للشركة الأم وطبعًا هي اللي أشتملت + +79 +00:05:11,320 --> 00:05:16,300 +أو تابعة لها شركة GM وتابعة لها شركة MM أنا بعيني + +80 +00:05:16,300 --> 00:05:19,780 +أربح الشركة كلها وليس أربح GM لحالها أو أربح MM + +81 +00:05:19,780 --> 00:05:24,620 +لحالها نلاحظ احنا هحل السؤال طبعًا أنا ايش ما بقول لكم + +82 +00:05:24,620 --> 00:05:27,600 +السؤال المطلوب تحديد أي سعر التحويل أفضل هل أحول + +83 +00:05:27,600 --> 00:05:33,740 +بسعر التكلفة اللي هو 6 دولار من GM لـ MM أما أحوله + +84 +00:05:33,740 --> 00:05:38,340 +بـ 8 دولار وهو سعر السوق من شركة GM لـ MM تلاشوا + +85 +00:05:38,340 --> 00:05:41,950 +مع بعض الآن أفترض الحالة الأولى أن سعر التحويل 6 + +86 +00:05:41,950 --> 00:05:46,450 +دولار إذا عندي ببيعات مليون وحدة ضرب 6 دولار يبقى + +87 +00:05:46,450 --> 00:05:50,070 +عندي ببيعات 600 ألف دولار إذا شركة GM هتبيع شركة + +88 +00:05:50,070 --> 00:05:54,410 +MM مليون وحدة بـ 6 دولار هو سعر البيع بيطلع عندي 6 + +89 +00:05:54,410 --> 00:05:58,680 +ملايين دولار طيب تكلفة المبيعات دي قداش؟ طبعًا + +90 +00:05:58,680 --> 00:06:01,240 +أعطاليها في السؤال زي ما احنا شايفين هي تكلفة + +91 +00:06:01,240 --> 00:06:05,380 +المبيعات في شركة GM زي ما احنا شايفين هيها 3 ملايين + +92 +00:06:05,380 --> 00:06:08,500 +دولار هذه تكلفة المبيعات لازم نقصها لأن احنا مافي + +93 +00:06:08,500 --> 00:06:11,100 +قاعدة الدخل عبارة عن ايش المبيعات نقص تكلفة + +94 +00:06:11,100 --> 00:06:14,000 +المبيعات بيطلع إجمالي الدخل نطلع مصاريف التشغيل + +95 +00:06:14,000 --> 00:06:17,180 +بيطلع الدخل قبل الضريبة نقصّه بالضريبة بيطلع صافي + +96 +00:06:17,180 --> 00:06:20,270 +الدخل بعد الضريبة الآن إذا تكلفة المبيعات ثلاثة + +97 +00:06:20,270 --> 00:06:24,390 +ملايين يعني عندي أنا إجمالي الدخل ستة مليون وهو ستة + +98 +00:06:24,390 --> 00:06:27,410 +ملايين ناقص ثلاثة ملايين بيطلع ثلاثة ملايين مصاريف + +99 +00:06:27,410 --> 00:06:29,830 +التشغيل زي ما شفنا في السؤال قبل شوية هيها مليون + +100 +00:06:29,830 --> 00:06:33,390 +دولار هيها شايفين مصاريف التشغيل مليون دولار جالك + +101 +00:06:33,390 --> 00:06:38,250 +تخصمها بيصير اللي عندي أنا عمليًا المجموع + +102 +00:06:38,250 --> 00:06:42,970 +المليون بيظل اثنين مليون دولار شايفينها؟ طيب الـ 2 + +103 +00:06:42,970 --> 00:06:47,190 +مليون دولار قداش الضريبة في شركة GM طبعًا GM اللي + +104 +00:06:47,190 --> 00:06:51,310 +هي 20% بينما MM هذه اللي هتشايفيني اللي هي 35% إذا + +105 +00:06:51,310 --> 00:06:53,770 +الـ 2 مليون دولار بـ 20% بيطلع 400 ألف قداش صافي + +106 +00:06:53,770 --> 00:06:58,270 +الدخل في شركة GM بعد الضرائب مليون و 600 ألف دولار + +107 +00:06:58,270 --> 00:07:02,530 +واضح هاي إذا بالنسبة لشركة GM هيصفي عندي مليون و + +108 +00:07:02,530 --> 00:07:05,550 +600 طبعًا أنا ما أحكمش الشركة من هذا الرقم ولا من رقم + +109 +00:07:05,550 --> 00:07:08,960 +شركة MM أنا أحكم من الرقم النهائي اللي هيطلع لكل + +110 +00:07:08,960 --> 00:07:12,220 +الشركة واللي هتعود بالفائدة للمساهمين طب هذه ما + +111 +00:07:12,220 --> 00:07:16,380 +يتعلق بشركة GM طب نيجي نشوف شركة MM قال لك بكأب + +112 +00:07:16,380 --> 00:07:19,140 +بتبيع السلعة زي ما أطلعنا في السؤال بـ 12 دولار + +113 +00:07:19,140 --> 00:07:22,520 +هيها فالكوا معايا هي بتبيع الوحدة بكأب هي + +114 +00:07:22,520 --> 00:07:27,420 +شايفينها 12 دولار إذا لما تبيع 12 دولار مليون ضرب + +115 +00:07:27,420 --> 00:07:32,260 +12 بيطلع 12 مليون دولار طيب تكلفة المبيعات يعني بقى + +116 +00:07:32,260 --> 00:07:34,940 +كم اشترتها هي من وين اشترتها؟ اشترتها من GM كده حسبت + +117 +00:07:34,940 --> 00:07:38,520 +GM؟ 6 مليون يعني بقى تكلفة المبيعات عندنا كده؟ 6 + +118 +00:07:38,520 --> 00:07:42,660 +ملايين يعني إجمالي الإيراد كده؟ 6 ملايين صح ولا لأ؟ + +119 +00:07:42,660 --> 00:07:50,330 +طيب مصروفات التشغيل للشركة هنا مصاريف مليون ونص صح + +120 +00:07:50,330 --> 00:07:55,510 +ولا لأ شركة ايه MM لأن جاله هو مصاريف التشغيل + +121 +00:07:55,510 --> 00:07:58,230 +واحد ونص دولار للوحدة يعني واحد ونص ضارب مليون + +122 +00:07:58,230 --> 00:08:02,130 +بيطلع مليون ونص زي ما احنا شايفين هنا طب الدخل + +123 +00:08:02,130 --> 00:08:05,370 +قبل الضريبة أربعة ملايين وخمسين ألف طب سعر الضريبة هنا + +124 +00:08:05,370 --> 00:08:08,630 +قداش خمسة وثلاثين بالمئة يبقى عندي ضريبة هأدفعها + +125 +00:08:08,630 --> 00:08:11,450 +مليون وخمسمائة وخمسة وسبعين ألف دولار يبقى صافي + +126 +00:08:11,450 --> 00:08:13,810 +الدخل لشركة ام ام ام ام ام ام ام ام ام ام ام ام + +127 +00:08:13,810 --> 00:08:18,430 +ام ام ام ام ام ام امتمام؟ طيب .. الآن أنا .. هان + +128 +00:08:18,430 --> 00:08:21,850 +لاحظوا جداش كانت مليون وستمائة لكن هان اثنين مليون + +129 +00:08:21,850 --> 00:08:24,130 +وتسعمائة وفمس وعشرين هل بقدر أحكم من خلال دول + +130 +00:08:24,130 --> 00:08:28,110 +الاثنين؟ جالك لأ لازم أشوف لكل شركة كل ايش الوضع + +131 +00:08:28,110 --> 00:08:31,950 +فيها جالك طب ماشي الشركة لما باعت للمستهلك ما كان + +132 +00:08:31,950 --> 00:08:35,810 +باعت للمستهلك أن هي اثنا عشر مليونلأنه مليون ضرب 12 + +133 +00:08:35,810 --> 00:08:39,550 +طب تكلفة المبيعات الفعلية للشركة ككل ستة مليون ولا + +134 +00:08:39,550 --> 00:08:43,730 +ثلاثة طبعا ثلاثة لأن التحويل من GM لـ MM في الكل + +135 +00:08:43,730 --> 00:08:47,090 +محسبوش إذا تحولت ثلاثة مليون هاي تجدش كلفتني + +136 +00:08:47,090 --> 00:08:50,010 +ثلاثة مليون يبقى تكلفة المبيعات ثلاثة مليون طب مش + +137 +00:08:50,010 --> 00:08:54,650 +بالداخل جداش تسعة مليون مصبوط ولا لأ؟ طيب مصاريف + +138 +00:08:54,650 --> 00:08:57,790 +التشغيل مصاريف التشغيل في عندي مليون في الشركة GM + +139 +00:08:57,790 --> 00:09:00,890 +وعندي مليون ونصف في الشركة MM يبقى عندي اثنين مليون + +140 +00:09:00,890 --> 00:09:04,880 +ونصفطيب الدخل قبل الضريبة لاحظوا معايا بيقول + +141 +00:09:04,880 --> 00:09:07,840 +التسعة .. ماينفعش نقول هات زاد هات لأ طبعا بيقول + +142 +00:09:07,840 --> 00:09:10,700 +احنا تسعة مليون ناقص اثنين ونصف بيطلع ستة ونصف + +143 +00:09:10,700 --> 00:09:15,210 +مليون دولار مصبوط ولا لأ؟ طيببعد هيك بنطلب هذه في + +144 +00:09:15,210 --> 00:09:20,410 +أي سعر ضريبة لازم تأخذ الضريبة اللي دفعتها الـ 400 + +145 +00:09:20,410 --> 00:09:24,030 +ألف مع المليون وخمسمائة وخمسة وسبعين ألف يبقى + +146 +00:09:24,030 --> 00:09:27,070 +دافع ضريبة مليون وتسعمائة وخمسة وسبعين ألف يبقى + +147 +00:09:27,070 --> 00:09:30,870 +صافي الربح في حالة التحويل بسعر ستة دولار أربعة مليون + +148 +00:09:30,870 --> 00:09:33,410 +وخمسمائة وخمسة وعشرين ألف هذه الحالة الأولى لحالة + +149 +00:09:33,410 --> 00:09:36,710 +الألف طب نشوف الحالة الثانية بقى عشان نقارن بين جدول + +150 +00:09:36,710 --> 00:09:40,570 +اللحان وجدول اللحان ولازم يكون الفرقالصالح اللي + +151 +00:09:40,570 --> 00:09:44,130 +بيكون صافي ربحه بعد الضرائب أكبر إذا كان هنا أكبر + +152 +00:09:44,130 --> 00:09:47,130 +بختار هذا اللي هو ستة دولار إذا اللي تحت أكثر بختار + +153 +00:09:47,130 --> 00:09:51,190 +ثمانية دولار نشوف مع بعض قالك هنا سعر التحويل بقى + +154 +00:09:51,190 --> 00:09:53,830 +ثمانية دولار مليون ضرب ثمانية ثمانية مليون دولار + +155 +00:09:53,830 --> 00:09:56,530 +تكلفة المبيعات زي ما هي ثلاثة مليون ما تغيرتش + +156 +00:09:56,530 --> 00:09:59,290 +موجودة في السؤال فوق يبقى عنده جمال الدخل خمسة + +157 +00:09:59,290 --> 00:10:03,190 +مليون دولار مصاريف التشغيل قلنا مليون يبقى بصير + +158 +00:10:03,190 --> 00:10:07,030 +عندي صافي الدخل قبل الضريبة صافي الدخل قبل الضريبة + +159 +00:10:07,550 --> 00:10:10,610 +أربعة مليون دولار، طب الضريبة يبقى 20%، بيبقى أنا + +160 +00:10:10,610 --> 00:10:12,930 +هأدفع ضريبة بيبقى 800 ألف دولار، يبقى أربعة + +161 +00:10:12,930 --> 00:10:14,810 +مليون ناقص 800 ألف، بيبقى أنا هأدفع صافي + +162 +00:10:14,810 --> 00:10:18,290 +الربح، بيبقى لك ثلاثة مليون و200 ألف دولار، وهذه + +163 +00:10:18,290 --> 00:10:22,890 +لشركة GM، إذن GM زي ما احنا شايفين، ثلاثة مليون و + +164 +00:10:22,890 --> 00:10:26,610 +200 ألف دولار، أنا هأدفع، طب بنشوف شركة MM، بيبقى + +165 +00:10:26,610 --> 00:10:30,120 +لك MMبكم بتبيع الوحدة في 12 دولار مليون في 12 + +166 +00:10:30,120 --> 00:10:34,400 +مليون طب بكم اشترتها من GM جلب ثمانية مليون اثنا عشر + +167 +00:10:34,400 --> 00:10:37,480 +مليون ناقص ثمانية مليون بيطلع أربعة مليون مصاريف + +168 +00:10:37,480 --> 00:10:40,320 +التشغيل واحد ونصف مليون بيطلع مليون ونصف صافي + +169 +00:10:40,320 --> 00:10:42,960 +الدخل قبل الضرائب اللي هو عبارة عن أربعة مليون + +170 +00:10:42,960 --> 00:10:45,580 +ناقص مليون ونصف بيطلع اثنين ونصف طب سعر + +171 +00:10:45,580 --> 00:10:50,060 +الضريبة بها إن جداش 35% يبقى 875 ألف دولار مظبوط + +172 +00:10:50,060 --> 00:10:53,440 +بناقص اثنين ونصف ناقص 875 ألف دولار بيطلع + +173 +00:10:53,440 --> 00:10:59,310 +عندي صافي الدخل مليون و625 ألف دولارالآن هنا + +174 +00:10:59,310 --> 00:11:02,430 +لاحظوا الشركة صافي الدخل أصبح أقل من اللي فوق لكن + +175 +00:11:02,430 --> 00:11:05,790 +ما هو مصدر الحكم وهنا صافي دخل شركة GM أكبر من + +176 +00:11:05,790 --> 00:11:08,150 +اللي فوق لكن ما هو الحكم أنا باعليه رقم الثالث + +177 +00:11:08,150 --> 00:11:11,790 +والأخير اللي هو الشركة كل ايش استفادت بنيجي نشوف + +178 +00:11:11,790 --> 00:11:16,030 +الشركة كل جداش باعت للمستهلك من 12$ مليون في 12 + +179 +00:11:16,030 --> 00:11:20,710 +مليون طب الشركة كلها لما اشترت الإنتاج اشترته بكم هل + +180 +00:11:20,710 --> 00:11:24,470 +بـ 8 مليون لأ لأن اشترته فعلياً بالـ 3 مليون هاد اللي + +181 +00:11:24,470 --> 00:11:28,670 +اشترته GM اللي اشترته .. اللي اشترته فيها يبقى 12 + +182 +00:11:28,670 --> 00:11:31,950 +مليون ناقص 3 مليون و9 مليون يبقى مش بالدخل 9 + +183 +00:11:31,950 --> 00:11:35,390 +مليون نفس الطريقة على فوق 9 مليون لكن اللي هيفرق + +184 +00:11:35,390 --> 00:11:39,650 +معناه ايش خليكم معاهجالك طب تسعة مليون طب مصاريف + +185 +00:11:39,650 --> 00:11:42,710 +التشغيل كده؟ مليون زي مليون ونصف بيطلع اثنين مليون + +186 +00:11:42,710 --> 00:11:46,690 +ونصف صح ولا لا؟ طيب صافي الدخل قبل الضريبة عبارة + +187 +00:11:46,690 --> 00:11:49,710 +عن تسعة مليون ناقص اثنين مليون ونصف بيطلع ستة مليون + +188 +00:11:49,710 --> 00:11:52,670 +ونصف مصبوط ولا لا؟ طب كدهش قيمة الضريبة؟ بنفع + +189 +00:11:52,670 --> 00:11:55,310 +اضرب الضريبة هات في نسبة لأ لأنه مش عارف هاضربها + +190 +00:11:55,310 --> 00:11:58,010 +في الـ 22 ولا في الـ 35 جالك زي ما أنت جامِع في + +191 +00:11:58,010 --> 00:12:00,630 +المصاريف التشغيلية هات زائد هات بدك تقول ثمانية + +192 +00:12:00,630 --> 00:12:04,460 +ألف زي ثمانية وسبعين بيطلع مليون وستةيبقى صافي + +193 +00:12:04,460 --> 00:12:08,260 +الدخل للمجموعة كلها عبارة عن الـ 6.5 مليون لايكس + +194 +00:12:08,260 --> 00:12:13,600 +المليون و675 ألف بيطلع 4.825 مليون زي ما احنا + +195 +00:12:13,600 --> 00:12:17,200 +شايفين طب أحسن للشركة كلها يطلع صافي الدخل بعد + +196 +00:12:17,200 --> 00:12:25,870 +الضرائب 4.825 مليونوهذا حدث بـ 8$ أو 4.525.6$ إذا + +197 +00:12:25,870 --> 00:12:30,210 +قولاً واحداً احنا لازم نحول بسعر 8$ طيب ليه هذه + +198 +00:12:30,210 --> 00:12:33,990 +الحالة أفضل؟ جالك لأن سعر التحويل في الدولة اللي + +199 +00:12:33,990 --> 00:12:39,230 +فيها MM نسبة الضريبة آسف أكبر من نسبة الضريبة اللي + +200 +00:12:39,230 --> 00:12:44,080 +موجودة في دولة GM فلما صافي دخل فيه GM زاد هنا زي + +201 +00:12:44,080 --> 00:12:47,760 +ما احنا شايفين زاد أدفع الضريبة أقل لكن لما هاد الخفض + +202 +00:12:47,760 --> 00:12:51,300 +أنا أوفر الضريبة إذا هيك احنا بيقدر نقول أنه أفضل + +203 +00:12:51,300 --> 00:12:55,520 +الشركة ككل أن تحول بثمانية دولار وهذا الكلام + +204 +00:12:55,520 --> 00:12:58,480 +ليه لأنه أنا بدل ما أدفع عبء ضريبي جداش كان في + +205 +00:12:58,480 --> 00:13:00,800 +الحالة الأولى كان مليون وتسعمائة وخمسة وسبعين ألف + +206 +00:13:00,800 --> 00:13:03,720 +دولار زي ما احنا شايفين هنا هاد الضريبة مجموعة ضريبتين + +207 +00:13:03,720 --> 00:13:06,840 +لكن هنا بدل مليون وتسعمائة هاد اللي دفعت هنا هاي + +208 +00:13:06,840 --> 00:13:10,100 +ضريبة تدفع قبل الضرائبمليون وستة وخمسة وسبعين + +209 +00:13:10,100 --> 00:13:13,400 +ألف مين أفضل ليه؟ طبعا أفضل اللي أدفع مليون وستة + +210 +00:13:13,400 --> 00:13:15,660 +وخمسة وسبعين ألف لأنه هذا اللي بيحقق لصالح + +211 +00:13:15,660 --> 00:13:19,420 +الدخل أفضل زي ما احنا شايفه واضحة الصورة وقد + +212 +00:13:19,420 --> 00:13:22,820 +أدركت الحكومات في الدول المضيفة استخدام الشركات + +213 +00:13:22,820 --> 00:13:24,940 +الدولية لبعض افتقارات واختلافات في التشريعات + +214 +00:13:24,940 --> 00:13:28,940 +الضريبية لأغراض التجنب الضريبي حيث وقع ترقلوا + +215 +00:13:28,940 --> 00:13:31,680 +الضرائب للأمريكا يسمى مثلاً وزير الخزانة سلطة + +216 +00:13:31,680 --> 00:13:37,630 +التتبع ترحيل الدخل بمعنى أنه ليس بإمكانه أن يتحايل + +217 +00:13:37,630 --> 00:13:40,810 +في مسألة أسرار التحويل على الدولة وأمنحها من + +218 +00:13:40,810 --> 00:13:44,430 +الحصول على أرباح طيب .. هنا أتكلم عن الضريبة ونسبة + +219 +00:13:44,430 --> 00:13:46,970 +الضريبة واختلافها طب لو كان في اختلاف في + +220 +00:13:46,970 --> 00:13:49,690 +الرسوم الجمركية .. شو رسوم الجمركية؟ هي رسوم + +221 +00:13:49,690 --> 00:13:52,800 +التي تدفع على الوارداتيعني يجب أخذ الرسوم + +222 +00:13:52,800 --> 00:13:55,580 +الجمركية على الواردات من السلع والخدمات بعين + +223 +00:13:55,580 --> 00:13:58,500 +الاعتبار عند تحديد أسعار التحويل للشركات الدولية + +224 +00:13:58,500 --> 00:14:01,780 +فعند الرقم في تحويل السلع أو خدمات إلى دولة ترتفع + +225 +00:14:01,780 --> 00:14:04,700 +فيها الرسوم الجمركية يتم التحويل بأسعار التحويل + +226 +00:14:04,700 --> 00:14:06,880 +المنخفضة أو العكس عند التحويل لدول تتخفض فيها + +227 +00:14:06,880 --> 00:14:10,720 +الرسوم الجمركية وهنا تواجه الشركة نظامين ضريبيين + +228 +00:14:10,720 --> 00:14:14,840 +يعني ضريبة الدخل وإلها أهميتها وعند الرسوم + +229 +00:14:14,840 --> 00:14:20,630 +الجمركية أيضًا إلها أهميتهاعشان هيك بدنا ننتبه أنه + +230 +00:14:20,630 --> 00:14:23,210 +في عندنا نظامين، نظام ضريبة الدخل وعندنا نظام الرسوم + +231 +00:14:23,210 --> 00:14:26,250 +الجمركية، واجب على الإدارة الموازنة بينها داين + +232 +00:14:26,250 --> 00:14:29,050 +النظامين، يعني شو بمين أفضل للشركة كل في تحقيق + +233 +00:14:29,050 --> 00:14:32,190 +صافي دخل بعد الضرائب والجمالك أفضل، وهم هنشتري + +234 +00:14:32,190 --> 00:14:36,270 +عليه، طب في عندنا مثال نأخذه مع بعض كالتاليهذا مثال + +235 +00:14:36,270 --> 00:14:39,830 +رقم اثنين في الكتاب على سبيل المثال هي مثال اثنين + +236 +00:14:39,830 --> 00:14:43,050 +شركة دولية متعددة الجنسيات مقرها في العصر الأردنية + +237 +00:14:43,050 --> 00:14:48,170 +عامًا تمتلك شركتين تابعتين ملكية كاملة الأولى + +238 +00:14:48,170 --> 00:14:51,750 +داخلية في مدينة العقبة والأخرى في هونج كونج زي ما + +239 +00:14:51,750 --> 00:14:56,110 +احنا شايفين الشركة المتعددة الجنسيات الدولية لها + +240 +00:14:56,110 --> 00:15:00,970 +شركتين تابعتين وطبعا هذول مملوكات بالكامل لهذه + +241 +00:15:00,970 --> 00:15:06,590 +الشركةالشركة الأولى داخلية في مدينة العقبة والشركة + +242 +00:15:06,590 --> 00:15:09,550 +الأخرى في هونج كونج حيث تقوم بإنتاج إحدى المنتجات + +243 +00:15:09,550 --> 00:15:12,750 +الإلكترونية وتحويلها للشركة التابعة في العقبة يعني + +244 +00:15:12,750 --> 00:15:17,350 +هونج كونج بتصنع وبتصدر للعقبة اللي تعتبر مستوردة + +245 +00:15:17,350 --> 00:15:19,890 +والتي تقوم ببيعها في الأسواق الأردنية يعني + +246 +00:15:19,890 --> 00:15:22,870 +المواطنين الأردنيين وفي مجال البيانات المتوفرة عن + +247 +00:15:22,870 --> 00:15:26,900 +الشركتينلاحظوا معايا والبيانات هذه المهمة خلاني + +248 +00:15:26,900 --> 00:15:29,440 +أتبع إليها قامت الشركة في هونج كونج بإنتاج مليون + +249 +00:15:29,440 --> 00:15:33,380 +وحدة يعني عملياً الإنتاج مليون وحدة تم تحويلها + +250 +00:15:33,380 --> 00:15:36,900 +للشركة في العقبة أنتجوا مليون وحدة إلكترونية + +251 +00:15:36,900 --> 00:15:40,860 +وحولوها للشركة في العقبة طيب تكليف إنتاج الوحدة + +252 +00:15:40,860 --> 00:15:44,620 +الصناعية 13 دينارًا للوحدة يعني تكليف الإنتاج تكلفة + +253 +00:15:44,620 --> 00:15:48,060 +المبيعات عبارة أو تكلفة الإنتاج أو تكلفة المبيعات + +254 +00:15:48,060 --> 00:15:52,600 +ثلاثة عشر دينارًا للوحدة يعني عندنا ثلاثة عشر مليون دينار + +255 +00:15:52,600 --> 00:15:57,840 +تكلفة الانتاج التكليف الكلي للإنتاج والتسويق أربعة عشر + +256 +00:15:57,840 --> 00:16:01,660 +ونصف دينار لاحظ عندك الإنتاج ده حاله ثلاثة عشر + +257 +00:16:01,660 --> 00:16:05,060 +التكليف الكلي للإنتاج والتسويق ثلاثة عشر ونصف يعني + +258 +00:16:05,060 --> 00:16:08,980 +التسويق قداش ثلاثة ونصف ثلاثة ونصف في مليون بتطلع + +259 +00:16:08,980 --> 00:16:12,480 +ثلاثة ونصف مليون دينار على تكليف تشغيلية تتضمن في + +260 +00:16:12,480 --> 00:16:16,410 +التكلفة التسويقية طيب تكاليف التسويق في الأردن طبعًا + +261 +00:16:16,410 --> 00:16:18,550 +هذا الإنتاج والتشغيل في هونج كونج والتكاليف .. + +262 +00:16:18,550 --> 00:16:20,930 +لأن الإنتاج في هونج كونج والتسويق هنا في هونج + +263 +00:16:20,930 --> 00:16:24,030 +كونج تكاليف التسويق في الأردن خمسة وعشرون دولارًا + +264 +00:16:24,030 --> 00:16:28,170 +للوحدة و تباع الوحدة بستين دولارًا للمواطنين يعني في + +265 +00:16:28,170 --> 00:16:31,730 +عندي تكاليف أيضًا بتحملها الشركة اللي في العقبة و + +266 +00:16:31,730 --> 00:16:35,410 +كذلك بتبيع سواء بستين دولارًا للوحدة يعني عندما بيعات + +267 +00:16:35,410 --> 00:16:38,610 +شركة العقبة اللي الشركة اللي في العقبة ستين مليون + +268 +00:16:38,610 --> 00:16:42,790 +دولار معدل الضريبة على الدخل الشركات لاحظوا في هونج + +269 +00:16:42,790 --> 00:16:49,270 +كونج 16.5 بينما في الأردن 35.5 كذلك مش بس فرق في + +270 +00:16:49,270 --> 00:16:52,870 +الضريبة لأ في عندنا كمان في رسوم جمركية على + +271 +00:16:52,870 --> 00:16:57,120 +الواردات 15.5 في الأردن وطبعًا اللي بتكلم احنا عن + +272 +00:16:57,120 --> 00:17:00,400 +رسوم واردات .. المستورد ده الشركة المستوردة هي في + +273 +00:17:00,400 --> 00:17:05,320 +الأردن رسومها جمركية 15% المطلوب تحديد أيهما أفضل + +274 +00:17:05,320 --> 00:17:08,980 +للشركة الدولية ككل ومتكلمش على الشركة اللي موجودة + +275 +00:17:08,980 --> 00:17:12,260 +في العقبة ولا الشركة اللي موجودة في هونج كون .. + +276 +00:17:12,260 --> 00:17:17,210 +بنده على الشركة ككل هل تحول الشركة في هونج كونج + +277 +00:17:17,210 --> 00:17:20,510 +للشركة التابعة الأخرى في العقبة بسعر 20 دولارًا وهو + +278 +00:17:20,510 --> 00:17:26,290 +سعر التكلفة أم تحول بسعر 25-28 دولارًا وهو سعر السوق + +279 +00:17:26,290 --> 00:17:30,130 +عشان نحكم على هذه العملية لازم نميز ما بين صافي + +280 +00:17:30,130 --> 00:17:34,930 +الدخل بعد الضريبة عندما نحول ب 20 دولارًا للشركة كل + +281 +00:17:34,930 --> 00:17:39,650 +وصافي الدخل للشركة كل عندما نحول 28 دولارًا نبدأ + +282 +00:17:39,650 --> 00:17:42,890 +بالحالة الأولى أن سعر التحويل 20 دينارًا يعني شركة + +283 +00:17:42,890 --> 00:17:46,050 +هونج كونج هتبيع لشركة العقبة على أساس 20 دينارًا + +284 +00:17:46,050 --> 00:17:51,470 +للوحدة إلى هذه المبيعات عندنا المبيعات مليون ضارب 20 + +285 +00:17:51,470 --> 00:17:54,750 +بيطلع 20 مليون دينار هذه مبيعات لشركة هونج كونج طب + +286 +00:17:54,750 --> 00:17:58,710 +تكلفة المبيعات جالنا 13 دينارًا للوحدة يبقى عندي 13 + +287 +00:17:58,710 --> 00:18:01,650 +مليون دينار طب فيه رسوم جمركية على الواردات قول + +288 +00:18:01,650 --> 00:18:05,950 +الواحدة لا لأنها عندنا صادرات ولا يوجد ايش واردات + +289 +00:18:06,230 --> 00:18:12,110 +وبالتالي صفر إذا أنا عندي مجمل الدخل هو عبارة عن 7 + +290 +00:18:12,110 --> 00:18:15,990 +مليون اللي عبارة عن 20 مليون زي ما احنا شايفين + +291 +00:18:15,990 --> 00:18:23,410 +ناقص 13 مليون بيطلع عندي الصافي 7 مليون دينار لو + +292 +00:18:23,410 --> 00:18:26,770 +ركزت شوية بصري في التشغيل قداش قلنا قبل شوية قلنا + +293 +00:18:26,770 --> 00:18:30,070 +احنا الإنتاج والتشغيل مع بعض أربعة عشر ونصف دينار إنتاج + +294 +00:18:30,070 --> 00:18:33,310 +ده حاله ثلاثة عشر فالفرق قداش ثلاثة ونصف دينار ضرب + +295 +00:18:33,310 --> 00:18:36,970 +مليون واحدة يبقى عندي أنا ثلاثة ملايين ونصف دينار طب + +296 +00:18:36,970 --> 00:18:41,010 +صافي الدخل قبل الضرائب بنقول سبعة ملايين ناقص ثلاثة + +297 +00:18:41,010 --> 00:18:44,270 +ملايين ونصف بتطلع ثلاثة ملايين ونصف دينار قداش الضريبة + +298 +00:18:44,270 --> 00:18:46,970 +اللي موجود في هونج كونج أربعة عشر ونصف بالمئة بنقول + +299 +00:18:46,970 --> 00:18:49,270 +احنا يبقى عندنا 577 ألفًا و500 + +300 +00:18:52,600 --> 00:18:57,960 +وبالتالي صافي الدخل بعد الضرائب لـ 1,928,500 دينار، + +301 +00:18:57,960 --> 00:19:01,420 +لاحظ هذه لشركة Hong Kong اللي قال ليش يشوف بعض + +302 +00:19:01,420 --> 00:19:04,900 +شركة العقبة أو الشركة الموجودة أو المتواجدة في + +303 +00:19:04,900 --> 00:19:09,760 +العقبة إذا شركة العقبة خلصت من شركة HongKong ماقدرش + +304 +00:19:09,760 --> 00:19:13,000 +أحكم لحالها، لازم أشوف شركة العقبة وأشوف نتيجة + +305 +00:19:13,000 --> 00:19:16,500 +الشركتين مع بعض أن هي المجموعة ككل نيجي على شركة + +306 +00:19:16,500 --> 00:19:19,580 +العقبة، بكأب بيبيع اللي قلنا اللي الواحدة الواحدة + +307 +00:19:19,580 --> 00:19:22,200 +بستين دينارًا زي ما هو قال في السؤال، هيطلعوا + +308 +00:19:22,200 --> 00:19:26,550 +هان، هيقالك تبيع بستين دينارًا للوحدة مظبوط للمواطن + +309 +00:19:26,550 --> 00:19:30,770 +أو للشخص الآخر المستهلك الآخر يبقى عندي أنا ستين + +310 +00:19:30,770 --> 00:19:33,290 +ضارب مليون بيطلع ستين مليون دينار طب تكلفة + +311 +00:19:33,290 --> 00:19:36,550 +المبيعات يعني بقداش شرط الشركة اللي في العقبة من + +312 +00:19:36,550 --> 00:19:39,190 +الشركة اللي في هونج كونج قالك هاي مبيعات عشرة مليون + +313 +00:19:39,190 --> 00:19:42,770 +بقداش تكلفة هان عشرة مليون طب قسم جمركية ع + +314 +00:19:42,770 --> 00:19:46,090 +الواردات قداش النسبة قالك لاحظ في الأردن فيه لأن + +315 +00:19:46,090 --> 00:19:49,610 +هنا بقولك هي الرسوم الجمركية 15% طب الرسوم + +316 +00:19:49,610 --> 00:19:53,010 +الجمركية كل هدف منها هو تشجيع المنتج الوطني + +317 +00:19:53,010 --> 00:19:58,850 +وزيادة تكلفة المنتجات المستوردة 15% تمام من + +318 +00:19:58,850 --> 00:20:04,590 +المبيعات 15% من الـ .. الـ 15% من اللي هو التكلفة + +319 +00:20:04,590 --> 00:20:09,570 +بتاعتها اللي هي 20 مليون بيطلع 3 ملايين دينار + +320 +00:20:09,570 --> 00:20:15,870 +إذا شريناها احنا ب 20 مليون ضرب 15.5% 15% بيطلع 3 + +321 +00:20:15,870 --> 00:20:21,410 +ملايين يقول قداش عندي مجمل الدخل متوقع هنقول 60-20-3 + +322 +00:20:21,410 --> 00:20:26,470 +قداش تطلع عندي تطلع عندي 37 مليون دينار زي ما احنا + +323 +00:20:26,470 --> 00:20:31,430 +شايفين هذا مجمل الدخل طب مصاريف التشغيل هو أعطانيها + +324 +00:20:31,430 --> 00:20:35,190 +جالي مصاريف التشغيل 2.5 مليون دينار اللي عبارة عن + +325 +00:20:35,190 --> 00:20:40,970 +25 دينارًا للوحدة ضارب مليون بيطلع كم 25 مليون دينار + +326 +00:20:40,970 --> 00:20:47,330 +لو جينا ننقصها 25 مليون دينار من 37 بيظل عندي 12 + +327 +00:20:47,330 --> 00:20:51,430 +مليون دينار 12 مليون دينار قداش الضريبة هان 35% + +328 +00:20:51,430 --> 00:20:57,100 +بيجي هاندفعنا 4 ملايين و 200 ألف دينار وبالتالي لما + +329 +00:20:57,100 --> 00:21:01,020 +أجرج الصافي الدخل قبل الضريبة من الضريبة هيظل عندي 7 + +330 +00:21:01,020 --> 00:21:05,160 +ملايين و 800 ألف دينار واضح إذا الشركة الأولى في هونج + +331 +00:21:05,160 --> 00:21:10,420 +كونج صافي الدخل بعد الضريبة 2,922,500 بينما في + +332 +00:21:10,420 --> 00:21:15,200 +العقبة 7 ملايين و 800 ألف دينار طب نمشي مع بعض ونشوف + +333 +00:21:15,200 --> 00:21:17,200 +بالنسبة للمجموعة ككل + +334 +00:21:19,610 --> 00:21:22,750 +اللي أنا لاحظ معاه هان المبيعات 60 مليون زي ما هي + +335 +00:21:22,750 --> 00:21:26,290 +اللي عبارة عن المليون ضرب 60 لما بتبيع الشركة + +336 +00:21:26,290 --> 00:21:30,810 +كلها بتبيع للمستخدم النهائي 60 دينارًا طيب تكلفة + +337 +00:21:30,810 --> 00:21:33,810 +المبيعات قداش كلفتني في هونج كونج طبعًا ما اعيش مجمل + +338 +00:21:33,810 --> 00:21:37,450 +عشرين لاحظوا مجمل عشرين مجمل ثلاثة عشر لأن السعر اللي + +339 +00:21:37,450 --> 00:21:42,450 +زدناه على السبعة ملايين هو سعر إضافي سعر زيادة صح + +340 +00:21:42,450 --> 00:21:47,320 +ولا لا إذا ما كنت بدبي حالة ب 13 مليونًا بالنسبة + +341 +00:21:47,320 --> 00:21:50,960 +للشركة كلها كليها بالنسبة لشركة العقبة 20 لكن + +342 +00:21:50,960 --> 00:21:54,880 +بالنسبة للشركة كلها 13 لأن أنا بدأت الشراء من 13 + +343 +00:21:54,880 --> 00:21:58,180 +تكلفة البيعة طيب الرسوم الجمركية هي هايها صفر زي + +344 +00:21:58,180 --> 00:22:02,600 +3 ملايين بيطلع 3 ملايين يبقى بقول مجمل الدخل يساوي 60 + +345 +00:22:02,600 --> 00:22:07,360 +مليون ناقص 13 ناقص 3 وبيطلع النتيجة عندي 44 مليونًا + +346 +00:22:07,360 --> 00:22:13,580 +دينار تمام طيب الأهل لما أقول 44 مليون دينار بصرف + +347 +00:22:13,580 --> 00:22:18,820 +التشغيل بجمع هاي زادها ثلاثة ونصف زاد 25 بيطلع 28.5 + +348 +00:22:18,820 --> 00:22:22,820 +مليون وبالتالي بيكون عندي صافي الداخل قبل الضرائب + +349 +00:22:22,820 --> 00:22:30,010 +15.5 مليون دينار بنطرح منها أو بنضربها اسم في نسبة + +350 +00:22:30,010 --> 00:22:32,710 +الضريبة اللي هي عبارة .. بنطرحش في نسبة الضريبة + +351 +00:22:32,710 --> 00:22:36,310 +لأنه ما ينفعش أضرب .. أضرب 16.5 ولا 35 لأ بجمعها + +352 +00:22:36,310 --> 00:22:39,990 +الضريبة دفعتها في هونج كونج زيادة الضريبة دفعتها + +353 +00:22:39,990 --> 00:22:42,810 +في العقبة ودينه بقى يقول أنه ما ينفعش نضرب في نسبة + +354 +00:22:42,810 --> 00:22:51,510 +لأنه مختلفات النسب فبقول 577 زيادة 4,077,500 طيب + +355 +00:22:51,510 --> 00:22:55,670 +الصافي الدخل بعد الضريبة هو عبارة عن 15,500, + +356 +00:22:55,670 --> 00:23:02,770 +-4,777,500 بيطلع 10,722,500 هذا الرقم احفظوه هذا في + +357 +00:23:02,770 --> 00:23:06,650 +حالة التحويل بسعر 20 دينارًا زي ما شوفنا قبل شوية + +358 +00:23:06,650 --> 00:23:13,990 +للوحدة طيب في حال اتحولنا بسعر 28 دينارًا للوحدة نشوف + +359 +00:23:13,990 --> 00:23:18,330 +أولًا هونج كونج ثم العقبة ثم المجموعة ككل لاحظ + +360 +00:23:18,330 --> 00:23:22,030 +المبيعات قلنا 28 دينارًا لواحدة ضرب مليون واحدة + +361 +00:23:22,030 --> 00:23:25,470 +بيطلع 28 مليون دينار طب تكلفة المبيعات وقال لي في + +362 +00:23:25,470 --> 00:23:29,150 +السؤال 13 في مليون 13 مليون هل في رسوم جمركية + +363 +00:23:29,150 --> 00:23:31,850 +على الواردات لأ لأ شركة هونج كونج مصدرة و رئيسة + +364 +00:23:31,850 --> 00:23:37,460 +مستوردة بيجيبوش مجمل الدخل بيساوي 15 مليون تمام الـ + +365 +00:23:37,460 --> 00:23:44,220 +28 مليون ناقص اللي هو 13 مليون بيطلع عندنا قداش + +366 +00:23:44,220 --> 00:23:46,120 +15 مليون + +367 +00:23:49,010 --> 00:23:54,110 +الآن الـ 15 مليون قداش صافي تشغيلية قلنا هي 3.5 + +368 +00:23:54,110 --> 00:23:58,350 +ضرب مليون بيطلع 3.5 مليون يبقى صافي الدخل قبل + +369 +00:23:58,350 --> 00:24:03,710 +الضرائب 11.5 مليون دينار يبقى نضربها في 16.5 مليون + +370 +00:24:03,710 --> 00:24:08,670 +دينار بيطلع عندي 1,897,5 مليون دينار يبقى صافي + +371 +00:24:08,670 --> 00:24:16,390 +أرباح الشركة بعد الضريبة 9,625,000 دينار طيب هذا + +372 +00:24:16,390 --> 00:24:21,330 +بالنسبة لمين؟ لشركة هونج كونج نيجي للشركة اللي هو + +373 +00:24:21,330 --> 00:24:24,390 +العقبة أو الشركة اللي موجودة في العقبة بكأب + +374 +00:24:24,390 --> 00:24:29,040 +بيبيعوا هم بيبيعوا طبعًا زي ما شفنا بيبيع ب 60 + +375 +00:24:29,040 --> 00:24:33,080 +دولارًا للوحدة 60 في مليون 60 مليون يبقى لما أتكلم + +376 +00:24:33,080 --> 00:24:37,520 +هنا عن 60 مليون دينار تكلفة المبيعات قداش بقى بشرط + +377 +00:24:37,520 --> 00:24:41,840 +العقبة من هونج كونج 22 مليون يبقى 60 وهنا بتساوي + +378 +00:24:41,840 --> 00:24:46,040 +تكلفة المبيعات 28 طيب الرسوم الجمركية قداش جالك + +379 +00:24:46,040 --> 00:24:50,700 +عبارة عن تكلفة المبيعات ضرب ال 15% بتطلع 4 مليون و 200 + +380 +00:24:50,700 --> 00:24:55,580 +ألف يبقى بقول مجمل الدخل يساوي 60 مليون + +381 +00:24:55,920 --> 00:25:01,820 +ناقص 28 مليون ناقص رسوم الجمركية 4 مليون و 200 ألف بطلع + +382 +00:25:01,820 --> 00:25:08,010 +عندك 27.8 مليون واضح طيب قداش مصروفات التشغيلية + +383 +00:25:08,010 --> 00:25:11,450 +الطارئة في السؤال جالك مصروفات التشغيلية 25 مليون + +384 +00:25:11,450 --> 00:25:16,490 +يبقى عندي أنا صافي الدخل قبل الضريبة 2.8 مليون في 35% بيطلع + +385 +00:25:16,490 --> 00:25:22,710 +عندي 980 ألف يبقى صافي الدخل بعد الضرائب قداش مليون + +386 +00:25:22,710 --> 00:25:26,910 +و 820 ألف دراهم لاحظوا معايا تمام طب نيجي نشوف + +387 +00:25:26,910 --> 00:25:31,310 +الشركة ككل جالك كل شركة ككل ما كان باعت الشركة + +388 +00:25:31,310 --> 00:25:36,820 +للمستهلك النهائي 60 دينار 60 في مليون 60 مليون طب + +389 +00:25:36,820 --> 00:25:40,540 +قداش تكلفة المبيعات أول مرة شرت فيها قداش شرت 13 + +390 +00:25:40,540 --> 00:25:45,180 +دينار تكلفة الإنتاج 13 مليون 13 مليون طب قداش + +391 +00:25:45,180 --> 00:25:47,840 +الرسوم الجمركية كنا بنجمع اللي هو زي أدي اللي هو + +392 +00:25:47,840 --> 00:25:52,160 +ما نفعش أضربها كلها في 15% صح ولا لأ إذا بجمع أنا + +393 +00:25:52,160 --> 00:25:55,660 +اللي هو المبالغ اللي هو الرسوم الجمركية اللي دفعت في + +394 +00:25:55,660 --> 00:25:57,960 +هونج كونج زائد الرسوم الجمركية اللي دفعت في العقبة + +395 +00:25:57,960 --> 00:26:02,300 +بطلع أربع مليون و 200 ألف طيب نيجي على اللي هو + +396 +00:26:02,300 --> 00:26:06,260 +مجمل الدخل مجمل الدخل عبارة عن ايش 60 مليون ناقص + +397 +00:26:06,260 --> 00:26:08,940 +13 مليون ناقص 4 مليون و 200 بطلع 2 و + +398 +00:26:08,940 --> 00:26:13,300 +40 مليون و 8 طيب مصروفات التشغيل عبارة عن + +399 +00:26:13,300 --> 00:26:18,160 +ايش قالك عبارة عن 15 مليون زائد ال 27 و 8 بطلع + +400 +00:26:18,160 --> 00:26:26,330 +2 و 42 مليون و 8 واضح طيب آسف 3 و + +401 +00:26:26,330 --> 00:26:30,530 +نص مليون 3 مليون و نص زائد 25 بتطلع + +402 +00:26:30,530 --> 00:26:34,430 +28 مليون و نص لأن مجمل الدخل عبارة عن 60 + +403 +00:26:34,430 --> 00:26:37,970 +ناقص 13 ناقص 4 مليون و 200 بتطلع 4 + +404 +00:26:37,970 --> 00:26:40,650 +مليون و 42 مليون و 8 تمامية بتطلع منه + +405 +00:26:40,650 --> 00:26:43,210 +مصروفات التشغيل اللي هي مجموع هذا وهذا 28 و + +406 +00:26:43,210 --> 00:26:45,730 +20 مليون و 500 بتطلع عندي صافي الدخل قبل + +407 +00:26:45,730 --> 00:26:49,480 +الضرائب 14 مليون و 300 طيب الضرائب بضرب + +408 +00:26:49,480 --> 00:26:52,540 +في الرسم قولنا لا لازم أجمع الرقم اللي دفعته أنا + +409 +00:26:52,540 --> 00:26:55,340 +في هونج كونج مع الرقم اللي دفعته في العقبة بطلع + +410 +00:26:55,340 --> 00:26:59,620 +عندي 2.87 مليون يبقى صافي الدخل للشركة كل 4 .. + +411 +00:26:59,620 --> 00:27:03,700 +11.422.500 مين أفضل صافي الدخل بعد الضريبة اللي + +412 +00:27:03,700 --> 00:27:09,010 +بحوله في سعر 28 تمام؟ اللي هو طلب عندي 11 مليون و + +413 +00:27:09,010 --> 00:27:14,090 +422 و 500 أنا بحكي للشركة كل طبعة ولا صافي الدخل + +414 +00:27:14,090 --> 00:27:18,390 +بعد الضرائب لما كانت ب 20 مليون اللي هي 17.722.500 + +415 +00:27:18,390 --> 00:27:22,770 +قول الواحدة يكون عندي الأفضل على الإطلاق وعبارة عن + +416 +00:27:22,770 --> 00:27:27,650 +التحويل بسعر 28 دولار للوحدة وهذا ناتج عن ايش؟ + +417 +00:27:27,650 --> 00:27:31,230 +على أن الضريبة في الأردن عالية بينما الضريبة في + +418 +00:27:31,500 --> 00:27:36,260 +اللي هو هونج كونج واطية إضافة لذلك يوجد أصول + +419 +00:27:36,260 --> 00:27:40,060 +جمركية 15% هنا زي ما احنا شايفين وبالتالي 15% + +420 +00:27:40,060 --> 00:27:44,960 +حسبت أكثر من 800 على ال 28 مليون بينما فوق الحسبة على + +421 +00:27:44,960 --> 00:27:47,820 +الـ طبعًا احنا في الأخير مش هي الرسوم الجمركية + +422 +00:27:47,820 --> 00:27:50,720 +اللي أفرجت اللي أفرج بدرجة أولى هو الضريبة و + +423 +00:27:50,720 --> 00:27:54,580 +ارتفاع معدلات الضريبة وبالتالي لما صافي الدخل قبل + +424 +00:27:54,580 --> 00:27:57,140 +الضريبة صارت 2.8 مليون معناته الضريبة اللي + +425 +00:27:57,140 --> 00:28:00,660 +أُخذت أجل وبالتالي يكون مجموع الضريبة اللي ضحت + +426 +00:28:00,660 --> 00:28:05,560 +فيها في حالة ال 28 دينار للوحدة التحويل بتكون إن هي + +427 +00:28:05,560 --> 00:28:08,520 +عبارة عن 2 مليون و 700 ألف و 700 و 5 + +428 +00:28:08,520 --> 00:28:12,240 +مئة بينما الضريبة اللي كنت هتدفعها في هذه الحالة زي + +429 +00:28:12,240 --> 00:28:15,640 +ما هتشوفين 4 مليون و 700 ألف و 700 و + +430 +00:28:15,640 --> 00:28:20,380 +500 وبالتالي الأفضل لي كشركة كل إن أحول + +431 +00:28:20,380 --> 00:28:23,280 +بـ 28 مليون بـ 28 دولار للوحدة + +432 +00:28:23,280 --> 00:28:28,090 +وهيك أنا بقدر أحقق أرباح أكثر أظن هيك واضحة الأمور + +433 +00:28:28,090 --> 00:28:31,830 +طبعًا العوامل الأخرى اللي بتأثر على أسعار التحويل + +434 +00:28:31,830 --> 00:28:35,370 +في عوامل المنافسة أنا ليش برات بحول في سعر + +435 +00:28:35,370 --> 00:28:39,210 +التكنولوجيا وبحولش في سعر السوق عشان أعطي فرعي أو + +436 +00:28:39,210 --> 00:28:42,630 +شركة تابعة في الدول اللي لها فيها فرصة لها تنافس + +437 +00:28:42,630 --> 00:28:46,070 +وبالتالي ببحولها في سعر منخفض تقريبًا في سعر منخفض + +438 +00:28:46,070 --> 00:28:50,550 +وسعر منافس كذلك في عندنا بخاطر ارتفاع الأسعار قد + +439 +00:28:50,550 --> 00:28:53,110 +يؤدي عامل منافسة وسوق جمهورية على وردات بداية الشركة + +440 +00:28:53,110 --> 00:28:56,550 +التحويل بأسعار التحويل المنخفضة إلا أن مخاطر + +441 +00:28:56,550 --> 00:28:59,450 +التضخم بارتفاع مستوى العالم للأسعار قد يؤثر في + +442 +00:28:59,450 --> 00:29:03,770 +قرارات التحويل أو أسعار التحويل كذلك المخاطر + +443 +00:29:03,770 --> 00:29:08,050 +السياسية والاقتصادية والاجتماعية وخلّينا نقف عند + +444 +00:29:08,050 --> 00:29:12,180 +هذه النقطة يعطيكم العافية جزاك الله كل خير ونرجو + +445 +00:29:12,180 --> 00:29:15,360 +الله سبحانه وتعالى لنا ولكم التوفيق والسداد، + +446 +00:29:15,360 --> 00:29:19,520 +نلقاكم على خير، وهكذا نكون خلصنا الفصل السادس بإذن + +447 +00:29:19,520 --> 00:29:22,540 +الله سبحانه وتعالى، وخلصنا المساء، ونسأل الله + +448 +00:29:22,540 --> 00:29:24,580 +سبحانه وتعالى لكم التوفيق والسداد، ويعطيكم + +449 +00:29:24,580 --> 00:29:26,980 +العافية، نلقاكم على خير diff --git a/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/cY0fp_fbJWM.srt b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/cY0fp_fbJWM.srt new file mode 100644 index 0000000000000000000000000000000000000000..3367557b6ea575628020b6f3479b159fb27c78f7 --- /dev/null +++ b/PL9fwy3NUQKwYORUcVT0jsvxQKyCvoR5LU/cY0fp_fbJWM.srt @@ -0,0 +1,2770 @@ +1 +00:00:01,400 --> 00:00:04,240 +أعود بالله السميع العليم، بسم الله الرحمن الرحيم، الحمد لله + +2 +00:00:04,240 --> 00:00:08,400 +وكفى، والصلاة والسلام على نبيه المصطفى، وبعد، أبناء + +3 +00:00:08,400 --> 00:00:12,140 +الطلبة الأعزاء، السلام عليكم ورحمة الله تعالى وبركاته + +4 +00:00:12,140 --> 00:00:16,440 +ها نحن بفضل الله سبحانه وتعالى نلتقي مجددا في مساق + +5 +00:00:16,440 --> 00:00:19,800 +المحاسبة الدولية في المحاضرة المصورة الأولى بإذن + +6 +00:00:19,800 --> 00:00:24,640 +الله سبحانه وتعالى، من الفصل السادس: الضرائب الدولية + +7 +00:00:24,640 --> 00:00:29,850 +وأسعار التحويل الدولية. وبداية نقول الحمد لله على + +8 +00:00:29,850 --> 00:00:34,870 +سلامتكم بعد ما المعركة "سيف القدس" التي خاضها شعبنا + +9 +00:00:34,870 --> 00:00:38,810 +ونسال الله سبحانه وتعالى لنا ولكم التوفيق والرشاد + +10 +00:00:38,810 --> 00:00:43,510 +والسداد. سنتناول في هذا الفصل بِإذنِ الله سبحانه وتعالى + +11 +00:00:43,510 --> 00:00:47,170 +التمهيد ثم المصطلحات، وسنتكلم عن اختلاف النظم + +12 +00:00:47,170 --> 00:00:50,760 +الضريبية الوطنية. ولو نتكلم عن وطنية، أي كل دولة لها + +13 +00:00:50,760 --> 00:00:54,500 +نظام ضريبي خاص بها، وهذا النظام هو بنسميه نظام وطني + +14 +00:00:54,500 --> 00:00:58,780 +لأنه خاص بكل دولة ومواطنيها، ومواطني هذه الدولة + +15 +00:00:58,780 --> 00:01:01,180 +هنتكلم عن أنواع الضرائب سواء كانت مباشرة أو غير + +16 +00:01:01,180 --> 00:01:04,040 +مباشرة، وطبعا هذا الكلام أنتم أخذته في محاسبة + +17 +00:01:04,040 --> 00:01:07,620 +الضرائب، ولكن للتأكيد هنتكلم عن الأبعاد الضريبية + +18 +00:01:07,620 --> 00:01:11,320 +ومداخل الحساب الضريبي، ومن ثم ننتقل إلى موضوعنا + +19 +00:01:11,320 --> 00:01:14,240 +وهو موضوع هذا الفصل في المحاسبة الدولية وهو + +20 +00:01:14,240 --> 00:01:17,740 +الحساب الضريبي من منظور معيار المحاسبة الدولية + +21 +00:01:17,740 --> 00:01:24,060 +يعني هنتكلم على شركة أم أو شركة قابضة، اللي هي مجموعة + +22 +00:01:24,060 --> 00:01:27,930 +من الشركات التابعة في دول أخرى، أنظمتها الضريبية + +23 +00:01:27,930 --> 00:01:31,970 +مختلفة، أو لها مجموعة في دول أخرى أنظمتها الضريبية + +24 +00:01:31,970 --> 00:01:36,270 +مختلفة، فعن أي ضريبة تتحاسب؟ وعن أي ضريبة يتم + +25 +00:01:36,270 --> 00:01:40,850 +التعامل؟ بعد ذلك سننتقل لموضوع غاية في الأهمية وهو + +26 +00:01:40,850 --> 00:01:45,030 +مرتبط بالضريبة ومرتبط بأسعار التحويل الدولية، عندما + +27 +00:01:45,030 --> 00:01:47,890 +تقوم أو يقوم المركز الرئيسي بالتحويل إلى فرع إليه + +28 +00:01:47,890 --> 00:01:52,870 +في دولة أخرى، أم عندما يقوم المركز الرئيسي بالتحويل + +29 +00:01:52,870 --> 00:01:55,990 +إلى شركة تابعة، أو العكس، عندما يقوم فرع بالتحويل إلى + +30 +00:01:55,990 --> 00:01:59,230 +مركز رئيسي، أو فرع يقوم بالتحويل إلى فرع، طبعا هذا + +31 +00:01:59,230 --> 00:02:03,790 +الفرع الثاني يكون في دولة أخرى، وبالتالي كل شركة + +32 +00:02:03,790 --> 00:02:07,270 +تتعامل مع الأنظمة الضريبية الوطنية في تلك الشركة. + +33 +00:02:07,270 --> 00:02:10,110 +هنتكلم بعد ذلك على مداخل تحدد أسعار التحويل + +34 +00:02:10,110 --> 00:02:13,750 +الدولية، وعندنا أربع مداخل رئيسية هي: مدخل أسعار السوق + +35 +00:02:13,750 --> 00:02:17,970 +الخارجية، أنه بيتعامل معها كشركة خارجية، زي ما +36 +00:02:17,970 --> 00:02:21,050 +يبيع لأي شركة أخرى. عندنا مدخل التكلفة التاريخية، + +37 +00:02:21,050 --> 00:02:25,570 +بيبيع حسب التكلفة الجديدة، كلفتني أنا كشركة أمريكية + +38 +00:02:25,570 --> 00:02:28,530 +للفرع في الدولة الأخرى. عندنا مدخل أسعار التفاوضية، + +39 +00:02:28,530 --> 00:02:32,250 +سعر تفاوضي. وعندنا مدخل السعر التناظري الذي يزاوج + +40 +00:02:32,250 --> 00:02:36,930 +بِين أسعار السوق الخارجية وأسعار أو مدخل التكلفة + +41 +00:02:36,930 --> 00:02:40,770 +الداخلية. ثم سنتكلم على عوامل مؤثرة في تحديد أسعار + +42 +00:02:40,770 --> 00:02:46,810 +التحويل الدولية بإذن الله سبحانه وتعالى. الآن ننتقل + +43 +00:02:46,810 --> 00:02:50,390 +إلى شرح هذه المحاور. تمهيد: شهد آخر ربع من + +44 +00:02:50,390 --> 00:02:52,730 +القرن العشرين زيادة ملحوظة في حجم الاستثمارات + +45 +00:02:52,730 --> 00:02:55,950 +الأجنبية والتبادل التجاري على المستوى الدولي، وهذا + +46 +00:02:55,950 --> 00:02:59,230 +قلناه في المصادق سابقا، لما قلنا في انتشار للشركات + +47 +00:02:59,230 --> 00:03:03,450 +متعددة الجنسيات وانتشار للشركات اللي هي العابرة + +48 +00:03:03,450 --> 00:03:07,320 +للقارات والعابرة للدول. وهذا أدى لظهور مجموعة جدا + +49 +00:03:07,320 --> 00:03:10,400 +متغيرات بيئية التي أوجبت على مدراء الشركات + +50 +00:03:10,400 --> 00:03:13,780 +التعامل معها، وإنها لا تقل أهمية عن مشكلة أسعار صرف + +51 +00:03:13,780 --> 00:03:17,480 +العمليات الأجنبية، وهي مشكلة الحساب الضريبي الدولي + +52 +00:03:17,480 --> 00:03:21,460 +وآثارها على القرارات أو قرارات الاستثمار الأجنبي. + +53 +00:03:21,910 --> 00:03:25,930 +تصور أنت بتشتغل، تربح في دولة مثلا مبلغ معين، تيجي + +54 +00:03:25,930 --> 00:03:29,610 +60% من هذه الضريبة تروح للدولة، وأنت تسحب لبلدك أو + +55 +00:03:29,610 --> 00:03:33,130 +تأخذ ترجع ببلدك أو تحصل من استثمارك في هذه الدولة + +56 +00:03:33,130 --> 00:03:38,370 +40%، بينما دولة ثانية بيكون ضريبتها مثلا 30% + +57 +00:03:38,370 --> 00:03:44,030 +وبالتالي أنت بتاخد 70%، والدولة تأخذ 30%. وكان الاثنين + +58 +00:03:44,030 --> 00:03:46,210 +نفس المبلغ في أي دولة في الاستثمار، في الأولى اللي + +59 +00:03:46,210 --> 00:03:50,370 +بتاخد ستين في المئة من أرباحك هي ضريبة، أما + +60 +00:03:50,370 --> 00:03:53,950 +الاستثمار في الدولة الثانية اللي بتاخد فقط ثلاثين + +61 +00:03:53,950 --> 00:03:56,810 +في المئة من أرباحك ضريبة، والباقي كله يعود إليك. + +62 +00:03:56,810 --> 00:04:00,230 +طبعا هذا بيأثر على القرارات الاستثمارية، وقرارات + +63 +00:04:00,230 --> 00:04:04,900 +وشكل التنظيم الإداري لمين؟ للمستثمر. فيه كشكل وتمويل + +64 +00:04:04,900 --> 00:04:08,220 +عملية الاستثمار، ومتى يمكن إثبات عناصر الإيرادات + +65 +00:04:08,220 --> 00:04:11,400 +والمصروفات، وما هي أسعار التحويل المستخدمة، وكيف يتوزع + +66 +00:04:11,400 --> 00:04:15,180 +الأرباح، والتحويلات الأموال من وإلى الخارج بقصد + +67 +00:04:15,180 --> 00:04:18,080 +من وإلى الخارج، اللي هو طبعا لما نتكلم عن الشركة + +68 +00:04:18,080 --> 00:04:19,700 +القابضة أو الشركة اللي قامت في دولة، والشركات + +69 +00:04:19,700 --> 00:04:23,300 +التابعة أو الفروع في دولة أخرى. وعادة ترغب + +70 +00:04:23,300 --> 00:04:25,740 +إدارة الشركة الدولية في خفض الضرائب الدولية قدر + +71 +00:04:25,740 --> 00:04:28,560 +الإمكان، وفي الواقع فالنظم الدولية بتختلف بين الدول + +72 +00:04:28,560 --> 00:04:31,760 +نتيجة اختلاف الظروف البيئية المختلفة، ووفق القواعد + +73 +00:04:31,760 --> 00:04:34,660 +القانونية والتشريعية فإن من حق كل دولة فرض الضرائب + +74 +00:04:34,660 --> 00:04:38,080 +على الدخول المتحققة داخل حدودها الإقليمية، لزيادة + +75 +00:04:38,080 --> 00:04:41,280 +مواردها الحكومية. احنا بنعرف أن من أهم موارد + +76 +00:04:41,280 --> 00:04:44,030 +الحكومة هي الضرائب، والجباية، وهذه الضرائب + +77 +00:04:44,030 --> 00:04:46,790 +والجباية هي اللي تشكل الحكومة بالقيام بوظائفها + +78 +00:04:46,790 --> 00:04:50,790 +الرئيسية اللي من خلالها تقوم بخدمة المجتمع وتحقيق + +79 +00:04:50,790 --> 00:04:56,590 +الأمن وتحقيق القضاء والعدل وتحقيق الرفاه للمجتمع. + +80 +00:04:56,590 --> 00:05:00,890 +ويظهر اختلاف هذه النظر من حيث معالجتها لأرباح + +81 +00:05:00,890 --> 00:05:04,150 +وخسائر فروق أسعار الصرف، الصرف وحول هذه الإيرادات + +82 +00:05:04,150 --> 00:05:06,470 +اللي تتعد قابلة لخضوع الضريبة، وكيفية إثبات + +83 +00:05:06,470 --> 00:05:10,680 +المصروفات التي حققت هذه الإيرادات، وما هي الضرائب، وما + +84 +00:05:10,680 --> 00:05:12,840 +هي الضرائب، هل هي تتم التركيز على الضرائب المباشرة + +85 +00:05:12,840 --> 00:05:16,240 +اللي هنتحكيها كمان شوية، ولا الضرائب غير المباشرة؟ + +86 +00:05:16,240 --> 00:05:19,440 +وكذلك مدى الالتزام بالقوانين والتشريعات الضريبية. + +87 +00:05:19,440 --> 00:05:22,780 +نبدأ أولا في تعريف المصطلحات، ونتبهوا لها كويس + +88 +00:05:22,780 --> 00:05:28,880 +أنها شيء مهم. التأجيل الضريبي (Deferred Tax) إجراء + +89 +00:05:28,880 --> 00:05:32,700 +يسمح بتأجيل إجراءات الحساب الضريبي للدخول المتولدة + +90 +00:05:32,700 --> 00:05:36,080 +من المصادر الأجنبية حتى يقول المستخدم استلم حصصه + +91 +00:05:36,080 --> 00:05:41,440 +من الأرباح الموزعة، يعني ما بتتمش توزيع أرباح تماما + +92 +00:05:41,440 --> 00:05:45,660 +من أرباح الشركة مباشرة، وإنما بتتم فرض الضريبي على + +93 +00:05:45,660 --> 00:05:51,680 +الحصص من الأرباح الموزعة. المصطلح الثاني: الخصم + +94 +00:05:51,680 --> 00:05:55,100 +الضريبي (Tax Credit) إجراء يتيح لشركة الأم تخفيض + +95 +00:05:55,100 --> 00:05:57,340 +التزاماتها الضريبية المحلية بمقدار الضرائب + +96 +00:05:57,340 --> 00:06:00,860 +الأجنبية على الدخل التي تم سدادها بالفعل، يعني احنا + +97 +00:06:00,860 --> 00:06:05,080 +عمليا بنمكن الشركة الأم تخفض التزاماتها الضريبية + +98 +00:06:05,080 --> 00:06:07,860 +يعني بدل ما تكون مدينة مبلغ كبير، لا، بنجلل هذا + +99 +00:06:07,860 --> 00:06:11,200 +المبلغ بمقدار الضرائب الأجنبية على الدخل التي تم + +100 +00:06:11,200 --> 00:06:17,200 +سدادها بالفعل. الملاذ الضريبي (Tax Haven) إجراء يوفر + +101 +00:06:17,200 --> 00:06:20,300 +بعض المزايا الضريبية، كإخضاع الدخل لمعدلات مخفضة أو + +102 +00:06:20,300 --> 00:06:24,080 +إعفاء بعض أنواع الدخل من الخضوع أو عدم إخضاع الدخل + +103 +00:06:24,080 --> 00:06:27,380 +للضريبة حتى يتم الإعلان عن توزيعات الأرباح وغيرها + +104 +00:06:27,380 --> 00:06:30,680 +من المزايا الضريبية. إذا قلنا هو إجراء يوفر مزايا + +105 +00:06:30,680 --> 00:06:36,280 +ضريبية، تبقى طبعا + +106 +00:06:36,280 --> 00:06:40,240 +يمكن أو يخضع الدخل لمعدلات ضريبية مخفضة أو إعفاءات + +107 +00:06:40,240 --> 00:06:46,460 +أو عدم فرض اللي هو الضريبة حتى يتم الإعلان عن توزيع + +108 +00:06:46,460 --> 00:06:49,200 +الأرباح وغيرها من المزايا الضريبية. فين العدالة + +109 +00:06:49,200 --> 00:06:53,680 +الضريبية (Tax Equity)؟ أن يعمل دافع الضريبة ضد ظروف + +110 +00:06:53,680 --> 00:06:57,580 +واحدة، معاملة واحدة، تماما، وبالتالي تعمل الضريبة على + +111 +00:06:57,580 --> 00:07:01,280 +الدخل المحقق من الخارج نفس معاملة الضريبة المحقق من + +112 +00:07:01,280 --> 00:07:05,460 +الدخل محليا. عندنا كمان حاجة اسمها الحياد الضريبي + +113 +00:07:07,510 --> 00:07:09,990 +(Tax Neutrality): المساواة في المعاملة الضريبية لنفس الأنشطة من + +114 +00:07:09,990 --> 00:07:12,430 +الخارج أو من الداخل، وعليه تعتبر الشركة التابعة + +115 +00:07:12,430 --> 00:07:16,110 +الأجنبية منشأة محلية تعمل في الخارج على تكلفة + +116 +00:07:16,110 --> 00:07:20,550 +الحياد الضريبي، يعني بتعامل مع الشركة التابعة + +117 +00:07:20,550 --> 00:07:28,690 +الأجنبية كأنها شركة محلية، وبنعملها بنفس المنظومة + +118 +00:07:28,690 --> 00:07:32,970 +الضريبية المستخدمة من نسب وخضوع وإعفاءات. أسعار + +119 +00:07:32,970 --> 00:07:37,170 +التحويل (Transfer Pricing): القيمة المحتسبة للسلع أو + +120 +00:07:37,170 --> 00:07:40,240 +الخدمات المحولة بين الشركات التي تجمعها ملكية واحدة + +121 +00:07:40,240 --> 00:07:43,920 +محلية أو دولية. نتكلم عن أسعار التحويل، عندنا أسعار + +122 +00:07:43,920 --> 00:07:48,580 +تحويل أيضا محلية (Local Transfer Pricing)، وعندنا + +123 +00:07:48,580 --> 00:07:51,340 +أسعار تحويل دولية اللي بنسميها (International + +124 +00:07:51,340 --> 00:07:54,540 +Transfer Pricing)، هي أسعار التحويل بين الأقسام + +125 +00:07:54,540 --> 00:07:56,800 +الداخلية والفروع الإقليمية للشركة المحلية. تبارك + +126 +00:07:56,800 --> 00:08:01,480 +الشاطرة داخل حدود الإقليمية للدولة إذا هنا بنتكلم + +127 +00:08:01,480 --> 00:08:04,580 +احنا على فروع داخل دولة معينة، يعني يعتبر كله + +128 +00:08:04,580 --> 00:08:08,580 +محلي، لكن أسعار التحويل الدولية هي بين مين ومين، + +129 +00:08:08,580 --> 00:08:11,300 +بين المركز الرئيسي والفروع أو الشركة الأم وشركات + +130 +00:08:11,300 --> 00:08:15,240 +التابعة في دول أجنبية، فاهمين عليّ؟ وهنا بنتكلم + +131 +00:08:15,240 --> 00:08:16,940 +احنا على الدول مين الأجنبية + +132 +00:08:19,920 --> 00:08:23,180 +طيب، ما هو السبب في اختلاف النظم الضريبية الوطنية؟ + +133 +00:08:23,180 --> 00:08:27,200 +ليش كل دولة لها نظام ضريبي معين؟ لكي تمارس الشركة + +134 +00:08:27,200 --> 00:08:29,700 +الدولية أعمالها إما عن طريق تصدير بضاعة أو خدمات + +135 +00:08:29,700 --> 00:08:32,900 +أو دخول في الأسواق من خلال استثمارات مباشرة أو + +136 +00:08:32,900 --> 00:08:35,620 +استثمارات غير مباشرة والشركة اللي بتقوم بعمل في + +137 +00:08:35,620 --> 00:08:38,400 +دولة أخرى من خلال فروع أو شركات تابعة تقطع نفسها + +138 +00:08:38,400 --> 00:08:41,440 +للدراعي في هذه الدولة، من ثمّ طالما إدارة هذه + +139 +00:08:41,440 --> 00:08:43,820 +الشركات فاهمة للنوع الضريبي اللي تختلف كثير عن + +140 +00:08:43,820 --> 00:08:48,030 +دولة إلى أخرى، يعني بنلاقي في اختلاف في نسبة الضرائب + +141 +00:08:48,030 --> 00:08:50,910 +من دولة لأخرى، في اختلاف في الدخل الخاضع للضريبة + +142 +00:08:50,910 --> 00:08:54,650 +من دولة لأخرى، وبالتالي أي مستثمر بالاستثمار يحرص + +143 +00:08:54,650 --> 00:08:58,010 +على الاستثمار في الدول ذات الضريبة المخفضة غالباً + +144 +00:08:58,010 --> 00:09:02,970 +ويلاحظ بأنه لكل دولة نظام ضريبي خاص يتمثل بما + +145 +00:09:02,970 --> 00:09:05,710 +يليها، يعني كل دولة فيها أنواع متعددة من الضرائب، + +146 +00:09:05,710 --> 00:09:07,890 +فيها ضرائب مباشرة، ضرائب غير مباشرة، فيها ضرائب + +147 +00:09:07,890 --> 00:09:11,300 +أفراد، فيه مشتريات، فيه غيرها، طيب أنا بتكلم الآن + +148 +00:09:11,300 --> 00:09:14,960 +افترض أن سنة رابعة أخذته في المحاسبة الضريبية + +149 +00:09:14,960 --> 00:09:19,500 +اختلاف معدلات الضريبية الضريبة بين عدم وجود ضريبة + +150 +00:09:19,500 --> 00:09:22,560 +إلى ضرائب قد تصل إلى 60% على الدخل في بعض الدول + +151 +00:09:22,560 --> 00:09:25,160 +لاحظ اختلاف أما إعفاء + +152 +00:09:28,520 --> 00:09:33,300 +أو 60% وفي دول أكثر من 60%، اختلاف فلسفة ربط وتحصيل + +153 +00:09:33,300 --> 00:09:37,400 +الضريبة، كيف يحصلوها مقدماً، مؤخراً، القابلية، اختلاف + +154 +00:09:37,400 --> 00:09:39,960 +الإعفاءات الضريبية وحساب إيرادات ومصروفات، التحاسب + +155 +00:09:39,960 --> 00:09:45,160 +الضرائب، أنواع الضرائب، يعني الضرائب طبعاً أنواع، فيه + +156 +00:09:45,160 --> 00:09:47,820 +ضرائب مباشرة وهي ضرائب اللي تفرض مباشرة ويتحمل + +157 +00:09:47,820 --> 00:09:50,720 +أعباء المكلف ولا يستطيع نقلها للآخر، زي مين؟ ضريبة + +158 +00:09:50,720 --> 00:09:54,520 +الدخل على الأفراد أو ضريبة الدخل الشركات وبالتالي + +159 +00:09:54,520 --> 00:09:57,520 +ضريبة الدخل اللي على الموظفين مثلاً أو على الشركة + +160 +00:09:57,520 --> 00:10:02,940 +تقدرش تحملها لمين؟ للزبائن طبعاً، لو طلعنا معدلات + +161 +00:10:02,940 --> 00:10:05,980 +ضريبة الدخل في دول مختلفة، فرنسا عندها ضريبة الدخل + +162 +00:10:05,980 --> 00:10:10,690 +تلاقي ثلاثة وعشرة في المية أو ثلاثة وعشرين في المية ضريبة + +163 +00:10:10,690 --> 00:10:14,810 +ألمانيا مجسمها نوعين، يعني إذا وزعت أرباح بيكون + +164 +00:10:14,810 --> 00:10:17,350 +ثلاثين في المية على الأرباح الموزعة، إذا الأرباح + +165 +00:10:17,350 --> 00:10:20,870 +غير موزعة خمسة وأربعين في المية، اليابان سبعة و + +166 +00:10:20,870 --> 00:10:21,770 +ثلاثين، وأصفر بيه + +167 +00:10:24,980 --> 00:10:27,360 +الخمسة والثلاثين في المية، المملكة بتحترق ثلاثين في + +168 +00:10:27,360 --> 00:10:30,840 +المية، لاحظوا أن الدول ال .. يعني ال .. + +169 +00:10:30,840 --> 00:10:34,740 +الاقتصادياتها كبيرة هي لها ضرائب أكبر، كبيرة يعني + +170 +00:10:34,740 --> 00:10:38,280 +الصين ثلاثين في المية الضريبة على الدخل، الشيك + +171 +00:10:38,280 --> 00:10:40,420 +ثلاثين في المية، المكسيك أربعة وثلاثين في المية + +172 +00:10:40,420 --> 00:10:46,230 +تايوان خمسة عشر في المية، سيرانكا ستين في المية، ويلحظ + +173 +00:10:46,230 --> 00:10:48,410 +من خلال جدول اختلاف معدلات الضريبة بين دول العالم + +174 +00:10:48,410 --> 00:10:50,370 +مختلفة، كما نلاحظ أن عملية تحاسب الضريبة على دخل + +175 +00:10:50,370 --> 00:10:55,290 +الشركات يتم وفق نظامين تمام؟ ويتم فيه إخضاع الدخل + +176 +00:10:55,290 --> 00:10:57,690 +إلى إجراء التحاسب الضريبي مرتين، الأولى عندما يتم + +177 +00:10:57,690 --> 00:11:00,710 +الحصول عليه بوصفه إلى أجنبية في الدولة الأجنبية + +178 +00:11:00,710 --> 00:11:03,670 +يعني أنا لو عندي فرع في دولة أجنبية، أكيد الفرع + +179 +00:11:03,670 --> 00:11:06,590 +هيدفع للدولة اللي هو فيها، والثانية عند استلامها دي + +180 +00:11:06,590 --> 00:11:09,290 +الضريبة كانت توزيعات للأرباح من حملة الأسهم، يعني + +181 +00:11:09,290 --> 00:11:12,630 +الأسهم، حملة الأسهم في الدولة الحالية، في دولتنا مثلاً + +182 +00:11:12,630 --> 00:11:16,830 +وأنا مستثمر في دولة أخرى، شركتنا الأجنبية أو فرعنا + +183 +00:11:16,830 --> 00:11:19,330 +اللي في الدولة الأجنبية هيدفع ورشد ضريبة للدخل + +184 +00:11:19,330 --> 00:11:24,030 +ولمّا + +185 +00:11:24,030 --> 00:11:28,490 +يوزع أرباح برضه هيدفع، طبعاً المستثمرين اللي يلهم + +186 +00:11:28,490 --> 00:11:32,050 +أسهم هيكون في دولتنا وبالتالي هيدفعوا ضريبة عن اللي + +187 +00:11:32,050 --> 00:11:37,610 +هي توزيعات الأرباح أو توزيعات الأرباح اللي حملت + +188 +00:11:37,610 --> 00:11:40,970 +الأسهم في الدولة، في دولتنا طبعاً، زي ما طلبنا في + +189 +00:11:40,970 --> 00:11:43,520 +المثال، الثاني هو النظام المطبق في ألمانيا كما + +190 +00:11:43,520 --> 00:11:46,500 +يلاحظوا حول هذا النظام التخلص من ازدواج الضريبي + +191 +00:11:46,500 --> 00:11:49,820 +احنا لاحظنا أن الفرع الأجنبي أو الشركة التابعة + +192 +00:11:49,820 --> 00:11:53,640 +الأجنبية دفعت الضريبة، ولما انتجت حملة الأسهم + +193 +00:11:53,640 --> 00:11:57,220 +الموجودة في دولتنا أخذوا الأموال تحت التوزيع + +194 +00:11:57,220 --> 00:12:00,900 +الأرباح برضه دفعوا ضريبة داخل مرة ثانية + +195 +00:12:04,900 --> 00:12:07,480 +الثاني هو النظام المطبق في ألمانيا كما يلاحظوا + +196 +00:12:07,480 --> 00:12:10,520 +يحاول هذا النظام التخلص من ازدواج الضريبي عن طريق + +197 +00:12:10,520 --> 00:12:13,700 +التفرقة بين الوحدة التي حققت الدخل وبين حاملي + +198 +00:12:13,700 --> 00:12:18,280 +الأسهم حيث يتم فرض ضريبة على دخل الشركة 45% في حين + +199 +00:12:18,280 --> 00:12:20,600 +تتم إجراءات تحاسب الضريبة على أرباح الموزعة بمعدل + +200 +00:12:20,600 --> 00:12:26,240 +30%، يعني إذا الشركة ربحها موزعتش تدفع 45%، إذا وزعت + +201 +00:12:26,240 --> 00:12:33,870 +تدفع 30%، طيب ما هي الضرائب غير المباشرة؟ وتحتل + +202 +00:12:33,870 --> 00:12:35,930 +الضرائب غير المباشرة أهمية كبيرة باستخدام الضرائب + +203 +00:12:35,930 --> 00:12:38,850 +المعاصرة، وتتسبب أهمية كبيرة خاصة في دول الاتحاد + +204 +00:12:38,850 --> 00:12:42,350 +الأوروبي باعتبارها أهم وارد الحكومات المالية لتلك + +205 +00:12:42,350 --> 00:12:45,330 +الدول، وتعتبر ضريبة القيمة المضافة الأساس في مثل + +206 +00:12:45,330 --> 00:12:48,930 +هذا النوع من الضرائب، وتفرض عند كل مرحلة ومراحل + +207 +00:12:48,930 --> 00:12:52,570 +الإنتاج أو التوزيع، وتفرض فقط على قيمة مضافة خلال + +208 +00:12:52,570 --> 00:12:55,570 +مرحلة معينة، وتحسب هذه الضريبة على إجمالي مبيعات + +209 +00:12:55,570 --> 00:12:59,110 +مطروحاً منها مشتريات في كل وحدة وسيطة، ويتم توصيلها + +210 +00:12:59,110 --> 00:13:03,400 +بالضريبة عن طريق تحديد أسعار المنتجات المشتركة ثم + +211 +00:13:03,400 --> 00:13:06,340 +طرح مبلغ ضريبة القيمة المضافة من فاتورة الشراء + +212 +00:13:06,340 --> 00:13:09,800 +وبعد ذلك بنحتسب الضريبة على صافي قيمة فاتورة الشراء + +213 +00:13:09,800 --> 00:13:13,480 +مثال ثاني، شوية مثال مع بعض، يقوم أحد المصانع بإنتاج + +214 +00:13:13,480 --> 00:13:15,660 +منتج معين وقد كانت البيانات متوفرة على النحو + +215 +00:13:15,660 --> 00:13:20,880 +التالي، المواد الأولية المستخدمة عشر آلاف دينار، يتم + +216 +00:13:20,880 --> 00:13:24,060 +بيع المنتج الخام لتجارة جملة بـ 15 ألف دينار، يعني + +217 +00:13:24,060 --> 00:13:27,340 +أنا لما باخد المواد الأولية وبروح ببيعها لتجارة + +218 +00:13:27,340 --> 00:13:30,160 +جملة بـ 15 ألف دينار، يعني كده هي القيمة المضافة؟ خمس + +219 +00:13:30,160 --> 00:13:33,180 +آلاف دينار بالإضافة للألف العشر اللي أنا + +220 +00:13:33,180 --> 00:13:36,700 +شغلت فيها أو تكلفة المواد الخامة، طبعاً هذا التاجر + +221 +00:13:36,700 --> 00:13:40,380 +الجملة بيقوم بالبيع لتاجر التجزئة بـ 18000، يعني + +222 +00:13:40,380 --> 00:13:45,580 +جداش أضاف قيمة للسلعة 3000 دينار، طبعاً التاجر + +223 +00:13:45,580 --> 00:13:48,660 +التجزئة ببيع للمستهلك بـ 20000 دينار، لو لاحظنا + +224 +00:13:48,660 --> 00:13:54,020 +بنلاقي أن المصنع الأول أو الإنتاج أضاف 5000 دينار + +225 +00:13:54,020 --> 00:13:57,840 +بينما التاجر الجملة أضاف 3000 دينار، بينما التاجر + +226 +00:13:57,840 --> 00:14:00,680 +التجزئة لبيع المستهلك أضاف 2000 دينار، اللي هي جايه فيها + +227 +00:14:00,680 --> 00:14:05,820 +أن من 10000 إلى 25000 دينار قيمة مضافة، إذا علمت أن + +228 +00:14:05,820 --> 00:14:09,780 +ضريبة القيمة المضافة هي معدلها 15%، زي ما شايفين + +229 +00:14:09,780 --> 00:14:12,780 +المطموض بيان مقدار ضريبة القيمة المضافة لكل مرحلة + +230 +00:14:12,780 --> 00:14:15,860 +مراحل الإنتاج والتوزيع، ومقدار ضريبة القيمة المضافة + +231 +00:14:15,860 --> 00:14:18,900 +على مستوى القائم، نيجي نشوف مع بعض هي المصنع + +232 +00:14:18,900 --> 00:14:21,080 +الأولاني اللي كان بعمل الإنتاج، هي أسعار الشراء + +233 +00:14:21,080 --> 00:14:24,300 +الداخلية هي أسعار البيع، يبقى فيه عندنا قيمة مضافة + +234 +00:14:24,300 --> 00:14:29,500 +كده؟ 5000، يبقى لابد ضريبة 15% من ال 5000 بيطلع 750 + +235 +00:14:29,500 --> 00:14:35,940 +دينار، تاجر الجملة طبعاً شاري 15 لكن بائع 18، يبقى + +236 +00:14:35,940 --> 00:14:40,340 +عنده كده قيمة مضافة؟ 3000، بضرب 15% بيطلع 450 + +237 +00:14:40,340 --> 00:14:46,500 +دينار، تاجر التجزئة اللي بيباع للمواطن شاري 18 لكن + +238 +00:14:46,500 --> 00:14:55,420 +بايع بـ 20، علشان إذا كنت تحصل + +239 +00:14:55,420 --> 00:15:01,020 +على 1500 دينار فهي عبارة عن 15% من ال 10,000 اللي + +240 +00:15:01,020 --> 00:15:05,050 +انتم شايفينها قدامكم وبالتالي القيمة المضافة .. + +241 +00:15:05,050 --> 00:15:07,270 +الضريبة المفروض على القيمة المضافة اللي هي عشر آلاف + +242 +00:15:07,270 --> 00:15:10,450 +دينار دي الفرق بين عشر آلاف سعر الشراء الأول في + +243 +00:15:10,450 --> 00:15:14,530 +المصنع والعشرين ألف سعر البيع للمستهلك، هذه العشر + +244 +00:15:14,530 --> 00:15:17,710 +آلاف قمنا بضربها في خمسة عشر في المية بيطلع عندنا + +245 +00:15:17,710 --> 00:15:22,030 +ألف وخمسمائة، كما أن هناك أنواع أخرى من الضرائب غير + +246 +00:15:22,030 --> 00:15:24,390 +مباشرة زي ضريبة الإنتاج، وتفرض عند انتهاء من تصنيع + +247 +00:15:24,390 --> 00:15:27,470 +المنتج، يعني بفرض عليه ضريبة مجرد انتهاء من إنتاجه + +248 +00:15:27,470 --> 00:15:30,350 +ضريبة تمويل، تفرض على أسعار بيع جملة أو تجزئة في مراحل + +249 +00:15:30,350 --> 00:15:34,170 +إنتاج مختلفة، ضريبة التحويل، وتفرض على المورد المحوري + +250 +00:15:34,170 --> 00:15:37,310 +بين المشتريات، دافع الضريبة، والتي لها تأثير مباشر + +251 +00:15:37,310 --> 00:15:40,890 +على قرار المشروعات طيب، ما هي الأعباء الضريبية؟ هي + +252 +00:15:40,890 --> 00:15:42,810 +التي تؤدي لاختلاف البيئة الاقتصادية تمامًا بها + +253 +00:15:42,810 --> 00:15:45,570 +الشركات الدولية واختلاف القوانين والتشريعات + +254 +00:15:45,570 --> 00:15:47,490 +الضريبية من الدولة، أي اختلاف حجم الأعباء + +255 +00:15:47,490 --> 00:15:51,650 +الضريبية الإجمالية التي تحملها هذه الشركة ويرجع + +256 +00:15:51,650 --> 00:15:54,190 +اختلاف الأعباء الضريبية لأسباب تالية، ليش مختلفة؟ + +257 +00:15:54,650 --> 00:15:57,370 +الأعباء الضريبية كانت اختلاف المعدلات بين دول العالم + +258 +00:15:57,370 --> 00:16:00,110 +مختلفة يعني زي ما شوفنا قبل شوية في الجدول الذي + +259 +00:16:00,110 --> 00:16:03,250 +حكينا عنه قبل شوية، هان زي اللي نحن شايفينه مع بعض + +260 +00:16:03,250 --> 00:16:07,610 +كل دولة لاحظوا معي فرضت ضريبة مختلفة عن الدول + +261 +00:16:07,610 --> 00:16:10,410 +الأخرى، يعني ما فيش تجربة هنا ولا أحد مشي مقابل بعض + +262 +00:16:10,410 --> 00:16:14,030 +هااي فرنسا 3% على الموزع، الألماني 30%، لكن العجل + +263 +00:16:14,030 --> 00:16:18,410 +موزع 45%، ألماني 37.5%، وهولندا 35%، المملكة المتحدة 30 + +264 +00:16:18,410 --> 00:16:23,890 +%، سويسرا 60%، تايوان 25%، المكسيك 34%، التشيك 30%، والصين 30 + +265 +00:16:23,890 --> 00:16:26,860 +% زي ما احنا شوفنا في الـTedwell بالظبط تمام يا شباب + +266 +00:16:31,830 --> 00:16:35,230 +إذا جاءك اختلاف معدلات الضريبة، اختلاف مفهوم الدخل + +267 +00:16:35,230 --> 00:16:37,610 +الخاضع للضريبة، وارتباط هذا المفهوم بقوانين + +268 +00:16:37,610 --> 00:16:41,130 +الاستثمار ونظرة الاستثمار الأجنبي زي ما عندنا في + +269 +00:16:41,130 --> 00:16:44,130 +رصيد قانون تجاري الاستثمار، إذا مستثمر ارتفع رسومًا + +270 +00:16:44,130 --> 00:16:47,690 +يقارب مثلًا 500 ألف دينار، شركة 50 عامل يعملوا + +271 +00:16:47,690 --> 00:16:51,130 +إعفاءات ضريبية، اختلاف المسموحات والتنزيلات من وعاء + +272 +00:16:51,130 --> 00:16:54,930 +الضريبة، لأن كل دولة تسمح بنزول شغلات ولا تسمح + +273 +00:16:54,930 --> 00:16:58,890 +بنزول شغلات أخرى، اختلاف نظم إدارة الضريبة، أو تختلف + +274 +00:16:58,890 --> 00:17:02,970 +من ضريبة، مثلًا نظام انضم تفرق فيه الضريبة مرتين، ونظام انضم + +275 +00:17:02,970 --> 00:17:06,390 +تحول التخلص من ازدواج الضريبة، طب خدوا معايا مثلها و + +276 +00:17:06,390 --> 00:17:08,990 +تدبروا معايا شوية، بفرض أن الشركة تعمل في ألمانيا + +277 +00:17:08,990 --> 00:17:12,810 +وقد حققت أرباحًا صافية قبل ضريبة بقيمة 100 ألف يورو، و + +278 +00:17:12,810 --> 00:17:16,250 +تخضع هذه الأرباح لمعدل ضريبة 45%، وقد وزعت هذه الأرباح + +279 +00:17:16,250 --> 00:17:20,310 +بالكامل على حاملي الأسهم، وعندئذٍ تخضع توزيعات الأرباح + +280 +00:17:20,310 --> 00:17:23,480 +لضريبة توزيعات بمعدل 30%، وعليه final level ضريبة + +281 +00:17:23,480 --> 00:17:27,540 +النهائي هو أن أصل دخل الشركة كل 100 ألف، ضريبة + +282 +00:17:27,540 --> 00:17:32,320 +دخل الشركة 45%، زي ما شايفين بقى كده 45 ألف + +283 +00:17:32,320 --> 00:17:39,440 +توزيعات الأرباح 30%، تمام، يكون عندي ضريبة على + +284 +00:17:39,440 --> 00:17:44,500 +توزيع الأرباح 30% من الـ 45 ألف، يطلع 13500، يبقى صاف + +285 +00:17:44,500 --> 00:17:48,940 +الدخل النهائي وعبارة عن الـ 45 ألف - 13500 يطلع + +286 +00:17:48,940 --> 00:17:50,160 +31500 + +287 +00:17:51,950 --> 00:17:55,690 +مجموع الضريبة المدفوعة هي الدفع من 45 في 1000 و + +288 +00:17:55,690 --> 00:17:59,950 +بعدين الدفع اللي هو 13500، يطلع مجموع الضريبة + +289 +00:17:59,950 --> 00:18:03,850 +المدفوعة 58500، ويطلق على هذا نظام علمي ضامن + +290 +00:18:03,850 --> 00:18:07,510 +الشريحة المجزأة، نرجع لعناويننا برضه الاختلاف بين + +291 +00:18:07,510 --> 00:18:10,930 +أجهزة الضريبة من حيث وجودها وقدرتها ومنتلاك + +292 +00:18:10,930 --> 00:18:14,110 +الأصول البشرية المدربة، كذلك الحوافز الضريبية + +293 +00:18:14,110 --> 00:18:17,890 +الأجنبية وحماية الضريبة، حوافز ومزايا تمنحها الدول + +294 +00:18:17,890 --> 00:18:22,980 +للسلمية الأجنبية تجذب الاستثمارات تمام، أو تعمل + +295 +00:18:22,980 --> 00:18:26,260 +قانون تجاري اسمها زي ما قلنا، منح إعطاءات من + +296 +00:18:26,260 --> 00:18:30,320 +الضرائب أو إعفاءات، مثل .. مثل ضريبة الدخول لمدة + +297 +00:18:30,320 --> 00:18:32,460 +معينة من السنوات أو إعفاءات بعض الشرائح الداخلة من + +298 +00:18:32,460 --> 00:18:37,180 +الضريبة أو ضريبة منخفضة، فعلى سبيل المثال دولة + +299 +00:18:37,180 --> 00:18:41,540 +جزر البهاما وبرمودا وجزر كايمان لا تفرض أي ضريبة + +300 +00:18:41,540 --> 00:18:45,440 +تمام؟ بتسيبها بدون ضرائب، بهدف تشجيع المستثمرين + +301 +00:18:45,440 --> 00:18:49,830 +يستثمروا فيها بدرجة كبيرة، جزر فيرجن البريطانية + +302 +00:18:49,830 --> 00:18:53,550 +والجبلطارية بتفرض ضرائب مخفضة جدًا، مش زي الضرائب + +303 +00:18:53,550 --> 00:18:57,490 +المفروضة في نفس الدولة وهي المملكة المتحدة، هونج + +304 +00:18:57,490 --> 00:18:59,710 +كونج وليبيريا وبرمان بتفرض ضرائب محلية، ولكن + +305 +00:18:59,710 --> 00:19:04,210 +إعفاء من الدخل من مصادر أجنبية، ولاحظوا اختلاف في + +306 +00:19:04,210 --> 00:19:08,710 +قليل الحساب، مداخل التحاسب الضريبي هناك مدخلين + +307 +00:19:08,710 --> 00:19:11,590 +مختلفة للتحاسب الضريبي عند الدخول من مصادر أجنبية + +308 +00:19:11,590 --> 00:19:16,620 +وهما: وفي الأول، تفرض فيها الدولة مبدأ الضريبة داخل + +309 +00:19:16,620 --> 00:19:21,340 +حدودها، ومنها فرنسا وهونج كونج والكويت وماليزيا وبنما + +310 +00:19:21,340 --> 00:19:27,840 +وسويسرا وفنزويلا، وتعفى من الضريبة الدخول المحقق من + +311 +00:19:27,840 --> 00:19:30,760 +خارج حدودها، ويعكس هذا المدخل مفهوم العبء + +312 +00:19:30,760 --> 00:19:33,040 +الضريبي، والذي يعني أن العبء الضريبي على الشركة + +313 +00:19:33,040 --> 00:19:36,320 +التابعة الأجنبية يجب أن يعادل تلك التي اتعملها + +314 +00:19:36,320 --> 00:19:40,680 +الشركة المحلية، ويطلق على المدخل مدخل إقليمي، يعني + +315 +00:19:40,960 --> 00:19:44,860 +أنا بحمل الفرع أو الشركة التابعة بجزء من مصاريف + +316 +00:19:44,860 --> 00:19:50,780 +الشركة الأم، وبالتالي فيه يكون عدالة في التوزيع، أما + +317 +00:19:50,780 --> 00:19:55,100 +المدخل الثاني، تفرض فيها الدولة الضريبية على دخل + +318 +00:19:55,100 --> 00:19:57,400 +المصادر الأجنبية سواء كانت الشركات المقيمة أو + +319 +00:19:57,400 --> 00:20:00,340 +المواطنين، ومن هذه الدول الصين وجمهورية التشيك + +320 +00:20:00,340 --> 00:20:04,380 +الأمريكية وألمانيا واليابان وهولندا والمكسيك والمملكة + +321 +00:20:04,380 --> 00:20:08,500 +المتحدة، ويمكن يحقق هذا المدخل مفهوم الحيادية + +322 +00:20:08,500 --> 00:20:11,660 +الضريبية باعتبار الشركات كأنها جيب كموشة محلية + +323 +00:20:11,660 --> 00:20:16,620 +ويطلق على هذا المدخل مدخل عالمي، طبعًا هذا كلام مهم + +324 +00:20:16,620 --> 00:20:19,320 +أننا ننتبه له، ويلاحظ على تطبيق المدخل التحسن الضريبي + +325 +00:20:19,320 --> 00:20:22,700 +السادس، لازدواج الضريبة بأي شكل، نفس الدخل الضريبي + +326 +00:20:22,700 --> 00:20:27,020 +مرتين، ويمكن التخلص من ازدواج الضريبة بأحد الحلول + +327 +00:20:27,020 --> 00:20:29,600 +التالية، يعني احنا زي ما شفنا قبل شوية في ازدواج + +328 +00:20:29,600 --> 00:20:34,160 +ضريبة، لكون المشروع بتدفع عن الفرع في دولة أجنبية + +329 +00:20:34,160 --> 00:20:39,760 +مرة، وبتدفع على الشركة الأم مرة أخرى، تمام، عشان + +330 +00:20:39,760 --> 00:20:41,980 +أتخلص من ازدواج الضريبة، حتى وثائق اقترح لك خصم + +331 +00:20:41,980 --> 00:20:44,220 +الضريبة، وذلك عن طريق خصم العبء الضريبي من جملة + +332 +00:20:44,220 --> 00:20:47,660 +الدخل الذي تحقق من مصادر أجنبية قبل إخضاعه للضرائب + +333 +00:20:47,660 --> 00:20:51,720 +المحلية، يعني أنا بتعامل معاه بشكل مباشر بقوم بخصم + +334 +00:20:51,720 --> 00:20:55,580 +العبء الضريبي من مصادر أجنبية قبل إخضاع الشركة + +335 +00:20:55,580 --> 00:20:59,600 +للضرائب المحلية، يعني كمان أنا بحقق هذه الوثائق من + +336 +00:20:59,600 --> 00:21:02,020 +خلال أو عن طريق الاتفاقيات الضريبية + +337 +00:21:05,050 --> 00:21:07,930 +عن طريق الاتفاقيات الضريبية، حيث تتوافق الموقع لهذه + +338 +00:21:07,930 --> 00:21:10,950 +الاتفاقيات ويكون من الدول غالبًا .. مش غالبًا .. دائمًا + +339 +00:21:10,950 --> 00:21:13,790 +على كيفية وضع الحوافز الضريبية واحتمال مسبب فيها + +340 +00:21:13,790 --> 00:21:16,710 +وذلك، تخرج معظم الاتفاقيات الضريبية بين الدول الأم + +341 +00:21:16,710 --> 00:21:19,810 +والدولة المضيفة على ألا تخطأ الأرباح التي تحققها + +342 +00:21:19,810 --> 00:21:22,610 +الشركة الوطنية في الدولة المضيفة للضرائب في هذه + +343 +00:21:22,610 --> 00:21:26,870 +الدولة، كما تشمل هذه الاتفاقيات الضرائب المحسوبة + +344 +00:21:26,870 --> 00:21:30,810 +على توزيع الأرباح والفوائد التي تدفعها الشركة في + +345 +00:21:33,470 --> 00:21:37,190 +طبعًا يتكلم إنها تتفحص في الدول لحاملي الأسهم + +346 +00:21:37,190 --> 00:21:43,450 +الخارجية، ويوضح المثال التالي ويركز فيه كيفية ازدواج + +347 +00:21:43,450 --> 00:21:46,270 +الضريبة وطرح الضريبة وقصف الضريبة واتفاقية ضريبية + +348 +00:21:46,270 --> 00:21:49,510 +يعني هنقصف في حالة كان في ازدواج ضريبي، في حالة كان + +349 +00:21:49,510 --> 00:21:52,770 +في طرح ضريبي، في حالة كان قصف ضريبي واتفاقية ضريبية + +350 +00:21:52,770 --> 00:21:55,870 +هنقعد عليه المثال التالي، حققت شركة عامة + +351 +00:21:55,870 --> 00:21:58,670 +في الدولة الأمريكية دخلًا صافيًا قبل ضرائب بـ 100 مليون + +352 +00:21:58,670 --> 00:22:02,010 +دولار وهي شركة تابعة أجنبية وتفرض الدولة + +353 +00:22:02,010 --> 00:22:04,950 +الأمريكية ضريبة على دخل الشركات بمعدل 30%، كما + +354 +00:22:04,950 --> 00:22:08,310 +تفرض الدولة الأم ضريبة على المواد الداخلة 35%، يعني + +355 +00:22:08,310 --> 00:22:15,530 +الدولة الأم تفرض 35% بينما في أمريكا 30%، المطلوب + +356 +00:22:15,530 --> 00:22:19,620 +حساب صافي الدخل القابل للضريبة، ليه؟ الشركة التابعة + +357 +00:22:19,620 --> 00:22:22,220 +في الدولة الأمريكية، لما يعني لأن اعتبر في ازدواج + +358 +00:22:22,220 --> 00:22:25,860 +ضريبة إيش حصله، طرح ضريبة إيش حصله، حال وجود + +359 +00:22:25,860 --> 00:22:28,480 +اتفاقية ضريبية تمنح مجتمع الوطن المركزي إعفاء ضريبي + +360 +00:22:28,480 --> 00:22:32,060 +الشركة التابعة فيها لما يكون خاصة من ضريبة، ناخد + +361 +00:22:32,060 --> 00:22:35,280 +المثال لأنه بالأرقام تبتضح الصورة، لاحظوا تاخد + +362 +00:22:35,280 --> 00:22:38,260 +المحقق للشركة 100 مليون، طب الضريبة في الدولة + +363 +00:22:38,260 --> 00:22:41,390 +الأجنبية اللي هي أمريكا مثلًا، لاحظ 30% + +364 +00:22:41,390 --> 00:22:44,590 +هي 30% هي 30% طبعًا في + +365 +00:22:44,590 --> 00:22:47,230 +الازدواج ضريبة 30%، لأنه ما يتكلم عن ازدواج، ما يتكلم + +366 +00:22:47,230 --> 00:22:50,630 +إن في ضريبة هنا وفي ضريبة كمان، وإن في الشركة الأم + +367 +00:22:50,630 --> 00:22:54,030 +فهي نظرًا فعلاً ضريبة الشركة اللي في الولايات + +368 +00:22:54,030 --> 00:22:57,390 +المتحدة الأمريكية بتبقى عندنا 70، وبيجي يقولك + +369 +00:22:57,390 --> 00:23:00,090 +ضريبة الدخل المحلي 35%، يعني 100 - 35 + +370 +00:23:00,090 --> 00:23:07,470 +30 بتطلع كم؟ بتطلع 35 تمام، يبقى + +371 +00:23:07,470 --> 00:23:11,610 +عندنا هذه 35 هنطرحها، وبالتالي هيكون عندي + +372 +00:23:11,610 --> 00:23:14,950 +أنا اللي هو صافي الدخل بعد الضرائب في الدولة الأم + +373 +00:23:14,950 --> 00:23:21,130 +35% زي ما إحنا شايفينه، ليش؟ لأنه أنا عمليًا عمليًا دفعت + +374 +00:23:21,130 --> 00:23:27,350 +الـ 30% وبعدين دفعت الـ 35% تمام، فتوقع عندي قداش من + +375 +00:23:27,350 --> 00:23:32,490 +الـ 100 35%، واضح؟ واضح، طيب نيجي للحالة الثانية + +376 +00:23:32,490 --> 00:23:35,650 +الطرحة الضريبية لاحظ الطرحة الضريبية هي دفعنا ال 30 + +377 +00:23:35,650 --> 00:23:40,340 +% زى ما تشوفينه طبعا عبارة عن 100 مليون ضرب 30% + +378 +00:23:40,340 --> 00:23:44,660 +وهي المفروضة في أمريكا بيضل عندي 70 مليون لاحظ ال + +379 +00:23:44,660 --> 00:23:49,580 +70 مليون هنا ضرب ال 100 تمام جالك مانكس منها الدخل + +380 +00:23:49,580 --> 00:23:54,660 +اللي راح منها تبقى 70 ال 70 اضربها في 35% بيطلع + +381 +00:23:54,660 --> 00:23:59,390 +عندي 24.5% بسميه طرحة ضريبة إني بطرح قيمة الضريبة + +382 +00:23:59,390 --> 00:24:04,350 +من قيمة صافي الدخل وبقطع الرقم الصافي اللي هو + +383 +00:24:04,350 --> 00:24:08,350 +الدخل الخاص بالضريبة في الدولة لأ نسبة 25% بيطلع 24 + +384 +00:24:08,350 --> 00:24:14,550 +.5% وبالتالي الصافي الدخل النهائي هيكون 45.5% هذا + +385 +00:24:14,550 --> 00:24:16,570 +الحالة الثانية الحالة الثالثة اتفاقيات إيش هي + +386 +00:24:16,570 --> 00:24:19,050 +اتفاقيات يعني أنا باعي في الشركات اللي عندك اللي + +387 +00:24:19,050 --> 00:24:23,440 +بتخصك الفروع اللي .. اللي عندك بتخصك وأنت أفيل + +388 +00:24:23,440 --> 00:24:27,120 +الفروع بتاعتي اللي عندك اللي بتخصك عشانك لاحظ + +389 +00:24:27,120 --> 00:24:30,300 +أمريكا قال عشان في اتفاقية بينها وبين الدولة ال + +390 +00:24:30,300 --> 00:24:33,260 +.. الأخرى اللي تنتمي إليها الشركة ال ام قالك + +391 +00:24:33,260 --> 00:24:36,320 +ما اتفقش طب ما بديش منكوا ضرائب لإن في اتفاقية تعاون + +392 +00:24:36,320 --> 00:24:41,740 +وعفاء للشركات بين الدولتين فبصي صفر اتجربي عندي + +393 +00:24:41,740 --> 00:24:44,920 +مئة بفرض ضريبتي كدولة محلية خمسة وستين في المئة + +394 +00:24:44,920 --> 00:24:50,660 +بتبقى عندك قد ايش بتبقى عندك خمسة وستين في المئة طيب + +395 +00:24:50,660 --> 00:24:53,620 +في حالة الخصم الضريبي شو يعني الخصم الضريبي بركزوا + +396 +00:24:53,620 --> 00:24:57,480 +معايا هي الدخل المحقق مئة هي الضريبة ثلاثين الدخل + +397 +00:24:57,480 --> 00:25:02,380 +الخالص في الدولة كم سبعين دينار طيب بركزوا معايا + +398 +00:25:02,380 --> 00:25:07,220 +هنا الآن + +399 +00:25:07,220 --> 00:25:10,980 +لو جينا فرضنا ضريبة وين في الدولة المحلية هيكون مئة + +400 +00:25:10,980 --> 00:25:15,970 +ضرب خمسة وثلاثين قد ايش زي ما هو مقول هي 100-35 هيطلع + +401 +00:25:15,970 --> 00:25:20,910 +35 صح؟ هيقول لك أنت المفروض تدفع محليًا 35 دينار أنت + +402 +00:25:20,910 --> 00:25:25,250 +عشان أنت دفعت في أمريكا 30 دينار لازم أقسم منك فقط + +403 +00:25:25,250 --> 00:25:29,550 +5 عشان هيك بيطلع عندي أنا كالتالي زي ما حدشان فيلم + +404 +00:25:29,550 --> 00:25:33,570 +يه ناقص 35 يطلع 75 الفرق بين 30 و35 في المئة 5 في + +405 +00:25:33,570 --> 00:25:36,370 +المئة بطلعها بيطلع عند الصحيح يطلع معايا الشباب في + +406 +00:25:36,370 --> 00:25:40,050 +مكتوبة اللي المفروض أنت كتب 5 دنانير فتفضل 65 + +407 +00:25:40,050 --> 00:25:44,860 +دينار طيب المحاسبة الضريبية للدول من منظور معين محاسب + +408 +00:25:44,860 --> 00:25:49,720 +الدولي في عام 1979 صدر معيار محاسبي دولي رقم 12 + +409 +00:25:49,720 --> 00:25:52,580 +بأنوار محاسبة عن ضرائب الدخل وعودة سياقته في عام + +410 +00:25:52,580 --> 00:25:58,300 +1996 أدخلت عليه بعض التعديلات ويهدف إلى وصف + +411 +00:25:58,300 --> 00:26:01,080 +المعالجة المحاسبية لضرائب الدخل وكيفية المحاسبة على + +412 +00:26:01,080 --> 00:26:05,380 +الآثار الحالية ومستقبلية لها كمان يالك السداد + +413 +00:26:05,380 --> 00:26:07,560 +القيم المدرجة في المستقبل الموجودة أو المطلوبات تم + +414 +00:26:07,560 --> 00:26:11,960 +الالتزام بها في الميزانية العمومية المشهورة كذلك + +415 +00:26:11,960 --> 00:26:14,460 +المعاملات والأحداث الأخرى في الفترة الحالية التي + +416 +00:26:14,460 --> 00:26:17,100 +تم الترافع في بلاد المشيئة الحالية تطاق المعيار + +417 +00:26:17,100 --> 00:26:20,260 +يتضمن ضرائب التخزين الجنبي والضرائب المحلية + +418 +00:26:20,260 --> 00:26:23,380 +والأجنبية والمحددة على أساس الأرباح الخاضعة + +419 +00:26:23,380 --> 00:26:28,740 +للضريبة والضرائب المستقطعة من المنبع والواجب + +420 +00:26:28,740 --> 00:26:33,360 +سدادها من قبل الشركات التابعة للأجنبية أو المشروع + +421 +00:26:33,360 --> 00:26:37,720 +المشترك للقيام بتوزيع الأرباح للمشاريع المصدرة أو + +422 +00:26:37,720 --> 00:26:41,540 +المصدرة أو المصدرة آسف للبيانات أسس المحاسبة + +423 +00:26:41,540 --> 00:26:44,040 +الضريبية وحينما يجي على أسس المحاسبة الضريبية يشوف كيف + +424 +00:26:44,040 --> 00:26:47,640 +يتعامل مع احتساب الضريبي لكن في نص المعيار الدولي + +425 +00:26:47,640 --> 00:26:51,160 +يجب الاعتراف بالجزء غير مدفوع من الضرائب + +426 +00:26:51,160 --> 00:26:54,140 +الجارية على الفترة الحالية والفترات السابقة + +427 +00:26:54,140 --> 00:26:59,180 +كمطلوبات يعني بيصير مطلوب من الشركة تجاه ضريبة + +428 +00:26:59,180 --> 00:27:01,980 +الدخل أما إذا زاد المبلغ المدفوع على الضرائب + +429 +00:27:01,980 --> 00:27:05,020 +المتعلق من الفترة الحالية والفترات السابقة عن المبلغ + +430 +00:27:05,020 --> 00:27:08,460 +الصحيح من تلك الفترة فيجب الاعتراف بتلك الزيادة + +431 +00:27:08,460 --> 00:27:14,940 +كما موجود يعني أي غلط آسف يعني بيعترف هنا زي ما + +432 +00:27:14,940 --> 00:27:18,300 +حكيت هنا إذا زاد المبلغ المستحق عن الضرائب المتعلق + +433 +00:27:18,300 --> 00:27:20,800 +بالفترة الحالية والفترة السابقة عن المبلغ المستحق + +434 +00:27:20,800 --> 00:27:24,360 +بتلك الفترة فيجب الاعتراف بتلك الزيادة كموجودات + +435 +00:27:24,360 --> 00:27:28,140 +هذه في حالة الزيادة تمام؟ يجب الاعتراف بالمنفذ + +436 +00:27:28,140 --> 00:27:31,020 +المتعلق بالخسارة الضريبية التي يمكن ردها الفترة + +437 +00:27:31,020 --> 00:27:34,000 +السابقة لغرض استفادة الضريبة الجارية عن فترة سابقة + +438 +00:27:34,000 --> 00:27:36,900 +موجودة يعني أنا دفعت الضريبة عن فترة سابقة لكن هذه + +439 +00:27:36,900 --> 00:27:40,040 +الفترة السابقة فيها خسارة أنا بقدر أستردها وفيها + +440 +00:27:40,040 --> 00:27:43,440 +حالة يعتبر موجودة يجب الاعتراف بالمطلوبات الضريبية + +441 +00:27:43,440 --> 00:27:45,480 +المؤجلة جميع الفروقات ومؤقتة خارجة للضريبة + +442 +00:27:45,480 --> 00:27:48,140 +ومضطرة للاستثمار في الشركات التابعة للفيرور وشركات + +443 +00:27:48,140 --> 00:27:51,620 +سمية ومصالح وشركات مشتركة عندما يتم اندماج العمل + +444 +00:27:51,620 --> 00:27:55,140 +من ضيق الاقتناء يعني أنا باختنق الشركة .. يتم + +445 +00:27:55,140 --> 00:27:56,980 +توزيع التقنية في الاقتناء على الموجودات والمطلوبات + +446 +00:27:56,980 --> 00:28:00,140 +المحددة وابتناء وذلك برجوع لقيمة العدل من تاريخ + +447 +00:28:00,140 --> 00:28:04,790 +المعاملة الذي لا يسمح هذا المعيار بالاعتراف من وجود + +448 +00:28:04,790 --> 00:28:07,610 +ضريبي مؤجل ناتجة عن الفروقات المؤقتة القابلة + +449 +00:28:07,610 --> 00:28:10,910 +للإلغاء ومن طول تبت الشهرة السالبة في معالجة كتاخل + +450 +00:28:10,910 --> 00:28:15,730 +ووفق المعيار المحاسبي الدولي رقم 22 طيب يا شباب + +451 +00:28:15,730 --> 00:28:20,370 +ننتقل نكمل طبعا أنا بتكلم عن المعيار وكيف تالية + +452 +00:28:20,370 --> 00:28:26,320 +القياس طبعا أم جروة لحالتك مش مش كده نجعلها اللي هو + +453 +00:28:26,320 --> 00:28:30,900 +الحوافز الضريبية الحوافز والاتفاقيات الضريبية ما هي + +454 +00:28:30,900 --> 00:28:33,700 +الحوافز الضريبية؟ هي نتيجة لحرص الدولة على زيادة + +455 +00:28:33,700 --> 00:28:35,580 +تمويل الاقتصادي ونظر التنافس الشديد على جذب + +456 +00:28:35,580 --> 00:28:39,140 +استثمارات دولية مالية أجنبية ورغبة في تعديل + +457 +00:28:39,140 --> 00:28:42,140 +ميزان مدفوعات تجاري صالح الدولة يعني يكون هي دولة + +458 +00:28:42,140 --> 00:28:45,340 +جاذبة للاستثمار من خلال زيادة الصادرات لما أنا ب + +459 +00:28:45,340 --> 00:28:48,220 +.. لما أنا بجيب الأموال الأجنبية وبأدخلها عند + +460 +00:28:48,220 --> 00:28:51,030 +البلد وبأستثمرها أكيد حسّنت الصادرات وبالتالي + +461 +00:28:51,030 --> 00:28:54,030 +بزيادة الصادرات أكثر من الواردات وبالتالي بيتعدل + +462 +00:28:54,030 --> 00:28:57,630 +ميزان مدفوعات لصالح الدولة تلجأ الدولة لتقديم + +463 +00:28:57,630 --> 00:29:00,290 +العديد من الحوافز الضريبية أو الحوافز جاءت + +464 +00:29:00,290 --> 00:29:03,850 +بالاستثمارات الأجنبية وتشجيع الصادرات واحد حوافز + +465 +00:29:03,850 --> 00:29:06,450 +جاءت بالاستثمارات الأجنبية ومن أكثر وسائل استخدامها + +466 +00:29:06,450 --> 00:29:08,970 +دول العالم جاءت بالاستثمارات الأجنبية السياسة اتمنح + +467 +00:29:08,970 --> 00:29:11,930 +فترات من الإعفاء الضريبي لعدد سنوات وقلنا هذا + +468 +00:29:11,930 --> 00:29:15,610 +الكلام قبل شوية في قانون تجاري استثمار فلسطيني أي + +469 +00:29:18,420 --> 00:29:22,580 +بدها تستثمر في فلسطين ووفرة رأس مالها خمسين ألف دينار + +470 +00:29:22,580 --> 00:29:26,800 +شغلت خمسين عامل ممكن فيها ثلاث سنوات خمس سنوات من + +471 +00:29:26,800 --> 00:29:31,720 +اللي هو دفع الضريبة وبعدين تدفع الضريبة بشكل عادي + +472 +00:29:33,140 --> 00:29:36,100 +يُمنح استثمار من خلال أساس قوانين الاستثمار وذلك في + +473 +00:29:36,100 --> 00:29:38,800 +حالة الالتزام بـ 600 جانب طلبات الاستثمار محدد من قبل + +474 +00:29:38,800 --> 00:29:41,880 +الدولة زي ما قلنا قبل شوية اللي هو الحدود مش كل + +475 +00:29:41,880 --> 00:29:45,840 +مدى يكون استثمار بالمتعامل معاه في الإعفاء الضريبي + +476 +00:29:45,840 --> 00:29:49,580 +ولكن إذا فرط على هذا المال يستثمر في اتجاه معين أو + +477 +00:29:49,580 --> 00:29:53,980 +بعدد عامل معين أو بقيمة أو برأس مال معين أنا ممكن أعطي + +478 +00:29:53,980 --> 00:29:58,500 +هذا ال .. ال .. هذه الإعفاء حوافز تجاري تصدير + +479 +00:29:58,500 --> 00:30:01,640 +تُعطي على طريق إعفاء بعض السلع المصدرة من الضرائب + +480 +00:30:01,640 --> 00:30:04,940 +أنا لما أصدر السلع في بعض السلع بأسهل عملية تصديرها + +481 +00:30:04,940 --> 00:30:08,180 +وبأقل الضرائب عليها كذلك تخفيض الضرائب على الدخل + +482 +00:30:08,180 --> 00:30:10,680 +وتأجير الضرائب أو إلغاء بعض أنواع الضرائب المباشرة + +483 +00:30:10,680 --> 00:30:13,900 +خاصة على الشركات الصناعية التجارية على التصدير فهذا + +484 +00:30:13,900 --> 00:30:17,740 +كلام مهم جدا بشجع التصدير وبإمكان الدولة من زيادة + +485 +00:30:17,740 --> 00:30:21,580 +إنتاجيتها وبالتالي ميزان مدفوعات اندر بتتعدل بطريقة + +486 +00:30:21,580 --> 00:30:25,600 +إيجابية الاتفاقيات الضريبية فيما تحقق سياسة الحوافز + +487 +00:30:25,600 --> 00:30:27,720 +الضريبية بعض المزايا في التخفيف من العبء + +488 +00:30:27,720 --> 00:30:30,240 +الضريبي على الشركات الإنتاجية إلا أن الاتفاقات + +489 +00:30:30,240 --> 00:30:33,320 +الضريبية تصل إلى حد أبعد من ذلك للتخفيف من أثر + +490 +00:30:33,320 --> 00:30:35,320 +الضرائب الضريبية وفي نفس الوقت المحافظة على قوة + +491 +00:30:35,320 --> 00:30:37,800 +الدولة على توريد إيراداتها المحافظة على مواردها + +492 +00:30:37,800 --> 00:30:41,880 +المالية لذلك تشجع تاعتنا الدول العالم للتوقيع على + +493 +00:30:41,880 --> 00:30:45,460 +اتفاقيات ضريبية لمعالجة المشاكل المتعلقة بالضرائب + +494 +00:30:45,460 --> 00:30:50,870 +الضريبية على الاستثمارات الأجنبية زي ما قلنا + +495 +00:30:50,870 --> 00:30:54,030 +ها هي منة فعلنا مثال وقعت الولايات المتحدة + +496 +00:30:54,030 --> 00:30:58,390 +الأمريكية في بداية التسعينات من القرن العشرين خمسة وثلاثين + +497 +00:30:58,390 --> 00:31:01,830 +اتفاقية اتفاقية ضريبية على دول مع دول + +498 +00:31:01,830 --> 00:31:03,910 +العالم بخلاف الدورة الصينية كان وقعت بالقانون + +499 +00:31:03,910 --> 00:31:07,530 +حوالي سبعين اتفاقية والهدف أن هذه الاتفاقيات يكون + +500 +00:31:07,530 --> 00:31:13,670 +فيه معاملات إذا أنت عندك شركات تابعة عندك كيف يتم + +501 +00:31:13,670 --> 00:31:17,890 +التعامل فيها تحديد أسعار التحويل الدولية وطبعا + +502 +00:31:17,890 --> 00:31:21,110 +أقول إن هذا الموضوع الثاني ومهم جدا أن نتبه له + +503 +00:31:21,110 --> 00:31:24,530 +ترتبط أسعار التحويل الدولية وسلسلة تحسب الدريب + +504 +00:31:24,530 --> 00:31:27,270 +الدولي لبعض الإطباط الوثيقة ستؤثر كلاهما مشروع + +505 +00:31:27,270 --> 00:31:29,710 +مباشر على القرارات الإدارية خاصة في الشركات + +506 +00:31:29,710 --> 00:31:34,370 +الدولية وخاصة أن أسعار التحويل تتبع على مستوى + +507 +00:31:34,370 --> 00:31:37,350 +الدولي بصورة أكبر منها على مستوى المحلي، تتبع على + +508 +00:31:37,350 --> 00:31:39,810 +مستوى الدولي بصورة أكبر منها على مستوى المحلي، + +509 +00:31:39,810 --> 00:31:43,250 +محليا بفرق الشمال المضالي بنفس النسبة، لكن دوليا + +510 +00:31:43,250 --> 00:31:46,670 +مهم جدا أعرف عليا سبب التحول، تأثر وتغيرت أكثر + +511 +00:31:46,670 --> 00:31:49,480 +من ذلك الموجود محليًا لأن فيها المتغيرات الدولية + +512 +00:31:49,480 --> 00:31:53,160 +واختلافات تختلف من شركة لأخرى ومن صناعة لصناعة ومن + +513 +00:31:53,160 --> 00:31:56,460 +دولة لدولة كذلك تؤثر على العلاقات الاجتماعية + +514 +00:31:56,460 --> 00:32:00,000 +والاقتصادية والسياسية المنشأة الدولية والعلاقات + +515 +00:32:00,000 --> 00:32:03,380 +بين الدول وتعتبر مشكلة أسعار التحويل من المشاكل + +516 +00:32:03,380 --> 00:32:09,520 +الحديثة نسبيا وظهرت نتيجة لتوسع الشركات في مجال + +517 +00:32:09,520 --> 00:32:12,660 +الدولي ورغم إدارة الشركات في تقطيع عملياتها + +518 +00:32:15,050 --> 00:32:18,870 +الدولية بشكل يسمح لها بتركيز معظم أرباحها في الدول + +519 +00:32:18,870 --> 00:32:21,630 +المضيفة ذات المعادلة الدولية المقاطبة وهذا ما يسعى + +520 +00:32:21,630 --> 00:32:25,830 +إليه كل مستثمر أن يروح للدول الأقل أعباء ضريبية + +521 +00:32:25,830 --> 00:32:29,930 +وبالتالي يحصل على عوائد أكبر وبالتالي استثماره + +522 +00:32:29,930 --> 00:32:33,230 +يكون أكثر جدوى وقد حظيت باهتمام كبير قبل إدارة + +523 +00:32:33,230 --> 00:32:37,130 +الشركات الدولية لأسباب التالية: الرغبة في تحسين + +524 +00:32:37,130 --> 00:32:39,210 +إدارة الاتفاقات النقدية بين شركة الأم وشركات + +525 +00:32:39,210 --> 00:32:42,370 +التابعة الأجنبية طبعا أنا بهم كشركة أم أستثمر شركة + +526 +00:32:42,370 --> 00:32:45,030 +تابعة، أنهي جهة التدفقات المالية من هذه الشركة + +527 +00:32:45,030 --> 00:32:50,710 +التابعة وبالتالي زيادة العوائد على ربحية السهم في + +528 +00:32:50,710 --> 00:32:54,590 +الشركة alone كذلك تخفيض الضرائب ورسومها لجمهورها + +529 +00:32:54,590 --> 00:32:56,810 +الشركة الأم وشركاتها التابعة لمجموعة الدولية على + +530 +00:32:56,810 --> 00:33:00,890 +مستوى الدولي طبعا هذا بما تسعى إليه تحديد أسعار + +531 +00:33:00,890 --> 00:33:05,850 +التحويل الدولية، تجنب الصراعات مع الدول المضيفة + +532 +00:33:05,850 --> 00:33:09,070 +الدول المضيفة ليه؟ استثماراتك، تحسين مركز التنافس + +533 +00:33:09,070 --> 00:33:12,270 +للشركات الدولية الخاصة بدولتك، التخلص من المخاطر + +534 +00:33:12,270 --> 00:33:15,930 +والخسائر الناتجة عن تغيّر في أسعار الصرف الأجنبية + +535 +00:33:15,930 --> 00:33:20,550 +أو تحويل الخسائر لإحدى وحدات المجموعة الدولية + +536 +00:33:20,550 --> 00:33:27,010 +مداخل تحديد أسعار التحويل الدولية تلعب اعتبارات بها + +537 +00:33:27,010 --> 00:33:28,870 +دورًا أساسيًا في تحديد أسعار التحويل الدولي ويُثار + +538 +00:33:28,870 --> 00:33:32,790 +دائمًا في الأسئلة، هم من هي الجهة المسؤولة داخل + +539 +00:33:32,790 --> 00:33:37,360 +وحدة الدولية عن تحديد أسعار التحويل وكيف يمكن تحقيق + +540 +00:33:37,360 --> 00:33:39,920 +.. يمكن تحديد أسعار التحويل وما هي أفضل مداخل + +541 +00:33:39,920 --> 00:33:43,720 +مستخدمة فيه التحديد؟ يلعب لمحاسب الدول المركزي + +542 +00:33:43,720 --> 00:33:45,680 +والحيوي في جميع المجالات ذات العلاقة بتحدي أسعار + +543 +00:33:45,680 --> 00:33:49,900 +التحويل الدولية بدءًا بتوفير بيانات وبيانات لازمة + +544 +00:33:49,900 --> 00:33:53,700 +إدارة اتخاذ القرارات بخصوص اختيار سياسة أسعار + +545 +00:33:53,700 --> 00:33:56,440 +التحويل التي يتم تطبيقها داخل المجموعة مرورًا بشرح + +546 +00:33:56,440 --> 00:33:58,560 +وتفسير الطرق وإجراءات المستخدم لتحديد استراتيجية + +547 +00:33:58,560 --> 00:34:02,560 +التسعير أو أسعار التحويل للجهات المالية، انتهاءً + +548 +00:34:02,560 --> 00:34:05,240 +بالعداد، التقييم المالي والقوام المالي الموحدة وهذا + +549 +00:34:05,240 --> 00:34:07,800 +الأمر يطلب من المحاسب المعرفة بالاعتبارات + +550 +00:34:07,800 --> 00:34:10,700 +والظروف البيئية العالمية والتعامل مع هذه التغييرات + +551 +00:34:10,700 --> 00:34:13,780 +بصورة مجتمعية والتغييرات التي ممكن أن تطرأ على هذه + +552 +00:34:13,780 --> 00:34:17,960 +الظروف، طيب كما يطلب من المحاسب الخبرة الكافية + +553 +00:34:17,960 --> 00:34:19,780 +البتعامل مع هذه التغييرات، يمكن تحقيق أسعار التحويل + +554 +00:34:19,780 --> 00:34:23,840 +الدولية من خلال المداخل التالية: في إن مدخل أسعار + +555 +00:34:23,840 --> 00:34:28,520 +السوق الخارجية، طبعا له مجموعة من المزايا ومجموعة + +556 +00:34:28,520 --> 00:34:33,860 +من العيوب، تمام هي مهمة جدا طبعا في هذه الحالة لما + +557 +00:34:33,860 --> 00:34:37,140 +أتكلم عن سعر السوق الخارجية إن أنا بأعتبر الشركة + +558 +00:34:37,140 --> 00:34:42,380 +تمام هي شركة زيها زي أي شركة أجنبية يعني خارجية + +559 +00:34:42,380 --> 00:34:46,840 +خارج عني وبالتالي أنا بأبيعها بشكل يعني يتناسب مع + +560 +00:34:46,840 --> 00:34:51,800 +أسعار السوق بشكل أساسي، جالك يولوها عن تحديد أسعار + +561 +00:34:51,800 --> 00:34:55,480 +السوق، تحديد أسعار السوق لتعكس تسبب تخفيف التكاليف + +562 +00:34:55,480 --> 00:34:58,470 +نتيجة البيئة الداخلية، فمثلا في سعر السوق دي وحدة + +563 +00:34:58,470 --> 00:35:01,350 +عشر وحدات من النقد وتدفع الشركة تكاليف تسويقية + +564 +00:35:01,350 --> 00:35:04,270 +لسوق لهذا السعر وحدة نقدية، فسعر التحويل أساسي + +565 +00:35:04,270 --> 00:35:07,290 +السعر السوق للوحدة تبلغ تسعة وحدات من النقد ويُوفر + +566 +00:35:07,290 --> 00:35:11,490 +استخدام سعر السوق المزايا التالية: جالك تشجيع + +567 +00:35:11,490 --> 00:35:13,510 +استخدام أسعار السوق على استخدام الكوفر الامار + +568 +00:35:13,510 --> 00:35:16,270 +ديموشيا المحدودة، طبعا المحور في سعر السوق مناطقه + +569 +00:35:16,270 --> 00:35:18,870 +يُشاهد يبيع سعر أعلى من سعر السوق اللي موجود حاليا + +570 +00:35:18,870 --> 00:35:22,790 +وبالتالي يكون في إيه لهم استقلالية وبيان لمدى + +571 +00:35:22,790 --> 00:35:29,430 +كفائتهم ومدى قدبيان لنشاطهم اللي بيظهر في حالة + +572 +00:35:29,430 --> 00:35:33,970 +تحويل حسب سعر السوق الحقيقي، أما لو كان عن طريق + +573 +00:35:33,970 --> 00:35:40,050 +التكلفة يصعب ذلك لأنه بصورة زائدة، شركة أخرى تساعد + +574 +00:35:40,050 --> 00:35:41,970 +في تقييم الأداء في التقزير وذلك لأنك تماشي مع + +575 +00:35:41,970 --> 00:35:44,670 +الفكرة، استقلالية في مراكز الربحية وإحنا لما نحاول + +576 +00:35:44,670 --> 00:35:48,550 +السعر السوق كان مفروض عليها في تعامل كمركز ربحية + +577 +00:35:48,550 --> 00:35:51,670 +مطمون منها تحقق أرباح عشان تغطي سعر السوق اللي هو + +578 +00:35:51,670 --> 00:35:54,960 +بالنسبة لها تكلفة عالية، الكسب الشرقية القانونية حيث + +579 +00:35:54,960 --> 00:35:57,640 +تمشي من الطلبات القانونية للدول المضيفة كذلك + +580 +00:35:57,640 --> 00:36:00,640 +السهولة والبساطة في التطبيق والاستخدام وعلى الرغم + +581 +00:36:00,640 --> 00:36:03,060 +من هذا الميزان أنه لا يمكن إهمال بعض العيوب ومنها + +582 +00:36:03,060 --> 00:36:06,240 +عدم وجود سوق وسيط لبعض المنتجات أو خدمات المحولة + +583 +00:36:06,240 --> 00:36:08,680 +يعني بتكون حكرا على هذه الشركة وبالتالي كيف بتعرف + +584 +00:36:08,680 --> 00:36:11,580 +سعر السوق؟ عدم وجود منافسة كاملة في السوق لبعض + +585 +00:36:11,580 --> 00:36:15,200 +السلع؟ لا تعطي أسعار السوق لإدارة الشركات مجالسها + +586 +00:36:15,200 --> 00:36:18,540 +بمسار تحويل في تحقيق هدفها الاستراتيجية؟ طبعا هنقل + +587 +00:36:18,540 --> 00:36:19,180 +المدخل الثاني + +588 +00:36:22,050 --> 00:36:24,430 +وفق هذا المدخل يتم تحديد سعر التحويل بناء على + +589 +00:36:24,430 --> 00:36:27,210 +تكلفة السلع والمنتجات المحولة يعني جداش كل أفكري + +590 +00:36:27,210 --> 00:36:30,530 +في الشركة اللي تقوم بتحويلها بنفس السعر للفروع الأولى + +591 +00:36:30,530 --> 00:36:35,130 +اللي هي الشركات التابعة، طبعا مزايا هذه الطريقة + +592 +00:36:35,130 --> 00:36:37,890 +سهلة تطبيقه والاستخدام لنا بناء على التكلفة اللي + +593 +00:36:37,890 --> 00:36:41,170 +بسلمهم البيانات والمعلومات جاهزة ومتوفرة عند الطلب + +594 +00:36:41,170 --> 00:36:43,590 +فعاد مكمول ومستدر بيهم في ساعة الإدارة في وضع + +595 +00:36:43,590 --> 00:36:47,990 +الخطط وتحقيق الأهداف وإيش ديش يشوف عيوبها؟ جالك لا + +596 +00:36:47,990 --> 00:36:52,240 +توفر حافظة للشركة اللي تحاول تخبتركز على التكلفة + +597 +00:36:52,240 --> 00:36:54,400 +التاريخية وإهمال عوامل العرض والطلب على السلعة + +598 +00:36:54,400 --> 00:36:57,500 +المحولة لا تساعد في تقييم أداء دي وحدة طبعا + +599 +00:36:57,500 --> 00:37:00,260 +ليش نشوف واحدة واحدة، لا توفر حافظة شرية تحويل تقليد + +600 +00:37:00,260 --> 00:37:04,660 +تكلفة داشت، أنا باشت بالتكلفة وبالتالي هتحول إلى + +601 +00:37:04,660 --> 00:37:08,300 +هذه السلعة بالتكلفة وبالتالي ما أقولش أنا اللي حافظة + +602 +00:37:08,300 --> 00:37:11,320 +حافظة لأن أنا .. وبالتالي لأن أنا جداش كلفتني + +603 +00:37:11,650 --> 00:37:14,470 +ببيع بنفس السعر وبالتالي ما أقدرش أعرف هل أنا ربيحت + +604 +00:37:14,470 --> 00:37:18,250 +أو قصرت من إيش؟ وضعي بتركز على التكلفة التاريخية وظروف + +605 +00:37:18,250 --> 00:37:20,450 +السوق، الطلب اللي إحنا عارفين ما نهتمش فيه وهو ده اللي بيصيح + +606 +00:37:20,450 --> 00:37:23,130 +إن أنا ببيع التكلفة في سوق سعر السوق لا تساعد في + +607 +00:37:23,130 --> 00:37:26,250 +تقييم الأداء الاقتصادية، طبعا الشركة الأجنبية اللي + +608 +00:37:26,250 --> 00:37:30,050 +أنا بأحول إليها، للتابعة، بتاخد سعر أقل وبالتالي بتحقق + +609 +00:37:30,050 --> 00:37:33,610 +أرباح أكثر بينما أنا شركة أم ما بحققش أرباح، طبعا في + +610 +00:37:33,610 --> 00:37:36,530 +المدخلين سعر مدخل أسعار ما مطلباتش لكن للمعرفة + +611 +00:37:36,530 --> 00:37:43,380 +مدخل السعر التفوفي كذلك، فعلا مدخل السعر الثنائي + +612 +00:37:43,380 --> 00:37:49,600 +هنتوقف إن شاء الله طبعا ضايق بشغل آخر، بس العوامل + +613 +00:37:49,600 --> 00:37:52,160 +المؤثرة في تحديث أسعار التحويل الدولية تواجه الشغل + +614 +00:37:52,160 --> 00:37:54,160 +الدولي أن تحدث أسعار التحويل مجموعة من التغييرات + +615 +00:37:54,160 --> 00:37:56,240 +العالمية تغرب الدول الأخرى التي لابد من أخذها بعين + +616 +00:37:56,240 --> 00:38:00,310 +الاعتبار عند تحديد سعر التحويل يعني عشان أيومجي سعر + +617 +00:38:00,310 --> 00:38:02,910 +التحويل، طبعا يا شباب عشان أوضح الصورة شوية هان لما + +618 +00:38:02,910 --> 00:38:07,330 +نِجي في دقيقة واحدة، أنا شركة بصنع ثلاجات، هذه + +619 +00:38:07,330 --> 00:38:11,410 +الثلاجة بتكلّفني أنا 500 دولار لكن أنا طبعا في + +620 +00:38:11,410 --> 00:38:14,570 +فلسطين وعندي أنا فرع في الأردن، الفرع اللي في + +621 +00:38:14,570 --> 00:38:18,070 +الأردن الآن بده يبيعها أو بده يبيع هذه الثلاجات اللي + +622 +00:38:18,070 --> 00:38:23,650 +أنا بصنعها، هل أبيعها الـ 500 دولار زي ما هتكلّفني + +623 +00:38:25,030 --> 00:38:28,450 +السعر التكلفة التاريخية أو أبيعها بزيادة نسبة ربح + +624 +00:38:28,450 --> 00:38:32,010 +هو النقل 20% بجه 600$ وبالتالي بقى حسب سعر السوق + +625 +00:38:32,010 --> 00:38:34,890 +وهو سعر السوق السائد أو أبيعها بأي طريقة طب إيش + +626 +00:38:34,890 --> 00:38:39,430 +العوامل بتحدد هذه الشغلات طبعا العوامل بتختلف + +627 +00:38:39,430 --> 00:38:41,570 +من دولة لأخرى تلبض من أفضل من التباين التحديد والسعر + +628 +00:38:41,570 --> 00:38:44,370 +التحويل والوصول لحد أقصى من الربح بعد + +629 +00:38:44,370 --> 00:38:48,890 +الضرائب إذا إدارة الشركات تحقق مجموعة من الأهداف + +630 +00:38:48,890 --> 00:38:52,610 +منها أقصى حد من الربح بعد الضرائب يعني مثلًا أنا + +631 +00:38:52,610 --> 00:38:56,670 +كنت في الأردن عندي الضريبة عالية جدًا أنا بمصطلحاتي + +632 +00:38:56,670 --> 00:39:00,130 +أحول بالتكلفة التاريخية ولا سعر السوق قولًا واحدًا + +633 +00:39:00,130 --> 00:39:03,150 +سعر السوق لأنه بيكون السعر الأعلى وبالتالي لما + +634 +00:39:03,150 --> 00:39:06,490 +الشركة التابعة اللي موجودة في الأردن تبيع خلينا نقول + +635 +00:39:06,490 --> 00:39:09,430 +أنا حولت لها بـ 600 دولار زي المثال هي راح تبيع بـ + +636 +00:39:09,430 --> 00:39:15,450 +650 وبالتالي لما آجي أحسب ضريبة 10% هدفع 65$ مثلًا + +637 +00:39:15,450 --> 00:39:19,750 +لكن لو أنا حولت لها 500 طبعًا أنا آكلها على 65 دولار + +638 +00:39:19,750 --> 00:39:23,650 +اللي هو عبارة عن .. هو 650 ناقص 600 بضال قداش + +639 +00:39:23,650 --> 00:39:29,840 +الربح 50 دولار آسف 50 دولار هذه نفترض أن أنا نسبة + +640 +00:39:29,840 --> 00:39:34,220 +ربح 20% معناته أنا بدفع اللي هو 10 دولار من هذه ال + +641 +00:39:34,220 --> 00:39:38,120 +50 عفوًا يعني أنا بهمش تصحيح يعني أنا قلت أن أنا + +642 +00:39:38,120 --> 00:39:40,780 +حولت سعر السوق اللي هو 600 دولار هم ببيعوا لنا + +643 +00:39:40,780 --> 00:39:45,240 +المستهلك 650 سافر ربح 50 دولار الـ 50 دولار ضرب 20% + +644 +00:39:45,240 --> 00:39:49,660 +ضريبة بيطلع عندي أنا اللي هو 10 دولار طيب لو كانت + +645 +00:39:49,660 --> 00:39:55,620 +الضريبة في الأردن مقفوضة مش 20% بس 10% تمام مين أحسن + +646 +00:39:55,620 --> 00:39:59,580 +أحوله بسعر السوق ولا بسعر التكلفة طيب هنشوف بسعر + +647 +00:39:59,580 --> 00:40:03,020 +التكلفة إيش بيصير فيها لو أنا أبعتهم 500 هم هبيعوا + +648 +00:40:03,020 --> 00:40:08,120 +650 للمواطن فيندي سافر بـ 150$ لما أحسب عليه 20% + +649 +00:40:08,120 --> 00:40:11,920 +اللي حكينا عنها قبل شوية 20% معناته أنا هدفع 300$ + +650 +00:40:11,920 --> 00:40:18,290 +مين أحسن أدفع 300$ ولا أدفع 10 دولار .. يا آسف + +651 +00:40:18,290 --> 00:40:22,430 +ثلاثين دولار ولا أكفه 10 دولار .. مصبوط؟ طيب .. + +652 +00:40:22,430 --> 00:40:25,050 +نعيد مرة ثانية بشكل سريع مرة ثانية .. أنا عندي + +653 +00:40:25,050 --> 00:40:28,330 +الحين سعر الضريبة في الأردن عشرين في المئة .. تمام؟ + +654 +00:40:28,970 --> 00:40:31,990 +أنا ببيع الثلاجة 500 دولار بتكلفة تاريخية أو + +655 +00:40:31,990 --> 00:40:35,070 +ببيعها 600 دولار بتكلفة سوق، إذا أنا ببيعتهم بتكلفة + +656 +00:40:35,070 --> 00:40:38,490 +السوق 600 دولار، هو هيبيع للمواطن العادي 650 + +657 +00:40:38,490 --> 00:40:42,270 +دولار، ده ليش عنده ربح 50؟ ضرب 20%، بيطلع عندي 10 + +658 +00:40:42,270 --> 00:40:44,930 +دولار ضريبة، صح؟ يبقى أنا هأدفع 10 دولار ضريبة + +659 +00:40:44,930 --> 00:40:48,550 +للحكومة الأردنية، وباقي الربح 40 دولار هيتحول عندي + +660 +00:40:48,550 --> 00:40:52,960 +في فلسطين، طيب لو أنا بدي أحول بسعر التكلفة يعني لو + +661 +00:40:52,960 --> 00:40:56,080 +اتحولت بـ 500 دولار راح هم باعوها بـ 150 دولار + +662 +00:40:56,080 --> 00:41:01,100 +للمستهلك يبقى عنده ربح 150 دولار صح ولا لأ؟ طيب الـ + +663 +00:41:01,100 --> 00:41:05,280 +150 دولار هدول اللي أنا حددتهم ضرب 20% قداش بيطلع؟ + +664 +00:41:06,110 --> 00:41:10,590 +صح الـ 150 دولار ضرب 20% ما نتوقع أدفع 30 دولار + +665 +00:41:10,590 --> 00:41:13,870 +لما أصحى أنا كشركة أم أحول بالتكلفة التاريخية + +666 +00:41:13,870 --> 00:41:19,770 +أم أحول بسعر اللي هو السوق قولًا واحدًا بسعر السوق + +667 +00:41:19,770 --> 00:41:23,630 +لأن ضريبة في الأردن 20% لكن ضريبة فلسطين أقل بكثير + +668 +00:41:23,630 --> 00:41:27,170 +وبالتالي معنى أن الربح يظل في فلسطين وما يروحش أو ين + +669 +00:41:27,170 --> 00:41:31,810 +على الأردن تمام؟ طيب إذا الوصول لحد أقصى من الربح بعض + +670 +00:41:31,810 --> 00:41:34,550 +الضريبة وهذا اللي يهمني أن أصل لأقصى حد لأن هذا + +671 +00:41:34,550 --> 00:41:36,810 +الربح اللي هيتوزع يا جماعة الربح اللي بيطلع بعد + +672 +00:41:36,810 --> 00:41:40,130 +الضريبة هو اللي هيتم توزيعه على المستثمرين زيادة + +673 +00:41:40,130 --> 00:41:43,930 +حصة الشركة من السوق العالمية يعني أنا بفتح للشركة + +674 +00:41:43,930 --> 00:41:46,890 +التابعة لو أنا بفتح في ساعة أقل أنها تنافس الشركات + +675 +00:41:46,890 --> 00:41:49,350 +في هذه الدولة في الأردن وبالتالي لما ببيعهم الثلاجة + +676 +00:41:49,350 --> 00:41:54,590 +بـ 500 ممكن بـ 10 650 ممكن بـ 626 630 وبالتالي لو + +677 +00:41:54,590 --> 00:41:57,730 +كافي منافسين في السوق هتقضي عليهم أو هتحاول تحت من + +678 +00:41:57,950 --> 00:42:01,290 +أنت شايف تجنب الصدام واصطدام من الحكومات المضيفة و + +679 +00:42:01,290 --> 00:42:04,270 +هذا كلام مهم أن أنا كشركة تابعة أي شركة في الأردن + +680 +00:42:04,270 --> 00:42:09,930 +مش معنى أخلي الشركة تصطدم بالشركة اللي هي سبب + +681 +00:42:09,930 --> 00:42:14,920 +الحكومة الأردنية تمام؟ من الصعب المكان أما إدارة + +682 +00:42:14,920 --> 00:42:17,640 +هذه الشركات تحقيق جميع الأهداف طب ما بقول لك أن أنت + +683 +00:42:17,640 --> 00:42:21,000 +مستحيل تحقيق جميع الأهداف مرة واحدة وبنفس الدرجة + +684 +00:42:21,000 --> 00:42:24,660 +فهي طلب منك تحقيق هدف إما في دولة انتضحية بهدف آخر + +685 +00:42:24,660 --> 00:42:27,400 +في دولة أخرى حتى تصل الشركة كل إلى هدف تعظيم + +686 +00:42:27,400 --> 00:42:33,480 +الأرباح الصافية كلام واضح وسهل وبسيط وتالي مثله + +687 +00:42:33,480 --> 00:42:37,700 +درستيكويا يعني للأمانة يعني سهل وبسيط وواضح + +688 +00:42:37,700 --> 00:42:43,120 +ما احتاجتش فيه أي لبس هنقف عند الضريبة على داخل + +689 +00:42:43,120 --> 00:42:45,380 +الشركات وإن شاء الله هتكون في المحاضرة القادمة وإذا + +690 +00:42:45,380 --> 00:42:48,280 +الله أعطيكم العافية يا شباب وجزاكم الله كل خير + +691 +00:42:48,280 --> 00:42:51,920 +ونصر الله تعالى لنا ولكم التوفيق والسداد ونلقاكم + +692 +00:42:51,920 --> 00:42:54,660 +في المحاضرة القادمة على خير السلام عليكم ورحمة + +693 +00:42:54,660 --> 00:42:55,800 +الله تعالى وبركاته diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/-sSWSniMImU.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/-sSWSniMImU.srt new file mode 100644 index 0000000000000000000000000000000000000000..1c82a0994515f2ec0cfe90ecc5055c8f193df2c9 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/-sSWSniMImU.srt @@ -0,0 +1,2301 @@ +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. Both of them will be + +9 +00:00:51,380 --> 00:00:54,640 +included in the midterm exam. Both of them + +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, is Strategy + +12 +00:01:01,980 --> 00:01:05,920 +and Sales Program Planning. This is our 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 their definitions or + +25 +00:01:44,010 --> 00:01:47,720 +concepts 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 is also 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 +are theories. They are theoretical work. They + +36 +00:02:17,670 --> 00:02:21,370 +can be written on paper. 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 sales force + +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 defining what is an account relationship + +43 +00:02:38,550 --> 00:02:42,790 +strategy and explain its 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. 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 structured, 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 effective 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 PDM 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 sales force 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 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. This figure + +61 +00:03:42,650 --> 00:03:44,870 +is going to provide us with a sales force decision + +62 +00:03:44,870 --> 00:03:48,770 +sequence. The word sequence 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 +businessman, if he or she would like to invest their + +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 are adopted by + +71 +00:04:23,890 --> 00:04:27,990 +the top management. So the top management are + +72 +00:04:27,990 --> 00:04:30,290 +considered the decision-makers. + +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 +ahead with investing or we should not. But this + +75 +00:04:38,550 --> 00:04:40,650 +decision is going to be based on 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 +a 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 start + +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 +conduct a 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 determine 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 indicates + +88 +00:05:24,070 --> 00:05:27,390 +that 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 study tells us people do not need such + +91 +00:05:35,070 --> 00:05:38,430 +a service or such a product, then we cannot proceed with + +92 +00:05:38,430 --> 00:05:41,910 +this investment. For example, if you would like or + +93 +00:05:41,910 --> 00:05:45,710 +if you are thinking of establishing a factory which + +94 +00:05:45,710 --> 00:05:50,050 +will manufacture shoes, before we are going + +95 +00:05:50,050 --> 00:05:52,790 +to take this step, we should conduct a thorough + +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 +determine if the Gaza Strip has, and how many + +98 +00:05:59,050 --> 00:06:02,430 +factories are producing pairs of shoes or + +99 +00:06:02,430 --> 00:06:06,420 +shoes. If the needs assessment study tells us that + +100 +00:06:06,420 --> 00:06:10,540 +currently the Gaza Strip is in dire need of such + +101 +00:06:10,540 --> 00:06:14,660 +a factory simply because shoes are 100% + +102 +00:06:14,660 --> 00:06:17,400 +imported from outside, then do we consider + +103 +00:06:17,400 --> 00:06:20,000 +this 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 local + +106 +00:06:29,940 --> 00:06:34,340 +factory producing a similar product. So this is + +107 +00:06:34,340 --> 00:06:37,960 +the beginning of the first step. Now, so the business + +108 +00:06:37,960 --> 00:06:42,640 +strategy is approved by whom? By the top managers + +109 +00:06:42,640 --> 00:06:46,860 +according to the results of the needs assessment + +110 +00:06:46,860 --> 00:06:51,280 +study. Generally, if there is a green light for + +111 +00:06:55,880 --> 00:06:58,940 +obtaining a business + +112 +00:06:58,940 --> 00:07:02,340 +strategy, then we should discuss marketing + +113 +00:07:02,340 --> 00:07:05,580 +strategy. Why are we going to need a marketing + +114 +00:07:05,580 --> 00:07:09,760 +strategy? Simply because this is the channel or + +115 +00:07:09,760 --> 00:07:12,760 +the window or the door or the bridge through which + +116 +00:07:12,760 --> 00:07:17,480 +we will market our product. This + +117 +00:07:17,480 --> 00:07:19,580 +is the channel through which we are going to + +118 +00:07:19,580 --> 00:07:24,610 +market our product. Therefore, business + +119 +00:07:24,610 --> 00:07:27,090 +strategy along with the marketing strategy, both + +120 +00:07:27,090 --> 00:07:30,550 +are considered the first two steps in the + +121 +00:07:30,550 --> 00:07:35,010 +sequence + +122 +00:07:35,010 --> 00:07:41,370 +of the sales force decision. Is this step followed + +123 +00:07:41,370 --> 00:07:44,290 +by other steps? Of course, it is followed by other + +124 +00:07:44,290 --> 00:07:47,850 +steps. Therefore, if you are going to talk about + +125 +00:07:47,850 --> 00:07:49,970 +level two, we are talking about strategy + +126 +00:07:49,970 --> 00:07:52,940 +implementation decisions. Let's focus on the word + +127 +00:07:52,940 --> 00:07:56,260 +implementation. What we developed through strategies + +128 +00:07:56,260 --> 00:07:59,120 +in the first level must be accompanied by + +129 +00:07:59,120 --> 00:08:02,060 +actions and procedures on the ground so that we + +130 +00:08:02,060 --> 00:08:05,300 +can execute it. How are we going to execute and + +131 +00:08:05,300 --> 00:08:07,460 +implement them? Through strategy implementation + +132 +00:08:07,460 --> 00:08:11,860 +decisions. So this level includes four + +133 +00:08:11,860 --> 00:08:16,380 +approaches, four methods. Some of these methods + +134 +00:08:16,380 --> 00:08:19,600 +include a go-to-market strategy in which we are + +135 +00:08:19,600 --> 00:08:23,160 +going to adopt field work. We + +136 +00:08:23,160 --> 00:08:25,360 +will talk about this later in detail. + +137 +00:08:25,360 --> 00:08:28,340 +Also, it includes customer relationship + +138 +00:08:28,340 --> 00:08:31,680 +management. In addition, it includes supply chain + +139 +00:08:31,680 --> 00:08:34,480 +management, or finally product development + +140 +00:08:34,480 --> 00:08:38,020 +management. So these are the four + +141 +00:08:38,020 --> 00:08:42,200 +major approaches through which we will express our + +142 +00:08:42,200 --> 00:08:47,920 +effort or goal of implementation. Is this enough? + +143 +00:08:48,120 --> 00:08:50,900 +No, we are still talking about level number three. + +144 +00:08:52,940 --> 00:08:57,240 +Now let's review what we have discussed so far. So + +145 +00:08:57,240 --> 00:08:59,960 +in the first level, we are talking about decisions + +146 +00:08:59,960 --> 00:09:02,460 +made by top management regarding adopting + +147 +00:09:02,460 --> 00:09:06,760 +business as well as marketing strategies. Level two, + +148 +00:09:06,880 --> 00:09:08,780 +we are talking about the implementation process. + +149 +00:09:09,680 --> 00:09:12,620 +Number three, we are talking about organizing + +150 +00:09:12,620 --> 00:09:19,920 +ourselves as a sales force team. Therefore, level + +151 +00:09:19,920 --> 00:09:23,160 +number three, sales force program decision, in + +152 +00:09:23,160 --> 00:09:26,360 +which we will discuss account relationship + +153 +00:09:26,360 --> 00:09:30,820 +strategy. Account relationship strategy. So + +154 +00:09:30,820 --> 00:09:33,460 +we are talking about strategy. We are talking + +155 +00:09:33,460 --> 00:09:37,130 +about relationships with whom? Customers. Each + +156 +00:09:37,130 --> 00:09:39,970 +relationship has two parties. The first party + +157 +00:09:39,970 --> 00:09:42,370 +here is the customer. What about the second + +158 +00:09:42,370 --> 00:09:50,090 +party? Exactly. It's us. So we are talking + +159 +00:09:50,090 --> 00:09:56,230 +about ourselves as sales staff members. So here we + +160 +00:09:56,230 --> 00:09:59,900 +need to structure ourselves. We need to organize + +161 +00:09:59,900 --> 00:10:02,520 +ourselves. Who's going to be the head? Who's going + +162 +00:10:02,520 --> 00:10:04,180 +to be the supervisor? Who's going to be the field + +163 +00:10:04,180 --> 00:10:07,160 +salesperson? Who's going to work under the + +164 +00:10:07,160 --> 00:10:09,680 +customer service department? And so on and so on. + +165 +00:10:10,340 --> 00:10:12,200 +So we need to organize ourselves under + +166 +00:10:12,200 --> 00:10:15,780 +an organizational structure. Also, we need to + +167 +00:10:15,780 --> 00:10:18,960 +identify what are the major activities which we + +168 +00:10:18,960 --> 00:10:22,080 +are going to do and how these activities should be + +169 +00:10:22,080 --> 00:10:27,050 +distributed among the team members. Also, we + +170 +00:10:27,050 --> 00:10:30,030 +should discuss our competencies and skills. If + +171 +00:10:30,030 --> 00:10:33,090 +Hanin possesses specific skills or competencies + +172 +00:10:33,090 --> 00:10:36,530 +and Walaa doesn't, this means Walaa should be + +173 +00:10:36,530 --> 00:10:38,850 +trained so that she can acquire the same + +174 +00:10:38,850 --> 00:10:42,450 +competencies or skills. Also, we should discuss + +175 +00:10:42,450 --> 00:10:45,530 +leadership. Who are our leaders? And how are they + +176 +00:10:45,530 --> 00:10:48,210 +going to lead us, or inspire us? And how + +177 +00:10:48,210 --> 00:10:50,230 +are they going to motivate us? And how are they + +178 +00:10:50,230 --> 00:10:53,070 +going to ensure that everything is controllable? + +179 +00:10:54,190 --> 00:10:56,570 +So all these issues will be addressed + +180 +00:10:56,570 --> 00:10:59,730 +within this level, level number three, which is + +181 +00:10:59,730 --> 00:11:03,390 +focused on sales force program decisions. In other + +182 +00:11:03,390 --> 00:11:06,430 +words, we are talking about organizing ourselves + +183 +00:11:06,430 --> 00:11:12,290 +as a sales team or as salespeople. So these + +184 +00:11:12,290 --> 00:11:15,530 +briefly are the major levels or the sequence of + +185 +00:11:15,530 --> 00:11:20,170 +the major levels in any sales force decision. Any + +186 +00:11:20,170 --> 00:11:23,290 +questions? Any comments about this? Any question? + +187 +00:11:23,950 --> 00:11:29,130 +Any comments? Okay, let's move on. This is something very + +188 +00:11:29,130 --> 00:11:32,650 +important. Not only because we will focus on it + +189 +00:11:32,650 --> 00:11:36,830 +in the midterm exam but also because these questions + +190 +00:11:36,830 --> 00:11:40,250 +or these types of questions you might encounter + +191 +00:11:40,250 --> 00:11:42,430 +especially during a job + +192 +00:11:42,430 --> 00:11:45,150 +interview later on, Inshallah, after your + +193 +00:11:45,150 --> 00:11:48,460 +graduation. In other words, many + +194 +00:11:48,460 --> 00:11:50,220 +interviewers will ask you what are + +195 +00:11:50,220 --> 00:11:51,780 +the major differences between efficiency and + +196 +00:11:51,780 --> 00:11:57,120 +effectiveness. And listen here, the whole business + +197 +00:11:57,120 --> 00:12:01,500 +courses revolve around these two words, + +198 +00:12:01,500 --> 00:12:05,560 +efficiency and effectiveness. So let's explain + +199 +00:12:05,560 --> 00:12:08,380 +them in detail. Efficiency + +200 +00:12:08,380 --> 00:12:11,440 +means getting the most output from the least + +201 +00:12:11,440 --> 00:12:15,170 +amount of input + +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 as being + +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, 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 as an + +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 aspect 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: + +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 +consistent with the ends, which means goals. Now let's + +237 +00:14:32,550 --> 00:14:35,300 +look here. If you are going to look at the word + +238 +00:14:35,300 --> 00:14:37,160 +right here, it is an adjective. + +239 +00:14:39,860 --> 00:14:42,840 +As you know, adjectives describe 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 is + +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 considered 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 + +254 +00:15:35,610 --> 00:15:38,450 +are interrelated and sometimes overlap. + +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 side 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 as effectiveness, and the same thing with + +261 +00:15:59,330 --> 00:16:03,050 +effectiveness regarding efficiency. Let's give an + +262 +00:16:03,050 --> 00:16:08,110 +example. Now listen. Imagine we made a decision to + +263 +00:16:08,110 --> 00:16:12,530 +establish our shoe 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 requires 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 + +273 +00:16:56,140 --> 00:17:00,760 +requires 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 dollars. + +275 +00:17:09,600 --> 00:17:13,250 +Or four US dollars. Now, + +276 +00:17:13,390 --> 00:17:17,730 +are these four US dollars 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 to + +281 +00:17:34,830 --> 00:17:38,170 +production by which the time will 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 dollars. Well, + +284 +00:17:46,460 --> 00:17:49,060 +this will 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 +A goal. The goal is what? Exactly. Because of this, we + +292 +00:18:15,990 --> 00:18:18,830 +are saying that efficiency and effectiveness, both + +293 +00:18:18,830 --> 00:18:22,290 +are interrelated or interconnected or + +294 +00:18:22,290 --> 00:18:26,910 +overlap. More appropriately, this means we + +295 +00:18:26,910 --> 00:18:29,330 +are talking about the goals. The goals are related + +296 +00:18:29,330 --> 00:18:35,810 +to? This thing is related to? Efficiency. 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 distinction between the two definitions. Both + +299 +00:18:41,390 --> 00:18:44,570 +are interrelated. Any questions, any + +300 +00:18:44,570 --> 00:18:48,130 +comments about this? Any questions, any comments? + +301 +00:18:49,350 --> 00:18:55,150 +Clear? Fair enough. 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 + +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 to 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 the 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 a business strategy always, + +316 +00:19:50,300 --> 00:19:54,520 +remember, is a document through which we will + +317 +00:19:54,520 --> 00:20:00,120 +identify the mission, then the 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 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 influence one another, or they + +333 +00:20:59,130 --> 00:21:03,500 +are based on one another. A business undertakes, + +334 +00:21:03,560 --> 00:21:08,800 +a business takes these actions 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 a 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 is a strategy or a decision + +341 +00:21:33,170 --> 00:21:35,950 +that addresses 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 these things—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 campus, well this university campus + +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 possible. 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 are we 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 the 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 find that the majority of them + +366 +00:23:06,120 --> 00:23:11,960 +are students; the majority of them are + +367 +00:23:11,960 --> 00:23:16,480 +students. Now, those students 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 +needs. If you are going to look at their needs, + +370 +00:23:24,240 --> 00:23:26,640 +you are going to find they will need textbooks; + +371 +00:23:26,640 --> 00:23:26,980 +textbooks, + +372 +00:23:29,900 --> 00:23:35,680 +they will need stationery; 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 is going to + +377 +00:23:53,940 --> 00:23:55,940 +wonder why you are using 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 +limited and modest. 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 students + +383 +00:24:14,440 --> 00:24:16,860 +are considered 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 by 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 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 +The target group or target customers. So in 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 that. 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 marketing strategy. So if you are having + +395 +00:25:03,060 --> 00:25:06,180 +this amount of money—$10,000 or $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 in which we + +398 +00:25:15,200 --> 00:25:18,340 +should invest in an area around these + +399 +00:25:18,340 --> 00:25:23,420 +universities? For example, do you think it is a + +400 +00:25:23,420 --> 00:25:28,080 +good decision to invest in 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 do not need this type of + +403 +00:25:36,660 --> 00:25:40,720 +project, 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? No. Is it good to adopt or open a shop + +406 +00:25:50,280 --> 00:25:54,130 +that provides, 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 are 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 +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 +affordable and cheap, and at the same time + +415 +00:26:24,460 --> 00:26:28,620 +they are a popular dish. A popular + +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 make this 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 + +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, is price. + +447 +00:28:46,250 --> 00:28:48,410 +We are going to compare 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 brand, packaging, etc., so + +452 +00:29:16,670 --> 00:29:18,850 +these are the factors of our perception of + +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 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 an 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 is 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 is able to identify these + +474 +00:30:38,360 --> 00:30:42,040 +factors, this means they should work hard on these + +475 +00:30:42,040 --> 00:30:45,240 +factors so that they could satisfy the customers. + +476 +00:30:45,700 --> 00:30:49,480 +By this way, they can ensure a rise in their own + +477 +00:30:49,480 --> 00:30:54,800 +sales. Any questions? Any comments? Any questions? + +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 addressed, and they are considered to + +484 +00:31:14,590 --> 00:31:17,130 +be the major elements for having a successful 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 based 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 stationery. So all the needs are similar. Also, + +501 +00:32:20,500 --> 00:32:23,240 +third, they respond similarly 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 a student 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 hungry. 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 +summarize. Target marketing refers to the selection + +512 +00:33:00,630 --> 00:33:04,790 +and prioritization of segments for 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 whom we should pursue + +516 +00:33:24,120 --> 00:33:29,080 +as a + +517 +00:33:29,080 --> 00:33:29,420 +company. + +518 +00:33:37,760 --> 00:33:42,080 +Let's conclude with 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, 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 +understands, 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 questions 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 +understanding 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 the strongest items are that 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 succeed in + +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? Moving on, before + +543 +00:35:20,240 --> 00:35:24,840 +we move on, listen. What happened in the last two + +544 +00:35:24,840 --> 00:35:28,140 +days? The American embassy in Benghazi was attacked + +545 +00:35:28,140 --> 00:35:30,900 +and burned. The American ambassador was + +546 +00:35:30,900 --> 00:35:34,840 +killed, along with three other people. The same + +547 +00:35:34,840 --> 00:35:37,360 +thing happened at 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. + +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 +events that are happening in large, important + +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 should + +554 +00:35:58,120 --> 00:36:00,940 +take these 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, in the next two days or the next + +557 +00:36:08,900 --> 00:36:12,120 +couple of weeks, I am going to primarily import Mecca Cola + +558 +00:36:12,840 --> 00:36:16,360 +and try to minimize Coca-Cola at this stage. Why? + +559 +00:36:16,360 --> 00:36:20,540 +Because the element of perception now, which is + +560 +00:36:21,400 --> 00:36:23,960 +considered to be the winning factor, is nationality. + +561 +00:36:23,960 --> 00:36:26,720 +Exactly. Exactly. So when the consumer is going to + +562 +00:36:26,960 --> 00:36:31,840 +come to the supermarket or my shop and he is + +563 +00:36:31,840 --> 00:36:34,760 +going to buy a soft drink, for sure the + +564 +00:36:34,760 --> 00:36:38,280 +feeling of nationalism is going to be a winning factor at + +565 +00:36:38,280 --> 00:36:41,360 +this stage. Okay? Now, moving on finally, so the + +566 +00:36:48,570 --> 00:36:52,190 +fundamental questions that customers ask about + +567 +00:36:52,190 --> 00:36:55,990 +brands are: number one, who are you? Brand + +568 +00:36:55,990 --> 00:37:01,170 +identity. Are you an American product or are you an Arab + +569 +00:37:01,170 --> 00:37:04,270 +Muslim product? The same thing, what are you? + +570 +00:37:04,970 --> 00:37:08,350 +Brand meaning. What do I think or feel about you? + +571 +00:37:08,590 --> 00:37:11,630 +Brand responses. What kind and how much + +572 +00:37:11,630 --> 00:37:14,550 +association would I like to have with you? Brand + +573 +00:37:14,550 --> 00:37:18,470 +relationship. Now, all these questions, they are + +574 +00:37:18,470 --> 00:37:21,650 +what? Psychological questions. And who is going to + +575 +00:37:21,650 --> 00:37:25,590 +answer them? The customer. Where? In his own mind + +576 +00:37:25,590 --> 00:37:30,410 +and feelings. You, as a sales organization, what + +577 +00:37:30,410 --> 00:37:33,980 +should you do? We should anticipate and study + +578 +00:37:33,980 --> 00:37:37,740 +carefully what the major points are that + +579 +00:37:37,740 --> 00:37:41,500 +this customer will focus on while he is perceiving + +580 +00:37:41,500 --> 00:37:44,540 +our product in comparison with the competitive + +581 +00:37:44,540 --> 00:37:49,800 +products. Any questions, any comments? So far it's + +582 +00:37:49,800 --> 00:37:54,520 +easy, it's clear. Now listen, as we said, in the + +583 +00:37:54,520 --> 00:37:57,420 +midterm exam, I might ask you several questions. + +584 +00:37:58,060 --> 00:38:01,280 +Define, for example, positioning strategy. Explain + +585 +00:38:01,280 --> 00:38:04,680 +marketing strategy or business strategy. Compare + +586 +00:38:04,680 --> 00:38:07,580 +and contrast business and marketing + +587 +00:38:07,580 --> 00:38:10,120 +strategies. Compare and contrast + +588 +00:38:10,120 --> 00:38:13,420 +efficiency and effectiveness. All these questions + +589 +00:38:13,420 --> 00:38:17,260 +are very important and they might be on the + +590 +00:38:17,260 --> 00:38:20,740 +midterm. Any questions or comments? Okay, before I + +591 +00:38:20,740 --> 00:38:23,860 +am going to conclude, who didn't pick a sales + +592 +00:38:23,860 --> 00:38:25,700 +organization from Gaza for the research + +593 +00:38:25,700 --> 00:38:31,100 +group? Until now you haven't picked one? You have? + +594 +00:38:31,520 --> 00:38:37,400 +Okay, what is it? Flashpoint? Okay, go on. Hamed + +595 +00:38:37,400 --> 00:38:45,380 +Group? Its core business is what? Food? Food? + +596 +00:38:45,980 --> 00:38:48,300 +Furniture? Okay, hotels? + +597 +00:38:51,880 --> 00:38:55,040 +You do not know now? Who are the members of your + +598 +00:38:55,040 --> 00:38:55,240 +group? + +599 +00:38:59,140 --> 00:39:02,700 +You must choose because working alone is not allowed. + +600 +00:39:03,600 --> 00:39:07,640 +The group must consist of two, three, or + +601 +00:39:07,640 --> 00:39:12,800 +four members. Five is not allowed. One is not allowed. Okay. + +602 +00:39:13,540 --> 00:39:16,800 +Are you following me? What's your name? Business + +603 +00:39:16,800 --> 00:39:20,720 +company? Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +604 +00:39:20,720 --> 00:39:21,400 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +605 +00:39:21,400 --> 00:39:26,320 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +606 +00:39:26,320 --> 00:39:26,900 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +607 +00:39:26,900 --> 00:39:28,300 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +608 +00:39:28,300 --> 00:39:28,340 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +609 +00:39:28,340 --> 00:39:34,360 +Cosmo Cos Okay, next. Who hasn't picked a + +610 +00:39:34,360 --> 00:39:39,940 +business so far? Who hasn't picked a business? + +611 +00:39:41,200 --> 00:39:43,780 +You must finalize picking a business. Do you + +612 +00:39:43,780 --> 00:39:44,140 +have a group? + +613 +00:39:47,340 --> 00:39:51,460 +Do you have a group? Who doesn't have a group? You? + +614 +00:39:52,180 --> 00:39:56,300 +Raise your hand, please. You, you, and you. Four? + +615 +00:39:57,700 --> 00:40:01,570 +Okay, look here. You can join one group if you + +616 +00:40:01,570 --> 00:40:09,290 +would like. Look here, you can form a group. Okay, + +617 +00:40:09,290 --> 00:40:13,030 +now listen, somebody is going to ask what we are + +618 +00:40:13,030 --> 00:40:15,370 +going to do in our research paper next class. I'm + +619 +00:40:15,370 --> 00:40:17,710 +going to explain in detail what + +620 +00:40:17,710 --> 00:40:21,450 +you should do. Okay, thank you very much. See you + +621 +00:40:21,450 --> 00:40:21,870 +next time. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/-sSWSniMImU_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/-sSWSniMImU_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..ddebb316c12a001c02133ffad19c6e13ef7eb0e6 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/-sSWSniMImU_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4904, "start": 21.48, "end": 49.04, "text": " Okay, good morning. 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Is this step followed by other steps? Of course, it is followed by other steps. 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What we brought through strategies in the first level, it must be accompanied by actions and procedures on the ground so that we could execute it. How we are going to execute and implement them through the strategy implementation decision. 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We will talk about this later on in a very detailed way. Also, it includes customer relationship management. In addition, it includes supply chain management or finally product development management. 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{"id": 25, "seek": 65307, "start": 626.37, "end": 653.07, "text": " Also, we should talk about our competencies and skills. If Hanin is possessing specific skills or competency and Walaa doesn't, this means Walaa should be trained so that she can acquire the same competency or skill. Also, we should talk about the leadership. Who are our leaders? And how they are going to inspire us or inspire us? And how they are going to motivate us? And how they are going to be sure that everything is controllable?", "tokens": [2743, 11, 321, 820, 751, 466, 527, 2850, 6464, 293, 3942, 13, 759, 7820, 259, 307, 17490, 278, 2685, 3942, 420, 50097, 293, 9707, 4332, 1177, 380, 11, 341, 1355, 9707, 4332, 820, 312, 8895, 370, 300, 750, 393, 20001, 264, 912, 50097, 420, 5389, 13, 2743, 11, 321, 820, 751, 466, 264, 5848, 13, 2102, 366, 527, 3523, 30, 400, 577, 436, 366, 516, 281, 15638, 505, 420, 15638, 505, 30, 400, 577, 436, 366, 516, 281, 28497, 505, 30, 400, 577, 436, 366, 516, 281, 312, 988, 300, 1203, 307, 45159, 712, 30], "avg_logprob": -0.15502929532279572, "compression_ratio": 1.9598214285714286, "no_speech_prob": 0.0, "words": [{"start": 626.37, "end": 626.85, "word": " Also,", "probability": 0.9130859375}, {"start": 626.97, "end": 627.05, "word": " we", "probability": 0.9462890625}, {"start": 627.05, "end": 627.19, "word": " should", "probability": 0.96435546875}, {"start": 627.19, "end": 627.43, "word": " talk", "probability": 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In other words, we are talking about organizing ourselves as a sales team or as a salesperson. So these briefly are the major levels or the sequence of the major levels of any sales force decision. Any question? Any comments about this?", "tokens": [407, 439, 613, 721, 366, 516, 281, 312, 10103, 1951, 341, 1496, 11, 1496, 1230, 1045, 11, 597, 307, 8416, 322, 5763, 3464, 1461, 3537, 13, 682, 661, 2283, 11, 321, 366, 1417, 466, 17608, 4175, 382, 257, 5763, 1469, 420, 382, 257, 5763, 10813, 13, 407, 613, 10515, 366, 264, 2563, 4358, 420, 264, 8310, 295, 264, 2563, 4358, 295, 604, 5763, 3464, 3537, 13, 2639, 1168, 30, 2639, 3053, 466, 341, 30], "avg_logprob": -0.1887499996026357, "compression_ratio": 1.7064220183486238, "no_speech_prob": 0.0, "words": [{"start": 654.19, "end": 654.53, "word": " So", "probability": 0.67041015625}, {"start": 654.53, "end": 654.81, "word": " all", "probability": 0.59521484375}, {"start": 654.81, "end": 655.07, "word": " these", "probability": 0.82177734375}, {"start": 655.07, "end": 655.41, "word": " things", "probability": 0.8056640625}, {"start": 655.41, "end": 655.63, "word": " are", "probability": 0.88134765625}, {"start": 655.63, "end": 655.85, "word": " going", 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Any comments? Okay, move. This is something very important. Not because we are going to focus it on the midterm exam but also because this question or these questions you might be exposed to them especially if you are going to make a working interview later on inshallah after your graduation.", "tokens": [2639, 1168, 30, 2639, 3053, 30, 1033, 11, 1286, 13, 639, 307, 746, 588, 1021, 13, 1726, 570, 321, 366, 516, 281, 1879, 309, 322, 264, 2062, 7039, 1139, 457, 611, 570, 341, 1168, 420, 613, 1651, 291, 1062, 312, 9495, 281, 552, 2318, 498, 291, 366, 516, 281, 652, 257, 1364, 4049, 1780, 322, 1028, 71, 13492, 934, 428, 15652, 13], "avg_logprob": -0.2188740008407169, "compression_ratio": 1.5555555555555556, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 682.59, "end": 682.89, "word": " Any", "probability": 0.65771484375}, {"start": 682.89, "end": 683.29, "word": " question?", "probability": 0.48974609375}, {"start": 683.95, "end": 684.11, "word": " Any", "probability": 0.8330078125}, {"start": 684.11, "end": 684.53, "word": " 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And listen here, the whole business courses they are revolving around these two words efficiency and effectiveness. So let's explain them in a very detailed way. 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In other words, we should express this relationship by a minus relationship, which means the latest amount. The latest amount. Okay? 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However, on the other hand, if we are not able to control our effort and cost and time, this means our ability to be an efficient company is limited and we might be classified to be inefficient company. Is this clear?", "tokens": [639, 1355, 527, 4876, 420, 527, 5763, 4475, 307, 20627, 281, 312, 7148, 13, 2908, 11, 322, 264, 661, 1011, 11, 498, 321, 366, 406, 1075, 281, 1969, 527, 4630, 293, 2063, 293, 565, 11, 341, 1355, 527, 3485, 281, 312, 364, 7148, 2237, 307, 5567, 293, 321, 1062, 312, 20627, 281, 312, 43495, 2237, 13, 1119, 341, 1850, 30], "avg_logprob": -0.13447745901639344, "compression_ratio": 1.6818181818181819, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 819.33, "end": 819.71, "word": " This", "probability": 0.72607421875}, {"start": 819.71, "end": 820.15, "word": " means", "probability": 0.9296875}, {"start": 820.15, "end": 820.69, "word": " our", "probability": 0.830078125}, {"start": 820.69, "end": 821.25, "word": " title", "probability": 0.89208984375}, {"start": 821.25, "end": 821.53, "word": " or", "probability": 0.849609375}, {"start": 821.53, "end": 821.85, "word": " our", "probability": 0.87060546875}, {"start": 821.85, "end": 822.19, "word": " sales", "probability": 0.92333984375}, {"start": 822.19, "end": 822.81, "word": " organization", "probability": 0.90771484375}, {"start": 822.81, "end": 823.29, "word": " is", "probability": 0.94140625}, {"start": 823.29, "end": 823.75, "word": " classified", "probability": 0.923828125}, {"start": 823.75, "end": 824.07, "word": " to", "probability": 0.91943359375}, {"start": 824.07, "end": 824.31, "word": " be", "probability": 0.94775390625}, {"start": 824.31, "end": 824.97, "word": " efficient.", "probability": 0.6298828125}, {"start": 826.01, "end": 826.73, "word": " However,", "probability": 0.82373046875}, {"start": 826.87, "end": 826.97, "word": " on", "probability": 0.8046875}, {"start": 826.97, "end": 827.09, "word": " the", "probability": 0.9248046875}, {"start": 827.09, "end": 827.27, "word": " other", "probability": 0.8876953125}, {"start": 827.27, "end": 827.63, "word": " hand,", "probability": 0.91552734375}, {"start": 828.11, "end": 828.29, "word": " if", "probability": 0.93505859375}, {"start": 828.29, "end": 828.43, "word": " we", "probability": 0.953125}, {"start": 828.43, "end": 828.55, "word": " are", "probability": 0.91015625}, {"start": 828.55, "end": 828.75, "word": " not", "probability": 0.91259765625}, {"start": 828.75, "end": 829.07, "word": " able", "probability": 0.9521484375}, {"start": 829.07, "end": 829.27, "word": " to", "probability": 0.970703125}, {"start": 829.27, "end": 829.75, "word": " control", "probability": 0.8193359375}, {"start": 829.75, "end": 830.17, "word": " our", "probability": 0.89306640625}, {"start": 830.17, "end": 830.67, "word": " effort", "probability": 0.8115234375}, {"start": 830.67, "end": 831.01, "word": " and", "probability": 0.8359375}, {"start": 831.01, "end": 831.41, "word": " cost", "probability": 0.876953125}, {"start": 831.41, "end": 831.65, "word": " and", "probability": 0.9111328125}, {"start": 831.65, "end": 832.07, "word": " time,", "probability": 0.896484375}, {"start": 832.63, "end": 832.93, "word": " this", "probability": 0.9208984375}, {"start": 832.93, "end": 833.35, "word": " means", "probability": 0.931640625}, {"start": 833.35, "end": 834.23, "word": " our", "probability": 0.857421875}, {"start": 834.23, "end": 834.77, "word": " ability", "probability": 0.96240234375}, {"start": 834.77, "end": 835.43, "word": " to", "probability": 0.9697265625}, {"start": 835.43, "end": 835.63, "word": " be", "probability": 0.94775390625}, {"start": 835.63, "end": 835.85, "word": " an", "probability": 0.9560546875}, {"start": 835.85, "end": 836.17, "word": " efficient", "probability": 0.9296875}, {"start": 836.17, "end": 836.73, "word": " company", "probability": 0.9248046875}, {"start": 836.73, "end": 837.13, "word": " is", "probability": 0.947265625}, {"start": 837.13, "end": 837.49, "word": " limited", "probability": 0.9365234375}, {"start": 837.49, "end": 838.83, "word": " and", "probability": 0.437255859375}, {"start": 838.83, "end": 839.03, "word": " we", "probability": 0.95166015625}, {"start": 839.03, "end": 839.33, "word": " might", "probability": 0.87060546875}, {"start": 839.33, "end": 839.51, "word": " be", "probability": 0.9521484375}, {"start": 839.51, "end": 839.95, "word": " classified", "probability": 0.947265625}, {"start": 839.95, "end": 840.21, "word": " to", "probability": 0.91845703125}, {"start": 840.21, "end": 840.47, "word": " be", "probability": 0.96142578125}, {"start": 840.47, "end": 841.05, "word": " inefficient", "probability": 0.79541015625}, {"start": 841.05, "end": 841.71, "word": " company.", "probability": 0.8583984375}, {"start": 842.61, "end": 842.95, "word": " Is", "probability": 0.478271484375}, {"start": 842.95, "end": 846.01, "word": " this", "probability": 0.8994140625}, {"start": 846.01, "end": 846.31, "word": " clear?", "probability": 0.87158203125}], "temperature": 1.0}, {"id": 33, "seek": 87305, "start": 847.43, "end": 873.05, "text": " Now let's go to the second hand of this definition which is effectiveness. Effectiveness is revolving around one word which are organizational goals or ends. Therefore completing activities so that organizational goals are attained or doing the right things or it means consent with the ends which means goals. Now let's come here.", "tokens": [823, 718, 311, 352, 281, 264, 1150, 1011, 295, 341, 7123, 597, 307, 21208, 13, 17764, 8477, 307, 16908, 798, 926, 472, 1349, 597, 366, 24730, 5493, 420, 5314, 13, 7504, 19472, 5354, 370, 300, 24730, 5493, 366, 46633, 420, 884, 264, 558, 721, 420, 309, 1355, 14546, 365, 264, 5314, 597, 1355, 5493, 13, 823, 718, 311, 808, 510, 13], "avg_logprob": -0.1965725808855026, "compression_ratio": 1.711340206185567, "no_speech_prob": 0.0, "words": [{"start": 847.43, "end": 847.77, "word": " Now", "probability": 0.7646484375}, {"start": 847.77, "end": 848.01, "word": " let's", "probability": 0.77294921875}, {"start": 848.01, "end": 848.19, "word": " go", "probability": 0.93359375}, {"start": 848.19, "end": 848.37, "word": " to", "probability": 0.93896484375}, {"start": 848.37, "end": 848.53, "word": " the", "probability": 0.90234375}, {"start": 848.53, "end": 848.75, "word": " second", "probability": 0.88232421875}, {"start": 848.75, "end": 849.27, "word": " hand", "probability": 0.89697265625}, {"start": 849.27, "end": 849.59, "word": " of", "probability": 0.9404296875}, {"start": 849.59, "end": 849.79, "word": " this", "probability": 0.93017578125}, {"start": 849.79, "end": 850.25, "word": " definition", "probability": 0.9404296875}, {"start": 850.25, "end": 851.39, "word": " which", "probability": 0.434814453125}, {"start": 851.39, "end": 851.55, "word": " is", "probability": 0.9453125}, {"start": 851.55, "end": 852.09, "word": " effectiveness.", "probability": 0.51513671875}, {"start": 853.31, "end": 853.99, "word": " Effectiveness", "probability": 0.910888671875}, {"start": 853.99, "end": 854.25, "word": " is", "probability": 0.4541015625}, {"start": 854.25, "end": 854.87, "word": " revolving", "probability": 0.954345703125}, {"start": 854.87, "end": 855.39, "word": " around", "probability": 0.93505859375}, {"start": 855.39, "end": 855.77, "word": " one", "probability": 0.896484375}, {"start": 855.77, "end": 856.21, "word": " word", "probability": 0.92578125}, {"start": 856.21, "end": 856.47, "word": " which", "probability": 0.87890625}, {"start": 856.47, "end": 856.83, "word": " are", "probability": 0.8095703125}, {"start": 856.83, "end": 857.49, "word": " organizational", "probability": 0.7080078125}, {"start": 857.49, "end": 858.33, "word": " goals", "probability": 0.91357421875}, {"start": 858.33, "end": 859.59, "word": " or", "probability": 0.8564453125}, {"start": 859.59, "end": 860.03, "word": " ends.", "probability": 0.8544921875}, {"start": 861.55, "end": 862.23, "word": " Therefore", "probability": 0.708984375}, {"start": 862.23, "end": 863.09, "word": " completing", "probability": 0.49853515625}, {"start": 863.09, "end": 863.71, "word": " activities", "probability": 0.9619140625}, {"start": 863.71, "end": 864.01, "word": " so", "probability": 0.92578125}, {"start": 864.01, "end": 864.23, "word": " that", "probability": 0.92919921875}, {"start": 864.23, "end": 864.71, "word": " organizational", "probability": 0.8857421875}, {"start": 864.71, "end": 865.07, "word": " goals", "probability": 0.9423828125}, {"start": 865.07, "end": 865.23, "word": " are", "probability": 0.9443359375}, {"start": 865.23, "end": 865.63, "word": " attained", "probability": 0.8232421875}, {"start": 865.63, "end": 866.77, "word": " or", "probability": 0.744140625}, {"start": 866.77, "end": 867.21, "word": " doing", "probability": 0.95654296875}, {"start": 867.21, "end": 867.45, "word": " the", "probability": 0.91162109375}, {"start": 867.45, "end": 867.69, "word": " right", "probability": 0.916015625}, {"start": 867.69, "end": 868.07, "word": " things", "probability": 0.74169921875}, {"start": 868.07, "end": 868.95, "word": " or", "probability": 0.69775390625}, {"start": 868.95, "end": 869.17, "word": " it", "probability": 0.69140625}, {"start": 869.17, "end": 869.41, "word": " means", "probability": 0.93212890625}, {"start": 869.41, "end": 869.77, "word": " consent", "probability": 0.94384765625}, {"start": 869.77, "end": 869.97, "word": " with", "probability": 0.84375}, {"start": 869.97, "end": 870.07, "word": " the", "probability": 0.6044921875}, {"start": 870.07, "end": 870.25, "word": " ends", "probability": 0.904296875}, {"start": 870.25, "end": 870.47, "word": " which", "probability": 0.8525390625}, {"start": 870.47, "end": 870.73, "word": " means", "probability": 0.90234375}, {"start": 870.73, "end": 871.07, "word": " goals.", "probability": 0.9267578125}, {"start": 872.01, "end": 872.33, "word": " Now", "probability": 0.896484375}, {"start": 872.33, "end": 872.55, "word": " let's", "probability": 0.9306640625}, {"start": 872.55, "end": 872.75, "word": " come", "probability": 0.8740234375}, {"start": 872.75, "end": 873.05, "word": " here.", "probability": 0.85546875}], "temperature": 1.0}, {"id": 34, "seek": 90050, "start": 873.9, "end": 900.5, "text": " If you are going to look at the word right here, it is adjective. As you know, adjectives are describing nouns rather than actions. Therefore, whenever we are going to say right things, things means ends or goals. So this means what? It means the following.", "tokens": [759, 291, 366, 516, 281, 574, 412, 264, 1349, 558, 510, 11, 309, 307, 44129, 13, 1018, 291, 458, 11, 29378, 1539, 366, 16141, 48184, 2831, 813, 5909, 13, 7504, 11, 5699, 321, 366, 516, 281, 584, 558, 721, 11, 721, 1355, 5314, 420, 5493, 13, 407, 341, 1355, 437, 30, 467, 1355, 264, 3480, 13], "avg_logprob": -0.20641446950142844, "compression_ratio": 1.5731707317073171, "no_speech_prob": 0.0, "words": [{"start": 873.9, "end": 874.16, "word": " If", "probability": 0.77880859375}, {"start": 874.16, "end": 874.24, "word": " you", "probability": 0.94677734375}, {"start": 874.24, "end": 874.36, "word": " are", "probability": 0.68994140625}, {"start": 874.36, "end": 874.58, "word": " going", "probability": 0.916015625}, {"start": 874.58, "end": 874.74, "word": " to", "probability": 0.96533203125}, {"start": 874.74, "end": 874.88, "word": " look", "probability": 0.962890625}, {"start": 874.88, "end": 874.98, "word": " at", "probability": 0.95166015625}, {"start": 874.98, "end": 875.12, "word": " the", "probability": 0.89453125}, {"start": 875.12, "end": 875.3, "word": " word", "probability": 0.66162109375}, {"start": 875.3, "end": 875.58, "word": " right", "probability": 0.69384765625}, {"start": 875.58, "end": 875.8, "word": " here,", "probability": 0.86083984375}, {"start": 875.86, "end": 876.22, "word": " it", "probability": 0.50634765625}, {"start": 876.22, "end": 876.68, "word": " is", "probability": 0.78515625}, {"start": 876.68, "end": 877.16, "word": " adjective.", "probability": 0.469970703125}, {"start": 879.86, "end": 880.18, "word": " As", "probability": 0.7236328125}, {"start": 880.18, "end": 880.32, "word": " you", "probability": 0.962890625}, {"start": 880.32, "end": 880.46, "word": " know,", "probability": 0.88623046875}, {"start": 880.58, "end": 881.06, "word": " adjectives", "probability": 0.840576171875}, {"start": 881.06, "end": 881.5, "word": " are", "probability": 0.71875}, {"start": 881.5, "end": 882.12, "word": " describing", "probability": 0.88671875}, {"start": 882.12, "end": 882.84, "word": " nouns", "probability": 0.9482421875}, {"start": 882.84, "end": 883.96, "word": " rather", "probability": 0.892578125}, {"start": 883.96, "end": 884.44, "word": " than", "probability": 0.95654296875}, {"start": 884.44, "end": 886.0, "word": " actions.", "probability": 0.8876953125}, {"start": 889.72, "end": 890.24, "word": " Therefore,", "probability": 0.5673828125}, {"start": 890.46, "end": 890.72, "word": " whenever", "probability": 0.8779296875}, {"start": 890.72, "end": 890.96, "word": " we", "probability": 0.93505859375}, {"start": 890.96, "end": 891.06, "word": " are", "probability": 0.7822265625}, {"start": 891.06, "end": 891.24, "word": " going", "probability": 0.9375}, {"start": 891.24, "end": 891.38, "word": " to", "probability": 0.9716796875}, {"start": 891.38, "end": 891.58, "word": " say", "probability": 0.94482421875}, {"start": 891.58, "end": 891.96, "word": " right", "probability": 0.5712890625}, {"start": 891.96, "end": 892.3, "word": " things,", "probability": 0.66943359375}, {"start": 892.42, "end": 892.64, "word": " things", "probability": 0.8330078125}, {"start": 892.64, "end": 893.14, "word": " means", "probability": 0.55029296875}, {"start": 893.14, "end": 894.3, "word": " ends", "probability": 0.90869140625}, {"start": 894.3, "end": 895.0, "word": " or", "probability": 0.92431640625}, {"start": 895.0, "end": 895.88, "word": " goals.", "probability": 0.91943359375}, {"start": 898.34, "end": 898.86, "word": " So", "probability": 0.775390625}, {"start": 898.86, "end": 899.1, "word": " this", "probability": 0.7001953125}, {"start": 899.1, "end": 899.36, "word": " means", "probability": 0.8984375}, {"start": 899.36, "end": 899.6, "word": " what?", "probability": 0.81298828125}, {"start": 899.72, "end": 899.86, "word": " It", "probability": 0.86767578125}, {"start": 899.86, "end": 900.08, "word": " means", "probability": 0.9326171875}, {"start": 900.08, "end": 900.22, "word": " the", "probability": 0.8828125}, {"start": 900.22, "end": 900.5, "word": " following.", "probability": 0.9169921875}], "temperature": 1.0}, {"id": 35, "seek": 92341, "start": 901.75, "end": 923.41, "text": " The more the management of the organization will be able to achieve the goals, the more they are going to be named to be what? Effective. Or the vice versa is correct. In other words, if you are not able to achieve your goals, this means your company is not effective enough. Is not effective enough.", "tokens": [440, 544, 264, 4592, 295, 264, 4475, 486, 312, 1075, 281, 4584, 264, 5493, 11, 264, 544, 436, 366, 516, 281, 312, 4926, 281, 312, 437, 30, 17764, 488, 13, 1610, 264, 11964, 25650, 307, 3006, 13, 682, 661, 2283, 11, 498, 291, 366, 406, 1075, 281, 4584, 428, 5493, 11, 341, 1355, 428, 2237, 307, 406, 4942, 1547, 13, 1119, 406, 4942, 1547, 13], "avg_logprob": -0.16276042118217005, "compression_ratio": 1.739884393063584, "no_speech_prob": 0.0, "words": [{"start": 901.75, "end": 902.01, "word": " The", "probability": 0.763671875}, {"start": 902.01, "end": 902.33, "word": " more", "probability": 0.93798828125}, {"start": 902.33, "end": 902.51, "word": " the", "probability": 0.869140625}, {"start": 902.51, "end": 902.79, "word": " management", "probability": 0.8837890625}, {"start": 902.79, "end": 902.99, "word": " of", "probability": 0.95654296875}, {"start": 902.99, "end": 903.09, "word": " the", "probability": 0.82373046875}, {"start": 903.09, "end": 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The answer is yes. Therefore, effectiveness and efficiency, both of them are interrelated and sometimes overlapped. And what is the meaning of overlapped? In other words, sometimes one coin or one face of this coin might be an exhibition for the second face. 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974.55, "text": " We might be confused and we might say it means the same meaning of effectiveness and the same thing with effectiveness regarding efficiency. Let's give example. Now listen. Imagine we took a decision to establish our shoes factory. 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To produce what? A pair of shoes. One hour. 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Imagine regarding the actual work, we are talking about a scenario where each pair of shoes is requiring us two hours to be produced. So the cost for producing a pair of shoes will be four hours. Or four dollars, sorry, four US dollars.", "tokens": [4453, 2546, 3808, 13, 11739, 8595, 264, 3539, 589, 11, 321, 366, 1417, 466, 257, 9005, 689, 1184, 6119, 295, 6654, 307, 24165, 505, 732, 2496, 281, 312, 7126, 13, 407, 264, 2063, 337, 10501, 257, 6119, 295, 6654, 486, 312, 1451, 2496, 13, 1610, 1451, 3808, 11, 2597, 11, 1451, 2546, 3808, 13], "avg_logprob": -0.21590908657420765, "compression_ratio": 1.5617283950617284, "no_speech_prob": 0.0, "words": [{"start": 1004.84, "end": 1005.1, "word": " Two", "probability": 0.11639404296875}, {"start": 1005.1, "end": 1005.38, "word": " US", "probability": 0.72509765625}, {"start": 1005.38, "end": 1005.6, "word": " dollars.", "probability": 0.442626953125}, {"start": 1009.44, "end": 1010.0, "word": " Imagine", "probability": 0.56640625}, {"start": 1010.0, "end": 1010.48, "word": " regarding", "probability": 0.78369140625}, {"start": 1010.48, "end": 1010.68, "word": " the", "probability": 0.88525390625}, {"start": 1010.68, "end": 1011.02, "word": " actual", "probability": 0.89990234375}, {"start": 1011.02, "end": 1011.5, "word": " work,", "probability": 0.916015625}, {"start": 1012.44, "end": 1012.68, "word": " we", "probability": 0.90673828125}, {"start": 1012.68, "end": 1012.86, "word": " are", "probability": 0.904296875}, {"start": 1012.86, "end": 1013.18, "word": " talking", "probability": 0.83740234375}, {"start": 1013.18, "end": 1013.46, "word": " about", "probability": 0.9072265625}, {"start": 1013.46, "end": 1013.62, "word": " a", "probability": 0.974609375}, {"start": 1013.62, "end": 1014.0, "word": " scenario", "probability": 0.8994140625}, {"start": 1014.0, "end": 1014.54, "word": " where", "probability": 0.87841796875}, {"start": 1014.54, "end": 1015.1, "word": " each", "probability": 0.9306640625}, {"start": 1015.1, "end": 1015.42, "word": " pair", "probability": 0.88623046875}, {"start": 1015.42, "end": 1015.6, "word": " of", "probability": 0.96923828125}, {"start": 1015.6, "end": 1015.88, "word": " shoes", "probability": 0.9296875}, {"start": 1015.88, "end": 1016.14, "word": " is", "probability": 0.87744140625}, {"start": 1016.14, "end": 1016.66, "word": " requiring", "probability": 0.95361328125}, {"start": 1016.66, "end": 1017.1, "word": " us", "probability": 0.908203125}, {"start": 1017.1, "end": 1017.72, "word": " two", "probability": 0.80615234375}, {"start": 1017.72, "end": 1018.06, "word": " hours", "probability": 0.9189453125}, {"start": 1018.06, "end": 1018.2, "word": " to", "probability": 0.96630859375}, {"start": 1018.2, "end": 1018.32, "word": " be", "probability": 0.77001953125}, {"start": 1018.32, "end": 1018.7, "word": " produced.", "probability": 0.90966796875}, {"start": 1019.64, "end": 1020.08, "word": " So", "probability": 0.9130859375}, {"start": 1020.08, "end": 1020.32, "word": " the", "probability": 0.701171875}, {"start": 1020.32, "end": 1020.76, "word": " cost", "probability": 0.9091796875}, {"start": 1020.76, "end": 1021.04, "word": " for", "probability": 0.8583984375}, {"start": 1021.04, "end": 1021.66, "word": " producing", "probability": 0.87451171875}, {"start": 1021.66, "end": 1021.94, "word": " a", "probability": 0.9873046875}, {"start": 1021.94, "end": 1022.1, "word": " pair", "probability": 0.875}, {"start": 1022.1, "end": 1022.24, "word": " of", "probability": 0.96630859375}, {"start": 1022.24, "end": 1022.48, "word": " shoes", "probability": 0.9375}, {"start": 1022.48, "end": 1022.72, "word": " will", "probability": 0.84912109375}, {"start": 1022.72, "end": 1023.7, "word": " be", "probability": 0.94873046875}, {"start": 1023.7, "end": 1024.64, "word": " four", "probability": 0.77587890625}, {"start": 1024.64, "end": 1024.98, "word": " hours.", "probability": 0.65087890625}, {"start": 1029.6, "end": 1030.16, "word": " Or", "probability": 0.81396484375}, {"start": 1030.16, "end": 1030.34, "word": " four", "probability": 0.869140625}, {"start": 1030.34, "end": 1030.6, "word": " dollars,", "probability": 0.82373046875}, {"start": 1030.72, "end": 1030.9, "word": " sorry,", "probability": 0.82568359375}, {"start": 1031.26, "end": 1031.4, "word": " four", "probability": 0.84814453125}, {"start": 1031.4, "end": 1031.6, "word": " US", "probability": 0.9375}, {"start": 1031.6, "end": 1031.8, "word": " dollars.", "probability": 0.94189453125}], "temperature": 1.0}, {"id": 40, "seek": 106091, "start": 1032.85, "end": 1060.91, "text": " Now, these four US dollars, is it related to the cost? Yes. Is it related to the time? Of course. Is it related to the effort? Of course. Let's talk about another scenario. Our management is smart and they innovated a new approach of producing by which the time is going to be what? One hour only, not two hours.", "tokens": [823, 11, 613, 1451, 2546, 3808, 11, 307, 309, 4077, 281, 264, 2063, 30, 1079, 13, 1119, 309, 4077, 281, 264, 565, 30, 2720, 1164, 13, 1119, 309, 4077, 281, 264, 4630, 30, 2720, 1164, 13, 961, 311, 751, 466, 1071, 9005, 13, 2621, 4592, 307, 4069, 293, 436, 5083, 770, 257, 777, 3109, 295, 10501, 538, 597, 264, 565, 307, 516, 281, 312, 437, 30, 1485, 1773, 787, 11, 406, 732, 2496, 13], "avg_logprob": -0.18979167024294535, "compression_ratio": 1.621761658031088, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1032.85, "end": 1033.25, "word": " Now,", "probability": 0.771484375}, {"start": 1033.39, "end": 1033.59, "word": " these", "probability": 0.461181640625}, {"start": 1033.59, "end": 1033.83, "word": " four", "probability": 0.248291015625}, {"start": 1033.83, "end": 1034.07, "word": " US", "probability": 0.65380859375}, {"start": 1034.07, "end": 1034.41, "word": " dollars,", "probability": 0.61181640625}, {"start": 1035.21, "end": 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Two hours. Well, this is going to be less. The effort and the cost and the time. So which scenario is better? This one or that one? This one. Is it related to profit? Of course. The less cost we are going to invest and the less effort we are going to invest, this means the more profit we will gain. And the vice versa is correct. The profit itself is what?", "tokens": [407, 294, 341, 1389, 11, 321, 366, 516, 281, 751, 466, 437, 30, 4453, 2496, 13, 1042, 11, 341, 307, 516, 281, 312, 1570, 13, 440, 4630, 293, 264, 2063, 293, 264, 565, 13, 407, 597, 9005, 307, 1101, 30, 639, 472, 420, 300, 472, 30, 639, 472, 13, 1119, 309, 4077, 281, 7475, 30, 2720, 1164, 13, 440, 1570, 2063, 321, 366, 516, 281, 1963, 293, 264, 1570, 4630, 321, 366, 516, 281, 1963, 11, 341, 1355, 264, 544, 7475, 321, 486, 6052, 13, 400, 264, 11964, 25650, 307, 3006, 13, 440, 7475, 2564, 307, 437, 30], "avg_logprob": -0.18481691588055005, "compression_ratio": 1.8295964125560538, "no_speech_prob": 0.0, "words": [{"start": 1061.52, "end": 1061.72, "word": " So", "probability": 0.72412109375}, {"start": 1061.72, "end": 1061.84, "word": " in", "probability": 0.7099609375}, {"start": 1061.84, "end": 1062.02, "word": " this", "probability": 0.9423828125}, {"start": 1062.02, "end": 1062.26, "word": " case,", "probability": 0.91064453125}, {"start": 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Exactly. Because of this, we are saying if chance and effectiveness, both of them, they are interrelated or interconnected or overlapped. The more appropriate, this means we are talking about the goals. The goals is related for? This thing is related to? If chance. 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Both of them, they are interrelated. Any question, any comments about this? Any question, any comments? Clear? Fair enough. Go on. Let's talk now about a new topic which is called business strategy. Under the business strategy, we will define something called this strategy. It is founded on what? 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So if we would like to break or divide this definition into components, we are going to see the following.", "tokens": [823, 2140, 11, 264, 1606, 5206, 11, 309, 11626, 17827, 293, 15228, 12162, 364, 4787, 1606, 4447, 294, 4500, 365, 1080, 1065, 5493, 293, 2721, 257, 7513, 337, 19626, 613, 5493, 13, 407, 498, 321, 576, 411, 281, 1821, 420, 9845, 341, 7123, 666, 6677, 11, 321, 366, 516, 281, 536, 264, 3480, 13], "avg_logprob": -0.16747159578583456, "compression_ratio": 1.5508021390374331, "no_speech_prob": 0.0, "words": [{"start": 1149.62, "end": 1149.92, "word": " Now", "probability": 0.8154296875}, {"start": 1149.92, "end": 1150.24, "word": " listen,", "probability": 0.6650390625}, {"start": 1151.66, "end": 1152.22, "word": " the", "probability": 0.6982421875}, {"start": 1152.22, "end": 1152.56, "word": " business", "probability": 0.875}, {"start": 1152.56, "end": 1153.1, "word": " strategy,", "probability": 0.88916015625}, {"start": 1153.64, "end": 1154.06, "word": " it", "probability": 0.923828125}, {"start": 1154.06, "end": 1154.6, "word": " involves", "probability": 0.87255859375}, {"start": 1154.6, "end": 1155.16, "word": " defining", "probability": 0.875}, {"start": 1155.16, "end": 1155.48, "word": " and", "probability": 0.9423828125}, {"start": 1155.48, "end": 1156.24, "word": " articulating", "probability": 0.98291015625}, {"start": 1156.24, "end": 1157.2, "word": " an", "probability": 0.78564453125}, {"start": 1157.2, "end": 1157.76, "word": " overall", "probability": 0.88330078125}, {"start": 1157.76, "end": 1158.68, "word": " business", "probability": 0.94189453125}, {"start": 1158.68, "end": 1159.14, "word": " mission", "probability": 0.88720703125}, {"start": 1159.14, "end": 1160.14, "word": " in", "probability": 0.60302734375}, {"start": 1160.14, "end": 1160.52, "word": " addition", "probability": 0.95654296875}, {"start": 1160.52, "end": 1160.78, "word": " with", "probability": 0.849609375}, {"start": 1160.78, "end": 1160.94, "word": " its", "probability": 0.87255859375}, {"start": 1160.94, "end": 1161.16, "word": " own", "probability": 0.91943359375}, {"start": 1161.16, "end": 1161.5, "word": " goals", "probability": 0.93798828125}, {"start": 1161.5, "end": 1162.26, "word": " and", "probability": 0.6796875}, {"start": 1162.26, "end": 1162.76, "word": " finally", "probability": 0.83837890625}, {"start": 1162.76, "end": 1163.6, "word": " a", "probability": 0.642578125}, {"start": 1163.6, "end": 1164.1, "word": " mechanism", "probability": 0.92724609375}, {"start": 1164.1, "end": 1164.94, "word": " for", "probability": 0.93212890625}, {"start": 1164.94, "end": 1165.4, "word": " achieving", "probability": 0.8916015625}, {"start": 1165.4, "end": 1165.66, "word": " these", "probability": 0.8291015625}, {"start": 1165.66, "end": 1166.0, "word": " goals.", "probability": 0.94482421875}, {"start": 1167.42, "end": 1167.7, "word": " So", "probability": 0.64404296875}, {"start": 1167.7, "end": 1167.9, "word": " if", "probability": 0.74072265625}, {"start": 1167.9, "end": 1167.98, "word": " we", "probability": 0.8115234375}, {"start": 1167.98, "end": 1168.14, "word": " would", "probability": 0.89501953125}, {"start": 1168.14, "end": 1168.4, "word": " like", "probability": 0.931640625}, {"start": 1168.4, "end": 1168.64, "word": " to", "probability": 0.9658203125}, {"start": 1168.64, "end": 1169.1, "word": " break", "probability": 0.9794921875}, {"start": 1169.1, "end": 1169.68, "word": " or", "probability": 0.91650390625}, {"start": 1169.68, "end": 1170.44, "word": " divide", "probability": 0.9248046875}, {"start": 1170.44, "end": 1170.88, "word": " this", "probability": 0.9287109375}, {"start": 1170.88, "end": 1171.36, "word": " definition", "probability": 0.9501953125}, {"start": 1171.36, "end": 1172.24, "word": " into", "probability": 0.84326171875}, {"start": 1172.24, "end": 1172.86, "word": " components,", "probability": 0.92138671875}, {"start": 1173.32, "end": 1173.6, "word": " we", "probability": 0.95361328125}, {"start": 1173.6, "end": 1173.74, "word": " are", "probability": 0.9091796875}, {"start": 1173.74, "end": 1174.0, "word": " going", "probability": 0.943359375}, {"start": 1174.0, "end": 1174.16, "word": " to", "probability": 0.96826171875}, {"start": 1174.16, "end": 1174.28, "word": " see", "probability": 0.9365234375}, {"start": 1174.28, "end": 1174.46, "word": " the", "probability": 0.9208984375}, {"start": 1174.46, "end": 1174.7, "word": " following.", "probability": 0.8994140625}], "temperature": 1.0}, {"id": 45, "seek": 120374, "start": 1175.7, "end": 1203.74, "text": " Number one, we are talking about missions. Number two, we are talking about goals. And number three, we are talking about mechanism of achieving. This is the definition of business strategy. So business strategy all the time, remember, it is a document through which we will identify mission, then goals, and then a mechanism for achieving these goals. That's it. This is what?", "tokens": [5118, 472, 11, 321, 366, 1417, 466, 13744, 13, 5118, 732, 11, 321, 366, 1417, 466, 5493, 13, 400, 1230, 1045, 11, 321, 366, 1417, 466, 7513, 295, 19626, 13, 639, 307, 264, 7123, 295, 1606, 5206, 13, 407, 1606, 5206, 439, 264, 565, 11, 1604, 11, 309, 307, 257, 4166, 807, 597, 321, 486, 5876, 4447, 11, 550, 5493, 11, 293, 550, 257, 7513, 337, 19626, 613, 5493, 13, 663, 311, 309, 13, 639, 307, 437, 30], "avg_logprob": -0.1553599675999412, "compression_ratio": 1.8439024390243903, "no_speech_prob": 0.0, "words": [{"start": 1175.7, "end": 1176.08, "word": " Number", "probability": 0.5263671875}, {"start": 1176.08, "end": 1176.48, "word": " one,", "probability": 0.66455078125}, {"start": 1176.82, "end": 1176.9, "word": " we", "probability": 0.92333984375}, {"start": 1176.9, "end": 1177.02, "word": " are", "probability": 0.88671875}, {"start": 1177.02, "end": 1177.32, "word": " talking", "probability": 0.8486328125}, {"start": 1177.32, "end": 1177.7, "word": " 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So once again, business strategy. We are referring to a document through which we are going to identify our own mission, the mission of our business I mean, and second, the goals of this business, and third, a mechanism for achieving or implementing these goals. So by this we are saying we are talking about business strategy. Is it simple? It's very simple. Okay?", "tokens": [10715, 5206, 13, 407, 1564, 797, 11, 1606, 5206, 13, 492, 366, 13761, 281, 257, 4166, 807, 597, 321, 366, 516, 281, 5876, 527, 1065, 4447, 11, 264, 4447, 295, 527, 1606, 286, 914, 11, 293, 1150, 11, 264, 5493, 295, 341, 1606, 11, 293, 2636, 11, 257, 7513, 337, 19626, 420, 18114, 613, 5493, 13, 407, 538, 341, 321, 366, 1566, 321, 366, 1417, 466, 1606, 5206, 13, 1119, 309, 2199, 30, 467, 311, 588, 2199, 13, 1033, 30], "avg_logprob": -0.20582561139707212, "compression_ratio": 1.7741935483870968, "no_speech_prob": 3.5762786865234375e-07, "words": [{"start": 1204.81, "end": 1205.25, "word": " Business", "probability": 0.359130859375}, {"start": 1205.25, "end": 1205.81, "word": " strategy.", "probability": 0.415771484375}, {"start": 1206.87, "end": 1207.07, "word": " So", "probability": 0.66943359375}, {"start": 1207.07, "end": 1207.23, "word": " once", "probability": 0.77294921875}, {"start": 1207.23, "end": 1207.53, "word": " again,", "probability": 0.953125}, {"start": 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"word": " Okay?", "probability": 0.60107421875}], "temperature": 1.0}, {"id": 47, "seek": 126045, "start": 1233.71, "end": 1260.45, "text": " Let's talk about its own sister, which is marketing strategy. In marketing strategy, remember, we are referring to a set of integrated decisions and actions. When we are saying integrated, it means all the decisions and the steps, they are influencing one another, or they are founded on one another.", "tokens": [961, 311, 751, 466, 1080, 1065, 4892, 11, 597, 307, 6370, 5206, 13, 682, 6370, 5206, 11, 1604, 11, 321, 366, 13761, 281, 257, 992, 295, 10919, 5327, 293, 5909, 13, 1133, 321, 366, 1566, 10919, 11, 309, 1355, 439, 264, 5327, 293, 264, 4439, 11, 436, 366, 40396, 472, 1071, 11, 420, 436, 366, 13234, 322, 472, 1071, 13], "avg_logprob": -0.19300717310827287, "compression_ratio": 1.7298850574712643, "no_speech_prob": 0.0, "words": [{"start": 1233.71, "end": 1234.27, "word": " Let's", "probability": 0.7158203125}, {"start": 1234.27, "end": 1234.51, "word": " talk", "probability": 0.880859375}, {"start": 1234.51, "end": 1234.85, "word": " about", "probability": 0.90673828125}, {"start": 1234.85, "end": 1235.03, "word": " its", "probability": 0.79931640625}, {"start": 1235.03, "end": 1235.23, "word": " own", "probability": 0.615234375}, {"start": 1235.23, "end": 1235.69, "word": " sister,", "probability": 0.85986328125}, {"start": 1236.51, "end": 1236.61, "word": " which", "probability": 0.9013671875}, {"start": 1236.61, "end": 1236.99, "word": " is", "probability": 0.94970703125}, {"start": 1236.99, "end": 1238.13, "word": " marketing", "probability": 0.397216796875}, {"start": 1238.13, "end": 1238.65, "word": " strategy.", "probability": 0.8984375}, {"start": 1239.77, "end": 1240.15, "word": " In", "probability": 0.92236328125}, {"start": 1240.15, "end": 1240.57, "word": " marketing", "probability": 0.7646484375}, {"start": 1240.57, "end": 1241.07, "word": " strategy,", "probability": 0.89892578125}, {"start": 1241.19, "end": 1241.51, "word": " remember,", "probability": 0.869140625}, {"start": 1242.53, "end": 1242.87, "word": " we", "probability": 0.94580078125}, {"start": 1242.87, "end": 1243.07, "word": " are", "probability": 0.93212890625}, {"start": 1243.07, "end": 1243.61, "word": " referring", "probability": 0.9267578125}, {"start": 1243.61, "end": 1246.59, "word": " to", "probability": 0.95361328125}, {"start": 1246.59, "end": 1246.81, "word": " a", "probability": 0.978515625}, {"start": 1246.81, "end": 1247.09, "word": " set", "probability": 0.951171875}, {"start": 1247.09, "end": 1247.37, "word": " of", "probability": 0.96826171875}, {"start": 1247.37, "end": 1247.91, "word": " integrated", "probability": 0.87841796875}, {"start": 1247.91, "end": 1248.57, "word": " decisions", "probability": 0.92138671875}, {"start": 1248.57, "end": 1250.57, "word": " and", "probability": 0.89794921875}, {"start": 1250.57, "end": 1251.27, "word": " actions.", "probability": 0.89990234375}, {"start": 1252.07, "end": 1252.31, "word": " When", "probability": 0.8984375}, {"start": 1252.31, "end": 1252.41, "word": " we", "probability": 0.955078125}, {"start": 1252.41, "end": 1252.53, "word": " are", "probability": 0.826171875}, {"start": 1252.53, "end": 1252.83, "word": " saying", "probability": 0.9130859375}, {"start": 1252.83, "end": 1253.37, "word": " integrated,", "probability": 0.8232421875}, {"start": 1253.61, "end": 1253.81, "word": " it", "probability": 0.74755859375}, {"start": 1253.81, "end": 1254.21, "word": " means", "probability": 0.9267578125}, {"start": 1254.21, "end": 1254.91, "word": " all", "probability": 0.86572265625}, {"start": 1254.91, "end": 1255.05, "word": " the", "probability": 0.908203125}, {"start": 1255.05, "end": 1255.47, "word": " decisions", "probability": 0.92333984375}, {"start": 1255.47, "end": 1255.73, "word": " and", "probability": 0.9365234375}, {"start": 1255.73, "end": 1255.89, "word": " the", "probability": 0.63232421875}, {"start": 1255.89, "end": 1256.21, "word": " steps,", "probability": 0.90380859375}, {"start": 1256.37, "end": 1256.59, "word": " they", "probability": 0.87939453125}, {"start": 1256.59, "end": 1256.77, "word": " are", "probability": 0.93994140625}, {"start": 1256.77, "end": 1257.21, "word": " influencing", "probability": 0.8017578125}, {"start": 1257.21, "end": 1257.45, "word": " one", "probability": 0.9326171875}, {"start": 1257.45, "end": 1257.79, "word": " another,", "probability": 0.92138671875}, {"start": 1258.87, "end": 1258.99, "word": " or", "probability": 0.5908203125}, {"start": 1258.99, "end": 1259.13, "word": " they", "probability": 0.8916015625}, {"start": 1259.13, "end": 1259.35, "word": " are", "probability": 0.94091796875}, {"start": 1259.35, "end": 1259.73, "word": " founded", "probability": 0.9228515625}, {"start": 1259.73, "end": 1259.97, "word": " on", "probability": 0.943359375}, {"start": 1259.97, "end": 1260.15, "word": " one", "probability": 0.9326171875}, {"start": 1260.15, "end": 1260.45, "word": " another.", "probability": 0.92138671875}], "temperature": 1.0}, {"id": 48, "seek": 128811, "start": 1262.2, "end": 1288.12, "text": " A business undertakes, a business takes, why? To achieve its marketing objectives. So marketing strategy decisions are related to market segmentation and target marketing as well as the development of positioning strategy. So let's divide this definition once again.", "tokens": [316, 1606, 15564, 3419, 11, 257, 1606, 2516, 11, 983, 30, 1407, 4584, 1080, 6370, 15961, 13, 407, 6370, 5206, 5327, 366, 4077, 281, 2142, 9469, 399, 293, 3779, 6370, 382, 731, 382, 264, 3250, 295, 26381, 5206, 13, 407, 718, 311, 9845, 341, 7123, 1564, 797, 13], "avg_logprob": -0.2032844387755102, "compression_ratio": 1.6181818181818182, "no_speech_prob": 0.0, "words": [{"start": 1262.2, "end": 1262.46, "word": " A", "probability": 0.75439453125}, {"start": 1262.46, "end": 1262.82, "word": " business", "probability": 0.912109375}, {"start": 1262.82, "end": 1263.5, "word": " undertakes,", "probability": 0.870361328125}, {"start": 1263.56, "end": 1263.7, "word": " a", "probability": 0.87109375}, {"start": 1263.7, "end": 1264.2, "word": " business", "probability": 0.94775390625}, {"start": 1264.2, "end": 1264.92, "word": " takes,", "probability": 0.80810546875}, {"start": 1265.9, "end": 1266.5, "word": " why?", "probability": 0.52587890625}, {"start": 1267.38, "end": 1267.62, "word": " To", "probability": 0.8125}, {"start": 1267.62, "end": 1268.14, "word": " achieve", "probability": 0.86962890625}, {"start": 1268.14, "end": 1268.42, "word": " its", "probability": 0.84765625}, {"start": 1268.42, "end": 1268.8, "word": " marketing", "probability": 0.8056640625}, {"start": 1268.8, "end": 1269.4, "word": " objectives.", "probability": 0.86181640625}, {"start": 1272.94, "end": 1273.94, "word": " So", "probability": 0.54736328125}, {"start": 1273.94, "end": 1274.46, "word": " marketing", "probability": 0.5205078125}, {"start": 1274.46, "end": 1274.98, "word": " strategy", "probability": 0.86181640625}, {"start": 1274.98, "end": 1275.5, "word": " decisions", "probability": 0.92529296875}, {"start": 1275.5, "end": 1275.96, "word": " are", "probability": 0.9287109375}, {"start": 1275.96, "end": 1276.9, "word": " related", "probability": 0.9345703125}, {"start": 1276.9, "end": 1277.2, "word": " to", "probability": 0.970703125}, {"start": 1277.2, "end": 1277.52, "word": " market", "probability": 0.86669921875}, {"start": 1277.52, "end": 1278.4, "word": " segmentation", "probability": 0.947509765625}, {"start": 1278.4, "end": 1279.74, "word": " and", "probability": 0.8623046875}, {"start": 1279.74, "end": 1280.18, "word": " target", "probability": 0.92724609375}, {"start": 1280.18, "end": 1280.82, "word": " marketing", "probability": 0.783203125}, {"start": 1280.82, "end": 1281.48, "word": " as", "probability": 0.75244140625}, {"start": 1281.48, "end": 1281.64, "word": " well", "probability": 0.94140625}, {"start": 1281.64, "end": 1281.92, "word": " as", "probability": 0.9609375}, {"start": 1281.92, "end": 1282.06, "word": " the", "probability": 0.87255859375}, {"start": 1282.06, "end": 1282.52, "word": " development", "probability": 0.9326171875}, {"start": 1282.52, "end": 1283.06, "word": " of", "probability": 0.95751953125}, {"start": 1283.06, "end": 1283.52, "word": " positioning", "probability": 0.86376953125}, {"start": 1283.52, "end": 1284.22, "word": " strategy.", "probability": 0.57763671875}, {"start": 1285.46, "end": 1285.72, "word": " So", "probability": 0.8427734375}, {"start": 1285.72, "end": 1285.98, "word": " let's", "probability": 0.85009765625}, {"start": 1285.98, "end": 1286.54, "word": " divide", "probability": 0.8818359375}, {"start": 1286.54, "end": 1286.98, "word": " this", "probability": 0.92041015625}, {"start": 1286.98, "end": 1287.52, "word": " definition", "probability": 0.96044921875}, {"start": 1287.52, "end": 1287.8, "word": " once", "probability": 0.900390625}, {"start": 1287.8, "end": 1288.12, "word": " again.", "probability": 0.9560546875}], "temperature": 1.0}, {"id": 49, "seek": 131519, "start": 1289.15, "end": 1315.19, "text": " So marketing strategy, it is a strategy or a decision to answer three things. Number one, market segmentation. Number two, our target customers. And number three, our positioning strategy. So if we are able to identify this thing, the market segmentation, our target group, and our positioning strategy, this means we are talking about marketing strategy.", "tokens": [407, 6370, 5206, 11, 309, 307, 257, 5206, 420, 257, 3537, 281, 1867, 1045, 721, 13, 5118, 472, 11, 2142, 9469, 399, 13, 5118, 732, 11, 527, 3779, 4581, 13, 400, 1230, 1045, 11, 527, 26381, 5206, 13, 407, 498, 321, 366, 1075, 281, 5876, 341, 551, 11, 264, 2142, 9469, 399, 11, 527, 3779, 1594, 11, 293, 527, 26381, 5206, 11, 341, 1355, 321, 366, 1417, 466, 6370, 5206, 13], "avg_logprob": -0.20182292059891754, "compression_ratio": 1.913978494623656, "no_speech_prob": 0.0, "words": [{"start": 1289.15, "end": 1289.47, "word": " So", "probability": 0.349853515625}, {"start": 1289.47, "end": 1289.89, "word": " marketing", "probability": 0.448486328125}, {"start": 1289.89, "end": 1290.43, "word": " strategy,", "probability": 0.88037109375}, {"start": 1290.73, "end": 1290.85, "word": " it", "probability": 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" are", "probability": 0.92041015625}, {"start": 1313.31, "end": 1313.55, "word": " talking", "probability": 0.87255859375}, {"start": 1313.55, "end": 1314.05, "word": " about", "probability": 0.90087890625}, {"start": 1314.05, "end": 1314.73, "word": " marketing", "probability": 0.51708984375}, {"start": 1314.73, "end": 1315.19, "word": " strategy.", "probability": 0.90087890625}], "temperature": 1.0}, {"id": 50, "seek": 134596, "start": 1317.08, "end": 1345.96, "text": " Now let's take them one by one or by giving you an actual example. Now remember if you are having about five or ten thousand US dollars and you would like to invest them in any business around the university or the university compound, well this university compound includes Al-Azhar, IUG as well as Al-Aqsa University.", "tokens": [823, 718, 311, 747, 552, 472, 538, 472, 420, 538, 2902, 291, 364, 3539, 1365, 13, 823, 1604, 498, 291, 366, 1419, 466, 1732, 420, 2064, 4714, 2546, 3808, 293, 291, 576, 411, 281, 1963, 552, 294, 604, 1606, 926, 264, 5454, 420, 264, 5454, 14154, 11, 731, 341, 5454, 14154, 5974, 967, 12, 32, 89, 5854, 11, 44218, 38, 382, 731, 382, 967, 12, 32, 80, 5790, 3535, 13], "avg_logprob": -0.25440141348771644, "compression_ratio": 1.6, "no_speech_prob": 0.0, "words": [{"start": 1317.08, "end": 1317.44, "word": " Now", "probability": 0.71044921875}, {"start": 1317.44, "end": 1317.86, "word": " let's", "probability": 0.735595703125}, {"start": 1317.86, "end": 1318.2, "word": " take", "probability": 0.82763671875}, {"start": 1318.2, "end": 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Why? Because the students don't need this type of project. Yes, and they cannot afford the prices of this product. Is it a good decision to open this shop? Yes. Is it good to adopt or to open a shop through which we are going to provide", "tokens": [316, 1032, 3531, 926, 341, 1859, 30, 1545, 30, 1436, 264, 1731, 500, 380, 643, 341, 2010, 295, 1716, 13, 1079, 11, 293, 436, 2644, 6157, 264, 7901, 295, 341, 1674, 13, 1119, 309, 257, 665, 3537, 281, 1269, 341, 3945, 30, 1079, 13, 1119, 309, 665, 281, 6878, 420, 281, 1269, 257, 3945, 807, 597, 321, 366, 516, 281, 2893], "avg_logprob": -0.21081149169514257, "compression_ratio": 1.5433526011560694, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1525.92, "end": 1526.16, "word": " A", "probability": 0.4697265625}, {"start": 1526.16, "end": 1526.58, "word": " car", "probability": 0.892578125}, {"start": 1526.58, "end": 1527.22, "word": " store", "probability": 0.72412109375}, {"start": 1527.22, "end": 1527.82, "word": " around", "probability": 0.90478515625}, {"start": 1527.82, "end": 1528.08, "word": " this", "probability": 0.94189453125}, {"start": 1528.08, "end": 1528.38, "word": " 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example, kebab and shawarma or kofta for the students, not good enough. Why? Because the prices of meat in our country is expensive. Therefore, we might not be sure if all the people or if all the students are or can afford the price of these meals. So what is the best decision out of the previous three examples?", "tokens": [1171, 1365, 11, 803, 24301, 293, 402, 1607, 36159, 420, 350, 6750, 64, 337, 264, 1731, 11, 406, 665, 1547, 13, 1545, 30, 1436, 264, 7901, 295, 4615, 294, 527, 1941, 307, 5124, 13, 7504, 11, 321, 1062, 406, 312, 988, 498, 439, 264, 561, 420, 498, 439, 264, 1731, 366, 420, 393, 6157, 264, 3218, 295, 613, 12832, 13, 407, 437, 307, 264, 1151, 3537, 484, 295, 264, 3894, 1045, 5110, 30], "avg_logprob": -0.16311232624827204, "compression_ratio": 1.5560975609756098, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1553.49, "end": 1553.71, "word": " For", "probability": 0.7744140625}, {"start": 1553.71, "end": 1554.13, "word": " example,", "probability": 0.953125}, {"start": 1554.99, "end": 1555.35, "word": " kebab", "probability": 0.7095947265625}, {"start": 1555.35, "end": 1555.61, "word": " and", "probability": 0.90087890625}, {"start": 1555.61, "end": 1556.07, "word": " shawarma", "probability": 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Public favorite dish. So this is the best strategy. How did we take a decision? 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Now look at here. The perception of the customers to the product can be influenced through various factors. Some of these factors might be related to price. Some of these factors might be related to quality. Some of these factors might be related to brand.", "tokens": [7587, 13, 823, 574, 412, 510, 13, 440, 12860, 295, 264, 4581, 281, 264, 1674, 393, 312, 15269, 807, 3683, 6771, 13, 2188, 295, 613, 6771, 1062, 312, 4077, 281, 3218, 13, 2188, 295, 613, 6771, 1062, 312, 4077, 281, 3125, 13, 2188, 295, 613, 6771, 1062, 312, 4077, 281, 3360, 13], "avg_logprob": -0.17202241128345705, "compression_ratio": 1.9275362318840579, "no_speech_prob": 0.0, "words": [{"start": 1632.6599999999999, "end": 1633.32, "word": " Exactly.", "probability": 0.6845703125}, {"start": 1633.32, "end": 1633.98, "word": " Now", "probability": 0.751953125}, {"start": 1633.98, "end": 1634.26, "word": " look", "probability": 0.82177734375}, {"start": 1634.26, "end": 1634.44, "word": " at", "probability": 0.873046875}, {"start": 1634.44, "end": 1634.68, "word": " here.", "probability": 0.7255859375}, {"start": 1636.02, "end": 1636.18, "word": " The", "probability": 0.88671875}, {"start": 1636.18, "end": 1636.74, "word": " perception", "probability": 0.81787109375}, {"start": 1636.74, "end": 1637.6, "word": " of", "probability": 0.96728515625}, {"start": 1637.6, "end": 1637.82, "word": " the", "probability": 0.8681640625}, {"start": 1637.82, "end": 1638.42, "word": " customers", "probability": 0.79150390625}, {"start": 1638.42, "end": 1639.72, "word": " to", "probability": 0.908203125}, {"start": 1639.72, "end": 1639.9, "word": " the", "probability": 0.9130859375}, {"start": 1639.9, "end": 1640.42, "word": " product", "probability": 0.88916015625}, {"start": 1640.42, "end": 1641.5, "word": " can", "probability": 0.91552734375}, {"start": 1641.5, "end": 1641.68, "word": " be", "probability": 0.9462890625}, {"start": 1641.68, "end": 1642.1, "word": " influenced", "probability": 0.8623046875}, {"start": 1642.1, "end": 1642.62, "word": " through", "probability": 0.8818359375}, {"start": 1642.62, "end": 1643.02, "word": " various", "probability": 0.93896484375}, {"start": 1643.02, "end": 1643.5, "word": " factors.", "probability": 0.95556640625}, {"start": 1646.44, "end": 1647.1, "word": " Some", "probability": 0.58447265625}, {"start": 1647.1, "end": 1647.3, "word": " of", "probability": 0.962890625}, {"start": 1647.3, "end": 1647.46, "word": " these", "probability": 0.85400390625}, {"start": 1647.46, "end": 1647.82, "word": " factors", "probability": 0.962890625}, {"start": 1647.82, "end": 1648.14, "word": " might", "probability": 0.88818359375}, {"start": 1648.14, "end": 1648.3, "word": " be", "probability": 0.94775390625}, {"start": 1648.3, "end": 1648.62, "word": " related", "probability": 0.9638671875}, {"start": 1648.62, "end": 1648.86, "word": " to", "probability": 0.97119140625}, {"start": 1648.86, "end": 1649.28, "word": " price.", "probability": 0.91943359375}, {"start": 1650.38, "end": 1651.04, "word": " Some", "probability": 0.8701171875}, {"start": 1651.04, "end": 1651.2, "word": " of", "probability": 0.95556640625}, {"start": 1651.2, "end": 1651.4, "word": " these", "probability": 0.85400390625}, {"start": 1651.4, "end": 1651.74, "word": " factors", "probability": 0.958984375}, {"start": 1651.74, "end": 1651.98, "word": " might", "probability": 0.900390625}, {"start": 1651.98, "end": 1652.12, "word": " be", "probability": 0.939453125}, {"start": 1652.12, "end": 1652.4, "word": " related", "probability": 0.970703125}, {"start": 1652.4, "end": 1652.54, "word": " to", "probability": 0.9658203125}, {"start": 1652.54, "end": 1652.92, "word": " quality.", "probability": 0.8408203125}, {"start": 1653.86, "end": 1654.18, "word": " Some", "probability": 0.8798828125}, {"start": 1654.18, "end": 1654.32, "word": " of", "probability": 0.9658203125}, {"start": 1654.32, "end": 1654.46, "word": " these", "probability": 0.84619140625}, {"start": 1654.46, "end": 1654.78, "word": " factors", "probability": 0.96484375}, {"start": 1654.78, "end": 1655.02, "word": " might", "probability": 0.896484375}, {"start": 1655.02, "end": 1655.16, "word": " be", "probability": 0.94384765625}, {"start": 1655.16, "end": 1655.5, "word": " related", "probability": 0.9619140625}, {"start": 1655.5, "end": 1655.78, "word": " to", "probability": 0.9697265625}, {"start": 1655.78, "end": 1656.38, "word": " brand.", "probability": 0.78662109375}], "temperature": 1.0}, {"id": 62, "seek": 168627, "start": 1657.07, "end": 1686.27, "text": " name, some of these factors might be related to the feeling of nationality. Some of these factors might be related to the color, packaging, etc, etc, etc. So all these factors, they are factors which helps you or help you to perceive this product. And after I'm going to perceive this product, I'm going to compare it along with the competitive products.", "tokens": [1315, 11, 512, 295, 613, 6771, 1062, 312, 4077, 281, 264, 2633, 295, 4048, 507, 13, 2188, 295, 613, 6771, 1062, 312, 4077, 281, 264, 2017, 11, 16836, 11, 5183, 11, 5183, 11, 5183, 13, 407, 439, 613, 6771, 11, 436, 366, 6771, 597, 3665, 291, 420, 854, 291, 281, 20281, 341, 1674, 13, 400, 934, 286, 478, 516, 281, 20281, 341, 1674, 11, 286, 478, 516, 281, 6794, 309, 2051, 365, 264, 10043, 3383, 13], "avg_logprob": -0.1520900981766837, "compression_ratio": 1.9505494505494505, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1657.07, "end": 1657.53, "word": " name,", "probability": 0.5244140625}, {"start": 1657.89, "end": 1658.31, "word": " some", "probability": 0.7578125}, {"start": 1658.31, "end": 1658.45, "word": " of", "probability": 0.96435546875}, {"start": 1658.45, "end": 1658.61, "word": " these", "probability": 0.8583984375}, {"start": 1658.61, "end": 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and this is mecca coca-cola", "tokens": [718, 311, 976, 1365, 2140, 510, 718, 311, 751, 466, 732, 10043, 3383, 341, 307, 264, 3174, 295, 12860, 293, 341, 307, 598, 496, 12, 66, 4711, 293, 341, 307, 385, 22394, 598, 496, 12, 66, 4711], "avg_logprob": -0.2590460542001222, "compression_ratio": 1.4666666666666666, "no_speech_prob": 0.0, "words": [{"start": 1687.94, "end": 1688.24, "word": " let's", "probability": 0.5809326171875}, {"start": 1688.24, "end": 1688.38, "word": " give", "probability": 0.85302734375}, {"start": 1688.38, "end": 1688.84, "word": " example", "probability": 0.82958984375}, {"start": 1688.84, "end": 1690.38, "word": " listen", "probability": 0.42529296875}, {"start": 1690.38, "end": 1691.04, "word": " here", "probability": 0.79638671875}, {"start": 1691.04, "end": 1698.06, "word": " let's", "probability": 0.85205078125}, {"start": 1698.06, "end": 1698.26, "word": " talk", "probability": 0.9091796875}, {"start": 1698.26, "end": 1698.6, "word": " about", "probability": 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Now, the item we are going to compare, look at here, price. We are going to compare between the two through quality, experience, nationality, what else?", "tokens": [400, 1293, 295, 552, 11, 436, 366, 10043, 420, 27266, 3383, 13, 823, 11, 264, 3174, 321, 366, 516, 281, 6794, 11, 574, 412, 510, 11, 3218, 13, 492, 366, 516, 281, 6794, 1296, 264, 732, 807, 3125, 11, 1752, 11, 4048, 507, 11, 437, 1646, 30], "avg_logprob": -0.22867839007327953, "compression_ratio": 1.5104895104895104, "no_speech_prob": 0.0, "words": [{"start": 1716.79, "end": 1717.01, "word": " And", "probability": 0.371826171875}, {"start": 1717.01, "end": 1717.19, "word": " both", "probability": 0.86669921875}, {"start": 1717.19, "end": 1717.33, "word": " of", "probability": 0.96923828125}, {"start": 1717.33, "end": 1717.49, "word": " them,", "probability": 0.9091796875}, {"start": 1717.59, "end": 1717.65, "word": " they", "probability": 0.8974609375}, {"start": 1717.65, "end": 1717.79, "word": " are", "probability": 0.93359375}, {"start": 1717.79, "end": 1718.27, "word": " 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So if the sales company or organization will be able to identify these factors, this means they should work hard on this factor so that they could satisfy the customers. By this way, they can ensure a raise of their own sales. Any question? Any comments? Any question? Any comments about this?", "tokens": [412, 264, 1674, 293, 6794, 309, 365, 264, 10043, 3383, 8595, 3683, 4754, 13, 407, 498, 264, 5763, 2237, 420, 4475, 486, 312, 1075, 281, 5876, 613, 6771, 11, 341, 1355, 436, 820, 589, 1152, 322, 341, 5952, 370, 300, 436, 727, 19319, 264, 4581, 13, 3146, 341, 636, 11, 436, 393, 5586, 257, 5300, 295, 641, 1065, 5763, 13, 2639, 1168, 30, 2639, 3053, 30, 2639, 1168, 30, 2639, 3053, 466, 341, 30], "avg_logprob": -0.21416666030883788, "compression_ratio": 1.7072072072072073, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1827.78, "end": 1828.08, "word": " at", "probability": 0.474609375}, {"start": 1828.08, "end": 1828.22, "word": " the", "probability": 0.82421875}, {"start": 1828.22, "end": 1828.68, "word": " product", "probability": 0.86767578125}, {"start": 1828.68, "end": 1828.96, "word": " and", "probability": 0.90283203125}, {"start": 1828.96, "end": 1829.3, "word": " compare", "probability": 0.93115234375}, {"start": 1829.3, "end": 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"end": 1860.02, "text": " So let's summarize Marketing strategy once again", "tokens": [407, 718, 311, 20858, 27402, 5206, 1564, 797], "avg_logprob": -0.4904513888888889, "compression_ratio": 0.8596491228070176, "no_speech_prob": 0.0, "words": [{"start": 1856.72, "end": 1857.06, "word": " So", "probability": 0.460205078125}, {"start": 1857.06, "end": 1857.4, "word": " let's", "probability": 0.833984375}, {"start": 1857.4, "end": 1857.86, "word": " summarize", "probability": 0.7587890625}, {"start": 1857.86, "end": 1858.64, "word": " Marketing", "probability": 0.1749267578125}, {"start": 1858.64, "end": 1859.24, "word": " strategy", "probability": 0.546875}, {"start": 1859.24, "end": 1859.66, "word": " once", "probability": 0.75}, {"start": 1859.66, "end": 1860.02, "word": " again", "probability": 0.9560546875}], "temperature": 1.0}, {"id": 70, "seek": 189123, "start": 1861.87, "end": 1891.23, "text": " They are referring to decisions that are related to market segmentation, identifying our market or target group, as well as positioning strategy. All of them should be answered and they are considered to be the major elements for having a marketing strategy. This is important and it might be a question in the midterm exam. Now let's talk about segmentation and target market. I think we gave you many examples about them. 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customers into groups. Each group has one or more common characteristics. These characteristics might be founded on age, gender, culture, level of income, etc., etc., etc., and even residency. What does residency mean? The location where we are living. All these are common characteristics. 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We said they needed cheap meals, cheap drinks, laptops, computers, computer services, as well as textbooks and stationary. So all the needs are similar. Also the third, they were responsible to marketing programs. 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The same thing with Hanin. The same thing with Bala. So hunger is a common need. A textbook is a common need. But why? All of us are students. This is our characteristic within the membership of this group. Okay? Clear? Any questions or comments about this? 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Let's conclude by positioning strategy. As we said before, whenever we are going to talk about positioning strategy, we have to remember one word which is", "tokens": [682, 661, 2283, 11, 3779, 6370, 14942, 281, 264, 3779, 1594, 295, 527, 4581, 597, 321, 820, 12454, 760, 382, 257, 2237, 13, 961, 311, 16886, 538, 26381, 5206, 13, 1018, 321, 848, 949, 11, 5699, 321, 366, 516, 281, 751, 466, 26381, 5206, 11, 321, 362, 281, 1604, 472, 1349, 597, 307], "avg_logprob": -0.22193286567926407, "compression_ratio": 1.5454545454545454, "no_speech_prob": 0.0, "words": [{"start": 1997.78, "end": 1997.96, "word": " In", "probability": 0.6669921875}, {"start": 1997.96, "end": 1998.16, "word": " other", "probability": 0.89501953125}, {"start": 1998.16, "end": 1998.66, "word": " words,", "probability": 0.88671875}, {"start": 1999.38, "end": 1999.72, "word": " target", "probability": 0.6669921875}, {"start": 1999.72, "end": 2000.26, "word": " marketing", "probability": 0.78515625}, {"start": 2000.26, "end": 2000.6, "word": " refers", "probability": 0.88525390625}, {"start": 2000.6, "end": 2001.06, "word": " to", "probability": 0.97216796875}, {"start": 2001.06, "end": 2001.2, "word": " the", "probability": 0.8876953125}, {"start": 2001.2, "end": 2001.5, "word": " target", "probability": 0.95654296875}, {"start": 2001.5, "end": 2001.88, "word": " group", "probability": 0.92822265625}, {"start": 2001.88, "end": 2002.06, "word": " of", "probability": 0.958984375}, {"start": 2002.06, "end": 2002.28, "word": " our", "probability": 0.86083984375}, {"start": 2002.28, "end": 2002.84, "word": " customers", "probability": 0.84130859375}, {"start": 2002.84, "end": 2003.28, "word": " which", "probability": 0.578125}, {"start": 2003.28, "end": 2003.5, "word": " we", "probability": 0.92822265625}, {"start": 2003.5, "end": 2003.78, "word": " should", "probability": 0.96728515625}, {"start": 2003.78, "end": 2004.12, "word": " hunt", "probability": 0.77685546875}, {"start": 2004.12, "end": 2004.76, "word": " down", "probability": 0.84326171875}, {"start": 2004.76, "end": 2005.78, "word": " as", "probability": 0.83056640625}, {"start": 2005.78, "end": 2009.08, "word": " a", "probability": 0.9794921875}, {"start": 2009.08, "end": 2009.42, "word": " company.", "probability": 0.9208984375}, {"start": 2017.76, "end": 2018.36, "word": " Let's", "probability": 0.53179931640625}, {"start": 2018.36, "end": 2018.82, "word": " conclude", "probability": 0.77734375}, {"start": 2018.82, "end": 2019.12, "word": " by", "probability": 0.9267578125}, {"start": 2019.12, "end": 2019.6, "word": " positioning", "probability": 0.70947265625}, {"start": 2019.6, "end": 2020.22, "word": " strategy.", "probability": 0.8701171875}, {"start": 2021.34, "end": 2021.64, "word": " As", "probability": 0.58203125}, {"start": 2021.64, "end": 2021.8, "word": " we", "probability": 0.921875}, {"start": 2021.8, "end": 2022.08, "word": " said", "probability": 0.92578125}, {"start": 2022.08, "end": 2022.62, "word": " before,", "probability": 0.849609375}, {"start": 2023.18, "end": 2023.44, "word": " whenever", "probability": 0.92138671875}, {"start": 2023.44, "end": 2023.74, "word": " we", "probability": 0.962890625}, {"start": 2023.74, "end": 2023.86, "word": " are", "probability": 0.78759765625}, {"start": 2023.86, "end": 2024.06, "word": " going", "probability": 0.92578125}, {"start": 2024.06, "end": 2024.2, "word": " to", "probability": 0.9697265625}, {"start": 2024.2, "end": 2024.36, "word": " talk", "probability": 0.89599609375}, {"start": 2024.36, "end": 2024.64, "word": " about", "probability": 0.9013671875}, {"start": 2024.64, "end": 2024.94, "word": " positioning", "probability": 0.91455078125}, {"start": 2024.94, "end": 2025.32, "word": " strategy,", "probability": 0.892578125}, {"start": 2025.4, "end": 2025.48, "word": " we", "probability": 0.947265625}, {"start": 2025.48, "end": 2025.6, "word": " have", "probability": 0.87109375}, {"start": 2025.6, "end": 2025.68, "word": " to", "probability": 0.96875}, {"start": 2025.68, "end": 2025.92, "word": " remember", "probability": 0.87255859375}, {"start": 2025.92, "end": 2026.18, "word": " one", "probability": 0.92431640625}, {"start": 2026.18, "end": 2026.42, "word": " word", "probability": 0.892578125}, {"start": 2026.42, "end": 2026.64, "word": " which", "probability": 0.47509765625}, {"start": 2026.64, "end": 2026.94, "word": " is", "probability": 0.951171875}], "temperature": 1.0}, {"id": 76, "seek": 205405, "start": 2027.45, "end": 2054.05, "text": " Perception. In other words, positioning strategy is developed and implemented based on product, price, distribution and promotion decisions. A promotion decision includes what? Packaging with color and etc and other components. Okay, so positioning occurs in the mind of the consumer.", "tokens": [3026, 7311, 13, 682, 661, 2283, 11, 26381, 5206, 307, 4743, 293, 12270, 2361, 322, 1674, 11, 3218, 11, 7316, 293, 15783, 5327, 13, 316, 15783, 3537, 5974, 437, 30, 18466, 3568, 365, 2017, 293, 5183, 293, 661, 6677, 13, 1033, 11, 370, 26381, 11843, 294, 264, 1575, 295, 264, 9711, 13], "avg_logprob": -0.22081367362220333, "compression_ratio": 1.5573770491803278, "no_speech_prob": 0.0, "words": [{"start": 2027.45, "end": 2028.15, "word": " Perception.", "probability": 0.6392822265625}, {"start": 2029.83, "end": 2030.07, "word": " In", "probability": 0.93310546875}, {"start": 2030.07, "end": 2030.31, "word": " other", "probability": 0.88818359375}, {"start": 2030.31, "end": 2030.77, "word": " words,", "probability": 0.8720703125}, {"start": 2031.47, "end": 2031.79, "word": " positioning", "probability": 0.76611328125}, {"start": 2031.79, "end": 2032.37, "word": " strategy", "probability": 0.833984375}, {"start": 2032.37, "end": 2032.97, "word": " is", "probability": 0.94482421875}, {"start": 2032.97, "end": 2033.51, "word": " developed", "probability": 0.83544921875}, {"start": 2033.51, "end": 2034.59, "word": " and", "probability": 0.9111328125}, {"start": 2034.59, "end": 2035.25, "word": " implemented", "probability": 0.78515625}, {"start": 2035.25, "end": 2036.29, "word": " based", "probability": 0.88427734375}, {"start": 2036.29, "end": 2036.65, "word": " on", "probability": 0.951171875}, {"start": 2036.65, "end": 2037.63, "word": " product,", "probability": 0.810546875}, {"start": 2038.33, "end": 2038.99, "word": " price,", "probability": 0.919921875}, {"start": 2039.25, "end": 2039.93, "word": " distribution", "probability": 0.859375}, {"start": 2039.93, "end": 2040.59, "word": " and", "probability": 0.61181640625}, {"start": 2040.59, "end": 2041.07, "word": " promotion", "probability": 0.86474609375}, {"start": 2041.07, "end": 2041.69, "word": " decisions.", "probability": 0.8828125}, {"start": 2043.05, "end": 2043.19, "word": " A", "probability": 0.666015625}, {"start": 2043.19, "end": 2043.55, "word": " promotion", "probability": 0.88525390625}, {"start": 2043.55, "end": 2043.97, "word": " decision", "probability": 0.904296875}, {"start": 2043.97, "end": 2044.51, "word": " includes", "probability": 0.86376953125}, {"start": 2044.51, "end": 2044.87, "word": " what?", "probability": 0.63037109375}, {"start": 2045.25, "end": 2046.05, "word": " Packaging", "probability": 0.88037109375}, {"start": 2046.05, "end": 2046.31, "word": " with", "probability": 0.40771484375}, {"start": 2046.31, "end": 2046.67, "word": " color", "probability": 0.646484375}, {"start": 2046.67, "end": 2046.99, "word": " and", "probability": 0.80322265625}, {"start": 2046.99, "end": 2047.29, "word": " etc", "probability": 0.56396484375}, {"start": 2047.29, "end": 2047.53, "word": " and", "probability": 0.50244140625}, {"start": 2047.53, "end": 2047.71, "word": " other", "probability": 0.88330078125}, {"start": 2047.71, "end": 2048.23, "word": " components.", "probability": 0.9150390625}, {"start": 2049.13, "end": 2049.35, "word": " Okay,", "probability": 0.5849609375}, {"start": 2049.85, "end": 2049.99, "word": " so", "probability": 0.890625}, {"start": 2049.99, "end": 2050.51, "word": " positioning", "probability": 0.9052734375}, {"start": 2050.51, "end": 2051.73, "word": " occurs", "probability": 0.94970703125}, {"start": 2051.73, "end": 2052.53, "word": " in", "probability": 0.9462890625}, {"start": 2052.53, "end": 2052.73, "word": " the", "probability": 0.92333984375}, {"start": 2052.73, "end": 2053.11, "word": " mind", "probability": 0.86669921875}, {"start": 2053.11, "end": 2053.41, "word": " of", "probability": 0.9697265625}, {"start": 2053.41, "end": 2053.55, "word": " the", "probability": 0.90185546875}, {"start": 2053.55, "end": 2054.05, "word": " consumer.", "probability": 0.8525390625}], "temperature": 1.0}, {"id": 77, "seek": 207541, "start": 2055.17, "end": 2075.41, "text": " It is a psychological conceptual process and refers to how the consumer perceives, realizes, looks at the product, brand, company vis-à-vis a competitor's competitive products. Clear?", "tokens": [467, 307, 257, 14346, 24106, 1399, 293, 14942, 281, 577, 264, 9711, 9016, 1539, 11, 29316, 11, 1542, 412, 264, 1674, 11, 3360, 11, 2237, 1452, 12, 1467, 12, 4938, 257, 27266, 311, 10043, 3383, 13, 14993, 30], "avg_logprob": -0.19381009004054925, "compression_ratio": 1.3120567375886525, "no_speech_prob": 0.0, "words": [{"start": 2055.17, "end": 2055.37, "word": " It", "probability": 0.69580078125}, {"start": 2055.37, "end": 2055.53, "word": " is", "probability": 0.80078125}, {"start": 2055.53, "end": 2055.73, "word": " a", "probability": 0.97216796875}, {"start": 2055.73, "end": 2056.17, "word": " psychological", "probability": 0.91015625}, {"start": 2056.17, "end": 2056.85, "word": " conceptual", "probability": 0.896484375}, {"start": 2056.85, "end": 2057.47, "word": " process", "probability": 0.943359375}, {"start": 2057.47, "end": 2059.05, "word": " and", "probability": 0.611328125}, {"start": 2059.05, "end": 2059.61, "word": " refers", "probability": 0.83837890625}, {"start": 2059.61, "end": 2059.87, "word": " to", "probability": 0.97021484375}, {"start": 2059.87, "end": 2060.05, "word": " how", "probability": 0.9375}, {"start": 2060.05, "end": 2060.23, "word": " the", "probability": 0.8486328125}, {"start": 2060.23, "end": 2060.73, "word": " consumer", "probability": 0.837890625}, {"start": 2060.73, "end": 2061.93, "word": " perceives,", "probability": 0.974853515625}, {"start": 2062.47, "end": 2062.99, "word": " realizes,", "probability": 0.9453125}, {"start": 2063.73, "end": 2063.97, "word": " looks", "probability": 0.603515625}, {"start": 2063.97, "end": 2064.37, "word": " at", "probability": 0.966796875}, {"start": 2064.37, "end": 2065.53, "word": " the", "probability": 0.724609375}, {"start": 2065.53, "end": 2066.09, "word": " product,", "probability": 0.89453125}, {"start": 2066.25, "end": 2066.79, "word": " brand,", "probability": 0.841796875}, {"start": 2066.99, "end": 2067.51, "word": " company", "probability": 0.92822265625}, {"start": 2067.51, "end": 2068.05, "word": " vis", "probability": 0.73828125}, {"start": 2068.05, "end": 2068.21, "word": "-à", "probability": 0.794189453125}, {"start": 2068.21, "end": 2068.33, "word": "-vis", "probability": 0.981689453125}, {"start": 2068.33, "end": 2069.15, "word": " a", "probability": 0.7783203125}, {"start": 2069.15, "end": 2070.69, "word": " competitor's", "probability": 0.58056640625}, {"start": 2070.69, "end": 2071.81, "word": " competitive", "probability": 0.5888671875}, {"start": 2071.81, "end": 2072.67, "word": " products.", "probability": 0.84423828125}, {"start": 2074.41, "end": 2075.41, "word": " Clear?", "probability": 0.89501953125}], "temperature": 1.0}, {"id": 78, "seek": 209356, "start": 2076.32, "end": 2093.56, "text": " Any question or comments? So remember and focus on this word perception. How we are perceiving or realizing or looking at the product and its own competitive ones. Regarding what? These items. Are these items important? Of course.", "tokens": [2639, 1168, 420, 3053, 30, 407, 1604, 293, 1879, 322, 341, 1349, 12860, 13, 1012, 321, 366, 9016, 2123, 420, 16734, 420, 1237, 412, 264, 1674, 293, 1080, 1065, 10043, 2306, 13, 35523, 437, 30, 1981, 4754, 13, 2014, 613, 4754, 1021, 30, 2720, 1164, 13], "avg_logprob": -0.20910904191909951, "compression_ratio": 1.4, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2076.32, "end": 2076.64, "word": " Any", "probability": 0.6484375}, {"start": 2076.64, "end": 2077.02, "word": " question", "probability": 0.52880859375}, {"start": 2077.02, "end": 2077.2, "word": " or", "probability": 0.73681640625}, {"start": 2077.2, "end": 2077.56, "word": " comments?", "probability": 0.71435546875}, {"start": 2078.26, "end": 2078.38, "word": " So", "probability": 0.81494140625}, {"start": 2078.38, "end": 2078.72, "word": " remember", "probability": 0.7216796875}, {"start": 2078.72, "end": 2078.96, "word": " and", "probability": 0.85498046875}, {"start": 2078.96, "end": 2079.24, "word": " focus", "probability": 0.939453125}, {"start": 2079.24, "end": 2079.44, "word": " on", "probability": 0.9462890625}, {"start": 2079.44, "end": 2079.6, "word": " this", "probability": 0.861328125}, {"start": 2079.6, "end": 2080.0, "word": " word", "probability": 0.9072265625}, {"start": 2080.0, "end": 2080.74, "word": " perception.", "probability": 0.27783203125}, {"start": 2081.42, "end": 2081.58, "word": " How", "probability": 0.92431640625}, {"start": 2081.58, "end": 2081.78, "word": " we", "probability": 0.92919921875}, {"start": 2081.78, "end": 2081.94, "word": " are", "probability": 0.87646484375}, {"start": 2081.94, "end": 2082.5, "word": " perceiving", "probability": 0.972900390625}, {"start": 2082.5, "end": 2082.74, "word": " or", "probability": 0.79541015625}, {"start": 2082.74, "end": 2083.18, "word": " realizing", "probability": 0.87451171875}, {"start": 2083.18, "end": 2083.4, "word": " or", "probability": 0.93798828125}, {"start": 2083.4, "end": 2083.76, "word": " looking", "probability": 0.9130859375}, {"start": 2083.76, "end": 2084.5, "word": " at", "probability": 0.9521484375}, {"start": 2084.5, "end": 2084.66, "word": " the", "probability": 0.7880859375}, {"start": 2084.66, "end": 2085.14, "word": " product", "probability": 0.900390625}, {"start": 2085.14, "end": 2085.5, "word": " and", "probability": 0.91943359375}, {"start": 2085.5, "end": 2085.72, "word": " its", "probability": 0.8212890625}, {"start": 2085.72, "end": 2086.04, "word": " own", "probability": 0.890625}, {"start": 2086.04, "end": 2086.64, "word": " competitive", "probability": 0.92431640625}, {"start": 2086.64, "end": 2087.12, "word": " ones.", "probability": 0.9169921875}, {"start": 2087.82, "end": 2088.36, "word": " Regarding", "probability": 0.6865234375}, {"start": 2088.36, "end": 2088.7, "word": " what?", "probability": 0.87646484375}, {"start": 2089.18, "end": 2089.58, "word": " These", "probability": 0.8759765625}, {"start": 2089.58, "end": 2090.0, "word": " items.", "probability": 0.81884765625}, {"start": 2091.4, "end": 2092.12, "word": " Are", "probability": 0.93505859375}, {"start": 2092.12, "end": 2092.34, "word": " these", "probability": 0.853515625}, {"start": 2092.34, "end": 2092.62, "word": " items", "probability": 0.7890625}, {"start": 2092.62, "end": 2093.02, "word": " important?", "probability": 0.880859375}, {"start": 2093.14, "end": 2093.26, "word": " Of", "probability": 0.92529296875}, {"start": 2093.26, "end": 2093.56, "word": " course.", "probability": 0.94140625}], "temperature": 1.0}, {"id": 79, "seek": 212104, "start": 2094.3, "end": 2121.04, "text": " Why? Simply because if the sales organizations are able to identify what are the strongest items which are attracting the customers, this means they will work on enhancing them. If they succeeded on enhancing them, they will ensure attracting a maximum number of customers. Okay, any questions or comments? Move on, before move on, listen.", "tokens": [1545, 30, 19596, 570, 498, 264, 5763, 6150, 366, 1075, 281, 5876, 437, 366, 264, 16595, 4754, 597, 366, 36594, 264, 4581, 11, 341, 1355, 436, 486, 589, 322, 36579, 552, 13, 759, 436, 20263, 322, 36579, 552, 11, 436, 486, 5586, 36594, 257, 6674, 1230, 295, 4581, 13, 1033, 11, 604, 1651, 420, 3053, 30, 10475, 322, 11, 949, 1286, 322, 11, 2140, 13], "avg_logprob": -0.23922822240627173, "compression_ratio": 1.6504854368932038, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2094.3, "end": 2094.74, "word": " Why?", "probability": 0.7001953125}, {"start": 2094.92, "end": 2095.26, "word": " Simply", "probability": 0.6923828125}, {"start": 2095.26, "end": 2095.62, "word": " because", "probability": 0.828125}, {"start": 2095.62, "end": 2095.76, "word": " if", "probability": 0.93115234375}, {"start": 2095.76, "end": 2095.92, "word": " the", "probability": 0.73193359375}, {"start": 2095.92, "end": 2096.22, "word": " sales", "probability": 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American embassy in Benghazi was attacked and banned. And the American ambassador got killed, along with the other three guys. The same thing with the American embassy in the capital of Yemen. Also, the American embassy in Cairo was attacked. And the American flag was burned down. So all these actions, they are what? They are actions which are happening in markets, big markets.", "tokens": [708, 2011, 294, 264, 1036, 732, 1708, 30, 2665, 38012, 294, 29425, 71, 26637, 390, 12692, 293, 19564, 13, 400, 264, 2665, 25445, 658, 4652, 11, 2051, 365, 264, 661, 1045, 1074, 13, 440, 912, 551, 365, 264, 2665, 38012, 294, 264, 4238, 295, 30784, 13, 2743, 11, 264, 2665, 38012, 294, 30983, 340, 390, 12692, 13, 400, 264, 2665, 7166, 390, 13490, 760, 13, 407, 439, 613, 5909, 11, 436, 366, 437, 30, 814, 366, 5909, 597, 366, 2737, 294, 8383, 11, 955, 8383, 13], "avg_logprob": -0.1701688201263033, "compression_ratio": 1.8370044052863437, "no_speech_prob": 0.0, "words": [{"start": 2122.84, "end": 2123.14, "word": " What", "probability": 0.80859375}, {"start": 2123.14, "end": 2123.56, "word": " happened", "probability": 0.8271484375}, {"start": 2123.56, "end": 2124.24, "word": " in", "probability": 0.92626953125}, {"start": 2124.24, "end": 2124.4, "word": " the", "probability": 0.9169921875}, {"start": 2124.4, "end": 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Of course. Therefore, if I am an owner of a supermarket, within the two days or within the couple of weeks ahead or which are going to come, I am going to all the time import Mecca Coca-Cola and try to ignore Coca-Cola at this stage.", "tokens": [407, 360, 291, 519, 264, 3431, 420, 264, 16080, 420, 754, 264, 4400, 30751, 11, 436, 820, 747, 613, 9402, 420, 3931, 666, 2696, 30, 2720, 1164, 13, 7504, 11, 498, 286, 669, 364, 7289, 295, 257, 25180, 11, 1951, 264, 732, 1708, 420, 1951, 264, 1916, 295, 3259, 2286, 420, 597, 366, 516, 281, 808, 11, 286, 669, 516, 281, 439, 264, 565, 974, 1923, 22394, 32719, 12, 42441, 293, 853, 281, 11200, 32719, 12, 42441, 412, 341, 3233, 13], "avg_logprob": -0.1964557988614571, "compression_ratio": 1.6205357142857142, "no_speech_prob": 0.0, "words": [{"start": 2151.8, "end": 2152.08, "word": " So", "probability": 0.68017578125}, {"start": 2152.08, "end": 2152.28, "word": " do", "probability": 0.57568359375}, {"start": 2152.28, "end": 2152.46, "word": " you", 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Because the item of perception now, which is considered to be the winning, is nationality. Exactly. Exactly. So when the consumer is going to knock down on the supermarket or my shop and he is going to drink or have a soft drink, for sure the feeling of nationality is going to be a winning at this stage. Okay?", "tokens": [1545, 30, 1436, 264, 3174, 295, 12860, 586, 11, 597, 307, 4888, 281, 312, 264, 8224, 11, 307, 4048, 507, 13, 7587, 13, 7587, 13, 407, 562, 264, 9711, 307, 516, 281, 6728, 760, 322, 264, 25180, 420, 452, 3945, 293, 415, 307, 516, 281, 2822, 420, 362, 257, 2787, 2822, 11, 337, 988, 264, 2633, 295, 4048, 507, 307, 516, 281, 312, 257, 8224, 412, 341, 3233, 13, 1033, 30], "avg_logprob": -0.19780815641085306, "compression_ratio": 1.634020618556701, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 2180.02, "end": 2180.54, "word": " Why?", "probability": 0.30126953125}, {"start": 2181.4, "end": 2181.76, "word": " Because", "probability": 0.83349609375}, {"start": 2181.76, "end": 2181.98, "word": " the", "probability": 0.8779296875}, {"start": 2181.98, "end": 2182.3, "word": " item", "probability": 0.91845703125}, {"start": 2182.3, "end": 2182.52, "word": " of", "probability": 0.96875}, {"start": 2182.52, "end": 2182.96, "word": " perception", "probability": 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Brand identity. 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Any question, any comments? So far it's easy, it's clear. Now listen, as we said in the midterm exam, I might ask you several questions. 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Compare and contrast between business and marketing strategies. Compare and contrast between efficiency and effectiveness. All these questions are very important and they might be in the middle. Any question or comments? Okay, before I'm going to conclude, who didn't pick up a sales organization from Gaza regarding the research group? 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Okay, what's it? Flashpoint? Okay, go on. Hamed Group? Its core business is what? Food? Food? Furniture? Okay, hotels? You do not know now? 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The group must consist of two members or three or four. Five isn't allowed. One isn't allowed. Okay. Are you following me? What's your name? Business company? 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file mode 100644 index 0000000000000000000000000000000000000000..7c35a0afe0906aa6739c85595a3456dc2c69118d --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/-sSWSniMImU_raw.srt @@ -0,0 +1,2508 @@ +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 --> 00:39:28,340 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +611 +00:39:28,340 --> 00:39:28,340 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +612 +00:39:28,340 --> 00:39:28,340 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +613 +00:39:28,340 --> 00:39:28,340 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +614 +00:39:28,340 --> 00:39:28,340 +Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo Cosmo + +615 +00:39:28,340 --> 00:39:34,360 +Cosmo Cos Okay, next good. Who didn't pick up a + +616 +00:39:34,360 --> 00:39:39,940 +business so far? Who didn't pick up a business? + +617 +00:39:41,200 --> 00:39:43,780 +You must finalize picking up a business. Do you + +618 +00:39:43,780 --> 00:39:44,140 +have a group? + +619 +00:39:47,340 --> 00:39:51,460 +Do you have a group? Who didn't have a group? You? + +620 +00:39:52,180 --> 00:39:56,300 +Raise your hand please. You and you and you. Four? + +621 +00:39:57,700 --> 00:40:01,570 +Okay, look at here. you can join one group if you + +622 +00:40:01,570 --> 00:40:09,290 +would like look at here you can form a group okay + +623 +00:40:09,290 --> 00:40:13,030 +now listen somebody is going to ask what we are + +624 +00:40:13,030 --> 00:40:15,370 +going to do in our research paper next class I'm + +625 +00:40:15,370 --> 00:40:17,710 +going to explain you in a very detailed way what + +626 +00:40:17,710 --> 00:40:21,450 +you should do okay thank you very much see you + +627 +00:40:21,450 --> 00:40:21,870 +next time + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..afb1129adf1a21fd4903121337c25458d3070c47 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4210, "start": 21.16, "end": 42.1, "text": " My name is Ahlam Alwakeel in Faculty of Commerce Level 3. 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This is the point here. Okay? Now, to sum up what Vatah Lam said, all the time remember, if we would like to say this is a qualifying prospect, yes or no, we have to answer this is yes, this is yes, and this is yes. 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Now listen, all the time remember, this is an example for some of the sales agencies. These sales agencies, they are going to say how we are going to assess our sales opportunity. The company is called Siebel or Siebel system. The Siebel system is assessing the sales opportunity. The sales opportunity is founded on four factors. 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Question number three, can we win? And finally it is concluded by, is it worth winning? Now let's analyze this thing. Is there an opportunity? It means the sales agency is going to ask itself. 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Another example, a compelling event. 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So this is considered to be reasons for having opportunity or reasons for not having opportunity. Clear? If we finish with this and everything was okay, then we are going to go to another list.", "tokens": [639, 1062, 4871, 341, 6174, 490, 6511, 420, 6382, 490, 505, 13, 407, 341, 307, 4888, 281, 312, 4112, 337, 1419, 2650, 420, 4112, 337, 406, 1419, 2650, 13, 14993, 30, 759, 321, 2413, 365, 341, 293, 1203, 390, 1392, 11, 550, 321, 366, 516, 281, 352, 281, 1071, 1329, 13], "avg_logprob": -0.20943510102537963, "compression_ratio": 1.5454545454545454, "no_speech_prob": 0.0, "words": [{"start": 670.95, "end": 671.43, "word": " This", "probability": 0.52734375}, {"start": 671.43, "end": 671.77, "word": " might", "probability": 0.85546875}, {"start": 671.77, "end": 672.33, "word": " prevent", "probability": 0.83544921875}, {"start": 672.33, "end": 672.65, "word": " this", "probability": 0.869140625}, {"start": 672.65, "end": 672.93, "word": " firm", "probability": 0.95703125}, {"start": 672.93, "end": 673.25, "word": " from", "probability": 0.88916015625}, {"start": 673.25, "end": 673.59, "word": " selling", "probability": 0.73828125}, {"start": 673.59, "end": 673.99, "word": " or", "probability": 0.900390625}, {"start": 673.99, "end": 674.45, "word": " buying", "probability": 0.55322265625}, {"start": 674.45, "end": 674.85, "word": " from", "probability": 0.87060546875}, {"start": 674.85, "end": 675.55, "word": " us.", "probability": 0.9013671875}, {"start": 676.25, "end": 676.41, "word": " So", "probability": 0.7177734375}, {"start": 676.41, "end": 676.69, "word": " this", "probability": 0.6328125}, {"start": 676.69, "end": 676.83, "word": " is", "probability": 0.8974609375}, {"start": 676.83, "end": 677.21, "word": " considered", "probability": 0.81884765625}, {"start": 677.21, "end": 677.39, "word": " to", "probability": 0.91455078125}, {"start": 677.39, "end": 677.63, "word": " be", "probability": 0.95166015625}, {"start": 677.63, "end": 678.61, "word": " reasons", "probability": 0.810546875}, {"start": 678.61, "end": 679.13, "word": " for", "probability": 0.9267578125}, {"start": 679.13, "end": 680.09, "word": " having", "probability": 0.87890625}, {"start": 680.09, "end": 680.69, "word": " opportunity", "probability": 0.76953125}, {"start": 680.69, "end": 680.91, "word": " or", "probability": 0.900390625}, {"start": 680.91, "end": 681.23, "word": " reasons", "probability": 0.8828125}, {"start": 681.23, "end": 681.63, "word": " for", "probability": 0.93310546875}, {"start": 681.63, "end": 682.15, "word": " not", "probability": 0.9267578125}, {"start": 682.15, "end": 682.55, "word": " having", "probability": 0.89501953125}, {"start": 682.55, "end": 683.09, "word": " opportunity.", "probability": 0.8984375}, {"start": 683.95, "end": 684.29, "word": " Clear?", "probability": 0.82861328125}, {"start": 684.79, "end": 685.47, "word": " If", "probability": 0.8828125}, {"start": 685.47, "end": 685.63, "word": " we", "probability": 0.9541015625}, {"start": 685.63, "end": 685.97, "word": " finish", "probability": 0.45263671875}, {"start": 685.97, "end": 686.19, "word": " with", "probability": 0.87939453125}, {"start": 686.19, "end": 686.45, "word": " this", "probability": 0.9375}, {"start": 686.45, "end": 686.59, "word": " and", "probability": 0.429443359375}, {"start": 686.59, "end": 686.93, "word": " everything", "probability": 0.90234375}, {"start": 686.93, "end": 687.27, "word": " was", "probability": 0.8251953125}, {"start": 687.27, "end": 687.73, "word": " okay,", "probability": 0.64404296875}, {"start": 688.77, "end": 689.21, "word": " then", "probability": 0.84326171875}, {"start": 689.21, "end": 689.89, "word": " we", "probability": 0.92919921875}, {"start": 689.89, "end": 690.01, "word": " are", "probability": 0.8232421875}, {"start": 690.01, "end": 690.23, "word": " going", "probability": 0.94482421875}, {"start": 690.23, "end": 690.37, "word": " to", "probability": 0.96826171875}, {"start": 690.37, "end": 690.49, "word": " go", "probability": 0.83056640625}, {"start": 690.49, "end": 690.57, "word": " to", "probability": 0.94921875}, {"start": 690.57, "end": 690.81, "word": " another", "probability": 0.90771484375}, {"start": 690.81, "end": 691.19, "word": " list.", "probability": 0.94384765625}], "temperature": 1.0}, {"id": 27, "seek": 71838, "start": 693.86, "end": 718.38, "text": " We are going to talk about the formal decision criteria. Also, we are going to go and get information about solution fit. In other words, is our product is going to provide them with solution for their own concerns and problems and needs? Also, sales resources requirements, current relationship, unique business value. Once again, all the comments and all the answers about these points, they must be positive, they must be okay.", "tokens": [492, 366, 516, 281, 751, 466, 264, 9860, 3537, 11101, 13, 2743, 11, 321, 366, 516, 281, 352, 293, 483, 1589, 466, 3827, 3318, 13, 682, 661, 2283, 11, 307, 527, 1674, 307, 516, 281, 2893, 552, 365, 3827, 337, 641, 1065, 7389, 293, 2740, 293, 2203, 30, 2743, 11, 5763, 3593, 7728, 11, 2190, 2480, 11, 3845, 1606, 2158, 13, 3443, 797, 11, 439, 264, 3053, 293, 439, 264, 6338, 466, 613, 2793, 11, 436, 1633, 312, 3353, 11, 436, 1633, 312, 1392, 13], "avg_logprob": -0.1733284946097884, "compression_ratio": 1.7520325203252032, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 693.86, "end": 694.18, "word": " We", "probability": 0.6044921875}, {"start": 694.18, "end": 694.34, "word": " are", "probability": 0.7734375}, {"start": 694.34, "end": 694.52, "word": " going", "probability": 0.9306640625}, {"start": 694.52, "end": 694.64, "word": " to", "probability": 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This third perspective is, can we win? How are we going to determine or answer this question? By analyzing these things. Number one, inside support. 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Executive credibility, cultural compatibility, informal decision criteria, or political alignment? Somebody might ask about the political alignment. This is important. In other words, now if we are going to talk about the transaction and cooperation between the American firms and the Iranian, we can find nothing. Why? 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But if you are going to ask the same question and compare between the cooperation between the Indians and the Iranians, they are cooperating in a very nice way. Why? Because Iran is classifying itself as a neutral country. 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Political alignment. This political alignment is going to encourage or discourage the cooperation or the relationship between the seller and the buyer. Finally, we are talking about this prospectum. Is it worth winning? First, we have to know if this relationship is going to be defined as a short one.", "tokens": [1436, 295, 341, 11, 321, 366, 1417, 466, 437, 30, 34265, 18515, 13, 639, 3905, 18515, 307, 516, 281, 5373, 420, 21497, 609, 264, 14968, 420, 264, 2480, 1296, 264, 23600, 293, 264, 24645, 13, 6288, 11, 321, 366, 1417, 466, 341, 15005, 449, 13, 1119, 309, 3163, 8224, 30, 2386, 11, 321, 362, 281, 458, 498, 341, 2480, 307, 516, 281, 312, 7642, 382, 257, 2099, 472, 13], "avg_logprob": -0.1745535665324756, "compression_ratio": 1.70935960591133, "no_speech_prob": 0.0, "words": [{"start": 796.68, "end": 797.02, "word": " Because", "probability": 0.8203125}, {"start": 797.02, "end": 797.18, "word": " of", "probability": 0.96484375}, {"start": 797.18, "end": 797.36, "word": " this,", "probability": 0.93701171875}, {"start": 797.42, "end": 797.5, "word": " we", "probability": 0.93017578125}, {"start": 797.5, "end": 797.6, "word": " are", "probability": 0.875}, {"start": 797.6, "end": 797.86, "word": " 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So this is an example for assessing opportunities. Any question or comments about this? Go on. Compelling events, it is? 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Sometimes also compelling events. If you would like to strike examples about Gaza, the closure is considered to be a compelling event. The siege is considered to be a compelling event. The lack of insecurity is considered to be a compelling event. So we can give or provide you with many examples. Any questions, any comments about this? Go on. Okay.", "tokens": [639, 307, 364, 1365, 13, 4803, 611, 20050, 3931, 13, 759, 291, 576, 411, 281, 9302, 5110, 466, 37800, 11, 264, 24653, 307, 4888, 281, 312, 257, 20050, 2280, 13, 440, 34147, 307, 4888, 281, 312, 257, 20050, 2280, 13, 440, 5011, 295, 35058, 307, 4888, 281, 312, 257, 20050, 2280, 13, 407, 321, 393, 976, 420, 2893, 291, 365, 867, 5110, 13, 2639, 1651, 11, 604, 3053, 466, 341, 30, 1037, 322, 13, 1033, 13], "avg_logprob": -0.14640827225400255, "compression_ratio": 1.855, "no_speech_prob": 0.0, "words": [{"start": 925.58, "end": 925.9, "word": " This", "probability": 0.7744140625}, {"start": 925.9, "end": 926.0, "word": " is", "probability": 0.943359375}, {"start": 926.0, "end": 926.12, "word": " an", "probability": 0.9384765625}, {"start": 926.12, "end": 926.48, "word": " example.", "probability": 0.9765625}, {"start": 927.22, "end": 927.74, "word": " Sometimes", "probability": 0.90380859375}, {"start": 927.74, "end": 928.12, "word": " also", "probability": 0.72412109375}, 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I specialize in business administration in the third level. It will explain managing the existing account. As we know, customer is the king. 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Too small here means non-profitable customer. 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This price of that product will be covering the cost or indirect sales expense. 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1178.67, "end": 1179.07, "word": " or", "probability": 0.9609375}, {"start": 1179.07, "end": 1179.59, "word": " to", "probability": 0.9619140625}], "temperature": 1.0}, {"id": 47, "seek": 119179, "start": 1180.27, "end": 1191.79, "text": "To know this price will cover, we have two steps, calculating cost per call and break even sales volume. Thank you.", "tokens": [13342, 458, 341, 3218, 486, 2060, 11, 321, 362, 732, 4439, 11, 28258, 2063, 680, 818, 293, 1821, 754, 5763, 5523, 13, 1044, 291, 13], "avg_logprob": -0.30694111035420346, "compression_ratio": 1.1734693877551021, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1180.27, "end": 1180.51, "word": "To", "probability": 0.292724609375}, {"start": 1180.51, "end": 1180.75, "word": " know", "probability": 0.880859375}, {"start": 1180.75, "end": 1183.27, "word": " this", "probability": 0.1436767578125}, {"start": 1183.27, "end": 1183.99, "word": " price", "probability": 0.90966796875}, {"start": 1183.99, "end": 1184.21, "word": " will", "probability": 0.48291015625}, {"start": 1184.21, "end": 1184.57, "word": " cover,", "probability": 0.95263671875}, {"start": 1184.99, "end": 1185.29, "word": " we", "probability": 0.927734375}, {"start": 1185.29, "end": 1185.55, "word": " have", "probability": 0.93603515625}, {"start": 1185.55, "end": 1185.77, "word": " two", "probability": 0.7998046875}, {"start": 1185.77, "end": 1186.43, "word": " steps,", "probability": 0.84423828125}, {"start": 1186.65, "end": 1187.09, "word": " calculating", "probability": 0.91748046875}, {"start": 1187.09, "end": 1187.85, "word": " cost", "probability": 0.828125}, {"start": 1187.85, "end": 1188.13, "word": " per", "probability": 0.94873046875}, {"start": 1188.13, "end": 1188.39, "word": " call", "probability": 0.88671875}, {"start": 1188.39, "end": 1188.67, "word": " and", "probability": 0.857421875}, {"start": 1188.67, "end": 1188.95, "word": " break", "probability": 0.85546875}, {"start": 1188.95, "end": 1189.43, "word": " even", "probability": 0.85986328125}, {"start": 1189.43, "end": 1190.23, "word": " sales", "probability": 0.85888671875}, {"start": 1190.23, "end": 1190.67, "word": " volume.", "probability": 0.92333984375}, {"start": 1191.21, "end": 1191.57, "word": " Thank", "probability": 0.74951171875}, {"start": 1191.57, "end": 1191.79, "word": " you.", "probability": 0.93115234375}], "temperature": 1.0}, {"id": 48, "seek": 121677, "start": 1197.31, "end": 1216.77, "text": " My name Amira El Amassi, I study accounting at the fourth level. In this slide we talk about two steps for the analysis in accounting size. The first step calculating the cost per sales call and the second calculating the break-even sales volume.", "tokens": [1222, 1315, 2012, 4271, 2699, 2012, 640, 72, 11, 286, 2979, 19163, 412, 264, 6409, 1496, 13, 682, 341, 4137, 321, 751, 466, 732, 4439, 337, 264, 5215, 294, 19163, 2744, 13, 440, 700, 1823, 28258, 264, 2063, 680, 5763, 818, 293, 264, 1150, 28258, 264, 1821, 12, 27170, 5763, 5523, 13], "avg_logprob": -0.26341390384818025, "compression_ratio": 1.5153374233128833, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1197.31, "end": 1197.91, "word": " My", "probability": 0.8447265625}, {"start": 1197.91, "end": 1198.15, "word": " name", "probability": 0.88134765625}, {"start": 1198.15, "end": 1198.45, "word": " Amira", "probability": 0.722412109375}, {"start": 1198.45, "end": 1198.63, "word": " El", "probability": 0.52734375}, {"start": 1198.63, "end": 1199.11, "word": " Amassi,", "probability": 0.6316731770833334}, {"start": 1199.57, "end": 1199.61, "word": " I", "probability": 0.36962890625}, {"start": 1199.61, "end": 1199.81, "word": " study", "probability": 0.92724609375}, {"start": 1199.81, "end": 1200.35, "word": " accounting", "probability": 0.73193359375}, {"start": 1200.35, "end": 1200.73, "word": " at", "probability": 0.8681640625}, {"start": 1200.73, "end": 1200.83, "word": " the", "probability": 0.466796875}, {"start": 1200.83, "end": 1201.07, "word": " fourth", "probability": 0.8017578125}, {"start": 1201.07, "end": 1201.63, "word": " level.", "probability": 0.93017578125}, {"start": 1202.73, "end": 1202.91, "word": " In", "probability": 0.89306640625}, {"start": 1202.91, "end": 1203.07, "word": " this", "probability": 0.94873046875}, {"start": 1203.07, "end": 1203.43, "word": " slide", "probability": 0.95556640625}, {"start": 1203.43, "end": 1203.77, "word": " we", "probability": 0.587890625}, {"start": 1203.77, "end": 1204.01, "word": " talk", "probability": 0.82470703125}, {"start": 1204.01, "end": 1204.53, "word": " about", "probability": 0.908203125}, {"start": 1204.53, "end": 1205.25, "word": " two", "probability": 0.875}, {"start": 1205.25, "end": 1206.17, "word": " steps", "probability": 0.86083984375}, {"start": 1206.17, "end": 1206.85, "word": " for", "probability": 0.93115234375}, {"start": 1206.85, "end": 1207.27, "word": " the", "probability": 0.7099609375}, {"start": 1207.27, "end": 1207.69, "word": " analysis", "probability": 0.89111328125}, {"start": 1207.69, "end": 1208.89, "word": " in", "probability": 0.92578125}, {"start": 1208.89, "end": 1209.31, "word": " accounting", "probability": 0.9345703125}, {"start": 1209.31, "end": 1210.11, "word": " size.", "probability": 0.7705078125}, {"start": 1210.57, "end": 1210.65, "word": " The", "probability": 0.8603515625}, {"start": 1210.65, "end": 1210.91, "word": " first", "probability": 0.89013671875}, {"start": 1210.91, "end": 1211.29, "word": " step", "probability": 0.9267578125}, {"start": 1211.29, "end": 1211.97, "word": " calculating", "probability": 0.66162109375}, {"start": 1211.97, "end": 1212.25, "word": " the", "probability": 0.9052734375}, {"start": 1212.25, "end": 1212.55, "word": " cost", "probability": 0.912109375}, {"start": 1212.55, "end": 1212.93, "word": " per", "probability": 0.49560546875}, {"start": 1212.93, "end": 1213.27, "word": " sales", "probability": 0.8544921875}, {"start": 1213.27, "end": 1213.59, "word": " call", "probability": 0.85400390625}, {"start": 1213.59, "end": 1213.79, "word": " and", "probability": 0.763671875}, {"start": 1213.79, "end": 1213.93, "word": " the", "probability": 0.79296875}, {"start": 1213.93, "end": 1214.09, "word": " second", "probability": 0.89892578125}, {"start": 1214.09, "end": 1214.81, "word": " calculating", "probability": 0.9287109375}, {"start": 1214.81, "end": 1215.15, "word": " the", "probability": 0.8974609375}, {"start": 1215.15, "end": 1215.51, "word": " break", "probability": 0.548828125}, {"start": 1215.51, "end": 1215.83, "word": "-even", "probability": 0.64404296875}, {"start": 1215.83, "end": 1216.47, "word": " sales", "probability": 0.748046875}, {"start": 1216.47, "end": 1216.77, "word": " volume.", "probability": 0.94873046875}], "temperature": 1.0}, {"id": 49, "seek": 123228, "start": 1218.74, "end": 1232.28, "text": " Now we're talking about the first step in detail, calculating the cost per sales call. What's the meaning of cost per sales call? This meaning is the function of the number", "tokens": [823, 321, 434, 1417, 466, 264, 700, 1823, 294, 2607, 11, 28258, 264, 2063, 680, 5763, 818, 13, 708, 311, 264, 3620, 295, 2063, 680, 5763, 818, 30, 639, 3620, 307, 264, 2445, 295, 264, 1230], "avg_logprob": -0.23247466699497119, "compression_ratio": 1.453781512605042, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1218.74, "end": 1219.3, "word": " Now", "probability": 0.6787109375}, {"start": 1219.3, "end": 1219.5, "word": " we're", "probability": 0.5465087890625}, {"start": 1219.5, "end": 1219.78, "word": " talking", "probability": 0.84814453125}, {"start": 1219.78, "end": 1220.28, "word": " about", "probability": 0.90576171875}, {"start": 1220.28, "end": 1220.56, "word": " the", "probability": 0.896484375}, {"start": 1220.56, "end": 1220.78, "word": " first", "probability": 0.88671875}, {"start": 1220.78, "end": 1221.12, "word": " step", "probability": 0.92822265625}, {"start": 1221.12, "end": 1221.32, "word": " in", "probability": 0.93212890625}, {"start": 1221.32, "end": 1221.76, "word": " detail,", "probability": 0.94384765625}, {"start": 1222.56, "end": 1223.88, "word": " calculating", "probability": 0.78466796875}, {"start": 1223.88, "end": 1224.38, "word": " the", "probability": 0.869140625}, {"start": 1224.38, "end": 1224.6, "word": " cost", "probability": 0.6494140625}, {"start": 1224.6, "end": 1224.82, "word": " per", "probability": 0.80029296875}, {"start": 1224.82, "end": 1225.2, "word": " sales", "probability": 0.8701171875}, {"start": 1225.2, "end": 1225.54, "word": " call.", "probability": 0.92333984375}, {"start": 1225.88, "end": 1226.08, "word": " What's", "probability": 0.758056640625}, {"start": 1226.08, "end": 1226.16, "word": " the", "probability": 0.92333984375}, {"start": 1226.16, "end": 1226.52, "word": " meaning", "probability": 0.88671875}, {"start": 1226.52, "end": 1227.02, "word": " of", "probability": 0.96875}, {"start": 1227.02, "end": 1227.48, "word": " cost", "probability": 0.71044921875}, {"start": 1227.48, "end": 1228.1, "word": " per", "probability": 0.95751953125}, {"start": 1228.1, "end": 1228.52, "word": " sales", "probability": 0.91796875}, {"start": 1228.52, "end": 1228.76, "word": " call?", "probability": 0.90771484375}, {"start": 1229.48, "end": 1229.96, "word": " This", "probability": 0.8525390625}, {"start": 1229.96, "end": 1230.32, "word": " meaning", "probability": 0.8369140625}, {"start": 1230.32, "end": 1230.64, "word": " is", "probability": 0.94384765625}, {"start": 1230.64, "end": 1230.78, "word": " the", "probability": 0.8310546875}, {"start": 1230.78, "end": 1231.18, "word": " function", "probability": 0.96630859375}, {"start": 1231.18, "end": 1231.62, "word": " of", "probability": 0.97119140625}, {"start": 1231.62, "end": 1231.94, "word": " the", "probability": 0.89697265625}, {"start": 1231.94, "end": 1232.28, "word": " number", "probability": 0.92919921875}], "temperature": 1.0}, {"id": 50, "seek": 125875, "start": 1233.65, "end": 1258.75, "text": " Of course, you make a beer day. The number of days available to call our customers in the direct selling expenses. Direct selling expenses include the unexpenses. Once again, this is something very important. If we are going to calculate the cost versus cost, we are going to talk about functions consisting of three steps.", "tokens": [2720, 1164, 11, 291, 652, 257, 8795, 786, 13, 440, 1230, 295, 1708, 2435, 281, 818, 527, 4581, 294, 264, 2047, 6511, 15506, 13, 18308, 6511, 15506, 4090, 264, 2251, 87, 79, 9085, 13, 3443, 797, 11, 341, 307, 746, 588, 1021, 13, 759, 321, 366, 516, 281, 8873, 264, 2063, 5717, 2063, 11, 321, 366, 516, 281, 751, 466, 6828, 33921, 295, 1045, 4439, 13], "avg_logprob": -0.303404862311349, "compression_ratio": 1.6446700507614214, "no_speech_prob": 0.0, "words": [{"start": 1233.65, "end": 1233.93, "word": " Of", "probability": 0.71630859375}, {"start": 1233.93, "end": 1234.19, "word": " course,", "probability": 0.94677734375}, {"start": 1234.29, "end": 1234.39, "word": " you", "probability": 0.92626953125}, {"start": 1234.39, "end": 1234.69, "word": " make", "probability": 0.90576171875}, {"start": 1234.69, "end": 1234.89, "word": " a", "probability": 0.437744140625}, 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Number one, calculate the number of calls you make per day. Step number two, we have to calculate the number of days available for the customer.", "tokens": [5470, 1230, 472, 11, 321, 362, 281, 5876, 264, 1230, 295, 5498, 291, 652, 680, 786, 13, 5118, 472, 11, 8873, 264, 1230, 295, 5498, 291, 652, 680, 786, 13, 5470, 1230, 732, 11, 321, 362, 281, 8873, 264, 1230, 295, 1708, 2435, 337, 264, 5474, 13], "avg_logprob": -0.20735676617672047, "compression_ratio": 1.896551724137931, "no_speech_prob": 7.748603820800781e-07, "words": [{"start": 1259.94, "end": 1260.3, "word": " Step", "probability": 0.8544921875}, {"start": 1260.3, "end": 1260.6, "word": " number", "probability": 0.7880859375}, {"start": 1260.6, "end": 1260.94, "word": " one,", "probability": 0.73681640625}, {"start": 1261.44, "end": 1261.56, "word": " we", "probability": 0.51806640625}, {"start": 1261.56, "end": 1261.7, "word": " have", "probability": 0.93798828125}, {"start": 1261.7, "end": 1261.8, "word": " to", "probability": 0.9716796875}, {"start": 1261.8, "end": 1262.34, "word": " identify", "probability": 0.91259765625}, {"start": 1262.34, "end": 1262.6, "word": " the", "probability": 0.9052734375}, {"start": 1262.6, "end": 1262.88, "word": " number", "probability": 0.92822265625}, {"start": 1262.88, "end": 1263.12, "word": " of", "probability": 0.9716796875}, {"start": 1263.12, "end": 1263.48, "word": " calls", "probability": 0.8701171875}, {"start": 1263.48, "end": 1263.74, "word": " you", "probability": 0.9453125}, {"start": 1263.74, "end": 1264.06, "word": " make", "probability": 0.93212890625}, {"start": 1264.06, "end": 1264.32, "word": " per", "probability": 0.89794921875}, {"start": 1264.32, "end": 1264.8, "word": " day.", "probability": 0.9638671875}, {"start": 1265.3, "end": 1265.56, "word": " Number", "probability": 0.2410888671875}, {"start": 1265.56, "end": 1267.66, "word": " one,", "probability": 0.9228515625}, {"start": 1269.1, "end": 1269.68, "word": " calculate", "probability": 0.67333984375}, {"start": 1269.68, "end": 1269.98, "word": " the", "probability": 0.90380859375}, {"start": 1269.98, "end": 1270.28, "word": " number", "probability": 0.93505859375}, {"start": 1270.28, "end": 1270.44, "word": " of", "probability": 0.970703125}, {"start": 1270.44, "end": 1270.9, "word": " calls", "probability": 0.6728515625}, {"start": 1270.9, "end": 1271.12, "word": " you", "probability": 0.91845703125}, {"start": 1271.12, "end": 1271.32, "word": " make", "probability": 0.92822265625}, {"start": 1271.32, "end": 1271.52, "word": " per", "probability": 0.9287109375}, {"start": 1271.52, "end": 1271.9, "word": " day.", "probability": 0.95703125}, {"start": 1274.52, "end": 1275.12, "word": " Step", "probability": 0.9453125}, {"start": 1275.12, "end": 1275.4, "word": " number", "probability": 0.9267578125}, {"start": 1275.4, "end": 1275.72, "word": " two,", "probability": 0.92431640625}, {"start": 1276.2, "end": 1276.3, "word": " we", "probability": 0.837890625}, {"start": 1276.3, "end": 1276.44, "word": " have", "probability": 0.939453125}, {"start": 1276.44, "end": 1276.56, "word": " to", "probability": 0.9716796875}, {"start": 1276.56, "end": 1276.98, "word": " calculate", "probability": 0.89453125}, {"start": 1276.98, "end": 1277.72, "word": " the", "probability": 0.89794921875}, {"start": 1277.72, "end": 1277.98, "word": " number", "probability": 0.93798828125}, {"start": 1277.98, "end": 1278.14, "word": " of", "probability": 0.97216796875}, {"start": 1278.14, "end": 1278.48, "word": " days", "probability": 0.70556640625}, {"start": 1278.48, "end": 1279.14, "word": " available", "probability": 0.7919921875}, {"start": 1279.14, "end": 1279.36, "word": " for", "probability": 0.458740234375}, {"start": 1279.36, "end": 1279.62, "word": " the", "probability": 0.6484375}, {"start": 1279.62, "end": 1279.96, "word": " customer.", "probability": 0.67431640625}], "temperature": 1.0}, {"id": 52, "seek": 130470, "start": 1292.96, "end": 1304.7, "text": " Number one, two, and three, exactly. So the function of these three steps is equivalent to calculating cost versus core, one.", "tokens": [5118, 472, 11, 732, 11, 293, 1045, 11, 2293, 13, 407, 264, 2445, 295, 613, 1045, 4439, 307, 10344, 281, 28258, 2063, 5717, 4965, 11, 472, 13], "avg_logprob": -0.36104910927159445, "compression_ratio": 1.2, "no_speech_prob": 2.384185791015625e-07, "words": [{"start": 1292.96, "end": 1293.26, "word": " Number", "probability": 0.2142333984375}, {"start": 1293.26, "end": 1293.68, "word": " one,", "probability": 0.55517578125}, {"start": 1294.12, "end": 1294.76, "word": " two,", "probability": 0.93115234375}, {"start": 1295.4, "end": 1295.76, "word": " and", "probability": 0.87353515625}, {"start": 1295.76, "end": 1296.1, "word": " three,", "probability": 0.9423828125}, {"start": 1296.3, "end": 1296.78, "word": " exactly.", "probability": 0.76220703125}, {"start": 1297.62, "end": 1297.98, "word": " So", "probability": 0.890625}, {"start": 1297.98, "end": 1298.3, "word": " the", "probability": 0.6162109375}, {"start": 1298.3, "end": 1298.66, "word": " function", "probability": 0.95166015625}, {"start": 1298.66, "end": 1298.88, "word": " of", "probability": 0.9619140625}, {"start": 1298.88, "end": 1299.08, "word": " these", "probability": 0.8681640625}, {"start": 1299.08, "end": 1299.34, "word": " three", "probability": 0.88623046875}, {"start": 1299.34, "end": 1299.72, "word": " steps", "probability": 0.908203125}, {"start": 1299.72, "end": 1299.98, "word": " is", "probability": 0.9306640625}, {"start": 1299.98, "end": 1300.26, "word": " equivalent", "probability": 0.9365234375}, {"start": 1300.26, "end": 1300.74, "word": " to", "probability": 0.96142578125}, {"start": 1300.74, "end": 1301.78, "word": " calculating", "probability": 0.89697265625}, {"start": 1301.78, "end": 1302.36, "word": " cost", "probability": 0.5654296875}, {"start": 1302.36, "end": 1303.0, "word": " versus", "probability": 0.64404296875}, {"start": 1303.0, "end": 1304.18, "word": " core,", "probability": 0.27197265625}, {"start": 1304.42, "end": 1304.7, "word": " one.", "probability": 0.5048828125}], "temperature": 1.0}, {"id": 53, "seek": 133477, "start": 1305.77, "end": 1334.77, "text": " Now, let's begin from step number three, which is direct selling expenses. What is direct selling expenses? It's such as expenses like travel, communications, compensations. And this expenses, why is named direct selling expenses? Because the company wouldn't carry these expenses without salesperson will present in this company.", "tokens": [823, 11, 718, 311, 1841, 490, 1823, 1230, 1045, 11, 597, 307, 2047, 6511, 15506, 13, 708, 307, 2047, 6511, 15506, 30, 467, 311, 1270, 382, 15506, 411, 3147, 11, 15163, 11, 11598, 763, 13, 400, 341, 15506, 11, 983, 307, 4926, 2047, 6511, 15506, 30, 1436, 264, 2237, 2759, 380, 3985, 613, 15506, 1553, 5763, 10813, 486, 1974, 294, 341, 2237, 13], "avg_logprob": -0.26464842539280653, "compression_ratio": 1.7239583333333333, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1305.77, "end": 1306.57, "word": " Now,", "probability": 0.26708984375}, {"start": 1306.63, "end": 1306.81, "word": " let's", "probability": 0.93310546875}, {"start": 1306.81, "end": 1307.11, "word": " begin", "probability": 0.80126953125}, {"start": 1307.11, "end": 1307.55, "word": " from", "probability": 0.72509765625}, {"start": 1307.55, "end": 1308.41, "word": " step", "probability": 0.841796875}, {"start": 1308.41, "end": 1308.67, "word": " number", "probability": 0.86669921875}, {"start": 1308.67, "end": 1309.05, "word": " three,", "probability": 0.67236328125}, {"start": 1309.61, "end": 1309.77, "word": " which", "probability": 0.89404296875}, {"start": 1309.77, "end": 1310.27, "word": " is", "probability": 0.95166015625}, {"start": 1310.27, "end": 1310.67, "word": " direct", "probability": 0.47705078125}, {"start": 1310.67, "end": 1311.05, "word": " selling", "probability": 0.890625}, {"start": 1311.05, "end": 1311.75, "word": " expenses.", "probability": 0.88671875}, {"start": 1311.89, "end": 1312.77, "word": " What", "probability": 0.71435546875}, {"start": 1312.77, "end": 1313.01, "word": " is", "probability": 0.8681640625}, {"start": 1313.01, "end": 1313.37, "word": " direct", "probability": 0.82275390625}, {"start": 1313.37, "end": 1313.75, "word": " selling", "probability": 0.90185546875}, {"start": 1313.75, "end": 1314.27, "word": " expenses?", "probability": 0.9365234375}, {"start": 1315.35, "end": 1316.27, "word": " It's", "probability": 0.880615234375}, {"start": 1316.27, "end": 1316.47, "word": " such", "probability": 0.857421875}, {"start": 1316.47, "end": 1316.79, "word": " as", "probability": 0.73681640625}, {"start": 1316.79, "end": 1317.27, "word": " expenses", "probability": 0.9560546875}, {"start": 1317.27, "end": 1317.73, "word": " like", "probability": 0.8994140625}, {"start": 1317.73, "end": 1319.23, "word": " travel,", "probability": 0.85546875}, {"start": 1319.41, "end": 1320.03, "word": " communications,", "probability": 0.84326171875}, {"start": 1320.53, "end": 1321.23, "word": " compensations.", "probability": 0.813720703125}, {"start": 1321.69, "end": 1321.77, "word": " And", "probability": 0.83154296875}, {"start": 1321.77, "end": 1321.97, "word": " this", "probability": 0.5078125}, {"start": 1321.97, "end": 1322.61, "word": " expenses,", "probability": 0.8037109375}, {"start": 1323.23, "end": 1323.47, "word": " why", "probability": 0.8916015625}, {"start": 1323.47, "end": 1324.59, "word": " is", "probability": 0.7294921875}, {"start": 1324.59, "end": 1324.85, "word": " named", "probability": 0.78369140625}, {"start": 1324.85, "end": 1325.55, "word": " direct", "probability": 0.66357421875}, {"start": 1325.55, "end": 1325.87, "word": " selling", "probability": 0.89697265625}, {"start": 1325.87, "end": 1326.33, "word": " expenses?", "probability": 0.95166015625}, {"start": 1326.75, "end": 1327.23, "word": " Because", "probability": 0.92578125}, {"start": 1327.23, "end": 1327.49, "word": " the", "probability": 0.501953125}, {"start": 1327.49, "end": 1327.95, "word": " company", "probability": 0.8916015625}, {"start": 1327.95, "end": 1328.61, "word": " wouldn't", "probability": 0.93408203125}, {"start": 1328.61, "end": 1329.59, "word": " carry", "probability": 0.35595703125}, {"start": 1329.59, "end": 1330.15, "word": " these", "probability": 0.6337890625}, {"start": 1330.15, "end": 1330.77, "word": " expenses", "probability": 0.96142578125}, {"start": 1330.77, "end": 1331.23, "word": " without", "probability": 0.89013671875}, {"start": 1331.23, "end": 1332.21, "word": " salesperson", "probability": 0.7080078125}, {"start": 1332.21, "end": 1333.33, "word": " will", "probability": 0.459228515625}, {"start": 1333.33, "end": 1333.83, "word": " present", "probability": 0.91796875}, {"start": 1333.83, "end": 1334.11, "word": " in", "probability": 0.89990234375}, {"start": 1334.11, "end": 1334.33, "word": " this", "probability": 0.935546875}, {"start": 1334.33, "end": 1334.77, "word": " company.", "probability": 0.9169921875}], "temperature": 1.0}, {"id": 54, "seek": 135844, "start": 1335.42, "end": 1358.44, "text": " In the next slide, we apply the practical. In the next slide, we apply the practical. Now listen, direct selling expenses means these expenses are linked with the existence of the salesperson. If the salesperson is absent, then we cannot talk about the expenses.", "tokens": [682, 264, 958, 4137, 11, 321, 3079, 264, 8496, 13, 682, 264, 958, 4137, 11, 321, 3079, 264, 8496, 13, 823, 2140, 11, 2047, 6511, 15506, 1355, 613, 15506, 366, 9408, 365, 264, 9123, 295, 264, 5763, 10813, 13, 759, 264, 5763, 10813, 307, 25185, 11, 550, 321, 2644, 751, 466, 264, 15506, 13], "avg_logprob": -0.2877841049974615, "compression_ratio": 1.8263888888888888, "no_speech_prob": 0.0, "words": [{"start": 1335.42, "end": 1336.26, "word": " In", "probability": 0.64892578125}, {"start": 1336.26, "end": 1336.46, "word": " the", "probability": 0.92724609375}, {"start": 1336.46, "end": 1336.64, "word": " next", "probability": 0.955078125}, {"start": 1336.64, "end": 1337.08, "word": " slide,", "probability": 0.96630859375}, {"start": 1337.52, "end": 1337.64, "word": " we", "probability": 0.9404296875}, {"start": 1337.64, "end": 1338.02, "word": " apply", "probability": 0.89794921875}, {"start": 1338.02, "end": 1338.26, "word": " the", "probability": 0.888671875}, {"start": 1338.26, "end": 1338.76, "word": " practical.", "probability": 0.9248046875}, {"start": 1338.92, "end": 1338.92, "word": " In", "probability": 0.179443359375}, {"start": 1338.92, "end": 1338.92, "word": " the", "probability": 0.72265625}, {"start": 1338.92, "end": 1338.92, "word": " next", "probability": 0.50439453125}, {"start": 1338.92, "end": 1339.22, "word": " slide,", "probability": 0.966796875}, {"start": 1339.3, "end": 1339.46, "word": " we", "probability": 0.30078125}, {"start": 1339.46, "end": 1340.02, "word": " apply", "probability": 0.8857421875}, {"start": 1340.02, "end": 1340.38, "word": " the", "probability": 0.90087890625}, {"start": 1340.38, "end": 1340.38, "word": " practical.", "probability": 0.93505859375}, {"start": 1341.44, "end": 1341.62, "word": " Now", "probability": 0.0843505859375}, {"start": 1341.62, "end": 1343.38, "word": " listen,", "probability": 0.6962890625}, {"start": 1344.58, "end": 1345.16, "word": " direct", "probability": 0.80419921875}, {"start": 1345.16, "end": 1345.56, "word": " selling", "probability": 0.89404296875}, {"start": 1345.56, "end": 1346.16, "word": " expenses", "probability": 0.916015625}, {"start": 1346.16, "end": 1346.88, "word": " means", "probability": 0.845703125}, {"start": 1346.88, "end": 1348.16, "word": " these", "probability": 0.8037109375}, {"start": 1348.16, "end": 1348.76, "word": " expenses", "probability": 0.9609375}, {"start": 1348.76, "end": 1349.16, "word": " are", "probability": 0.9404296875}, {"start": 1349.16, "end": 1349.68, "word": " linked", "probability": 0.90625}, {"start": 1349.68, "end": 1350.02, "word": " with", "probability": 0.88427734375}, {"start": 1350.02, "end": 1350.24, "word": " the", "probability": 0.91552734375}, {"start": 1350.24, "end": 1350.8, "word": " existence", "probability": 0.9794921875}, {"start": 1350.8, "end": 1351.02, "word": " of", "probability": 0.96728515625}, {"start": 1351.02, "end": 1351.18, "word": " the", "probability": 0.9052734375}, {"start": 1351.18, "end": 1351.84, "word": " salesperson.", "probability": 0.859619140625}, {"start": 1353.24, "end": 1353.36, "word": " If", "probability": 0.927734375}, {"start": 1353.36, "end": 1353.6, "word": " the", "probability": 0.91064453125}, {"start": 1353.6, "end": 1354.32, "word": " salesperson", "probability": 0.93701171875}, {"start": 1354.32, "end": 1354.56, "word": " is", "probability": 0.94873046875}, {"start": 1354.56, "end": 1355.18, "word": " absent,", "probability": 0.89697265625}, {"start": 1355.86, "end": 1356.06, "word": " then", "probability": 0.86962890625}, {"start": 1356.06, "end": 1356.26, "word": " we", "probability": 0.953125}, {"start": 1356.26, "end": 1356.64, "word": " cannot", "probability": 0.86083984375}, {"start": 1356.64, "end": 1356.92, "word": " talk", "probability": 0.9130859375}, {"start": 1356.92, "end": 1357.4, "word": " about", "probability": 0.8994140625}, {"start": 1357.4, "end": 1357.88, "word": " the", "probability": 0.4365234375}, {"start": 1357.88, "end": 1358.44, "word": " expenses.", "probability": 0.41650390625}], "temperature": 1.0}, {"id": 55, "seek": 138255, "start": 1359.45, "end": 1382.55, "text": " Somebody's going to wonder why? Why? Because of the following. Direct expenses including salaries, including bonuses, compensations, vacations, holidays, and so on. All these things are entitled for the salesperson. So if the salesperson is absent, then? No expenses. Exactly. That's it. Gone.", "tokens": [13463, 311, 516, 281, 2441, 983, 30, 1545, 30, 1436, 295, 264, 3480, 13, 18308, 15506, 3009, 35057, 11, 3009, 33205, 11, 11598, 763, 11, 2842, 763, 11, 15734, 11, 293, 370, 322, 13, 1057, 613, 721, 366, 17838, 337, 264, 5763, 10813, 13, 407, 498, 264, 5763, 10813, 307, 25185, 11, 550, 30, 883, 15506, 13, 7587, 13, 663, 311, 309, 13, 39068, 13], "avg_logprob": -0.22904828868129037, "compression_ratio": 1.5, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1359.45, "end": 1360.17, "word": " Somebody's", "probability": 0.551025390625}, {"start": 1360.17, "end": 1360.35, "word": " going", "probability": 0.833984375}, {"start": 1360.35, "end": 1360.59, "word": " to", "probability": 0.95751953125}, {"start": 1360.59, "end": 1360.81, "word": " wonder", "probability": 0.875}, {"start": 1360.81, "end": 1361.23, "word": " why?", "probability": 0.8515625}, {"start": 1361.85, "end": 1362.17, "word": " Why?", "probability": 0.82568359375}, {"start": 1362.29, "end": 1362.51, "word": " Because", "probability": 0.89697265625}, {"start": 1362.51, "end": 1362.61, "word": " of", "probability": 0.96044921875}, {"start": 1362.61, "end": 1362.75, "word": " the", "probability": 0.859375}, {"start": 1362.75, "end": 1362.99, "word": " following.", "probability": 0.2198486328125}, {"start": 1363.59, "end": 1363.95, "word": " Direct", "probability": 0.78662109375}, {"start": 1363.95, "end": 1364.47, "word": " expenses", "probability": 0.96142578125}, {"start": 1364.47, "end": 1365.05, "word": " including", "probability": 0.51025390625}, {"start": 1365.05, "end": 1365.57, "word": " salaries,", "probability": 0.95458984375}, {"start": 1366.39, "end": 1366.75, "word": " including", "probability": 0.5244140625}, {"start": 1366.75, "end": 1367.35, "word": " bonuses,", "probability": 0.96435546875}, {"start": 1368.11, "end": 1369.01, "word": " compensations,", "probability": 0.932861328125}, {"start": 1369.49, "end": 1370.25, "word": " vacations,", "probability": 0.9443359375}, {"start": 1370.67, "end": 1371.17, "word": " holidays,", "probability": 0.94970703125}, {"start": 1371.53, "end": 1371.63, "word": " and", "probability": 0.93359375}, {"start": 1371.63, "end": 1371.85, "word": " so", "probability": 0.95751953125}, {"start": 1371.85, "end": 1372.13, "word": " on.", "probability": 0.947265625}, {"start": 1372.63, "end": 1372.97, "word": " All", "probability": 0.95263671875}, {"start": 1372.97, "end": 1373.27, "word": " these", "probability": 0.85107421875}, {"start": 1373.27, "end": 1373.63, "word": " things", "probability": 0.84814453125}, {"start": 1373.63, "end": 1374.13, "word": " are", "probability": 0.9375}, {"start": 1374.13, "end": 1374.79, "word": " entitled", "probability": 0.892578125}, {"start": 1374.79, "end": 1375.45, "word": " for", "probability": 0.93603515625}, {"start": 1375.45, "end": 1375.99, "word": " the", "probability": 0.91943359375}, {"start": 1375.99, "end": 1376.73, "word": " salesperson.", "probability": 0.866455078125}, {"start": 1376.97, "end": 1377.45, "word": " So", "probability": 0.93359375}, {"start": 1377.45, "end": 1377.61, "word": " if", "probability": 0.734375}, {"start": 1377.61, "end": 1377.75, "word": " the", "probability": 0.90283203125}, {"start": 1377.75, "end": 1378.27, "word": " salesperson", "probability": 0.9150390625}, {"start": 1378.27, "end": 1378.47, "word": " is", "probability": 0.931640625}, {"start": 1378.47, "end": 1378.95, "word": " absent,", "probability": 0.8896484375}, {"start": 1379.13, "end": 1379.41, "word": " then?", "probability": 0.84912109375}, {"start": 1379.65, "end": 1379.87, "word": " No", "probability": 0.77490234375}, {"start": 1379.87, "end": 1380.33, "word": " expenses.", "probability": 0.962890625}, {"start": 1380.53, "end": 1381.01, "word": " Exactly.", "probability": 0.63525390625}, {"start": 1381.85, "end": 1382.09, "word": " That's", "probability": 0.956298828125}, {"start": 1382.09, "end": 1382.25, "word": " it.", "probability": 0.95654296875}, {"start": 1382.31, "end": 1382.55, "word": " Gone.", "probability": 0.93017578125}], "temperature": 1.0}, {"id": 56, "seek": 141193, "start": 1384.29, "end": 1411.93, "text": " In the next slide, we applicable example for industry product. In the beginning, we list the direct selling expenses, which includes communications, in the beginning salary and different benefits like hospital and insurance. After that, direct selling expenses such as money items, communications, meals, automobile.", "tokens": [682, 264, 958, 4137, 11, 321, 21142, 1365, 337, 3518, 1674, 13, 682, 264, 2863, 11, 321, 1329, 264, 2047, 6511, 15506, 11, 597, 5974, 15163, 11, 294, 264, 2863, 15360, 293, 819, 5311, 411, 4530, 293, 7214, 13, 2381, 300, 11, 2047, 6511, 15506, 1270, 382, 1460, 4754, 11, 15163, 11, 12832, 11, 38809, 13], "avg_logprob": -0.24479166248388456, "compression_ratio": 1.695187165775401, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1384.29, "end": 1384.69, "word": " In", "probability": 0.77392578125}, {"start": 1384.69, "end": 1384.79, "word": " the", "probability": 0.91845703125}, {"start": 1384.79, "end": 1385.01, "word": " next", "probability": 0.94677734375}, {"start": 1385.01, "end": 1385.45, "word": " slide,", "probability": 0.97314453125}, {"start": 1385.73, "end": 1385.89, "word": " we", "probability": 0.84765625}, {"start": 1385.89, "end": 1386.27, "word": " 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Total available days in the one year, 260 days. We list the days not work salesperson in the company, like vacations, holidays, meetings and training. 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You are explaining, you are talking with us live, you are not talking with others. Yes, yes. Now we are going to do calculations for the average.", "tokens": [1468, 380, 751, 365, 505, 1621, 11, 751, 365, 505, 13, 509, 366, 13468, 11, 291, 366, 1417, 365, 505, 1621, 11, 291, 366, 406, 1417, 365, 2357, 13, 1079, 11, 2086, 13, 823, 321, 366, 516, 281, 360, 20448, 337, 264, 4274, 13], "avg_logprob": -0.4680555608537462, "compression_ratio": 1.5677966101694916, "no_speech_prob": 0.0, "words": [{"start": 1491.11, "end": 1491.45, "word": " Don't", "probability": 0.5701904296875}, {"start": 1491.45, "end": 1491.65, "word": " talk", "probability": 0.86279296875}, {"start": 1491.65, "end": 1491.79, "word": " with", "probability": 0.81005859375}, {"start": 1491.79, "end": 1491.97, "word": " us", "probability": 0.7802734375}, {"start": 1491.97, "end": 1492.13, "word": " live,", "probability": 0.865234375}, {"start": 1492.19, "end": 1492.33, "word": " talk", "probability": 0.87548828125}, {"start": 1492.33, "end": 1492.49, "word": " with", "probability": 0.88720703125}, {"start": 1492.49, "end": 1492.79, "word": " us.", "probability": 0.9267578125}, {"start": 1494.51, "end": 1494.59, "word": " You", "probability": 0.12548828125}, {"start": 1494.59, "end": 1494.83, "word": " are", "probability": 0.7685546875}, {"start": 1494.83, "end": 1495.29, "word": " explaining,", "probability": 0.79443359375}, {"start": 1495.61, "end": 1495.61, "word": " you", "probability": 0.85888671875}, {"start": 1495.61, "end": 1495.69, "word": " are", "probability": 0.87744140625}, {"start": 1495.69, "end": 1495.87, "word": " talking", "probability": 0.8388671875}, {"start": 1495.87, "end": 1496.07, "word": " with", "probability": 0.8408203125}, {"start": 1496.07, "end": 1496.25, "word": " us", "probability": 0.88671875}, {"start": 1496.25, "end": 1496.45, "word": " live,", "probability": 0.91845703125}, {"start": 1496.49, "end": 1496.57, "word": " you", "probability": 0.66259765625}, {"start": 1496.57, "end": 1496.63, "word": " are", "probability": 0.853515625}, {"start": 1496.63, "end": 1496.75, "word": " not", "probability": 0.923828125}, {"start": 1496.75, "end": 1496.95, "word": " talking", "probability": 0.7470703125}, {"start": 1496.95, "end": 1497.13, "word": " with", "probability": 0.67919921875}, {"start": 1497.13, "end": 1497.47, "word": " others.", "probability": 0.1649169921875}, {"start": 1498.19, "end": 1498.55, "word": " Yes,", "probability": 0.343505859375}, {"start": 1498.85, "end": 1499.27, "word": " yes.", "probability": 0.8603515625}, {"start": 1500.37, "end": 1500.77, "word": " Now", "probability": 0.3583984375}, {"start": 1500.77, "end": 1501.41, "word": " we", "probability": 0.53662109375}, {"start": 1501.41, "end": 1501.53, "word": " are", "probability": 0.39404296875}, {"start": 1501.53, "end": 1501.55, "word": " going", "probability": 0.7392578125}, {"start": 1501.55, "end": 1501.55, "word": " to", "probability": 0.966796875}, {"start": 1501.55, "end": 1501.67, "word": " do", "probability": 0.44482421875}, {"start": 1501.67, "end": 1502.11, "word": " calculations", "probability": 0.3564453125}, {"start": 1502.11, "end": 1502.33, "word": " for", "probability": 0.82080078125}, {"start": 1502.33, "end": 1502.37, "word": " the", "probability": 0.62939453125}, {"start": 1502.37, "end": 1502.67, "word": " average.", "probability": 0.7333984375}], "temperature": 1.0}, {"id": 61, "seek": 153048, "start": 1506.24, "end": 1530.48, "text": " Now, we will calculate the average cost per call by dividing the total direct expenses from the total calls per year. The result will be the average cost per call is 171,050. What does this number mean?", "tokens": [823, 11, 321, 486, 8873, 264, 4274, 2063, 680, 818, 538, 26764, 264, 3217, 2047, 15506, 490, 264, 3217, 5498, 680, 1064, 13, 440, 1874, 486, 312, 264, 4274, 2063, 680, 818, 307, 3282, 16, 11, 15, 2803, 13, 708, 775, 341, 1230, 914, 30], "avg_logprob": -0.3216712047224459, "compression_ratio": 1.460431654676259, "no_speech_prob": 0.0, "words": [{"start": 1506.24, "end": 1506.58, "word": " Now,", "probability": 0.5556640625}, {"start": 1506.66, "end": 1506.74, "word": " we", "probability": 0.90576171875}, {"start": 1506.74, "end": 1506.82, "word": " will", "probability": 0.462890625}, {"start": 1506.82, "end": 1507.24, "word": " calculate", "probability": 0.927734375}, {"start": 1507.24, "end": 1507.62, "word": " the", "probability": 0.7978515625}, {"start": 1507.62, "end": 1507.92, "word": " average", "probability": 0.69921875}, {"start": 1507.92, "end": 1508.3, "word": " cost", "probability": 0.91259765625}, {"start": 1508.3, "end": 1508.82, "word": " per", "probability": 0.95849609375}, {"start": 1508.82, "end": 1509.42, "word": " call", "probability": 0.91162109375}, {"start": 1509.42, "end": 1510.56, "word": " by", "probability": 0.82763671875}, {"start": 1510.56, "end": 1511.04, "word": " dividing", "probability": 0.62060546875}, {"start": 1511.04, "end": 1511.58, "word": " the", "probability": 0.88623046875}, {"start": 1511.58, "end": 1511.98, "word": " total", "probability": 0.8466796875}, {"start": 1511.98, "end": 1512.32, "word": " direct", "probability": 0.8935546875}, {"start": 1512.32, "end": 1513.06, "word": " expenses", "probability": 0.94921875}, {"start": 1513.06, "end": 1513.88, "word": " from", "probability": 0.7314453125}, {"start": 1513.88, "end": 1516.7, "word": " the", "probability": 0.6748046875}, {"start": 1516.7, "end": 1517.28, "word": " total", "probability": 0.87255859375}, {"start": 1517.28, "end": 1517.62, "word": " calls", "probability": 0.7607421875}, {"start": 1517.62, "end": 1517.9, "word": " per", "probability": 0.77197265625}, {"start": 1517.9, "end": 1518.3, "word": " year.", "probability": 0.591796875}, {"start": 1518.84, "end": 1519.68, "word": " The", "probability": 0.52099609375}, {"start": 1519.68, "end": 1520.3, "word": " result", "probability": 0.79736328125}, {"start": 1520.3, "end": 1520.68, "word": " will", "probability": 0.55322265625}, {"start": 1520.68, "end": 1520.68, "word": " be", "probability": 0.7412109375}, {"start": 1520.68, "end": 1521.58, "word": " the", "probability": 0.44140625}, {"start": 1521.58, "end": 1522.12, "word": " average", "probability": 0.7373046875}, {"start": 1522.12, "end": 1523.28, "word": " cost", "probability": 0.8740234375}, {"start": 1523.28, "end": 1523.56, "word": " per", "probability": 0.921875}, {"start": 1523.56, "end": 1524.08, "word": " call", "probability": 0.9013671875}, {"start": 1524.08, "end": 1524.6, "word": " is", "probability": 0.705078125}, {"start": 1524.6, "end": 1526.38, "word": " 171", "probability": 0.773681640625}, {"start": 1526.38, "end": 1528.78, "word": ",050.", "probability": 0.7119140625}, {"start": 1529.18, "end": 1529.46, "word": " What", "probability": 0.65673828125}, {"start": 1529.46, "end": 1529.72, "word": " does", "probability": 0.94287109375}, {"start": 1529.72, "end": 1530.18, "word": " this", "probability": 0.7578125}, {"start": 1530.18, "end": 1530.46, "word": " number", "probability": 0.951171875}, {"start": 1530.46, "end": 1530.48, "word": " mean?", "probability": 0.939453125}], "temperature": 1.0}, {"id": 62, "seek": 155980, "start": 1534.68, "end": 1559.8, "text": " This number means that the average cost per call made by the salesperson will be 170,150 each call as average. Now listen, before we are going to go to the second part,", "tokens": [639, 1230, 1355, 300, 264, 4274, 2063, 680, 818, 1027, 538, 264, 5763, 10813, 486, 312, 27228, 11, 20120, 1184, 818, 382, 4274, 13, 823, 2140, 11, 949, 321, 366, 516, 281, 352, 281, 264, 1150, 644, 11], "avg_logprob": -0.4751602441836626, "compression_ratio": 1.3, "no_speech_prob": 2.384185791015625e-07, "words": [{"start": 1534.68, "end": 1535.5, "word": " This", "probability": 0.315673828125}, {"start": 1535.5, "end": 1535.84, "word": " number", "probability": 0.92431640625}, {"start": 1535.84, "end": 1536.2, "word": " means", "probability": 0.890625}, {"start": 1536.2, "end": 1537.74, "word": " that", "probability": 0.317138671875}, {"start": 1537.74, "end": 1540.54, "word": " the", "probability": 0.3154296875}, {"start": 1540.54, "end": 1540.8, "word": " average", "probability": 0.71044921875}, {"start": 1540.8, "end": 1541.5, "word": " cost", "probability": 0.85302734375}, {"start": 1541.5, "end": 1541.88, "word": " per", "probability": 0.1519775390625}, {"start": 1541.88, "end": 1542.32, "word": " call", "probability": 0.84619140625}, {"start": 1542.32, "end": 1542.78, "word": " made", "probability": 0.56298828125}, {"start": 1542.78, "end": 1543.38, "word": " by", "probability": 0.95947265625}, {"start": 1543.38, "end": 1543.68, "word": " the", "probability": 0.8212890625}, {"start": 1543.68, "end": 1544.34, "word": " salesperson", "probability": 0.831298828125}, {"start": 1544.34, "end": 1545.2, "word": " will", "probability": 0.7958984375}, {"start": 1545.2, "end": 1545.62, "word": " be", "probability": 0.8037109375}, {"start": 1545.62, "end": 1548.42, "word": " 170", "probability": 0.34521484375}, {"start": 1548.42, "end": 1550.3, "word": ",150", "probability": 0.3211669921875}, {"start": 1550.3, "end": 1551.08, "word": " each", "probability": 0.634765625}, {"start": 1551.08, "end": 1551.86, "word": " call", "probability": 0.896484375}, {"start": 1551.86, "end": 1552.32, "word": " as", "probability": 0.65869140625}, {"start": 1552.32, "end": 1552.72, "word": " average.", "probability": 0.548828125}, {"start": 1553.54, "end": 1554.36, "word": " Now", "probability": 0.305908203125}, {"start": 1554.36, "end": 1557.54, "word": " listen,", "probability": 0.6865234375}, {"start": 1557.76, "end": 1558.12, "word": " before", "probability": 0.85107421875}, {"start": 1558.12, "end": 1558.28, "word": " we", "probability": 0.9013671875}, {"start": 1558.28, "end": 1558.38, "word": " are", "probability": 0.439453125}, {"start": 1558.38, "end": 1558.62, "word": " going", "probability": 0.9453125}, {"start": 1558.62, "end": 1558.72, "word": " to", "probability": 0.9609375}, {"start": 1558.72, "end": 1558.86, "word": " go", "probability": 0.7021484375}, {"start": 1558.86, "end": 1558.98, "word": " to", "probability": 0.91259765625}, {"start": 1558.98, "end": 1559.1, "word": " the", "probability": 0.91162109375}, {"start": 1559.1, "end": 1559.3, "word": " second", "probability": 0.90283203125}, {"start": 1559.3, "end": 1559.8, "word": " part,", "probability": 0.90869140625}], "temperature": 1.0}, {"id": 63, "seek": 157754, "start": 1563.1, "end": 1577.54, "text": " focus on some things which Amira skipped or ignored. Listen here. Generally, this table is provided as an illustrative example.", "tokens": [1879, 322, 512, 721, 597, 2012, 4271, 30193, 420, 19735, 13, 7501, 510, 13, 21082, 11, 341, 3199, 307, 5649, 382, 364, 8490, 30457, 1365, 13], "avg_logprob": -0.27835648148148145, "compression_ratio": 1.1851851851851851, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1563.1, "end": 1563.32, "word": " focus", "probability": 0.5439453125}, {"start": 1563.32, "end": 1563.56, "word": " on", "probability": 0.93505859375}, {"start": 1563.56, "end": 1563.78, "word": " some", "probability": 0.71923828125}, {"start": 1563.78, "end": 1564.14, "word": " things", "probability": 0.791015625}, {"start": 1564.14, "end": 1564.42, "word": " which", "probability": 0.8701171875}, {"start": 1564.42, "end": 1564.78, "word": " Amira", "probability": 0.833984375}, {"start": 1564.78, "end": 1565.46, "word": " skipped", "probability": 0.798828125}, {"start": 1565.46, "end": 1565.88, "word": " or", "probability": 0.8828125}, {"start": 1565.88, "end": 1566.36, "word": " ignored.", "probability": 0.89794921875}, {"start": 1567.72, "end": 1567.94, "word": " Listen", "probability": 0.53173828125}, {"start": 1567.94, "end": 1568.48, "word": " here.", "probability": 0.828125}, {"start": 1573.5, "end": 1574.22, "word": " Generally,", "probability": 0.430908203125}, {"start": 1574.82, "end": 1575.06, "word": " this", "probability": 0.93994140625}, {"start": 1575.06, "end": 1575.38, "word": " table", "probability": 0.8984375}, {"start": 1575.38, "end": 1575.58, "word": " is", "probability": 0.9443359375}, {"start": 1575.58, "end": 1576.02, "word": " provided", "probability": 0.5859375}, {"start": 1576.02, "end": 1576.38, "word": " as", "probability": 0.9501953125}, {"start": 1576.38, "end": 1576.58, "word": " an", "probability": 0.68310546875}, {"start": 1576.58, "end": 1577.02, "word": " illustrative", "probability": 0.7027587890625}, {"start": 1577.02, "end": 1577.54, "word": " example.", "probability": 0.96435546875}], "temperature": 1.0}, {"id": 64, "seek": 160346, "start": 1578.2, "end": 1603.46, "text": " It began with calculating the direct expenses. We mentioned before a while that direct expenses including anything related to salesperson, salary, compensation, bonuses, automobile, lodging, meals, entertainment, communications, samples, promotional, miscellaneous, all these are classified to be total direct expenses. So the total direct expenses is this amount of number or this amount of money.", "tokens": [467, 4283, 365, 28258, 264, 2047, 15506, 13, 492, 2835, 949, 257, 1339, 300, 2047, 15506, 3009, 1340, 4077, 281, 5763, 10813, 11, 15360, 11, 19644, 11, 33205, 11, 38809, 11, 33311, 3249, 11, 12832, 11, 12393, 11, 15163, 11, 10938, 11, 41790, 11, 3346, 4164, 15447, 11, 439, 613, 366, 20627, 281, 312, 3217, 2047, 15506, 13, 407, 264, 3217, 2047, 15506, 307, 341, 2372, 295, 1230, 420, 341, 2372, 295, 1460, 13], "avg_logprob": -0.15187500596046447, "compression_ratio": 1.78125, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1578.2, "end": 1578.48, "word": " It", "probability": 0.82421875}, {"start": 1578.48, "end": 1578.88, "word": " began", "probability": 0.865234375}, {"start": 1578.88, "end": 1579.1, "word": " with", "probability": 0.900390625}, {"start": 1579.1, "end": 1579.66, "word": " calculating", "probability": 0.888671875}, {"start": 1579.66, "end": 1580.14, "word": " the", 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How we are going to calculate the calls per year. Generally, we are going to talk about 260 days. These are the total working days every single year. 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So we have to minus this number or this number of days from the 260. So the net working days is 205. The 205, imagine this is the average number of the phone call every single working day. 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Now listen, the 615 we are going to make a kind of a division. We are going to divide the money of the total direct expenses divided by the number of the calls. And then the number which we are talking about is about 172 dollars, the average. What does it mean? 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What does it mean? What does it mean? 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Who's going to cover this? Go on. Any question you're not convinced about this? It's very easy. By the way, I'm going to ask about it in the exam. It's important. Okay? Go on. My name is Ghaydaqab Ramadan. I'm studying accounting, the fourth level. 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Here we have definition of it as the sales volume necessary to cover direct selling expenses. 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Direct expenses should be included in the selling price and it will be like a percentage of the selling price we need to estimate.", "tokens": [440, 3218, 286, 914, 13, 18308, 15506, 820, 312, 5556, 294, 264, 6511, 3218, 293, 309, 486, 312, 411, 257, 9668, 295, 264, 6511, 3218, 321, 643, 281, 12539, 13], "avg_logprob": -0.2497479800255068, "compression_ratio": 1.3669724770642202, "no_speech_prob": 7.152557373046875e-07, "words": [{"start": 1876.77, "end": 1877.49, "word": " The", "probability": 0.1756591796875}, {"start": 1877.49, "end": 1877.97, "word": " price", "probability": 0.79345703125}, {"start": 1877.97, "end": 1878.21, "word": " I", "probability": 0.57568359375}, {"start": 1878.21, "end": 1878.55, "word": " mean.", "probability": 0.9677734375}, {"start": 1879.75, "end": 1880.33, "word": " Direct", "probability": 0.60107421875}, {"start": 1880.33, "end": 1880.97, "word": " expenses", "probability": 0.94384765625}, {"start": 1880.97, "end": 1881.25, "word": " should", "probability": 0.95654296875}, {"start": 1881.25, "end": 1881.43, "word": " be", "probability": 0.93310546875}, {"start": 1881.43, "end": 1881.95, "word": " included", "probability": 0.67822265625}, {"start": 1881.95, "end": 1882.85, "word": " in", "probability": 0.92236328125}, {"start": 1882.85, "end": 1883.21, "word": " the", "probability": 0.86181640625}, {"start": 1883.21, "end": 1883.73, "word": " selling", "probability": 0.86669921875}, {"start": 1883.73, "end": 1884.81, "word": " price", "probability": 0.916015625}, {"start": 1884.81, "end": 1885.63, "word": " and", "probability": 0.5693359375}, {"start": 1885.63, "end": 1886.07, "word": " it", "probability": 0.9326171875}, {"start": 1886.07, "end": 1886.29, "word": " will", "probability": 0.87353515625}, {"start": 1886.29, "end": 1886.55, "word": " be", "probability": 0.94287109375}, {"start": 1886.55, "end": 1886.95, "word": " like", "probability": 0.8544921875}, {"start": 1886.95, "end": 1887.11, "word": " a", "probability": 0.9755859375}, {"start": 1887.11, "end": 1887.53, "word": " percentage", "probability": 0.8134765625}, {"start": 1887.53, "end": 1887.89, "word": " of", "probability": 0.96435546875}, {"start": 1887.89, "end": 1888.23, "word": " the", "probability": 0.78173828125}, {"start": 1888.23, "end": 1888.75, "word": " selling", "probability": 0.87109375}, {"start": 1888.75, "end": 1889.27, "word": " price", "probability": 0.9033203125}, {"start": 1889.27, "end": 1889.83, "word": " we", "probability": 0.6962890625}, {"start": 1889.83, "end": 1890.05, "word": " need", "probability": 0.9248046875}, {"start": 1890.05, "end": 1890.61, "word": " to", "probability": 0.966796875}, {"start": 1890.61, "end": 1891.49, "word": " estimate.", "probability": 0.93359375}], "temperature": 1.0}, {"id": 76, "seek": 192003, "start": 1892.25, "end": 1920.03, "text": " Determining the number of calls needed to close a deal may be based on your own experience. Of course, it's like a subjective matter. It's not based on a scientific way. No, it's just based on our experience and how people estimate according to their previous knowledge.", "tokens": [4237, 966, 1760, 264, 1230, 295, 5498, 2978, 281, 1998, 257, 2028, 815, 312, 2361, 322, 428, 1065, 1752, 13, 2720, 1164, 11, 309, 311, 411, 257, 25972, 1871, 13, 467, 311, 406, 2361, 322, 257, 8134, 636, 13, 883, 11, 309, 311, 445, 2361, 322, 527, 1752, 293, 577, 561, 12539, 4650, 281, 641, 3894, 3601, 13], "avg_logprob": -0.14062499898975178, "compression_ratio": 1.5055555555555555, "no_speech_prob": 2.384185791015625e-07, "words": [{"start": 1892.25, "end": 1892.81, "word": " Determining", "probability": 0.7782389322916666}, {"start": 1892.81, "end": 1893.07, "word": " the", "probability": 0.92138671875}, {"start": 1893.07, "end": 1893.35, "word": " number", "probability": 0.92529296875}, {"start": 1893.35, "end": 1893.59, "word": " of", "probability": 0.95556640625}, {"start": 1893.59, "end": 1893.79, "word": " calls", "probability": 0.88232421875}, {"start": 1893.79, "end": 1894.07, "word": " needed", "probability": 0.87060546875}, {"start": 1894.07, "end": 1894.27, "word": " to", "probability": 0.9638671875}, {"start": 1894.27, "end": 1894.61, "word": " close", "probability": 0.8798828125}, {"start": 1894.61, "end": 1894.85, "word": " a", "probability": 0.99462890625}, {"start": 1894.85, "end": 1895.09, "word": " deal", "probability": 0.98046875}, {"start": 1895.09, "end": 1895.37, "word": " may", "probability": 0.66357421875}, {"start": 1895.37, "end": 1895.49, "word": " be", "probability": 0.95703125}, {"start": 1895.49, "end": 1895.83, "word": " based", "probability": 0.9296875}, {"start": 1895.83, "end": 1896.05, "word": " on", "probability": 0.94970703125}, {"start": 1896.05, "end": 1896.23, "word": " your", "probability": 0.87744140625}, {"start": 1896.23, "end": 1896.47, "word": " own", "probability": 0.9033203125}, {"start": 1896.47, "end": 1896.99, "word": " experience.", "probability": 0.9072265625}, {"start": 1897.19, "end": 1897.39, "word": " Of", "probability": 0.943359375}, {"start": 1897.39, "end": 1897.57, "word": " course,", "probability": 0.95654296875}, {"start": 1897.69, "end": 1899.51, "word": " it's", "probability": 0.955078125}, {"start": 1899.51, "end": 1899.87, "word": " like", "probability": 0.2215576171875}, {"start": 1899.87, "end": 1900.83, "word": " a", "probability": 0.9091796875}, {"start": 1900.83, "end": 1901.35, "word": " subjective", "probability": 0.9658203125}, {"start": 1901.35, "end": 1902.19, "word": " matter.", "probability": 0.84423828125}, {"start": 1902.45, "end": 1902.69, "word": " It's", "probability": 0.977294921875}, {"start": 1902.69, "end": 1902.97, "word": " not", "probability": 0.94677734375}, {"start": 1902.97, "end": 1903.87, "word": " based", "probability": 0.93310546875}, {"start": 1903.87, "end": 1904.07, "word": " on", "probability": 0.9501953125}, {"start": 1904.07, "end": 1904.23, "word": " a", "probability": 0.98583984375}, {"start": 1904.23, "end": 1904.63, "word": " scientific", "probability": 0.9375}, {"start": 1904.63, "end": 1906.01, "word": " way.", "probability": 0.96142578125}, {"start": 1906.29, "end": 1906.47, "word": " No,", "probability": 0.94482421875}, {"start": 1906.59, "end": 1906.89, "word": " it's", "probability": 0.972412109375}, {"start": 1906.89, "end": 1907.35, "word": " just", "probability": 0.9033203125}, {"start": 1907.35, "end": 1907.65, "word": " based", "probability": 0.9287109375}, {"start": 1907.65, "end": 1907.91, "word": " on", "probability": 0.947265625}, {"start": 1907.91, "end": 1908.59, "word": " our", "probability": 0.876953125}, {"start": 1908.59, "end": 1909.43, "word": " experience", "probability": 0.91064453125}, {"start": 1909.43, "end": 1909.99, "word": " and", "probability": 0.85888671875}, {"start": 1909.99, "end": 1910.83, "word": " how", "probability": 0.92822265625}, {"start": 1910.83, "end": 1911.23, "word": " people", "probability": 0.96630859375}, {"start": 1911.23, "end": 1916.51, "word": " estimate", "probability": 0.681640625}, {"start": 1916.51, "end": 1917.45, "word": " according", "probability": 0.6826171875}, {"start": 1917.45, "end": 1917.79, "word": " to", "probability": 0.96728515625}, {"start": 1917.79, "end": 1918.25, "word": " their", "probability": 0.927734375}, {"start": 1918.25, "end": 1919.49, "word": " previous", "probability": 0.88037109375}, {"start": 1919.49, "end": 1920.03, "word": " knowledge.", "probability": 0.92626953125}], "temperature": 1.0}, {"id": 77, "seek": 193652, "start": 1921.98, "end": 1936.52, "text": " Okay, we have like an equation to calculate the break-even sales volume. It's cost per call multiplied by number of calls to close divided by sales calls as a percent of sales. So this equation is very essential.", "tokens": [1033, 11, 321, 362, 411, 364, 5367, 281, 8873, 264, 1821, 12, 27170, 5763, 5523, 13, 467, 311, 2063, 680, 818, 17207, 538, 1230, 295, 5498, 281, 1998, 6666, 538, 5763, 5498, 382, 257, 3043, 295, 5763, 13, 407, 341, 5367, 307, 588, 7115, 13], "avg_logprob": -0.22927989130434784, "compression_ratio": 1.4391891891891893, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 1921.98, "end": 1922.2, "word": " Okay,", "probability": 0.305908203125}, {"start": 1922.54, "end": 1922.78, "word": " we", "probability": 0.89794921875}, {"start": 1922.78, "end": 1923.1, "word": " have", "probability": 0.94775390625}, {"start": 1923.1, "end": 1923.38, "word": " like", "probability": 0.83154296875}, {"start": 1923.38, "end": 1923.68, "word": " an", "probability": 0.90673828125}, {"start": 1923.68, "end": 1924.28, "word": " equation", "probability": 0.9775390625}, {"start": 1924.28, "end": 1924.78, "word": " to", "probability": 0.94970703125}, {"start": 1924.78, "end": 1925.7, "word": " calculate", "probability": 0.89306640625}, {"start": 1925.7, "end": 1925.98, "word": " the", "probability": 0.720703125}, {"start": 1925.98, "end": 1926.18, "word": " break", "probability": 0.8271484375}, {"start": 1926.18, "end": 1926.42, "word": "-even", "probability": 0.705078125}, {"start": 1926.42, "end": 1926.66, "word": " sales", "probability": 0.859375}, {"start": 1926.66, "end": 1927.1, "word": " volume.", "probability": 0.91748046875}, {"start": 1927.54, "end": 1927.7, "word": " It's", "probability": 0.909423828125}, {"start": 1927.7, "end": 1928.1, "word": " cost", "probability": 0.468994140625}, {"start": 1928.1, "end": 1928.36, "word": " per", "probability": 0.93896484375}, {"start": 1928.36, "end": 1928.68, "word": " call", "probability": 0.8984375}, {"start": 1928.68, "end": 1929.3, "word": " multiplied", "probability": 0.64013671875}, {"start": 1929.3, "end": 1929.54, "word": " by", "probability": 0.96728515625}, {"start": 1929.54, "end": 1929.92, "word": " number", "probability": 0.85791015625}, {"start": 1929.92, "end": 1930.22, "word": " of", "probability": 0.97021484375}, {"start": 1930.22, "end": 1930.44, "word": " calls", "probability": 0.4716796875}, {"start": 1930.44, "end": 1930.58, "word": " to", "probability": 0.94580078125}, {"start": 1930.58, "end": 1931.0, "word": " close", "probability": 0.7724609375}, {"start": 1931.0, "end": 1931.98, "word": " divided", "probability": 0.66845703125}, {"start": 1931.98, "end": 1932.36, "word": " by", "probability": 0.97265625}, {"start": 1932.36, "end": 1932.74, "word": " sales", "probability": 0.9267578125}, {"start": 1932.74, "end": 1933.08, "word": " calls", "probability": 0.51220703125}, {"start": 1933.08, "end": 1933.36, "word": " as", "probability": 0.966796875}, {"start": 1933.36, "end": 1933.5, "word": " a", "probability": 0.96337890625}, {"start": 1933.5, "end": 1933.9, "word": " percent", "probability": 0.90478515625}, {"start": 1933.9, "end": 1934.26, "word": " of", "probability": 0.97021484375}, {"start": 1934.26, "end": 1934.62, "word": " sales.", "probability": 0.88525390625}, {"start": 1934.88, "end": 1935.0, "word": " So", "probability": 0.465087890625}, {"start": 1935.0, "end": 1935.22, "word": " this", "probability": 0.802734375}, {"start": 1935.22, "end": 1935.68, "word": " equation", "probability": 0.98046875}, {"start": 1935.68, "end": 1935.94, "word": " is", "probability": 0.951171875}, {"start": 1935.94, "end": 1936.14, "word": " very", "probability": 0.82861328125}, {"start": 1936.14, "end": 1936.52, "word": " essential.", "probability": 0.828125}], "temperature": 1.0}, {"id": 78, "seek": 196525, "start": 1937.33, "end": 1965.25, "text": " Go on. Here, we have examples. Now, Dr. Rasim said how we calculated the cost per coal in the previous example. 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Yes. And the final result will be $13,654. So this is the break-even volume. Yeah. What does it mean? 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So if we got this number, this means we are winning. What does it mean if we are even? There is no profit margin. Nor losing. But if we didn't maintain this number, this means we are losing. Because our expenses in this case will be greater than our profit. Our price needs to be higher than this? Exactly. If it is more, we are winning. 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Thank you very much. Now listen, what we are going to do next time. We are going to answer this important question. I can't afford to lose this business. 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If you would like. What's your name? Sam. So Sam, you are going to begin with this and this. Okay. This and this. Second, we are going to talk about factors. Must be considered before dropping a customer. What's your name? Nadia. Nadia. Dalia. Okay, Dalia. Dalia, setting account priorities. 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Mention them. Just mention them. Later on, we are going to explain them in a very detailed way. The explanation now here. Who would like to take the first method? Corn, single factor model. Portfolio model. 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Look at the name. Either with your slides or with what we are going to take. So next time we are going to take what? Models. And why do we call these models? There are four methods for setting account priorities. Pay attention with me. 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In a third word, if you are going to say Siham is a VIP customer or Siham is an ordinary customer, our decision of classifying here is founded on rules, it is founded on models.", "tokens": [682, 661, 2283, 11, 577, 321, 366, 516, 281, 25164, 527, 1065, 4581, 4650, 281, 597, 11101, 13, 682, 257, 2636, 1349, 11, 498, 291, 366, 516, 281, 584, 318, 4247, 335, 307, 257, 29732, 5474, 420, 318, 4247, 335, 307, 364, 10547, 5474, 11, 527, 3537, 295, 1508, 5489, 510, 307, 13234, 322, 4474, 11, 309, 307, 13234, 322, 5245, 13], "avg_logprob": -0.2483878835799202, "compression_ratio": 1.6385542168674698, "no_speech_prob": 0.0, "words": [{"start": 2150.41, "end": 2150.69, "word": " In", "probability": 0.69677734375}, {"start": 2150.69, "end": 2150.99, "word": " other", "probability": 0.8857421875}, {"start": 2150.99, "end": 2151.51, "word": " words,", "probability": 0.8837890625}, {"start": 2152.25, "end": 2152.43, "word": " how", "probability": 0.81298828125}, {"start": 2152.43, "end": 2152.61, "word": " we", "probability": 0.6953125}, {"start": 2152.61, "end": 2152.73, "word": " are", "probability": 0.705078125}, {"start": 2152.73, "end": 2152.97, "word": " going", "probability": 0.9287109375}, {"start": 2152.97, "end": 2153.11, "word": " to", "probability": 0.9755859375}, {"start": 2153.11, "end": 2153.53, "word": " prioritize", "probability": 0.54736328125}, {"start": 2153.53, "end": 2154.01, "word": " our", "probability": 0.88671875}, {"start": 2154.01, "end": 2154.29, "word": " own", "probability": 0.771484375}, {"start": 2154.29, "end": 2154.87, "word": " customers", "probability": 0.84765625}, {"start": 2154.87, "end": 2157.05, "word": " according", "probability": 0.63818359375}, {"start": 2157.05, "end": 2157.25, "word": " to", "probability": 0.970703125}, {"start": 2157.25, "end": 2157.41, "word": " which", "probability": 0.8203125}, {"start": 2157.41, "end": 2157.97, "word": " criteria.", "probability": 0.87744140625}, {"start": 2159.39, "end": 2159.71, "word": " In", "probability": 0.59765625}, {"start": 2159.71, "end": 2159.87, "word": " a", "probability": 0.50341796875}, {"start": 2159.87, "end": 2160.19, "word": " third", "probability": 0.9384765625}, {"start": 2160.19, "end": 2160.57, "word": " word,", "probability": 0.42724609375}, {"start": 2161.27, "end": 2161.43, "word": " if", "probability": 0.92236328125}, {"start": 2161.43, "end": 2161.53, "word": " you", "probability": 0.8837890625}, {"start": 2161.53, "end": 2161.65, "word": " are", "probability": 0.77099609375}, {"start": 2161.65, "end": 2161.83, "word": " going", "probability": 0.9248046875}, {"start": 2161.83, "end": 2161.95, "word": " to", "probability": 0.9677734375}, {"start": 2161.95, "end": 2162.15, "word": " say", "probability": 0.92431640625}, {"start": 2162.15, "end": 2162.53, "word": " Siham", "probability": 0.541748046875}, {"start": 2162.53, "end": 2162.81, "word": " is", "probability": 0.93310546875}, {"start": 2162.81, "end": 2162.99, "word": " a", "probability": 0.98486328125}, {"start": 2162.99, "end": 2163.27, "word": " VIP", "probability": 0.8134765625}, {"start": 2163.27, "end": 2163.85, "word": " customer", "probability": 0.78271484375}, {"start": 2163.85, "end": 2164.81, "word": " or", "probability": 0.724609375}, {"start": 2164.81, "end": 2165.23, "word": " Siham", "probability": 0.8802083333333334}, {"start": 2165.23, "end": 2165.47, "word": " is", "probability": 0.9423828125}, {"start": 2165.47, "end": 2165.65, "word": " an", "probability": 0.951171875}, {"start": 2165.65, "end": 2165.97, "word": " ordinary", "probability": 0.91455078125}, {"start": 2165.97, "end": 2166.49, "word": " customer,", "probability": 0.787109375}, {"start": 2167.71, "end": 2168.01, "word": " our", "probability": 0.48779296875}, {"start": 2168.01, "end": 2168.51, "word": " decision", "probability": 0.90966796875}, {"start": 2168.51, "end": 2168.69, "word": " of", "probability": 0.90673828125}, {"start": 2168.69, "end": 2169.33, "word": " classifying", "probability": 0.9423828125}, {"start": 2169.33, "end": 2169.69, "word": " here", "probability": 0.6103515625}, {"start": 2169.69, "end": 2170.29, "word": " is", "probability": 0.69189453125}, {"start": 2170.29, "end": 2170.71, "word": " founded", "probability": 0.93017578125}, {"start": 2170.71, "end": 2170.99, "word": " on", "probability": 0.9296875}, {"start": 2170.99, "end": 2171.35, "word": " rules,", "probability": 0.83447265625}, {"start": 2171.49, "end": 2171.55, "word": " it", "probability": 0.6591796875}, {"start": 2171.55, "end": 2171.69, "word": " is", "probability": 0.884765625}, {"start": 2171.69, "end": 2171.93, "word": " founded", "probability": 0.8994140625}, {"start": 2171.93, "end": 2172.13, "word": " on", "probability": 0.9453125}, {"start": 2172.13, "end": 2172.47, "word": " models.", "probability": 0.89892578125}], "temperature": 1.0}, {"id": 87, "seek": 218404, "start": 2173.26, "end": 2184.04, "text": " We would like to talk about these models. Models which we are using to classify our own prospects or customers. Clear? Thank you very much.", "tokens": [492, 576, 411, 281, 751, 466, 613, 5245, 13, 6583, 1625, 597, 321, 366, 1228, 281, 33872, 527, 1065, 32933, 420, 4581, 13, 14993, 30, 1044, 291, 588, 709, 13], "avg_logprob": -0.1822076641744183, "compression_ratio": 1.206896551724138, "no_speech_prob": 0.0, "words": [{"start": 2173.26, "end": 2173.5, "word": " We", "probability": 0.6083984375}, {"start": 2173.5, "end": 2173.68, "word": " would", "probability": 0.8544921875}, {"start": 2173.68, "end": 2173.84, "word": " like", "probability": 0.93359375}, {"start": 2173.84, "end": 2173.98, "word": " to", "probability": 0.9697265625}, {"start": 2173.98, "end": 2174.14, "word": " talk", "probability": 0.87744140625}, {"start": 2174.14, "end": 2174.4, "word": " about", "probability": 0.90771484375}, {"start": 2174.4, "end": 2174.64, "word": " these", "probability": 0.79638671875}, {"start": 2174.64, "end": 2175.0, "word": " models.", "probability": 0.9150390625}, {"start": 2175.82, "end": 2176.42, "word": " Models", "probability": 0.723388671875}, {"start": 2176.42, "end": 2176.72, "word": " which", "probability": 0.7578125}, {"start": 2176.72, "end": 2176.88, "word": " we", "probability": 0.9365234375}, {"start": 2176.88, "end": 2177.0, "word": " are", "probability": 0.84130859375}, {"start": 2177.0, "end": 2177.46, "word": " using", "probability": 0.92724609375}, {"start": 2177.46, "end": 2178.12, "word": " to", "probability": 0.95263671875}, {"start": 2178.12, "end": 2178.58, "word": " classify", "probability": 0.978515625}, {"start": 2178.58, "end": 2178.96, "word": " our", "probability": 0.88134765625}, {"start": 2178.96, "end": 2179.62, "word": " own", "probability": 0.80078125}, {"start": 2179.62, "end": 2180.28, "word": " prospects", "probability": 0.85498046875}, {"start": 2180.28, "end": 2180.56, "word": " or", "probability": 0.9169921875}, {"start": 2180.56, "end": 2180.98, "word": " customers.", "probability": 0.82080078125}, {"start": 2182.32, "end": 2182.68, "word": " Clear?", "probability": 0.84912109375}, {"start": 2183.14, "end": 2183.62, "word": " Thank", "probability": 0.89013671875}, {"start": 2183.62, "end": 2183.7, "word": " you", "probability": 0.94091796875}, {"start": 2183.7, "end": 2183.86, "word": " very", "probability": 0.748046875}, {"start": 2183.86, "end": 2184.04, "word": " much.", "probability": 0.919921875}], "temperature": 1.0}], "language": "en", "language_probability": 1.0, "duration": 2184.7655, "duration_after_vad": 2085.571874999994} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..803d32bb25870ac5069e5f27f1c848408beb5f63 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/14zWRsaJ3-w_raw.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.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/25FLuqAp-W4.srt new file mode 100644 index 0000000000000000000000000000000000000000..2d73ecf6ab1c1381605aace3b3805a1e4245f9a2 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/25FLuqAp-W4.srt @@ -0,0 +1,2010 @@ +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, we are going to talk about sales + +9 +00:00:52,390 --> 00:00:52,870 +managers. + +10 +00:00:56,550 --> 00:00:58,590 +Regarding sales management, we are going to + +11 +00:00:58,590 --> 00:01:00,470 +study something called—that 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—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? Interaction. 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 happening + +30 +00:02:00,440 --> 00:02:03,680 +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 "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 +did we name 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 Haneen 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 Haneen 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 at 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 +it means 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 Haneen 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. A 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 +relationships, 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 of 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 for 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 temporary. + +102 +00:06:56,520 --> 00:06:58,740 +But here, we are talking about a long relationship. + +103 +00:07:00,220 --> 00:07:03,720 +Also, we are talking about a permanent relationship. + +104 +00:07:05,980 --> 00:07:08,920 +Here, we are talking about, look, a narrow + +105 +00:07:08,920 --> 00:07:15,200 +relationship. Here, a very wide one. 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 moment. + +108 +00:07:23,440 --> 00:07:28,550 +Moment, 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 team. 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 to 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 a buyer-seller + +126 +00:08:32,740 --> 00:08:37,340 +interface or buyer-seller 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 relationships which might + +129 +00:08:46,410 --> 00:08:52,150 +come as a result of a 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 an 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 of you—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 were 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 of + +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 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 a buyer-seller + +168 +00:11:15,040 --> 00:11:18,720 +interface team example. The second scenario is a + +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 the sales management process. The + +174 +00:11:41,410 --> 00:11:44,050 +word "process" means we are not talking about an + +175 +00:11:44,050 --> 00:11:49,450 +incident; we are talking about a process. The + +176 +00:11:49,450 --> 00:11:53,540 +process is like a 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 +tomatoes, vegetables, etc. The same thing with the + +183 +00:12:12,800 --> 00:12:15,540 +process of sales management. The 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 +at a part of 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 +the 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 of 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 + +223 +00:14:50,970 --> 00:14:54,930 +the rest of the team members. He or she knows + +224 +00:14:54,930 --> 00:14:57,990 +exactly what his or her title, responsibilities, and so + +225 +00:14:57,990 --> 00:15:01,650 +on are. Therefore, this 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 is building sales competencies. Competencies + +228 +00:15:11,630 --> 00:15:15,310 +as we said, mean abilities. + +229 +00:15:17,330 --> 00:15:20,690 +So building the sales team's abilities or + +230 +00:15:20,690 --> 00:15:23,350 +competencies is going to happen through three + +231 +00:15:23,350 --> 00:15:27,990 +things. First, training. + +232 +00:15:36,520 --> 00:15:43,160 +training, coaching, and guidance. So + +233 +00:15:43,160 --> 00:15:47,320 +this means the sales team management 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 by 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 +of these things must be delivered by management + +238 +00:16:02,000 --> 00:16:09,180 +to its team members. Finally, the + +239 +00:16:09,180 --> 00:16:11,780 +sales management process will also 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 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. This will be achieved through + +244 +00:16:28,060 --> 00:16:33,120 +whom? The working staff members. So, in the midterm or + +245 +00:16:33,120 --> 00:16:36,260 +final exam, or even in your future careers, + +246 +00:16:36,260 --> 00:16:38,820 +whenever you hear 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 the sales team. Okay, now whenever we are + +249 +00:16:47,440 --> 00:16:50,300 +talking about leading, leading is + +250 +00:16:50,300 --> 00:16:53,620 +one word, but in fact it covers many + +251 +00:16:53,620 --> 00:16:57,240 +meanings. Leading means the ability to put + +252 +00:16:57,240 --> 00:16:57,720 +a strategy + +253 +00:17:01,220 --> 00:17:07,960 +in place, an operational plan, + +254 +00:17:07,960 --> 00:17:12,100 +goals; it means the 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 encompassed + +257 +00:17:22,220 --> 00:17:26,870 +under 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" summarizes many + +261 +00:17:35,650 --> 00:17:38,750 +meanings. It summarizes our ability and efforts + +262 +00:17:38,750 --> 00:17:40,890 +to create a strategy, our ability to create an + +263 +00:17:40,890 --> 00:17:43,870 +operational plan, our ability to set goals, our + +264 +00:17:43,870 --> 00:17:46,310 +ability to conduct evaluations, our ability to make + +265 +00:17:46,310 --> 00:17:51,410 +decisions, etc. So all these things are summarized + +266 +00:17:51,410 --> 00:17:56,160 +by one word: leading. Okay, now let's + +267 +00:17:56,160 --> 00:18:02,940 +move on to another point. This point is + +268 +00:18:02,940 --> 00:18:05,060 +very important. If you were to ask a + +269 +00:18:05,060 --> 00:18:09,440 +simple question. 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. Now we will 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 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. It says spend + +280 +00:18:51,500 --> 00:18:53,520 +little or no time directly managing customer + +281 +00:18:53,520 --> 00:18:55,540 +accounts. That means if I am a customer and I am + +282 +00:18:55,540 --> 00:18:58,660 +calling to check my account or to find out what my + +283 +00:18:58,660 --> 00:19:02,340 +account balance is, or what my sales accounts or my + +284 +00:19:02,340 --> 00:19:05,340 +purchasing debits or credits are, or my money, or + +285 +00:19:05,340 --> 00:19:08,640 +whatever, then the salesperson, not + +286 +00:19:08,640 --> 00:19:12,060 +the sales manager, should deal with it directly + +287 +00:19:12,060 --> 00:19:17,870 +and without... Not the sales manager. Exactly, not the + +288 +00:19:17,870 --> 00:19:22,310 +sales manager. Exactly. So, if I were to give + +289 +00:19:22,310 --> 00:19:24,150 +you a question or a + +290 +00:19:24,150 --> 00:19:26,870 +sentence, I would 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 +managers should invest a lot of time managing their + +293 +00:19:36,290 --> 00:19:40,010 +customer accounts. True or false? Exactly + +294 +00:19:40,010 --> 00:19:44,870 +false. Exactly false. Someone might say, + +295 +00:19:44,990 --> 00:19:48,970 +why? Because that is not the core job of the sales + +296 +00:19:48,970 --> 00:19:52,430 +manager. That is the core job of the salesperson. + +297 +00:19:53,790 --> 00:19:57,590 +This is very important. Now, another + +298 +00:19:57,590 --> 00:20:01,130 +point: the sales manager should focus on building + +299 +00:20:01,130 --> 00:20:05,110 +or refining a sales team. The + +300 +00:20:05,110 --> 00:20:08,350 +biggest challenge and core job of the sales + +301 +00:20:08,350 --> 00:20:13,540 +manager is to build a sales team. This + +302 +00:20:13,540 --> 00:20:17,020 +is the biggest challenge. When we say + +303 +00:20:17,020 --> 00:20:21,300 +building and refining, refining means the sales + +304 +00:20:21,300 --> 00:20:25,300 +manager must evaluate the performance + +305 +00:20:25,300 --> 00:20:28,660 +and skills of each staff member in the sales + +306 +00:20:28,660 --> 00:20:32,980 +department. If a staff member is not qualified, + +307 +00:20:32,980 --> 00:20:36,680 +he or she must be removed from the + +308 +00:20:36,680 --> 00:20:40,970 +sales team. But if he or she is qualified, + +309 +00:20:41,690 --> 00:20:45,430 +then that person should be included in the + +310 +00:20:45,430 --> 00:20:50,030 +sales team. This is considered the + +311 +00:20:50,030 --> 00:20:53,270 +biggest challenge or core job of a sales + +312 +00:20:53,270 --> 00:20:59,790 +manager. In addition, customer contact is + +313 +00:20:59,790 --> 00:21:04,720 +largely non-selling. Remember, it is also + +314 +00:21:04,720 --> 00:21:07,040 +the responsibility of the sales manager + +315 +00:21:07,040 --> 00:21:10,140 +to pick up the phone and contact + +316 +00:21:10,140 --> 00:21:14,160 +customers. If the sales manager does that, it is not + +317 +00:21:14,160 --> 00:21:18,020 +a selling process. This is not + +318 +00:21:18,020 --> 00:21:22,580 +selling. Someone might wonder why. + +319 +00:21:23,020 --> 00:21:26,580 +Once again, that is not the core job of the sales + +320 +00:21:26,580 --> 00:21:29,080 +manager. That is the responsibility of the sales + +321 +00:21:29,080 --> 00:21:32,620 +person. Someone might ask, 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 provide + +324 +00:21:38,480 --> 00:21:43,860 +development for the salesperson. If you + +325 +00:21:43,860 --> 00:21:45,300 +ask what development means, it includes + +326 +00:21:45,300 --> 00:21:48,720 +training, coaching, guidance, instruction, advising, and so + +327 +00:21:49,420 --> 00:21:53,920 +on, and teaching. Okay, any questions or + +328 +00:21:53,920 --> 00:21:59,730 +comments about this? Refining means filtering, + +329 +00:22:04,090 --> 00:22:09,150 +to filter the staff members or candidates. If + +330 +00:22:09,150 --> 00:22:11,970 +he or she is qualified, he or she + +331 +00:22:11,970 --> 00:22:15,430 +will be on our team. If not, they + +332 +00:22:15,430 --> 00:22:18,490 +will be removed. We are refining, we are + +333 +00:22:18,490 --> 00:22:22,420 +filtering. So anyone suitable will be with + +334 +00:22:22,420 --> 00:22:25,700 +us, and anyone unsuitable will be kicked + +335 +00:22:25,700 --> 00:22:30,200 +out of the sales team. Okay? + +337 +00:22:32,100 --> 00:22:35,500 +Sales managers work with salespeople, and + +338 +00:22:35,500 --> 00:22:39,910 +salespeople work with customers? 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. That is not the responsibility or core job of the + +341 +00:22:45,890 --> 00:22:49,290 +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 +let's move on. Now we will go to another part + +344 +00:22:57,900 --> 00:22:59,820 +of our class. We will talk about the + +345 +00:22:59,820 --> 00:23:02,820 +skills a sales manager must possess. If you look + +346 +00:23:06,200 --> 00:23:08,680 +here, you will find that skill number one + +347 +00:23:08,680 --> 00:23:12,320 +is the ability and willingness + +348 +00:23:12,320 --> 00:23:15,580 +of the sales manager to train and + +349 +00:23:15,580 --> 00:23:19,540 +coach. You are the brain, the think tank + +350 +00:23:19,540 --> 00:23:24,190 +for the other sales team members. Second, + +351 +00:23:24,890 --> 00:23:27,350 +the sales manager must be willing to make + +352 +00:23:27,350 --> 00:23:30,670 +joint sales calls. When we say "make joint + +353 +00:23:30,670 --> 00:23:36,330 +sales calls," what does that mean? + +354 +00:23:36,330 --> 00:23:43,550 +A joint sales call means the sales call + +355 +00:23:43,550 --> 00:23:47,810 +must be strategically organized. Our sales + +356 +00:23:47,810 --> 00:23:50,610 +team members will understand what they are + +357 +00:23:50,610 --> 00:23:54,270 +doing and will communicate and deliver to the + +358 +00:23:54,270 --> 00:24:00,310 +customer a unified message. When we say "unified message," this means if Farah + +360 +00:24:00,310 --> 00:24:03,610 +is a team member and Arij is + +361 +00:24:03,610 --> 00:24:07,500 +another member, then Farah should not speak to me + +362 +00:24:07,500 --> 00:24:11,160 +with a different message than Arij. The message must + +364 +00:24:14,220 --> 00:24:18,220 +be unified. The goals must be shared. Everything + +365 +00:24:18,220 --> 00:24:21,620 +must be in common. But if the messages are not unified, if there are + +367 +00:24:24,720 --> 00:24:28,100 +different ideas, thoughts, or + +368 +00:24:28,100 --> 00:24:30,760 +offers, that will harm our sales + +369 +00:24:30,760 --> 00:24:35,820 +company. Exactly, controlling and leading and + +370 +00:24:42,500 --> 00:24:47,140 +informing them in advance of our message + +371 +00:24:47,140 --> 00:24:51,120 +to the customer. Exactly. + +373 +00:24:53,220 --> 00:24:57,680 +Third, the 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 manage other staff + +376 +00:25:03,480 --> 00:25:06,820 +members and control their behavior. Let's + +377 +00:25:06,820 --> 00:25:09,640 +give an example. I will give you a + +378 +00:25:09,640 --> 00:25:12,700 +scenario where you must think like a sales manager. The situation is + +379 +00:25:12,700 --> 00:25:16,900 +as follows: Imagine you are a sales manager for + +380 +00:25:16,900 --> 00:25:20,320 +a company in Gaza City, and you + +381 +00:25:20,320 --> 00:25:23,750 +are sending a salesperson or sales + +382 +00:25:23,750 --> 00:25:27,530 +representative to the Rafah market in the south. This + +383 +00:25:27,530 --> 00:25:32,310 +salesperson asks for permission to use a company car + +384 +00:25:32,310 --> 00:25:36,290 +to get to the Rafah market. How will you + +386 +00:25:40,130 --> 00:25:44,630 +control the behavior of this sales + +387 +00:25:44,630 --> 00:25:47,210 +representative and ensure that this person goes + +388 +00:25:47,210 --> 00:25:51,350 +directly to the target customers in Rafah + +389 +00:25:51,350 --> 00:25:54,530 +market? Imagine he has a mother-in-law in + +390 +00:25:54,530 --> 00:25:58,480 +Maghazi, Nusairat, or Khan Yunis. How will you + +391 +00:25:58,480 --> 00:26:01,660 +ensure that this salesperson doesn't use the car + +392 +00:26:01,660 --> 00:26:05,760 +to have lunch or breakfast with his mother-in-law + +393 +00:26:05,760 --> 00:26:08,920 +before going to the customers in the + +394 +00:26:08,920 --> 00:26:12,900 +Rafah market? How will you be sure? By tracking his time and giving a complete + +397 +00:26:20,500 --> 00:26:27,980 +answer, Hanin. Then, what will you do to ensure that he is committed to the + +398 +00:26:27,980 --> 00:26:30,260 +time? Exactly. We all know + +399 +00:26:30,260 --> 00:26:36,900 +that to get to Rafah from Gaza takes about 30 minutes by car. Of + +401 +00:26:39,600 --> 00:26:43,640 +course, we have the salesperson's cell phone number and the + +402 +00:26:43,640 --> 00:26:46,020 +customer's number in Rafah. You, as + +403 +00:26:46,020 --> 00:26:49,020 +a sales manager, have a responsibility. + +404 +00:26:49,020 --> 00:26:50,440 +Simply, you must check that your sales + +405 +00:26:51,380 --> 00:26:53,740 +representative gets to the customer + +406 +00:26:53,740 --> 00:26:56,380 +on time by calling him after 30 minutes to + +407 +00:26:56,380 --> 00:27:00,240 +make sure he is using his time for work + +408 +00:27:00,240 --> 00:27:05,240 +and only for work, not for personal + +409 +00:27:05,240 --> 00:27:08,820 +matters. That is one tool. So, this is + +410 +00:27:08,820 --> 00:27:12,200 +the sales manager's responsibility: to control the + +411 +00:27:12,200 --> 00:27:15,060 +behavior of other staff members. Exactly. + +413 +00:27:18,880 --> 00:27:24,640 +Okay? Let's move on. A sales manager must also have + +414 +00:27:24,640 --> 00:27:28,920 +a profit mentality. Always + +415 +00:27:29,000 --> 00:27:33,220 +remember your work will be + +416 +00:27:33,220 --> 00:27:36,220 +evaluated at the end of the year as a sales + +417 +00:27:36,220 --> 00:27:40,240 +manager based on how much profit you generated for the + +418 +00:27:40,240 --> 00:27:44,260 +company. 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 +based on this profit mentality. But + +421 +00:27:51,560 --> 00:27:55,300 +look at the bigger picture, not just + +422 +00:27:55,300 --> 00:28:00,440 +profit alone. Finally, you must be + +423 +00:28:00,440 --> 00:28:03,020 +proactive. When we say a sales manager + +424 +00:28:03,020 --> 00:28:05,820 +must be proactive, 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 +say proactive, this means you will be + +427 +00:28:13,100 --> 00:28:15,960 +innovative. In other words, you will + +428 +00:28:15,960 --> 00:28:18,980 +propose new agendas, new ideas, new plans, new + +429 +00:28:18,980 --> 00:28:22,530 +programs, and you won't be + +430 +00:28:22,530 --> 00:28:24,730 +imitators. What does "imitator" mean? + +431 +00:28:25,570 --> 00:28:28,770 +Exactly, you are not simply following + +432 +00:28:28,770 --> 00:28:31,230 +instructions and implementing them. That' + +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, it 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 a blind driver who + +456 +00:29:51,410 --> 00:29:54,940 +is driving a car. And what is going to happen to + +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 applies; all companies must formulate, must + +460 +00:30:06,460 --> 00:30:12,680 +draw a sales strategy, illustrating its goals, + +461 +00:30:13,400 --> 00:30:20,280 +objectives, tools, activities, etc. Second, we + +462 +00:30:20,280 --> 00:30:21,900 +must be able to have 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 related to 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 least 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 competencies. + +469 +00:30:45,640 --> 00:30:48,520 +Don't expect others to lead or manage you. + +470 +00:30:49,020 --> 00:30:53,550 +Manage yourself. 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 in technology. What technology? It 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 equipment is 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 +a 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 at a broader market. Think globally and act + +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 develop 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 to harmony among the team + +492 +00:32:02,170 --> 00:32:04,970 +members. For example, sometimes some people are + +493 +00:32:04,970 --> 00:32:08,710 +at odds with each other. Some people have difficulty + +494 +00:32:08,710 --> 00:32:11,570 +in dealing with one another. Is it okay to include + +495 +00:32:11,570 --> 00:32:14,870 +both members in one team? We do not recommend + +496 +00:32:14,870 --> 00:32:17,770 +that. This is the responsibility of sales management + +497 +00:32:17,770 --> 00:32:21,290 +to create a harmonious team + +498 +00:32:21,290 --> 00:32:25,790 +where each member will love, respect, and + +499 +00:32:25,790 --> 00:32:29,770 +coordinate and cooperate with one another. All + +500 +00:32:29,770 --> 00:32:34,310 +these are competencies for a model of sales + +501 +00:32:34,310 --> 00:32:37,550 +management competencies. Any questions? Any + +502 +00:32:37,550 --> 00:32:39,890 +comments about this class? Do you have any + +503 +00:32:39,890 --> 00:32:42,890 +questions? Do you have any comments? Okay, now I + +504 +00:32:42,890 --> 00:32:47,770 +would like to ask a few questions before we are + +505 +00:32:47,770 --> 00:32:49,730 +going to conclude. I want you to summarize your + +506 +00:32:49,730 --> 00:32:53,350 +impression of the course, the content of + +507 +00:32:53,350 --> 00:32:58,430 +the course since it began two weeks ago. What is + +508 +00:32:58,430 --> 00:33:04,430 +your impression of the course? Go on, yalla. + +509 +00:33:04,430 --> 00:33:06,350 +What do you think of it? Do you think it is + +510 +00:33:08,290 --> 00:33:11,010 +beneficial, or is it just theory, or whatever? + +511 +00:33:11,010 --> 00:33:13,590 +What do you think? + +512 +00:33:15,520 --> 00:33:17,260 +Farah, in what 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 teaching method? Or + +518 +00:33:51,590 --> 00:33:54,010 +would you 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 teachers, and + +522 +00:34:03,710 --> 00:34:06,190 +we are going to be the audience or 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 must have + +526 +00:34:16,960 --> 00:34:23,080 +a maximum of four members. One isn't allowed; two is + +527 +00:34:23,080 --> 00:34:28,740 +allowed; three is allowed; four is allowed. The + +528 +00:34:28,740 --> 00:34:31,900 +minimum is two, and the maximum is four. Now + +529 +00:34:31,900 --> 00:34:35,060 +listen. From now on, I want you to consider this: I am + +530 +00:34:35,060 --> 00:34:41,580 +going to provide you with a research topic about + +531 +00:34:41,580 --> 00:34:45,070 +a Palestinian business organization that + +532 +00:34:45,070 --> 00:34:50,070 +is heavily involved in sales. I want you to + +533 +00:34:50,070 --> 00:34:54,450 +complete, or write, a complete research paper about its + +534 +00:34:54,450 --> 00:34:58,010 +strategy, plan, actions, and behavior in the Gaza + +535 +00:34:58,010 --> 00:35:03,650 +market. This business could be a pharmacy, + +536 +00:35:03,650 --> 00:35:07,650 +a manufacturing company, a service provider, or an + +537 +00:35:08,450 --> 00:35:11,050 +organization. Choose whichever you would like to + +538 +00:35:11,050 --> 00:35:13,790 +choose. But before you begin writing, you + +539 +00:35:13,790 --> 00:35:17,700 +must form your teams. This is an assignment for + +540 +00:35:17,700 --> 00:35:21,980 +the next class. In other words, in the next class, I'm + +541 +00:35:21,980 --> 00:35:25,080 +going to ask you about your team members. + +542 +00:35:25,080 --> 00:35:27,440 +I will ask about your team members. + +543 +00:35:28,760 --> 00:35:35,620 +Also, each team must be ready to present + +544 +00:35:35,620 --> 00:35:38,260 +the business organization they will + +545 +00:35:38,260 --> 00:35:38,840 +research. + +546 +00:35:42,550 --> 00:35:45,650 +This is the assignment for the next class. Any + +547 +00:35:45,650 --> 00:35:48,630 +questions or comments? Okay, see you + +548 +00:35:48,630 --> 00:35:50,430 +next time. Thank you very much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/25FLuqAp-W4_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/25FLuqAp-W4_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..fe174305c2121a4aa87fde1c6bef88dff34c5339 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/25FLuqAp-W4_postprocess.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/25FLuqAp-W4_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/25FLuqAp-W4_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..94f2bfdf2a72c235297ae229d175fb6442e8aef7 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/25FLuqAp-W4_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4711, "start": 22.79, "end": 47.11, "text": " okay now we are going to go on to our chapter number one in the course which is called sales management and today we are going to talk about something called sales managers or sales management so two things will be outlined in today's class the first one we are going to talk about something called sales management", "tokens": [1392, 586, 321, 366, 516, 281, 352, 322, 281, 527, 7187, 1230, 472, 294, 264, 1164, 597, 307, 1219, 5763, 4592, 293, 965, 321, 366, 516, 281, 751, 466, 746, 1219, 5763, 14084, 420, 5763, 4592, 370, 732, 721, 486, 312, 27412, 294, 965, 311, 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under the model which is called transactional or traditional? In addition, we are going to compare it with another kind of interface or interaction under the model which is called a relationship. But here we named it to be team, which refers to the same model. Somebody is going to say, but why we named it team?", "tokens": [407, 577, 307, 264, 14425, 420, 264, 9285, 307, 2737, 1296, 264, 23600, 293, 264, 5474, 833, 264, 2316, 597, 307, 1219, 46688, 1966, 420, 5164, 30, 682, 4500, 11, 321, 366, 516, 281, 6794, 309, 365, 1071, 733, 295, 9226, 420, 9285, 833, 264, 2316, 597, 307, 1219, 257, 2480, 13, 583, 510, 321, 4926, 309, 281, 312, 1469, 11, 597, 14942, 281, 264, 912, 2316, 13, 13463, 307, 516, 281, 584, 11, 457, 983, 321, 4926, 309, 1469, 30], "avg_logprob": -0.1611089926303887, "compression_ratio": 1.85, "no_speech_prob": 0.0, "words": [{"start": 116.08, "end": 116.4, "word": " So", "probability": 0.86962890625}, {"start": 116.4, "end": 116.88, "word": " how", "probability": 0.75634765625}, {"start": 116.88, "end": 117.14, "word": " is", "probability": 0.8046875}, {"start": 117.14, "end": 117.3, "word": " the", "probability": 0.8974609375}, {"start": 117.3, "end": 117.9, "word": " transaction", "probability": 0.78955078125}, {"start": 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We are looking at the customer as one of the members of the working team. Now, let's talk about them in a very detailed way. I want you to look at this figure, focus on it, and look at the second figure. And I would like somebody to outline what are the major differences between the two figures.", "tokens": [1436, 833, 264, 2480, 2316, 11, 321, 366, 1237, 412, 264, 5474, 382, 472, 295, 264, 2679, 295, 264, 1469, 13, 492, 366, 1237, 412, 264, 5474, 382, 472, 295, 264, 2679, 295, 264, 1364, 1469, 13, 823, 11, 718, 311, 751, 466, 552, 294, 257, 588, 9942, 636, 13, 286, 528, 291, 281, 574, 412, 341, 2573, 11, 1879, 322, 309, 11, 293, 574, 412, 264, 1150, 2573, 13, 400, 286, 576, 411, 2618, 281, 16387, 437, 366, 264, 2563, 7300, 1296, 264, 732, 9624, 13], "avg_logprob": -0.11993962704119357, "compression_ratio": 1.8227272727272728, "no_speech_prob": 0.0, "words": [{"start": 146.24, "end": 146.7, "word": " Because", "probability": 0.638671875}, {"start": 146.7, "end": 147.02, "word": " under", "probability": 0.78515625}, {"start": 147.02, "end": 147.22, "word": " the", "probability": 0.888671875}, {"start": 147.22, "end": 147.56, "word": " relationship", "probability": 0.84326171875}, 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Can you figure it out? Haneen, go on. Excellent.", "tokens": [1664, 291, 2573, 309, 484, 30, 1664, 291, 2573, 309, 484, 30, 389, 1929, 268, 11, 352, 322, 13, 16723, 13], "avg_logprob": -0.21448864313689145, "compression_ratio": 1.2203389830508475, "no_speech_prob": 0.0, "words": [{"start": 176.7, "end": 176.94, "word": " Can", "probability": 0.7685546875}, {"start": 176.94, "end": 177.06, "word": " you", "probability": 0.96728515625}, {"start": 177.06, "end": 177.28, "word": " figure", "probability": 0.953125}, {"start": 177.28, "end": 177.48, "word": " it", "probability": 0.9443359375}, {"start": 177.48, "end": 177.82, "word": " out?", "probability": 0.89306640625}, {"start": 180.6, "end": 180.76, "word": " Can", "probability": 0.80419921875}, {"start": 180.76, "end": 180.9, "word": " you", "probability": 0.96923828125}, {"start": 180.9, "end": 181.08, "word": " figure", "probability": 0.96630859375}, {"start": 181.08, "end": 181.3, "word": " it", "probability": 0.94921875}, {"start": 181.3, "end": 182.08, "word": " out?", "probability": 0.89111328125}, {"start": 183.74, "end": 184.18, "word": " Haneen,", "probability": 0.6973876953125}, {"start": 184.26, "end": 184.38, "word": " go", "probability": 0.90966796875}, {"start": 184.38, "end": 184.56, "word": " on.", "probability": 0.8505859375}, {"start": 191.04, "end": 191.48, "word": " Excellent.", "probability": 0.20263671875}], "temperature": 1.0}, {"id": 8, "seek": 23440, "start": 206.08, "end": 234.4, "text": " Excellent. So let's interpret what Hanin said into a symbol or in a few words. Therefore, we are going to make this a small table. The table is going to be divided into two columns. The first column, we are going to talk about traditional. Buyer, seller, interact. The second one, we are going to talk about the buyer.", "tokens": [16723, 13, 407, 718, 311, 7302, 437, 7820, 259, 848, 666, 257, 5986, 420, 294, 257, 1326, 2283, 13, 7504, 11, 321, 366, 516, 281, 652, 341, 257, 1359, 3199, 13, 440, 3199, 307, 516, 281, 312, 6666, 666, 732, 13766, 13, 440, 700, 7738, 11, 321, 366, 516, 281, 751, 466, 5164, 13, 363, 7493, 260, 11, 23600, 11, 4648, 13, 440, 1150, 472, 11, 321, 366, 516, 281, 751, 466, 264, 24645, 13], "avg_logprob": -0.2251233611451952, "compression_ratio": 1.6789473684210525, "no_speech_prob": 0.0, "words": [{"start": 206.08, "end": 206.68, "word": " Excellent.", "probability": 0.8408203125}, {"start": 207.62, "end": 208.04, "word": " So", "probability": 0.89306640625}, {"start": 208.04, "end": 208.38, "word": " let's", "probability": 0.89013671875}, {"start": 208.38, "end": 208.92, "word": " interpret", "probability": 0.8369140625}, {"start": 208.92, "end": 209.3, "word": " what", "probability": 0.90234375}, {"start": 209.3, "end": 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As Hanin said, the first difference between the two, look at the figure, the meeting between the supplier and the customer, it's very narrow and shallow. It's very narrow and shallow. But why? Because look, the meeting is only in one point. This is the meeting point of interface. This point is a symbol. 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So if the deal is going to be finalized, this means the relationship will not be in effect or enforced. It will vanish. But before the transaction, the same thing, we are not talking about any kind of relationship. 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But the meaning of the interface here, it isn't focusing on one point like this. We are talking about a very wide relationship. Very wide relationship. And this relationship might consist of various components. Components of what? 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Also, we are talking about permanent relationship. Here, we are talking about, look, narrow relationship. Here, very wide. Okay, now, what else? Also, in the traditional relationship, we are talking about a momentum. 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Sustainable. So this is the difference between the interface under the traditional buyer-seller interface and the buyer-seller interface theme. This is briefly the differences. In addition, we are going to talk about the type of relationship. 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Because of this, we said this is very wide, but this is very narrow. Any question? 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For example, I might ask you explain briefly or describe briefly the relationship or the interface which might come as a result of bi-cellular interface or bi-cellular interface team. This is one of the possible questions. 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This is one of the possible questions. I think now it is understandable. Any question, any comments about this? Let's give example, so that the theory which we are talking about is going to be stuck in your mind, not in your memory.", "tokens": [597, 1062, 808, 382, 257, 1874, 295, 5164, 24645, 12, 405, 4658, 9226, 420, 24645, 12, 405, 4658, 9226, 1469, 30, 639, 307, 472, 295, 264, 1944, 1651, 13, 286, 519, 586, 309, 307, 25648, 13, 2639, 1168, 11, 604, 3053, 466, 341, 30, 961, 311, 976, 1365, 11, 370, 300, 264, 5261, 597, 321, 366, 1417, 466, 307, 516, 281, 312, 5541, 294, 428, 1575, 11, 406, 294, 428, 4675, 13], "avg_logprob": -0.1888912703892956, "compression_ratio": 1.5734597156398105, "no_speech_prob": 0.0, "words": [{"start": 525.35, "end": 525.79, "word": " which", "probability": 0.6064453125}, {"start": 525.79, "end": 526.41, "word": " might", "probability": 0.84521484375}, {"start": 526.41, "end": 526.85, "word": " come", "probability": 0.87451171875}, {"start": 526.85, "end": 528.63, "word": " as", "probability": 0.94091796875}, {"start": 528.63, "end": 528.75, "word": " a", 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As we said, we do not want memorization. Now, listen. Imagine one or somebody from you would like to buy a laptop. He went to any store in Gaza. He asked the seller the following questions. What is the price of this laptop? Where was it manufactured? What are the raw materials which are used in manufacturing?", "tokens": [682, 428, 1575, 11, 406, 294, 428, 4675, 13, 1018, 321, 848, 11, 321, 360, 406, 528, 10560, 2144, 13, 823, 11, 2140, 13, 11739, 472, 420, 2618, 490, 291, 576, 411, 281, 2256, 257, 10732, 13, 634, 1437, 281, 604, 3531, 294, 37800, 13, 634, 2351, 264, 23600, 264, 3480, 1651, 13, 708, 307, 264, 3218, 295, 341, 10732, 30, 2305, 390, 309, 25738, 30, 708, 366, 264, 8936, 5319, 597, 366, 1143, 294, 11096, 30], "avg_logprob": -0.15494792335308516, "compression_ratio": 1.547085201793722, "no_speech_prob": 0.0, "words": [{"start": 553.09, "end": 553.33, "word": " In", "probability": 0.445556640625}, {"start": 553.33, "end": 553.53, "word": " your", "probability": 0.876953125}, {"start": 553.53, "end": 554.03, "word": " mind,", "probability": 0.8984375}, {"start": 554.53, "end": 555.09, "word": " not", "probability": 0.91162109375}, {"start": 555.09, "end": 555.25, "word": " in", "probability": 0.91796875}, {"start": 555.25, 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Is there a replacement parts? Are you making maintenance? And so on and so on and so on. So this person who is you asked many questions for the seller. The seller was able to answer all these questions smoothly and confidently.", "tokens": [708, 307, 264, 7214, 10476, 420, 26852, 30, 1119, 456, 257, 14419, 3166, 30, 2014, 291, 1455, 11258, 30, 400, 370, 322, 293, 370, 322, 293, 370, 322, 13, 407, 341, 954, 567, 307, 291, 2351, 867, 1651, 337, 264, 23600, 13, 440, 23600, 390, 1075, 281, 1867, 439, 613, 1651, 19565, 293, 41956, 13], "avg_logprob": -0.20284597894975118, "compression_ratio": 1.5664739884393064, "no_speech_prob": 0.0, "words": [{"start": 581.56, "end": 581.9, "word": " What", "probability": 0.57666015625}, {"start": 581.9, "end": 582.36, "word": " is", "probability": 0.90380859375}, {"start": 582.36, "end": 582.86, "word": " the", "probability": 0.83837890625}, {"start": 582.86, "end": 583.26, "word": " insurance", "probability": 0.93701171875}, {"start": 583.26, "end": 583.84, "word": " license", "probability": 0.68212890625}, {"start": 583.84, "end": 584.12, "word": " or", "probability": 0.8759765625}, {"start": 584.12, "end": 584.54, "word": " warranty?", "probability": 0.81884765625}, {"start": 585.48, "end": 585.66, "word": " Is", "probability": 0.448974609375}, {"start": 585.66, "end": 586.08, "word": " there", "probability": 0.90673828125}, {"start": 586.08, "end": 586.3, "word": " a", "probability": 0.74609375}, {"start": 586.3, "end": 586.66, "word": " replacement", "probability": 0.88623046875}, {"start": 586.66, "end": 587.24, "word": " parts?", "probability": 0.52001953125}, {"start": 587.76, "end": 588.0, "word": " Are", "probability": 0.8896484375}, {"start": 588.0, "end": 588.18, "word": " you", "probability": 0.96044921875}, {"start": 588.18, "end": 588.62, "word": " making", "probability": 0.71142578125}, {"start": 588.62, "end": 589.22, "word": " maintenance?", "probability": 0.8916015625}, {"start": 589.66, "end": 589.82, "word": " And", "probability": 0.64453125}, {"start": 589.82, "end": 589.98, "word": " so", "probability": 0.939453125}, {"start": 589.98, "end": 590.22, "word": " on", "probability": 0.9443359375}, {"start": 590.22, "end": 590.38, "word": " and", "probability": 0.76123046875}, {"start": 590.38, "end": 590.58, "word": " so", "probability": 0.93798828125}, {"start": 590.58, "end": 590.7, "word": " on", "probability": 0.9404296875}, {"start": 590.7, "end": 590.88, "word": " and", "probability": 0.72509765625}, {"start": 590.88, "end": 591.04, "word": " so", "probability": 0.94580078125}, {"start": 591.04, "end": 591.32, "word": " on.", "probability": 0.93603515625}, {"start": 592.68, "end": 593.02, "word": " So", "probability": 0.8583984375}, {"start": 593.02, "end": 593.32, "word": " this", "probability": 0.77734375}, {"start": 593.32, "end": 593.84, "word": " person", "probability": 0.90966796875}, {"start": 593.84, "end": 595.24, "word": " who", "probability": 0.556640625}, {"start": 595.24, "end": 595.42, "word": " is", "probability": 0.90185546875}, {"start": 595.42, "end": 595.7, "word": " you", "probability": 0.94287109375}, {"start": 595.7, "end": 596.64, "word": " asked", "probability": 0.482421875}, {"start": 596.64, "end": 596.86, "word": " many", "probability": 0.8779296875}, {"start": 596.86, "end": 597.44, "word": " questions", "probability": 0.9501953125}, {"start": 597.44, "end": 598.02, "word": " for", "probability": 0.7919921875}, {"start": 598.02, "end": 598.2, "word": " the", "probability": 0.91552734375}, {"start": 598.2, "end": 598.44, "word": " seller.", "probability": 0.9150390625}, {"start": 599.62, "end": 599.82, "word": " The", "probability": 0.46875}, {"start": 599.82, "end": 600.18, "word": " seller", "probability": 0.884765625}, {"start": 600.18, "end": 600.54, "word": " was", "probability": 0.9375}, {"start": 600.54, "end": 601.4, "word": " able", "probability": 0.94873046875}, {"start": 601.4, "end": 601.66, "word": " to", "probability": 0.97119140625}, {"start": 601.66, "end": 602.08, "word": " answer", "probability": 0.96142578125}, {"start": 602.08, "end": 602.4, "word": " all", "probability": 0.92236328125}, {"start": 602.4, "end": 602.6, "word": " these", "probability": 0.83544921875}, {"start": 602.6, "end": 603.26, "word": " questions", "probability": 0.96044921875}, {"start": 603.26, "end": 604.28, "word": " smoothly", "probability": 0.81689453125}, {"start": 604.28, "end": 605.18, "word": " and", "probability": 0.93994140625}, {"start": 605.18, "end": 605.66, "word": " confidently.", "probability": 0.94921875}], "temperature": 1.0}, {"id": 22, "seek": 62900, "start": 607.6, "end": 629.0, "text": " After you are going to finish the transaction and you are going to get the laptop in your hand and you will return back home, I want to ask you this simple question. If you were in another need for buying something related to IT or laptops or whatever, what is the possibility of returning back to deal with this seller once again?", "tokens": [2381, 291, 366, 516, 281, 2413, 264, 14425, 293, 291, 366, 516, 281, 483, 264, 10732, 294, 428, 1011, 293, 291, 486, 2736, 646, 1280, 11, 286, 528, 281, 1029, 291, 341, 2199, 1168, 13, 759, 291, 645, 294, 1071, 643, 337, 6382, 746, 4077, 281, 6783, 420, 27642, 420, 2035, 11, 437, 307, 264, 7959, 295, 12678, 646, 281, 2028, 365, 341, 23600, 1564, 797, 30], "avg_logprob": -0.11868106716257684, "compression_ratio": 1.6354679802955665, "no_speech_prob": 0.0, "words": [{"start": 607.6, "end": 608.06, "word": " After", "probability": 0.80029296875}, {"start": 608.06, "end": 608.22, "word": " you", "probability": 0.94921875}, {"start": 608.22, "end": 608.36, "word": " are", "probability": 0.8095703125}, {"start": 608.36, "end": 608.66, "word": " going", "probability": 0.94189453125}, {"start": 608.66, "end": 608.86, 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This is a scenario, let's look at another scenario. The second scenario is the following, you want to buy a laptop, once again, you ask several questions, but unfortunately, the seller wasn't able to answer any one of these questions except one question, the price.", "tokens": [5229, 11, 370, 3705, 309, 1062, 3488, 544, 813, 4688, 4, 257, 8482, 295, 18617, 264, 912, 1752, 365, 264, 912, 23600, 13, 639, 307, 257, 9005, 11, 718, 311, 574, 412, 1071, 9005, 13, 440, 1150, 9005, 307, 264, 3480, 11, 291, 528, 281, 2256, 257, 10732, 11, 1564, 797, 11, 291, 1029, 2940, 1651, 11, 457, 7015, 11, 264, 23600, 2067, 380, 1075, 281, 1867, 604, 472, 295, 613, 1651, 3993, 472, 1168, 11, 264, 3218, 13], "avg_logprob": -0.24414061903953552, "compression_ratio": 1.6127659574468085, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 631.98, "end": 632.44, "word": " High,", "probability": 0.2286376953125}, {"start": 632.9, "end": 633.16, "word": " so", "probability": 0.81298828125}, {"start": 633.16, "end": 633.64, "word": " 13", "probability": 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It might be less than 20%. So the first scenario is buyer-seller interface team example. The second scenario is traditional buyer-seller interface. Any question? Any comments about this? Any question? Any comments? Okay, move on. 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Look at here, we are talking about sales management process. The word process means we are not talking about incident, we are talking about process. 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But why? Because salt is one component. Do we need other components? Of course. You need tomato, vegetables, etc. The same thing with the process of sales management. Process of sales management has various components. The first component is the following. 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come to you, but be patient. Look at the big picture, not on a part from this picture, which is profitability. This is number one. Number two, roles of the sales force must be identified clearly. 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Everything must be identified clearly. 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The work of the team or the sales team will be influenced negatively by the absence of one person. Simply why? Because as we said, each role is identified clearly. We are not hiring any person unless he or she has a specific work.", "tokens": [5459, 11, 498, 472, 295, 613, 3525, 2679, 307, 516, 281, 312, 25185, 11, 341, 1355, 264, 589, 295, 264, 5763, 486, 312, 10033, 13, 440, 589, 295, 264, 1469, 420, 264, 5763, 1469, 486, 312, 15269, 29519, 538, 264, 17145, 295, 472, 954, 13, 19596, 983, 30, 1436, 382, 321, 848, 11, 1184, 3090, 307, 9234, 4448, 13, 492, 366, 406, 15335, 604, 954, 5969, 415, 420, 750, 575, 257, 2685, 589, 13], "avg_logprob": -0.15479166905085245, "compression_ratio": 1.6226415094339623, "no_speech_prob": 0.0, "words": [{"start": 817.25, "end": 817.89, "word": " Remember,", "probability": 0.841796875}, {"start": 818.47, "end": 818.95, "word": " if", "probability": 0.8876953125}, {"start": 818.95, "end": 819.17, "word": " one", "probability": 0.9150390625}, {"start": 819.17, "end": 819.33, "word": " of", "probability": 0.96875}, {"start": 819.33, "end": 819.53, "word": " these", "probability": 0.81982421875}, {"start": 819.53, 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specific work. But if there isn't any specific work for any member, we do not need to hire him from the very beginning. Clear? Okay, let's go to the third thing in the sales. Also, we would like to talk about structuring sales force. All of you studied human resource management. 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So the organizational chart is saying each one, each member from the sales team know exactly what is the relationship which connects him or her with the rest members of the team. 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A fourth thing, building sales competencies. Competencies as we said it means abilities. So building sales team's abilities or competencies, it is going to happen through three things. 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So this means the management of the sales team has a responsibility to upgrade the competencies of the staff members through providing them with necessary training, coaching and guidance.", "tokens": [293, 10056, 11, 3097, 11, 15818, 293, 10056, 13, 407, 341, 1355, 264, 4592, 295, 264, 5763, 1469, 575, 257, 6357, 281, 11484, 264, 2850, 6464, 295, 264, 3525, 2679, 807, 6530, 552, 365, 4818, 3097, 11, 15818, 293, 10056, 13], "avg_logprob": -0.18089658305758521, "compression_ratio": 1.6319444444444444, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 936.52, "end": 937.4, "word": " and", "probability": 0.3642578125}, {"start": 937.4, "end": 938.28, "word": " guidance,", "probability": 0.630859375}, {"start": 939.24, "end": 940.62, "word": " training,", "probability": 0.89697265625}, {"start": 940.86, "end": 941.14, "word": " coaching", "probability": 0.96923828125}, {"start": 941.14, "end": 941.38, "word": " and", "probability": 0.77197265625}, {"start": 941.38, "end": 941.82, "word": " guidance.", "probability": 0.9677734375}, {"start": 942.62, "end": 943.16, "word": " So", "probability": 0.77099609375}, {"start": 943.16, "end": 943.42, "word": " this", "probability": 0.78515625}, {"start": 943.42, "end": 943.8, "word": " means", "probability": 0.92578125}, {"start": 943.8, "end": 944.68, "word": " the", "probability": 0.7568359375}, {"start": 944.68, "end": 945.12, "word": " management", "probability": 0.890625}, {"start": 945.12, "end": 945.46, "word": " of", "probability": 0.9677734375}, {"start": 945.46, "end": 945.64, "word": " the", "probability": 0.87744140625}, {"start": 945.64, "end": 945.92, "word": " sales", "probability": 0.93017578125}, {"start": 945.92, "end": 946.26, "word": " team", "probability": 0.98046875}, {"start": 946.26, "end": 947.12, "word": " has", "probability": 0.9169921875}, {"start": 947.12, "end": 947.32, "word": " a", "probability": 0.97314453125}, {"start": 947.32, "end": 947.98, "word": " responsibility", "probability": 0.9658203125}, {"start": 947.98, "end": 948.88, "word": " to", "probability": 0.94580078125}, {"start": 948.88, "end": 949.26, "word": " upgrade", "probability": 0.6708984375}, {"start": 949.26, "end": 949.86, "word": " the", "probability": 0.923828125}, {"start": 949.86, "end": 950.56, "word": " competencies", "probability": 0.767822265625}, {"start": 950.56, "end": 950.96, "word": " of", "probability": 0.9677734375}, {"start": 950.96, "end": 951.18, "word": " the", "probability": 0.8544921875}, {"start": 951.18, "end": 951.52, "word": " staff", "probability": 0.89013671875}, {"start": 951.52, "end": 952.26, "word": " members", "probability": 0.83056640625}, {"start": 952.26, "end": 952.94, "word": " through", "probability": 0.84130859375}, {"start": 952.94, "end": 953.48, "word": " providing", "probability": 0.9208984375}, {"start": 953.48, "end": 953.8, "word": " them", "probability": 0.8984375}, {"start": 953.8, "end": 954.24, "word": " with", "probability": 0.89111328125}, {"start": 954.24, "end": 955.18, "word": " necessary", "probability": 0.9111328125}, {"start": 955.18, "end": 955.74, "word": " training,", "probability": 0.9189453125}, {"start": 956.4, "end": 956.84, "word": " coaching", "probability": 0.9697265625}, {"start": 956.84, "end": 957.5, "word": " and", "probability": 0.84765625}, {"start": 957.5, "end": 957.94, "word": " guidance.", "probability": 0.970703125}], "temperature": 1.0}, {"id": 35, "seek": 98842, "start": 959.26, "end": 988.42, "text": " All these things must be delivered by the management to its working team members. Finally, also the process of sales management is going to focus on leading the sales force. From now on, whenever we are going to use the word sales force, we are referring to sales staff members. The force is going to be achieved through whom?", "tokens": [1057, 613, 721, 1633, 312, 10144, 538, 264, 4592, 281, 1080, 1364, 1469, 2679, 13, 6288, 11, 611, 264, 1399, 295, 5763, 4592, 307, 516, 281, 1879, 322, 5775, 264, 5763, 3464, 13, 3358, 586, 322, 11, 5699, 321, 366, 516, 281, 764, 264, 1349, 5763, 3464, 11, 321, 366, 13761, 281, 5763, 3525, 2679, 13, 440, 3464, 307, 516, 281, 312, 11042, 807, 7101, 30], "avg_logprob": -0.18201959577958976, "compression_ratio": 1.703125, "no_speech_prob": 0.0, "words": [{"start": 959.26, "end": 959.62, "word": " All", "probability": 0.71728515625}, {"start": 959.62, "end": 959.92, "word": " these", "probability": 0.7958984375}, {"start": 959.92, "end": 960.22, "word": " things", "probability": 0.7841796875}, {"start": 960.22, "end": 960.48, "word": " must", "probability": 0.83984375}, {"start": 960.48, "end": 960.64, "word": " be", "probability": 0.9482421875}, {"start": 960.64, "end": 961.06, "word": " delivered", "probability": 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So in the midterm or in the final exam or even in your career in the future whenever we are going to listen to the word sales force we are referring to sales staff members or sales team okay now whenever we are going to say or talking about leading leading is one word but in fact it is covering too many meanings under it leading means ability to put strategy", "tokens": [1364, 3525, 2679, 13, 407, 294, 264, 2062, 7039, 420, 294, 264, 2572, 1139, 420, 754, 294, 428, 3988, 294, 264, 2027, 5699, 321, 366, 516, 281, 2140, 281, 264, 1349, 5763, 3464, 321, 366, 13761, 281, 5763, 3525, 2679, 420, 5763, 1469, 1392, 586, 5699, 321, 366, 516, 281, 584, 420, 1417, 466, 5775, 5775, 307, 472, 1349, 457, 294, 1186, 309, 307, 10322, 886, 867, 28138, 833, 309, 5775, 1355, 3485, 281, 829, 5206], "avg_logprob": -0.20434253246753248, "compression_ratio": 1.8823529411764706, "no_speech_prob": 0.0, "words": [{"start": 989.5, "end": 990.02, "word": " working", "probability": 0.395263671875}, {"start": 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"text": " ability to put operation or operative plan it means ability to put goals it means ability to make evaluation decisions motivation and so on all these things are coming under what? leading", "tokens": [3485, 281, 829, 6916, 420, 2208, 1166, 1393, 309, 1355, 3485, 281, 829, 5493, 309, 1355, 3485, 281, 652, 13344, 5327, 12335, 293, 370, 322, 439, 613, 721, 366, 1348, 833, 437, 30, 5775], "avg_logprob": -0.22578125, "compression_ratio": 1.6347826086956523, "no_speech_prob": 0.0, "words": [{"start": 1021.22, "end": 1021.62, "word": " ability", "probability": 0.35693359375}, {"start": 1021.62, "end": 1021.88, "word": " to", "probability": 0.9697265625}, {"start": 1021.88, "end": 1022.48, "word": " put", "probability": 0.7626953125}, {"start": 1022.48, "end": 1023.1, "word": " operation", "probability": 0.58837890625}, {"start": 1023.1, "end": 1023.4, "word": " or", "probability": 0.8486328125}, {"start": 1023.4, "end": 1023.92, "word": " operative", "probability": 0.8251953125}, 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As we said, the word lead is summarizing too many meanings. It's summarizing our ability or efforts to make a strategy, our ability to make an operation plan, our ability to make goals, our ability to make evaluation, our ability to make a decision, etc. So all these things are summarized by one word which is leading.", "tokens": [407, 1564, 797, 11, 321, 366, 1566, 300, 264, 5763, 4592, 1399, 575, 257, 6357, 281, 1477, 264, 5763, 3464, 13, 1018, 321, 848, 11, 264, 1349, 1477, 307, 14611, 3319, 886, 867, 28138, 13, 467, 311, 14611, 3319, 527, 3485, 420, 6484, 281, 652, 257, 5206, 11, 527, 3485, 281, 652, 364, 6916, 1393, 11, 527, 3485, 281, 652, 5493, 11, 527, 3485, 281, 652, 13344, 11, 527, 3485, 281, 652, 257, 3537, 11, 5183, 13, 407, 439, 613, 721, 366, 14611, 1602, 538, 472, 1349, 597, 307, 5775, 13], "avg_logprob": -0.22197690460345018, "compression_ratio": 1.9324324324324325, "no_speech_prob": 0.0, "words": [{"start": 1045.27, "end": 1045.55, "word": " So", "probability": 0.6669921875}, {"start": 1045.55, "end": 1045.81, "word": " once", 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This thing is very sensitive if you are going to ask a very simple question. Now in the previous slide we were talking about the nature of the sales management process, management. Now we are going to talk about the manager.", "tokens": [3477, 11, 586, 1590, 510, 293, 718, 311, 1286, 281, 1071, 551, 13, 639, 551, 307, 588, 9477, 498, 291, 366, 516, 281, 1029, 257, 588, 2199, 1168, 13, 823, 294, 264, 3894, 4137, 321, 645, 1417, 466, 264, 3687, 295, 264, 5763, 4592, 1399, 11, 4592, 13, 823, 321, 366, 516, 281, 751, 466, 264, 6598, 13], "avg_logprob": -0.26403601896964896, "compression_ratio": 1.6331360946745561, "no_speech_prob": 0.0, "words": [{"start": 1074.14, "end": 1074.66, "word": " Ok,", "probability": 0.255126953125}, {"start": 1075.36, "end": 1075.64, "word": " now", "probability": 0.79638671875}, {"start": 1075.64, "end": 1075.9, "word": " stop", "probability": 0.8232421875}, {"start": 1075.9, "end": 1076.16, "word": " here", "probability": 0.63720703125}, {"start": 1076.16, "end": 1077.68, "word": " and", "probability": 0.26171875}, {"start": 1077.68, "end": 1078.2, "word": " let's", "probability": 0.8603515625}, {"start": 1078.2, "end": 1079.16, "word": " move", "probability": 0.92919921875}, {"start": 1079.16, "end": 1079.54, "word": " to", "probability": 0.896484375}, {"start": 1079.54, "end": 1079.84, "word": " another", "probability": 0.90283203125}, {"start": 1079.84, "end": 1080.22, "word": " thing.", "probability": 0.81640625}, {"start": 1081.94, "end": 1082.38, "word": " This", "probability": 0.59423828125}, {"start": 1082.38, "end": 1082.74, "word": " thing", "probability": 0.83642578125}, {"start": 1082.74, "end": 1082.94, "word": " is", "probability": 0.93798828125}, {"start": 1082.94, "end": 1083.16, "word": " very", "probability": 0.85009765625}, {"start": 1083.16, "end": 1083.6, "word": " sensitive", "probability": 0.88330078125}, {"start": 1083.6, "end": 1084.12, "word": " if", "probability": 0.50146484375}, {"start": 1084.12, "end": 1084.2, "word": " you", "probability": 0.57373046875}, {"start": 1084.2, "end": 1084.3, "word": " are", "probability": 0.779296875}, {"start": 1084.3, "end": 1084.48, "word": " going", "probability": 0.9306640625}, {"start": 1084.48, "end": 1084.62, "word": " to", "probability": 0.96240234375}, {"start": 1084.62, "end": 1084.8, "word": " ask", "probability": 0.9306640625}, {"start": 1084.8, "end": 1084.92, "word": " a", "probability": 0.9765625}, {"start": 1084.92, "end": 1085.06, "word": " very", "probability": 0.7919921875}, {"start": 1085.06, "end": 1085.28, "word": " simple", "probability": 0.9501953125}, {"start": 1085.28, "end": 1085.74, "word": " question.", "probability": 0.919921875}, {"start": 1087.48, "end": 1087.96, "word": " Now", "probability": 0.70947265625}, {"start": 1087.96, "end": 1088.24, "word": " in", "probability": 0.4873046875}, {"start": 1088.24, "end": 1088.38, "word": " the", "probability": 0.892578125}, {"start": 1088.38, "end": 1088.6, "word": " previous", "probability": 0.853515625}, {"start": 1088.6, "end": 1089.12, "word": " slide", "probability": 0.86572265625}, {"start": 1089.12, "end": 1089.3, "word": " we", "probability": 0.60888671875}, {"start": 1089.3, "end": 1089.44, "word": " were", "probability": 0.88330078125}, {"start": 1089.44, "end": 1089.74, "word": " talking", "probability": 0.833984375}, {"start": 1089.74, "end": 1090.12, "word": " about", "probability": 0.90283203125}, {"start": 1090.12, "end": 1090.32, "word": " the", "probability": 0.89599609375}, {"start": 1090.32, "end": 1090.64, "word": " nature", "probability": 0.9072265625}, {"start": 1090.64, "end": 1090.98, "word": " of", "probability": 0.966796875}, {"start": 1090.98, "end": 1091.08, "word": " the", "probability": 0.60595703125}, {"start": 1091.08, "end": 1091.24, "word": " sales", "probability": 0.7421875}, {"start": 1091.24, "end": 1091.5, "word": " management", "probability": 0.9052734375}, {"start": 1091.5, "end": 1091.92, "word": " process,", "probability": 0.90625}, {"start": 1092.12, "end": 1092.42, "word": " management.", "probability": 0.8046875}, {"start": 1093.0, "end": 1093.42, "word": " Now", "probability": 0.9404296875}, {"start": 1093.42, "end": 1093.56, "word": " we", "probability": 0.86572265625}, {"start": 1093.56, "end": 1093.66, "word": " are", "probability": 0.8984375}, {"start": 1093.66, "end": 1093.82, "word": " going", "probability": 0.93994140625}, {"start": 1093.82, "end": 1093.92, "word": " to", "probability": 0.9677734375}, {"start": 1093.92, "end": 1094.06, "word": " talk", "probability": 0.892578125}, {"start": 1094.06, "end": 1094.3, "word": " about", "probability": 0.904296875}, {"start": 1094.3, "end": 1094.46, "word": " the", "probability": 0.830078125}, {"start": 1094.46, "end": 1094.76, "word": " manager.", "probability": 0.91650390625}], "temperature": 1.0}, {"id": 40, "seek": 112457, "start": 1096.69, "end": 1124.57, "text": " If you are going to talk about a sales force manager and his or her job focus, now look at this. Spend little or no time directly in managing customer accounts. What do you understand from this sentence? Anybody?", "tokens": [759, 291, 366, 516, 281, 751, 466, 257, 5763, 3464, 6598, 293, 702, 420, 720, 1691, 1879, 11, 586, 574, 412, 341, 13, 1738, 521, 707, 420, 572, 565, 3838, 294, 11642, 5474, 9402, 13, 708, 360, 291, 1223, 490, 341, 8174, 30, 19082, 30], "avg_logprob": -0.23097825439079947, "compression_ratio": 1.392156862745098, "no_speech_prob": 0.0, "words": [{"start": 1096.69, "end": 1096.93, "word": " If", "probability": 0.63623046875}, {"start": 1096.93, "end": 1097.01, "word": " you", "probability": 0.87451171875}, {"start": 1097.01, "end": 1097.13, "word": " are", "probability": 0.7236328125}, {"start": 1097.13, "end": 1097.41, "word": " going", "probability": 0.90576171875}, {"start": 1097.41, "end": 1097.61, "word": " to", "probability": 0.96533203125}, {"start": 1097.61, "end": 1097.79, "word": " talk", "probability": 0.8857421875}, {"start": 1097.79, "end": 1098.23, "word": " about", "probability": 0.896484375}, {"start": 1098.23, "end": 1099.05, "word": " a", "probability": 0.82177734375}, {"start": 1099.05, "end": 1099.53, "word": " sales", "probability": 0.5380859375}, {"start": 1099.53, "end": 1100.29, "word": " force", "probability": 0.77294921875}, {"start": 1100.29, "end": 1100.97, "word": " manager", "probability": 0.9296875}, {"start": 1100.97, "end": 1102.07, "word": " and", "probability": 0.80615234375}, {"start": 1102.07, "end": 1102.41, "word": " his", "probability": 0.9443359375}, {"start": 1102.41, "end": 1102.69, "word": " or", "probability": 0.7060546875}, {"start": 1102.69, "end": 1103.13, "word": " her", "probability": 0.9560546875}, {"start": 1103.13, "end": 1103.45, "word": " job", "probability": 0.9208984375}, {"start": 1103.45, "end": 1104.05, "word": " focus,", "probability": 0.9375}, {"start": 1110.45, "end": 1110.93, "word": " now", "probability": 0.350341796875}, {"start": 1110.93, "end": 1111.43, "word": " look", "probability": 0.841796875}, {"start": 1111.43, "end": 1111.63, "word": " at", "probability": 0.96142578125}, {"start": 1111.63, "end": 1113.53, "word": " this.", "probability": 0.921875}, {"start": 1114.87, "end": 1115.39, "word": " Spend", "probability": 0.785888671875}, {"start": 1115.39, "end": 1115.65, "word": " little", "probability": 0.822265625}, {"start": 1115.65, "end": 1115.89, "word": " or", "probability": 0.9521484375}, {"start": 1115.89, "end": 1116.03, "word": " no", "probability": 0.9482421875}, {"start": 1116.03, "end": 1116.27, "word": " time", "probability": 0.89013671875}, {"start": 1116.27, "end": 1116.67, "word": " directly", "probability": 0.87109375}, {"start": 1116.67, "end": 1116.81, "word": " in", "probability": 0.70458984375}, {"start": 1116.81, "end": 1117.03, "word": " managing", "probability": 0.96044921875}, {"start": 1117.03, "end": 1117.35, "word": " customer", "probability": 0.72216796875}, {"start": 1117.35, "end": 1117.89, "word": " accounts.", "probability": 0.8701171875}, {"start": 1118.65, "end": 1118.87, "word": " What", "probability": 0.78271484375}, {"start": 1118.87, "end": 1118.93, "word": " do", "probability": 0.9150390625}, {"start": 1118.93, "end": 1119.01, "word": " you", "probability": 0.9228515625}, {"start": 1119.01, "end": 1119.31, "word": " understand", "probability": 0.82177734375}, {"start": 1119.31, "end": 1119.51, "word": " from", "probability": 0.87109375}, {"start": 1119.51, "end": 1119.69, "word": " this", "probability": 0.853515625}, {"start": 1119.69, "end": 1120.03, "word": " sentence?", "probability": 0.95166015625}, {"start": 1123.91, "end": 1124.57, "word": " Anybody?", "probability": 0.611328125}], "temperature": 1.0}, {"id": 41, "seek": 115442, "start": 1128.14, "end": 1154.42, "text": " how to exactly do your work. They said spend little or no time directly managing your customer accounts. That means when I'm a customer and I'm calling to check my account or to know what my account has or what my selling accounts or my purchasing debits or prints or my money or whatever, that means that the sales manager or the salesperson should deal with it directly and without... 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Because this isn't the core job of the sales manager. This is the core job of the salesperson. This is something very important. Now another thing, the sales manager should focus on building or refining and staffing a selling team. 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If the sales manager is going to do that, this is not a selling process. This isn't selling. Somebody is going to wonder or ask, why? Once again, this is not the core job of the sales manager. 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He or she must be able to provide development purposes for this salesperson. If you are going to ask what is the meaning of development, it includes everything from training, coaching, guidance, instruction, advising and so on. And learning or teaching.", "tokens": [13463, 307, 516, 281, 584, 11, 294, 341, 9005, 11, 437, 307, 264, 6357, 295, 264, 5763, 6598, 30, 634, 420, 750, 1633, 312, 1075, 281, 2893, 3250, 9932, 337, 341, 5763, 10813, 13, 759, 291, 366, 516, 281, 1029, 437, 307, 264, 3620, 295, 3250, 11, 309, 5974, 1203, 490, 3097, 11, 15818, 11, 10056, 11, 10951, 11, 35598, 293, 370, 322, 13, 400, 2539, 420, 4571, 13], "avg_logprob": -0.20859374616827284, "compression_ratio": 1.613953488372093, "no_speech_prob": 0.0, "words": [{"start": 1290.68, "end": 1291.14, "word": " Somebody", "probability": 0.18701171875}, {"start": 1291.14, "end": 1291.34, "word": " is", "probability": 0.5263671875}, {"start": 1291.34, "end": 1291.46, "word": " going", "probability": 0.916015625}, {"start": 1291.46, "end": 1291.62, "word": " to", "probability": 0.96728515625}, {"start": 1291.62, "end": 1291.82, "word": " say,", "probability": 0.7763671875}, {"start": 1292.16, "end": 1292.42, "word": " in", "probability": 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Refining means filtering, to filter the staff members or the candidates. If he is qualified or she is qualified, he or she will be within our team. If they are not, they will be removed. We are refining, we are filtering.", "tokens": [1033, 11, 604, 1651, 11, 604, 3053, 466, 341, 30, 16957, 1760, 1355, 30822, 11, 281, 6608, 264, 3525, 2679, 420, 264, 11255, 13, 759, 415, 307, 15904, 420, 750, 307, 15904, 11, 415, 420, 750, 486, 312, 1951, 527, 1469, 13, 759, 436, 366, 406, 11, 436, 486, 312, 7261, 13, 492, 366, 1895, 1760, 11, 321, 366, 30822, 13], "avg_logprob": -0.20110887313081371, "compression_ratio": 1.6341463414634145, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1317.87, "end": 1318.25, "word": " Okay,", "probability": 0.20703125}, {"start": 1318.97, "end": 1319.35, "word": " any", "probability": 0.8388671875}, {"start": 1319.35, "end": 1319.73, "word": " questions,", "probability": 0.5224609375}, {"start": 1319.89, "end": 1319.93, "word": " any", "probability": 0.84423828125}, {"start": 1319.93, "end": 1320.23, "word": " comments", "probability": 0.8681640625}, {"start": 1320.23, "end": 1320.51, "word": " about", "probability": 0.83740234375}, {"start": 1320.51, "end": 1320.77, "word": " this?", "probability": 0.90576171875}, {"start": 1322.17, "end": 1322.63, "word": " Refining", "probability": 0.9560546875}, {"start": 1322.63, "end": 1322.99, "word": " means", "probability": 0.93896484375}, {"start": 1322.99, "end": 1323.45, "word": " filtering,", "probability": 0.9150390625}, {"start": 1324.09, "end": 1325.35, "word": " to", "probability": 0.8203125}, {"start": 1325.35, "end": 1325.83, "word": " filter", "probability": 0.966796875}, {"start": 1325.83, "end": 1326.35, "word": " the", "probability": 0.8427734375}, {"start": 1326.35, "end": 1326.67, "word": " staff", "probability": 0.8564453125}, {"start": 1326.67, "end": 1327.03, "word": " members", "probability": 0.75634765625}, {"start": 1327.03, "end": 1327.19, "word": " or", "probability": 0.880859375}, {"start": 1327.19, "end": 1327.35, "word": " the", "probability": 0.78271484375}, {"start": 1327.35, "end": 1327.79, "word": " candidates.", "probability": 0.9267578125}, {"start": 1328.85, "end": 1329.15, "word": " If", "probability": 0.93505859375}, {"start": 1329.15, "end": 1329.31, "word": " he", "probability": 0.94189453125}, {"start": 1329.31, "end": 1329.43, "word": " is", "probability": 0.6484375}, {"start": 1329.43, "end": 1329.89, "word": " qualified", "probability": 0.9228515625}, {"start": 1329.89, "end": 1330.23, "word": " or", "probability": 0.8662109375}, {"start": 1330.23, "end": 1330.41, "word": " she", "probability": 0.49755859375}, {"start": 1330.41, "end": 1330.55, "word": " is", "probability": 0.935546875}, {"start": 1330.55, "end": 1331.09, "word": " qualified,", "probability": 0.94677734375}, {"start": 1331.57, "end": 1331.69, "word": " he", "probability": 0.89404296875}, {"start": 1331.69, "end": 1331.83, "word": " or", "probability": 0.927734375}, {"start": 1331.83, "end": 1331.97, "word": " she", "probability": 0.92138671875}, {"start": 1331.97, "end": 1332.13, "word": " will", "probability": 0.86669921875}, {"start": 1332.13, "end": 1332.39, "word": " be", "probability": 0.94873046875}, {"start": 1332.39, "end": 1332.95, "word": " within", "probability": 0.80029296875}, {"start": 1332.95, "end": 1333.21, "word": " our", "probability": 0.8818359375}, {"start": 1333.21, "end": 1333.51, "word": " team.", "probability": 0.98193359375}, {"start": 1333.95, "end": 1334.21, "word": " If", "probability": 0.93896484375}, {"start": 1334.21, "end": 1334.37, "word": " they", "probability": 0.87255859375}, {"start": 1334.37, "end": 1334.57, "word": " are", "probability": 0.927734375}, {"start": 1334.57, "end": 1334.91, "word": " not,", "probability": 0.9462890625}, {"start": 1335.23, "end": 1335.43, "word": " they", "probability": 0.84765625}, {"start": 1335.43, "end": 1335.59, "word": " will", "probability": 0.8876953125}, {"start": 1335.59, "end": 1335.71, "word": " be", "probability": 0.9521484375}, {"start": 1335.71, "end": 1336.11, "word": " removed.", "probability": 0.8447265625}, {"start": 1337.31, "end": 1337.47, "word": " We", "probability": 0.927734375}, {"start": 1337.47, "end": 1337.61, "word": " are", "probability": 0.9326171875}, {"start": 1337.61, "end": 1338.07, "word": " refining,", "probability": 0.96630859375}, {"start": 1338.25, "end": 1338.33, "word": " we", "probability": 0.93896484375}, {"start": 1338.33, "end": 1338.49, "word": " are", "probability": 0.94091796875}, {"start": 1338.49, "end": 1338.81, "word": " filtering.", "probability": 0.9306640625}], "temperature": 1.0}, {"id": 49, "seek": 135740, "start": 1339.94, "end": 1357.4, "text": " So anyone who is suitable will be with us and anyone who is unsuitable, he will be kicked out from the membership of the sales team. Okay? Sales manager works with salesperson and salesperson works with customer?", "tokens": [407, 2878, 567, 307, 12873, 486, 312, 365, 505, 293, 2878, 567, 307, 2693, 1983, 712, 11, 415, 486, 312, 14609, 484, 490, 264, 16560, 295, 264, 5763, 1469, 13, 1033, 30, 23467, 6598, 1985, 365, 5763, 10813, 293, 5763, 10813, 1985, 365, 5474, 30], "avg_logprob": -0.3023097955662271, "compression_ratio": 1.5895522388059702, "no_speech_prob": 0.0, "words": [{"start": 1339.94, "end": 1340.26, "word": " So", "probability": 0.4384765625}, {"start": 1340.26, "end": 1340.66, "word": " anyone", "probability": 0.78173828125}, {"start": 1340.66, "end": 1340.98, "word": " who", "probability": 0.904296875}, {"start": 1340.98, "end": 1341.1, "word": " is", "probability": 0.91357421875}, {"start": 1341.1, "end": 1341.52, "word": " suitable", "probability": 0.9404296875}, {"start": 1341.52, "end": 1342.12, "word": " will", "probability": 0.740234375}, {"start": 1342.12, "end": 1342.26, "word": " be", "probability": 0.9248046875}, {"start": 1342.26, "end": 1342.42, "word": " with", "probability": 0.7685546875}, {"start": 1342.42, "end": 1342.68, "word": " us", "probability": 0.919921875}, {"start": 1342.68, "end": 1342.98, "word": " and", "probability": 0.63671875}, {"start": 1342.98, "end": 1343.36, "word": " anyone", "probability": 0.95068359375}, {"start": 1343.36, "end": 1343.56, "word": " who", "probability": 0.89990234375}, {"start": 1343.56, "end": 1343.74, "word": " is", "probability": 0.93017578125}, {"start": 1343.74, "end": 1344.44, "word": " unsuitable,", "probability": 0.9661458333333334}, {"start": 1345.14, "end": 1345.24, "word": " he", "probability": 0.791015625}, {"start": 1345.24, "end": 1345.4, "word": " will", "probability": 0.849609375}, {"start": 1345.4, "end": 1345.52, "word": " be", "probability": 0.93212890625}, {"start": 1345.52, "end": 1345.7, "word": " kicked", "probability": 0.89404296875}, {"start": 1345.7, "end": 1346.08, "word": " out", "probability": 0.87744140625}, {"start": 1346.08, "end": 1346.74, "word": " from", "probability": 0.8076171875}, {"start": 1346.74, "end": 1347.5, "word": " the", "probability": 0.8564453125}, {"start": 1347.5, "end": 1347.88, "word": " membership", "probability": 0.8505859375}, {"start": 1347.88, "end": 1348.2, "word": " of", "probability": 0.95556640625}, {"start": 1348.2, "end": 1348.36, "word": " the", "probability": 0.86279296875}, {"start": 1348.36, "end": 1348.56, "word": " sales", "probability": 0.875}, {"start": 1348.56, "end": 1348.82, "word": " team.", "probability": 0.97998046875}, {"start": 1350.1, "end": 1350.2, "word": " Okay?", "probability": 0.29833984375}, {"start": 1352.1, "end": 1352.74, "word": " Sales", "probability": 0.56494140625}, {"start": 1352.74, "end": 1353.66, "word": " manager", "probability": 0.64599609375}, {"start": 1353.66, "end": 1354.08, "word": " works", "probability": 0.471923828125}, {"start": 1354.08, "end": 1354.38, "word": " with", "probability": 0.89794921875}, {"start": 1354.38, "end": 1355.32, "word": " salesperson", "probability": 0.620361328125}, {"start": 1355.32, "end": 1355.5, "word": " and", "probability": 0.5712890625}, {"start": 1355.5, "end": 1356.12, "word": " salesperson", "probability": 0.889892578125}, {"start": 1356.12, "end": 1356.42, "word": " works", "probability": 0.75634765625}, {"start": 1356.42, "end": 1356.7, "word": " with", "probability": 0.89599609375}, {"start": 1356.7, "end": 1357.4, "word": " customer?", "probability": 0.309814453125}], "temperature": 1.0}, {"id": 50, "seek": 137385, "start": 1358.37, "end": 1373.85, "text": " Yes, the contact person for dealing with the customer is the salesperson. This isn't the responsibility or the core job of the sales manager. Exactly, you are right. Any questions or comments about this? Ok, move on.", "tokens": [1079, 11, 264, 3385, 954, 337, 6260, 365, 264, 5474, 307, 264, 5763, 10813, 13, 639, 1943, 380, 264, 6357, 420, 264, 4965, 1691, 295, 264, 5763, 6598, 13, 7587, 11, 291, 366, 558, 13, 2639, 1651, 420, 3053, 466, 341, 30, 3477, 11, 1286, 322, 13], "avg_logprob": -0.2485351494203011, "compression_ratio": 1.4, "no_speech_prob": 0.0, "words": [{"start": 1358.37, "end": 1358.83, "word": " Yes,", "probability": 0.8193359375}, {"start": 1359.33, "end": 1359.43, "word": " the", "probability": 0.845703125}, {"start": 1359.43, "end": 1359.91, "word": " contact", "probability": 0.93115234375}, {"start": 1359.91, "end": 1360.35, "word": " person", "probability": 0.50537109375}, {"start": 1360.35, "end": 1360.95, "word": " for", "probability": 0.8505859375}, {"start": 1360.95, "end": 1361.33, "word": " dealing", "probability": 0.93359375}, {"start": 1361.33, "end": 1361.57, "word": " with", "probability": 0.90283203125}, {"start": 1361.57, "end": 1361.71, "word": " the", "probability": 0.72802734375}, {"start": 1361.71, "end": 1362.07, "word": " customer", "probability": 0.6943359375}, {"start": 1362.07, "end": 1362.61, "word": " is", "probability": 0.921875}, {"start": 1362.61, "end": 1362.81, "word": " the", "probability": 0.84765625}, {"start": 1362.81, "end": 1363.65, "word": " salesperson.", "probability": 0.697998046875}, {"start": 1364.19, "end": 1364.37, "word": " This", "probability": 0.82275390625}, {"start": 1364.37, "end": 1364.67, "word": " isn't", "probability": 0.80224609375}, {"start": 1364.67, "end": 1364.79, "word": " the", "probability": 0.89453125}, {"start": 1364.79, "end": 1365.31, "word": " responsibility", "probability": 0.93408203125}, {"start": 1365.31, "end": 1365.69, "word": " or", "probability": 0.861328125}, {"start": 1365.69, "end": 1365.89, "word": " the", "probability": 0.69140625}, {"start": 1365.89, "end": 1366.15, "word": " core", "probability": 0.95654296875}, {"start": 1366.15, "end": 1366.49, "word": " job", "probability": 0.9560546875}, {"start": 1366.49, "end": 1367.03, "word": " of", "probability": 0.95458984375}, {"start": 1367.03, "end": 1367.19, "word": " the", "probability": 0.798828125}, {"start": 1367.19, "end": 1367.45, "word": " sales", "probability": 0.853515625}, {"start": 1367.45, "end": 1367.83, "word": " manager.", "probability": 0.890625}, {"start": 1368.23, "end": 1368.75, "word": " Exactly,", "probability": 0.5556640625}, {"start": 1369.11, "end": 1369.19, "word": " you", "probability": 0.9287109375}, {"start": 1369.19, "end": 1369.29, "word": " are", "probability": 0.7109375}, {"start": 1369.29, "end": 1369.59, "word": " right.", "probability": 0.91943359375}, {"start": 1370.59, "end": 1370.81, "word": " Any", "probability": 0.8544921875}, {"start": 1370.81, "end": 1371.17, "word": " questions", "probability": 0.560546875}, {"start": 1371.17, "end": 1371.31, "word": " or", "probability": 0.3876953125}, {"start": 1371.31, "end": 1371.59, "word": " comments", "probability": 0.85205078125}, {"start": 1371.59, "end": 1371.81, "word": " about", "probability": 0.8330078125}, {"start": 1371.81, "end": 1372.05, "word": " this?", "probability": 0.9208984375}, {"start": 1372.73, "end": 1373.41, "word": " Ok,", "probability": 0.48095703125}, {"start": 1373.51, "end": 1373.67, "word": " move", "probability": 0.8916015625}, {"start": 1373.67, "end": 1373.85, "word": " on.", "probability": 0.94921875}], "temperature": 1.0}, {"id": 51, "seek": 140236, "start": 1375.7, "end": 1402.36, "text": " Now we are going to go to another part from our class. We are going to talk about the skill set which must be available in the character of the sales manager. If you are going to look here, you are going to find that skill number one is referring to the ability or to the willingness of the sales manager to be able to train and coach. You are the brain, you are the think tank for the other members of the sales team.", "tokens": [823, 321, 366, 516, 281, 352, 281, 1071, 644, 490, 527, 1508, 13, 492, 366, 516, 281, 751, 466, 264, 5389, 992, 597, 1633, 312, 2435, 294, 264, 2517, 295, 264, 5763, 6598, 13, 759, 291, 366, 516, 281, 574, 510, 11, 291, 366, 516, 281, 915, 300, 5389, 1230, 472, 307, 13761, 281, 264, 3485, 420, 281, 264, 25069, 295, 264, 5763, 6598, 281, 312, 1075, 281, 3847, 293, 6560, 13, 509, 366, 264, 3567, 11, 291, 366, 264, 519, 5466, 337, 264, 661, 2679, 295, 264, 5763, 1469, 13], "avg_logprob": -0.14580502539225246, "compression_ratio": 1.8873873873873874, "no_speech_prob": 0.0, "words": [{"start": 1375.7, "end": 1376.12, "word": " Now", "probability": 0.82275390625}, {"start": 1376.12, "end": 1376.32, "word": " we", "probability": 0.66552734375}, {"start": 1376.32, "end": 1376.44, "word": " are", "probability": 0.80126953125}, {"start": 1376.44, "end": 1376.66, "word": " going", "probability": 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The message must be unified. The goal must be shared. Everything must be in common. 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Exactly. Third, ability to direct and control others.", "tokens": [7587, 11, 10561, 293, 5775, 293, 43969, 552, 294, 7295, 437, 307, 527, 3636, 597, 321, 643, 281, 1356, 264, 4581, 13, 7587, 13, 12548, 11, 3485, 281, 2047, 293, 1969, 2357, 13], "avg_logprob": -0.3635110153871424, "compression_ratio": 1.4, "no_speech_prob": 0.0, "words": [{"start": 1478.52, "end": 1479.26, "word": " Exactly,", "probability": 0.477783203125}, {"start": 1479.38, "end": 1479.88, "word": " controller", "probability": 0.1644287109375}, {"start": 1479.88, "end": 1480.94, "word": " and", "probability": 0.62451171875}, {"start": 1480.94, "end": 1481.46, "word": " leading", "probability": 0.86767578125}, {"start": 1481.46, "end": 1482.5, "word": " and", "probability": 0.71923828125}, {"start": 1482.5, "end": 1483.06, "word": " informing", "probability": 0.9365234375}, {"start": 1483.06, "end": 1483.46, "word": " them", "probability": 0.88037109375}, {"start": 1483.46, "end": 1483.82, "word": " in", "probability": 0.6865234375}, {"start": 1483.82, "end": 1485.22, "word": " advance", "probability": 0.95556640625}, {"start": 1485.22, "end": 1485.96, "word": " what", "probability": 0.3095703125}, {"start": 1485.96, "end": 1486.38, "word": " is", "probability": 0.81005859375}, {"start": 1486.38, "end": 1486.7, "word": " our", "probability": 0.86865234375}, {"start": 1486.7, "end": 1487.14, "word": " message", "probability": 0.93017578125}, {"start": 1487.14, "end": 1487.48, "word": " which", "probability": 0.50732421875}, {"start": 1487.48, "end": 1487.68, "word": " we", "probability": 0.94287109375}, {"start": 1487.68, "end": 1487.96, "word": " need", "probability": 0.90673828125}, {"start": 1487.96, "end": 1488.26, "word": " to", "probability": 0.953125}, {"start": 1488.26, "end": 1489.58, "word": " inform", "probability": 0.85595703125}, {"start": 1489.58, "end": 1489.8, "word": " the", "probability": 0.82421875}, {"start": 1489.8, "end": 1490.24, "word": " customers.", "probability": 0.442626953125}, {"start": 1490.72, "end": 1491.12, "word": " Exactly.", "probability": 0.56103515625}, {"start": 1493.22, "end": 1494.02, "word": " Third,", "probability": 0.360107421875}, {"start": 1494.22, "end": 1494.6, "word": " ability", "probability": 0.82861328125}, {"start": 1494.6, "end": 1494.82, "word": " to", "probability": 0.96923828125}, {"start": 1494.82, "end": 1495.16, "word": " direct", "probability": 0.87548828125}, {"start": 1495.16, "end": 1495.4, "word": " and", "probability": 0.93896484375}, {"start": 1495.4, "end": 1495.8, "word": " control", "probability": 0.81298828125}, {"start": 1495.8, "end": 1496.22, "word": " others.", "probability": 0.86328125}], "temperature": 1.0}, {"id": 56, "seek": 152222, "start": 1497.22, "end": 1522.22, "text": " Also, if you are a sales manager, you must be able to direct or to manage the other working staff members and also to control their behaviors. Let's give example and I'm going to provide you with a scenario or with a situation where I want you to think of it as a sales manager. The situation is the following. Imagine you are a sales manager for a company which is located in Gaza City.", "tokens": [2743, 11, 498, 291, 366, 257, 5763, 6598, 11, 291, 1633, 312, 1075, 281, 2047, 420, 281, 3067, 264, 661, 1364, 3525, 2679, 293, 611, 281, 1969, 641, 15501, 13, 961, 311, 976, 1365, 293, 286, 478, 516, 281, 2893, 291, 365, 257, 9005, 420, 365, 257, 2590, 689, 286, 528, 291, 281, 519, 295, 309, 382, 257, 5763, 6598, 13, 440, 2590, 307, 264, 3480, 13, 11739, 291, 366, 257, 5763, 6598, 337, 257, 2237, 597, 307, 6870, 294, 37800, 4392, 13], "avg_logprob": -0.17587425612977572, "compression_ratio": 1.6371308016877637, "no_speech_prob": 0.0, "words": [{"start": 1497.22, "end": 1497.68, "word": " Also,", "probability": 0.85986328125}, {"start": 1497.82, "end": 1497.86, "word": " if", "probability": 0.875}, {"start": 1497.86, "end": 1497.94, "word": " you", "probability": 0.96533203125}, {"start": 1497.94, "end": 1498.06, "word": " are", "probability": 0.837890625}, {"start": 1498.06, "end": 1498.18, 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salesperson asks for a permission or a permission to take a car from the company so that he is going to use it to reach Rafah market", "tokens": [293, 291, 366, 466, 281, 2845, 257, 5763, 10813, 420, 257, 5763, 12424, 281, 29611, 545, 2142, 294, 264, 7377, 341, 5763, 10813, 8962, 337, 257, 11226, 420, 257, 11226, 281, 747, 257, 1032, 490, 264, 2237, 370, 300, 415, 307, 516, 281, 764, 309, 281, 2524, 29611, 545, 2142], "avg_logprob": -0.1928615219452802, "compression_ratio": 1.7007299270072993, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1523.27, "end": 1523.61, "word": " and", "probability": 0.489990234375}, {"start": 1523.61, "end": 1523.75, "word": " you", "probability": 0.935546875}, {"start": 1523.75, "end": 1523.91, "word": " are", "probability": 0.8623046875}, {"start": 1523.91, "end": 1524.29, "word": " about", "probability": 0.89892578125}, {"start": 1524.29, "end": 1524.61, "word": " to", "probability": 0.96923828125}, {"start": 1524.61, "end": 1524.93, 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"probability": 0.95166015625}, {"start": 1540.79, "end": 1541.29, "word": " to", "probability": 0.96533203125}, {"start": 1541.29, "end": 1541.59, "word": " reach", "probability": 0.94140625}, {"start": 1541.59, "end": 1541.91, "word": " Rafah", "probability": 0.85009765625}, {"start": 1541.91, "end": 1542.31, "word": " market", "probability": 0.8740234375}], "temperature": 1.0}, {"id": 58, "seek": 155489, "start": 1543.69, "end": 1554.89, "text": " how you are going to control the behavior of these sales representatives and be sure that this person went directly to the targeted customers in Rafah market.", "tokens": [577, 291, 366, 516, 281, 1969, 264, 5223, 295, 613, 5763, 18628, 293, 312, 988, 300, 341, 954, 1437, 3838, 281, 264, 15045, 4581, 294, 29611, 545, 2142, 13], "avg_logprob": -0.27343750894069674, "compression_ratio": 1.3361344537815125, "no_speech_prob": 0.0, "words": [{"start": 1543.69, "end": 1544.03, "word": " how", "probability": 0.35693359375}, {"start": 1544.03, 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How you are going to be sure that this salesperson isn't going to take the car and have lunch or breakfast with his mother-in-law before going back to the customer in Rafah market? How you are going to be sure? Measuring the time and give me a complete answer Hanin.", "tokens": [11739, 415, 575, 257, 2895, 12, 259, 12, 5901, 294, 967, 6395, 71, 26637, 420, 967, 426, 301, 1246, 267, 420, 18136, 18007, 301, 13, 1012, 291, 366, 516, 281, 312, 988, 300, 341, 5763, 10813, 1943, 380, 516, 281, 747, 264, 1032, 293, 362, 6349, 420, 8201, 365, 702, 2895, 12, 259, 12, 5901, 949, 516, 646, 281, 264, 5474, 294, 29611, 545, 2142, 30, 1012, 291, 366, 516, 281, 312, 988, 30, 1923, 296, 1345, 264, 565, 293, 976, 385, 257, 3566, 1867, 7820, 259, 13], "avg_logprob": -0.24701544408048137, "compression_ratio": 1.6285714285714286, "no_speech_prob": 0.0, "words": [{"start": 1556.22, "end": 1556.68, "word": " Imagine", "probability": 0.583984375}, {"start": 1556.68, "end": 1557.14, "word": " he", "probability": 0.7607421875}, {"start": 1557.14, "end": 1557.42, "word": " has", "probability": 0.939453125}, {"start": 1557.42, "end": 1557.56, "word": " a", "probability": 0.97216796875}, {"start": 1557.56, "end": 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This is one of the tools. So this is the responsibility of the sales manager to control the behavior of the other sales staff member. Exactly. 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But look at the broader or the complete picture rather than on the profit alone. Finally, you must be initiative. 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What's the meaning of imitators? Exactly, you are not taking complete instructions or orders and you are just implementing it or them. This is not the work of the manager. The manager has to switch his brain or her brain and he has to propose new ideas or thoughts. 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the summarized skill set which must be available in the character of sales manager. Any questions, any comments about this? Move? Move on. Let's have the first or the last part of this class. In the last part we are going to talk about a simple model.", "tokens": [407, 613, 366, 10515, 264, 2563, 420, 264, 14611, 1602, 5389, 992, 597, 1633, 312, 2435, 294, 264, 2517, 295, 5763, 6598, 13, 2639, 1651, 11, 604, 3053, 466, 341, 30, 10475, 30, 10475, 322, 13, 961, 311, 362, 264, 700, 420, 264, 1036, 644, 295, 341, 1508, 13, 682, 264, 1036, 644, 321, 366, 516, 281, 751, 466, 257, 2199, 2316, 13], "avg_logprob": -0.22009276994504035, "compression_ratio": 1.4973821989528795, "no_speech_prob": 0.0, "words": [{"start": 1723.04, "end": 1723.32, "word": " So", "probability": 0.5517578125}, {"start": 1723.32, "end": 1723.64, "word": " these", "probability": 0.67724609375}, {"start": 1723.64, "end": 1723.9, "word": " are", "probability": 0.91943359375}, {"start": 1723.9, "end": 1724.34, "word": " briefly", "probability": 0.85595703125}, {"start": 1724.34, "end": 1724.82, "word": " the", "probability": 0.8251953125}, {"start": 1724.82, "end": 1725.12, "word": " major", "probability": 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{"id": 67, "seek": 176832, "start": 1745.84, "end": 1768.32, "text": " This model is illustrating the management competencies or the management abilities which must be available in any sales department. This sales department first of all they or it must have strategic action competency. When we are saying strategic action means strategy, plan.", "tokens": [639, 2316, 307, 8490, 8754, 264, 4592, 2850, 6464, 420, 264, 4592, 11582, 597, 1633, 312, 2435, 294, 604, 5763, 5882, 13, 639, 5763, 5882, 700, 295, 439, 436, 420, 309, 1633, 362, 10924, 3069, 50097, 13, 1133, 321, 366, 1566, 10924, 3069, 1355, 5206, 11, 1393, 13], "avg_logprob": -0.22369259717513104, "compression_ratio": 1.729559748427673, "no_speech_prob": 0.0, "words": [{"start": 1745.84, "end": 1746.24, "word": " This", "probability": 0.59033203125}, {"start": 1746.24, "end": 1746.6, "word": " model", "probability": 0.9169921875}, {"start": 1746.6, "end": 1746.84, "word": " is", "probability": 0.822265625}, {"start": 1746.84, "end": 1747.62, "word": " illustrating", "probability": 0.92041015625}, {"start": 1747.62, "end": 1748.48, "word": " the", "probability": 0.8046875}, {"start": 1748.48, "end": 1748.76, "word": " management", "probability": 0.84765625}, {"start": 1748.76, "end": 1749.46, "word": " competencies", "probability": 0.834716796875}, {"start": 1749.46, "end": 1750.12, "word": " or", "probability": 0.771484375}, {"start": 1750.12, "end": 1750.3, "word": " the", "probability": 0.58984375}, {"start": 1750.3, "end": 1750.68, "word": " management", "probability": 0.85498046875}, {"start": 1750.68, "end": 1751.38, "word": " abilities", "probability": 0.8916015625}, {"start": 1751.38, "end": 1752.28, "word": " which", "probability": 0.68212890625}, {"start": 1752.28, "end": 1752.56, "word": " must", "probability": 0.85693359375}, {"start": 1752.56, "end": 1752.76, "word": " be", "probability": 0.953125}, {"start": 1752.76, "end": 1753.3, "word": " available", "probability": 0.8203125}, {"start": 1753.3, "end": 1753.76, "word": " in", "probability": 0.9384765625}, {"start": 1753.76, "end": 1754.26, "word": " any", "probability": 0.900390625}, {"start": 1754.26, "end": 1754.98, "word": " sales", "probability": 0.90869140625}, {"start": 1754.98, "end": 1755.6, "word": " department.", "probability": 0.931640625}, {"start": 1756.62, "end": 1756.98, "word": " This", "probability": 0.640625}, {"start": 1756.98, "end": 1757.28, "word": " sales", "probability": 0.9169921875}, {"start": 1757.28, "end": 1757.98, "word": " department", "probability": 0.9248046875}, {"start": 1757.98, "end": 1758.48, "word": " first", "probability": 0.56640625}, {"start": 1758.48, "end": 1758.66, "word": " of", "probability": 0.96435546875}, {"start": 1758.66, "end": 1758.94, "word": " all", "probability": 0.95166015625}, {"start": 1758.94, "end": 1759.4, "word": " they", "probability": 0.75}, {"start": 1759.4, "end": 1759.72, "word": " or", "probability": 0.81591796875}, {"start": 1759.72, "end": 1759.96, "word": " it", "probability": 0.95654296875}, {"start": 1759.96, "end": 1760.24, "word": " must", "probability": 0.86865234375}, {"start": 1760.24, "end": 1760.54, "word": " have", "probability": 0.94189453125}, {"start": 1760.54, "end": 1761.0, "word": " strategic", "probability": 0.81103515625}, {"start": 1761.0, "end": 1761.44, "word": " action", "probability": 0.92138671875}, {"start": 1761.44, "end": 1763.62, "word": " competency.", "probability": 0.6787109375}, {"start": 1764.26, "end": 1764.44, "word": " When", "probability": 0.77880859375}, {"start": 1764.44, "end": 1764.54, "word": " we", "probability": 0.9267578125}, {"start": 1764.54, "end": 1764.66, "word": " are", "probability": 0.84228515625}, {"start": 1764.66, "end": 1764.98, "word": " saying", "probability": 0.9052734375}, {"start": 1764.98, "end": 1765.4, "word": " strategic", "probability": 0.85107421875}, {"start": 1765.4, "end": 1765.86, "word": " action", "probability": 0.9423828125}, {"start": 1765.86, "end": 1767.08, "word": " means", "probability": 0.29541015625}, {"start": 1767.08, "end": 1767.76, "word": " strategy,", "probability": 0.71875}, {"start": 1768.02, "end": 1768.32, "word": " plan.", "probability": 0.92236328125}], "temperature": 1.0}, {"id": 68, "seek": 179241, "start": 1769.29, "end": 1792.41, "text": " What is our strategy? What is its own goal? What are its own objectives? What are the activities which we are going to do? What are the tools which we will use to achieve these goals and objectives? All these things must be identified from the very beginning. If you are not going to have a strategy, this means the sales manager is going to be like the blind driver who is driving a car.", "tokens": [708, 307, 527, 5206, 30, 708, 307, 1080, 1065, 3387, 30, 708, 366, 1080, 1065, 15961, 30, 708, 366, 264, 5354, 597, 321, 366, 516, 281, 360, 30, 708, 366, 264, 3873, 597, 321, 486, 764, 281, 4584, 613, 5493, 293, 15961, 30, 1057, 613, 721, 1633, 312, 9234, 490, 264, 588, 2863, 13, 759, 291, 366, 406, 516, 281, 362, 257, 5206, 11, 341, 1355, 264, 5763, 6598, 307, 516, 281, 312, 411, 264, 6865, 6787, 567, 307, 4840, 257, 1032, 13], "avg_logprob": -0.10686383777785868, "compression_ratio": 1.8436018957345972, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1769.29, "end": 1769.55, "word": " What", "probability": 0.66357421875}, {"start": 1769.55, "end": 1769.67, "word": " is", "probability": 0.9052734375}, {"start": 1769.67, "end": 1769.85, "word": " our", "probability": 0.87451171875}, {"start": 1769.85, "end": 1770.21, "word": " 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And what is going to happen for this blind driver? For sure he is going to make an accident and he or she might pass away. 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If you are satisfied by covering the local markets, have a look on a broad market. Think globally and behave globally. Also, look at the coaching competency. 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Also, we have to make something called team building competency. In other words, we have to be very sensitive. What is the harmony which is going to connect among the members of the team members? For example, sometimes some person is hating another. Some person is having a difficulty in dealing with another one. Is it okay to include both members in one team? We do not recommend that.", "tokens": [639, 307, 264, 3620, 295, 15818, 50097, 13, 2743, 11, 321, 362, 281, 652, 746, 1219, 1469, 2390, 50097, 13, 682, 661, 2283, 11, 321, 362, 281, 312, 588, 9477, 13, 708, 307, 264, 19410, 597, 307, 516, 281, 1745, 3654, 264, 2679, 295, 264, 1469, 2679, 30, 1171, 1365, 11, 2171, 512, 954, 307, 45082, 1071, 13, 2188, 954, 307, 1419, 257, 10360, 294, 6260, 365, 1071, 472, 13, 1119, 309, 1392, 281, 4090, 1293, 2679, 294, 472, 1469, 30, 492, 360, 406, 2748, 300, 13], "avg_logprob": -0.1555397788232023, "compression_ratio": 1.7211155378486056, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1910.75, "end": 1911.11, "word": " This", "probability": 0.360107421875}, {"start": 1911.11, "end": 1911.23, "word": " is", "probability": 0.92041015625}, {"start": 1911.23, "end": 1911.37, "word": " the", "probability": 0.90087890625}, {"start": 1911.37, "end": 1911.53, "word": " meaning", "probability": 0.88427734375}, {"start": 1911.53, "end": 1912.31, 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All these are competencies for a model for sales management competencies. Any questions? Any comments about this class? Do you have any questions? Do you have any comments?", "tokens": [639, 307, 264, 6357, 295, 264, 4592, 295, 5763, 281, 312, 1075, 281, 1884, 257, 14750, 851, 1469, 689, 1184, 4006, 307, 516, 281, 959, 293, 3104, 293, 15670, 293, 26667, 365, 472, 1071, 13, 1057, 613, 366, 2850, 6464, 337, 257, 2316, 337, 5763, 4592, 2850, 6464, 13, 2639, 1651, 30, 2639, 3053, 466, 341, 1508, 30, 1144, 291, 362, 604, 1651, 30, 1144, 291, 362, 604, 3053, 30], "avg_logprob": -0.18518925342761294, "compression_ratio": 1.7560975609756098, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1939.09, "end": 1939.49, "word": " This", "probability": 0.487548828125}, {"start": 1939.49, "end": 1939.63, "word": " is", "probability": 0.93212890625}, {"start": 1939.63, "end": 1939.77, "word": " the", "probability": 0.83740234375}, {"start": 1939.77, "end": 1940.33, "word": " responsibility", "probability": 0.93310546875}, {"start": 1940.33, "end": 1940.87, "word": " of", "probability": 0.9599609375}, {"start": 1940.87, "end": 1941.05, 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I want you to summarize what's your impression about the course, the content of the course since it began two weeks ago. What is your impression about the course? Go on, yalla. What do you think of it? Do you think it is benefiting us or it is just a theory or whatever?", "tokens": [1033, 11, 586, 286, 576, 411, 281, 1029, 257, 1326, 1651, 949, 321, 366, 516, 281, 16886, 13, 286, 528, 291, 281, 20858, 437, 311, 428, 9995, 466, 264, 1164, 11, 264, 2701, 295, 264, 1164, 1670, 309, 4283, 732, 3259, 2057, 13, 708, 307, 428, 9995, 466, 264, 1164, 30, 1037, 322, 11, 288, 10352, 13, 708, 360, 291, 519, 295, 309, 30, 1144, 291, 519, 309, 307, 47515, 505, 420, 309, 307, 445, 257, 5261, 420, 2035, 30], "avg_logprob": -0.18981481775825407, "compression_ratio": 1.674641148325359, "no_speech_prob": 0.0, "words": [{"start": 1966.37, "end": 1966.81, "word": " Okay,", "probability": 0.449951171875}, {"start": 1966.81, "end": 1967.25, "word": " now", "probability": 0.8955078125}, {"start": 1967.25, "end": 1967.77, "word": " I", "probability": 0.76513671875}, {"start": 1967.77, "end": 1967.91, "word": " would", "probability": 0.87255859375}, {"start": 1967.91, "end": 1968.09, "word": " like", 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Be specific. Excellent. Excellent. Another one? What's your impression of the course so far? Another one?", "tokens": [9067, 545, 11, 294, 597, 2115, 30, 879, 2685, 13, 16723, 13, 16723, 13, 3996, 472, 30, 708, 311, 428, 9995, 295, 264, 1164, 370, 1400, 30, 3996, 472, 30], "avg_logprob": -0.25478831221980436, "compression_ratio": 1.2647058823529411, "no_speech_prob": 0.0, "words": [{"start": 1995.52, "end": 1995.9, "word": " Farah,", "probability": 0.748291015625}, {"start": 1995.98, "end": 1996.06, "word": " in", "probability": 0.8798828125}, {"start": 1996.06, "end": 1996.22, "word": " which", "probability": 0.95068359375}, {"start": 1996.22, "end": 1996.64, "word": " terms?", "probability": 0.92431640625}, {"start": 1996.74, "end": 1996.82, "word": " Be", "probability": 0.90576171875}, {"start": 1996.82, "end": 1997.26, "word": " specific.", "probability": 0.93115234375}, {"start": 2011.56, "end": 2011.58, "word": " Excellent.", "probability": 0.1475830078125}, {"start": 2015.62, "end": 2016.1, "word": " Excellent.", "probability": 0.916015625}, {"start": 2016.64, "end": 2016.88, "word": " Another", "probability": 0.8681640625}, {"start": 2016.88, "end": 2017.26, "word": " one?", "probability": 0.93115234375}, {"start": 2018.92, "end": 2019.12, "word": " What's", "probability": 0.770263671875}, {"start": 2019.12, "end": 2019.22, "word": " your", "probability": 0.89794921875}, {"start": 2019.22, "end": 2019.46, "word": " impression", "probability": 0.9091796875}, {"start": 2019.46, "end": 2019.62, "word": " of", "probability": 0.66259765625}, {"start": 2019.62, "end": 2019.78, "word": " the", "probability": 0.90966796875}, {"start": 2019.78, "end": 2020.02, "word": " course", "probability": 0.9560546875}, {"start": 2020.02, "end": 2020.2, "word": " so", "probability": 0.8642578125}, {"start": 2020.2, "end": 2020.44, "word": " far?", "probability": 0.9453125}, {"start": 2023.74, "end": 2024.22, "word": " Another", "probability": 0.85791015625}, {"start": 2024.22, "end": 2024.5, "word": " one?", "probability": 0.9287109375}], "temperature": 1.0}, {"id": 77, "seek": 205405, "start": 2025.67, "end": 2054.05, "text": " Nobody? That's fine. Okay, another question. Do you like the method of teaching? Or you would like to change it? We are going to change it, but not now. As we said, after a couple of weeks, I'm going to provide you with a full presentation. You are going to be our teacher and we are going to be the audience or the students. Okay? 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I want you to complete or to write a complete research about its strategy, plan, actions, behavior in the Gaza market. This business company might be pharmacy, might be productive, might be service premise or organization. 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Any questions or comments about this? Okay, see you next time. 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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 panicked; 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 it, 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 +are not only critical in sales positions; + +19 +00:01:27,040 --> 00:01:29,800 +they are critical in all 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 are we 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 +call it a primary interview. With the second one, we + +32 +00:02:14,370 --> 00:02:16,690 +call it a secondary interview. Well, this is + +33 +00:02:16,690 --> 00:02:20,370 +reminding us of the map which we studied; + +34 +00:02:20,570 --> 00:02:24,610 +secondary interview, and over there, the primary + +35 +00:02:24,610 --> 00:02:27,750 +interview. In the primary interview, somebody is + +36 +00:02:27,750 --> 00:02:29,710 +going to say why 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 primary interview is going to dig into 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 +possess 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 patterns. If the candidate is having poor + +43 +00:02:52,510 --> 00:02:55,610 +speech patterns, this means that this person does + +44 +00:02:55,610 --> 00:03:00,570 +not fit to work with us as an 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 conduct the primary + +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? To 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 + +57 +00:03:51,630 --> 00:03:54,330 +to identify people who best match the job + +58 +00:03:54,330 --> 00:03:58,690 +qualifications. Now, one benefit of the interview + +59 +00:03:58,690 --> 00:04:01,090 +is that managers 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 possess or enjoy 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 on to, 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 of what is happening in the + +67 +00:04:29,080 --> 00:04:33,780 +employment and education 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 the "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 the 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 of what we said about + +75 +00:05:01,050 --> 00:05:04,190 +the employment and the hiring of all persons; all + +76 +00:05:04,190 --> 00:05:08,010 +employees must possess interpersonal skills. + +77 +00:05:08,010 --> 00:05:12,290 +These salespeople later on 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 interviews. And listen here, + +81 +00:05:25,810 --> 00:05:27,990 +generally interviews are classified into + +82 +00:05:27,990 --> 00:05:31,290 +three types. Type number one, we call 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 a set of + +90 +00:05:58,760 --> 00:06:05,140 +questions; a set of specific questions; a set of + +91 +00:06:05,140 --> 00:06:12,640 +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 of 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 +a 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، 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 call it patent; exactly, we call it + +106 +00:07:29,970 --> 00:07:36,450 +a 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— 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 semi-structured ones + +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 will be drafted + +113 +00:08:04,430 --> 00:08:08,170 +based on the responses which we hear 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 to the answers from the interview. + +116 +00:08:18,170 --> 00:08:21,590 +So "semi" 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 that it is + +119 +00:08:33,930 --> 00:08:37,410 +advising us all the time to use structured interviews, + +120 +00:08:37,410 --> 00:08:42,450 +especially if the managers or the recruiters are + +121 +00:08:42,450 --> 00:08:47,550 +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 interviews, + +129 +00:09:16,790 --> 00:09:20,710 +or semi-structured ones, they will encounter difficulty in + +130 +00:09:20,710 --> 00:09:24,430 +giving a 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 +questions 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 +are already written in advance and prepared, and + +136 +00:09:45,170 --> 00:09:48,510 +half of them 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 to from the interviewees. Okay. + +139 +00:09:57,430 --> 00:10:04,650 +Any questions? Go on now. + +140 +00:10:04,650 --> 00:10:09,350 +Listen, so far we have applications; + +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 interviews. And now, we are going to + +143 +00:10:24,580 --> 00:10:28,180 +add a fourth interview regarding their own + +144 +00:10:28,180 --> 00:10:31,540 +types. The interview number four, we call it + +145 +00:10:31,540 --> 00:10:36,700 +field observation. A field 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 passed 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 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 gets + +153 +00:11:03,080 --> 00:11:08,520 +the job, if she gets 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 a 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 +employer, "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 with them, or I have 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 a 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 reasons. Number one, these duties and + +168 +00:11:56,960 --> 00:12:01,160 +responsibilities are new to me. I do not + +169 +00:12:01,160 --> 00:12:04,120 +have experience with them before. I do not have + +170 +00:12:04,120 --> 00:12:06,100 +experience in 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 perform similar duties." Okay? + +173 +00:12:17,460 --> 00:12:21,880 +So in this scenario, those who feel they are not likely + +174 +00:12:21,880 --> 00:12:23,880 +to meet that challenge can eliminate + +175 +00:12:23,880 --> 00:12:27,160 +themselves. What do they hear? It refers to + +176 +00:12:27,160 --> 00:12:30,980 +candidates. Exactly. Because of this, we call 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 is important; it's important, but it + +183 +00:12:55,650 --> 00:12:59,630 +isn't everything. The test is 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 into the + +187 +00:13:16,260 --> 00:13:20,660 +personality of the candidate. The 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 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 would like to know + +192 +00:13:38,000 --> 00:13:43,940 +who you are. Who are you as a human being? Who are + +193 +00:13:43,940 --> 00:13:48,130 +you as a person? Your + +194 +00:13:48,130 --> 00:13:53,930 +identity 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 +a 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 mannerisms, morals, moral character, + +199 +00:14:10,010 --> 00:14:15,420 +friendliness, and so on. Why? To get some + +200 +00:1 + +223 +00:15:39,560 --> 00:15:42,940 +While other candidates 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 the aptitude test. Finally, we are going + +226 +00:15:49,600 --> 00:15:52,280 +to conduct the physical examination, which we said + +227 +00:15:52,280 --> 00:15:57,420 +is important. We shouldn't give it up. Everybody + +228 +00:15:57,420 --> 00:16:00,740 +must be examined physically in a very strict 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 +Moving on. Skip this. Listen here. Now we would like + +231 +00:16:12,500 --> 00:16:14,960 +to talk about resume analysis. A resume, as we said, is + +232 +00:16:14,960 --> 00:16:18,740 +a CV; resume in American English, CV in British + +233 +00:16:18,740 --> 00:16:22,440 +English. You, as a recruiter, have to analyze + +234 +00:16:22,440 --> 00:16:26,580 +the CVs you are reviewing. But how? I'm going + +235 +00:16:26,580 --> 00:16:30,020 +to review the CVs. Number one: account for 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 telling the + +241 +00:16:44,840 --> 00:16:49,280 +truth. Number two: examine the number of jobs and the + +242 +00:16:49,280 --> 00:16:51,420 +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 as a scanner or a + +245 +00:16:59,430 --> 00:17:02,850 +reviewer of the CVs of the candidates? Because, for + +246 +00:17:02,850 --> 00:17:07,870 +example, if the person jumps from job to job, he or + +247 +00:17:07,870 --> 00:17:13,090 +she might have a problem with loyalty, + +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 call this phenomenon in HR...exactly. This + +250 +00:17:23,710 --> 00:17:26,070 +is a job hopper. Excellent. + +251 +00:17:30,280 --> 00:17:33,180 +Job-hopper. He is jumping from one job to + +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 his 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 see that + +261 +00:18:08,420 --> 00:18:13,000 +the candidate has been working in more than one job, and + +262 +00:18:13,000 --> 00:18:15,720 +the years of service in each job is only 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 might say, "But what if we are + +266 +00:18:25,280 --> 00:18:27,900 +working on a job creation program?" + +267 +00:18:29,580 --> 00:18:32,900 +A job creation program. + +268 +00:18:34,280 --> 00:18:38,760 +You should indicate this on your CV. Why? To give + +269 +00:18:38,760 --> 00:18:41,580 +the evaluator a chance to know that your + +270 +00:18:41,580 --> 00:18:45,420 +contract ended due to your own willingness. What + +271 +00:18:45,420 --> 00:18:46,620 +does that mean, "out of your willingness?" + +272 +00:18:49,760 --> 00:18:54,360 +It's 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 this later on—you will see, you will remember me— + +275 +00:19:02,590 --> 00:19:05,770 +the probability of being asked this question is + +276 +00:19:05,770 --> 00:19:09,770 +over 90 percent, especially if you have + +277 +00:19:09,770 --> 00:19:14,370 +already worked, or if you are currently working...if you + +278 +00:19:14,370 --> 00:19:16,370 +have 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. Is this + +281 +00:19:24,080 --> 00:19:26,980 +a legitimate question? It's legitimate. + +282 +00:19:27,640 --> 00:19:31,320 +What is a smart answer to this question? Give + +283 +00:19:31,320 --> 00:19:35,400 +me some possibilities. Number one: end of contract. + +284 +00:19:37,220 --> 00:19:39,540 +Because of that, I left the job. Another + +285 +00:19:39,540 --> 00:19:44,120 +possibility: I have an extended family, and I am + +286 +00:19:44,120 --> 00:19:48,160 +looking for a better employment opportunity. Wasn't it + +287 +00:19:48,160 --> 00:19:51,430 +extended family? Why am I looking for a 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 للمزيد من التعويض المادي؟ 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 that we might make during an + +294 +00:20:19,010 --> 00:20:26,830 +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, or connection. Exactly. Excellent + +297 +00:20:34,810 --> 00:20:41,850 +term. Connection. I ask—I am the interviewer. I + +298 +00:20:41,850 --> 00:20:44,790 +ask the candidate a question. And then I + +299 +00:20:44,790 --> 00:20:47,530 +begin looking at the ceiling or I begin checking my + +300 +00:20:47,530 --> 00:20:51,810 +watch. This isn't appropriate; 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 to 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 interact + +305 +00:21:03,150 --> 00:21:07,290 +with them? Because of this, this is related to what? To this. So you should not + +306 +00:21:07,290 --> 00:21:12,410 +do that, or make that mistake. Now I'm going to + +307 +00:21:12,410 --> 00:21:16,410 +tell you a very important story about how your + +308 +00:21:16,410 --> 00:21:20,410 +behavior in an interview can be devastating; not + +309 +00:21:20,410 --> 00:21:31,950 +only devastating, but destructive. Look here. In + +310 +00:21:31,950 --> 00:21:36,150 +1990, in America, there was an election + +311 +00:21:37,370 --> 00:21:39,910 +between Bill Clinton, who used to work as a + +312 +00:21:39,910 --> 00:21:45,130 +governor of Arkansas, and George H.W. Bush, the + +313 +00:21:45,130 --> 00:21:48,470 +senior. He had finished his first term of four years. He + +314 +00:21:48,470 --> 00:21:51,510 +decided to run for + +315 +00:21:51,510 --> 00:21:56,530 +a second term. In the election, Clinton ran + +316 +00:21:56,530 --> 00:22:00,090 +as the nominee of the Democratic Party. And they + +317 +00:22:00,090 --> 00:22:02,510 +held, as we saw a few + +318 +00:22:02,510 --> 00:22:06,090 +months ago, televised debate between Bush and + +319 +00:22:06,900 --> 00:22:11,320 +Clinton. The same thing happened with George W. Bush who is the + +320 +00:22:11,320 --> 00:22:14,780 +president now and the then-governor, Bill Clinton. When the interview or the + +321 +00:22:14,780 --> 00:22:19,440 +debate happened, President George H.W. Bush, he was + +322 +00:22:19,440 --> 00:22:23,920 +looking at his watch + +323 +00:22:23,920 --> 00:22:27,280 +more than once during the debate. This + +324 +00:22:27,280 --> 00:22:31,870 +was a fatal mistake which was one of the + +325 +00:22:31,870 --> 00:22:35,230 +reasons, one of the factors, for his failure to be + +326 +00:22:35,230 --> 00:22:40,670 +reelected. Somebody is + +327 +00:22:40,670 --> 00:22:45,190 +going to wonder why? Exactly, a lack of + +328 +00:22:45,190 --> 00:22:50,150 +respect for the interviewer, no respect for the + +329 +00:22:50,150 --> 00:22:52,790 +audience. Because of this, all the American media + +330 +00:22:52,790 --> 00:22:58,330 +were talking about this behavior. He lost the election. This is taught in management courses + +331 +00:22:58,390 --> 00:23:02,600 +in America. The interviewer was asking the + +332 +00:23:03,180 --> 00:23:05,680 +President a question, and the nominee was watching + +333 +00:23:05,680 --> 00:23:09,960 +his watch. This means he doesn't care. This means + +334 +00:23:09,960 --> 00:23:14,600 +he isn't serious. This means he is disrespecting + +335 +00:23:14,600 --> 00:23:20,600 +the people and the audience. And then he lost. Now, second: lack of a plan. In other words, + +336 +00:23:20,600 --> 00:23:25,390 +we are not planning the questions. All + +337 +00:23:25,390 --> 00:23:30,030 +questions are haphazard, or they are coming from + +338 +00:23:30,030 --> 00:23:31,930 +our own minds, or they are not related to the job + +339 +00:23:31,930 --> 00:23:37,730 +responsibilities. Number three: insufficient time. + +340 +00:23:39,070 --> 00:23:42,190 +We do not have enough time. Or we give the + +341 +00:23:42,190 --> 00:23:46,090 +first candidate 30 minutes, the second candidate 20 minutes, and the final candidate 5 + +342 +00:23:46,090 --> 00:23:49,150 +minutes. Is this fair? No. So we must allocate + +343 +00:23:49,150 --> 00:23:52,790 +our time equally. + +344 +00:23:53,630 --> 00:23:58,770 +Four: personal bias. This personal bias is + +345 +00:23:58,770 --> 00:24:01,030 +something very important. Someone will say + +346 +00:24:01,030 --> 00:24:03,110 +how bias can happen. It can happen based on + +347 +00:24:03,110 --> 00:24:07,890 +sex, gender, race. We do not + +348 +00:24:07,890 --> 00:24:09,830 +want to mention race because we do not consider race + +349 +00:24:09,830 --> 00:24:12,230 +in our community, political affiliation, + +350 +00:24:12,230 --> 00:24:15,630 +family, age. And sometimes family names. I agree + +351 +00:24:15,630 --> 00:24:18,770 +with you. And sometimes family names. + +352 +00:24:18,770 --> 00:24:21,550 +Okay, maybe. So all of these things are + +353 +00:24:21,550 --> 00:24:29,170 +inappropriate, irrelevant, and we + +354 +00:24:29,170 --> 00:24:30,710 +should not let them influence us. If you are going to let them + +355 +00:24:30,710 --> 00:24:32,690 +influence you, it means your evaluation as an + +356 +00:24:33,730 --> 00:24:37,190 +interviewer is incorrect. It's unfair. And it's + +357 +00:24:37,190 --> 00:24:41,500 +unfair. Look at this: Regarding the first + +358 +00:24:41,500 --> 00:24:41,840 +factor... + +359 +00:24:44,980 --> 00:24:48,520 +If the employer is a man, he might be + +360 +00:24:48,520 --> 00:24:55,640 +biased and try to favor a male candidate. Or if she is female, she + +361 +00:24:55,640 --> 00:24:58,820 +might prefer to hire a female candidate, and so on. This is what? Bias. The same thing with the second + +362 +00:24:58,820 --> 00:25:02,540 +factor and the third factor, and so on. The final + +363 +00:25:02,540 --> 00:25:07,860 +point is questions. All the questions should be + +364 +00:25:07,860 --> 00:25:11,910 +fair. If you ask one question and you word it in + +365 +00:25:11,910 --> 00:25:15,630 +a specific way, the same wording must be used + +366 +00:25:15,630 --> 00:25:17,690 +for all other candidates. Because any question can + +367 +00:25:17,690 --> 00:25:22,810 +be worded in more than one way. Some wording is direct and easy; others are complex and + +368 +00:25:22,810 --> 00:25:27,870 +indirect. Finally: first impression. This is very + +369 +00:25:27,870 --> 00:25:31,390 +dangerous. Someone is going to ask, "Why is it + +370 +00:25:31,390 --> 00:25:35,550 +dangerous?" Listen here: If you are going to hire + +371 +00:25:35,550 --> 00:25:38,930 +a salesperson, for example, and she is female and + +372 +00:25:38,930 --> 00:25:43,400 +she is beautiful, the interviewer might be + +373 +00:25:43,400 --> 00:25:46,260 +satisfied and happy. + +374 +00:25:46,260 --> 00:25:50,160 +His happiness and his impression of her beauty + +375 +00:25:50,160 --> 00:25:52,560 +might lead him to misjudge her, even though her + +376 +00:25:52,560 --> 00:25:56,780 +answers are incorrect. + +377 +00:25:56,780 --> 00:26:00,300 +And sometimes if the candidate is not + +378 +00:26:00,300 --> 00:26:03,760 +beautiful, or is considered unattractive, her appearance might + +379 +00:26:03,760 --> 00:26:07,780 +lead the evaluator to give a poor evaluation, + +380 +00:26:07,780 --> 00:26:10,500 +even though her answers are correct. Because + +381 +00:26:10,500 --> 00:26:14,500 +of this, we say the evaluator or the + +382 +00:26:14,500 --> 00:26:16,340 +interviewer becomes a prisoner of + +383 +00:26:18,220 --> 00:26:22,320 +what? Exactly. And then he or she will not + +384 +00:26:22,320 --> 00:26:27,340 +evaluate appropriately. The book also mentions another mistake: reading the candidate + +385 +00:26:27,340 --> 00:26:28,980 +in relation to others. Someone will say how this can be + +386 +00:26:31,480 --> 00:26:35,400 +a mistake. Listen here: If a candidate is + +387 +00:26:35,400 --> 00:26:40,780 +preceded by a stronger candidate, he will be judged poorly; if he + +388 +00:26:40,780 --> 00:26:44,960 +is at a lower level, he will also be judged poorly, and vice + +389 +00:26:44,960 --> 00:26:49,540 +versa. So, number one, the order of the candidates + +390 +00:26:49,540 --> 00:26:52,080 +is very important, and sometimes it will lead to + +391 +00:26:52,080 --> 00:26:56,540 +mistakes. Let's give an example: + +392 +00:26:56,540 --> 00:27:01,980 +Fatin is candidate number one, Iman is candidate + +393 +00:27:01,980 --> 00:27:05,270 +number two, Amna three, Hanin four, and Aisha five. + +394 +00:27:05,270 --> 00:27:16,370 +When we interview Fatin, we, as interviewers and evaluators, are alert, we are + +395 +00:27:16,370 --> 00:27:20,510 +energetic, concentrated, and everything Fatin says will be + +396 +00:27:20,510 --> 00:27:23,370 +carefully recorded and evaluated. Later, + +397 +00:27:23,370 --> 00:27:27,710 +our energy and attentiveness will decrease with each candidate. With + +398 +00:27:27,710 --> 00:27:31,990 +Iman, our assessment abilities will decline further. With Amna, even more + +399 +00:27:31,990 --> 00:27:37,800 +so. By the time we get to Hanin, we're finished. With Aisha, + +400 +00:27:37,800 --> 00:27:40,160 +we will not even be listening, because we are + +401 +00:27:40,160 --> 00:27:41,800 +exhausted and inattentive. Because of this we + +402 +00:27:42,880 --> 00:27:46,040 +say that the order is important. If you're in the middle, I doubt it. If you're the + +403 +00:27:46,040 --> 00:27:50,540 +last, you are committing suicide. Really. + +404 +00:27:52,820 --> 00:27:57,460 +The order of candidates is very important. Someone + +405 +00:27:57,460 --> 00:28:01,670 +will say, "How do we overcome this mistake?" If the interviewers feel that their + +406 +00:28:01,670 --> 00:28:05,210 +energy and concentration are waning, stop + +407 +00:28:05,210 --> 00:28:08,230 +interviewing and take a break—five minutes, ten + +408 +00:28:08,230 --> 00:28:11,690 +minutes—and then resume. + +409 +00:28:11,690 --> 00:28:15,530 +Yes, order is related to time, but + +410 +00:28:15,530 --> 00:28:19,430 +the main issue is order. Clear? + +411 +00:28:19,430 --> 00:28:24,490 +Any questions about this? Let's move on. + +412 +00:29:35,200 --> 00:29:38,760 +Now listen, these are examples of questions + +413 +00:29:38,760 --> 00:29:42,420 +that we might use in an interview. Examples of + +414 +00:2 + +445 +00:30:37,970 --> 00:30:40,370 +Up to 70% of the questions in the interview, + +446 +00:30:40,470 --> 00:30:45,520 +are based on situations. Either what happened + +447 +00:30:45,520 --> 00:30:49,300 +to you in the past or a 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. 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 questions I can answer about this + +460 +00:31:31,730 --> 00:31:31,990 +class? diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2pbcy5RM2d8.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2pbcy5RM2d8.srt new file mode 100644 index 0000000000000000000000000000000000000000..55644f0ab40f30f1cc9ab34845de95303114e27b --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2pbcy5RM2d8.srt @@ -0,0 +1,1729 @@ +1 +00:00:20,910 --> 00:00:25,950 +Good morning. Okay, last week we were talking + +2 +00:00:25,950 --> 00:00:28,670 +about three models to organize our sales force. + +3 +00:00:30,170 --> 00:00:34,890 +One of these organizational structures was named + +4 +00:00:34,890 --> 00:00:39,090 +a generalist structure. The second + +5 +00:00:39,090 --> 00:00:42,690 +was the product specialization model. The third + +6 +00:00:42,690 --> 00:00:46,510 +was the customer specialization model. Today, + +7 +00:00:46,610 --> 00:00:49,370 +inshallah, we are going to review and discuss the + +8 +00:00:49,370 --> 00:00:53,590 +final model. This final model is called the + +9 +00:00:53,590 --> 00:00:58,570 +functional specialization model. Now listen, the + +10 +00:00:58,570 --> 00:01:02,250 +functional specialization model comes from + +11 +00:01:02,250 --> 00:01:05,690 +the word "function." It is coming from the word + +12 +00:01:05,690 --> 00:01:10,690 +"function." When we are referring to the function, we + +13 +00:01:10,690 --> 00:01:13,530 +are referring mainly to the nature of the + +14 +00:01:13,530 --> 00:01:18,000 +activities and the tasks which will be performed + +15 +00:01:18,000 --> 00:01:23,760 +by the sales force. So once + +16 +00:01:23,760 --> 00:01:25,860 +again, the functional model is founded on the + +17 +00:01:25,860 --> 00:01:30,980 +word which is called "function." A function, if we + +18 +00:01:30,980 --> 00:01:33,940 +would like to analyze this word, we are going to + +19 +00:01:33,940 --> 00:01:35,920 +refer to the tasks and activities + +20 +00:01:38,990 --> 00:01:43,890 +which each salesperson must do while performing + +21 +00:01:43,890 --> 00:01:50,510 +his or her work in the sales team. Now, the fourth + +22 +00:01:50,510 --> 00:01:54,970 +model, which is called the functional model, + +23 +00:01:54,970 --> 00:01:59,070 +comes to be performed and implemented in the sales + +24 +00:01:59,070 --> 00:02:02,870 +force because of one change, or one of the most + +25 +00:02:02,870 --> 00:02:05,710 +important changes which happened in human + +26 +00:02:05,710 --> 00:02:12,790 +life; which is firms began to be more complex, + +27 +00:02:13,110 --> 00:02:17,450 +began to be more complicated. Also, they began to + +28 +00:02:17,450 --> 00:02:19,430 +adopt something called mass production. + +29 +00:02:22,730 --> 00:02:24,370 +Mass production. + +30 +00:02:26,430 --> 00:02:31,030 +This mass production, here we are talking about + +31 +00:02:31,030 --> 00:02:35,710 +its huge size. We are talking about its own + +32 +00:02:35,710 --> 00:02:39,100 +complexity. Also, we are talking about a third + +33 +00:02:39,100 --> 00:02:40,640 +thing which is called diversity. + +34 +00:02:43,600 --> 00:02:45,900 +Diversity, as you know, we are referring to the + +35 +00:02:45,900 --> 00:02:50,320 +word "difference." Thank you. The word "difference." + +36 +00:02:51,640 --> 00:02:56,260 +Now, because of technology, because of + +37 +00:02:56,260 --> 00:02:59,280 +information technology, firms and companies began + +38 +00:02:59,280 --> 00:03:02,190 +to adopt something called mass production. This + +39 +00:03:02,190 --> 00:03:05,930 +mass production, it was very huge, also it was + +40 +00:03:05,930 --> 00:03:09,370 +very complex, and finally it was very diverse and + +41 +00:03:09,370 --> 00:03:13,630 +different. Somebody is going to wonder, "So what?" + +42 +00:03:14,090 --> 00:03:16,770 +So what? We are going to talk about a different thing, + +43 +00:03:16,770 --> 00:03:21,310 +which is all these things motivated or pushed the + +44 +00:03:21,310 --> 00:03:25,890 +human beings to enrich their own skills and to + +45 +00:03:25,890 --> 00:03:31,660 +enrich their own knowledge. In other words, if we + +46 +00:03:31,660 --> 00:03:34,500 +are going to talk about a sales force or a sales + +47 +00:03:34,500 --> 00:03:38,820 +staff member, we could not bear the fact that we + +48 +00:03:38,820 --> 00:03:42,020 +are going to hire one salesperson who is going to + +49 +00:03:42,020 --> 00:03:46,740 +understand or carry all this big size and + +50 +00:03:46,740 --> 00:03:49,920 +different levels of skills and knowledge about the + +51 +00:03:49,920 --> 00:03:52,580 +products and the goods which organizations are + +52 +00:03:52,580 --> 00:03:57,720 +selling. So they said, "Why shouldn't we divide the + +53 +00:03:57,720 --> 00:04:00,660 +tasks and responsibilities, and divide the skills + +54 +00:04:00,660 --> 00:04:03,980 +and knowledge, and let's hire each person + +55 +00:04:03,980 --> 00:04:07,040 +according to the nature of the function which he + +56 +00:04:07,040 --> 00:04:14,360 +or she should do?" So later on, they began saying, + +57 +00:04:16,140 --> 00:04:20,080 +"Any sales staff member..." We are going to find sales + +58 +00:04:20,080 --> 00:04:22,380 +staff members who will understand something + +59 +00:04:22,380 --> 00:04:27,010 +related to accounting. Others are specialized + +60 +00:04:27,010 --> 00:04:28,830 +in training, + +61 +00:04:31,590 --> 00:04:38,190 +a third in investment, a fourth in consultation, + +62 +00:04:40,750 --> 00:04:44,810 +a fifth in engineering, and so on. + +63 +00:04:47,590 --> 00:04:50,740 +So if you are going to look at these words, you + +64 +00:04:50,740 --> 00:04:53,840 +are going to say that they are, or they could be + +65 +00:04:53,840 --> 00:04:57,120 +summarized by one word, which is the nature of the + +66 +00:04:57,120 --> 00:05:01,780 +function. In other words, the functional + +67 +00:05:01,780 --> 00:05:05,940 +specialization structure is saying, "If a person + +68 +00:05:05,940 --> 00:05:09,620 +under the sales staff member is specialized in + +69 +00:05:09,620 --> 00:05:13,840 +accounting, this person we cannot transfer to + +70 +00:05:13,840 --> 00:05:17,880 +do the consultation work within the team." The + +71 +00:05:17,880 --> 00:05:23,810 +reverse is also true. Why? His brain is mastering the + +72 +00:05:23,810 --> 00:05:25,850 +skills and knowledge which are related to the + +73 +00:05:25,850 --> 00:05:29,730 +function of accounting. The same thing happens. + +74 +00:05:32,210 --> 00:05:34,790 +So, according to the functional specialization + +75 +00:05:34,790 --> 00:05:38,090 +structure, substitution isn't an easy task. + +76 +00:05:40,050 --> 00:05:43,890 +Substitution isn't an easy task. So let's + +77 +00:05:43,890 --> 00:05:46,430 +summarize what we said. So the functional + +78 +00:05:46,430 --> 00:05:48,630 +specialization focuses on the activities of + +79 +00:05:48,630 --> 00:05:51,330 +the function performed by customer contact people. + +80 +00:05:52,090 --> 00:05:54,930 +Now, product and market heterogeneity, + +81 +00:05:55,270 --> 00:06:00,430 +diversity, difference, and complexity may require + +82 +00:06:00,430 --> 00:06:04,410 +a diverse set of skills and knowledge used for + +83 +00:06:04,410 --> 00:06:08,880 +large global organizations. So what can + +84 +00:06:08,880 --> 00:06:12,280 +we conclude here? We can conclude that the nature of + +85 +00:06:12,280 --> 00:06:15,520 +production has changed. We began talking about + +86 +00:06:15,520 --> 00:06:18,420 +mass production. We began talking about massive + +87 +00:06:18,420 --> 00:06:21,120 +skills, massive knowledge. These massive skills + +88 +00:06:21,120 --> 00:06:25,540 +and knowledge cannot be absorbed by one brain. So + +89 +00:06:25,540 --> 00:06:29,780 +we need what? We need specialized salespersons + +90 +00:06:29,780 --> 00:06:36,530 +who will master one function. Who will master one + +91 +00:06:36,530 --> 00:06:40,150 +function. This reminds us of what we + +92 +00:06:40,150 --> 00:06:43,710 +studied in Business Essentials number one, the + +93 +00:06:43,710 --> 00:06:48,630 +division of work and specialization. So all these + +94 +00:06:48,630 --> 00:06:50,970 +things are related to the functional + +95 +00:06:50,970 --> 00:06:54,810 +specialization structure. Go on. Let's give + +96 +00:06:54,810 --> 00:06:58,490 +an example of the organizational structure. Now, if + +97 +00:06:58,490 --> 00:07:01,030 +you are going to look at this example, we are + +98 +00:07:01,030 --> 00:07:01,890 +going to see the following. + +99 +00:07:05,010 --> 00:07:08,610 +This is an example of a functional specialization + +100 +00:07:08,610 --> 00:07:11,070 +model. At the top, we are talking about the sales + +101 +00:07:11,070 --> 00:07:14,130 +marketing manager. In the second lower level, we + +102 +00:07:14,130 --> 00:07:17,710 +are talking about the industry sales manager, where we + +103 +00:07:17,710 --> 00:07:19,910 +are talking about the system manager. Over there, + +104 +00:07:19,930 --> 00:07:21,870 +we are talking about the administrative manager. Look + +105 +00:07:21,870 --> 00:07:24,810 +at this. The function here is related to the + +106 +00:07:24,810 --> 00:07:28,010 +industry. The function here is related to the + +107 +00:07:28,010 --> 00:07:30,270 +system. The function here is related to + +108 +00:07:30,270 --> 00:07:35,100 +administration. Later on, these things are also + +109 +00:07:35,100 --> 00:07:38,080 +subdivided according to more specific + +110 +00:07:38,080 --> 00:07:41,440 +functions. So in this industry, we begin talking + +111 +00:07:41,440 --> 00:07:45,340 +about account executives, which means sales + +112 +00:07:45,340 --> 00:07:48,680 +persons. They are the salespersons who are going + +113 +00:07:48,680 --> 00:07:51,900 +to interact with the customers. But later on here + +114 +00:07:51,900 --> 00:07:55,100 +we are talking about what? People who are + +115 +00:07:55,100 --> 00:07:57,920 +mastering or functioning or working in the + +116 +00:07:57,920 --> 00:08:01,420 +technical support team. Over there we are talking + +117 +00:08:01,420 --> 00:08:06,570 +about training and installation. So the + +118 +00:08:06,570 --> 00:08:08,810 +distribution and organization of the structure is + +119 +00:08:08,810 --> 00:08:11,570 +founded on the function which the salesperson is + +120 +00:08:11,570 --> 00:08:16,010 +performing. So if the person is working in the + +121 +00:08:16,010 --> 00:08:18,830 +field of training or installation, we cannot + +122 +00:08:18,830 --> 00:08:24,170 +transfer him or her to work as a salesperson. The + +123 +00:08:24,170 --> 00:08:26,790 +person who is working as a salesperson cannot + +124 +00:08:26,790 --> 00:08:30,530 +be transferred to do or provide technical support. + +125 +00:08:30,610 --> 00:08:35,370 +They cannot do that. Why? This is the skill and + +126 +00:08:35,370 --> 00:08:37,810 +the knowledge which they understand. This + +127 +00:08:37,810 --> 00:08:40,330 +is their own business. This is their own function. + +128 +00:08:40,670 --> 00:08:44,650 +This is the nature of their work. Because of this, as + +129 +00:08:44,650 --> 00:08:47,430 +we said before, substitution isn't easy + +130 +00:08:47,430 --> 00:08:50,490 +according to the ideology of the functional + +131 +00:08:50,490 --> 00:08:57,030 +specialization structure. Clear? Go on. Let's sum + +132 +00:08:57,030 --> 00:09:00,090 +up the advantages and disadvantages of this model. + +133 +00:09:00,230 --> 00:09:04,760 +Now, look here. We are going to talk about two + +134 +00:09:04,760 --> 00:09:07,600 +major advantages. Number one, more functional + +135 +00:09:07,600 --> 00:09:12,680 +focus, as we said. So it is founded; it is focused + +136 +00:09:12,680 --> 00:09:16,300 +on the function or the activity which this person + +137 +00:09:16,300 --> 00:09:21,040 +is doing. If this is an advantage, it will lead to + +138 +00:09:21,040 --> 00:09:24,120 +another advantage, which means they will be able + +139 +00:09:24,120 --> 00:09:27,060 +to diagnose a problem easily and solve it + +140 +00:09:27,060 --> 00:09:30,100 +easily. Because of this, we are talking about a + +141 +00:09:30,100 --> 00:09:33,280 +second advantage, which is it gives us the ability + +142 +00:09:33,280 --> 00:09:37,340 +to provide problem solutions. Because each person + +143 +00:09:37,340 --> 00:09:40,340 +is mastering the function which he or she is + +144 +00:09:40,340 --> 00:09:44,680 +doing. So in this case, any problem which they are + +145 +00:09:44,680 --> 00:09:47,580 +going to encounter while they are selling, it is + +146 +00:09:47,580 --> 00:09:50,800 +easy to diagnose or it is easy to solve. + +147 +00:09:52,840 --> 00:09:55,160 +But on the other hand, we are talking about + +148 +00:09:55,160 --> 00:09:58,610 +disadvantages also. The biggest disadvantage is + +149 +00:09:58,610 --> 00:10:02,210 +the following: it may conflict with the personnel + +150 +00:10:02,210 --> 00:10:04,450 +staff members who are working in marketing. + +151 +00:10:07,950 --> 00:10:13,010 +If we are going to organize our sales force + +152 +00:10:13,010 --> 00:10:17,310 +according to the functional model, + +153 +00:10:19,450 --> 00:10:23,010 +we said one of the functions might be, for example, + +154 +00:10:23,010 --> 00:10:27,170 +training. In other words, we are referring to the + +155 +00:10:27,170 --> 00:10:31,410 +salespersons who are training the customers how + +156 +00:10:31,410 --> 00:10:34,190 +to use or deal with an instrument, good, or + +157 +00:10:34,190 --> 00:10:37,550 +product. If you are going to think of this + +158 +00:10:37,550 --> 00:10:41,150 +training item, it might be done by another + +159 +00:10:41,150 --> 00:10:45,030 +personnel member who is working in the marketing + +160 +00:10:45,030 --> 00:10:45,770 +department. + +161 +00:10:48,530 --> 00:10:52,010 +With this here, we are talking about what? The sales + +162 +00:10:52,010 --> 00:10:55,690 +department. So we are talking about something + +163 +00:10:55,690 --> 00:10:57,770 +called duplication. + +164 +00:11:00,840 --> 00:11:04,420 +Which means the training part is done or + +165 +00:11:04,420 --> 00:11:07,500 +performed by the people who are working in the + +166 +00:11:07,500 --> 00:11:09,860 +sales department, founded or structured on + +167 +00:11:09,860 --> 00:11:13,860 +the functional model. And the same task is done by + +168 +00:11:13,860 --> 00:11:16,880 +a personnel staff member who is working in + +169 +00:11:16,880 --> 00:11:20,280 +the marketing department. Is this a duplication? Yes. + +170 +00:11:20,700 --> 00:11:23,140 +Is it a waste of resources? Yes. Is it a waste of + +171 +00:11:23,140 --> 00:11:26,420 +time? Yes. Is it a waste of cost? Yes. Because of + +172 +00:11:26,420 --> 00:11:28,720 +this, this is considered to be one of the + +173 +00:11:28,720 --> 00:11:32,290 +disadvantages. A second thing, it is more + +174 +00:11:32,290 --> 00:11:35,190 +expensive. Somebody is going to say, "Why is it more + +175 +00:11:35,190 --> 00:11:38,930 +expensive?" Simply because the senior management of + +176 +00:11:38,930 --> 00:11:41,330 +the sales organization, they are paying for + +177 +00:11:41,330 --> 00:11:45,710 +brains, they are paying for skills, they are + +178 +00:11:45,710 --> 00:11:49,090 +paying for knowledge. So if the knowledge of this + +179 +00:11:49,090 --> 00:11:51,590 +salesperson is lost, how is it going + +180 +00:11:51,590 --> 00:11:54,390 +to be lost? The sales staff member decided to + +181 +00:11:54,390 --> 00:11:58,010 +retire or decided to resign. So how are we going + +182 +00:11:58,010 --> 00:12:01,740 +to substitute him or her? It isn't that easy. Why? + +183 +00:12:01,920 --> 00:12:05,680 +We cannot simply transfer one person working + +184 +00:12:05,680 --> 00:12:08,440 +in another function and tell him or her, "Wallahi, + +185 +00:12:08,440 --> 00:12:12,400 +please come and we are going to put you in this + +186 +00:12:12,400 --> 00:12:18,040 +function." Is he going to do the work? We are not + +187 +00:12:18,040 --> 00:12:20,620 +expecting this to happen easily. So what are we + +188 +00:12:20,620 --> 00:12:24,230 +going to do? We are going to hire a new staff + +189 +00:12:24,230 --> 00:12:26,950 +member who has similar technical knowledge + +190 +00:12:26,950 --> 00:12:29,910 +and skills. Is this very time-consuming? Of + +191 +00:12:29,910 --> 00:12:32,890 +course. And every day that passes and + +192 +00:12:32,890 --> 00:12:35,570 +the firm doesn't have the suitable person, this is + +193 +00:12:35,570 --> 00:12:40,550 +considered to be what? A loss. And later on, if + +194 +00:12:40,550 --> 00:12:42,870 +you are going to hunt down a qualified person, + +195 +00:12:43,530 --> 00:12:47,450 +this person might reject your offer, asking for a + +196 +00:12:47,450 --> 00:12:50,540 +higher level of compensation. In this case, do you + +197 +00:12:50,540 --> 00:12:53,060 +think the senior management is going to agree to + +198 +00:12:53,060 --> 00:12:55,660 +the demands of this person? Yes. What's the + +199 +00:12:55,660 --> 00:12:58,840 +meaning of "agree"? Of course. + +200 +00:13:00,480 --> 00:13:04,040 +Because of this, we are saying it's more expensive. + +201 +00:13:04,180 --> 0 + +223 +00:14:30,450 --> 00:14:35,110 +secret for hiring or recruiting new customers. + +224 +00:14:35,490 --> 00:14:39,930 +How? They will say, let's look at the character of + +225 +00:14:39,930 --> 00:14:43,880 +our sales people. And let's see how they are + +226 +00:14:43,880 --> 00:14:49,820 +approaching new people. If they are able to leave + +227 +00:14:49,820 --> 00:14:53,800 +a good impression on them, then this is the + +228 +00:14:53,800 --> 00:14:56,700 +answer, or this is the right staff member whom we + +229 +00:14:56,700 --> 00:15:02,060 +should hire. If they are not, this means we cannot + +230 +00:15:02,060 --> 00:15:07,660 +hire them as salespeople. So the function of this + +231 +00:15:07,660 --> 00:15:09,880 +salesperson, according to the American Express + +232 +00:15:09,880 --> 00:15:15,400 +Angelette, is to attract customers by your face, + +233 +00:15:16,060 --> 00:15:21,140 +your words, and your method of communication. Over + +234 +00:15:21,140 --> 00:15:23,100 +there, we are talking about Browning Ferris + +235 +00:15:23,100 --> 00:15:27,920 +Industries. They are saying, we are not able, or we + +236 +00:15:27,920 --> 00:15:31,840 +do not care about new customers. They are saying, + +237 +00:15:32,480 --> 00:15:37,460 +our salespersons, they must be able to retain our + +238 +00:15:37,460 --> 00:15:43,260 +customers, again by different techniques of + +239 +00:15:43,260 --> 00:15:45,540 +communication, assistance, and coordination. + +240 +00:15:46,700 --> 00:15:49,160 +This is considered to be the key for our own + +241 +00:15:49,160 --> 00:15:53,440 +profitability. Other firms, they are saying, like + +242 +00:15:53,440 --> 00:15:56,100 +Lexmark International, they are saying we do not + +243 +00:15:56,100 --> 00:16:00,060 +care about the new customers and we do not take, or + +244 +00:16:00,060 --> 00:16:03,700 +we do not take care, or care about the functions of + +245 +00:16:03,700 --> 00:16:06,900 +the salesperson for retaining our customers. We + +246 +00:16:06,900 --> 00:16:09,760 +are looking for customers who are going to do one + +247 +00:16:09,760 --> 00:16:12,900 +simple function, which is to satisfy the end users + +248 +00:16:12,900 --> 00:16:18,920 +of our product. Their function is to satisfy the + +249 +00:16:18,920 --> 00:16:21,940 +end users of our product. This is the key of our + +250 +00:16:21,940 --> 00:16:26,880 +sales and profitability. But other firms, like 3M + +251 +00:16:26,880 --> 00:16:30,920 +and AT&T. AT&T is considered to be the first + +252 +00:16:30,920 --> 00:16:35,750 +American ground telecommunication company in America. Its + +253 +00:16:35,750 --> 00:16:39,190 +age is more than 100 years. Its age is more than + +254 +00:16:39,190 --> 00:16:43,210 +one century. It is the first American company + +255 +00:16:43,210 --> 00:16:46,950 +which began providing American citizens, families, + +256 +00:16:46,950 --> 00:16:50,430 +and companies with ground telecommunication + +257 +00:16:50,430 --> 00:16:56,510 +lines. The people over there, they will say, if we + +258 +00:16:56,510 --> 00:16:59,930 +would like to hire salespersons, we do not + +259 +00:16:59,930 --> 00:17:05,830 +consider any salesperson to do anything except one + +260 +00:17:05,830 --> 00:17:08,730 +thing, which is this salesperson must be an engineer. + +261 +00:17:11,090 --> 00:17:14,890 +If they are engineers, they are going to succeed in + +262 +00:17:14,890 --> 00:17:17,490 +achieving our own profitability and our own sales. + +263 +00:17:18,830 --> 00:17:22,350 +If their function is then to do as an engineer, we + +264 +00:17:22,350 --> 00:17:26,700 +cannot hire them. The same thing here with IBM + +265 +00:17:26,700 --> 00:17:29,840 +which is manufacturing computers, as you know, and + +266 +00:17:29,840 --> 00:17:34,040 +the Xerox corporation, they are saying we cannot hire + +267 +00:17:34,040 --> 00:17:37,580 +any salesperson unless he or she is able to + +268 +00:17:37,580 --> 00:17:39,440 +provide something called service consultation. + +269 +00:17:41,880 --> 00:17:44,960 +If they are able to provide these things, then we + +270 +00:17:44,960 --> 00:17:49,740 +can hire them to be salespeople. So look at here, + +271 +00:17:50,360 --> 00:17:53,770 +what we can conclude from this example? We can + +272 +00:17:53,770 --> 00:17:58,050 +conclude one simple thing. First, this is going to + +273 +00:17:58,050 --> 00:18:02,170 +be in the exam. There is something called the one best + +274 +00:18:02,170 --> 00:18:07,630 +method approach to sales. Second, we are talking + +275 +00:18:07,630 --> 00:18:10,270 +about individual differences among firms and + +276 +00:18:10,270 --> 00:18:14,330 +companies. We were talking about individual + +277 +00:18:14,330 --> 00:18:16,670 +differences among human beings. The same thing + +278 +00:18:16,670 --> 00:18:23,520 +likewise is applicable to the firms. We are + +279 +00:18:23,520 --> 00:18:26,760 +talking about individual differences among firms. + +280 +00:18:28,240 --> 00:18:32,460 +So this fact of individual differences is forcing + +281 +00:18:32,460 --> 00:18:36,820 +the firms to adopt different approaches to sales + +282 +00:18:36,820 --> 00:18:40,280 +and different approaches to organizational + +283 +00:18:40,280 --> 00:18:44,420 +structures. So the organizational structure which + +284 +00:18:44,420 --> 00:18:48,000 +is applicable in that firm, it doesn't necessarily + +285 +00:18:48,000 --> 00:18:53,140 +mean it is going to succeed in our firm and so on. + +286 +00:18:54,380 --> 00:18:58,440 +So, what is our conclusion? Our conclusion is + +287 +00:18:58,440 --> 00:19:02,860 +summarized here. There is no one best way to + +288 +00:19:02,860 --> 00:19:07,670 +organize our sales force. But why? Because we are + +289 +00:19:07,670 --> 00:19:10,990 +talking about individual differences among firms + +290 +00:19:10,990 --> 00:19:15,070 +and companies. Firms and companies are not looking + +291 +00:19:15,070 --> 00:19:18,310 +alike each other. They are different. They are + +292 +00:19:18,310 --> 00:19:23,170 +different in so many things. So companies are + +293 +00:19:23,170 --> 00:19:26,230 +experimenting with many different forms in order + +294 +00:19:26,230 --> 00:19:30,630 +to compete for profitability. If this is the case, + +295 +00:19:30,870 --> 00:19:35,130 +then a company should start by examining its + +296 +00:19:35,130 --> 00:19:37,750 +customers and looking at its organizational form + +297 +00:19:37,750 --> 00:19:42,110 +from the customer's perspective. Each firm must + +298 +00:19:42,110 --> 00:19:47,230 +answer or address one issue, which is, who are our + +299 +00:19:47,230 --> 00:19:51,930 +customers? After that, we can think about building + +300 +00:19:51,930 --> 00:19:55,570 +a suitable organizational structure. But this is + +301 +00:19:55,570 --> 00:19:58,430 +considered to be the first step in building + +302 +00:19:58,430 --> 00:20:01,950 +an organizational structure. + +303 +00:20:03,750 --> 00:20:10,290 +Moving on. Now, we finish the formulas of the + +304 +00:20:10,290 --> 00:20:12,890 +organizational structures; we talked about the + +305 +00:20:12,890 --> 00:20:15,490 +generalist; we talked about the product + +306 +00:20:15,490 --> 00:20:18,590 +specialization; we talked about the customer + +307 +00:20:18,590 --> 00:20:22,230 +specialization; after a while, or before a while, we + +308 +00:20:22,230 --> 00:20:26,950 +talked about the functional structure; now we are + +309 +00:20:26,950 --> 00:20:29,090 +going to talk about the second part of this + +310 +00:20:29,090 --> 00:20:33,410 +chapter. With this second part, we will talk about + +311 +00:20:33,410 --> 00:20:36,210 +strategic account management programs. Look at here + +312 +00:20:36,210 --> 00:20:38,050 +now, listen. + +313 +00:20:42,690 --> 00:20:44,850 +If we are going to talk about organizational + +314 +00:20:44,850 --> 00:20:50,070 +structure for a while, what did we say? We said + +315 +00:20:50,070 --> 00:20:52,330 +technology changed the nature of the industry. + +316 +00:20:53,350 --> 00:20:55,350 +Farmers began to believe in something called mass + +317 +00:20:55,350 --> 00:20:59,270 +production. Mass production led to diverse and + +318 +00:20:59,270 --> 00:21:04,050 +complex goods and products. All these things began + +319 +00:21:04,050 --> 00:21:06,950 +to suggest that if we would like to organize our sales + +320 +00:21:06,950 --> 00:21:09,730 +staff members, our sales staff members should be + +321 +00:21:09,730 --> 00:21:15,500 +divided into two branches: salespersons who are + +322 +00:21:15,500 --> 00:21:19,320 +going to work in something called a regular sales + +323 +00:21:19,320 --> 00:21:23,360 +department; the second one, which is called the strategic + +324 +00:21:23,360 --> 00:21:31,160 +account department. Regular means it is a department which + +325 +00:21:31,160 --> 00:21:33,920 +is going to pay attention to and handle all the + +326 +00:21:33,920 --> 00:21:37,120 +affairs and the matters of regular customers, + +327 +00:21:37,120 --> 00:21:42,190 +ordinary customers. On the other hand, the + +328 +00:21:42,190 --> 00:21:46,070 +strategic account department refers to the department + +329 +00:21:46,070 --> 00:21:48,710 +and the salespersons who are going to deal with, + +330 +00:21:48,710 --> 00:21:52,630 +satisfy, and retain the most strategic customers, + +331 +00:21:52,790 --> 00:21:54,110 +the VIPs. + +332 +00:21:56,410 --> 00:21:59,010 +Somebody is going to say, why did companies begin to + +333 +00:21:59,010 --> 00:22:02,730 +think in this way? Because they concluded one fact + +334 +00:22:02,730 --> 00:22:07,640 +which is that the number or the size of the customer + +335 +00:22:07,640 --> 00:22:11,720 +does not always refer to the level of sales and to + +336 +00:22:11,720 --> 00:22:17,520 +the level of profitability. How? Look at here. In + +337 +00:22:17,520 --> 00:22:19,520 +the regular sales department, they are saying, imagine we are going + +338 +00:22:19,520 --> 00:22:24,180 +to have 100 customers. Which customer is going to + +339 +00:22:24,180 --> 00:22:27,560 +buy an item with a cost of one US + +340 +00:22:27,560 --> 00:22:32,230 +dollar. So the total sales is going to be 100. In + +341 +00:22:32,230 --> 00:22:34,170 +the strategic account department, we are going to talk about one + +342 +00:22:34,170 --> 00:22:37,990 +customer who is going to buy an item, and the cost + +343 +00:22:37,990 --> 00:22:42,410 +of this item is 1000 USD. So the total cost of + +344 +00:22:42,410 --> 00:22:45,650 +sales, or the total sales, is going to be 1000 USD. + +345 +00:22:46,710 --> 00:22:48,710 +But look at the customers here and look at the + +346 +00:22:48,710 --> 00:22:54,410 +customers over there. So they began saying, we + +347 +00:22:54,410 --> 00:22:58,930 +should not give priority always to the number + +348 +00:22:58,930 --> 00:23:03,740 +of customers. We should look for the quality + +349 +00:23:03,740 --> 00:23:07,640 +of the customer. When we are saying quality of the + +350 +00:23:07,640 --> 00:23:11,120 +customer, we mean whether he or she is strategic or non- + +351 +00:23:11,120 --> 00:23:17,440 +strategic. Okay, now listen here; we didn't finish + +352 +00:23:17,440 --> 00:23:21,960 +yet. The companies asked themselves another question; + +353 +00:23:21,960 --> 00:23:26,920 +they said if we would like to succeed in managing + +354 +00:23:26,920 --> 00:23:32,800 +a strategic account management program, we need + +355 +00:23:32,800 --> 00:23:36,520 +further requirements, and the strongest requirement + +356 +00:23:36,520 --> 00:23:38,080 +is to address this question: + +357 +00:23:45,800 --> 00:23:50,400 +How to select the customer? The mechanism of the + +358 +00:23:50,400 --> 00:23:53,740 +selection of the customer. Somebody is going to + +359 +00:23:53,740 --> 00:23:58,220 +wonder why? Look at this. If the selection of the + +360 +00:23:58,220 --> 00:24:00,840 +customer, whether he or she is regular or + +361 +00:24:00,840 --> 00:24:05,120 +strategic, wasn't done in a very intelligent and + +362 +00:24:05,120 --> 00:24:08,720 +smart way, we are going to have a very bad, + +363 +00:24:09,000 --> 00:24:10,640 +dangerous result on the performance of the sales + +364 +00:24:10,640 --> 00:24:15,440 +agency. How? Look at here. The wrong selection + +365 +00:24:15,440 --> 00:24:19,800 +might lead to an increased number of customers. + +366 +00:24:21,310 --> 00:24:23,250 +This increased number of customers who are + +367 +00:24:23,250 --> 00:24:25,550 +classified as strategic, but in fact they are + +368 +00:24:25,550 --> 00:24:29,670 +not strategic, is going to lead to increased + +369 +00:24:29,670 --> 00:24:30,650 +work pressure. + +370 +00:24:33,810 --> 00:24:36,290 +This increased work pressure on the staff + +371 +00:24:36,290 --> 00:24:37,870 +members who are working in the strategic account department + +372 +00:24:37,870 --> 00:24:44,270 +is going to lead, by the end, to a lower + +373 +00:24:44,270 --> 00:24:51,360 +level of service. Why? We cannot satisfy every + +374 +00:24:51,360 --> 00:24:54,500 +strategic account because of their large and huge + +375 +00:24:54,500 --> 00:24:59,180 +number. This might lead, as Haneen said, might push + +376 +00:24:59,180 --> 00:25:03,020 +the management to increase what? The cost by + +377 +00:25:03,020 --> 00:25:07,000 +hiring extra staff members. Because of this, what + +378 +00:25:07,000 --> 00:25:12,080 +are we saying? Selection is very important. We must + +379 +00:25:12,080 --> 00:25:16,020 +select the right customer to be a realistic + +380 +00:25:16,020 --> 00:25:19,740 +strategic account. Or if your selection is wrong, + +381 +00:25:20,260 --> 00:25:22,740 +the results and the consequences are going to be + +382 +00:25:22,740 --> 00:25:26,020 +devastating. Not only devastating, but destructive. + +383 +00:25:27,420 --> 00:25:31,920 +Clear? Let's summarize this. Now this is + +384 +00:25:31,920 --> 00:25:36,240 +summarized here. Look, regardless of whether the + +385 +00:25:36,240 --> 00:25:38,560 +sales force consists of specialists or + +386 +00:25:38,560 --> 00:25:41,940 +generalists, one of the most significant changes + +387 +00:25:41,940 --> 00:25:45,840 +now occurring in marketing is that many + +388 +00:25:45,840 --> 00:25:49,940 +organizations are finding it necessary to develop + +389 +00:25:49,940 --> 00:25:53,120 +a strategic account management program in addition + +390 +00:25:53,120 --> 00:25:58,100 +to their regular sales force. Because of this, + +391 +00:25:58,180 --> 00:26:02,190 +what did we say? Strategic account management. A strategic + +392 +00:26:02,190 --> 00:26:05,690 +account management program is more than a selling + +393 +00:26:05,690 --> 00:26:09,530 +strategy. We are not only doing work which is + +394 +00:26:09,530 --> 00:26:12,770 +called selling, but it is a marketing philosophy, + +395 +00:26:13,810 --> 00:26:17,150 +which means it is directed at a select group of + +396 +00:26:17,150 --> 00:26:21,210 +customers that account for a proportionally + +397 +00:26:21,750 --> 00:26:25,660 +large share of the seller's total revenues. This is + +398 +00:26:25,660 --> 00:26:28,280 +the meaning of: one customer versus one hundred + +399 +00:26:28,280 --> 00:26:31,460 +customers, but over there the sales volume or the + +400 +00:26:31,460 --> 00:26:34,720 +profitability is less than here, even though the + +401 +00:26:34,720 --> 00:26:38,900 +number of customers is greater. So, to succeed + +402 +00:26:38,900 --> 00:26:44,340 +(This is a typo: to succeed, not to success) + +403 +00:26:44,340 --> 00:26:48,180 +So, to succeed in managing a new strategic account + +404 +00:26:48,180 --> 00:26:53,130 +you should address two issues: account + +405 +00:26:53,130 --> 00:26:55,750 +selection, and second is organizational + +406 +00:26:55,750 --> 00:27:00,710 +structure selection. Now let's conclude the class by + +407 +00:27:00,710 --> 00:27:04,550 +discussing the first item, which is selection. + +408 +00:27:07,190 --> 00:27:11,670 +Now this slide also summarizes what we said + +409 +00:27:11,670 --> 00:27:17,530 +regarding the different, or the devastating results + +410 +00:27:17,530 --> 00:27:20,690 +which might happen because of the wrong mechanism + +411 +00:27:20,690 --> 00:27:24,340 +of selection. Strategic account selection. Which + +412 +00:27:24,340 --> 00:27:26,580 +customer should be treated as a strategic account? + +413 +00:27:27,640 --> 00:27:30,480 +Many companies choose too many accounts to + +414 +00:27:30,480 --> 00:27:33,240 +participate in the program. To participate means + +415 +00:27:33,240 --> 00:27:37,240 +to include them as strategic accounts, but in fact they + +416 +00:27:37,240 --> 00:27:38,760 +are not strategic. + +417 +00:27:41,100 --> 00:27:45,200 +Resulting in, or leading to, an overwork + +418 +00:27:45,200 --> 00:27:49,080 +situation for the sales force. And this is what? The pressure of + +419 +00:27:49,080 --> 00:27: + +445 +00:29:31,390 --> 00:29:35,170 +contrast among the two regarding three items. Item + +446 +00:29:35,170 --> 00:29:38,690 +number one, business plan duration. Item number + +447 +00:29:38,690 --> 00:29:41,050 +two, the structure of the business plan. Item + +448 +00:29:41,050 --> 00:29:44,510 +number three, who are involved, who are the staff + +449 +00:29:44,510 --> 00:29:46,710 +members who are responsible for performing the + +450 +00:29:46,710 --> 00:29:52,580 +work, which means personnel involvement. In the + +451 +00:29:52,580 --> 00:29:56,420 +regular, their work will be done according to a + +452 +00:29:56,420 --> 00:30:00,100 +business plan whose duration is between three up + +453 +00:30:00,100 --> 00:30:02,840 +to six months. But in the strategic, we are + +454 +00:30:02,840 --> 00:30:06,340 +talking about years rather than months. Another + +455 +00:30:06,340 --> 00:30:08,820 +difference, the structure of the business plan + +456 +00:30:08,820 --> 00:30:13,660 +here, they are adopting and working according to + +457 +00:30:13,660 --> 00:30:17,460 +tactics, tactical plan, operational plan, short + +458 +00:30:17,460 --> 00:30:22,420 +term, daily or weekly. But over there, we are + +459 +00:30:22,420 --> 00:30:25,100 +making our work according to strategic plans. + +460 +00:30:25,720 --> 00:30:27,980 +Because the strategic plans, they are going to be + +461 +00:30:27,980 --> 00:30:31,480 +the path for achieving two things, growth and + +462 +00:30:31,480 --> 00:30:35,460 +profitability. The third and the final difference + +463 +00:30:35,460 --> 00:30:39,760 +between the two approaches, for the personnel, we + +464 +00:30:39,760 --> 00:30:42,680 +are talking about ordinary sales representatives. + +465 +00:30:45,740 --> 00:30:49,890 +Reps means representatives. Sales representatives + +466 +00:30:49,890 --> 00:30:52,230 +who are going to be responsible for finalizing + +467 +00:30:52,230 --> 00:30:55,710 +everything related to sales. But in the strategic, + +468 +00:30:56,190 --> 00:30:59,790 +the situation is different. Exactly, Fatima, we are + +469 +00:30:59,790 --> 00:31:03,210 +talking about senior management from both + +470 +00:31:03,210 --> 00:31:07,130 +companies. When we are saying both companies, the + +471 +00:31:07,130 --> 00:31:11,290 +seller and the buyer. So the senior management are + +472 +00:31:11,290 --> 00:31:15,010 +going to finalize all the transactions which are + +473 +00:31:15,010 --> 00:31:18,900 +related to strategic accounts, rather than + +474 +00:31:18,900 --> 00:31:24,420 +ordinary sales persons or representatives. So are + +475 +00:31:24,420 --> 00:31:28,940 +they different in the duration and in the structure + +476 +00:31:28,940 --> 00:31:31,460 +and in the personnel? Yes, they are + +477 +00:31:31,460 --> 00:31:34,920 +different. Any question or comments about this? + +478 +00:31:36,380 --> 00:31:39,780 +Okay, next time we will go on with chapter number + +479 +00:31:39,780 --> 00:31:40,920 +6. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2pbcy5RM2d8_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2pbcy5RM2d8_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..5589c7fd1a94d8f2d32153767c7760b2872f000e --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2pbcy5RM2d8_postprocess.srt @@ -0,0 +1,1916 @@ +1 +00:00:20,910 --> 00:00:25,950 +Good morning. Okay, last week we were talking + +2 +00:00:25,950 --> 00:00:28,670 +about three models to organize our sales force. + +3 +00:00:30,170 --> 00:00:34,890 +One of these organizational structure was named by + +4 +00:00:34,890 --> 00:00:39,090 +or is named by generalist structure. The second + +5 +00:00:39,090 --> 00:00:42,690 +was the product specialization model. The third + +6 +00:00:42,690 --> 00:00:46,510 +was customer specialization model. Today, + +7 +00:00:46,610 --> 00:00:49,370 +inshallah, we are going to review and discuss the + +8 +00:00:49,370 --> 00:00:53,590 +final model. this final model it is called the + +9 +00:00:53,590 --> 00:00:58,570 +functional specialization model now listen the + +10 +00:00:58,570 --> 00:01:02,250 +functional specialization model it is coming from + +11 +00:01:02,250 --> 00:01:05,690 +the word function it is coming from the word + +12 +00:01:05,690 --> 00:01:10,690 +function when we are referring to the function we + +13 +00:01:10,690 --> 00:01:13,530 +are referring mainly to the nature of the + +14 +00:01:13,530 --> 00:01:18,000 +activities and the tasks which will be performed + +15 +00:01:18,000 --> 00:01:23,760 +by the sales force by the sales force. So once + +16 +00:01:23,760 --> 00:01:25,860 +again the functional model it is founded on the + +17 +00:01:25,860 --> 00:01:30,980 +word which is called function. A function if we + +18 +00:01:30,980 --> 00:01:33,940 +would like to analyze this word we are going to + +19 +00:01:33,940 --> 00:01:35,920 +refer to the tasks activities. + +20 +00:01:38,990 --> 00:01:43,890 +which each salesperson must do while performing + +21 +00:01:43,890 --> 00:01:50,510 +his or her work in the sales team. Now the fourth + +22 +00:01:50,510 --> 00:01:54,970 +model which is called the functional model it + +23 +00:01:54,970 --> 00:01:59,070 +comes to be performed and implemented in the sales + +24 +00:01:59,070 --> 00:02:02,870 +science because of one changes or one of the most + +25 +00:02:02,870 --> 00:02:05,710 +important changes which happened in the human + +26 +00:02:05,710 --> 00:02:12,790 +life. which is firms began to be more complex, + +27 +00:02:13,110 --> 00:02:17,450 +began to be more complicated. Also, they began to + +28 +00:02:17,450 --> 00:02:19,430 +adopt something called mass production. + +29 +00:02:22,730 --> 00:02:24,370 +Mass production. + +30 +00:02:26,430 --> 00:02:31,030 +This mass production, here we are talking about + +31 +00:02:31,030 --> 00:02:35,710 +its huge size. We are talking about its own + +32 +00:02:35,710 --> 00:02:39,100 +complexity. Also, we are talking about a third + +33 +00:02:39,100 --> 00:02:40,640 +thing which is called diversity. + +34 +00:02:43,600 --> 00:02:45,900 +Diversity, as you know, we are referring to the + +35 +00:02:45,900 --> 00:02:50,320 +word difference. Thank you. The word difference. + +36 +00:02:51,640 --> 00:02:56,260 +Now, because of the technology, because of the + +37 +00:02:56,260 --> 00:02:59,280 +information technology, firms and companies began + +38 +00:02:59,280 --> 00:03:02,190 +to adopt something called mass production. This + +39 +00:03:02,190 --> 00:03:05,930 +massive production, it was very huge, also it was + +40 +00:03:05,930 --> 00:03:09,370 +very complex and finally it was very diverse and + +41 +00:03:09,370 --> 00:03:13,630 +different. Somebody is going to wonder, so what? + +42 +00:03:14,090 --> 00:03:16,770 +So what we are going to talk about different thing + +43 +00:03:16,770 --> 00:03:21,310 +which is all these things motivated or pushed the + +44 +00:03:21,310 --> 00:03:25,890 +human beings to enrich their own skills and to + +45 +00:03:25,890 --> 00:03:31,660 +enrich their own knowledge. In other words, If we + +46 +00:03:31,660 --> 00:03:34,500 +are going to talk about a sales force or a sales + +47 +00:03:34,500 --> 00:03:38,820 +staff member, we could not bear the fact that we + +48 +00:03:38,820 --> 00:03:42,020 +are going to hire one salesperson who is going to + +49 +00:03:42,020 --> 00:03:46,740 +understand or carry all this big size and + +50 +00:03:46,740 --> 00:03:49,920 +different levels of skills and knowledge about the + +51 +00:03:49,920 --> 00:03:52,580 +products and the goods which organizations are + +52 +00:03:52,580 --> 00:03:57,720 +selling. So they said, why we shouldn't divide the + +53 +00:03:57,720 --> 00:04:00,660 +tasks and responsibilities, and divide the skills + +54 +00:04:00,660 --> 00:04:03,980 +and knowledge, and let's hire each person + +55 +00:04:03,980 --> 00:04:07,040 +according to the nature of the function which he + +56 +00:04:07,040 --> 00:04:14,360 +or she should do. So later on, they began saying, + +57 +00:04:16,140 --> 00:04:20,080 +any sales staff member, we are going to find sales + +58 +00:04:20,080 --> 00:04:22,380 +staff member who will understand something called + +59 +00:04:22,380 --> 00:04:27,010 +or related to accounting. Others are specialized + +60 +00:04:27,010 --> 00:04:28,830 +in training, + +61 +00:04:31,590 --> 00:04:38,190 +a third in investment, a fourth in consultation, + +62 +00:04:40,750 --> 00:04:44,810 +a fifth in engineering and so on. + +63 +00:04:47,590 --> 00:04:50,740 +So if you are going to look at these words, You + +64 +00:04:50,740 --> 00:04:53,840 +are going to say that they are or they could be + +65 +00:04:53,840 --> 00:04:57,120 +summarized by one word which is the nature of the + +66 +00:04:57,120 --> 00:05:01,780 +function. In other words, the functional + +67 +00:05:01,780 --> 00:05:05,940 +specialization structure is saying if a person + +68 +00:05:05,940 --> 00:05:09,620 +under the sales staff member is specialized in + +69 +00:05:09,620 --> 00:05:13,840 +accounting, this person we cannot transfer him to + +70 +00:05:13,840 --> 00:05:17,880 +do the consultation work within the team. The vice + +71 +00:05:17,880 --> 00:05:23,810 +versa is correct. Why? His brain is mastering the + +72 +00:05:23,810 --> 00:05:25,850 +skills and knowledge which is related to the + +73 +00:05:25,850 --> 00:05:29,730 +function of accounting. The same thing happened. + +74 +00:05:32,210 --> 00:05:34,790 +So according to the functional specialization + +75 +00:05:34,790 --> 00:05:38,090 +structure, substitution isn't an easy task. + +76 +00:05:40,050 --> 00:05:43,890 +Substitution isn't an easy task. So let's + +77 +00:05:43,890 --> 00:05:46,430 +summarize what we said. So the functional + +78 +00:05:46,430 --> 00:05:48,630 +specialization, it focuses on the activities of + +79 +00:05:48,630 --> 00:05:51,330 +the function performed by customer contact people. + +80 +00:05:52,090 --> 00:05:54,930 +Now, the product and the market heterogeneity, + +81 +00:05:55,270 --> 00:06:00,430 +diversity, difference, and complexity may require + +82 +00:06:00,430 --> 00:06:04,410 +a diverse set of skills and knowledge used for + +83 +00:06:04,410 --> 00:06:08,880 +large global organizations. So what we can + +84 +00:06:08,880 --> 00:06:12,280 +conclude here? We can conclude that the nature of + +85 +00:06:12,280 --> 00:06:15,520 +production has changed. We began talking about + +86 +00:06:15,520 --> 00:06:18,420 +mass production. We began talking about massive + +87 +00:06:18,420 --> 00:06:21,120 +skills, massive knowledge. These massive skills + +88 +00:06:21,120 --> 00:06:25,540 +and knowledge cannot be absorbed by one brain. So + +89 +00:06:25,540 --> 00:06:29,780 +we need what? We need specialized sales persons + +90 +00:06:29,780 --> 00:06:36,530 +who will master one function. who will master one + +91 +00:06:36,530 --> 00:06:40,150 +function. This is reminding us with what we + +92 +00:06:40,150 --> 00:06:43,710 +studied in business essential number one, the + +93 +00:06:43,710 --> 00:06:48,630 +vision of work and specialization. So all these + +94 +00:06:48,630 --> 00:06:50,970 +things are related to the functional + +95 +00:06:50,970 --> 00:06:54,810 +specialization structure. Go on. Let's give + +96 +00:06:54,810 --> 00:06:58,490 +example for the organizational structure. Now if + +97 +00:06:58,490 --> 00:07:01,030 +you are going to look at this example, we are + +98 +00:07:01,030 --> 00:07:01,890 +going to see the following. + +99 +00:07:05,010 --> 00:07:08,610 +This is an example for a functional specialization + +100 +00:07:08,610 --> 00:07:11,070 +model. At the top, we are talking about the visual + +101 +00:07:11,070 --> 00:07:14,130 +marketing manager. In the second lower level, we + +102 +00:07:14,130 --> 00:07:17,710 +are talking about industry sales manager. Where we + +103 +00:07:17,710 --> 00:07:19,910 +are talking about the system manager. Over there, + +104 +00:07:19,930 --> 00:07:21,870 +we are talking about administrative manager. Look + +105 +00:07:21,870 --> 00:07:24,810 +at here. The function here is related to the + +106 +00:07:24,810 --> 00:07:28,010 +industry. The function here is related to the + +107 +00:07:28,010 --> 00:07:30,270 +system. The function here is related to + +108 +00:07:30,270 --> 00:07:35,100 +administration. Later on these things also they + +109 +00:07:35,100 --> 00:07:38,080 +are subdivided according to more specific + +110 +00:07:38,080 --> 00:07:41,440 +functions. So in this industry we began talking + +111 +00:07:41,440 --> 00:07:45,340 +about account executives which means sales + +112 +00:07:45,340 --> 00:07:48,680 +persons. They are the sales persons who are going + +113 +00:07:48,680 --> 00:07:51,900 +to interact with the customers. But later on here + +114 +00:07:51,900 --> 00:07:55,100 +we are talking about what? People who are + +115 +00:07:55,100 --> 00:07:57,920 +mastering or functioning or working in the + +116 +00:07:57,920 --> 00:08:01,420 +technical support team. Over there we are talking + +117 +00:08:01,420 --> 00:08:06,570 +about training and installation. So the + +118 +00:08:06,570 --> 00:08:08,810 +distribution and organization of the structure is + +119 +00:08:08,810 --> 00:08:11,570 +founded on the function which the salesperson is + +120 +00:08:11,570 --> 00:08:16,010 +performing. So if the person is working in the + +121 +00:08:16,010 --> 00:08:18,830 +field of training or installation, we cannot + +122 +00:08:18,830 --> 00:08:24,170 +transfer them or her to work as a salesperson. The + +123 +00:08:24,170 --> 00:08:26,790 +person who is working as a salesperson cannot + +124 +00:08:26,790 --> 00:08:30,530 +transfer to do or to provide technical support. + +125 +00:08:30,610 --> 00:08:35,370 +They cannot do that. Why? This is the skill and + +126 +00:08:35,370 --> 00:08:37,810 +the knowledge which they are understanding. This + +127 +00:08:37,810 --> 00:08:40,330 +is their own business. This is their own function. + +128 +00:08:40,670 --> 00:08:44,650 +This is their nature of work. Because of this, as + +129 +00:08:44,650 --> 00:08:47,430 +we said before, substitution isn't uneasy + +130 +00:08:47,430 --> 00:08:50,490 +according to the ideology of the functional + +131 +00:08:50,490 --> 00:08:57,030 +specialization structure. Clear? Go on. Let's sum + +132 +00:08:57,030 --> 00:09:00,090 +up the advantages and disadvantages of this model. + +133 +00:09:00,230 --> 00:09:04,760 +Now, look at her. We are going to talk about two + +134 +00:09:04,760 --> 00:09:07,600 +major advantages. Number one, more functional + +135 +00:09:07,600 --> 00:09:12,680 +focus, as we said. So it is founded, it is focused + +136 +00:09:12,680 --> 00:09:16,300 +on the function or the activity, which this person + +137 +00:09:16,300 --> 00:09:21,040 +is doing. If this is an advantage, it will lead to + +138 +00:09:21,040 --> 00:09:24,120 +another advantage, which means they will be able + +139 +00:09:24,120 --> 00:09:27,060 +to diagnose a problem easily and to solve it + +140 +00:09:27,060 --> 00:09:30,100 +easily. Because of this, we are talking about a + +141 +00:09:30,100 --> 00:09:33,280 +second advantage, which is it gives us the ability + +142 +00:09:33,280 --> 00:09:37,340 +to provide a problem solution. Because each person + +143 +00:09:37,340 --> 00:09:40,340 +is mastering the function which he or she is + +144 +00:09:40,340 --> 00:09:44,680 +doing. So in this case, any problem which they are + +145 +00:09:44,680 --> 00:09:47,580 +going to encounter while they are selling, it is + +146 +00:09:47,580 --> 00:09:50,800 +easy to be diagnosed or it is easy to be solved. + +147 +00:09:52,840 --> 00:09:55,160 +But on the other hand, we are talking about + +148 +00:09:55,160 --> 00:09:58,610 +disadvantages also. The biggest disadvantage is + +149 +00:09:58,610 --> 00:10:02,210 +the following, it may conflict with the personal + +150 +00:10:02,210 --> 00:10:04,450 +staff members who are working in marketing. + +151 +00:10:07,950 --> 00:10:13,010 +If we are going to organize our sales force + +152 +00:10:13,010 --> 00:10:17,310 +according to the functional model, + +153 +00:10:19,450 --> 00:10:23,010 +we said one of the functions might be for example + +154 +00:10:23,010 --> 00:10:27,170 +training. In other words, we are referring to the + +155 +00:10:27,170 --> 00:10:31,410 +sales persons who are training the customers how + +156 +00:10:31,410 --> 00:10:34,190 +to perform or deal with an instrument or good or + +157 +00:10:34,190 --> 00:10:37,550 +product. If you are going to think of this + +158 +00:10:37,550 --> 00:10:41,150 +training item, it might be done by another + +159 +00:10:41,150 --> 00:10:45,030 +personnel who is working in the marketing + +160 +00:10:45,030 --> 00:10:45,770 +department. + +161 +00:10:48,530 --> 00:10:52,010 +With this here, we are talking about what? Sales + +162 +00:10:52,010 --> 00:10:55,690 +department. So we are talking about something + +163 +00:10:55,690 --> 00:10:57,770 +called duplications. + +164 +00:11:00,840 --> 00:11:04,420 +Which means the training part it is done or + +165 +00:11:04,420 --> 00:11:07,500 +performed by the people who are working in the + +166 +00:11:07,500 --> 00:11:09,860 +sales department founded or structured on + +167 +00:11:09,860 --> 00:11:13,860 +functional model. And the same task it is done by + +168 +00:11:13,860 --> 00:11:16,880 +a personal staff member who are working in + +169 +00:11:16,880 --> 00:11:20,280 +marketing department. Is this a duplication? Yes. + +170 +00:11:20,700 --> 00:11:23,140 +Is it a waste of resources? Yes. Is it a waste of + +171 +00:11:23,140 --> 00:11:26,420 +time? Yes. Is it a waste of cost? Yes. Because of + +172 +00:11:26,420 --> 00:11:28,720 +this, this is considered to be one of the + +173 +00:11:28,720 --> 00:11:32,290 +disadvantages. A second thing which is more + +174 +00:11:32,290 --> 00:11:35,190 +expensive. Somebody is going to say why it is more + +175 +00:11:35,190 --> 00:11:38,930 +expensive? Simply because the senior management of + +176 +00:11:38,930 --> 00:11:41,330 +the sales organization, they are paying for + +177 +00:11:41,330 --> 00:11:45,710 +brains, they are paying for skills, they are + +178 +00:11:45,710 --> 00:11:49,090 +paying for knowledge. So if the knowledge of this + +179 +00:11:49,090 --> 00:11:51,590 +salesperson is going to be missed, how it is going + +180 +00:11:51,590 --> 00:11:54,390 +to be missed? The sales staff member decided to + +181 +00:11:54,390 --> 00:11:58,010 +retire or decided to resign. So how are we going + +182 +00:11:58,010 --> 00:12:01,740 +to substitute him or her? It isn't that easy. Why? + +183 +00:12:01,920 --> 00:12:05,680 +We cannot just simply transfer one person working + +184 +00:12:05,680 --> 00:12:08,440 +in another function and tell him or her, Wallah + +185 +00:12:08,440 --> 00:12:12,400 +please come and we are going to bless you in this + +186 +00:12:12,400 --> 00:12:18,040 +function. Is he going to do the work? We are not + +187 +00:12:18,040 --> 00:12:20,620 +expecting this to happen easily. So what we are + +188 +00:12:20,620 --> 00:12:24,230 +going to do, We are going to hire for a new staff + +189 +00:12:24,230 --> 00:12:26,950 +member who are having similar technical knowledge + +190 +00:12:26,950 --> 00:12:29,910 +and skill. Is this a very time-consuming? Of + +191 +00:12:29,910 --> 00:12:32,890 +course. And every day which is going to pass and + +192 +00:12:32,890 --> 00:12:35,570 +the firm doesn't have the suitable person, this is + +193 +00:12:35,570 --> 00:12:40,550 +considered to be what? A loss. And later on, if + +194 +00:12:40,550 --> 00:12:42,870 +you are going to hunt down a qualified person, + +195 +00:12:43,530 --> 00:12:47,450 +this person might reject your offer, asking for a + +196 +00:12:47,450 --> 00:12:50,540 +higher level of compensation. In this case, do you + +197 +00:12:50,540 --> 00:12:53,060 +think the senior management is going to yield to + +198 +00:12:53,060 --> 00:12:55,660 +the willing of this person? Yes. What's the + +199 +00:12:55,660 --> 00:12:58,840 +meaning of yield? Of course. + +200 +00:13:00,480 --> 00:13:04,040 +Because of this, we are saying more expensive. + +201 +00:13:04,180 --> 00:13:06,940 +These are the two disadvantages. Any questions, + +202 +00:13:07,080 --> 00:13:09,020 +any comments about the functional structure model? + +203 +00:13:10,520 --> 00:13:15,160 +Now, look at here. Let's give realistic examples. + +204 +00:13:17,390 --> 00:13:19,770 +Over here, we are talking about functional + +205 +00:13:19,770 --> 00:13:23,850 +specialization. Look at the alternatives which are + +206 +00:13:23,850 --> 00:13:28,870 +experimented by different firms. Over here, we are + +207 +00:13:28,870 --> 00:13:32,490 +listing some of the American companies. One of + +208 +00:13:32,490 --> 00:13:35,830 +them is called American Express. This American + +209 +00:13:35,830 --> 00:13:39,270 +company is specialized in shipment. Letters, + +210 +00:13:39,410 --> 00:13:42,950 +envelopes, shipments and so on. The American + +211 +00:13:42,950 --> 00:13:46,190 +Express along with Gillette which is responsible + +212 +00:13:46,190 --> 00:13:49,930 +for producing the shaving equipment, they are + +213 +00:13:49,930 --> 00:13:54,970 +saying, we are not going to hire any sales persons + +214 +00:13:54,970 --> 00:13:59,030 +except those who are able to attract new + +215 +00:13:59,030 --> 00:13:59,910 +customers. + +216 +00:14:02,110 --> 00:14:05,950 +Somebody is going to say, so the function of this + +217 +00:14:05,950 --> 00:14:09,630 +sales person is to hire or to hunt a new customer. + +218 +00:14:10,290 --> 00:14:14,530 +Is this right? It's right. Let's go on in this + +219 +00:14:14,530 --> 00:14:18,170 +sentence, analyze its meaning. What does it mean? + +220 +00:14:19,310 --> 00:14:22,510 +It means persons who are able to catch the heart + +221 +00:14:22,510 --> 00:14:25,810 +and the brains and the eyes of people who are + +222 +00:14:25,810 --> 00:14:30,450 +going to meet them for the first time. This is the + +223 +00:14:30,450 --> 00:14:35,110 +secret for hiring or recruiting new customers. + +224 +00:14:35,490 --> 00:14:39,930 +How? They will say, let's look at the character of + +225 +00:14:39,930 --> 00:14:43,880 +our sales people. And let's see how they are + +226 +00:14:43,880 --> 00:14:49,820 +approaching new people. If they are able to leave + +227 +00:14:49,820 --> 00:14:53,800 +a good impression for them, then this is the + +228 +00:14:53,800 --> 00:14:56,700 +answer or this is the right staff member whom we + +229 +00:14:56,700 --> 00:15:02,060 +should hire. If they are not, this means we cannot + +230 +00:15:02,060 --> 00:15:07,660 +hire them as salesperson. So the function of this + +231 +00:15:07,660 --> 00:15:09,880 +salesperson according to the American Express + +232 +00:15:09,880 --> 00:15:15,400 +Angelette is to attract customers by your face, + +233 +00:15:16,060 --> 00:15:21,140 +your words and your method of communication. Over + +234 +00:15:21,140 --> 00:15:23,100 +there, we are talking about Browning Ferris + +235 +00:15:23,100 --> 00:15:27,920 +Industries. They are saying, we are not able or we + +236 +00:15:27,920 --> 00:15:31,840 +do not care about new customers. They are saying, + +237 +00:15:32,480 --> 00:15:37,460 +our sales persons, they must be able to retain our + +238 +00:15:37,460 --> 00:15:43,260 +customers. have again by different techniques of + +239 +00:15:43,260 --> 00:15:45,540 +communication and assistance and coordination. + +240 +00:15:46,700 --> 00:15:49,160 +This is considered to be the key for our own + +241 +00:15:49,160 --> 00:15:53,440 +profitability. Other firms they are saying like + +242 +00:15:53,440 --> 00:15:56,100 +Lexmark International they are saying we do not + +243 +00:15:56,100 --> 00:16:00,060 +care about the new customers and we do not take or + +244 +00:16:00,060 --> 00:16:03,700 +we do not take care or care about the functions of + +245 +00:16:03,700 --> 00:16:06,900 +the salesperson for retaining our customers. We + +246 +00:16:06,900 --> 00:16:09,760 +are looking for customers who are going to do one + +247 +00:16:09,760 --> 00:16:12,900 +simple function which is to satisfy the end users + +248 +00:16:12,900 --> 00:16:18,920 +of our product. Their function is to satisfy the + +249 +00:16:18,920 --> 00:16:21,940 +end users of our product. This is the key of our + +250 +00:16:21,940 --> 00:16:26,880 +sales and profitability. But other firms like 3M + +251 +00:16:26,880 --> 00:16:30,920 +and AT&T. AT&T is considered to be the first + +252 +00:16:30,920 --> 00:16:35,750 +American ground telecommunication in America. Its + +253 +00:16:35,750 --> 00:16:39,190 +age is more than 100 years. Its age is more than + +254 +00:16:39,190 --> 00:16:43,210 +one century. It is the first American company + +255 +00:16:43,210 --> 00:16:46,950 +which began providing American citizens, families + +256 +00:16:46,950 --> 00:16:50,430 +and companies with a ground telecommunication + +257 +00:16:50,430 --> 00:16:56,510 +lines. The people over there, they will say, if we + +258 +00:16:56,510 --> 00:16:59,930 +would like to hire sales persons, we do not + +259 +00:16:59,930 --> 00:17:05,830 +consider Any salesperson to do anything except one + +260 +00:17:05,830 --> 00:17:08,730 +thing, which is this salesperson must be engineer. + +261 +00:17:11,090 --> 00:17:14,890 +If they are engineer, they are going to succeed in + +262 +00:17:14,890 --> 00:17:17,490 +achieving our own profitability and our own sales. + +263 +00:17:18,830 --> 00:17:22,350 +If their function is then to do as an engineer, we + +264 +00:17:22,350 --> 00:17:26,700 +cannot hire them. The same thing here with IBM + +265 +00:17:26,700 --> 00:17:29,840 +which is manufacturing computers as you know and + +266 +00:17:29,840 --> 00:17:34,040 +Mixon corporation, they are saying we cannot hire + +267 +00:17:34,040 --> 00:17:37,580 +any salesperson unless he or she is able to + +268 +00:17:37,580 --> 00:17:39,440 +provide something called service consultation. + +269 +00:17:41,880 --> 00:17:44,960 +If they are able to provide these things, then we + +270 +00:17:44,960 --> 00:17:49,740 +can hire them to be salesperson. So look at here, + +271 +00:17:50,360 --> 00:17:53,770 +what we can conclude from this example? We can + +272 +00:17:53,770 --> 00:17:58,050 +conclude one simple thing. First, this is going to + +273 +00:17:58,050 --> 00:18:02,170 +be in the exam. There is something called one best + +274 +00:18:02,170 --> 00:18:07,630 +method approach of sales. Second, we are talking + +275 +00:18:07,630 --> 00:18:10,270 +about individual differences among firms and + +276 +00:18:10,270 --> 00:18:14,330 +companies. We were talking about individual + +277 +00:18:14,330 --> 00:18:16,670 +differences among human beings. The same thing + +278 +00:18:16,670 --> 00:18:23,520 +likewise is applicable on the firms. We are + +279 +00:18:23,520 --> 00:18:26,760 +talking about individual differences among firms. + +280 +00:18:28,240 --> 00:18:32,460 +So this fact of individual differences is forcing + +281 +00:18:32,460 --> 00:18:36,820 +the firms to adopt different approaches of sales + +282 +00:18:36,820 --> 00:18:40,280 +and different approaches of organizational + +283 +00:18:40,280 --> 00:18:44,420 +structures. So the organizational structure which + +284 +00:18:44,420 --> 00:18:48,000 +is applicable in that firm it doesn't necessarily + +285 +00:18:48,000 --> 00:18:53,140 +mean it is going to succeed in our firm and so on. + +286 +00:18:54,380 --> 00:18:58,440 +So, what is our conclusion? Our conclusion is + +287 +00:18:58,440 --> 00:19:02,860 +summarized here. There is no one best way to + +288 +00:19:02,860 --> 00:19:07,670 +organize our sales force. But why? Because we are + +289 +00:19:07,670 --> 00:19:10,990 +talking about individual differences among firms + +290 +00:19:10,990 --> 00:19:15,070 +and companies. Firms and companies are not looking + +291 +00:19:15,070 --> 00:19:18,310 +like each other. They are different. They are + +292 +00:19:18,310 --> 00:19:23,170 +different in so many things. So companies are + +293 +00:19:23,170 --> 00:19:26,230 +experimenting with many different forms in order + +294 +00:19:26,230 --> 00:19:30,630 +to compete in profitability. If this is the case, + +295 +00:19:30,870 --> 00:19:35,130 +then a company should start by examining its + +296 +00:19:35,130 --> 00:19:37,750 +customers and looking at its organizational form + +297 +00:19:37,750 --> 00:19:42,110 +with the customer's perspective. Each firm must + +298 +00:19:42,110 --> 00:19:47,230 +answer or address one issue, which is, who are our + +299 +00:19:47,230 --> 00:19:51,930 +customers? After that, we can think about building + +300 +00:19:51,930 --> 00:19:55,570 +a suitable organizational structure. But this is + +301 +00:19:55,570 --> 00:19:58,430 +considered to be what the first step in building + +302 +00:19:58,430 --> 00:20:01,950 +OS, organizational structure. + +303 +00:20:03,750 --> 00:20:10,290 +Move on. Now, we finish the formulas of the + +304 +00:20:10,290 --> 00:20:12,890 +organizational structures we talked about the + +305 +00:20:12,890 --> 00:20:15,490 +generalist we talked about the product + +306 +00:20:15,490 --> 00:20:18,590 +specialization we talked about the customer + +307 +00:20:18,590 --> 00:20:22,230 +specialization after a while or before a while we + +308 +00:20:22,230 --> 00:20:26,950 +talked about the functional structure now we are + +309 +00:20:26,950 --> 00:20:29,090 +going to talk about the second part of this + +310 +00:20:29,090 --> 00:20:33,410 +chapter with this second part we will talk about + +311 +00:20:33,410 --> 00:20:36,210 +strategic account management program look at here + +312 +00:20:36,210 --> 00:20:38,050 +now listen + +313 +00:20:42,690 --> 00:20:44,850 +If we are going to talk about organizational + +314 +00:20:44,850 --> 00:20:50,070 +structure, for a while, what did we say? We said + +315 +00:20:50,070 --> 00:20:52,330 +technology changed the nature of the industry. + +316 +00:20:53,350 --> 00:20:55,350 +Farmers began to believe in something called mass + +317 +00:20:55,350 --> 00:20:59,270 +production. Mass production led to diverse and + +318 +00:20:59,270 --> 00:21:04,050 +complex goods and products. All these things began + +319 +00:21:04,050 --> 00:21:06,950 +saying, if we would like to organize our sales + +320 +00:21:06,950 --> 00:21:09,730 +staff member, our sales staff member should be + +321 +00:21:09,730 --> 00:21:15,500 +divided. into two branches sales persons who are + +322 +00:21:15,500 --> 00:21:19,320 +going to work in something called regular sales + +323 +00:21:19,320 --> 00:21:23,360 +department second one which is called strategic + +324 +00:21:23,360 --> 00:21:31,160 +department regular means it is a department which + +325 +00:21:31,160 --> 00:21:33,920 +is going to pay attention and handling all the + +326 +00:21:33,920 --> 00:21:37,120 +affairs and the matters of regular customers + +327 +00:21:37,120 --> 00:21:42,190 +ordinary customers On the other hand, the + +328 +00:21:42,190 --> 00:21:46,070 +strategic, it is going to refer to the department + +329 +00:21:46,070 --> 00:21:48,710 +and the sales persons who are going to deal and + +330 +00:21:48,710 --> 00:21:52,630 +satisfy and retain the most strategic customers, + +331 +00:21:52,790 --> 00:21:54,110 +the VIP. + +332 +00:21:56,410 --> 00:21:59,010 +Somebody is going to say, why companies began to + +333 +00:21:59,010 --> 00:22:02,730 +think in this way? Because they concluded one fact + +334 +00:22:02,730 --> 00:22:07,640 +which is The number or the size of the customer + +335 +00:22:07,640 --> 00:22:11,720 +doesn't always refer to the level of sales and to + +336 +00:22:11,720 --> 00:22:17,520 +the level of profitability. How? Look at here. In + +337 +00:22:17,520 --> 00:22:19,520 +the regular they are saying, imagine we are going + +338 +00:22:19,520 --> 00:22:24,180 +to have 100 customers. Which customer is going to + +339 +00:22:24,180 --> 00:22:27,560 +buy an item with the cost of this item is one US + +340 +00:22:27,560 --> 00:22:32,230 +dollar. So the total sales is going to be 100. In + +341 +00:22:32,230 --> 00:22:34,170 +the strategic, we are going to talk about one + +342 +00:22:34,170 --> 00:22:37,990 +customer who is going to buy an item and the cost + +343 +00:22:37,990 --> 00:22:42,410 +of this item is 1000 USD. So the total cost of + +344 +00:22:42,410 --> 00:22:45,650 +sales or the total sales is going to be 1000 USD. + +345 +00:22:46,710 --> 00:22:48,710 +But look at the customers here and look at the + +346 +00:22:48,710 --> 00:22:54,410 +customers over there. So they began saying, we + +347 +00:22:54,410 --> 00:22:58,930 +should not give a priority always for the number + +348 +00:22:58,930 --> 00:23:03,740 +of the customers. we should look for the quality + +349 +00:23:03,740 --> 00:23:07,640 +of the customer when we are saying quality of the + +350 +00:23:07,640 --> 00:23:11,120 +customer either he or she is strategic or non + +351 +00:23:11,120 --> 00:23:17,440 +-strategic okay now listen here we didn't finish + +352 +00:23:17,440 --> 00:23:21,960 +the companies asked themselves another question + +353 +00:23:21,960 --> 00:23:26,920 +they said if we would like to succeed in managing + +354 +00:23:26,920 --> 00:23:32,800 +strategic account management program We need + +355 +00:23:32,800 --> 00:23:36,520 +further requirements and the strongest requirement + +356 +00:23:36,520 --> 00:23:38,080 +is read this question. + +357 +00:23:45,800 --> 00:23:50,400 +How to select the customer? The mechanism of the + +358 +00:23:50,400 --> 00:23:53,740 +selection of the customer. Somebody is going to + +359 +00:23:53,740 --> 00:23:58,220 +wonder why? Look at him. If the selection of the + +360 +00:23:58,220 --> 00:24:00,840 +customer, either he or she is irregular or + +361 +00:24:00,840 --> 00:24:05,120 +strategic, wasn't done in a very intelligent and + +362 +00:24:05,120 --> 00:24:08,720 +smart way, we are going to have a very bad, + +363 +00:24:09,000 --> 00:24:10,640 +dangerous result on the performance of Sales + +364 +00:24:10,640 --> 00:24:15,440 +Agency. How? Look at here. The wrong selection + +365 +00:24:15,440 --> 00:24:19,800 +might lead to increased number of customers. + +366 +00:24:21,310 --> 00:24:23,250 +The increased number of the customers who are + +367 +00:24:23,250 --> 00:24:25,550 +classified to be strategic but in fact they are + +368 +00:24:25,550 --> 00:24:29,670 +not strategic is going to lead to increased + +369 +00:24:29,670 --> 00:24:30,650 +pressure of work. + +370 +00:24:33,810 --> 00:24:36,290 +The increased pressure of work over the staff + +371 +00:24:36,290 --> 00:24:37,870 +member who are working in the strategic department + +372 +00:24:37,870 --> 00:24:44,270 +is going to lead by the end to lower + +373 +00:24:44,270 --> 00:24:51,360 +level of service. Why? We cannot satisfy every + +374 +00:24:51,360 --> 00:24:54,500 +strategic account because of their big and huge + +375 +00:24:54,500 --> 00:24:59,180 +number. This might lead as Haneen said might push + +376 +00:24:59,180 --> 00:25:03,020 +the management to increase what? The cost by + +377 +00:25:03,020 --> 00:25:07,000 +hiring extra staff members. Because of this what + +378 +00:25:07,000 --> 00:25:12,080 +we are saying selection is very important. We must + +379 +00:25:12,080 --> 00:25:16,020 +select the right customer to be a realistic + +380 +00:25:16,020 --> 00:25:19,740 +strategic account. Or if your selection is wrong, + +381 +00:25:20,260 --> 00:25:22,740 +the results and the consequences are going to be + +382 +00:25:22,740 --> 00:25:26,020 +devastating. Not only devastating, destructive. + +383 +00:25:27,420 --> 00:25:31,920 +Clear? Let's summarize this. Now this is + +384 +00:25:31,920 --> 00:25:36,240 +summarized here. Look, regardless of whether the + +385 +00:25:36,240 --> 00:25:38,560 +sales force consists of specialists or + +386 +00:25:38,560 --> 00:25:41,940 +journalists, one of the most significant changes + +387 +00:25:41,940 --> 00:25:45,840 +now occurring in marketing is that many + +388 +00:25:45,840 --> 00:25:49,940 +organizations are finding it necessary to develop + +389 +00:25:49,940 --> 00:25:53,120 +a strategic account management program in addition + +390 +00:25:53,120 --> 00:25:58,100 +to their regular sales force. Because of this, + +391 +00:25:58,180 --> 00:26:02,190 +what did we say? Strategic and gone. A strategic + +392 +00:26:02,190 --> 00:26:05,690 +account management program is more than a selling + +393 +00:26:05,690 --> 00:26:09,530 +strategy. We are not only making a work which is + +394 +00:26:09,530 --> 00:26:12,770 +called selling, but it is a marketing philosophy, + +395 +00:26:13,810 --> 00:26:17,150 +which means it is directed at a select group of + +396 +00:26:17,150 --> 00:26:21,210 +customers that account for this proportionality, + +397 +00:26:21,750 --> 00:26:25,660 +large share of sellers' total revenues. this is + +398 +00:26:25,660 --> 00:26:28,280 +the meaning of what one customer one hundred + +399 +00:26:28,280 --> 00:26:31,460 +customers but over there the sales volume or the + +400 +00:26:31,460 --> 00:26:34,720 +profitability is less than here even though the + +401 +00:26:34,720 --> 00:26:38,900 +number of the customer is greater so to succeed + +402 +00:26:38,900 --> 00:26:44,340 +this is this is a typo to succeed not to success + +403 +00:26:44,340 --> 00:26:48,180 +so to succeed in managing a new strategic account + +404 +00:26:48,180 --> 00:26:53,130 +you should address two issues which are account + +405 +00:26:53,130 --> 00:26:55,750 +selection and second is the organization + +406 +00:26:55,750 --> 00:27:00,710 +selection. Now let's conclude the class by + +407 +00:27:00,710 --> 00:27:04,550 +discussing the first item which is selection. + +408 +00:27:07,190 --> 00:27:11,670 +Now this slide also summarizes what we said + +409 +00:27:11,670 --> 00:27:17,530 +regarding the different or the devastating results + +410 +00:27:17,530 --> 00:27:20,690 +which might happen because of the wrong mechanism + +411 +00:27:20,690 --> 00:27:24,340 +of selection. Strategic account selection. Which + +412 +00:27:24,340 --> 00:27:26,580 +customer should be treated as a strategic account? + +413 +00:27:27,640 --> 00:27:30,480 +Many companies choose too many accounts to + +414 +00:27:30,480 --> 00:27:33,240 +participate in the program. To participate means + +415 +00:27:33,240 --> 00:27:37,240 +to include them to be strategic, but in fact they + +416 +00:27:37,240 --> 00:27:38,760 +are not strategic. + +417 +00:27:41,100 --> 00:27:45,200 +Resulting in leading in or leading to an overwork + +418 +00:27:45,200 --> 00:27:49,080 +for Salesforce. And this is what? The pressure of + +419 +00:27:49,080 --> 00:27:54,280 +work. and under served customers which means lower + +420 +00:27:54,280 --> 00:27:57,260 +level of service even though we are talking about + +421 +00:27:57,260 --> 00:28:02,080 +strategic department because of the increased + +422 +00:28:02,080 --> 00:28:06,720 +number of customers. Gone. So there is a tendency + +423 +00:28:06,720 --> 00:28:09,260 +to focus on a customer size because a few portions + +424 +00:28:09,260 --> 00:28:11,940 +of the largest customers are representing a big + +425 +00:28:11,940 --> 00:28:15,800 +portion of company sales. And losing one of those + +426 +00:28:15,800 --> 00:28:20,580 +customers is a disaster because each customer is a + +427 +00:28:20,580 --> 00:28:21,040 +fortune. + +428 +00:28:25,420 --> 00:28:29,380 +Now on + +429 +00:28:29,380 --> 00:28:32,280 +the other hand, size isn't a good indicator. + +430 +00:28:32,440 --> 00:28:35,770 +Remember this, this is very important. Size is not + +431 +00:28:35,770 --> 00:28:39,210 +a good indicator there a customer wants this + +432 +00:28:39,210 --> 00:28:44,650 +special type of relationship So size as we said + +433 +00:28:44,650 --> 00:28:49,370 +Isn't always a healthy correct indicator for the + +434 +00:28:49,370 --> 00:28:55,910 +sales volume and for the sales profitability Any + +435 +00:28:55,910 --> 00:28:59,650 +question any comments about this class? Let's + +436 +00:28:59,650 --> 00:29:05,240 +conclude by this If this is the case, then let's + +437 +00:29:05,240 --> 00:29:07,460 +talk about the differences between the regular + +438 +00:29:07,460 --> 00:29:11,060 +department and the strategic department under the + +439 +00:29:11,060 --> 00:29:13,420 +ceiling which is called OS, organizational + +440 +00:29:13,420 --> 00:29:16,500 +structure. How they are thinking, how they are + +441 +00:29:16,500 --> 00:29:20,340 +behaving. When we are saying a previous approach, + +442 +00:29:20,420 --> 00:29:22,300 +we are referring to the ordinary or regular + +443 +00:29:22,300 --> 00:29:26,720 +department. So this is the regular. And this is + +444 +00:29:26,720 --> 00:29:31,390 +what? The strategic. We would like to compare and + +445 +00:29:31,390 --> 00:29:35,170 +contrast among the two regarding three items. Item + +446 +00:29:35,170 --> 00:29:38,690 +number one, business plan duration. Item number + +447 +00:29:38,690 --> 00:29:41,050 +two, the structure of the business plan. Item + +448 +00:29:41,050 --> 00:29:44,510 +number three, who are involved, who are the staff + +449 +00:29:44,510 --> 00:29:46,710 +members who are responsible for performing the + +450 +00:29:46,710 --> 00:29:52,580 +work, which means personnel involvement. In the + +451 +00:29:52,580 --> 00:29:56,420 +regular, their work will be done according to a + +452 +00:29:56,420 --> 00:30:00,100 +business plan whose duration is between three up + +453 +00:30:00,100 --> 00:30:02,840 +to six months. But in the strategic, we are + +454 +00:30:02,840 --> 00:30:06,340 +talking about years rather than months. Another + +455 +00:30:06,340 --> 00:30:08,820 +difference, the structure of the business plan + +456 +00:30:08,820 --> 00:30:13,660 +here, they are adopting and working according to + +457 +00:30:13,660 --> 00:30:17,460 +tactics, tactical plan, operational plan, short + +458 +00:30:17,460 --> 00:30:22,420 +term, daily or weekly. But over there, we are + +459 +00:30:22,420 --> 00:30:25,100 +making our work according to strategic plans. + +460 +00:30:25,720 --> 00:30:27,980 +Because the strategic plans, they are going to be + +461 +00:30:27,980 --> 00:30:31,480 +the path for achieving two things, growth and + +462 +00:30:31,480 --> 00:30:35,460 +profitability. The third and the final difference + +463 +00:30:35,460 --> 00:30:39,760 +between the two approaches, for the personnel, we + +464 +00:30:39,760 --> 00:30:42,680 +are talking about ordinary sales representatives. + +465 +00:30:45,740 --> 00:30:49,890 +Reps means representatives. Sales representatives + +466 +00:30:49,890 --> 00:30:52,230 +who are going to be responsible for finalizing + +467 +00:30:52,230 --> 00:30:55,710 +everything related to sales. But in the strategic, + +468 +00:30:56,190 --> 00:30:59,790 +the situation is different. Exactly Fatima, we are + +469 +00:30:59,790 --> 00:31:03,210 +talking about senior management from both + +470 +00:31:03,210 --> 00:31:07,130 +companies. When we are saying both companies, the + +471 +00:31:07,130 --> 00:31:11,290 +seller and the buyer. So the senior management are + +472 +00:31:11,290 --> 00:31:15,010 +going to finalize all the transactions which are + +473 +00:31:15,010 --> 00:31:18,900 +related to strategic accounts. rather than + +474 +00:31:18,900 --> 00:31:24,420 +ordinary sales persons or representatives. So are + +475 +00:31:24,420 --> 00:31:28,940 +they different in the duration and in the suck + +476 +00:31:28,940 --> 00:31:31,460 +shop and in the personnel? Yes, they are + +477 +00:31:31,460 --> 00:31:34,920 +different. Any question or comments about this? + +478 +00:31:36,380 --> 00:31:39,780 +Okay, next time we will go on with chapter number + +479 +00:31:39,780 --> 00:31:40,920 +6. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2pbcy5RM2d8_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2pbcy5RM2d8_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..a6d26a94a9eb126abb8827ad8128cd80caa3ee83 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/2pbcy5RM2d8_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 5001, "start": 20.91, "end": 50.01, "text": " Good morning. Okay, last week we were talking about three models to organize our sales force. One of these organizational structure was named by or is named by generalist structure. The second was the product specialization model. The third was customer specialization model. 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Now the fourth model which is called the functional model it comes to be performed and implemented in the sales science because of one changes or one of the most important changes which happened in the human life.", "tokens": [597, 1184, 5763, 10813, 1633, 360, 1339, 10205, 702, 420, 720, 589, 294, 264, 5763, 1469, 13, 823, 264, 6409, 2316, 597, 307, 1219, 264, 11745, 2316, 309, 1487, 281, 312, 10332, 293, 12270, 294, 264, 5763, 3497, 570, 295, 472, 2962, 420, 472, 295, 264, 881, 1021, 2962, 597, 2011, 294, 264, 1952, 993, 13], "avg_logprob": -0.18023574979681717, "compression_ratio": 1.716763005780347, "no_speech_prob": 0.0, "words": [{"start": 98.99, "end": 99.39, "word": " which", "probability": 0.72607421875}, {"start": 99.39, "end": 100.17, "word": " each", "probability": 0.9345703125}, {"start": 100.17, "end": 101.21, "word": " salesperson", "probability": 0.84521484375}, {"start": 101.21, "end": 102.25, "word": " must", "probability": 0.8603515625}, {"start": 102.25, "end": 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Diversity, as you know, we are referring to the word difference. Thank you. The word difference. 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So if you are going to look at these words,", "tokens": [20277, 366, 19813, 294, 3097, 11, 257, 2636, 294, 6078, 11, 257, 6409, 294, 20932, 11, 257, 9266, 294, 7043, 293, 370, 322, 13, 407, 498, 291, 366, 516, 281, 574, 412, 613, 2283, 11], "avg_logprob": -0.1768663256532616, "compression_ratio": 1.3697478991596639, "no_speech_prob": 0.0, "words": [{"start": 265.71, "end": 266.19, "word": " Others", "probability": 0.63720703125}, {"start": 266.19, "end": 266.57, "word": " are", "probability": 0.86279296875}, {"start": 266.57, "end": 267.01, "word": " specialized", "probability": 0.94287109375}, {"start": 267.01, "end": 267.55, "word": " in", "probability": 0.94482421875}, {"start": 267.55, "end": 268.83, "word": " training,", "probability": 0.828125}, {"start": 271.59, "end": 272.19, "word": " a", "probability": 0.5517578125}, {"start": 272.19, "end": 272.51, "word": " third", "probability": 0.90234375}, {"start": 272.51, "end": 272.85, "word": " in", "probability": 0.8955078125}, {"start": 272.85, "end": 274.03, "word": " investment,", "probability": 0.95166015625}, {"start": 275.55, "end": 276.57, "word": " a", "probability": 0.9453125}, {"start": 276.57, "end": 276.91, "word": " fourth", "probability": 0.91650390625}, {"start": 276.91, "end": 277.31, "word": " in", "probability": 0.94140625}, {"start": 277.31, "end": 278.19, "word": " consultation,", "probability": 0.8681640625}, {"start": 280.75, "end": 280.95, "word": " a", "probability": 0.916015625}, {"start": 280.95, "end": 281.21, "word": " fifth", "probability": 0.93359375}, {"start": 281.21, "end": 281.63, "word": " in", "probability": 0.94482421875}, {"start": 281.63, "end": 282.31, "word": " engineering", "probability": 0.939453125}, {"start": 282.31, "end": 284.37, "word": " and", "probability": 0.55615234375}, {"start": 284.37, "end": 284.55, "word": " so", "probability": 0.9501953125}, {"start": 284.55, "end": 284.81, "word": " on.", "probability": 0.951171875}, {"start": 287.59, "end": 288.13, "word": " So", "probability": 0.86767578125}, {"start": 288.13, "end": 288.25, "word": " if", "probability": 0.75927734375}, {"start": 288.25, "end": 288.33, "word": " you", "probability": 0.96240234375}, {"start": 288.33, "end": 288.45, "word": " are", "probability": 0.8125}, {"start": 288.45, "end": 288.65, "word": " going", "probability": 0.9384765625}, {"start": 288.65, "end": 288.83, "word": " to", "probability": 0.96728515625}, {"start": 288.83, "end": 288.97, "word": " look", "probability": 0.9658203125}, {"start": 288.97, "end": 289.15, "word": " at", "probability": 0.96044921875}, {"start": 289.15, "end": 289.37, "word": " these", "probability": 0.8662109375}, {"start": 289.37, "end": 289.81, "word": " words,", "probability": 0.85498046875}], "temperature": 1.0}, {"id": 11, "seek": 31852, "start": 290.54, "end": 318.52, "text": " You are going to say that they are or they could be summarized by one word which is the nature of the function. In other words, the functional specialization structure is saying if a person under the sales staff member is specialized in accounting, this person we cannot transfer him to do the consultation work within the team. The vice versa is correct.", "tokens": [509, 366, 516, 281, 584, 300, 436, 366, 420, 436, 727, 312, 14611, 1602, 538, 472, 1349, 597, 307, 264, 3687, 295, 264, 2445, 13, 682, 661, 2283, 11, 264, 11745, 2121, 2144, 3877, 307, 1566, 498, 257, 954, 833, 264, 5763, 3525, 4006, 307, 19813, 294, 19163, 11, 341, 954, 321, 2644, 5003, 796, 281, 360, 264, 20932, 589, 1951, 264, 1469, 13, 440, 11964, 25650, 307, 3006, 13], "avg_logprob": -0.16714349179200724, "compression_ratio": 1.6481481481481481, "no_speech_prob": 0.0, "words": [{"start": 290.54, "end": 290.74, "word": " You", "probability": 0.463623046875}, {"start": 290.74, "end": 290.9, "word": " are", "probability": 0.7275390625}, {"start": 290.9, "end": 291.1, "word": " going", "probability": 0.93994140625}, {"start": 291.1, "end": 291.28, "word": " to", "probability": 0.970703125}, {"start": 291.28, "end": 291.48, "word": " say", "probability": 0.93310546875}, {"start": 291.48, "end": 291.82, "word": " that", "probability": 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His brain is mastering the skills and knowledge which is related to the function of accounting. The same thing happened. So according to the functional specialization structure, substitution isn't an easy task.", "tokens": [1545, 30, 2812, 3567, 307, 49382, 264, 3942, 293, 3601, 597, 307, 4077, 281, 264, 2445, 295, 19163, 13, 440, 912, 551, 2011, 13, 407, 4650, 281, 264, 11745, 2121, 2144, 3877, 11, 35827, 1943, 380, 364, 1858, 5633, 13], "avg_logprob": -0.2317073141656271, "compression_ratio": 1.4210526315789473, "no_speech_prob": 0.0, "words": [{"start": 319.69, "end": 320.43, "word": " Why?", "probability": 0.490478515625}, {"start": 320.97, "end": 321.45, "word": " His", "probability": 0.60205078125}, {"start": 321.45, "end": 322.01, "word": " brain", "probability": 0.89892578125}, {"start": 322.01, "end": 322.87, "word": " is", "probability": 0.92041015625}, {"start": 322.87, "end": 323.39, "word": " mastering", "probability": 0.91748046875}, {"start": 323.39, "end": 323.81, "word": " the", "probability": 0.86376953125}, {"start": 323.81, "end": 324.15, "word": " skills", "probability": 0.8212890625}, {"start": 324.15, "end": 324.39, "word": " and", "probability": 0.921875}, {"start": 324.39, "end": 324.67, "word": " knowledge", "probability": 0.6962890625}, {"start": 324.67, "end": 324.89, "word": " which", "probability": 0.6357421875}, {"start": 324.89, "end": 325.03, "word": " is", "probability": 0.603515625}, {"start": 325.03, "end": 325.31, "word": " related", "probability": 0.76953125}, {"start": 325.31, "end": 325.57, "word": " to", "probability": 0.9638671875}, {"start": 325.57, "end": 325.85, "word": " the", "probability": 0.82568359375}, {"start": 325.85, "end": 326.55, "word": " function", "probability": 0.87890625}, {"start": 326.55, "end": 326.79, "word": " of", "probability": 0.9638671875}, {"start": 326.79, "end": 327.25, "word": " accounting.", "probability": 0.90283203125}, {"start": 328.83, "end": 329.01, "word": " The", "probability": 0.60546875}, {"start": 329.01, "end": 329.23, "word": " same", "probability": 0.916015625}, {"start": 329.23, "end": 329.47, "word": " thing", "probability": 0.912109375}, {"start": 329.47, "end": 329.73, "word": " happened.", "probability": 0.3798828125}, {"start": 332.21, "end": 332.95, "word": " So", "probability": 0.61328125}, {"start": 332.95, "end": 333.49, "word": " according", "probability": 0.6455078125}, {"start": 333.49, "end": 333.69, "word": " to", "probability": 0.96728515625}, {"start": 333.69, "end": 333.81, "word": " the", "probability": 0.79541015625}, {"start": 333.81, "end": 334.15, "word": " functional", "probability": 0.88427734375}, {"start": 334.15, "end": 334.79, "word": " specialization", "probability": 0.902587890625}, {"start": 334.79, "end": 335.27, "word": " structure,", "probability": 0.8466796875}, {"start": 335.81, "end": 336.39, "word": " substitution", "probability": 0.86181640625}, {"start": 336.39, "end": 337.27, "word": " isn't", "probability": 0.79931640625}, {"start": 337.27, "end": 337.47, "word": " an", "probability": 0.94580078125}, {"start": 337.47, "end": 337.69, "word": " easy", "probability": 0.90625}, {"start": 337.69, "end": 338.09, "word": " task.", "probability": 0.92236328125}], "temperature": 1.0}, {"id": 13, "seek": 36633, "start": 340.05, "end": 366.33, "text": " Substitution isn't an easy task. So let's summarize what we said. So the functional specialization, it focuses on the activities of the function performed by customer contact people. Now, the product and the market heterogeneity, diversity, difference, and complexity may require a diverse set of skills and knowledge used for large global organizations.", "tokens": [42090, 6518, 1943, 380, 364, 1858, 5633, 13, 407, 718, 311, 20858, 437, 321, 848, 13, 407, 264, 11745, 2121, 2144, 11, 309, 16109, 322, 264, 5354, 295, 264, 2445, 10332, 538, 5474, 3385, 561, 13, 823, 11, 264, 1674, 293, 264, 2142, 20789, 23360, 507, 11, 8811, 11, 2649, 11, 293, 14024, 815, 3651, 257, 9521, 992, 295, 3942, 293, 3601, 1143, 337, 2416, 4338, 6150, 13], "avg_logprob": -0.18217843770980835, "compression_ratio": 1.5777777777777777, "no_speech_prob": 0.0, "words": [{"start": 340.05, "end": 340.75, "word": " Substitution", "probability": 0.91943359375}, {"start": 340.75, "end": 341.45, "word": " isn't", "probability": 0.810546875}, {"start": 341.45, "end": 341.63, "word": " an", "probability": 0.9404296875}, {"start": 341.63, "end": 341.99, "word": " easy", "probability": 0.90966796875}, 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We can conclude that the nature of production has changed. We began talking about mass production. We began talking about massive skills, massive knowledge. These massive skills and knowledge cannot be absorbed by one brain. So we need what? 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This is reminding us with what we studied in business essential number one, the vision of work and specialization. So all these things are related to the functional specialization structure. Go on. Let's give example for the organizational structure. Now if you are going to look at this example, we are going to see the following.", "tokens": [567, 486, 4505, 472, 2445, 13, 639, 307, 27639, 505, 365, 437, 321, 9454, 294, 1606, 7115, 1230, 472, 11, 264, 5201, 295, 589, 293, 2121, 2144, 13, 407, 439, 613, 721, 366, 4077, 281, 264, 11745, 2121, 2144, 3877, 13, 1037, 322, 13, 961, 311, 976, 1365, 337, 264, 24730, 3877, 13, 823, 498, 291, 366, 516, 281, 574, 412, 341, 1365, 11, 321, 366, 516, 281, 536, 264, 3480, 13], "avg_logprob": -0.22324485648168277, "compression_ratio": 1.6605504587155964, "no_speech_prob": 0.0, "words": [{"start": 395.43, "end": 395.67, "word": " who", "probability": 0.27490234375}, {"start": 395.67, "end": 395.83, "word": " will", "probability": 0.7578125}, {"start": 395.83, "end": 396.11, "word": " master", "probability": 0.93310546875}, {"start": 396.11, "end": 396.53, "word": " one", "probability": 0.84228515625}, {"start": 396.53, "end": 397.63, "word": " function.", "probability": 0.94189453125}, {"start": 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At the top, we are talking about the visual marketing manager. In the second lower level, we are talking about industry sales manager. Where we are talking about the system manager. Over there, we are talking about administrative manager. Look at here. The function here is related to the industry. The function here is related to the system. 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So in this industry we began talking about account executives which means sales persons. They are the sales persons who are going to interact with the customers. But later on here we are talking about what? People who are mastering or functioning or working in the technical support team. 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So the distribution and organization of the structure is founded on the function which the salesperson is performing. So if the person is working in the field of training or installation, we cannot transfer them or her to work as a salesperson. The person who is working as a salesperson cannot transfer to do or to provide technical support. 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This is the skill and the knowledge which they are understanding. This is their own business. This is their own function. This is their nature of work. Because of this, as we said before, substitution isn't uneasy according to the ideology of the functional specialization structure. Clear? Go on. Let's sum up the advantages and disadvantages of this model. 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If you are going to think of this training item, it might be done by another personnel who is working in the marketing department. With this here, we are talking about what? Sales department.", "tokens": [682, 661, 2283, 11, 321, 366, 13761, 281, 264, 5763, 14453, 567, 366, 3097, 264, 4581, 577, 281, 2042, 420, 2028, 365, 364, 7198, 420, 665, 420, 1674, 13, 759, 291, 366, 516, 281, 519, 295, 341, 3097, 3174, 11, 309, 1062, 312, 1096, 538, 1071, 14988, 567, 307, 1364, 294, 264, 6370, 5882, 13, 2022, 341, 510, 11, 321, 366, 1417, 466, 437, 30, 23467, 5882, 13], "avg_logprob": -0.20357790546140808, "compression_ratio": 1.6536585365853658, "no_speech_prob": 0.0, "words": [{"start": 624.91, "end": 625.11, "word": " In", "probability": 0.716796875}, {"start": 625.11, "end": 625.33, "word": " other", "probability": 0.875}, {"start": 625.33, "end": 625.75, "word": " words,", "probability": 0.880859375}, {"start": 626.19, "end": 626.33, "word": " we", "probability": 0.90283203125}, {"start": 626.33, "end": 626.45, "word": " are", "probability": 0.81640625}, {"start": 626.45, "end": 626.77, "word": " referring", "probability": 0.84033203125}, {"start": 626.77, 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And the same task it is done by a personal staff member who are working in marketing department. Is this a duplication? Yes. Is it a waste of resources? Yes. Is it a waste of time? Yes. Is it a waste of cost? Yes. 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think the senior management is going to yield to the willing of this person? Yes. What's the meaning of yield? Of course. Because of this, we are saying more expensive. These are the two disadvantages. Any questions, any comments about the functional structure model? Now, look at here. 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Look at the alternatives which are experimented by different firms. Over here, we are listing some of the American companies. One of them is called American Express. This American company is specialized in shipment. 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Somebody is going to say, so the function of this sales person is to hire or to hunt a new customer. Is this right? It's right.", "tokens": [440, 2665, 20212, 2051, 365, 27709, 3007, 597, 307, 6250, 337, 10501, 264, 36481, 5927, 11, 436, 366, 1566, 11, 321, 366, 406, 516, 281, 11158, 604, 5763, 14453, 3993, 729, 567, 366, 1075, 281, 5049, 777, 4581, 13, 13463, 307, 516, 281, 584, 11, 370, 264, 2445, 295, 341, 5763, 954, 307, 281, 11158, 420, 281, 12454, 257, 777, 5474, 13, 1119, 341, 558, 30, 467, 311, 558, 13], "avg_logprob": -0.2215008815409432, "compression_ratio": 1.6142857142857143, "no_speech_prob": 0.0, "words": [{"start": 822.37, "end": 822.61, "word": " The", "probability": 0.3740234375}, {"start": 822.61, "end": 822.95, "word": " American", "probability": 0.8583984375}, {"start": 822.95, "end": 823.57, "word": " Express", "probability": 0.7109375}, {"start": 823.57, "end": 824.23, "word": " along", "probability": 0.7470703125}, {"start": 824.23, "end": 824.49, "word": " with", "probability": 0.89111328125}, {"start": 824.49, "end": 824.87, "word": " Gillette", "probability": 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What does it mean? It means persons who are able to catch the heart and the brains and the eyes of people who are going to meet them for the first time. This is the secret for hiring or recruiting new customers. How? They will say, let's look at the character of our sales people.", "tokens": [961, 311, 352, 322, 294, 341, 8174, 11, 12477, 1080, 3620, 13, 708, 775, 309, 914, 30, 467, 1355, 14453, 567, 366, 1075, 281, 3745, 264, 1917, 293, 264, 15442, 293, 264, 2575, 295, 561, 567, 366, 516, 281, 1677, 552, 337, 264, 700, 565, 13, 639, 307, 264, 4054, 337, 15335, 420, 25987, 777, 4581, 13, 1012, 30, 814, 486, 584, 11, 718, 311, 574, 412, 264, 2517, 295, 527, 5763, 561, 13], "avg_logprob": -0.19072917381922405, "compression_ratio": 1.5734597156398105, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 853.13, "end": 853.49, "word": " Let's", "probability": 0.752197265625}, {"start": 853.49, "end": 853.71, "word": " go", "probability": 0.89697265625}, {"start": 853.71, "end": 853.87, "word": " on", "probability": 0.7587890625}, {"start": 853.87, "end": 854.09, "word": " in", "probability": 0.74658203125}, {"start": 854.09, "end": 854.53, "word": " this", "probability": 0.93408203125}, 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If they are able to leave a good impression for them, then this is the answer or this is the right staff member whom we should hire. If they are not, this means we cannot hire them as salesperson. 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is this salesperson must be engineer. If they are engineer, they are going to succeed in achieving our own profitability and our own sales. If their function is then to do as an engineer, we cannot hire them.", "tokens": [2639, 5763, 10813, 281, 360, 1340, 3993, 472, 551, 11, 597, 307, 341, 5763, 10813, 1633, 312, 11403, 13, 759, 436, 366, 11403, 11, 436, 366, 516, 281, 7754, 294, 19626, 527, 1065, 46249, 293, 527, 1065, 5763, 13, 759, 641, 2445, 307, 550, 281, 360, 382, 364, 11403, 11, 321, 2644, 11158, 552, 13], "avg_logprob": -0.17117746041289397, "compression_ratio": 1.6923076923076923, "no_speech_prob": 0.0, "words": [{"start": 1022.69, "end": 1023.25, "word": " Any", "probability": 0.431884765625}, {"start": 1023.25, "end": 1023.81, "word": " salesperson", "probability": 0.7666015625}, {"start": 1023.81, "end": 1024.67, "word": " to", "probability": 0.6435546875}, {"start": 1024.67, "end": 1024.85, "word": " do", "probability": 0.94970703125}, {"start": 1024.85, "end": 1025.29, "word": " anything", "probability": 0.86279296875}, {"start": 1025.29, "end": 1025.53, "word": " except", "probability": 0.85498046875}, {"start": 1025.53, "end": 1025.83, "word": " one", "probability": 0.88134765625}, {"start": 1025.83, "end": 1026.03, "word": " thing,", "probability": 0.93017578125}, {"start": 1026.13, "end": 1026.27, "word": " which", "probability": 0.8740234375}, {"start": 1026.27, "end": 1026.57, "word": " is", "probability": 0.939453125}, {"start": 1026.57, "end": 1027.45, "word": " this", "probability": 0.537109375}, {"start": 1027.45, "end": 1028.01, "word": " salesperson", "probability": 0.84716796875}, {"start": 1028.01, "end": 1028.23, "word": " must", "probability": 0.8623046875}, {"start": 1028.23, "end": 1028.39, "word": " be", "probability": 0.95068359375}, {"start": 1028.39, "end": 1028.73, "word": " engineer.", "probability": 0.5615234375}, {"start": 1031.09, "end": 1031.61, "word": " If", "probability": 0.94189453125}, {"start": 1031.61, "end": 1031.79, "word": " they", "probability": 0.8955078125}, {"start": 1031.79, "end": 1032.01, "word": " are", "probability": 0.91455078125}, {"start": 1032.01, "end": 1032.49, "word": " engineer,", "probability": 0.80419921875}, {"start": 1032.71, "end": 1033.43, "word": " they", "probability": 0.86181640625}, {"start": 1033.43, "end": 1033.63, "word": " are", "probability": 0.884765625}, {"start": 1033.63, "end": 1033.89, "word": " going", "probability": 0.939453125}, {"start": 1033.89, "end": 1034.07, "word": " to", "probability": 0.9658203125}, {"start": 1034.07, "end": 1034.63, "word": " succeed", "probability": 0.9140625}, {"start": 1034.63, "end": 1034.89, "word": " in", "probability": 0.9365234375}, {"start": 1034.89, "end": 1035.35, "word": " achieving", "probability": 0.87353515625}, {"start": 1035.35, "end": 1035.67, "word": " our", "probability": 0.806640625}, {"start": 1035.67, "end": 1035.87, "word": " own", "probability": 0.837890625}, {"start": 1035.87, "end": 1036.45, "word": " profitability", "probability": 0.921875}, {"start": 1036.45, "end": 1036.69, "word": " and", "probability": 0.8173828125}, {"start": 1036.69, "end": 1036.93, "word": " our", "probability": 0.76025390625}, {"start": 1036.93, "end": 1037.19, "word": " own", "probability": 0.857421875}, {"start": 1037.19, "end": 1037.49, "word": " sales.", "probability": 0.92333984375}, {"start": 1038.83, "end": 1039.33, "word": " If", "probability": 0.9501953125}, {"start": 1039.33, "end": 1039.57, "word": " their", "probability": 0.9443359375}, {"start": 1039.57, "end": 1039.99, "word": " function", "probability": 0.95703125}, {"start": 1039.99, "end": 1040.19, "word": " is", "probability": 0.92041015625}, {"start": 1040.19, "end": 1040.35, "word": " then", "probability": 0.72216796875}, {"start": 1040.35, "end": 1040.51, "word": " to", "probability": 0.9521484375}, {"start": 1040.51, "end": 1040.69, "word": " do", "probability": 0.9453125}, {"start": 1040.69, "end": 1040.99, "word": " as", "probability": 0.94921875}, {"start": 1040.99, "end": 1041.23, "word": " an", "probability": 0.8544921875}, {"start": 1041.23, "end": 1041.61, "word": " engineer,", "probability": 0.93408203125}, {"start": 1042.03, "end": 1042.35, "word": " we", "probability": 0.94873046875}, {"start": 1042.35, "end": 1042.63, "word": " cannot", "probability": 0.7939453125}, {"start": 1042.63, "end": 1042.93, "word": " hire", "probability": 0.92236328125}, {"start": 1042.93, "end": 1043.15, "word": " them.", "probability": 0.8828125}], "temperature": 1.0}, {"id": 39, "seek": 107222, "start": 1045.12, "end": 1072.22, "text": " The same thing here with IBM which is manufacturing computers as you know and Mixon corporation, they are saying we cannot hire any salesperson unless he or she is able to provide something called service consultation. If they are able to provide these things, then we can hire them to be salesperson. So look at here, what we can conclude from this example?", "tokens": [440, 912, 551, 510, 365, 23487, 597, 307, 11096, 10807, 382, 291, 458, 293, 12769, 266, 22197, 11, 436, 366, 1566, 321, 2644, 11158, 604, 5763, 10813, 5969, 415, 420, 750, 307, 1075, 281, 2893, 746, 1219, 2643, 20932, 13, 759, 436, 366, 1075, 281, 2893, 613, 721, 11, 550, 321, 393, 11158, 552, 281, 312, 5763, 10813, 13, 407, 574, 412, 510, 11, 437, 321, 393, 16886, 490, 341, 1365, 30], "avg_logprob": -0.20537243803886518, "compression_ratio": 1.617117117117117, "no_speech_prob": 0.0, "words": [{"start": 1045.12, "end": 1045.38, "word": " The", "probability": 0.751953125}, {"start": 1045.38, "end": 1045.6, "word": " same", "probability": 0.9033203125}, {"start": 1045.6, "end": 1045.84, "word": " thing", "probability": 0.88623046875}, {"start": 1045.84, "end": 1046.06, "word": " here", "probability": 0.71826171875}, {"start": 1046.06, "end": 1046.24, "word": " with", "probability": 0.86572265625}, {"start": 1046.24, 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First, this is going to be in the exam. There is something called one best method approach of sales. Second, we are talking about individual differences among firms and companies. We were talking about individual differences among human beings. The same thing likewise is applicable on the firms.", "tokens": [492, 393, 16886, 472, 2199, 551, 13, 2386, 11, 341, 307, 516, 281, 312, 294, 264, 1139, 13, 821, 307, 746, 1219, 472, 1151, 3170, 3109, 295, 5763, 13, 5736, 11, 321, 366, 1417, 466, 2609, 7300, 3654, 18055, 293, 3431, 13, 492, 645, 1417, 466, 2609, 7300, 3654, 1952, 8958, 13, 440, 912, 551, 32407, 307, 21142, 322, 264, 18055, 13], "avg_logprob": -0.22247023856829082, "compression_ratio": 1.6887755102040816, "no_speech_prob": 0.0, "words": [{"start": 1073.35, "end": 1073.55, "word": " We", "probability": 0.6689453125}, {"start": 1073.55, "end": 1073.77, "word": " can", "probability": 0.91015625}, {"start": 1073.77, "end": 1074.21, "word": " conclude", "probability": 0.7978515625}, {"start": 1074.21, "end": 1074.69, "word": " one", "probability": 0.8310546875}, {"start": 1074.69, "end": 1075.15, "word": " simple", "probability": 0.94921875}, {"start": 1075.15, "end": 1075.53, "word": " thing.", "probability": 0.9033203125}, 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So this fact of individual differences is forcing the firms to adopt different approaches of sales and different approaches of organizational structures. 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So, what is our conclusion? Our conclusion is summarized here. There is no one best way to organize our sales force. But why?", "tokens": [309, 1177, 380, 4725, 914, 309, 307, 516, 281, 7754, 294, 527, 6174, 293, 370, 322, 13, 407, 11, 437, 307, 527, 10063, 30, 2621, 10063, 307, 14611, 1602, 510, 13, 821, 307, 572, 472, 1151, 636, 281, 13859, 527, 5763, 3464, 13, 583, 983, 30], "avg_logprob": -0.2651263221781305, "compression_ratio": 1.3986013986013985, "no_speech_prob": 0.0, "words": [{"start": 1126.86, "end": 1127.14, "word": " it", "probability": 0.39404296875}, {"start": 1127.14, "end": 1127.58, "word": " doesn't", "probability": 0.838134765625}, {"start": 1127.58, "end": 1128.0, "word": " necessarily", "probability": 0.0943603515625}, {"start": 1128.0, "end": 1128.3, "word": " mean", "probability": 0.90625}, {"start": 1128.3, "end": 1128.48, "word": " it", "probability": 0.72509765625}, {"start": 1128.48, "end": 1128.8, "word": " is", "probability": 0.52685546875}, {"start": 1128.8, "end": 1129.28, "word": " going", "probability": 0.93994140625}, {"start": 1129.28, "end": 1129.48, "word": " to", "probability": 0.9697265625}, {"start": 1129.48, "end": 1130.12, "word": " succeed", "probability": 0.78369140625}, {"start": 1130.12, "end": 1131.02, "word": " in", "probability": 0.767578125}, {"start": 1131.02, "end": 1131.22, "word": " our", "probability": 0.87060546875}, {"start": 1131.22, "end": 1131.56, "word": " firm", "probability": 0.79150390625}, {"start": 1131.56, "end": 1132.54, "word": " and", "probability": 0.65185546875}, {"start": 1132.54, "end": 1132.84, "word": " so", "probability": 0.943359375}, {"start": 1132.84, "end": 1133.14, "word": " on.", "probability": 0.9462890625}, {"start": 1134.38, "end": 1134.64, "word": " So,", "probability": 0.728515625}, {"start": 1135.6, "end": 1136.3, "word": " what", "probability": 0.89208984375}, {"start": 1136.3, "end": 1136.42, "word": " is", "probability": 0.93359375}, {"start": 1136.42, "end": 1136.62, "word": " our", "probability": 0.89501953125}, {"start": 1136.62, "end": 1137.16, "word": " conclusion?", "probability": 0.88623046875}, {"start": 1137.6, "end": 1137.82, "word": " Our", "probability": 0.76318359375}, {"start": 1137.82, "end": 1138.16, "word": " conclusion", "probability": 0.91064453125}, {"start": 1138.16, "end": 1138.44, "word": " is", "probability": 0.92138671875}, {"start": 1138.44, "end": 1138.8, "word": " summarized", "probability": 0.89013671875}, {"start": 1138.8, "end": 1139.08, "word": " here.", "probability": 0.8408203125}, {"start": 1140.08, "end": 1140.38, "word": " There", "probability": 0.703125}, {"start": 1140.38, "end": 1140.6, "word": " is", "probability": 0.93359375}, {"start": 1140.6, "end": 1140.98, "word": " no", "probability": 0.8310546875}, {"start": 1140.98, "end": 1141.38, "word": " one", "probability": 0.92041015625}, {"start": 1141.38, "end": 1141.68, "word": " best", "probability": 0.85986328125}, {"start": 1141.68, "end": 1142.04, "word": " way", "probability": 0.955078125}, {"start": 1142.04, "end": 1142.86, "word": " to", "probability": 0.96533203125}, {"start": 1142.86, "end": 1143.44, "word": " organize", "probability": 0.88525390625}, {"start": 1143.44, "end": 1143.8, "word": " our", "probability": 0.8388671875}, {"start": 1143.8, "end": 1144.18, "word": " sales", "probability": 0.865234375}, {"start": 1144.18, "end": 1144.6, "word": " force.", "probability": 0.9345703125}, {"start": 1145.56, "end": 1145.78, "word": " But", "probability": 0.51220703125}, {"start": 1145.78, "end": 1146.12, "word": " why?", "probability": 0.84228515625}], "temperature": 1.0}, {"id": 43, "seek": 116715, "start": 1147.03, "end": 1167.15, "text": " Because we are talking about individual differences among firms and companies. Firms and companies are not looking like each other. They are different. They are different in so many things. So companies are experimenting with many different forms in order to compete in profitability.", "tokens": [1436, 321, 366, 1417, 466, 2609, 7300, 3654, 18055, 293, 3431, 13, 28164, 2592, 293, 3431, 366, 406, 1237, 411, 1184, 661, 13, 814, 366, 819, 13, 814, 366, 819, 294, 370, 867, 721, 13, 407, 3431, 366, 29070, 365, 867, 819, 6422, 294, 1668, 281, 11831, 294, 46249, 13], "avg_logprob": -0.17356004785088933, "compression_ratio": 1.7065868263473054, "no_speech_prob": 0.0, "words": [{"start": 1147.03, "end": 1147.41, "word": " Because", "probability": 0.5712890625}, {"start": 1147.41, "end": 1147.55, "word": " we", "probability": 0.88134765625}, {"start": 1147.55, "end": 1147.67, "word": " are", "probability": 0.88330078125}, {"start": 1147.67, "end": 1147.95, "word": " talking", "probability": 0.8486328125}, {"start": 1147.95, "end": 1148.45, "word": " about", "probability": 0.90576171875}, {"start": 1148.45, "end": 1149.59, "word": " individual", "probability": 0.83203125}, {"start": 1149.59, "end": 1150.21, "word": " differences", "probability": 0.84033203125}, {"start": 1150.21, "end": 1150.59, "word": " among", "probability": 0.49951171875}, {"start": 1150.59, "end": 1150.99, "word": " firms", "probability": 0.94873046875}, {"start": 1150.99, "end": 1151.29, "word": " and", "probability": 0.9345703125}, {"start": 1151.29, "end": 1151.77, "word": " companies.", "probability": 0.9423828125}, {"start": 1152.29, "end": 1152.97, "word": " Firms", "probability": 0.903564453125}, {"start": 1152.97, "end": 1153.17, "word": " and", "probability": 0.935546875}, {"start": 1153.17, "end": 1153.57, "word": " companies", "probability": 0.916015625}, {"start": 1153.57, "end": 1153.89, "word": " are", "probability": 0.93115234375}, {"start": 1153.89, "end": 1154.31, "word": " not", "probability": 0.943359375}, {"start": 1154.31, "end": 1155.07, "word": " looking", "probability": 0.900390625}, {"start": 1155.07, "end": 1155.51, "word": " like", "probability": 0.89794921875}, {"start": 1155.51, "end": 1155.73, "word": " each", "probability": 0.9453125}, {"start": 1155.73, "end": 1155.95, "word": " other.", "probability": 0.64453125}, {"start": 1156.33, "end": 1156.47, "word": " They", "probability": 0.814453125}, {"start": 1156.47, "end": 1156.65, "word": " are", "probability": 0.9365234375}, {"start": 1156.65, "end": 1157.07, "word": " different.", "probability": 0.89453125}, {"start": 1157.93, "end": 1158.13, "word": " They", "probability": 0.80029296875}, {"start": 1158.13, "end": 1158.31, "word": " are", "probability": 0.939453125}, {"start": 1158.31, "end": 1158.79, "word": " different", "probability": 0.8876953125}, {"start": 1158.79, "end": 1159.13, "word": " in", "probability": 0.91796875}, {"start": 1159.13, "end": 1159.39, "word": " so", "probability": 0.931640625}, {"start": 1159.39, "end": 1159.63, "word": " many", "probability": 0.89599609375}, {"start": 1159.63, "end": 1160.01, "word": " things.", "probability": 0.81298828125}, {"start": 1161.17, "end": 1161.49, "word": " So", "probability": 0.884765625}, {"start": 1161.49, "end": 1162.61, "word": " companies", "probability": 0.515625}, {"start": 1162.61, "end": 1163.17, "word": " are", "probability": 0.93115234375}, {"start": 1163.17, "end": 1163.79, "word": " experimenting", "probability": 0.88134765625}, {"start": 1163.79, "end": 1164.07, "word": " with", "probability": 0.88525390625}, {"start": 1164.07, "end": 1164.29, "word": " many", "probability": 0.87451171875}, {"start": 1164.29, "end": 1164.71, "word": " different", "probability": 0.8642578125}, {"start": 1164.71, "end": 1165.19, "word": " forms", "probability": 0.85107421875}, {"start": 1165.19, "end": 1165.97, "word": " in", "probability": 0.85205078125}, {"start": 1165.97, "end": 1166.23, "word": " order", "probability": 0.9208984375}, {"start": 1166.23, "end": 1166.41, "word": " to", "probability": 0.97119140625}, {"start": 1166.41, "end": 1166.69, "word": " compete", "probability": 0.89501953125}, {"start": 1166.69, "end": 1166.81, "word": " in", "probability": 0.378173828125}, {"start": 1166.81, "end": 1167.15, "word": " profitability.", "probability": 0.9130859375}], "temperature": 1.0}, {"id": 44, "seek": 119375, "start": 1169.47, "end": 1193.75, "text": " If this is the case, then a company should start by examining its customers and looking at its organizational form with the customer's perspective. Each firm must answer or address one issue, which is, who are our customers? 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Move on. 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Somebody is going to say, why companies began to think in this way? 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the strongest requirement is read this question. How to select the customer? The mechanism of the selection of the customer. Somebody is going to wonder why? 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How? Look at here. 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increased number of the customers who are classified to be strategic but in fact they are not strategic is going to lead to increased pressure of work. The increased pressure of work over the staff member who are working in the strategic department is going to lead by the end to lower level of service. 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This might lead as Haneen said might push the management to increase what? The cost by hiring extra staff members. Because of this what we are saying selection is very important. 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Not only devastating, destructive. Clear? Let's summarize this. Now this is summarized here.", "tokens": [1610, 498, 428, 9450, 307, 2085, 11, 264, 3542, 293, 264, 10098, 366, 516, 281, 312, 21280, 13, 1726, 787, 21280, 11, 26960, 13, 14993, 30, 961, 311, 20858, 341, 13, 823, 341, 307, 14611, 1602, 510, 13], "avg_logprob": -0.20282452228741768, "compression_ratio": 1.3676470588235294, "no_speech_prob": 0.0, "words": [{"start": 1518.38, "end": 1518.58, "word": " Or", "probability": 0.42626953125}, {"start": 1518.58, "end": 1518.7, "word": " if", "probability": 0.89306640625}, {"start": 1518.7, "end": 1518.84, "word": " your", "probability": 0.8505859375}, {"start": 1518.84, "end": 1519.24, "word": " selection", "probability": 0.888671875}, {"start": 1519.24, "end": 1519.44, "word": " is", "probability": 0.94091796875}, {"start": 1519.44, "end": 1519.74, "word": " wrong,", "probability": 0.93310546875}, {"start": 1520.26, "end": 1520.38, "word": " the", "probability": 0.84716796875}, {"start": 1520.38, "end": 1520.76, "word": " results", "probability": 0.8427734375}, {"start": 1520.76, "end": 1521.04, "word": " and", "probability": 0.91162109375}, {"start": 1521.04, "end": 1521.16, "word": " the", "probability": 0.59716796875}, {"start": 1521.16, "end": 1521.62, "word": " consequences", "probability": 0.89990234375}, {"start": 1521.62, "end": 1521.86, "word": " are", "probability": 0.89453125}, {"start": 1521.86, "end": 1522.06, "word": " going", "probability": 0.93505859375}, {"start": 1522.06, "end": 1522.18, "word": " to", "probability": 0.9765625}, {"start": 1522.18, "end": 1522.74, "word": " be", "probability": 0.939453125}, {"start": 1522.74, "end": 1523.52, "word": " devastating.", "probability": 0.78076171875}, {"start": 1524.44, "end": 1524.52, "word": " Not", "probability": 0.7060546875}, {"start": 1524.52, "end": 1524.7, "word": " only", "probability": 0.7568359375}, {"start": 1524.7, "end": 1525.16, "word": " devastating,", "probability": 0.9580078125}, {"start": 1525.6, "end": 1526.02, "word": " destructive.", "probability": 0.90234375}, {"start": 1527.42, "end": 1528.02, "word": " Clear?", "probability": 0.87939453125}, {"start": 1528.86, "end": 1529.46, "word": " Let's", "probability": 0.92724609375}, {"start": 1529.46, "end": 1529.72, "word": " summarize", "probability": 0.7548828125}, {"start": 1529.72, "end": 1530.14, "word": " this.", "probability": 0.93505859375}, {"start": 1531.08, "end": 1531.38, "word": " Now", "probability": 0.9033203125}, {"start": 1531.38, "end": 1531.64, "word": " this", "probability": 0.57666015625}, {"start": 1531.64, "end": 1531.92, "word": " is", "probability": 0.9462890625}, {"start": 1531.92, "end": 1532.54, "word": " summarized", "probability": 0.931396484375}, {"start": 1532.54, "end": 1532.84, "word": " here.", "probability": 0.85498046875}], "temperature": 1.0}, {"id": 58, "seek": 156074, "start": 1534.12, "end": 1560.74, "text": " Look, regardless of whether the sales force consists of specialists or journalists, one of the most significant changes now occurring in marketing is that many organizations are finding it necessary to develop a strategic account management program in addition to their regular sales force. Because of this, what did we say? Strategic and gone.", "tokens": [2053, 11, 10060, 295, 1968, 264, 5763, 3464, 14689, 295, 25476, 420, 19535, 11, 472, 295, 264, 881, 4776, 2962, 586, 18386, 294, 6370, 307, 300, 867, 6150, 366, 5006, 309, 4818, 281, 1499, 257, 10924, 2696, 4592, 1461, 294, 4500, 281, 641, 3890, 5763, 3464, 13, 1436, 295, 341, 11, 437, 630, 321, 584, 30, 47805, 293, 2780, 13], "avg_logprob": -0.17904712528478903, "compression_ratio": 1.6046511627906976, "no_speech_prob": 0.0, "words": [{"start": 1534.12, "end": 1534.54, "word": " Look,", "probability": 0.50537109375}, {"start": 1534.88, "end": 1535.48, "word": " regardless", "probability": 0.84716796875}, {"start": 1535.48, "end": 1535.72, "word": " of", "probability": 0.96435546875}, {"start": 1535.72, "end": 1535.98, "word": " whether", "probability": 0.908203125}, {"start": 1535.98, "end": 1536.24, "word": " the", "probability": 0.89990234375}, {"start": 1536.24, "end": 1536.58, "word": " sales", "probability": 0.9228515625}, {"start": 1536.58, 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Now let's conclude the class by discussing the first item which is selection. 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Which customer should be treated as a strategic account? Many companies choose too many accounts to participate in the program. To participate means to include them to be strategic, but in fact they are not strategic. Resulting in leading in or leading to an overwork for Salesforce. And this is what? 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Let's conclude by this", "tokens": [35818, 307, 406, 257, 665, 16961, 456, 257, 5474, 2738, 341, 2121, 2010, 295, 2480, 407, 2744, 382, 321, 848, 6998, 380, 1009, 257, 4627, 3006, 16961, 337, 264, 5763, 5523, 293, 337, 264, 5763, 46249, 2639, 1168, 604, 3053, 466, 341, 1508, 30, 961, 311, 16886, 538, 341], "avg_logprob": -0.22562499463558197, "compression_ratio": 1.502824858757062, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1714.67, "end": 1715.31, "word": " Size", "probability": 0.7373046875}, {"start": 1715.31, "end": 1715.55, "word": " is", "probability": 0.89404296875}, {"start": 1715.55, "end": 1715.77, "word": " not", "probability": 0.92578125}, {"start": 1715.77, "end": 1715.97, "word": " a", "probability": 0.96826171875}, {"start": 1715.97, "end": 1716.13, "word": " good", "probability": 0.935546875}, {"start": 1716.13, "end": 1716.63, "word": " indicator", "probability": 0.97705078125}, {"start": 1716.63, "end": 1716.97, "word": " there", "probability": 0.1397705078125}, {"start": 1716.97, "end": 1717.29, "word": " a", "probability": 0.61767578125}, {"start": 1717.29, "end": 1717.73, "word": " customer", "probability": 0.7705078125}, {"start": 1717.73, "end": 1718.81, "word": " wants", "probability": 0.669921875}, {"start": 1718.81, "end": 1719.21, "word": " this", "probability": 0.91552734375}, {"start": 1719.21, "end": 1719.65, "word": " special", "probability": 0.8828125}, {"start": 1719.65, "end": 1720.05, "word": " type", "probability": 0.97412109375}, {"start": 1720.05, "end": 1720.23, "word": " of", "probability": 0.95947265625}, {"start": 1720.23, "end": 1720.71, "word": " relationship", "probability": 0.8974609375}, {"start": 1720.71, "end": 1723.07, "word": " So", "probability": 0.611328125}, {"start": 1723.07, "end": 1723.73, "word": " size", "probability": 0.76220703125}, {"start": 1723.73, "end": 1724.07, "word": " as", "probability": 0.90478515625}, {"start": 1724.07, "end": 1724.27, "word": " we", "probability": 0.9609375}, {"start": 1724.27, "end": 1724.65, "word": " said", "probability": 0.935546875}, {"start": 1724.65, "end": 1725.87, "word": " Isn't", "probability": 0.701904296875}, {"start": 1725.87, "end": 1726.37, "word": " always", "probability": 0.90185546875}, {"start": 1726.37, "end": 1726.75, "word": " a", "probability": 0.9921875}, {"start": 1726.75, "end": 1727.15, "word": " healthy", "probability": 0.9150390625}, {"start": 1727.15, "end": 1727.65, "word": " correct", "probability": 0.8828125}, {"start": 1727.65, "end": 1728.29, "word": " indicator", "probability": 0.97900390625}, {"start": 1728.29, "end": 1729.13, "word": " for", "probability": 0.8828125}, {"start": 1729.13, "end": 1729.37, "word": " the", "probability": 0.92041015625}, {"start": 1729.37, "end": 1729.71, "word": " sales", "probability": 0.921875}, {"start": 1729.71, "end": 1730.09, "word": " volume", "probability": 0.9443359375}, {"start": 1730.09, "end": 1730.35, "word": " and", "probability": 0.93408203125}, {"start": 1730.35, "end": 1730.53, "word": " for", "probability": 0.9384765625}, {"start": 1730.53, "end": 1730.75, "word": " the", "probability": 0.912109375}, {"start": 1730.75, "end": 1731.25, "word": " sales", "probability": 0.91357421875}, {"start": 1731.25, "end": 1732.69, "word": " profitability", "probability": 0.9365234375}, {"start": 1732.69, "end": 1735.91, "word": " Any", "probability": 0.81298828125}, {"start": 1735.91, "end": 1736.31, "word": " question", "probability": 0.7392578125}, {"start": 1736.31, "end": 1736.53, "word": " any", "probability": 0.465087890625}, {"start": 1736.53, "end": 1736.87, "word": " comments", "probability": 0.81591796875}, {"start": 1736.87, "end": 1737.11, "word": " about", "probability": 0.9130859375}, {"start": 1737.11, "end": 1737.35, "word": " this", "probability": 0.7744140625}, {"start": 1737.35, "end": 1737.71, "word": " class?", "probability": 0.9619140625}, {"start": 1738.89, "end": 1739.65, "word": " Let's", "probability": 0.6470947265625}, {"start": 1739.65, "end": 1740.17, "word": " conclude", "probability": 0.8193359375}, {"start": 1740.17, "end": 1740.55, "word": " by", "probability": 0.94482421875}, {"start": 1740.55, "end": 1740.91, "word": " this", "probability": 0.95166015625}], "temperature": 1.0}, {"id": 66, "seek": 176832, "start": 1742.58, "end": 1768.32, "text": " If this is the case, then let's talk about the differences between the regular department and the strategic department under the ceiling which is called OS, organizational structure. How they are thinking, how they are behaving. When we are saying a previous approach, we are referring to the ordinary or regular department. So this is the regular. And this is what? 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Item number one, business plan duration. Item number two, the structure of the business plan. 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So are they different in the duration and in the suck shop and in the personnel? Yes, they are different. Any question or comments about this? 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Okay, last week we were talking + +2 +00:00:25,950 --> 00:00:28,670 +about three models to organize our sales force. + +3 +00:00:30,170 --> 00:00:34,890 +One of these organizational structure was named by + +4 +00:00:34,890 --> 00:00:39,090 +or is named by generalist structure. The second + +5 +00:00:39,090 --> 00:00:42,690 +was the product specialization model. The third + +6 +00:00:42,690 --> 00:00:46,510 +was customer specialization model. Today, + +7 +00:00:46,610 --> 00:00:49,370 +inshallah, we are going to review and discuss the + +8 +00:00:49,370 --> 00:00:53,590 +final model. this final model it is called the + +9 +00:00:53,590 --> 00:00:58,570 +functional specialization model now listen the + +10 +00:00:58,570 --> 00:01:02,250 +functional specialization model it is coming from + +11 +00:01:02,250 --> 00:01:05,690 +the word function it is coming from the word + +12 +00:01:05,690 --> 00:01:10,690 +function when we are referring to the function we + +13 +00:01:10,690 --> 00:01:13,530 +are referring mainly to the nature of the + +14 +00:01:13,530 --> 00:01:18,000 +activities and the tasks which will be performed + +15 +00:01:18,000 --> 00:01:23,760 +by the sales force by the sales force. So once + +16 +00:01:23,760 --> 00:01:25,860 +again the functional model it is founded on the + +17 +00:01:25,860 --> 00:01:30,980 +word which is called function. A function if we + +18 +00:01:30,980 --> 00:01:33,940 +would like to analyze this word we are going to + +19 +00:01:33,940 --> 00:01:35,920 +refer to the tasks activities. + +20 +00:01:38,990 --> 00:01:43,890 +which each salesperson must do while performing + +21 +00:01:43,890 --> 00:01:50,510 +his or her work in the sales team. Now the fourth + +22 +00:01:50,510 --> 00:01:54,970 +model which is called the functional model it + +23 +00:01:54,970 --> 00:01:59,070 +comes to be performed and implemented in the sales + +24 +00:01:59,070 --> 00:02:02,870 +science because of one changes or one of the most + +25 +00:02:02,870 --> 00:02:05,710 +important changes which happened in the human + +26 +00:02:05,710 --> 00:02:12,790 +life. which is firms began to be more complex, + +27 +00:02:13,110 --> 00:02:17,450 +began to be more complicated. Also, they began to + +28 +00:02:17,450 --> 00:02:19,430 +adopt something called mass production. + +29 +00:02:22,730 --> 00:02:24,370 +Mass production. + +30 +00:02:26,430 --> 00:02:31,030 +This mass production, here we are talking about + +31 +00:02:31,030 --> 00:02:35,710 +its huge size. We are talking about its own + +32 +00:02:35,710 --> 00:02:39,100 +complexity. Also, we are talking about a third + +33 +00:02:39,100 --> 00:02:40,640 +thing which is called diversity. + +34 +00:02:43,600 --> 00:02:45,900 +Diversity, as you know, we are referring to the + +35 +00:02:45,900 --> 00:02:50,320 +word difference. Thank you. The word difference. + +36 +00:02:51,640 --> 00:02:56,260 +Now, because of the technology, because of the + +37 +00:02:56,260 --> 00:02:59,280 +information technology, firms and companies began + +38 +00:02:59,280 --> 00:03:02,190 +to adopt something called mass production. This + +39 +00:03:02,190 --> 00:03:05,930 +massive production, it was very huge, also it was + +40 +00:03:05,930 --> 00:03:09,370 +very complex and finally it was very diverse and + +41 +00:03:09,370 --> 00:03:13,630 +different. Somebody is going to wonder, so what? + +42 +00:03:14,090 --> 00:03:16,770 +So what we are going to talk about different thing + +43 +00:03:16,770 --> 00:03:21,310 +which is all these things motivated or pushed the + +44 +00:03:21,310 --> 00:03:25,890 +human beings to enrich their own skills and to + +45 +00:03:25,890 --> 00:03:31,660 +enrich their own knowledge. In other words, If we + +46 +00:03:31,660 --> 00:03:34,500 +are going to talk about a sales force or a sales + +47 +00:03:34,500 --> 00:03:38,820 +staff member, we could not bear the fact that we + +48 +00:03:38,820 --> 00:03:42,020 +are going to hire one salesperson who is going to + +49 +00:03:42,020 --> 00:03:46,740 +understand or carry all this big size and + +50 +00:03:46,740 --> 00:03:49,920 +different levels of skills and knowledge about the + +51 +00:03:49,920 --> 00:03:52,580 +products and the goods which organizations are + +52 +00:03:52,580 --> 00:03:57,720 +selling. So they said, why we shouldn't divide the + +53 +00:03:57,720 --> 00:04:00,660 +tasks and responsibilities, and divide the skills + +54 +00:04:00,660 --> 00:04:03,980 +and knowledge, and let's hire each person + +55 +00:04:03,980 --> 00:04:07,040 +according to the nature of the function which he + +56 +00:04:07,040 --> 00:04:14,360 +or she should do. So later on, they began saying, + +57 +00:04:16,140 --> 00:04:20,080 +any sales staff member, we are going to find sales + +58 +00:04:20,080 --> 00:04:22,380 +staff member who will understand something called + +59 +00:04:22,380 --> 00:04:27,010 +or related to accounting. Others are specialized + +60 +00:04:27,010 --> 00:04:28,830 +in training, + +61 +00:04:31,590 --> 00:04:38,190 +a third in investment, a fourth in consultation, + +62 +00:04:40,750 --> 00:04:44,810 +a fifth in engineering and so on. + +63 +00:04:47,590 --> 00:04:50,740 +So if you are going to look at these words, You + +64 +00:04:50,740 --> 00:04:53,840 +are going to say that they are or they could be + +65 +00:04:53,840 --> 00:04:57,120 +summarized by one word which is the nature of the + +66 +00:04:57,120 --> 00:05:01,780 +function. In other words, the functional + +67 +00:05:01,780 --> 00:05:05,940 +specialization structure is saying if a person + +68 +00:05:05,940 --> 00:05:09,620 +under the sales staff member is specialized in + +69 +00:05:09,620 --> 00:05:13,840 +accounting, this person we cannot transfer him to + +70 +00:05:13,840 --> 00:05:17,880 +do the consultation work within the team. The vice + +71 +00:05:17,880 --> 00:05:23,810 +versa is correct. Why? His brain is mastering the + +72 +00:05:23,810 --> 00:05:25,850 +skills and knowledge which is related to the + +73 +00:05:25,850 --> 00:05:29,730 +function of accounting. The same thing happened. + +74 +00:05:32,210 --> 00:05:34,790 +So according to the functional specialization + +75 +00:05:34,790 --> 00:05:38,090 +structure, substitution isn't an easy task. + +76 +00:05:40,050 --> 00:05:43,890 +Substitution isn't an easy task. So let's + +77 +00:05:43,890 --> 00:05:46,430 +summarize what we said. So the functional + +78 +00:05:46,430 --> 00:05:48,630 +specialization, it focuses on the activities of + +79 +00:05:48,630 --> 00:05:51,330 +the function performed by customer contact people. + +80 +00:05:52,090 --> 00:05:54,930 +Now, the product and the market heterogeneity, + +81 +00:05:55,270 --> 00:06:00,430 +diversity, difference, and complexity may require + +82 +00:06:00,430 --> 00:06:04,410 +a diverse set of skills and knowledge used for + +83 +00:06:04,410 --> 00:06:08,880 +large global organizations. So what we can + +84 +00:06:08,880 --> 00:06:12,280 +conclude here? We can conclude that the nature of + +85 +00:06:12,280 --> 00:06:15,520 +production has changed. We began talking about + +86 +00:06:15,520 --> 00:06:18,420 +mass production. We began talking about massive + +87 +00:06:18,420 --> 00:06:21,120 +skills, massive knowledge. These massive skills + +88 +00:06:21,120 --> 00:06:25,540 +and knowledge cannot be absorbed by one brain. So + +89 +00:06:25,540 --> 00:06:29,780 +we need what? We need specialized sales persons + +90 +00:06:29,780 --> 00:06:36,530 +who will master one function. who will master one + +91 +00:06:36,530 --> 00:06:40,150 +function. This is reminding us with what we + +92 +00:06:40,150 --> 00:06:43,710 +studied in business essential number one, the + +93 +00:06:43,710 --> 00:06:48,630 +vision of work and specialization. So all these + +94 +00:06:48,630 --> 00:06:50,970 +things are related to the functional + +95 +00:06:50,970 --> 00:06:54,810 +specialization structure. Go on. Let's give + +96 +00:06:54,810 --> 00:06:58,490 +example for the organizational structure. Now if + +97 +00:06:58,490 --> 00:07:01,030 +you are going to look at this example, we are + +98 +00:07:01,030 --> 00:07:01,890 +going to see the following. + +99 +00:07:05,010 --> 00:07:08,610 +This is an example for a functional specialization + +100 +00:07:08,610 --> 00:07:11,070 +model. At the top, we are talking about the visual + +101 +00:07:11,070 --> 00:07:14,130 +marketing manager. In the second lower level, we + +102 +00:07:14,130 --> 00:07:17,710 +are talking about industry sales manager. Where we + +103 +00:07:17,710 --> 00:07:19,910 +are talking about the system manager. Over there, + +104 +00:07:19,930 --> 00:07:21,870 +we are talking about administrative manager. Look + +105 +00:07:21,870 --> 00:07:24,810 +at here. The function here is related to the + +106 +00:07:24,810 --> 00:07:28,010 +industry. The function here is related to the + +107 +00:07:28,010 --> 00:07:30,270 +system. The function here is related to + +108 +00:07:30,270 --> 00:07:35,100 +administration. Later on these things also they + +109 +00:07:35,100 --> 00:07:38,080 +are subdivided according to more specific + +110 +00:07:38,080 --> 00:07:41,440 +functions. So in this industry we began talking + +111 +00:07:41,440 --> 00:07:45,340 +about account executives which means sales + +112 +00:07:45,340 --> 00:07:48,680 +persons. They are the sales persons who are going + +113 +00:07:48,680 --> 00:07:51,900 +to interact with the customers. But later on here + +114 +00:07:51,900 --> 00:07:55,100 +we are talking about what? People who are + +115 +00:07:55,100 --> 00:07:57,920 +mastering or functioning or working in the + +116 +00:07:57,920 --> 00:08:01,420 +technical support team. Over there we are talking + +117 +00:08:01,420 --> 00:08:06,570 +about training and installation. So the + +118 +00:08:06,570 --> 00:08:08,810 +distribution and organization of the structure is + +119 +00:08:08,810 --> 00:08:11,570 +founded on the function which the salesperson is + +120 +00:08:11,570 --> 00:08:16,010 +performing. So if the person is working in the + +121 +00:08:16,010 --> 00:08:18,830 +field of training or installation, we cannot + +122 +00:08:18,830 --> 00:08:24,170 +transfer them or her to work as a salesperson. The + +123 +00:08:24,170 --> 00:08:26,790 +person who is working as a salesperson cannot + +124 +00:08:26,790 --> 00:08:30,530 +transfer to do or to provide technical support. + +125 +00:08:30,610 --> 00:08:35,370 +They cannot do that. Why? This is the skill and + +126 +00:08:35,370 --> 00:08:37,810 +the knowledge which they are understanding. This + +127 +00:08:37,810 --> 00:08:40,330 +is their own business. This is their own function. + +128 +00:08:40,670 --> 00:08:44,650 +This is their nature of work. Because of this, as + +129 +00:08:44,650 --> 00:08:47,430 +we said before, substitution isn't uneasy + +130 +00:08:47,430 --> 00:08:50,490 +according to the ideology of the functional + +131 +00:08:50,490 --> 00:08:57,030 +specialization structure. Clear? Go on. Let's sum + +132 +00:08:57,030 --> 00:09:00,090 +up the advantages and disadvantages of this model. + +133 +00:09:00,230 --> 00:09:04,760 +Now, look at her. We are going to talk about two + +134 +00:09:04,760 --> 00:09:07,600 +major advantages. Number one, more functional + +135 +00:09:07,600 --> 00:09:12,680 +focus, as we said. So it is founded, it is focused + +136 +00:09:12,680 --> 00:09:16,300 +on the function or the activity, which this person + +137 +00:09:16,300 --> 00:09:21,040 +is doing. If this is an advantage, it will lead to + +138 +00:09:21,040 --> 00:09:24,120 +another advantage, which means they will be able + +139 +00:09:24,120 --> 00:09:27,060 +to diagnose a problem easily and to solve it + +140 +00:09:27,060 --> 00:09:30,100 +easily. Because of this, we are talking about a + +141 +00:09:30,100 --> 00:09:33,280 +second advantage, which is it gives us the ability + +142 +00:09:33,280 --> 00:09:37,340 +to provide a problem solution. Because each person + +143 +00:09:37,340 --> 00:09:40,340 +is mastering the function which he or she is + +144 +00:09:40,340 --> 00:09:44,680 +doing. So in this case, any problem which they are + +145 +00:09:44,680 --> 00:09:47,580 +going to encounter while they are selling, it is + +146 +00:09:47,580 --> 00:09:50,800 +easy to be diagnosed or it is easy to be solved. + +147 +00:09:52,840 --> 00:09:55,160 +But on the other hand, we are talking about + +148 +00:09:55,160 --> 00:09:58,610 +disadvantages also. The biggest disadvantage is + +149 +00:09:58,610 --> 00:10:02,210 +the following, it may conflict with the personal + +150 +00:10:02,210 --> 00:10:04,450 +staff members who are working in marketing. + +151 +00:10:07,950 --> 00:10:13,010 +If we are going to organize our sales force + +152 +00:10:13,010 --> 00:10:17,310 +according to the functional model, + +153 +00:10:19,450 --> 00:10:23,010 +we said one of the functions might be for example + +154 +00:10:23,010 --> 00:10:27,170 +training. In other words, we are referring to the + +155 +00:10:27,170 --> 00:10:31,410 +sales persons who are training the customers how + +156 +00:10:31,410 --> 00:10:34,190 +to perform or deal with an instrument or good or + +157 +00:10:34,190 --> 00:10:37,550 +product. If you are going to think of this + +158 +00:10:37,550 --> 00:10:41,150 +training item, it might be done by another + +159 +00:10:41,150 --> 00:10:45,030 +personnel who is working in the marketing + +160 +00:10:45,030 --> 00:10:45,770 +department. + +161 +00:10:48,530 --> 00:10:52,010 +With this here, we are talking about what? Sales + +162 +00:10:52,010 --> 00:10:55,690 +department. So we are talking about something + +163 +00:10:55,690 --> 00:10:57,770 +called duplications. + +164 +00:11:00,840 --> 00:11:04,420 +Which means the training part it is done or + +165 +00:11:04,420 --> 00:11:07,500 +performed by the people who are working in the + +166 +00:11:07,500 --> 00:11:09,860 +sales department founded or structured on + +167 +00:11:09,860 --> 00:11:13,860 +functional model. And the same task it is done by + +168 +00:11:13,860 --> 00:11:16,880 +a personal staff member who are working in + +169 +00:11:16,880 --> 00:11:20,280 +marketing department. Is this a duplication? Yes. + +170 +00:11:20,700 --> 00:11:23,140 +Is it a waste of resources? Yes. Is it a waste of + +171 +00:11:23,140 --> 00:11:26,420 +time? Yes. Is it a waste of cost? Yes. Because of + +172 +00:11:26,420 --> 00:11:28,720 +this, this is considered to be one of the + +173 +00:11:28,720 --> 00:11:32,290 +disadvantages. A second thing which is more + +174 +00:11:32,290 --> 00:11:35,190 +expensive. Somebody is going to say why it is more + +175 +00:11:35,190 --> 00:11:38,930 +expensive? Simply because the senior management of + +176 +00:11:38,930 --> 00:11:41,330 +the sales organization, they are paying for + +177 +00:11:41,330 --> 00:11:45,710 +brains, they are paying for skills, they are + +178 +00:11:45,710 --> 00:11:49,090 +paying for knowledge. So if the knowledge of this + +179 +00:11:49,090 --> 00:11:51,590 +salesperson is going to be missed, how it is going + +180 +00:11:51,590 --> 00:11:54,390 +to be missed? The sales staff member decided to + +181 +00:11:54,390 --> 00:11:58,010 +retire or decided to resign. So how are we going + +182 +00:11:58,010 --> 00:12:01,740 +to substitute him or her? It isn't that easy. Why? + +183 +00:12:01,920 --> 00:12:05,680 +We cannot just simply transfer one person working + +184 +00:12:05,680 --> 00:12:08,440 +in another function and tell him or her, Wallah + +185 +00:12:08,440 --> 00:12:12,400 +please come and we are going to bless you in this + +186 +00:12:12,400 --> 00:12:18,040 +function. Is he going to do the work? We are not + +187 +00:12:18,040 --> 00:12:20,620 +expecting this to happen easily. So what we are + +188 +00:12:20,620 --> 00:12:24,230 +going to do, We are going to hire for a new staff + +189 +00:12:24,230 --> 00:12:26,950 +member who are having similar technical knowledge + +190 +00:12:26,950 --> 00:12:29,910 +and skill. Is this a very time-consuming? Of + +191 +00:12:29,910 --> 00:12:32,890 +course. And every day which is going to pass and + +192 +00:12:32,890 --> 00:12:35,570 +the firm doesn't have the suitable person, this is + +193 +00:12:35,570 --> 00:12:40,550 +considered to be what? A loss. And later on, if + +194 +00:12:40,550 --> 00:12:42,870 +you are going to hunt down a qualified person, + +195 +00:12:43,530 --> 00:12:47,450 +this person might reject your offer, asking for a + +196 +00:12:47,450 --> 00:12:50,540 +higher level of compensation. In this case, do you + +197 +00:12:50,540 --> 00:12:53,060 +think the senior management is going to yield to + +198 +00:12:53,060 --> 00:12:55,660 +the willing of this person? Yes. What's the + +199 +00:12:55,660 --> 00:12:58,840 +meaning of yield? Of course. + +200 +00:13:00,480 --> 00:13:04,040 +Because of this, we are saying more expensive. + +201 +00:13:04,180 --> 00:13:06,940 +These are the two disadvantages. Any questions, + +202 +00:13:07,080 --> 00:13:09,020 +any comments about the functional structure model? + +203 +00:13:10,520 --> 00:13:15,160 +Now, look at here. Let's give realistic examples. + +204 +00:13:17,390 --> 00:13:19,770 +Over here, we are talking about functional + +205 +00:13:19,770 --> 00:13:23,850 +specialization. Look at the alternatives which are + +206 +00:13:23,850 --> 00:13:28,870 +experimented by different firms. Over here, we are + +207 +00:13:28,870 --> 00:13:32,490 +listing some of the American companies. One of + +208 +00:13:32,490 --> 00:13:35,830 +them is called American Express. This American + +209 +00:13:35,830 --> 00:13:39,270 +company is specialized in shipment. Letters, + +210 +00:13:39,410 --> 00:13:42,950 +envelopes, shipments and so on. The American + +211 +00:13:42,950 --> 00:13:46,190 +Express along with Gillette which is responsible + +212 +00:13:46,190 --> 00:13:49,930 +for producing the shaving equipment, they are + +213 +00:13:49,930 --> 00:13:54,970 +saying, we are not going to hire any sales persons + +214 +00:13:54,970 --> 00:13:59,030 +except those who are able to attract new + +215 +00:13:59,030 --> 00:13:59,910 +customers. + +216 +00:14:02,110 --> 00:14:05,950 +Somebody is going to say, so the function of this + +217 +00:14:05,950 --> 00:14:09,630 +sales person is to hire or to hunt a new customer. + +218 +00:14:10,290 --> 00:14:14,530 +Is this right? It's right. Let's go on in this + +219 +00:14:14,530 --> 00:14:18,170 +sentence, analyze its meaning. What does it mean? + +220 +00:14:19,310 --> 00:14:22,510 +It means persons who are able to catch the heart + +221 +00:14:22,510 --> 00:14:25,810 +and the brains and the eyes of people who are + +222 +00:14:25,810 --> 00:14:30,450 +going to meet them for the first time. This is the + +223 +00:14:30,450 --> 00:14:35,110 +secret for hiring or recruiting new customers. + +224 +00:14:35,490 --> 00:14:39,930 +How? They will say, let's look at the character of + +225 +00:14:39,930 --> 00:14:43,880 +our sales people. And let's see how they are + +226 +00:14:43,880 --> 00:14:49,820 +approaching new people. If they are able to leave + +227 +00:14:49,820 --> 00:14:53,800 +a good impression for them, then this is the + +228 +00:14:53,800 --> 00:14:56,700 +answer or this is the right staff member whom we + +229 +00:14:56,700 --> 00:15:02,060 +should hire. If they are not, this means we cannot + +230 +00:15:02,060 --> 00:15:07,660 +hire them as salesperson. So the function of this + +231 +00:15:07,660 --> 00:15:09,880 +salesperson according to the American Express + +232 +00:15:09,880 --> 00:15:15,400 +Angelette is to attract customers by your face, + +233 +00:15:16,060 --> 00:15:21,140 +your words and your method of communication. Over + +234 +00:15:21,140 --> 00:15:23,100 +there, we are talking about Browning Ferris + +235 +00:15:23,100 --> 00:15:27,920 +Industries. They are saying, we are not able or we + +236 +00:15:27,920 --> 00:15:31,840 +do not care about new customers. They are saying, + +237 +00:15:32,480 --> 00:15:37,460 +our sales persons, they must be able to retain our + +238 +00:15:37,460 --> 00:15:43,260 +customers. have again by different techniques of + +239 +00:15:43,260 --> 00:15:45,540 +communication and assistance and coordination. + +240 +00:15:46,700 --> 00:15:49,160 +This is considered to be the key for our own + +241 +00:15:49,160 --> 00:15:53,440 +profitability. Other firms they are saying like + +242 +00:15:53,440 --> 00:15:56,100 +Lexmark International they are saying we do not + +243 +00:15:56,100 --> 00:16:00,060 +care about the new customers and we do not take or + +244 +00:16:00,060 --> 00:16:03,700 +we do not take care or care about the functions of + +245 +00:16:03,700 --> 00:16:06,900 +the salesperson for retaining our customers. We + +246 +00:16:06,900 --> 00:16:09,760 +are looking for customers who are going to do one + +247 +00:16:09,760 --> 00:16:12,900 +simple function which is to satisfy the end users + +248 +00:16:12,900 --> 00:16:18,920 +of our product. Their function is to satisfy the + +249 +00:16:18,920 --> 00:16:21,940 +end users of our product. This is the key of our + +250 +00:16:21,940 --> 00:16:26,880 +sales and profitability. But other firms like 3M + +251 +00:16:26,880 --> 00:16:30,920 +and AT&T. AT&T is considered to be the first + +252 +00:16:30,920 --> 00:16:35,750 +American ground telecommunication in America. Its + +253 +00:16:35,750 --> 00:16:39,190 +age is more than 100 years. Its age is more than + +254 +00:16:39,190 --> 00:16:43,210 +one century. It is the first American company + +255 +00:16:43,210 --> 00:16:46,950 +which began providing American citizens, families + +256 +00:16:46,950 --> 00:16:50,430 +and companies with a ground telecommunication + +257 +00:16:50,430 --> 00:16:56,510 +lines. The people over there, they will say, if we + +258 +00:16:56,510 --> 00:16:59,930 +would like to hire sales persons, we do not + +259 +00:16:59,930 --> 00:17:05,830 +consider Any salesperson to do anything except one + +260 +00:17:05,830 --> 00:17:08,730 +thing, which is this salesperson must be engineer. + +261 +00:17:11,090 --> 00:17:14,890 +If they are engineer, they are going to succeed in + +262 +00:17:14,890 --> 00:17:17,490 +achieving our own profitability and our own sales. + +263 +00:17:18,830 --> 00:17:22,350 +If their function is then to do as an engineer, we + +264 +00:17:22,350 --> 00:17:26,700 +cannot hire them. The same thing here with IBM + +265 +00:17:26,700 --> 00:17:29,840 +which is manufacturing computers as you know and + +266 +00:17:29,840 --> 00:17:34,040 +Mixon corporation, they are saying we cannot hire + +267 +00:17:34,040 --> 00:17:37,580 +any salesperson unless he or she is able to + +268 +00:17:37,580 --> 00:17:39,440 +provide something called service consultation. + +269 +00:17:41,880 --> 00:17:44,960 +If they are able to provide these things, then we + +270 +00:17:44,960 --> 00:17:49,740 +can hire them to be salesperson. So look at here, + +271 +00:17:50,360 --> 00:17:53,770 +what we can conclude from this example? We can + +272 +00:17:53,770 --> 00:17:58,050 +conclude one simple thing. First, this is going to + +273 +00:17:58,050 --> 00:18:02,170 +be in the exam. There is something called one best + +274 +00:18:02,170 --> 00:18:07,630 +method approach of sales. Second, we are talking + +275 +00:18:07,630 --> 00:18:10,270 +about individual differences among firms and + +276 +00:18:10,270 --> 00:18:14,330 +companies. We were talking about individual + +277 +00:18:14,330 --> 00:18:16,670 +differences among human beings. The same thing + +278 +00:18:16,670 --> 00:18:23,520 +likewise is applicable on the firms. We are + +279 +00:18:23,520 --> 00:18:26,760 +talking about individual differences among firms. + +280 +00:18:28,240 --> 00:18:32,460 +So this fact of individual differences is forcing + +281 +00:18:32,460 --> 00:18:36,820 +the firms to adopt different approaches of sales + +282 +00:18:36,820 --> 00:18:40,280 +and different approaches of organizational + +283 +00:18:40,280 --> 00:18:44,420 +structures. So the organizational structure which + +284 +00:18:44,420 --> 00:18:48,000 +is applicable in that firm it doesn't necessarily + +285 +00:18:48,000 --> 00:18:53,140 +mean it is going to succeed in our firm and so on. + +286 +00:18:54,380 --> 00:18:58,440 +So, what is our conclusion? Our conclusion is + +287 +00:18:58,440 --> 00:19:02,860 +summarized here. There is no one best way to + +288 +00:19:02,860 --> 00:19:07,670 +organize our sales force. But why? Because we are + +289 +00:19:07,670 --> 00:19:10,990 +talking about individual differences among firms + +290 +00:19:10,990 --> 00:19:15,070 +and companies. Firms and companies are not looking + +291 +00:19:15,070 --> 00:19:18,310 +like each other. They are different. They are + +292 +00:19:18,310 --> 00:19:23,170 +different in so many things. So companies are + +293 +00:19:23,170 --> 00:19:26,230 +experimenting with many different forms in order + +294 +00:19:26,230 --> 00:19:30,630 +to compete in profitability. If this is the case, + +295 +00:19:30,870 --> 00:19:35,130 +then a company should start by examining its + +296 +00:19:35,130 --> 00:19:37,750 +customers and looking at its organizational form + +297 +00:19:37,750 --> 00:19:42,110 +with the customer's perspective. Each firm must + +298 +00:19:42,110 --> 00:19:47,230 +answer or address one issue, which is, who are our + +299 +00:19:47,230 --> 00:19:51,930 +customers? After that, we can think about building + +300 +00:19:51,930 --> 00:19:55,570 +a suitable organizational structure. But this is + +301 +00:19:55,570 --> 00:19:58,430 +considered to be what the first step in building + +302 +00:19:58,430 --> 00:20:01,950 +OS, organizational structure. + +303 +00:20:03,750 --> 00:20:10,290 +Move on. Now, we finish the formulas of the + +304 +00:20:10,290 --> 00:20:12,890 +organizational structures we talked about the + +305 +00:20:12,890 --> 00:20:15,490 +generalist we talked about the product + +306 +00:20:15,490 --> 00:20:18,590 +specialization we talked about the customer + +307 +00:20:18,590 --> 00:20:22,230 +specialization after a while or before a while we + +308 +00:20:22,230 --> 00:20:26,950 +talked about the functional structure now we are + +309 +00:20:26,950 --> 00:20:29,090 +going to talk about the second part of this + +310 +00:20:29,090 --> 00:20:33,410 +chapter with this second part we will talk about + +311 +00:20:33,410 --> 00:20:36,210 +strategic account management program look at here + +312 +00:20:36,210 --> 00:20:38,050 +now listen + +313 +00:20:42,690 --> 00:20:44,850 +If we are going to talk about organizational + +314 +00:20:44,850 --> 00:20:50,070 +structure, for a while, what did we say? We said + +315 +00:20:50,070 --> 00:20:52,330 +technology changed the nature of the industry. + +316 +00:20:53,350 --> 00:20:55,350 +Farmers began to believe in something called mass + +317 +00:20:55,350 --> 00:20:59,270 +production. Mass production led to diverse and + +318 +00:20:59,270 --> 00:21:04,050 +complex goods and products. All these things began + +319 +00:21:04,050 --> 00:21:06,950 +saying, if we would like to organize our sales + +320 +00:21:06,950 --> 00:21:09,730 +staff member, our sales staff member should be + +321 +00:21:09,730 --> 00:21:15,500 +divided. into two branches sales persons who are + +322 +00:21:15,500 --> 00:21:19,320 +going to work in something called regular sales + +323 +00:21:19,320 --> 00:21:23,360 +department second one which is called strategic + +324 +00:21:23,360 --> 00:21:31,160 +department regular means it is a department which + +325 +00:21:31,160 --> 00:21:33,920 +is going to pay attention and handling all the + +326 +00:21:33,920 --> 00:21:37,120 +affairs and the matters of regular customers + +327 +00:21:37,120 --> 00:21:42,190 +ordinary customers On the other hand, the + +328 +00:21:42,190 --> 00:21:46,070 +strategic, it is going to refer to the department + +329 +00:21:46,070 --> 00:21:48,710 +and the sales persons who are going to deal and + +330 +00:21:48,710 --> 00:21:52,630 +satisfy and retain the most strategic customers, + +331 +00:21:52,790 --> 00:21:54,110 +the VIP. + +332 +00:21:56,410 --> 00:21:59,010 +Somebody is going to say, why companies began to + +333 +00:21:59,010 --> 00:22:02,730 +think in this way? Because they concluded one fact + +334 +00:22:02,730 --> 00:22:07,640 +which is The number or the size of the customer + +335 +00:22:07,640 --> 00:22:11,720 +doesn't always refer to the level of sales and to + +336 +00:22:11,720 --> 00:22:17,520 +the level of profitability. How? Look at here. In + +337 +00:22:17,520 --> 00:22:19,520 +the regular they are saying, imagine we are going + +338 +00:22:19,520 --> 00:22:24,180 +to have 100 customers. Which customer is going to + +339 +00:22:24,180 --> 00:22:27,560 +buy an item with the cost of this item is one US + +340 +00:22:27,560 --> 00:22:32,230 +dollar. So the total sales is going to be 100. In + +341 +00:22:32,230 --> 00:22:34,170 +the strategic, we are going to talk about one + +342 +00:22:34,170 --> 00:22:37,990 +customer who is going to buy an item and the cost + +343 +00:22:37,990 --> 00:22:42,410 +of this item is 1000 USD. So the total cost of + +344 +00:22:42,410 --> 00:22:45,650 +sales or the total sales is going to be 1000 USD. + +345 +00:22:46,710 --> 00:22:48,710 +But look at the customers here and look at the + +346 +00:22:48,710 --> 00:22:54,410 +customers over there. So they began saying, we + +347 +00:22:54,410 --> 00:22:58,930 +should not give a priority always for the number + +348 +00:22:58,930 --> 00:23:03,740 +of the customers. we should look for the quality + +349 +00:23:03,740 --> 00:23:07,640 +of the customer when we are saying quality of the + +350 +00:23:07,640 --> 00:23:11,120 +customer either he or she is strategic or non + +351 +00:23:11,120 --> 00:23:17,440 +-strategic okay now listen here we didn't finish + +352 +00:23:17,440 --> 00:23:21,960 +the companies asked themselves another question + +353 +00:23:21,960 --> 00:23:26,920 +they said if we would like to succeed in managing + +354 +00:23:26,920 --> 00:23:32,800 +strategic account management program We need + +355 +00:23:32,800 --> 00:23:36,520 +further requirements and the strongest requirement + +356 +00:23:36,520 --> 00:23:38,080 +is read this question. + +357 +00:23:45,800 --> 00:23:50,400 +How to select the customer? The mechanism of the + +358 +00:23:50,400 --> 00:23:53,740 +selection of the customer. Somebody is going to + +359 +00:23:53,740 --> 00:23:58,220 +wonder why? Look at him. If the selection of the + +360 +00:23:58,220 --> 00:24:00,840 +customer, either he or she is irregular or + +361 +00:24:00,840 --> 00:24:05,120 +strategic, wasn't done in a very intelligent and + +362 +00:24:05,120 --> 00:24:08,720 +smart way, we are going to have a very bad, + +363 +00:24:09,000 --> 00:24:10,640 +dangerous result on the performance of Sales + +364 +00:24:10,640 --> 00:24:15,440 +Agency. How? Look at here. The wrong selection + +365 +00:24:15,440 --> 00:24:19,800 +might lead to increased number of customers. + +366 +00:24:21,310 --> 00:24:23,250 +The increased number of the customers who are + +367 +00:24:23,250 --> 00:24:25,550 +classified to be strategic but in fact they are + +368 +00:24:25,550 --> 00:24:29,670 +not strategic is going to lead to increased + +369 +00:24:29,670 --> 00:24:30,650 +pressure of work. + +370 +00:24:33,810 --> 00:24:36,290 +The increased pressure of work over the staff + +371 +00:24:36,290 --> 00:24:37,870 +member who are working in the strategic department + +372 +00:24:37,870 --> 00:24:44,270 +is going to lead by the end to lower + +373 +00:24:44,270 --> 00:24:51,360 +level of service. Why? We cannot satisfy every + +374 +00:24:51,360 --> 00:24:54,500 +strategic account because of their big and huge + +375 +00:24:54,500 --> 00:24:59,180 +number. This might lead as Haneen said might push + +376 +00:24:59,180 --> 00:25:03,020 +the management to increase what? The cost by + +377 +00:25:03,020 --> 00:25:07,000 +hiring extra staff members. Because of this what + +378 +00:25:07,000 --> 00:25:12,080 +we are saying selection is very important. We must + +379 +00:25:12,080 --> 00:25:16,020 +select the right customer to be a realistic + +380 +00:25:16,020 --> 00:25:19,740 +strategic account. Or if your selection is wrong, + +381 +00:25:20,260 --> 00:25:22,740 +the results and the consequences are going to be + +382 +00:25:22,740 --> 00:25:26,020 +devastating. Not only devastating, destructive. + +383 +00:25:27,420 --> 00:25:31,920 +Clear? Let's summarize this. Now this is + +384 +00:25:31,920 --> 00:25:36,240 +summarized here. Look, regardless of whether the + +385 +00:25:36,240 --> 00:25:38,560 +sales force consists of specialists or + +386 +00:25:38,560 --> 00:25:41,940 +journalists, one of the most significant changes + +387 +00:25:41,940 --> 00:25:45,840 +now occurring in marketing is that many + +388 +00:25:45,840 --> 00:25:49,940 +organizations are finding it necessary to develop + +389 +00:25:49,940 --> 00:25:53,120 +a strategic account management program in addition + +390 +00:25:53,120 --> 00:25:58,100 +to their regular sales force. Because of this, + +391 +00:25:58,180 --> 00:26:02,190 +what did we say? Strategic and gone. A strategic + +392 +00:26:02,190 --> 00:26:05,690 +account management program is more than a selling + +393 +00:26:05,690 --> 00:26:09,530 +strategy. We are not only making a work which is + +394 +00:26:09,530 --> 00:26:12,770 +called selling, but it is a marketing philosophy, + +395 +00:26:13,810 --> 00:26:17,150 +which means it is directed at a select group of + +396 +00:26:17,150 --> 00:26:21,210 +customers that account for this proportionality, + +397 +00:26:21,750 --> 00:26:25,660 +large share of sellers' total revenues. this is + +398 +00:26:25,660 --> 00:26:28,280 +the meaning of what one customer one hundred + +399 +00:26:28,280 --> 00:26:31,460 +customers but over there the sales volume or the + +400 +00:26:31,460 --> 00:26:34,720 +profitability is less than here even though the + +401 +00:26:34,720 --> 00:26:38,900 +number of the customer is greater so to succeed + +402 +00:26:38,900 --> 00:26:44,340 +this is this is a typo to succeed not to success + +403 +00:26:44,340 --> 00:26:48,180 +so to succeed in managing a new strategic account + +404 +00:26:48,180 --> 00:26:53,130 +you should address two issues which are account + +405 +00:26:53,130 --> 00:26:55,750 +selection and second is the organization + +406 +00:26:55,750 --> 00:27:00,710 +selection. Now let's conclude the class by + +407 +00:27:00,710 --> 00:27:04,550 +discussing the first item which is selection. + +408 +00:27:07,190 --> 00:27:11,670 +Now this slide also summarizes what we said + +409 +00:27:11,670 --> 00:27:17,530 +regarding the different or the devastating results + +410 +00:27:17,530 --> 00:27:20,690 +which might happen because of the wrong mechanism + +411 +00:27:20,690 --> 00:27:24,340 +of selection. Strategic account selection. Which + +412 +00:27:24,340 --> 00:27:26,580 +customer should be treated as a strategic account? + +413 +00:27:27,640 --> 00:27:30,480 +Many companies choose too many accounts to + +414 +00:27:30,480 --> 00:27:33,240 +participate in the program. To participate means + +415 +00:27:33,240 --> 00:27:37,240 +to include them to be strategic, but in fact they + +416 +00:27:37,240 --> 00:27:38,760 +are not strategic. + +417 +00:27:41,100 --> 00:27:45,200 +Resulting in leading in or leading to an overwork + +418 +00:27:45,200 --> 00:27:49,080 +for Salesforce. And this is what? The pressure of + +419 +00:27:49,080 --> 00:27:54,280 +work. and under served customers which means lower + +420 +00:27:54,280 --> 00:27:57,260 +level of service even though we are talking about + +421 +00:27:57,260 --> 00:28:02,080 +strategic department because of the increased + +422 +00:28:02,080 --> 00:28:06,720 +number of customers. Gone. So there is a tendency + +423 +00:28:06,720 --> 00:28:09,260 +to focus on a customer size because a few portions + +424 +00:28:09,260 --> 00:28:11,940 +of the largest customers are representing a big + +425 +00:28:11,940 --> 00:28:15,800 +portion of company sales. And losing one of those + +426 +00:28:15,800 --> 00:28:20,580 +customers is a disaster because each customer is a + +427 +00:28:20,580 --> 00:28:21,040 +fortune. + +428 +00:28:25,420 --> 00:28:29,380 +Now on + +429 +00:28:29,380 --> 00:28:32,280 +the other hand, size isn't a good indicator. + +430 +00:28:32,440 --> 00:28:35,770 +Remember this, this is very important. Size is not + +431 +00:28:35,770 --> 00:28:39,210 +a good indicator there a customer wants this + +432 +00:28:39,210 --> 00:28:44,650 +special type of relationship So size as we said + +433 +00:28:44,650 --> 00:28:49,370 +Isn't always a healthy correct indicator for the + +434 +00:28:49,370 --> 00:28:55,910 +sales volume and for the sales profitability Any + +435 +00:28:55,910 --> 00:28:59,650 +question any comments about this class? Let's + +436 +00:28:59,650 --> 00:29:05,240 +conclude by this If this is the case, then let's + +437 +00:29:05,240 --> 00:29:07,460 +talk about the differences between the regular + +438 +00:29:07,460 --> 00:29:11,060 +department and the strategic department under the + +439 +00:29:11,060 --> 00:29:13,420 +ceiling which is called OS, organizational + +440 +00:29:13,420 --> 00:29:16,500 +structure. How they are thinking, how they are + +441 +00:29:16,500 --> 00:29:20,340 +behaving. When we are saying a previous approach, + +442 +00:29:20,420 --> 00:29:22,300 +we are referring to the ordinary or regular + +443 +00:29:22,300 --> 00:29:26,720 +department. So this is the regular. And this is + +444 +00:29:26,720 --> 00:29:31,390 +what? The strategic. We would like to compare and + +445 +00:29:31,390 --> 00:29:35,170 +contrast among the two regarding three items. Item + +446 +00:29:35,170 --> 00:29:38,690 +number one, business plan duration. Item number + +447 +00:29:38,690 --> 00:29:41,050 +two, the structure of the business plan. Item + +448 +00:29:41,050 --> 00:29:44,510 +number three, who are involved, who are the staff + +449 +00:29:44,510 --> 00:29:46,710 +members who are responsible for performing the + +450 +00:29:46,710 --> 00:29:52,580 +work, which means personnel involvement. In the + +451 +00:29:52,580 --> 00:29:56,420 +regular, their work will be done according to a + +452 +00:29:56,420 --> 00:30:00,100 +business plan whose duration is between three up + +453 +00:30:00,100 --> 00:30:02,840 +to six months. But in the strategic, we are + +454 +00:30:02,840 --> 00:30:06,340 +talking about years rather than months. Another + +455 +00:30:06,340 --> 00:30:08,820 +difference, the structure of the business plan + +456 +00:30:08,820 --> 00:30:13,660 +here, they are adopting and working according to + +457 +00:30:13,660 --> 00:30:17,460 +tactics, tactical plan, operational plan, short + +458 +00:30:17,460 --> 00:30:22,420 +term, daily or weekly. But over there, we are + +459 +00:30:22,420 --> 00:30:25,100 +making our work according to strategic plans. + +460 +00:30:25,720 --> 00:30:27,980 +Because the strategic plans, they are going to be + +461 +00:30:27,980 --> 00:30:31,480 +the path for achieving two things, growth and + +462 +00:30:31,480 --> 00:30:35,460 +profitability. The third and the final difference + +463 +00:30:35,460 --> 00:30:39,760 +between the two approaches, for the personnel, we + +464 +00:30:39,760 --> 00:30:42,680 +are talking about ordinary sales representatives. + +465 +00:30:45,740 --> 00:30:49,890 +Reps means representatives. Sales representatives + +466 +00:30:49,890 --> 00:30:52,230 +who are going to be responsible for finalizing + +467 +00:30:52,230 --> 00:30:55,710 +everything related to sales. But in the strategic, + +468 +00:30:56,190 --> 00:30:59,790 +the situation is different. Exactly Fatima, we are + +469 +00:30:59,790 --> 00:31:03,210 +talking about senior management from both + +470 +00:31:03,210 --> 00:31:07,130 +companies. When we are saying both companies, the + +471 +00:31:07,130 --> 00:31:11,290 +seller and the buyer. So the senior management are + +472 +00:31:11,290 --> 00:31:15,010 +going to finalize all the transactions which are + +473 +00:31:15,010 --> 00:31:18,900 +related to strategic accounts. rather than + +474 +00:31:18,900 --> 00:31:24,420 +ordinary sales persons or representatives. So are + +475 +00:31:24,420 --> 00:31:28,940 +they different in the duration and in the suck + +476 +00:31:28,940 --> 00:31:31,460 +shop and in the personnel? Yes, they are + +477 +00:31:31,460 --> 00:31:34,920 +different. Any question or comments about this? + +478 +00:31:36,380 --> 00:31:39,780 +Okay, next time we will go on with chapter number + +479 +00:31:39,780 --> 00:31:40,920 +6. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..0019dcc92932bef7037ade812d80cb174766afd6 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E_postprocess.srt @@ -0,0 +1,2000 @@ +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 go-to-market strategy. Go-to-market + +4 +00:00:30,850 --> 00:00:36,790 +strategy. This strategy, it is founded in 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 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 on. 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 say, 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 + +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 for 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 us or + +25 +00:02:04,260 --> 00:02:07,520 +who is going to work with us? 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 exact position + +30 +00:02:22,760 --> 00:02:25,840 +where under 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? A second thing, 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 the sales persons, not all + +40 +00:03:02,710 --> 00:03:05,090 +the persons or the sales persons they have the + +41 +00:03:05,090 --> 00:03:07,190 +same characteristics and skills and experiences. + +42 +00:03:08,170 --> 00:03:10,950 +Let's give 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 a tiller + +45 +00:03:18,990 --> 00:03:23,850 +for a staff member who can control his nerves, who + +46 +00:03:23,850 --> 00:03:28,890 +is patient, who cannot be agitated easily. And the + +47 +00:03:28,890 --> 00:03:32,510 +management isn't ready to assign a position of + +48 +00:03:32,510 --> 00:03:36,270 +tiller for a staff member who is nervous, who can + +49 +00:03:36,270 --> 00:03:40,810 +be provoked easily, and so on. Why they are making + +50 +00:03:40,810 --> 00:03:43,810 +this? Because they are seeing each position has + +51 +00:03:43,810 --> 00:03:47,510 +its own responsibilities and has its own tasks. If + +52 +00:03:47,510 --> 00:03:49,370 +you are not going to vote for the right person for + +53 +00:03:49,370 --> 00:03:52,490 +the right position, this is going to create us + +54 +00:03:52,490 --> 00:03:56,920 +problems and troubles. The same thing 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 member. They will look at their own figures + +57 +00:04:02,600 --> 00:04:05,200 +and personalities and characters and 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 +adopt 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, Must be quiet, must be smart, must be + +63 +00:04:25,420 --> 00:04:28,620 +articulated, ability to speak and convince and so + +64 +00:04:28,620 --> 00:04:31,800 +on. This is or these are the characteristics of + +65 +00:04:31,800 --> 00:04:37,300 +what? Face-to-face salesperson. Can we assign this + +66 +00:04:37,300 --> 00:04:40,060 +position, I mean sales or face-to-face salesperson + +67 +00:04:40,060 --> 00:04:42,680 +to any person, to any sales staff member? Of + +68 +00:04:42,680 --> 00:04:46,840 +course not. Sometimes those people who cannot have + +69 +00:04:46,840 --> 00:04:50,300 +these traits or attributes, they should work + +70 +00:04:50,300 --> 00:04:53,800 +behind discs. This is the way in which we are + +71 +00:04:53,800 --> 00:04:57,360 +going to organize our sales team members. Okay? + +72 +00:04:57,940 --> 00:05:02,640 +Move on. Now, here we are going to talk about + +73 +00:05:02,640 --> 00:05:06,240 +steps. Steps required for what? For establishing + +74 +00:05:06,240 --> 00:05:10,100 +something called go-to-market strategy. If you are + +75 +00:05:10,100 --> 00:05:12,520 +going to look at these steps, you are going to + +76 +00:05:12,520 --> 00:05:15,480 +find that the first question is focusing on what + +77 +00:05:15,480 --> 00:05:18,560 +is the best way to segment the market. As we said, + +78 +00:05:19,540 --> 00:05:22,060 +This equation is reminding us with this question. + +79 +00:05:22,520 --> 00:05:25,520 +Where are our customers? How can we locate them? + +80 +00:05:25,600 --> 00:05:28,020 +How can we identify them? How can we figure them + +81 +00:05:28,020 --> 00:05:32,460 +out? We can figure them out by adopting a study + +82 +00:05:32,460 --> 00:05:35,560 +which is called market segmentation. A second + +83 +00:05:35,560 --> 00:05:37,760 +question, what are the essential activities + +84 +00:05:37,760 --> 00:05:41,360 +required by each segment? In other words, when we + +85 +00:05:41,360 --> 00:05:43,840 +are referring here to the essential activities, we + +86 +00:05:43,840 --> 00:05:47,530 +might refer to the demands of the customers. We + +87 +00:05:47,530 --> 00:05:50,910 +might refer to the products of the customer. We + +88 +00:05:50,910 --> 00:05:52,950 +might refer to the things which the customer + +89 +00:05:52,950 --> 00:05:56,610 +prefers to have and so on. So all these things + +90 +00:05:56,610 --> 00:05:59,910 +must be identified. How are we going to identify + +91 +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 one, 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 we are going to + +96 +00:06:14,550 --> 00:06:17,710 +organize ourselves as a sales staff member. 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, who face-to-face selling participants + +101 +00:06:32,010 --> 00:06:35,430 +should be used? or somebody is going to wonder why + +102 +00:06:35,430 --> 00:06:37,950 +we are referring to the face to face selling + +103 +00:06:37,950 --> 00:06:43,150 +particularly 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 is requiring special interests + +107 +00:06:54,770 --> 00:06:58,830 +special skills special experiences and by the way + +108 +00:06:58,830 --> 00:07:03,710 +if you do not have a previous knowledge about this + +109 +00:07:03,710 --> 00:07:06,470 +if you are going to ask me what is the most + +110 +00:07:06,470 --> 00:07:12,970 +difficult thing in life exactly 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 end each person has his + +113 +00:07:19,050 --> 00:07:24,330 +own goal and it's impossible to satisfy the end or + +114 +00:07:24,330 --> 00:07:28,800 +the goal of each 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 question or + +118 +00:07:38,500 --> 00:07:42,980 +comments about this? Okay, move on. Now, let's + +119 +00:07:42,980 --> 00:07:46,860 +repeat what we have just explained in other words. + +120 +00:07:48,360 --> 00:07:51,000 +So, 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 taken 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 which is + +127 +00:08:17,860 --> 00:08:20,980 +organized and it is consisting of stages. + +128 +00:08:23,750 --> 00:08:27,310 +Each stage is followed by a stage number two, 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 +disorder 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, has 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 another thing. This is important. + +139 +00:09:08,630 --> 00:09:11,350 +If you are going to ask you this question, give us + +140 +00:09:11,350 --> 00:09:15,070 +experience. A personal experience about a thing + +141 +00:09:15,070 --> 00:09:18,450 +which you purchased last week or in the last two + +142 +00:09:18,450 --> 00:09:23,270 +weeks. I'm expecting that each one at least she + +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, yalla. It is a crime, no? Anyone, yes? + +148 +00:09:47,460 --> 00:09:50,060 +Give us personal experience about 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 build your decision to + +151 +00:09:59,560 --> 00:10:03,900 +buy? I tended to go to the market to buy scarves + +152 +00:10:03,900 --> 00:10:08,940 +and I just went to the scarves shop and I just + +153 +00:10:08,940 --> 00:10:14,120 +chose which colours I wanted. You entered one shop + +154 +00:10:14,120 --> 00:10:18,320 +only? 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 formulated or built + +157 +00:10:26,260 --> 00:10:29,580 +according to reasons? What were they? I like the + +158 +00:10:29,580 --> 00:10:34,760 +colors in one shop more than the other. And I love + +159 +00:10:34,760 --> 00:10:38,740 +the shape of those cars in that market, that shop. + +160 +00:10:38,940 --> 00:10:41,440 +So I just bought it and I found the prices are + +161 +00:10:41,440 --> 00:10:47,790 +there. Reasonable? Reasonable. And after that you + +162 +00:10:47,790 --> 00:10:50,390 +took a decision? Yes. So what do we understand + +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 itself. + +165 +00:10:58,950 --> 00:11:05,570 +For two weeks, I go to the market and show my shop + +166 +00:11:05,570 --> 00:11:12,310 +to purchase shoes. Actually, I like to assemble + +167 +00:11:12,310 --> 00:11:15,870 +shoes in two places, but the first one, the person + +168 +00:11:15,870 --> 00:11:20,250 +who deal with me wasn't very... Easy going? + +169 +00:11:20,890 --> 00:11:21,950 +Smooth? Gentle? + +170 +00:11:35,010 --> 00:11:38,850 +So let's summarize or let's comment or look at 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. Decision of + +173 +00:11:46,670 --> 00:11:51,470 +purchasing doesn't happen at one shot. It doesn't + +174 +00:11:51,470 --> 00:11:55,630 +happen at one shot. It goes through stages. What + +175 +00:11:55,630 --> 00:11:57,790 +are these stages? We are going to talk about this + +176 +00:11:57,790 --> 00:12:01,490 +now in a very detailed way. Let's begin. Number + +177 +00:12:01,490 --> 00:12:05,210 +one, interest creation. Therefore, if you are + +178 +00:12:05,210 --> 00:12:09,870 +going to return back to Rafah. Sorry, Farah. I was + +179 +00:12:09,870 --> 00:12:13,490 +in Rafah last Thursday. If you return back to + +180 +00:12:13,490 --> 00:12:18,450 +Farah. Farah said, I bought a scrap. And if you + +181 +00:12:18,450 --> 00:12:21,420 +are going to ask her why she bought it, simply + +182 +00:12:21,420 --> 00:12:26,200 +because she needs it. Therefore, the need there is + +183 +00:12:26,200 --> 00:12:30,580 +considered to be the first seed for interest + +184 +00:12:30,580 --> 00:12:34,960 +creation. All the time remember each person has + +185 +00:12:34,960 --> 00:12:38,180 +his own needs. These needs must be fulfilled and + +186 +00:12:38,180 --> 00:12:42,660 +must be demanded and must be satisfied. Okay, so + +187 +00:12:42,660 --> 00:12:45,440 +that's a fraction of the need. is considered to be + +188 +00:12:45,440 --> 00:12:49,280 +the first seed in the creation of the interest. So + +189 +00:12:49,280 --> 00:12:51,760 +now we are interested in something. Why we are + +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 we would 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 +pre-purchase stage. If you are going to ask, what + +197 +00:13:15,620 --> 00:13:18,660 +are the informations which as a customer, which as + +198 +00:13:18,660 --> 00:13:22,220 +a consumer, I'm going to think of before I'm going + +199 +00:13:22,220 --> 00:13:25,920 +to take my decision of purchasing? I am going to + +200 +00:13:25,920 --> 00:13:29,500 +ask myself various questions. First, I will + +201 +00:13:29,500 --> 00:13:30,360 +collect information. + +202 +00:13:35,420 --> 00:13:39,380 +Second, I'm going to talk about the price. Third, + +203 +00:13:39,820 --> 00:13:41,640 +I'm going to talk about the characteristics of the + +204 +00:13:41,640 --> 00:13:41,820 +seller. + +205 +00:13:46,920 --> 00:13:52,480 +Of seller. Is he gentle? Quality. Also I'm going + +206 +00:13:52,480 --> 00:13:57,340 +to talk about quality. Benefits. And also I'm + +207 +00:13:57,340 --> 00:14:03,020 +going to compare the + +208 +00:14:03,020 --> 00:14:07,360 +product with the competitive products. + +209 +00:14:13,040 --> 00:14:18,760 +With the competitive products and so on. So all + +210 +00:14:18,760 --> 00:14:23,560 +these are considered to be a mental process. When + +211 +00:14:23,560 --> 00:14:26,360 +we are saying mental, equations which we are + +212 +00:14:26,360 --> 00:14:29,620 +having in our mind and we are trying to find an + +213 +00:14:29,620 --> 00:14:35,160 +answer for them. But remember, all this mental + +214 +00:14:35,160 --> 00:14:38,880 +storm is happening in your mind under pre + +215 +00:14:38,880 --> 00:14:42,680 +-purchasing stage. Before we are going to take the + +216 +00:14:42,680 --> 00:14:46,620 +actual decision of purchasing. But later on, what + +217 +00:14:46,620 --> 00:14:50,870 +is going to happen? We are going to take the + +218 +00:14:50,870 --> 00:14:54,170 +execution of the decision. In other words, we are + +219 +00:14:54,170 --> 00:14:59,770 +going to purchase. Now, in the purchasing, are we + +220 +00:14:59,770 --> 00:15:01,470 +talking about actions which is going to happen? + +221 +00:15:01,650 --> 00:15:05,870 +Yes. The most important thing which is going to + +222 +00:15:05,870 --> 00:15:08,890 +happen within this stage is, listen, look, + +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 we are going + +226 +00:15:23,120 --> 00:15:25,500 +to evaluate it? We are going to evaluate in the + +227 +00:15:25,500 --> 00:15:31,080 +terms of quality, in the terms of service, in the + +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 +decision of purchasing has been taken. Okay? Later + +231 +00:15:44,340 --> 00:15:47,860 +on, what's going to happen? We are going to talk + +232 +00:15:47,860 --> 00:15:51,200 +about the boss purchase. In the boss purchase + +233 +00:15:51,200 --> 00:15:55,440 +also, 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? Are things which + +239 +00:16:26,100 --> 00:16:30,620 +customers are thinking of. 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 +something which is very simple. The decision of + +242 +00:16:36,680 --> 00:16:40,780 +purchasing, it is a process. It is consisting 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 the 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 product + +249 +00:16:59,570 --> 00:17:03,430 +with the 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 summarized by 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 the feedback of the product, + +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 to be information + +258 +00:17:31,590 --> 00:17:37,750 +related to post-purchase. So, is this a 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 everybody every consumer whenever he is going + +263 +00:17:53,510 --> 00:17:56,610 +to buy something for sure he is 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 the interest where you + +268 +00:18:15,910 --> 00:18:23,450 +are going to look that it includes add the word S + +269 +00:18:23,450 --> 00:18:26,710 +here, the letter S. It includes all the ways that + +270 +00:18:26,710 --> 00:18:28,930 +the customers can learn about the benefits of the + +271 +00:18:28,930 --> 00:18:34,470 +product and the company. Now prospecting and + +272 +00:18:34,470 --> 00:18:38,590 +what's the meaning of prospecting? Searching or + +273 +00:18:38,590 --> 00:18:42,650 +looking for something called potential customers + +274 +00:18:42,650 --> 00:18:46,650 +for the product. Somebody is going to say, how did + +275 +00:18:46,650 --> 00:18:49,570 +this? We are making this 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 it in the exams, in + +278 +00:18:56,550 --> 00:18:58,830 +the middle 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 the place of the potential customers. + +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 to the + +283 +00:19:15,240 --> 00:19:19,620 +chance or to 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, it means potential customers. But + +288 +00:19:34,680 --> 00:19:37,680 +if it is in the format of gerund or verb, + +289 +00:19:37,980 --> 00:19:41,840 +prospecting, it 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 the 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 +incite them. What's the meaning of inciting them? + +296 +00:20:00,320 --> 00:20:04,020 +We would like to attract their own eyes on our + +297 +00:20:04,020 --> 00:20:08,420 +products. How? Either by good advertisement, by + +298 +00:20:08,420 --> 00:20:12,300 +good commercial, by attracting them or by any + +299 +00:20:12,300 --> 00:20:17,460 +attractive tool, by 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 awareness of the customer 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 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 now. The + +307 +00:20:44,040 --> 00:20:49,080 +second one is pre-purchase. In the pre-purchase, + +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 product 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 means specifications, 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 which we are going to gain + +315 +00:21:14,100 --> 00:21:18,110 +after we are going to purchase. Also, the customer + +316 +00:21:18,110 --> 00:21:21,890 +is going to ask himself or herself, listen, am I + +317 +00:21:21,890 --> 00:21:25,410 +qualified customer or not? Am I qualified + +318 +00:21:25,410 --> 00:21:30,010 +prospects or not? So prospects here, it pumps up + +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 the customer is going to + +321 +00:21:36,830 --> 00:21:40,210 +answer this question? Simply, customer is going to + +322 +00:21:40,210 --> 00:21:44,010 +evaluate his own bucket, his own personal budget. + +323 +00:21:45,140 --> 00:21:48,740 +If he can afford the price, he will be qualified + +324 +00:21:48,740 --> 00:21:53,400 +as qualified prospects. If he doesn't 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 he will evaluate himself 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. Along with cooperating 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 to explain more on something called 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 + +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 +she is coming to you as a service provider. For + +337 +00:22:34,440 --> 00:22:38,220 +example, your company is working on audit. In + +338 +00:22:38,220 --> 00:22:41,380 +audit, this means that our purpose is to discover + +339 +00:22:41,380 --> 00:22:45,060 +the theft and illegal activities which might be + +340 +00:22:45,060 --> 00:22:49,260 +exercised within a firm. This owner of this firm, + +341 +00:22:49,380 --> 00:22:53,260 +he is complaining to you saying, I am encountering + +342 +00:22:53,260 --> 00:22:57,920 +repetitive thefts from the financial resources of + +343 +00:22:57,920 --> 00:23:02,080 +the company. 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 which is encountered by a customer + +347 +00:23:13,730 --> 00:23:17,770 +and is thrown on 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 he 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 domesticating company and product capability + +353 +00:23:34,690 --> 00:23:37,350 +or capabilities. All these things are going to be + +354 +00:23:37,350 --> 00:23:40,370 +determined and finalized under the second or 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 +purchasing. Here, we are talking about + +358 +00:23:49,010 --> 00:23:52,030 +negotiation, which is going to happen 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. This is 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 the conditions of 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 +can be seen vividly, especially if we are talking + +365 +00:24:14,590 --> 00:24:18,910 +about big movements or waves of sales. Correct? + +366 +00:24:19,760 --> 00:24:23,000 +Correct. What do you think these waves or these + +367 +00:24:23,000 --> 00:24:25,720 +stages or these procedures? Are they applicable + +368 +00:24:25,720 --> 00:24:28,320 +whenever you are going to enter a supermarket and + +369 +00:24:28,320 --> 00:24:31,760 +you are going to buy a piece of biscuit? Sometimes + +370 +00:24:31,760 --> 00:24:36,100 +yes. Somebody 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 to buy a piece of 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 are going to find the piece of + +375 +00:24:47,470 --> 00:24:51,470 +biscuit in this way and it is priced. It is + +376 +00:24:51,470 --> 00:24:56,010 +priced. Now, unconsciously your eyes is going to + +377 +00:24:56,010 --> 00:24:57,970 +look at the product, you will evaluate the product + +378 +00:24:57,970 --> 00:24:59,670 +regarding the color and the content and 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 what? 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 who is attendant? His price to product. So all + +385 +00:25:22,370 --> 00:25:24,710 +these things, you are going to finalize them + +386 +00:25:24,710 --> 00:25:30,170 +alone, unconsciously. In the same way which we are + +387 +00:25:30,170 --> 00:25:34,890 +talking about big 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 +I agreed on writing this proposal and I agreed on + +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 this biscuit isn't available in the scene + +393 +00:25:50,980 --> 00:25:57,380 +now. 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 whenever you would + +398 +00:26:12,000 --> 00:26:16,380 +like to buy for example a TV LCD or LCD TV + +399 +00:26:16,380 --> 00:26:19,160 +sometimes you are going to say some of the + +400 +00:26:19,160 --> 00:26:20,860 +companies they will say we are ready to deliver it + +401 +00:26:20,860 --> 00:26:23,480 +to your home and also we are ready to install it + +402 +00:26:23,480 --> 00:26:26,500 +for free. Other companies they 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 +they delivered and then installed one. Therefore + +407 +00:26:40,310 --> 00:26:43,450 +delivery and installation also it is regarding or + +408 +00:26:43,450 --> 00:26:46,070 +they are classified to be items within both + +409 +00:26:46,070 --> 00:26:48,130 +purchasing stations. The same thing with + +410 +00:26:48,130 --> 00:26:50,370 +addressing the customer questions, providing + +411 +00:26:50,370 --> 00:26:51,990 +information about the new features or + +412 +00:26:51,990 --> 00:26:55,450 +specifications and finally collecting payments if + +413 +00:26:55,450 --> 00:26:59,170 +the payments are going to be distributed through + +414 +00:26:59,170 --> 00:27:02,370 +months. Especially if you are talking about big + +415 +00:27:02,370 --> 00:27:04,750 +items like cars, vehicles or something like that. + +416 +00:27:05,990 --> 00:27:09,110 +Any question or comments about this? So these are + +417 +00:27:09,110 --> 00:27:14,090 +briefly the four stages which involved under + +418 +00:27:14,090 --> 00:27:18,550 +something called purchasing decision. In the + +419 +00:27:18,550 --> 00:27:24,550 +final, I might ask you this. Now, state whether + +420 +00:27:24,550 --> 00:27:28,890 +the following statement is true or false. After a + +421 +00:27:28,890 --> 00:27:34,690 +purchasing stage, It is focusing on providing a + +422 +00:27:34,690 --> 00:27:38,610 +guarantee insurance for the customer. True. True. + +423 +00:27:39,810 --> 00:27:43,390 +Look at this sentence once again. In the + +424 +00:27:43,390 --> 00:27:49,470 +purchasing stage, the customer is used to evaluate + +425 +00:27:49,470 --> 00:27:52,790 +the product along with the competitive products. + +426 +00:27:54,010 --> 00:27:57,790 +False. False. Exactly man. False. The answer, the + +427 +00:27:57,790 --> 00:28:02,890 +correct answer. Exactly. listen this is very + +428 +00:28:02,890 --> 00:28:07,010 +important listen listen please so once again + +429 +00:28:07,010 --> 00:28:10,930 +listen to the question in the purchasing stage or + +430 +00:28:10,930 --> 00:28:14,070 +in the purchasing process in the purchasing + +431 +00:28:14,070 --> 00:28:19,810 +process we are saying the customer is used to + +432 +00:28:19,810 --> 00:28:22,570 +evaluate the product itself + +433 +00:28:25,120 --> 00:28:28,100 +But when the customer is going to compare the + +434 +00:28:28,100 --> 00:28:32,160 +product with its competitive products in the pre + +435 +00:28:32,160 --> 00:28:35,960 +-purchase decision or before, as you said, this is + +436 +00:28:35,960 --> 00:28:39,780 +important. The questions in the midterm and the + +437 +00:28:39,780 --> 00:28:44,840 +final is going to be in this way. Clear? Any + +438 +00:28:44,840 --> 00:28:47,840 +questions? Any comments? Any questions? Any + +439 +00:28:47,840 --> 00:28:48,220 +comments? + +440 +00:28:51,660 --> 00:28:53,780 +Do you have any question about something called go + +441 +00:28:53,780 --> 00:28:58,480 +to market strategy? Any questions? Let's stop + +442 +00:28:58,480 --> 00:29:01,380 +here. Now we would like to ask you about your + +443 +00:29:01,380 --> 00:29:03,360 +assignment. I would like to listen to the + +444 +00:29:03,360 --> 00:29:06,420 +assignments or I would like some of the students + +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 splitting more than one example? + +452 +00:29:40,160 --> 00:29:43,640 +According to the economical status in Gaza, the + +453 +00:29:43,640 --> 00:29:46,440 +most strategic use 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 for the + +456 +00:29:53,760 --> 00:29:55,520 +most strategic use. 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? 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 shops for + +463 +00:30:20,740 --> 00:30:24,220 +clothes in Umar al-Muftar, Azaz Sawafiri, and + +464 +00:30:24,220 --> 00:30:29,120 +others, which sell any piece within the price by + +465 +00:30:29,120 --> 00:30:38,820 +30 shekels. And also, the shops which has spread + +466 +00:30:38,820 --> 00:30:41,200 +very widely at 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 the locus 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 also in the traditional markets like + +480 +00:31:44,820 --> 00:31:47,700 +the Arab markets all the time 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 live in a very 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 go on. If it is expensive, they will be + +490 +00:32:14,850 --> 00:32:20,650 +hesitant. Yes. This is our way. Okay, any question + +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 make the assignment? Who + +493 +00:32:28,390 --> 00:32:29,270 +didn't make 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 by 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 +available 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.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..0019dcc92932bef7037ade812d80cb174766afd6 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/5FaBDkn569E_raw.srt @@ -0,0 +1,2000 @@ +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 go-to-market strategy. Go-to-market + +4 +00:00:30,850 --> 00:00:36,790 +strategy. This strategy, it is founded in 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 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 on. 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 say, 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 + +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 for 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 us or + +25 +00:02:04,260 --> 00:02:07,520 +who is going to work with us? 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 exact position + +30 +00:02:22,760 --> 00:02:25,840 +where under 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? A second thing, 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 the sales persons, not all + +40 +00:03:02,710 --> 00:03:05,090 +the persons or the sales persons they have the + +41 +00:03:05,090 --> 00:03:07,190 +same characteristics and skills and experiences. + +42 +00:03:08,170 --> 00:03:10,950 +Let's give 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 a tiller + +45 +00:03:18,990 --> 00:03:23,850 +for a staff member who can control his nerves, who + +46 +00:03:23,850 --> 00:03:28,890 +is patient, who cannot be agitated easily. And the + +47 +00:03:28,890 --> 00:03:32,510 +management isn't ready to assign a position of + +48 +00:03:32,510 --> 00:03:36,270 +tiller for a staff member who is nervous, who can + +49 +00:03:36,270 --> 00:03:40,810 +be provoked easily, and so on. Why they are making + +50 +00:03:40,810 --> 00:03:43,810 +this? Because they are seeing each position has + +51 +00:03:43,810 --> 00:03:47,510 +its own responsibilities and has its own tasks. If + +52 +00:03:47,510 --> 00:03:49,370 +you are not going to vote for the right person for + +53 +00:03:49,370 --> 00:03:52,490 +the right position, this is going to create us + +54 +00:03:52,490 --> 00:03:56,920 +problems and troubles. The same thing 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 member. They will look at their own figures + +57 +00:04:02,600 --> 00:04:05,200 +and personalities and characters and 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 +adopt 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, Must be quiet, must be smart, must be + +63 +00:04:25,420 --> 00:04:28,620 +articulated, ability to speak and convince and so + +64 +00:04:28,620 --> 00:04:31,800 +on. This is or these are the characteristics of + +65 +00:04:31,800 --> 00:04:37,300 +what? Face-to-face salesperson. Can we assign this + +66 +00:04:37,300 --> 00:04:40,060 +position, I mean sales or face-to-face salesperson + +67 +00:04:40,060 --> 00:04:42,680 +to any person, to any sales staff member? Of + +68 +00:04:42,680 --> 00:04:46,840 +course not. Sometimes those people who cannot have + +69 +00:04:46,840 --> 00:04:50,300 +these traits or attributes, they should work + +70 +00:04:50,300 --> 00:04:53,800 +behind discs. This is the way in which we are + +71 +00:04:53,800 --> 00:04:57,360 +going to organize our sales team members. Okay? + +72 +00:04:57,940 --> 00:05:02,640 +Move on. Now, here we are going to talk about + +73 +00:05:02,640 --> 00:05:06,240 +steps. Steps required for what? For establishing + +74 +00:05:06,240 --> 00:05:10,100 +something called go-to-market strategy. If you are + +75 +00:05:10,100 --> 00:05:12,520 +going to look at these steps, you are going to + +76 +00:05:12,520 --> 00:05:15,480 +find that the first question is focusing on what + +77 +00:05:15,480 --> 00:05:18,560 +is the best way to segment the market. As we said, + +78 +00:05:19,540 --> 00:05:22,060 +This equation is reminding us with this question. + +79 +00:05:22,520 --> 00:05:25,520 +Where are our customers? How can we locate them? + +80 +00:05:25,600 --> 00:05:28,020 +How can we identify them? How can we figure them + +81 +00:05:28,020 --> 00:05:32,460 +out? We can figure them out by adopting a study + +82 +00:05:32,460 --> 00:05:35,560 +which is called market segmentation. A second + +83 +00:05:35,560 --> 00:05:37,760 +question, what are the essential activities + +84 +00:05:37,760 --> 00:05:41,360 +required by each segment? In other words, when we + +85 +00:05:41,360 --> 00:05:43,840 +are referring here to the essential activities, we + +86 +00:05:43,840 --> 00:05:47,530 +might refer to the demands of the customers. We + +87 +00:05:47,530 --> 00:05:50,910 +might refer to the products of the customer. We + +88 +00:05:50,910 --> 00:05:52,950 +might refer to the things which the customer + +89 +00:05:52,950 --> 00:05:56,610 +prefers to have and so on. So all these things + +90 +00:05:56,610 --> 00:05:59,910 +must be identified. How are we going to identify + +91 +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 one, 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 we are going to + +96 +00:06:14,550 --> 00:06:17,710 +organize ourselves as a sales staff member. 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, who face-to-face selling participants + +101 +00:06:32,010 --> 00:06:35,430 +should be used? or somebody is going to wonder why + +102 +00:06:35,430 --> 00:06:37,950 +we are referring to the face to face selling + +103 +00:06:37,950 --> 00:06:43,150 +particularly 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 is requiring special interests + +107 +00:06:54,770 --> 00:06:58,830 +special skills special experiences and by the way + +108 +00:06:58,830 --> 00:07:03,710 +if you do not have a previous knowledge about this + +109 +00:07:03,710 --> 00:07:06,470 +if you are going to ask me what is the most + +110 +00:07:06,470 --> 00:07:12,970 +difficult thing in life exactly 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 end each person has his + +113 +00:07:19,050 --> 00:07:24,330 +own goal and it's impossible to satisfy the end or + +114 +00:07:24,330 --> 00:07:28,800 +the goal of each 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 question or + +118 +00:07:38,500 --> 00:07:42,980 +comments about this? Okay, move on. Now, let's + +119 +00:07:42,980 --> 00:07:46,860 +repeat what we have just explained in other words. + +120 +00:07:48,360 --> 00:07:51,000 +So, 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 taken 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 which is + +127 +00:08:17,860 --> 00:08:20,980 +organized and it is consisting of stages. + +128 +00:08:23,750 --> 00:08:27,310 +Each stage is followed by a stage number two, 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 +disorder 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, has 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 another thing. This is important. + +139 +00:09:08,630 --> 00:09:11,350 +If you are going to ask you this question, give us + +140 +00:09:11,350 --> 00:09:15,070 +experience. A personal experience about a thing + +141 +00:09:15,070 --> 00:09:18,450 +which you purchased last week or in the last two + +142 +00:09:18,450 --> 00:09:23,270 +weeks. I'm expecting that each one at least she + +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, yalla. It is a crime, no? Anyone, yes? + +148 +00:09:47,460 --> 00:09:50,060 +Give us personal experience about 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 build your decision to + +151 +00:09:59,560 --> 00:10:03,900 +buy? I tended to go to the market to buy scarves + +152 +00:10:03,900 --> 00:10:08,940 +and I just went to the scarves shop and I just + +153 +00:10:08,940 --> 00:10:14,120 +chose which colours I wanted. You entered one shop + +154 +00:10:14,120 --> 00:10:18,320 +only? 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 formulated or built + +157 +00:10:26,260 --> 00:10:29,580 +according to reasons? What were they? I like the + +158 +00:10:29,580 --> 00:10:34,760 +colors in one shop more than the other. And I love + +159 +00:10:34,760 --> 00:10:38,740 +the shape of those cars in that market, that shop. + +160 +00:10:38,940 --> 00:10:41,440 +So I just bought it and I found the prices are + +161 +00:10:41,440 --> 00:10:47,790 +there. Reasonable? Reasonable. And after that you + +162 +00:10:47,790 --> 00:10:50,390 +took a decision? Yes. So what do we understand + +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 itself. + +165 +00:10:58,950 --> 00:11:05,570 +For two weeks, I go to the market and show my shop + +166 +00:11:05,570 --> 00:11:12,310 +to purchase shoes. Actually, I like to assemble + +167 +00:11:12,310 --> 00:11:15,870 +shoes in two places, but the first one, the person + +168 +00:11:15,870 --> 00:11:20,250 +who deal with me wasn't very... Easy going? + +169 +00:11:20,890 --> 00:11:21,950 +Smooth? Gentle? + +170 +00:11:35,010 --> 00:11:38,850 +So let's summarize or let's comment or look at 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. Decision of + +173 +00:11:46,670 --> 00:11:51,470 +purchasing doesn't happen at one shot. It doesn't + +174 +00:11:51,470 --> 00:11:55,630 +happen at one shot. It goes through stages. What + +175 +00:11:55,630 --> 00:11:57,790 +are these stages? We are going to talk about this + +176 +00:11:57,790 --> 00:12:01,490 +now in a very detailed way. Let's begin. Number + +177 +00:12:01,490 --> 00:12:05,210 +one, interest creation. Therefore, if you are + +178 +00:12:05,210 --> 00:12:09,870 +going to return back to Rafah. Sorry, Farah. I was + +179 +00:12:09,870 --> 00:12:13,490 +in Rafah last Thursday. If you return back to + +180 +00:12:13,490 --> 00:12:18,450 +Farah. Farah said, I bought a scrap. And if you + +181 +00:12:18,450 --> 00:12:21,420 +are going to ask her why she bought it, simply + +182 +00:12:21,420 --> 00:12:26,200 +because she needs it. Therefore, the need there is + +183 +00:12:26,200 --> 00:12:30,580 +considered to be the first seed for interest + +184 +00:12:30,580 --> 00:12:34,960 +creation. All the time remember each person has + +185 +00:12:34,960 --> 00:12:38,180 +his own needs. These needs must be fulfilled and + +186 +00:12:38,180 --> 00:12:42,660 +must be demanded and must be satisfied. Okay, so + +187 +00:12:42,660 --> 00:12:45,440 +that's a fraction of the need. is considered to be + +188 +00:12:45,440 --> 00:12:49,280 +the first seed in the creation of the interest. So + +189 +00:12:49,280 --> 00:12:51,760 +now we are interested in something. Why we are + +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 we would 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 +pre-purchase stage. If you are going to ask, what + +197 +00:13:15,620 --> 00:13:18,660 +are the informations which as a customer, which as + +198 +00:13:18,660 --> 00:13:22,220 +a consumer, I'm going to think of before I'm going + +199 +00:13:22,220 --> 00:13:25,920 +to take my decision of purchasing? I am going to + +200 +00:13:25,920 --> 00:13:29,500 +ask myself various questions. First, I will + +201 +00:13:29,500 --> 00:13:30,360 +collect information. + +202 +00:13:35,420 --> 00:13:39,380 +Second, I'm going to talk about the price. Third, + +203 +00:13:39,820 --> 00:13:41,640 +I'm going to talk about the characteristics of the + +204 +00:13:41,640 --> 00:13:41,820 +seller. + +205 +00:13:46,920 --> 00:13:52,480 +Of seller. Is he gentle? Quality. Also I'm going + +206 +00:13:52,480 --> 00:13:57,340 +to talk about quality. Benefits. And also I'm + +207 +00:13:57,340 --> 00:14:03,020 +going to compare the + +208 +00:14:03,020 --> 00:14:07,360 +product with the competitive products. + +209 +00:14:13,040 --> 00:14:18,760 +With the competitive products and so on. So all + +210 +00:14:18,760 --> 00:14:23,560 +these are considered to be a mental process. When + +211 +00:14:23,560 --> 00:14:26,360 +we are saying mental, equations which we are + +212 +00:14:26,360 --> 00:14:29,620 +having in our mind and we are trying to find an + +213 +00:14:29,620 --> 00:14:35,160 +answer for them. But remember, all this mental + +214 +00:14:35,160 --> 00:14:38,880 +storm is happening in your mind under pre + +215 +00:14:38,880 --> 00:14:42,680 +-purchasing stage. Before we are going to take the + +216 +00:14:42,680 --> 00:14:46,620 +actual decision of purchasing. But later on, what + +217 +00:14:46,620 --> 00:14:50,870 +is going to happen? We are going to take the + +218 +00:14:50,870 --> 00:14:54,170 +execution of the decision. In other words, we are + +219 +00:14:54,170 --> 00:14:59,770 +going to purchase. Now, in the purchasing, are we + +220 +00:14:59,770 --> 00:15:01,470 +talking about actions which is going to happen? + +221 +00:15:01,650 --> 00:15:05,870 +Yes. The most important thing which is going to + +222 +00:15:05,870 --> 00:15:08,890 +happen within this stage is, listen, look, + +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 we are going + +226 +00:15:23,120 --> 00:15:25,500 +to evaluate it? We are going to evaluate in the + +227 +00:15:25,500 --> 00:15:31,080 +terms of quality, in the terms of service, in the + +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 +decision of purchasing has been taken. Okay? Later + +231 +00:15:44,340 --> 00:15:47,860 +on, what's going to happen? We are going to talk + +232 +00:15:47,860 --> 00:15:51,200 +about the boss purchase. In the boss purchase + +233 +00:15:51,200 --> 00:15:55,440 +also, 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? Are things which + +239 +00:16:26,100 --> 00:16:30,620 +customers are thinking of. 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 +something which is very simple. The decision of + +242 +00:16:36,680 --> 00:16:40,780 +purchasing, it is a process. It is consisting 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 the 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 product + +249 +00:16:59,570 --> 00:17:03,430 +with the 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 summarized by 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 the feedback of the product, + +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 to be information + +258 +00:17:31,590 --> 00:17:37,750 +related to post-purchase. So, is this a 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 everybody every consumer whenever he is going + +263 +00:17:53,510 --> 00:17:56,610 +to buy something for sure he is 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 the interest where you + +268 +00:18:15,910 --> 00:18:23,450 +are going to look that it includes add the word S + +269 +00:18:23,450 --> 00:18:26,710 +here, the letter S. It includes all the ways that + +270 +00:18:26,710 --> 00:18:28,930 +the customers can learn about the benefits of the + +271 +00:18:28,930 --> 00:18:34,470 +product and the company. Now prospecting and + +272 +00:18:34,470 --> 00:18:38,590 +what's the meaning of prospecting? Searching or + +273 +00:18:38,590 --> 00:18:42,650 +looking for something called potential customers + +274 +00:18:42,650 --> 00:18:46,650 +for the product. Somebody is going to say, how did + +275 +00:18:46,650 --> 00:18:49,570 +this? We are making this 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 it in the exams, in + +278 +00:18:56,550 --> 00:18:58,830 +the middle 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 the place of the potential customers. + +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 to the + +283 +00:19:15,240 --> 00:19:19,620 +chance or to 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, it means potential customers. But + +288 +00:19:34,680 --> 00:19:37,680 +if it is in the format of gerund or verb, + +289 +00:19:37,980 --> 00:19:41,840 +prospecting, it 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 the 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 +incite them. What's the meaning of inciting them? + +296 +00:20:00,320 --> 00:20:04,020 +We would like to attract their own eyes on our + +297 +00:20:04,020 --> 00:20:08,420 +products. How? Either by good advertisement, by + +298 +00:20:08,420 --> 00:20:12,300 +good commercial, by attracting them or by any + +299 +00:20:12,300 --> 00:20:17,460 +attractive tool, by 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 awareness of the customer 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 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 now. The + +307 +00:20:44,040 --> 00:20:49,080 +second one is pre-purchase. In the pre-purchase, + +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 product 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 means specifications, 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 which we are going to gain + +315 +00:21:14,100 --> 00:21:18,110 +after we are going to purchase. Also, the customer + +316 +00:21:18,110 --> 00:21:21,890 +is going to ask himself or herself, listen, am I + +317 +00:21:21,890 --> 00:21:25,410 +qualified customer or not? Am I qualified + +318 +00:21:25,410 --> 00:21:30,010 +prospects or not? So prospects here, it pumps up + +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 the customer is going to + +321 +00:21:36,830 --> 00:21:40,210 +answer this question? Simply, customer is going to + +322 +00:21:40,210 --> 00:21:44,010 +evaluate his own bucket, his own personal budget. + +323 +00:21:45,140 --> 00:21:48,740 +If he can afford the price, he will be qualified + +324 +00:21:48,740 --> 00:21:53,400 +as qualified prospects. If he doesn't 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 he will evaluate himself 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. Along with cooperating 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 to explain more on something called 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 + +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 +she is coming to you as a service provider. For + +337 +00:22:34,440 --> 00:22:38,220 +example, your company is working on audit. In + +338 +00:22:38,220 --> 00:22:41,380 +audit, this means that our purpose is to discover + +339 +00:22:41,380 --> 00:22:45,060 +the theft and illegal activities which might be + +340 +00:22:45,060 --> 00:22:49,260 +exercised within a firm. This owner of this firm, + +341 +00:22:49,380 --> 00:22:53,260 +he is complaining to you saying, I am encountering + +342 +00:22:53,260 --> 00:22:57,920 +repetitive thefts from the financial resources of + +343 +00:22:57,920 --> 00:23:02,080 +the company. 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 which is encountered by a customer + +347 +00:23:13,730 --> 00:23:17,770 +and is thrown on 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 he 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 domesticating company and product capability + +353 +00:23:34,690 --> 00:23:37,350 +or capabilities. All these things are going to be + +354 +00:23:37,350 --> 00:23:40,370 +determined and finalized under the second or 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 +purchasing. Here, we are talking about + +358 +00:23:49,010 --> 00:23:52,030 +negotiation, which is going to happen 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. This is 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 the conditions of 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 +can be seen vividly, especially if we are talking + +365 +00:24:14,590 --> 00:24:18,910 +about big movements or waves of sales. Correct? + +366 +00:24:19,760 --> 00:24:23,000 +Correct. What do you think these waves or these + +367 +00:24:23,000 --> 00:24:25,720 +stages or these procedures? Are they applicable + +368 +00:24:25,720 --> 00:24:28,320 +whenever you are going to enter a supermarket and + +369 +00:24:28,320 --> 00:24:31,760 +you are going to buy a piece of biscuit? Sometimes + +370 +00:24:31,760 --> 00:24:36,100 +yes. Somebody 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 to buy a piece of 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 are going to find the piece of + +375 +00:24:47,470 --> 00:24:51,470 +biscuit in this way and it is priced. It is + +376 +00:24:51,470 --> 00:24:56,010 +priced. Now, unconsciously your eyes is going to + +377 +00:24:56,010 --> 00:24:57,970 +look at the product, you will evaluate the product + +378 +00:24:57,970 --> 00:24:59,670 +regarding the color and the content and 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 what? 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 who is attendant? His price to product. So all + +385 +00:25:22,370 --> 00:25:24,710 +these things, you are going to finalize them + +386 +00:25:24,710 --> 00:25:30,170 +alone, unconsciously. In the same way which we are + +387 +00:25:30,170 --> 00:25:34,890 +talking about big 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 +I agreed on writing this proposal and I agreed on + +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 this biscuit isn't available in the scene + +393 +00:25:50,980 --> 00:25:57,380 +now. 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 whenever you would + +398 +00:26:12,000 --> 00:26:16,380 +like to buy for example a TV LCD or LCD TV + +399 +00:26:16,380 --> 00:26:19,160 +sometimes you are going to say some of the + +400 +00:26:19,160 --> 00:26:20,860 +companies they will say we are ready to deliver it + +401 +00:26:20,860 --> 00:26:23,480 +to your home and also we are ready to install it + +402 +00:26:23,480 --> 00:26:26,500 +for free. Other companies they 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 +they delivered and then installed one. Therefore + +407 +00:26:40,310 --> 00:26:43,450 +delivery and installation also it is regarding or + +408 +00:26:43,450 --> 00:26:46,070 +they are classified to be items within both + +409 +00:26:46,070 --> 00:26:48,130 +purchasing stations. The same thing with + +410 +00:26:48,130 --> 00:26:50,370 +addressing the customer questions, providing + +411 +00:26:50,370 --> 00:26:51,990 +information about the new features or + +412 +00:26:51,990 --> 00:26:55,450 +specifications and finally collecting payments if + +413 +00:26:55,450 --> 00:26:59,170 +the payments are going to be distributed through + +414 +00:26:59,170 --> 00:27:02,370 +months. Especially if you are talking about big + +415 +00:27:02,370 --> 00:27:04,750 +items like cars, vehicles or something like that. + +416 +00:27:05,990 --> 00:27:09,110 +Any question or comments about this? So these are + +417 +00:27:09,110 --> 00:27:14,090 +briefly the four stages which involved under + +418 +00:27:14,090 --> 00:27:18,550 +something called purchasing decision. In the + +419 +00:27:18,550 --> 00:27:24,550 +final, I might ask you this. Now, state whether + +420 +00:27:24,550 --> 00:27:28,890 +the following statement is true or false. After a + +421 +00:27:28,890 --> 00:27:34,690 +purchasing stage, It is focusing on providing a + +422 +00:27:34,690 --> 00:27:38,610 +guarantee insurance for the customer. True. True. + +423 +00:27:39,810 --> 00:27:43,390 +Look at this sentence once again. In the + +424 +00:27:43,390 --> 00:27:49,470 +purchasing stage, the customer is used to evaluate + +425 +00:27:49,470 --> 00:27:52,790 +the product along with the competitive products. + +426 +00:27:54,010 --> 00:27:57,790 +False. False. Exactly man. False. The answer, the + +427 +00:27:57,790 --> 00:28:02,890 +correct answer. Exactly. listen this is very + +428 +00:28:02,890 --> 00:28:07,010 +important listen listen please so once again + +429 +00:28:07,010 --> 00:28:10,930 +listen to the question in the purchasing stage or + +430 +00:28:10,930 --> 00:28:14,070 +in the purchasing process in the purchasing + +431 +00:28:14,070 --> 00:28:19,810 +process we are saying the customer is used to + +432 +00:28:19,810 --> 00:28:22,570 +evaluate the product itself + +433 +00:28:25,120 --> 00:28:28,100 +But when the customer is going to compare the + +434 +00:28:28,100 --> 00:28:32,160 +product with its competitive products in the pre + +435 +00:28:32,160 --> 00:28:35,960 +-purchase decision or before, as you said, this is + +436 +00:28:35,960 --> 00:28:39,780 +important. The questions in the midterm and the + +437 +00:28:39,780 --> 00:28:44,840 +final is going to be in this way. Clear? Any + +438 +00:28:44,840 --> 00:28:47,840 +questions? Any comments? Any questions? Any + +439 +00:28:47,840 --> 00:28:48,220 +comments? + +440 +00:28:51,660 --> 00:28:53,780 +Do you have any question about something called go + +441 +00:28:53,780 --> 00:28:58,480 +to market strategy? Any questions? Let's stop + +442 +00:28:58,480 --> 00:29:01,380 +here. Now we would like to ask you about your + +443 +00:29:01,380 --> 00:29:03,360 +assignment. I would like to listen to the + +444 +00:29:03,360 --> 00:29:06,420 +assignments or I would like some of the students + +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 splitting more than one example? + +452 +00:29:40,160 --> 00:29:43,640 +According to the economical status in Gaza, the + +453 +00:29:43,640 --> 00:29:46,440 +most strategic use 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 for the + +456 +00:29:53,760 --> 00:29:55,520 +most strategic use. 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? 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 shops for + +463 +00:30:20,740 --> 00:30:24,220 +clothes in Umar al-Muftar, Azaz Sawafiri, and + +464 +00:30:24,220 --> 00:30:29,120 +others, which sell any piece within the price by + +465 +00:30:29,120 --> 00:30:38,820 +30 shekels. And also, the shops which has spread + +466 +00:30:38,820 --> 00:30:41,200 +very widely at 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 the locus 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 also in the traditional markets like + +480 +00:31:44,820 --> 00:31:47,700 +the Arab markets all the time 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 live in a very 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 go on. If it is expensive, they will be + +490 +00:32:14,850 --> 00:32:20,650 +hesitant. Yes. This is our way. Okay, any question + +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 make the assignment? Who + +493 +00:32:28,390 --> 00:32:29,270 +didn't make 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 by 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 +available in the research paper. Okay, thank you + +500 +00:33:10,720 --> 00:33:11,100 +very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw.srt new file mode 100644 index 0000000000000000000000000000000000000000..bb50f51f85a64f4f14764892ca69220dbd0ecabb --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw.srt @@ -0,0 +1,1982 @@ +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 the 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, 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 a 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 +is to qualify the prospects. I am going to talk about + +17 +00:01:25,900 --> 00:01:29,480 +prospect profiles. Prospect profiles refer to a + +18 +00:01:29,480 --> 00:01:32,020 +database. When we talk about prospect profiles, + +19 +00:01:32,200 --> 00:01:37,860 +this means a database. Okay? All companies must + +20 +00:01:37,860 --> 00:01:44,860 +focus more of their money, time, and efforts on + +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, + +29 +00:02:24,610 --> 00:02:27,690 +identify whom, identify the best prospects for the + +30 +00:02:27,690 --> 00:02:29,810 +company. Best prospects. + +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 are 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 +characteristics 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, a 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 agency was visited by three + +43 +00:03:25,500 --> 00:03:27,820 +prospects. So these 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, a VIP. Walaa has a need to buy a car, but her + +53 +00:04:12,060 --> 00:04:15,160 +capabilities are limited. She goes to the car agency + +54 +00:04:15,160 --> 00:04:19,480 +and asks for the cheapest car and didn’t care + +55 +00:04:19,480 --> 00:04:24,880 +about the style. Don't be sad, okay? For the cheapest + +56 +00:04:24,880 --> 00:04:29,000 +car because of her limited capabilities. So + +57 +00:04:29,000 --> 00:04:31,660 +the car agency will classify Walaa as an ordinary + +58 +00:04:31,660 --> 00:04:32,700 +customer. + +59 +00:04:37,270 --> 00:04:40,610 +Hani is a student, has a driver’s license, but she + +60 +00:04:40,610 --> 00:04:44,190 +can’t buy a car now, and maybe she will have the + +61 +00:04:44,190 --> 00:04:48,070 +ability to buy a car in the future. She just + +62 +00:04:48,070 --> 00:04:50,710 +likes to get information, collect information + +63 +00:04:50,710 --> 00:04:53,970 +about the cars, their prices, and the benefits and + +64 +00:04:53,970 --> 00:04:56,190 +features to make an accurate decision in the + +65 +00:04:56,190 --> 00:04:58,830 +future, in order to buy a car in the future. So + +66 +00:04:58,830 --> 00:05:01,350 +she just goes to the car agency and asks 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 +wastes their time for the company. Wastes. + +70 +00:05:14,580 --> 00:05:18,000 +So, not all businesses 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 Walaa and the car agency + +77 +00:05:36,540 --> 00:05:40,940 +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 her 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 knowing 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 to put their 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 to the right prospects and not wasting + +91 +00:06:25,020 --> 00:06:28,580 +our time, money, and effort on 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 questions? + +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 +prospect profile? Information. Sure, we need + +98 +00:06:55,960 --> 00:06:56,520 +information. + +99 +00:06:59,420 --> 00:07:03,000 +This information is 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 number, and so on. All the information about the + +108 +00:07:42,370 --> 00:07:46,170 +good prospects for our company. This is information + +109 +00:07:46,170 --> 00:07:48,870 +we get 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 classifies the people here in + +122 +00:08:39,310 --> 00:08:44,330 +Gaza according to their income level, 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 it + +126 +00:09:01,360 --> 00:09:04,620 +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 their + +128 +00:09:08,580 --> 00:09:11,640 +age, here in Gaza, they are classified as + +129 +00:09:11,640 --> 00:09:18,760 +children, teenagers, youth, adults, etc. 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 to, maybe we’ll classify them according to + +132 +00:09:24,540 --> 00:09:33,150 +their jobs. We have two types: blue-collar and + +133 +00:09:33,150 --> 00:09:38,210 +white-collar. Of course, + +134 +00:09:38,390 --> 00:09:41,390 +they will focus on white-collar. So, when you take + +135 +00:09:41,390 --> 00:09:45,510 +a look at 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 are people with + +139 +00:09:56,000 --> 00:09:58,380 +middle-level income, people who are youth, and + +140 +00:09:58,380 --> 00:10:01,800 +people with white-collar jobs. This is how the + +141 +00:10:01,800 --> 00:10:05,300 +marketing strategy’s target market helped us to + +142 +00:10:05,300 --> 00:10:08,560 +identify the best prospects. Understand? This is before + +143 +00:10:08,560 --> 00:10:11,680 +meeting the customers. This is after meeting the + +144 +00:10:11,680 --> 00:10:14,260 +customers. You target the market before 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, in building a prospect 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 +prospect profile needs information. Today, + +150 +00:10:28,280 --> 00:10:30,100 +because of technology, the internet provides many + +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 +was 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 the demographic aspect. + +163 +00:11:46,160 --> 00:11:54,600 +The demographic aspect. Who wants to, who knows about the + +164 +00:11:54,600 --> 00:11:59,420 +definition of demographics? What is it? + +165 +00:11:59,520 --> 00:12:04,200 +Demography? How do we define 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 characteristics + +169 +00:12:14,280 --> 00:12:21,190 +such as age, business, job, and 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 a hematologist. + +174 +00:13:01,490 --> 00:13:06,810 +Of course, a 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 characteristics of this person 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, they will be, they will have trained, have knowledge, + +180 +00:13:37,300 --> 00:13:39,420 +educational background. + +181 +00:13:53,080 --> 00:13:53,760 +Is it clear? + +182 +00:13:57,120 --> 00:14:02,620 +This information is classified as information before + +183 +00:14:02,620 --> 00:14:09,240 +building a prospect profile. And after we build + +184 +00:14:09,240 --> 00:14:13,950 +a prospect profile, we will know other, other examples + +185 +00:14:13,950 --> 00:14:19,830 +such as the size of the business. We know that our + +186 +00:14:19,830 --> 00:14:24,770 +prospect may be individual firms or organizations; 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 stopped 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. Until 2005, + +191 +00:14:44,530 --> 00:14:47,730 +we were talking at least about four major universities + +192 +00:14:47,730 --> 00:14:50,690 +operating. One of them is the semicircle of + +193 +00:14:50,690 --> 00:14:52,550 +Gaza, which we are sitting here in. + +194 +00:15:00,700 --> 00:15:02,760 +And after this date, we began witnessing an + +195 +00:15:02,760 --> 00:15:05,600 +increasing number of universities, beginning + +196 +00:15:05,600 --> 00:15:08,420 +from the Palestine University, + +197 +00:15:08,860 --> 00:15:12,160 +the University of Gaza, the Ummah University, and so + +198 +00:15:12,160 --> 00:15:15,440 +on. If you are going to wonder why + +199 +00:15:15,440 --> 00:15:18,040 +those investors, why they decided to make a + +200 +00:15:18,040 --> 00:15:21,080 +decision + +223 +00:16:50,710 --> 00:16:54,730 +area, the Gulf area is classified as the highest + +224 +00:16:54,730 --> 00:16:59,430 +intensive population area, which is 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 production 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 falls under + +236 +00:17:46,080 --> 00:17:52,820 +demographic characteristics we should know before + +237 +00:17:52,820 --> 00:17:56,700 +building a prospective profile. Regarding the final + +238 +00:17:56,700 --> 00:17:59,360 +one, this one reminds us of 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 reminds + +243 +00:18:15,180 --> 00:18:22,020 +us of what we said last time. Also, we can use the + +244 +00:18:22,020 --> 00:18:25,900 +internet to collect data about our prospects. + +245 +00:18:27,120 --> 00:18:30,680 +The internet plays an integral role in building + +246 +00:18:30,680 --> 00:18:39,800 +prospect profiles, such as... We can find 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 are available on websites, and there is a useful + +249 +00:18:51,660 --> 00:18:56,080 +website for target marketing and identifying new + +250 +00:18:56,080 --> 00:19:02,260 +customers, which is www.toplist.com. 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 at 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 will this prospect list + +260 +00:19:41,650 --> 00:19:44,330 +be done, or how will we do this prospect list, + +261 +00:19:44,590 --> 00:19:47,290 +using a traditional method or approach which is + +262 +00:19:47,290 --> 00:19:53,630 +called cold canvassing. This cold canvassing is + +263 +00:19:53,630 --> 00:19:59,960 +equivalent to cold calling. Cold calling via + +264 +00:19:59,960 --> 00:20:05,180 +phone. Now, cold canvassing has many definitions. I + +265 +00:20:05,180 --> 00:20:09,620 +searched for two of 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 is: 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 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, cold canvassing, which is + +272 +00:20:35,100 --> 00:20:37,920 +equivalent to 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 find out. 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 +find out what the preferences of the residents are and + +278 +00:20:54,090 --> 00:20:58,730 +what they want from any product or + +279 +00:20:58,730 --> 00:21:03,510 +service. Now, how does this cold canvassing work? + +280 +00:21:04,070 --> 00:21:07,190 +Now, there is one important + +281 +00:21:07,190 --> 00:21:09,830 +characteristic of 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 +this activity is not very common + +285 +00:21:18,810 --> 00:21:22,370 +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, salespeople used to go + +288 +00:21:32,340 --> 00:21:35,020 +to homes or houses and sell kitchen + +289 +00:21:35,020 --> 00:21:38,680 +tools to housewives. These kitchen tools were + +290 +00:21:38,680 --> 00:21:41,640 +really just for women, and they would go and + +291 +00:21:41,640 --> 00:21:44,040 +knock on the door for the housewives and say, + +292 +00:21:44,040 --> 00:21:47,280 +"I have some kitchen tools that might be good; + +293 +00:21:47,280 --> 00:21:49,620 +they might be sharp, like the knives, or something like + +294 +00:21:49,620 --> 00:21:52,580 +that." The housewife would then start asking + +295 +00:21:52,580 --> 00:21:55,740 +questions, and then she would be convinced or not and + +296 +00:21:55,740 --> 00:21:58,580 +buy or not. So this is how it works: the + +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 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. That happens + +302 +00:22:12,610 --> 00:22:15,790 +in Gaza in a phone call. Many times you receive a phone + +303 +00:22:15,790 --> 00:22:18,230 +call, and they are 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 need 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 should focus on something: If you are + +309 +00:22:32,980 --> 00:22:36,380 +going to talk about cold canvassing, making phone + +310 +00:22:36,380 --> 00:22:38,960 +calls to customers isn't included in this + +311 +00:22:38,960 --> 00:22:43,520 +terminology. Otherwise, cold canvassing means + +312 +00:22:43,520 --> 00:22:48,280 +simply that sellers or salespersons will knock door to door + +313 +00:22:48,280 --> 00:22:51,180 +searching for prospects or potential + +314 +00:22:51,180 --> 00:22:55,460 +customers. But using a telephone is not + +315 +00:22:55,460 --> 00:23:00,530 +considered a cold canvassing 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 between the customer and the + +319 +00:23:09,450 --> 00:23:13,050 +salesperson gives the salesperson the opportunity 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 in products or services, and to + +322 +00:23:18,350 --> 00:23:20,990 +give the customer the opportunity to learn about + +323 +00:23:20,990 --> 00:23:24,950 +what this company offers or what extra + +324 +00:23:24,950 --> 00:23:31,120 +services and goods it has for 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 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 +prospects who will buy or purchase these goods or + +331 +00:23:49,740 --> 00:23:52,500 +services. Now, 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 include + +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 +Avon company actually brings everything for all + +337 +00:24:18,530 --> 00:24:22,650 +women globally: beauty products, + +338 +00:24:22,810 --> 00:24:26,450 +fashion, house products. Now, Avon 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 +To doors; that means Avon is really using + +342 +00:24:45,870 --> 00:24:50,290 +cold canvassing because, despite Avon having an + +343 +00:24:50,290 --> 00:24:52,970 +online shopping presence and shops everywhere in the world, + +344 +00:24:53,490 --> 00:24:58,450 +they are using cold canvassing because many + +345 +00:24:58,450 --> 00:25:01,230 +of the women who are housewives do not have + +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 to 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 to housewives and just start + +350 +00:25:12,560 --> 00:25:15,160 +introducing the products and get the women to + +351 +00:25:15,160 --> 00:25:20,190 +purchase from them. Salespeople 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 of how to use cold canvassing. + +355 +00:25:28,790 --> 00:25:32,910 +Now, cold canvassing is 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 +with insurance, you don't know exactly where the + +359 +00:25:40,780 --> 00:25:43,460 +customer you want is. So sometimes the + +360 +00:25:43,460 --> 00:25:46,420 +organizations may use cold canvassing just to + +361 +00:25:46,420 --> 00:25:48,360 +knock on doors and start asking about any + +362 +00:25:48,360 --> 00:25:52,980 +insurance needs from the customers. Now we have some + +363 +00:25:52,980 --> 00:25:55,600 +drawbacks to cold canvassing. Let's talk + +364 +00:25:55,600 --> 00:25:58,090 +about the advantages. Do you think there are + +365 +00:25:58,090 --> 00:26:00,570 +advantages to using the cold canvassing + +366 +00:26:00,570 --> 00:26:04,850 +technique? I would say yes, because cold canvassing + +367 +00:26:04,850 --> 00:26:08,290 +has some advantages, because from + +368 +00:26:08,290 --> 00:26:10,870 +my perspective, it allows salespeople to + +369 +00:26:10,870 --> 00:26:15,330 +contact customers directly, face-to-face, + +370 +00:26:15,330 --> 00:26:17,530 +and they get to know everything about the company. + +371 +00:26:17,930 --> 00:26:21,010 +All of this increases the 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 is very important. + +374 +00:26:30,480 --> 00:26:33,560 +Why? Because we can see items with our + +375 +00:26:33,560 --> 00:26:36,580 +own eyes, we can touch them, we can ask + +376 +00:26:36,580 --> 00:26:38,940 +free questions, and we receive + +377 +00:26:38,940 --> 00:26:42,480 +immediate responses. All of these are positive + +378 +00:26:42,480 --> 00:26:45,220 +because they contribute to increasing 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 + +381 +00:26:53,680 --> 00:26:55,600 +busy customers. + +382 +00:26:59,300 --> 00:27:05,500 +Good point. Good point. Also, this is a + +383 +00:27:05,500 --> 00:27:07,540 +very nice way because it is more comfortable. + +384 +00:27:08,320 --> 00:27:10,760 +The seller comes to the buyer rather than the + +385 +00:27:10,760 --> 00:27:12,600 +buyer coming to the seller. + +386 +00:27:19,490 --> 00:27:23,450 +And many times companies, when they + +387 +00:27:23,450 --> 00:27:25,670 +have a new product, use cold canvassing + +388 +00:27:25,670 --> 00:27:27,890 +because they want to know how people will + +389 +00:27:27,890 --> 00:27:30,790 +react to 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 +drawbacks are that salespeople may waste their + +392 +00:27:38,850 --> 00:27:40,930 +time on low-quality customers. Why is that? Because some + +393 +00:27:40,930 --> 00:27:44,290 +customers—you know, the customer is king—so the + +394 +00:27:44,290 --> 00:27:47,930 +customer sometimes is not very flexible with the + +395 +00:27:47,930 --> 00:27:51,990 +seller; they are not really listening or might just + +396 +00:27:51,990 --> 00:27:55,070 +shut the door in his face and not want + +397 +00:27:55,070 --> 00:27:57,910 +anything from the salesperson. So sometimes + +398 +00:27:57,910 --> 00:28:01,760 +this can be a waste of time for the sales + +399 +00:28:01,760 --> 00:28:05,660 +people. Also, some customers might consider this + +400 +00:28:05,660 --> 00:28:12,560 +as a sign that the company is less trustworthy. If they know the + +401 +00:28:12,560 --> 00:28:14,840 +company, for example, if Avon comes, and I am buying + +402 +00:28:14,840 --> 00:28:17,770 +from Avon shops, I might think, "Why are they just + +403 +00:28:17,770 --> 00:28:20,970 +coming to my door? Are they just desperate for customers + +404 +00:28:20,970 --> 00:28:24,250 +to buy from them?" Some customers will + +405 +00:28:24,250 --> 00:28:27,250 +think like this. And some customers are irritated + +406 +00:28:27,250 --> 00:28:29,930 +by these actions because sometimes they are not + +407 +00:28:29,930 --> 00:28:33,730 +expecting any visit and do not want to be + +408 +00:28:33,730 --> 00:28:36,130 +visited like this, or they do not want to waste + +409 +00:28:36,130 --> 00:28:38,750 +their time talking to a salesperson. And another + +410 +00:28:38,750 --> 00:28:41,050 +drawback, from my point of view, is that customers + +411 +00:28:41,050 --> 00:28:46,290 +sometimes just start asking questions, asking, asking, + +412 +00:28:46,290 --> 00:28:49,340 +asking, and then they say, "Thank you, I + +413 +00:28:49,460 --> 00:28:52,880 +don't want anything." So it's a waste of time + +414 +00:28:52,880 --> 00:28:55,060 +for the salespeople. So in general, cold + +415 +00:28:55,060 --> 00:28:57,600 +canvassing, from my point of view, after I've + +416 +00:28:57,600 --> 00:29:00,200 +done a little research, is very good for some + +417 +00:29:00,200 --> 00:29:02,880 +companies, but some companies might experience real + +418 +00:29:02,880 --> 00:29:06,100 +damage from it. Also, it is generally very time + +419 +00:29:06,100 --> 00:29:09,560 +consuming. + +420 +00:29:09,560 --> 00:29:10,000 +. + +421 +00:2 + +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 +considered 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 a 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 owners. + +465 +00:32:09,220 --> 00:32:11,800 +And there are two reasons for the popularity of trade + +466 +00:32:11,800 --> 00:32:17,860 +shows. Number one, it's + +467 +00:32:17,860 --> 00:32:24,820 +a low cost per + +468 +00:32:24,820 --> 00:32:28,500 +contact 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 trade 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, the 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 +organizes a show or trade show of its + +479 +00:33:12,710 --> 00:33:15,450 +national products. Also, sometimes the university + +480 +00:33:15,450 --> 00:33:18,990 +organizes book shows. Exactly. So these are + +481 +00:33:18,990 --> 00:33:20,830 +local examples from the 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 are + +486 +00:33:45,420 --> 00:33:48,220 +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 displayed in a stationary position, 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 good + +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 +American Manufacturers, 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 the type of state. 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 register'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 a judgment as to the size of each potential + +503 +00:34:57,260 --> 00:34:58,760 +customer. + +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 +this on 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 successful internet companies. Yes, + +510 +00:35:29,160 --> 00:35:31,620 +he is very famous. And the majority of what he says + +511 +00:35:31,620 --> 00:35:34,900 +is coordinated through the internet. The final + +512 +00:35:34,900 --> 00:35:41,900 +reference. The final one, 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 where a satisfied 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 customers who might be interested in their + +517 +00:35:54,820 --> 00:36:00,320 +products and services. And sometimes we can supply + +518 +00:36:00,320 --> 00:36:04,600 +information to customers about the salespersons. + +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 the salesperson. The salesperson may not + +522 +00:36:17,080 --> 00:36:20,480 +be as credible coming directly from the salesperson. + +523 +00:36:21,660 --> 00:36:24,920 +Company references are involved in speaking + +524 +00:36:24,920 --> 00:36:29,160 +engagements, videos, white papers, and articles, all + +525 +00:36:29,160 --> 00:36:33,060 +of which contribute 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? Is she viable? No. But she is + +538 +00:37:19,130 --> 00:37:23,250 +recommending and advocating for 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 +open the floor to other students who would like to talk + +541 +00:37:28,420 --> 00:37:30,680 +about this topic. Thank you very much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..d0bfc3c28d513a9780c3d5fdf06e6d402cf651d6 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/9q9qIFh6vMw_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4668, "start": 20.92, "end": 46.68, "text": " Good morning, my name is Iman Alaeddin, Fawzia Asfour. I am a student in commerce faculty, business administration. The specialization is business administration. The level three. In the name of Allah, today inshallah I want to talk about building prospect profile. 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And the third to qualify the prospect. I am going to talk about prospect profile. Prospect profile refers to database. When we talk about prospect profile, this means database. Okay? All companies must focus more of their money, time, and efforts", "tokens": [5736, 307, 281, 1322, 257, 15005, 1329, 13, 400, 264, 2636, 281, 20276, 264, 15005, 13, 286, 669, 516, 281, 751, 466, 15005, 7964, 13, 26024, 1043, 7964, 14942, 281, 8149, 13, 1133, 321, 751, 466, 15005, 7964, 11, 341, 1355, 8149, 13, 1033, 30, 1057, 3431, 1633, 1879, 544, 295, 641, 1460, 11, 565, 11, 293, 6484], "avg_logprob": -0.1923993593555386, "compression_ratio": 1.6358381502890174, "no_speech_prob": 0.0, "words": [{"start": 78.64, "end": 79.1, "word": " Second", "probability": 0.74560546875}, {"start": 79.1, "end": 79.42, "word": " is", "probability": 0.77978515625}, {"start": 79.42, "end": 79.6, "word": " to", "probability": 0.9560546875}, {"start": 79.6, "end": 79.76, "word": " build", "probability": 0.92333984375}, {"start": 79.76, "end": 79.92, "word": " a", "probability": 0.541015625}, {"start": 79.92, "end": 80.16, "word": " prospect", "probability": 0.939453125}, {"start": 80.16, "end": 80.74, "word": " list.", "probability": 0.91259765625}, {"start": 81.68, "end": 81.98, "word": " And", "probability": 0.904296875}, {"start": 81.98, "end": 82.12, "word": " the", "probability": 0.60205078125}, {"start": 82.12, "end": 82.32, "word": " third", "probability": 0.93359375}, {"start": 82.32, "end": 82.5, "word": " to", "probability": 0.66357421875}, {"start": 82.5, "end": 83.08, "word": " qualify", "probability": 0.92724609375}, {"start": 83.08, "end": 83.62, "word": " the", "probability": 0.9130859375}, {"start": 83.62, "end": 84.0, "word": " prospect.", "probability": 0.9697265625}, {"start": 84.74, "end": 84.96, "word": " I", "probability": 0.98681640625}, {"start": 84.96, "end": 85.08, "word": " am", "probability": 0.8125}, {"start": 85.08, "end": 85.28, "word": " going", "probability": 0.9482421875}, {"start": 85.28, "end": 85.44, "word": " to", "probability": 0.9697265625}, {"start": 85.44, "end": 85.6, "word": " talk", "probability": 0.88916015625}, {"start": 85.6, "end": 85.9, "word": " about", "probability": 0.90771484375}, {"start": 85.9, "end": 86.22, "word": " prospect", "probability": 0.454345703125}, {"start": 86.22, "end": 86.8, "word": " profile.", "probability": 0.9375}, {"start": 87.4, "end": 87.74, "word": " Prospect", "probability": 0.935302734375}, {"start": 87.74, "end": 88.34, "word": " profile", "probability": 0.9443359375}, {"start": 88.34, "end": 89.1, "word": " refers", "probability": 0.86572265625}, {"start": 89.1, "end": 89.48, "word": " to", "probability": 0.9736328125}, {"start": 89.48, "end": 90.24, "word": " database.", "probability": 0.77685546875}, {"start": 90.6, "end": 90.68, "word": " When", "probability": 0.8896484375}, {"start": 90.68, "end": 90.84, "word": " we", "probability": 0.9560546875}, {"start": 90.84, "end": 91.0, "word": " talk", "probability": 0.8876953125}, {"start": 91.0, "end": 91.3, "word": " about", "probability": 0.9111328125}, {"start": 91.3, "end": 91.6, "word": " prospect", "probability": 0.74072265625}, {"start": 91.6, "end": 92.02, "word": " profile,", "probability": 0.94482421875}, {"start": 92.2, "end": 92.3, "word": " this", "probability": 0.86328125}, {"start": 92.3, "end": 92.62, "word": " means", "probability": 0.7705078125}, {"start": 92.62, "end": 93.48, "word": " database.", "probability": 0.87255859375}, {"start": 94.36, "end": 94.5, "word": " Okay?", "probability": 0.56640625}, {"start": 96.36, "end": 96.62, "word": " All", "probability": 0.94873046875}, {"start": 96.62, "end": 97.02, "word": " companies", "probability": 0.9677734375}, {"start": 97.02, "end": 97.86, "word": " must", "probability": 0.86572265625}, {"start": 97.86, "end": 98.72, "word": " focus", "probability": 0.96044921875}, {"start": 98.72, "end": 99.2, "word": " more", "probability": 0.9375}, {"start": 99.2, "end": 99.42, "word": " of", "probability": 0.87451171875}, {"start": 99.42, "end": 99.76, "word": " their", "probability": 0.95751953125}, {"start": 99.76, "end": 100.48, "word": " money,", "probability": 0.91748046875}, {"start": 102.26, "end": 102.6, "word": " time,", "probability": 0.88525390625}, {"start": 103.48, "end": 104.32, "word": " and", "probability": 0.9404296875}, {"start": 104.32, "end": 104.86, "word": " efforts", "probability": 0.8447265625}], "temperature": 1.0}, {"id": 4, "seek": 13366, "start": 107.63, "end": 133.67, "text": " Only customers who are or who have the probability to be good customers, important customers, profitable ones and qualified customers. And what is the meaning of qualified customers? The last lecture we talked about it.", "tokens": [5686, 4581, 567, 366, 420, 567, 362, 264, 8482, 281, 312, 665, 4581, 11, 1021, 4581, 11, 21608, 2306, 293, 15904, 4581, 13, 400, 437, 307, 264, 3620, 295, 15904, 4581, 30, 440, 1036, 7991, 321, 2825, 466, 309, 13], "avg_logprob": -0.19407393001928563, "compression_ratio": 1.5384615384615385, "no_speech_prob": 0.0, "words": [{"start": 107.63, "end": 108.07, "word": " Only", "probability": 0.6943359375}, {"start": 108.07, "end": 109.21, "word": " customers", "probability": 0.81396484375}, {"start": 109.21, "end": 112.49, "word": " who", "probability": 0.82568359375}, {"start": 112.49, "end": 112.83, "word": " are", "probability": 0.927734375}, {"start": 112.83, "end": 113.09, "word": " or", "probability": 0.83203125}, {"start": 113.09, "end": 113.25, "word": " who", "probability": 0.90966796875}, {"start": 113.25, "end": 113.59, "word": " have", "probability": 0.52099609375}, {"start": 113.59, "end": 113.77, "word": " the", "probability": 0.83447265625}, {"start": 113.77, "end": 114.29, "word": " probability", "probability": 0.95458984375}, {"start": 114.29, "end": 115.01, "word": " to", "probability": 0.9619140625}, {"start": 115.01, "end": 115.29, "word": " be", "probability": 0.95849609375}, {"start": 115.29, "end": 115.89, "word": " good", "probability": 0.93994140625}, {"start": 115.89, "end": 116.63, "word": " customers,", "probability": 0.8427734375}, {"start": 117.71, "end": 118.47, "word": " important", "probability": 0.89794921875}, {"start": 118.47, "end": 122.03, "word": " customers,", "probability": 0.84228515625}, {"start": 122.65, "end": 123.13, "word": " profitable", "probability": 0.56591796875}, {"start": 123.13, "end": 123.97, "word": " ones", "probability": 0.451904296875}, {"start": 123.97, "end": 126.61, "word": " and", "probability": 0.53515625}, {"start": 126.61, "end": 127.09, "word": " qualified", "probability": 0.94921875}, {"start": 127.09, "end": 127.81, "word": " customers.", "probability": 0.8330078125}, {"start": 128.83, "end": 129.03, "word": " And", "probability": 0.76806640625}, {"start": 129.03, "end": 129.19, "word": " what", "probability": 0.9287109375}, {"start": 129.19, "end": 129.37, "word": " is", "probability": 0.9150390625}, {"start": 129.37, "end": 129.51, "word": " the", "probability": 0.92529296875}, {"start": 129.51, "end": 129.69, "word": " meaning", "probability": 0.8818359375}, {"start": 129.69, "end": 129.85, "word": " of", "probability": 0.97119140625}, {"start": 129.85, "end": 130.29, "word": " qualified", "probability": 0.81005859375}, {"start": 130.29, "end": 130.79, "word": " customers?", "probability": 0.861328125}, {"start": 131.71, "end": 132.01, "word": " The", "probability": 0.62451171875}, {"start": 132.01, "end": 132.19, "word": " last", "probability": 0.88037109375}, {"start": 132.19, "end": 132.47, "word": " lecture", "probability": 0.9541015625}, {"start": 132.47, "end": 132.75, "word": " we", "probability": 0.7880859375}, {"start": 132.75, "end": 133.21, "word": " talked", "probability": 0.7177734375}, {"start": 133.21, "end": 133.49, "word": " about", "probability": 0.9091796875}, {"start": 133.49, "end": 133.67, "word": " it.", "probability": 0.6435546875}], "temperature": 1.0}, {"id": 5, "seek": 14981, "start": 137.77, "end": 149.81, "text": " Yes, the customers who have the financial capacity to own our product. These factors I talk about it, identify whom, identify the best prospect for the company. Best prospect.", "tokens": [1079, 11, 264, 4581, 567, 362, 264, 4669, 6042, 281, 1065, 527, 1674, 13, 1981, 6771, 286, 751, 466, 309, 11, 5876, 7101, 11, 5876, 264, 1151, 15005, 337, 264, 2237, 13, 9752, 15005, 13], "avg_logprob": -0.20008680721124014, "compression_ratio": 1.3858267716535433, "no_speech_prob": 0.0, "words": [{"start": 137.77, "end": 138.23, "word": " Yes,", "probability": 0.736328125}, {"start": 138.75, "end": 138.93, "word": " the", "probability": 0.81640625}, {"start": 138.93, "end": 139.35, "word": " customers", "probability": 0.82421875}, {"start": 139.35, "end": 139.57, "word": " who", "probability": 0.89453125}, {"start": 139.57, "end": 139.73, "word": " have", "probability": 0.94189453125}, {"start": 139.73, "end": 139.87, "word": " the", "probability": 0.86767578125}, {"start": 139.87, "end": 140.17, "word": " financial", "probability": 0.88818359375}, {"start": 140.17, "end": 140.63, "word": " capacity", "probability": 0.82861328125}, {"start": 140.63, "end": 140.89, "word": " to", "probability": 0.9677734375}, {"start": 140.89, "end": 141.09, "word": " own", "probability": 0.951171875}, {"start": 141.09, "end": 141.45, "word": " our", "probability": 0.8896484375}, {"start": 141.45, "end": 141.87, "word": " product.", "probability": 0.81298828125}, {"start": 142.53, "end": 142.73, "word": " These", "probability": 0.80712890625}, {"start": 142.73, "end": 143.11, "word": " factors", "probability": 0.9560546875}, {"start": 143.11, "end": 143.31, "word": " I", "probability": 0.9267578125}, {"start": 143.31, "end": 143.55, "word": " talk", "probability": 0.52978515625}, {"start": 143.55, "end": 143.97, "word": " about", "probability": 0.9140625}, {"start": 143.97, "end": 144.31, "word": " it,", "probability": 0.779296875}, {"start": 144.61, "end": 145.11, "word": " identify", "probability": 0.8251953125}, {"start": 145.11, "end": 145.53, "word": " whom,", "probability": 0.6240234375}, {"start": 146.01, "end": 146.45, "word": " identify", "probability": 0.9013671875}, {"start": 146.45, "end": 146.71, "word": " the", "probability": 0.91455078125}, {"start": 146.71, "end": 146.91, "word": " best", "probability": 0.90869140625}, {"start": 146.91, "end": 147.27, "word": " prospect", "probability": 0.92578125}, {"start": 147.27, "end": 147.57, "word": " for", "probability": 0.94677734375}, {"start": 147.57, "end": 147.69, "word": " the", "probability": 0.91650390625}, {"start": 147.69, "end": 148.07, "word": " company.", "probability": 0.9150390625}, {"start": 148.57, "end": 148.87, "word": " Best", "probability": 0.8974609375}, {"start": 148.87, "end": 149.81, "word": " prospect.", "probability": 0.83935546875}], "temperature": 1.0}, {"id": 6, "seek": 17395, "start": 152.09, "end": 173.95, "text": " We want to know that the factors that identify the best prospects of our company is called the prospect profile. Okay? Understood what is a prospect profile? So the prospect profile is the profile of what the best customers look like. The characteristic of our best customers for any company. Okay? Is there any question? Okay.", "tokens": [492, 528, 281, 458, 300, 264, 6771, 300, 5876, 264, 1151, 32933, 295, 527, 2237, 307, 1219, 264, 15005, 7964, 13, 1033, 30, 42832, 437, 307, 257, 15005, 7964, 30, 407, 264, 15005, 7964, 307, 264, 7964, 295, 437, 264, 1151, 4581, 574, 411, 13, 440, 16282, 295, 527, 1151, 4581, 337, 604, 2237, 13, 1033, 30, 1119, 456, 604, 1168, 30, 1033, 13], "avg_logprob": -0.20576923076923076, "compression_ratio": 1.8324022346368716, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 152.09, "end": 152.31, "word": " We", "probability": 0.7939453125}, {"start": 152.31, "end": 152.53, "word": " want", "probability": 0.89501953125}, {"start": 152.53, "end": 152.65, "word": " to", "probability": 0.96826171875}, {"start": 152.65, "end": 152.83, "word": " know", "probability": 0.8837890625}, {"start": 152.83, "end": 153.11, "word": " that", "probability": 0.90771484375}, {"start": 153.11, "end": 153.61, "word": " the", "probability": 0.5419921875}, {"start": 153.61, "end": 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It has a very great importance. To know this importance, we want to see this example. Imagine that you have a car agency.", "tokens": [823, 11, 15005, 7964, 307, 406, 337, 1825, 13, 467, 575, 257, 588, 869, 7379, 13, 1407, 458, 341, 7379, 11, 321, 528, 281, 536, 341, 1365, 13, 11739, 300, 291, 362, 257, 1032, 7934, 13], "avg_logprob": -0.28146115509239406, "compression_ratio": 1.3333333333333333, "no_speech_prob": 0.0, "words": [{"start": 177.99999999999997, "end": 178.73999999999998, "word": " Now,", "probability": 0.9072265625}, {"start": 178.73999999999998, "end": 179.48, "word": " prospect", "probability": 0.0654296875}, {"start": 179.48, "end": 180.06, "word": " profile", "probability": 0.89111328125}, {"start": 180.06, "end": 180.5, "word": " is", "probability": 0.88916015625}, {"start": 180.5, "end": 180.66, "word": " not", "probability": 0.931640625}, {"start": 180.66, "end": 181.04, "word": " for", "probability": 0.9111328125}, {"start": 181.04, "end": 182.08, "word": " nothing.", "probability": 0.8896484375}, {"start": 182.46, "end": 182.56, "word": " It", "probability": 0.89990234375}, {"start": 182.56, "end": 182.86, "word": " has", "probability": 0.67626953125}, {"start": 182.86, "end": 183.14, "word": " a", "probability": 0.68359375}, {"start": 183.14, "end": 183.32, "word": " very", "probability": 0.61865234375}, {"start": 183.32, "end": 183.6, "word": " great", "probability": 0.75439453125}, {"start": 183.6, "end": 184.16, "word": " importance.", "probability": 0.97509765625}, {"start": 184.26, "end": 184.36, "word": " To", "probability": 0.7900390625}, {"start": 184.36, "end": 184.48, "word": " know", "probability": 0.83935546875}, {"start": 184.48, "end": 184.72, "word": " this", "probability": 0.70361328125}, {"start": 184.72, "end": 185.22, "word": " importance,", "probability": 0.7294921875}, {"start": 185.44, "end": 185.56, "word": " we", "probability": 0.953125}, {"start": 185.56, "end": 185.92, "word": " want", "probability": 0.8134765625}, {"start": 185.92, "end": 187.72, "word": " to", "probability": 0.96728515625}, {"start": 187.72, "end": 188.72, "word": " see", "probability": 0.365966796875}, {"start": 188.72, "end": 189.28, "word": " this", "probability": 0.92919921875}, {"start": 189.28, "end": 189.84, "word": " example.", "probability": 0.97900390625}, {"start": 197.2, "end": 197.94, "word": " Imagine", "probability": 0.82470703125}, {"start": 197.94, "end": 198.2, "word": " that", "probability": 0.91259765625}, {"start": 198.2, "end": 198.36, "word": " you", "probability": 0.96484375}, {"start": 198.36, "end": 198.8, "word": " have", "probability": 0.95068359375}, {"start": 198.8, "end": 199.06, "word": " a", "probability": 0.9228515625}, {"start": 199.06, "end": 199.24, "word": " car", "probability": 0.95849609375}, {"start": 199.24, "end": 199.7, "word": " agency.", "probability": 0.90771484375}], "temperature": 1.0}, {"id": 8, "seek": 21616, "start": 203.36, "end": 216.16, "text": " And this correspondence was visited by three prospects. So those three prospects, let's talk about Fatin, Walaa and Hani. Fatin, Walaa and Hani.", "tokens": [400, 341, 38135, 390, 11220, 538, 1045, 32933, 13, 407, 729, 1045, 32933, 11, 718, 311, 751, 466, 16948, 259, 11, 9707, 4332, 293, 39731, 13, 16948, 259, 11, 9707, 4332, 293, 39731, 13], "avg_logprob": -0.3482142993382045, "compression_ratio": 1.3942307692307692, "no_speech_prob": 0.0, "words": [{"start": 203.36, "end": 203.62, "word": " And", "probability": 0.462158203125}, {"start": 203.62, "end": 203.8, "word": " this", "probability": 0.603515625}, {"start": 203.8, "end": 204.1, "word": " correspondence", "probability": 0.05078125}, {"start": 204.1, "end": 204.38, "word": " was", "probability": 0.5615234375}, {"start": 204.38, "end": 204.82, "word": " visited", "probability": 0.94970703125}, {"start": 204.82, "end": 205.24, "word": " by", "probability": 0.96826171875}, {"start": 205.24, "end": 205.5, "word": " three", "probability": 0.7939453125}, {"start": 205.5, "end": 205.9, "word": " prospects.", "probability": 0.7431640625}, {"start": 206.08, "end": 206.14, "word": " So", "probability": 0.74365234375}, {"start": 206.14, "end": 206.3, "word": " those", "probability": 0.60205078125}, {"start": 206.3, "end": 206.72, "word": " three", "probability": 0.92041015625}, {"start": 206.72, "end": 207.2, "word": " prospects,", "probability": 0.849609375}, {"start": 207.36, "end": 207.6, "word": " let's", "probability": 0.953125}, {"start": 207.6, "end": 207.82, "word": " talk", "probability": 0.89892578125}, {"start": 207.82, "end": 208.16, "word": " about", "probability": 0.923828125}, {"start": 208.16, "end": 208.56, "word": " Fatin,", "probability": 0.640380859375}, {"start": 208.68, "end": 208.84, "word": " Walaa", "probability": 0.771728515625}, {"start": 208.84, "end": 209.04, "word": " and", "probability": 0.6630859375}, {"start": 209.04, "end": 209.3, "word": " Hani.", "probability": 0.73876953125}, {"start": 210.2, "end": 210.72, "word": " Fatin,", "probability": 0.88330078125}, {"start": 212.68, "end": 213.3, "word": " Walaa", "probability": 0.9130859375}, {"start": 213.3, "end": 215.9, "word": " and", "probability": 0.80224609375}, {"start": 215.9, "end": 216.16, "word": " Hani.", "probability": 0.9130859375}], "temperature": 1.0}, {"id": 9, "seek": 24211, "start": 220.01, "end": 242.11, "text": " First, Fatin is a businesswoman who goes to the car agency and buys the most expensive car with high quality and new styles. And she always renews the car whenever the car agency introduces a new product. So the car agency classified Fatin as a good, important and qualified customer.", "tokens": [2386, 11, 16948, 259, 307, 257, 1606, 18339, 567, 1709, 281, 264, 1032, 7934, 293, 28153, 264, 881, 5124, 1032, 365, 1090, 3125, 293, 777, 13273, 13, 400, 750, 1009, 10162, 82, 264, 1032, 5699, 264, 1032, 7934, 31472, 257, 777, 1674, 13, 407, 264, 1032, 7934, 20627, 16948, 259, 382, 257, 665, 11, 1021, 293, 15904, 5474, 13], "avg_logprob": -0.23151041815678278, "compression_ratio": 1.6193181818181819, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 220.01, "end": 220.59, "word": " First,", "probability": 0.80859375}, {"start": 221.11, "end": 221.41, "word": " Fatin", "probability": 0.694091796875}, {"start": 221.41, "end": 221.55, "word": " is", "probability": 0.92724609375}, {"start": 221.55, "end": 221.65, "word": " a", "probability": 0.99072265625}, {"start": 221.65, "end": 222.23, "word": " businesswoman", "probability": 0.751953125}, {"start": 222.23, "end": 222.87, "word": " who", "probability": 0.428955078125}, {"start": 222.87, "end": 223.01, "word": " goes", "probability": 0.70751953125}, {"start": 223.01, "end": 223.15, "word": " to", "probability": 0.9609375}, {"start": 223.15, "end": 223.29, "word": " the", "probability": 0.67138671875}, {"start": 223.29, "end": 223.45, "word": " car", "probability": 0.94775390625}, {"start": 223.45, "end": 223.93, "word": " agency", "probability": 0.86962890625}, {"start": 223.93, "end": 224.23, "word": " and", "probability": 0.8583984375}, {"start": 224.23, "end": 224.37, "word": " buys", "probability": 0.9365234375}, {"start": 224.37, "end": 224.53, "word": " the", "probability": 0.91796875}, {"start": 224.53, "end": 224.69, "word": " most", "probability": 0.9140625}, {"start": 224.69, "end": 225.15, "word": " expensive", "probability": 0.96240234375}, {"start": 225.15, "end": 225.89, "word": " car", "probability": 0.85546875}, {"start": 225.89, "end": 226.51, "word": " with", "probability": 0.724609375}, {"start": 226.51, "end": 228.33, "word": " high", "probability": 0.451416015625}, {"start": 228.33, "end": 228.95, "word": " quality", "probability": 0.8427734375}, {"start": 228.95, "end": 229.35, "word": " and", "probability": 0.91162109375}, {"start": 229.35, "end": 229.67, "word": " new", "probability": 0.80712890625}, {"start": 229.67, "end": 230.17, "word": " styles.", "probability": 0.436767578125}, {"start": 230.79, "end": 230.91, "word": " And", "probability": 0.461181640625}, {"start": 230.91, "end": 231.33, "word": " she", "probability": 0.8701171875}, {"start": 231.33, "end": 231.77, "word": " always", "probability": 0.89306640625}, {"start": 231.77, "end": 232.81, "word": " renews", "probability": 0.666015625}, {"start": 232.81, "end": 232.91, "word": " the", "probability": 0.74951171875}, {"start": 232.91, "end": 233.49, "word": " car", "probability": 0.88525390625}, {"start": 233.49, "end": 233.73, "word": " whenever", "probability": 0.80712890625}, {"start": 233.73, "end": 234.01, "word": " the", "probability": 0.8984375}, {"start": 234.01, "end": 234.15, "word": " car", "probability": 0.873046875}, {"start": 234.15, "end": 234.49, "word": " agency", "probability": 0.90673828125}, {"start": 234.49, "end": 234.91, "word": " introduces", "probability": 0.86474609375}, {"start": 234.91, "end": 235.09, "word": " a", "probability": 0.54931640625}, {"start": 235.09, "end": 235.19, "word": " new", "probability": 0.91015625}, {"start": 235.19, "end": 235.53, "word": " product.", "probability": 0.89404296875}, {"start": 235.97, "end": 236.13, "word": " So", "probability": 0.9091796875}, {"start": 236.13, "end": 236.33, "word": " the", "probability": 0.62744140625}, {"start": 236.33, "end": 236.53, "word": " car", "probability": 0.92333984375}, {"start": 236.53, "end": 236.99, "word": " agency", "probability": 0.916015625}, {"start": 236.99, "end": 237.57, "word": " classified", "probability": 0.57275390625}, {"start": 237.57, "end": 238.25, "word": " Fatin", "probability": 0.933349609375}, {"start": 238.25, "end": 238.85, "word": " as", "probability": 0.9541015625}, {"start": 238.85, "end": 239.01, "word": " a", "probability": 0.91357421875}, {"start": 239.01, "end": 239.27, "word": " good,", "probability": 0.84130859375}, {"start": 239.87, "end": 240.61, "word": " important", "probability": 0.87548828125}, {"start": 240.61, "end": 241.19, "word": " and", "probability": 0.6708984375}, {"start": 241.19, "end": 241.61, "word": " qualified", "probability": 0.95654296875}, {"start": 241.61, "end": 242.11, "word": " customer.", "probability": 0.80078125}], "temperature": 1.0}, {"id": 10, "seek": 27270, "start": 245.0, "end": 272.7, "text": " Yes, VIP. Walaa have a need to buy a car, but her capabilities are limited. She go to the car agency and ask for the most cheap car and didn't care about the style. Don't be sad, okay? For the most cheap car because of her limited capabilities. 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So they will look for a prospect who waste their time for the company. 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This is a fact. Some prospects will clearly be a waste of your time. Like Hani in this example, she just asked for information and doesn't benefit the company anything. 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So what is the importance of knowing the best prospects? What is the importance of building the prospect profile? It gives the company the choice of where you put your time and effort to move customers. Exactly. 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To allocate our resources for the right prospects and not wasting our time money and effort for the prospects who really waste our time. Okay, this means building a prospect profile which is simply a profile of what the prospect looks like. Understood? Any question? 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Information. Sure, we need an information. This information classified into two types. 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After we meet the customers, we know who is the best prospect and we can include their names in the prospect profile, their address, email.", "tokens": [15357, 934, 3440, 4581, 11, 321, 751, 466, 309, 294, 264, 1365, 13, 2381, 321, 1677, 264, 4581, 11, 321, 458, 567, 307, 264, 1151, 15005, 293, 321, 393, 4090, 641, 5288, 294, 264, 15005, 7964, 11, 641, 2985, 11, 3796, 13], "avg_logprob": -0.1739643881487292, "compression_ratio": 1.5107913669064748, "no_speech_prob": 4.76837158203125e-07, "words": [{"start": 441.7, "end": 442.26, "word": " Information", "probability": 0.473388671875}, {"start": 442.26, "end": 442.56, "word": " after", "probability": 0.79296875}, {"start": 442.56, "end": 442.82, "word": " meeting", "probability": 0.91162109375}, {"start": 442.82, "end": 443.22, "word": " customers,", "probability": 0.806640625}, {"start": 443.4, "end": 443.48, "word": " we", "probability": 0.9501953125}, {"start": 443.48, "end": 443.86, "word": " talk", "probability": 0.78076171875}, {"start": 443.86, "end": 444.24, "word": " about", "probability": 0.912109375}, {"start": 444.24, "end": 444.48, "word": " it", "probability": 0.93798828125}, {"start": 444.48, "end": 444.68, "word": " in", "probability": 0.89306640625}, {"start": 444.68, "end": 444.8, "word": " the", "probability": 0.89794921875}, {"start": 444.8, "end": 445.22, "word": " example.", "probability": 0.95458984375}, {"start": 445.6, "end": 445.84, "word": " After", "probability": 0.86572265625}, {"start": 445.84, "end": 446.04, "word": " we", "probability": 0.9423828125}, {"start": 446.04, "end": 446.16, "word": " meet", "probability": 0.9580078125}, {"start": 446.16, "end": 446.3, "word": " the", "probability": 0.88623046875}, {"start": 446.3, "end": 446.62, "word": " customers,", "probability": 0.79931640625}, {"start": 446.76, "end": 446.84, "word": " we", "probability": 0.95751953125}, {"start": 446.84, "end": 447.0, "word": " know", "probability": 0.8955078125}, {"start": 447.0, "end": 447.14, "word": " who", "probability": 0.6572265625}, {"start": 447.14, "end": 447.26, "word": " is", "probability": 0.91357421875}, {"start": 447.26, "end": 447.4, "word": " the", "probability": 0.91357421875}, {"start": 447.4, "end": 447.58, "word": " best", "probability": 0.9072265625}, {"start": 447.58, "end": 447.96, "word": " prospect", "probability": 0.96337890625}, {"start": 447.96, "end": 448.3, "word": " and", "probability": 0.68115234375}, {"start": 448.3, "end": 448.46, "word": " we", "probability": 0.95556640625}, {"start": 448.46, "end": 448.8, "word": " can", "probability": 0.93896484375}, {"start": 448.8, "end": 449.72, "word": " include", "probability": 0.82177734375}, {"start": 449.72, "end": 450.08, "word": " their", "probability": 0.95751953125}, {"start": 450.08, "end": 450.54, "word": " names", "probability": 0.87255859375}, {"start": 450.54, "end": 451.38, "word": " in", "probability": 0.890625}, {"start": 451.38, "end": 451.56, "word": " the", "probability": 0.7841796875}, {"start": 451.56, "end": 451.94, "word": " prospect", "probability": 0.93408203125}, {"start": 451.94, "end": 452.56, "word": " profile,", "probability": 0.91845703125}, {"start": 453.0, "end": 453.16, "word": " their", "probability": 0.95166015625}, {"start": 453.16, "end": 453.74, "word": " address,", "probability": 0.9248046875}, {"start": 454.72, "end": 455.94, "word": " email.", "probability": 0.91845703125}], "temperature": 1.0}, {"id": 19, "seek": 47773, "start": 458.03, "end": 477.73, "text": " phone and so on. All the information about the good prospect for our company. This is information we got it after meeting the customers. But information before meeting the customers and the most important one, the starting point for building the prospect profile is to know the target market.", "tokens": [2593, 293, 370, 322, 13, 1057, 264, 1589, 466, 264, 665, 15005, 337, 527, 2237, 13, 639, 307, 1589, 321, 658, 309, 934, 3440, 264, 4581, 13, 583, 1589, 949, 3440, 264, 4581, 293, 264, 881, 1021, 472, 11, 264, 2891, 935, 337, 2390, 264, 15005, 7964, 307, 281, 458, 264, 3779, 2142, 13], "avg_logprob": -0.19034091450951315, "compression_ratio": 1.7034883720930232, "no_speech_prob": 4.76837158203125e-07, "words": [{"start": 458.03, "end": 458.69, "word": " phone", "probability": 0.67822265625}, {"start": 458.69, "end": 459.35, "word": " and", "probability": 0.63818359375}, {"start": 459.35, "end": 459.57, "word": " so", "probability": 0.9443359375}, {"start": 459.57, "end": 459.81, "word": " on.", "probability": 0.94921875}, {"start": 460.45, "end": 460.75, "word": " All", "probability": 0.92822265625}, {"start": 460.75, "end": 460.93, "word": " the", "probability": 0.8369140625}, {"start": 460.93, "end": 461.49, "word": " information", "probability": 0.8359375}, {"start": 461.49, "end": 461.99, "word": " about", "probability": 0.892578125}, {"start": 461.99, "end": 462.37, "word": " the", "probability": 0.70556640625}, {"start": 462.37, "end": 463.01, "word": " good", "probability": 0.54296875}, {"start": 463.01, "end": 463.45, "word": " prospect", "probability": 0.414306640625}, {"start": 463.45, "end": 463.91, "word": " for", "probability": 0.92626953125}, {"start": 463.91, "end": 464.17, "word": " our", "probability": 0.88525390625}, {"start": 464.17, "end": 464.59, "word": " company.", "probability": 0.9091796875}, {"start": 465.31, "end": 465.61, "word": " This", "probability": 0.86279296875}, {"start": 465.61, "end": 465.75, "word": " is", "probability": 0.91357421875}, {"start": 465.75, "end": 466.17, "word": " information", "probability": 0.755859375}, {"start": 466.17, "end": 466.47, "word": " we", "probability": 0.919921875}, {"start": 466.47, "end": 466.65, "word": " got", "probability": 0.87841796875}, {"start": 466.65, "end": 466.81, "word": " it", "probability": 0.77392578125}, {"start": 466.81, "end": 467.17, "word": " after", "probability": 0.833984375}, {"start": 467.17, "end": 467.81, "word": " meeting", "probability": 0.91162109375}, {"start": 467.81, "end": 468.01, "word": " the", "probability": 0.8857421875}, {"start": 468.01, "end": 468.35, "word": " customers.", "probability": 0.83642578125}, {"start": 468.73, "end": 468.87, "word": " But", "probability": 0.88818359375}, {"start": 468.87, "end": 469.33, "word": " information", "probability": 0.69873046875}, {"start": 469.33, "end": 469.79, "word": " before", "probability": 0.869140625}, {"start": 469.79, "end": 470.07, "word": " meeting", "probability": 0.91064453125}, {"start": 470.07, "end": 470.29, "word": " the", "probability": 0.8984375}, {"start": 470.29, "end": 470.73, "word": " customers", "probability": 0.83740234375}, {"start": 470.73, "end": 470.97, "word": " and", "probability": 0.81103515625}, {"start": 470.97, "end": 471.11, "word": " the", "probability": 0.90185546875}, {"start": 471.11, "end": 471.33, "word": " most", "probability": 0.9013671875}, {"start": 471.33, "end": 471.85, "word": " important", "probability": 0.88525390625}, {"start": 471.85, "end": 472.15, "word": " one,", "probability": 0.88916015625}, {"start": 472.29, "end": 472.37, "word": " the", "probability": 0.9130859375}, {"start": 472.37, "end": 472.83, "word": " starting", "probability": 0.92138671875}, {"start": 472.83, "end": 473.23, "word": " point", "probability": 0.9775390625}, {"start": 473.23, "end": 473.47, "word": " for", "probability": 0.92822265625}, {"start": 473.47, "end": 473.73, "word": " building", "probability": 0.89892578125}, {"start": 473.73, "end": 474.05, "word": " the", "probability": 0.86572265625}, {"start": 474.05, "end": 474.65, "word": " prospect", "probability": 0.826171875}, {"start": 474.65, "end": 475.19, "word": " profile", "probability": 0.94140625}, {"start": 475.19, "end": 475.73, "word": " is", "probability": 0.802734375}, {"start": 475.73, "end": 475.89, "word": " to", "probability": 0.9677734375}, {"start": 475.89, "end": 476.01, "word": " know", "probability": 0.8837890625}, {"start": 476.01, "end": 476.19, "word": " the", "probability": 0.9091796875}, {"start": 476.19, "end": 476.65, "word": " target", "probability": 0.953125}, {"start": 476.65, "end": 477.73, "word": " market.", "probability": 0.8984375}], "temperature": 1.0}, {"id": 20, "seek": 49909, "start": 480.83, "end": 499.09, "text": " You must review the target market as you mentioned in your marketing strategy to know exactly who are your best prospects, to not target all the customers. I will give you an example to make you understand how the target market helps you to identify the best prospects.", "tokens": [509, 1633, 3131, 264, 3779, 2142, 382, 291, 2835, 294, 428, 6370, 5206, 281, 458, 2293, 567, 366, 428, 1151, 32933, 11, 281, 406, 3779, 439, 264, 4581, 13, 286, 486, 976, 291, 364, 1365, 281, 652, 291, 1223, 577, 264, 3779, 2142, 3665, 291, 281, 5876, 264, 1151, 32933, 13], "avg_logprob": -0.16676682520371217, "compression_ratio": 1.6363636363636365, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 480.83, "end": 481.05, "word": " You", "probability": 0.759765625}, {"start": 481.05, "end": 481.31, "word": " must", "probability": 0.880859375}, {"start": 481.31, "end": 481.65, "word": " review", "probability": 0.806640625}, {"start": 481.65, "end": 481.89, "word": " the", "probability": 0.88525390625}, {"start": 481.89, "end": 482.31, "word": " target", "probability": 0.9306640625}, {"start": 482.31, "end": 483.09, "word": " market", "probability": 0.86083984375}, {"start": 483.09, "end": 484.11, "word": " as", "probability": 0.599609375}, {"start": 484.11, "end": 484.27, "word": " you", "probability": 0.927734375}, {"start": 484.27, "end": 484.55, "word": " mentioned", "probability": 0.68017578125}, {"start": 484.55, "end": 484.75, "word": " in", "probability": 0.94091796875}, {"start": 484.75, "end": 484.95, "word": " your", "probability": 0.873046875}, {"start": 484.95, "end": 485.31, "word": " marketing", "probability": 0.78955078125}, {"start": 485.31, "end": 485.91, "word": " strategy", "probability": 0.8681640625}, {"start": 485.91, "end": 486.43, "word": " to", "probability": 0.78759765625}, {"start": 486.43, "end": 486.65, "word": " know", "probability": 0.89208984375}, {"start": 486.65, "end": 487.25, "word": " exactly", "probability": 0.84716796875}, {"start": 487.25, "end": 487.73, "word": " who", "probability": 0.9052734375}, {"start": 487.73, "end": 488.09, "word": " are", "probability": 0.86376953125}, {"start": 488.09, "end": 488.39, "word": " your", "probability": 0.89013671875}, {"start": 488.39, "end": 488.69, "word": " best", "probability": 0.90234375}, {"start": 488.69, "end": 489.19, "word": " prospects,", "probability": 0.8681640625}, {"start": 489.65, "end": 489.77, "word": " to", "probability": 0.8759765625}, {"start": 489.77, "end": 490.03, "word": " not", "probability": 0.93994140625}, {"start": 490.03, "end": 490.47, "word": " target", "probability": 0.958984375}, {"start": 490.47, "end": 490.79, "word": " all", "probability": 0.9521484375}, {"start": 490.79, "end": 490.99, "word": " the", "probability": 0.84130859375}, {"start": 490.99, "end": 491.49, "word": " customers.", "probability": 0.828125}, {"start": 492.39, "end": 492.97, "word": " I", "probability": 0.81689453125}, {"start": 492.97, "end": 493.17, "word": " will", "probability": 0.8857421875}, {"start": 493.17, "end": 493.39, "word": " give", "probability": 0.87744140625}, {"start": 493.39, "end": 493.51, "word": " you", "probability": 0.95458984375}, {"start": 493.51, "end": 493.67, "word": " an", "probability": 0.94775390625}, {"start": 493.67, "end": 494.07, "word": " example", "probability": 0.97509765625}, {"start": 494.07, "end": 494.65, "word": " to", "probability": 0.9443359375}, {"start": 494.65, "end": 495.11, "word": " make", "probability": 0.904296875}, {"start": 495.11, "end": 495.27, "word": " you", "probability": 0.96630859375}, {"start": 495.27, "end": 495.81, "word": " understand", "probability": 0.8046875}, {"start": 495.81, "end": 496.31, "word": " how", "probability": 0.93017578125}, {"start": 496.31, "end": 496.51, "word": " the", "probability": 0.90673828125}, {"start": 496.51, "end": 496.79, "word": " target", "probability": 0.94775390625}, {"start": 496.79, "end": 497.13, "word": " market", "probability": 0.73193359375}, {"start": 497.13, "end": 497.41, "word": " helps", "probability": 0.521484375}, {"start": 497.41, "end": 497.57, "word": " you", "probability": 0.95556640625}, {"start": 497.57, "end": 497.73, "word": " to", "probability": 0.84033203125}, {"start": 497.73, "end": 498.25, "word": " identify", "probability": 0.92919921875}, {"start": 498.25, "end": 498.49, "word": " the", "probability": 0.841796875}, {"start": 498.49, "end": 498.69, "word": " best", "probability": 0.90234375}, {"start": 498.69, "end": 499.09, "word": " prospects.", "probability": 0.755859375}], "temperature": 1.0}, {"id": 21, "seek": 53425, "start": 510.37, "end": 534.25, "text": " Let's return to the car agency. If this car agency classified the people here in Gaza according to the level income, we will classify them into three, people with no income, lower level income, and middle level income.", "tokens": [961, 311, 2736, 281, 264, 1032, 7934, 13, 759, 341, 1032, 7934, 20627, 264, 561, 510, 294, 37800, 4650, 281, 264, 1496, 5742, 11, 321, 486, 33872, 552, 666, 1045, 11, 561, 365, 572, 5742, 11, 3126, 1496, 5742, 11, 293, 2808, 1496, 5742, 13], "avg_logprob": -0.18036685074153153, "compression_ratio": 1.6343283582089552, "no_speech_prob": 0.0, "words": [{"start": 510.37, "end": 510.77, "word": " Let's", "probability": 0.935302734375}, {"start": 510.77, "end": 511.09, "word": " return", "probability": 0.92041015625}, {"start": 511.09, "end": 511.29, "word": " to", "probability": 0.96923828125}, {"start": 511.29, "end": 511.47, "word": " the", "probability": 0.9248046875}, {"start": 511.47, "end": 511.63, "word": " car", "probability": 0.269287109375}, {"start": 511.63, "end": 512.13, "word": " agency.", "probability": 0.87353515625}, {"start": 515.55, "end": 515.73, "word": " If", "probability": 0.70751953125}, {"start": 515.73, "end": 515.97, "word": " this", "probability": 0.94482421875}, {"start": 515.97, "end": 516.55, "word": " car", "probability": 0.919921875}, {"start": 516.55, "end": 516.95, "word": " agency", "probability": 0.9052734375}, {"start": 516.95, "end": 517.69, "word": " classified", "probability": 0.85888671875}, {"start": 517.69, "end": 518.03, "word": " the", "probability": 0.83154296875}, {"start": 518.03, "end": 518.53, "word": " people", "probability": 0.81982421875}, {"start": 518.53, "end": 519.11, "word": " here", "probability": 0.82177734375}, {"start": 519.11, "end": 519.31, "word": " in", "probability": 0.94970703125}, {"start": 519.31, "end": 519.61, "word": " Gaza", "probability": 0.9248046875}, {"start": 519.61, "end": 520.43, "word": " according", "probability": 0.87939453125}, {"start": 520.43, "end": 520.71, "word": " to", "probability": 0.96826171875}, {"start": 520.71, "end": 520.85, "word": " the", "probability": 0.6669921875}, {"start": 520.85, "end": 521.05, "word": " level", "probability": 0.85546875}, {"start": 521.05, "end": 521.45, "word": " income,", "probability": 0.8828125}, {"start": 523.93, "end": 524.19, "word": " we", "probability": 0.94287109375}, {"start": 524.19, "end": 524.33, "word": " will", "probability": 0.7998046875}, {"start": 524.33, "end": 524.69, "word": " classify", "probability": 0.98291015625}, {"start": 524.69, "end": 525.01, "word": " them", "probability": 0.89990234375}, {"start": 525.01, "end": 525.27, "word": " into", "probability": 0.85302734375}, {"start": 525.27, "end": 525.61, "word": " three,", "probability": 0.9267578125}, {"start": 525.83, "end": 526.09, "word": " people", "probability": 0.955078125}, {"start": 526.09, "end": 526.29, "word": " with", "probability": 0.90771484375}, {"start": 526.29, "end": 526.45, "word": " no", "probability": 0.67431640625}, {"start": 526.45, "end": 526.89, "word": " income,", "probability": 0.939453125}, {"start": 527.79, "end": 529.85, "word": " lower", "probability": 0.82080078125}, {"start": 529.85, "end": 530.53, "word": " level", "probability": 0.79638671875}, {"start": 530.53, "end": 531.07, "word": " income,", "probability": 0.92724609375}, {"start": 533.11, "end": 533.37, "word": " and", "probability": 0.9384765625}, {"start": 533.37, "end": 533.63, "word": " middle", "probability": 0.951171875}, {"start": 533.63, "end": 533.89, "word": " level", "probability": 0.87841796875}, {"start": 533.89, "end": 534.25, "word": " income.", "probability": 0.9423828125}], "temperature": 1.0}, {"id": 22, "seek": 56540, "start": 538.02, "end": 565.4, "text": " As a car agency, which group will it choose, will it focus on? Middle, for sure the middle level income. If we classify the people according to the age, here in Gaza, they are classified to be children, teenagers, teens, youth, all. Which group will be focused on? Youth, for sure youth. 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Sorry, before. Yes, this is before. So building a prospective profile, we collect data before meeting the customers and after meeting the customers. So building a prospective profile needs information. Today, because of technology, internet provides more websites that help companies to identify the target market and identify new customers for the company. Thank you. 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I am Huda Khamis Barakat. I'm studying Business Administration at the Faculty of Commerce, Level 3. Now I am going to continue what is presented by Iman. And as Iman said, the prospect profile simply is a profile of what the prospect looks like.", "tokens": [6281, 23819, 901, 64, 35518, 13, 286, 669, 389, 11152, 591, 4822, 271, 4156, 39051, 13, 286, 478, 7601, 10715, 17187, 412, 264, 32689, 295, 34493, 11, 16872, 805, 13, 823, 286, 669, 516, 281, 2354, 437, 307, 8212, 538, 286, 1601, 13, 400, 382, 286, 1601, 848, 11, 264, 15005, 7964, 2935, 307, 257, 7964, 295, 437, 264, 15005, 1542, 411, 13], "avg_logprob": -0.2756347702816129, "compression_ratio": 1.413978494623656, "no_speech_prob": 4.76837158203125e-07, "words": [{"start": 657.26, "end": 658.04, "word": " Assalamualaikum.", "probability": 0.6484375}, {"start": 658.68, "end": 658.86, "word": " I", "probability": 0.98095703125}, {"start": 658.86, "end": 658.96, "word": " am", "probability": 0.72509765625}, {"start": 658.96, "end": 659.2, "word": " Huda", "probability": 0.70654296875}, {"start": 659.2, "end": 659.56, "word": " Khamis", "probability": 0.80224609375}, {"start": 659.56, "end": 660.06, "word": " Barakat.", "probability": 0.79638671875}, {"start": 660.64, "end": 660.82, "word": " I'm", "probability": 0.812744140625}, {"start": 660.82, "end": 661.18, "word": " studying", "probability": 0.9365234375}, {"start": 661.18, "end": 662.32, "word": " Business", "probability": 0.56689453125}, {"start": 662.32, "end": 663.08, "word": " Administration", "probability": 0.9345703125}, {"start": 663.08, "end": 663.38, "word": " at", "probability": 0.841796875}, {"start": 663.38, "end": 663.54, "word": " the", "probability": 0.90234375}, {"start": 663.54, "end": 664.3, "word": " Faculty", "probability": 0.68310546875}, {"start": 664.3, "end": 664.52, "word": " of", "probability": 0.970703125}, {"start": 664.52, "end": 665.12, "word": " Commerce,", "probability": 0.90185546875}, {"start": 665.5, "end": 665.62, "word": " Level", "probability": 0.5517578125}, {"start": 665.62, "end": 665.98, "word": " 3.", "probability": 0.57861328125}, {"start": 666.6, "end": 667.04, "word": " Now", "probability": 0.9462890625}, {"start": 667.04, "end": 667.4, "word": " I", "probability": 0.7470703125}, {"start": 667.4, "end": 667.64, "word": " am", "probability": 0.57080078125}, {"start": 667.64, "end": 668.1, "word": " going", "probability": 0.94580078125}, {"start": 668.1, "end": 668.52, "word": " to", "probability": 0.97021484375}, {"start": 668.52, "end": 669.08, "word": " continue", "probability": 0.8994140625}, {"start": 669.08, "end": 670.0, "word": " what", "probability": 0.85107421875}, {"start": 670.0, "end": 670.16, "word": " is", "probability": 0.86572265625}, {"start": 670.16, "end": 670.56, "word": " presented", "probability": 0.814453125}, {"start": 670.56, "end": 670.88, "word": " by", "probability": 0.9716796875}, {"start": 670.88, "end": 671.26, "word": " Iman.", "probability": 0.76513671875}, {"start": 671.9, "end": 672.64, "word": " And", "probability": 0.609375}, {"start": 672.64, "end": 673.5, "word": " as", "probability": 0.90478515625}, {"start": 673.5, "end": 674.38, "word": " Iman", "probability": 0.842529296875}, {"start": 674.38, "end": 674.78, "word": " said,", "probability": 0.9404296875}, {"start": 675.0, "end": 675.18, "word": " the", "probability": 0.47119140625}, {"start": 675.18, "end": 675.46, "word": " prospect", "probability": 0.77099609375}, {"start": 675.46, "end": 676.62, "word": " profile", "probability": 0.95556640625}, {"start": 676.62, "end": 677.6, "word": " simply", "probability": 0.607421875}, {"start": 677.6, "end": 678.08, "word": " is", "probability": 0.93603515625}, {"start": 678.08, "end": 678.42, "word": " a", "probability": 0.986328125}, {"start": 678.42, "end": 678.88, "word": " profile", "probability": 0.94091796875}, {"start": 678.88, "end": 679.16, "word": " of", "probability": 0.96337890625}, {"start": 679.16, "end": 679.54, "word": " what", "probability": 0.94580078125}, {"start": 679.54, "end": 679.88, "word": " the", "probability": 0.81689453125}, {"start": 679.88, "end": 680.26, "word": " prospect", "probability": 0.97216796875}, {"start": 680.26, "end": 680.7, "word": " looks", "probability": 0.8408203125}, {"start": 680.7, "end": 681.12, "word": " like.", "probability": 0.939453125}], "temperature": 1.0}, {"id": 27, "seek": 71098, "start": 681.76, "end": 710.98, "text": " And there are a few aspects that help us in building a prospect profile, such as demographic aspect. Demographic aspect, who want to", "tokens": [400, 456, 366, 257, 1326, 7270, 300, 854, 505, 294, 2390, 257, 15005, 7964, 11, 1270, 382, 26331, 4171, 13, 4686, 12295, 4171, 11, 567, 528, 281], "avg_logprob": -0.25809151040656225, "compression_ratio": 1.3434343434343434, "no_speech_prob": 0.0, "words": [{"start": 681.76, "end": 682.68, "word": " And", "probability": 0.53955078125}, {"start": 682.68, "end": 684.32, "word": " there", "probability": 0.4833984375}, {"start": 684.32, "end": 685.98, "word": " are", "probability": 0.94091796875}, {"start": 685.98, "end": 686.24, "word": " a", "probability": 0.9541015625}, {"start": 686.24, "end": 686.58, "word": " few", "probability": 0.921875}, {"start": 686.58, "end": 689.22, "word": " aspects", "probability": 0.6689453125}, {"start": 689.22, "end": 689.94, "word": " that", "probability": 0.91357421875}, {"start": 689.94, "end": 690.32, "word": " help", "probability": 0.86181640625}, {"start": 690.32, "end": 690.6, "word": " us", "probability": 0.9345703125}, {"start": 690.6, "end": 690.92, "word": " in", "probability": 0.92822265625}, {"start": 690.92, "end": 691.6, "word": " building", "probability": 0.90869140625}, {"start": 691.6, "end": 691.8, "word": " a", "probability": 0.44873046875}, {"start": 691.8, "end": 691.94, "word": " prospect", "probability": 0.623046875}, {"start": 691.94, "end": 692.88, "word": " profile,", "probability": 0.94775390625}, {"start": 693.6, "end": 694.38, "word": " such", "probability": 0.95166015625}, {"start": 694.38, "end": 694.68, "word": " as", "probability": 0.97265625}, {"start": 694.68, "end": 695.08, "word": " demographic", "probability": 0.69140625}, {"start": 695.08, "end": 695.88, "word": " aspect.", "probability": 0.7275390625}, {"start": 706.16, "end": 707.54, "word": " Demographic", "probability": 0.92724609375}, {"start": 707.54, "end": 708.24, "word": " aspect,", "probability": 0.89404296875}, {"start": 709.6, "end": 710.04, "word": " who", "probability": 0.91064453125}, {"start": 710.04, "end": 710.66, "word": " want", "probability": 0.64697265625}, {"start": 710.66, "end": 710.98, "word": " to", "probability": 0.9716796875}], "temperature": 1.0}, {"id": 28, "seek": 73926, "start": 712.06, "end": 739.26, "text": " Who know about the definition of demographics? What is made? Demography? How do we define our demography? We defined it in the past. It's the variation among people according to their age, residency and other characteristics. It's individual characteristic such as age, business, job.", "tokens": [2102, 458, 466, 264, 7123, 295, 36884, 30, 708, 307, 1027, 30, 4686, 5820, 30, 1012, 360, 321, 6964, 527, 1371, 5820, 30, 492, 7642, 309, 294, 264, 1791, 13, 467, 311, 264, 12990, 3654, 561, 4650, 281, 641, 3205, 11, 34014, 293, 661, 10891, 13, 467, 311, 2609, 16282, 1270, 382, 3205, 11, 1606, 11, 1691, 13], "avg_logprob": -0.35195975283444936, "compression_ratio": 1.565934065934066, "no_speech_prob": 0.0, "words": [{"start": 712.06, "end": 712.44, "word": " Who", "probability": 0.398193359375}, {"start": 712.44, "end": 712.84, "word": " know", "probability": 0.420654296875}, {"start": 712.84, "end": 713.3, "word": " about", "probability": 0.9052734375}, {"start": 713.3, "end": 714.6, "word": " the", "probability": 0.81982421875}, {"start": 714.6, "end": 714.96, "word": " definition", "probability": 0.6640625}, {"start": 714.96, "end": 715.36, "word": " of", "probability": 0.966796875}, {"start": 715.36, "end": 715.94, "word": " demographics?", "probability": 0.59814453125}, {"start": 717.98, "end": 718.1, "word": " What", "probability": 0.7275390625}, {"start": 718.1, "end": 719.28, "word": " is", "probability": 0.5576171875}, {"start": 719.28, "end": 719.42, "word": " made?", "probability": 0.302978515625}, {"start": 719.52, "end": 719.88, "word": " Demography?", "probability": 0.6431884765625}, {"start": 720.06, "end": 720.4, "word": " How", "probability": 0.27099609375}, {"start": 720.4, "end": 720.4, "word": " do", "probability": 0.459716796875}, {"start": 720.4, "end": 721.06, "word": " we", "probability": 0.86181640625}, {"start": 721.06, "end": 721.4, "word": " define", "probability": 0.98046875}, {"start": 721.4, "end": 721.64, "word": " our", "probability": 0.7822265625}, {"start": 721.64, "end": 722.22, "word": " demography?", "probability": 0.743896484375}, {"start": 724.0, "end": 724.2, "word": " We", "probability": 0.84326171875}, {"start": 724.2, "end": 724.6, "word": " defined", "probability": 0.79443359375}, {"start": 724.6, "end": 724.78, "word": " it", "probability": 0.93505859375}, {"start": 724.78, "end": 724.92, "word": " in", "probability": 0.94140625}, {"start": 724.92, "end": 725.04, "word": " the", "probability": 0.9267578125}, {"start": 725.04, "end": 725.34, "word": " past.", "probability": 0.92431640625}, {"start": 725.58, "end": 726.2, "word": " It's", "probability": 0.716796875}, {"start": 726.2, "end": 726.26, "word": " the", "probability": 0.51220703125}, {"start": 726.26, "end": 726.58, "word": " variation", "probability": 0.90673828125}, {"start": 726.58, "end": 726.82, "word": " among", "probability": 0.716796875}, {"start": 726.82, "end": 727.24, "word": " people", "probability": 0.9384765625}, {"start": 727.24, "end": 727.78, "word": " according", "probability": 0.90771484375}, {"start": 727.78, "end": 728.02, "word": " to", "probability": 0.96142578125}, {"start": 728.02, "end": 728.3, "word": " their", "probability": 0.9560546875}, {"start": 728.3, "end": 728.68, "word": " age,", "probability": 0.8681640625}, {"start": 728.92, "end": 729.3, "word": " residency", "probability": 0.9208984375}, {"start": 729.3, "end": 729.68, "word": " and", "probability": 0.5751953125}, {"start": 729.68, "end": 729.9, "word": " other", "probability": 0.84912109375}, {"start": 729.9, "end": 730.4, "word": " characteristics.", "probability": 0.921875}, {"start": 731.52, "end": 732.28, "word": " It's", "probability": 0.80126953125}, {"start": 732.28, "end": 733.06, "word": " individual", "probability": 0.73388671875}, {"start": 733.06, "end": 734.28, "word": " characteristic", "probability": 0.53369140625}, {"start": 734.28, "end": 735.38, "word": " such", "probability": 0.71435546875}, {"start": 735.38, "end": 735.7, "word": " as", "probability": 0.97021484375}, {"start": 735.7, "end": 736.8, "word": " age,", "probability": 0.833984375}, {"start": 737.32, "end": 738.4, "word": " business,", "probability": 0.7724609375}, {"start": 738.86, "end": 739.26, "word": " job.", "probability": 0.482421875}], "temperature": 1.0}, {"id": 29, "seek": 75519, "start": 740.19, "end": 755.19, "text": " Yeah, educational background. To simplify this aspect which is the demographic characteristic, I have an example. If I am selling a blood processing machine,", "tokens": [865, 11, 10189, 3678, 13, 1407, 20460, 341, 4171, 597, 307, 264, 26331, 16282, 11, 286, 362, 364, 1365, 13, 759, 286, 669, 6511, 257, 3390, 9007, 3479, 11], "avg_logprob": -0.2783854107062022, "compression_ratio": 1.264, "no_speech_prob": 0.0, "words": [{"start": 740.19, "end": 740.55, "word": " Yeah,", "probability": 0.28564453125}, {"start": 740.83, "end": 741.19, "word": " educational", "probability": 0.779296875}, {"start": 741.19, "end": 741.73, "word": " background.", "probability": 0.93408203125}, {"start": 742.27, "end": 742.53, "word": " To", "probability": 0.93408203125}, {"start": 742.53, "end": 742.93, "word": " simplify", "probability": 0.97119140625}, {"start": 742.93, "end": 743.47, "word": " this", "probability": 0.9404296875}, {"start": 743.47, "end": 744.83, "word": " aspect", "probability": 0.8359375}, {"start": 744.83, "end": 744.99, "word": " which", "probability": 0.47216796875}, {"start": 744.99, "end": 745.09, "word": " is", "probability": 0.93115234375}, {"start": 745.09, "end": 745.17, "word": " the", "probability": 0.2802734375}, {"start": 745.17, "end": 745.59, "word": " demographic", "probability": 0.837890625}, {"start": 745.59, "end": 747.63, "word": " characteristic,", "probability": 0.79638671875}, {"start": 748.47, "end": 748.77, "word": " I", "probability": 0.982421875}, {"start": 748.77, "end": 749.05, "word": " have", "probability": 0.93994140625}, {"start": 749.05, "end": 749.23, "word": " an", "probability": 0.955078125}, {"start": 749.23, "end": 749.67, "word": " example.", "probability": 0.978515625}, {"start": 749.85, "end": 749.99, "word": " If", "probability": 0.9482421875}, {"start": 749.99, "end": 750.17, "word": " I", "probability": 0.99365234375}, {"start": 750.17, "end": 750.41, "word": " am", "probability": 0.64794921875}, {"start": 750.41, "end": 752.71, "word": " selling", "probability": 0.8037109375}, {"start": 752.71, "end": 753.95, "word": " a", "probability": 0.76806640625}, {"start": 753.95, "end": 754.21, "word": " blood", "probability": 0.92724609375}, {"start": 754.21, "end": 754.65, "word": " processing", "probability": 0.8212890625}, {"start": 754.65, "end": 755.19, "word": " machine,", "probability": 0.89111328125}], "temperature": 1.0}, {"id": 30, "seek": 77410, "start": 767.2, "end": 774.1, "text": "I expect that my prospect will be hematologist.", "tokens": [40, 2066, 300, 452, 15005, 486, 312, 8636, 267, 9201, 13], "avg_logprob": -0.3831380208333333, "compression_ratio": 0.9038461538461539, "no_speech_prob": 0.0, "words": [{"start": 767.2, "end": 767.78, "word": "I", "probability": 0.84375}, {"start": 767.78, "end": 768.24, "word": " expect", "probability": 0.896484375}, {"start": 768.24, "end": 768.94, "word": " that", "probability": 0.9267578125}, {"start": 768.94, "end": 769.3, "word": " my", "probability": 0.97119140625}, {"start": 769.3, "end": 769.72, "word": " prospect", "probability": 0.94482421875}, {"start": 769.72, "end": 770.56, "word": " will", "probability": 0.900390625}, {"start": 770.56, "end": 771.96, "word": " be", "probability": 0.53076171875}, {"start": 771.96, "end": 774.1, "word": " hematologist.", "probability": 0.5371907552083334}], "temperature": 1.0}, {"id": 31, "seek": 80819, "start": 781.49, "end": 808.19, "text": " Of course, hematologist, a person or a hospital consultant who is responsible for treating and analyzing blood disorders. So this person will have, the demographic characteristic of him will be age under, young, under 30.", "tokens": [2720, 1164, 11, 8636, 267, 9201, 11, 257, 954, 420, 257, 4530, 24676, 567, 307, 6250, 337, 15083, 293, 23663, 3390, 20261, 13, 407, 341, 954, 486, 362, 11, 264, 26331, 16282, 295, 796, 486, 312, 3205, 833, 11, 2037, 11, 833, 2217, 13], "avg_logprob": -0.29826389948527016, "compression_ratio": 1.3875, "no_speech_prob": 0.0, "words": [{"start": 781.49, "end": 782.61, "word": " Of", "probability": 0.66162109375}, {"start": 782.61, "end": 783.07, "word": " course,", "probability": 0.95703125}, {"start": 783.51, "end": 784.21, "word": " hematologist,", "probability": 0.7345377604166666}, {"start": 784.93, "end": 785.33, "word": " a", "probability": 0.8203125}, {"start": 785.33, "end": 785.69, "word": " person", "probability": 0.919921875}, {"start": 785.69, "end": 786.19, "word": " or", "probability": 0.79248046875}, {"start": 786.19, "end": 786.53, "word": " a", "probability": 0.8232421875}, {"start": 786.53, "end": 786.81, "word": " hospital", "probability": 0.83349609375}, {"start": 786.81, "end": 787.47, "word": " consultant", "probability": 0.95751953125}, {"start": 787.47, "end": 787.71, "word": " who", "probability": 0.61083984375}, {"start": 787.71, "end": 787.77, "word": " is", "probability": 0.4453125}, {"start": 787.77, "end": 788.17, "word": " responsible", "probability": 0.9296875}, {"start": 788.17, "end": 789.11, "word": " for", "probability": 0.9267578125}, {"start": 789.11, "end": 789.59, "word": " treating", "probability": 0.8818359375}, {"start": 789.59, "end": 791.29, "word": " and", "probability": 0.5361328125}, {"start": 791.29, "end": 791.87, "word": " analyzing", "probability": 0.86376953125}, {"start": 791.87, "end": 792.85, "word": " blood", "probability": 0.87939453125}, {"start": 792.85, "end": 793.59, "word": " disorders.", "probability": 0.96630859375}, {"start": 794.89, "end": 794.89, "word": " So", "probability": 0.7939453125}, {"start": 794.89, "end": 795.33, "word": " this", "probability": 0.65576171875}, {"start": 795.33, "end": 795.73, "word": " person", "probability": 0.91748046875}, {"start": 795.73, "end": 795.95, "word": " will", "probability": 0.8720703125}, {"start": 795.95, "end": 796.51, "word": " have,", "probability": 0.94970703125}, {"start": 798.15, "end": 798.89, "word": " the", "probability": 0.83447265625}, {"start": 798.89, "end": 799.17, "word": " demographic", "probability": 0.5849609375}, {"start": 799.17, "end": 799.87, "word": " characteristic", "probability": 0.625}, {"start": 799.87, "end": 800.23, "word": " of", "probability": 0.955078125}, {"start": 800.23, "end": 800.65, "word": " him", "probability": 0.89599609375}, {"start": 800.65, "end": 801.33, "word": " will", "probability": 0.82861328125}, {"start": 801.33, "end": 802.07, "word": " be", "probability": 0.95654296875}, {"start": 802.07, "end": 802.73, "word": " age", "probability": 0.53564453125}, {"start": 802.73, "end": 803.57, "word": " under,", "probability": 0.7939453125}, {"start": 804.57, "end": 804.99, "word": " young,", "probability": 0.90185546875}, {"start": 805.35, "end": 807.63, "word": " under", "probability": 0.8486328125}, {"start": 807.63, "end": 808.19, "word": " 30.", "probability": 0.755859375}], "temperature": 1.0}, {"id": 32, "seek": 81942, "start": 811.18, "end": 819.42, "text": "Also, he will be, he trained, have a knowledge, educational background.", "tokens": [9171, 539, 11, 415, 486, 312, 11, 415, 8895, 11, 362, 257, 3601, 11, 10189, 3678, 13], "avg_logprob": -0.3732638789547814, "compression_ratio": 0.9861111111111112, "no_speech_prob": 0.0, "words": [{"start": 811.18, "end": 811.98, "word": "Also,", "probability": 0.784423828125}, {"start": 812.16, "end": 812.32, "word": " he", "probability": 0.9443359375}, {"start": 812.32, "end": 814.04, "word": " will", "probability": 0.76416015625}, {"start": 814.04, "end": 814.28, "word": " be,", "probability": 0.9208984375}, {"start": 814.32, "end": 814.66, "word": " he", "probability": 0.9228515625}, {"start": 814.66, "end": 815.3, "word": " trained,", "probability": 0.71484375}, {"start": 815.7, "end": 816.18, "word": " have", "probability": 0.6923828125}, {"start": 816.18, "end": 816.64, "word": " a", "probability": 0.541015625}, {"start": 816.64, "end": 817.02, "word": " knowledge,", "probability": 0.94384765625}, {"start": 817.3, "end": 818.1, "word": " educational", "probability": 0.8349609375}, {"start": 818.1, "end": 819.42, "word": " background.", "probability": 0.701171875}], "temperature": 1.0}, {"id": 33, "seek": 85186, "start": 833.08, "end": 851.86, "text": " It's clear? This information classified as information before building prospect profile. And after we build prospect profile, we will know other", "tokens": [467, 311, 1850, 30, 639, 1589, 20627, 382, 1589, 949, 2390, 15005, 7964, 13, 400, 934, 321, 1322, 15005, 7964, 11, 321, 486, 458, 661], "avg_logprob": -0.3004807692307692, "compression_ratio": 1.3679245283018868, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 833.08, "end": 833.38, "word": " It's", "probability": 0.72021484375}, {"start": 833.38, "end": 833.76, "word": " clear?", "probability": 0.888671875}, {"start": 837.12, "end": 837.5, "word": " This", "probability": 0.59228515625}, {"start": 837.5, "end": 838.4, "word": " information", "probability": 0.84326171875}, {"start": 838.4, "end": 840.84, "word": " classified", "probability": 0.529296875}, {"start": 840.84, "end": 841.38, "word": " as", "probability": 0.94921875}, {"start": 841.38, "end": 841.98, "word": " information", "probability": 0.82958984375}, {"start": 841.98, "end": 842.62, "word": " before", "probability": 0.85986328125}, 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One of them is the semicircle of Gaza, which we are sitting here in it.", "tokens": [20227, 14394, 11, 321, 645, 1417, 412, 1935, 466, 1451, 2563, 18361, 20200, 493, 13, 1485, 295, 552, 307, 264, 27515, 347, 2160, 295, 37800, 11, 597, 321, 366, 3798, 510, 294, 309, 13], "avg_logprob": -0.34129464626312256, "compression_ratio": 1.2083333333333333, "no_speech_prob": 1.430511474609375e-06, "words": [{"start": 882.23, "end": 882.87, "word": " Till", "probability": 0.15771484375}, {"start": 882.87, "end": 883.51, "word": " 2005,", "probability": 0.362548828125}, {"start": 884.53, "end": 884.79, "word": " we", "probability": 0.9267578125}, {"start": 884.79, "end": 884.97, "word": " were", "probability": 0.88671875}, {"start": 884.97, "end": 885.27, "word": " talking", "probability": 0.85693359375}, {"start": 885.27, "end": 885.59, "word": " at", "probability": 0.7890625}, {"start": 885.59, "end": 885.93, "word": " least", "probability": 0.95654296875}, {"start": 885.93, "end": 886.37, "word": " about", "probability": 0.89697265625}, {"start": 886.37, "end": 886.97, "word": " four", "probability": 0.8310546875}, {"start": 886.97, "end": 887.37, "word": " major", "probability": 0.86328125}, {"start": 887.37, "end": 887.73, "word": " rivers", "probability": 0.56201171875}, {"start": 887.73, "end": 888.09, "word": " freezing", "probability": 0.30029296875}, {"start": 888.09, "end": 888.43, "word": " up.", "probability": 0.9384765625}, {"start": 888.99, "end": 889.23, "word": " One", "probability": 0.92236328125}, {"start": 889.23, "end": 889.39, "word": " of", "probability": 0.9638671875}, {"start": 889.39, "end": 889.57, "word": " them", "probability": 0.890625}, {"start": 889.57, "end": 889.75, "word": " is", "probability": 0.9287109375}, {"start": 889.75, "end": 889.89, "word": " the", "probability": 0.89208984375}, {"start": 889.89, "end": 890.29, "word": " semicircle", "probability": 0.6129557291666666}, {"start": 890.29, "end": 890.69, "word": " of", "probability": 0.86328125}, {"start": 890.69, "end": 891.01, "word": " Gaza,", "probability": 0.85693359375}, {"start": 891.11, "end": 891.23, "word": " which", "probability": 0.90283203125}, {"start": 891.23, "end": 891.35, "word": " we", "probability": 0.859375}, {"start": 891.35, "end": 891.45, "word": " are", "probability": 0.919921875}, {"start": 891.45, "end": 891.71, "word": " sitting", "probability": 0.87109375}, {"start": 891.71, "end": 892.05, "word": " here", "probability": 0.72314453125}, {"start": 892.05, "end": 892.43, "word": " in", "probability": 0.40869140625}, {"start": 892.43, "end": 892.55, "word": " it.", "probability": 0.873046875}], "temperature": 1.0}, {"id": 36, "seek": 92136, "start": 900.7, "end": 921.36, "text": " And after this date, we began witnessing increasing number of their universities, beginning from Palestine or University of Palestine, University of Gaza, the Ummah University, and so on and so on. If you are going to wonder, why those investors, why they decided to take a decision and to build X academic organizations in Gaza?", "tokens": [400, 934, 341, 4002, 11, 321, 4283, 39233, 5662, 1230, 295, 641, 11779, 11, 2863, 490, 33030, 420, 3535, 295, 33030, 11, 3535, 295, 37800, 11, 264, 18918, 545, 3535, 11, 293, 370, 322, 293, 370, 322, 13, 759, 291, 366, 516, 281, 2441, 11, 983, 729, 11519, 11, 983, 436, 3047, 281, 747, 257, 3537, 293, 281, 1322, 1783, 7778, 6150, 294, 37800, 30], "avg_logprob": -0.27485794641754846, "compression_ratio": 1.6336633663366336, "no_speech_prob": 1.6689300537109375e-06, "words": [{"start": 900.7, "end": 900.96, "word": " And", "probability": 0.603515625}, {"start": 900.96, "end": 901.28, "word": " after", "probability": 0.8193359375}, {"start": 901.28, "end": 901.56, "word": " this", "probability": 0.90478515625}, {"start": 901.56, "end": 901.82, "word": " date,", "probability": 0.86083984375}, {"start": 901.96, "end": 902.02, "word": " we", 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They made some statistics, but these statistics showed them that we are talking about a big number of students who cannot have full admission in these four major universities. 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This factor under demographic characteristic we should know before building prospective profile. Regarding the final one, this one is reminding us with one word which is", "tokens": [2743, 1606, 1674, 22000, 293, 32318, 4560, 490, 14122, 2793, 13, 639, 5952, 833, 26331, 16282, 321, 820, 458, 949, 2390, 39377, 7964, 13, 35523, 264, 2572, 472, 11, 341, 472, 307, 27639, 505, 365, 472, 1349, 597, 307], "avg_logprob": -0.27832029908895495, "compression_ratio": 1.467455621301775, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1055.6000000000001, "end": 1056.44, "word": " Also", "probability": 0.12127685546875}, {"start": 1056.44, "end": 1057.28, "word": " business", "probability": 0.369384765625}, {"start": 1057.28, "end": 1057.68, "word": " product", "probability": 0.87939453125}, {"start": 1057.68, "end": 1058.32, "word": " specialty", "probability": 0.74755859375}, {"start": 1058.32, "end": 1059.82, "word": " and", "probability": 0.75341796875}, {"start": 1059.82, "end": 1060.8, "word": " geographic", "probability": 0.75}, {"start": 1060.8, "end": 1061.4, "word": " distance", "probability": 0.94287109375}, {"start": 1061.4, "end": 1061.66, "word": " from", "probability": 0.875}, {"start": 1061.66, "end": 1061.86, "word": " shipping", "probability": 0.78173828125}, {"start": 1061.86, "end": 1062.38, "word": " points.", "probability": 0.83154296875}, {"start": 1064.14, "end": 1064.34, "word": " This", "probability": 0.73046875}, {"start": 1064.34, "end": 1065.66, "word": " factor", "probability": 0.79052734375}, {"start": 1065.66, "end": 1066.08, "word": " under", "probability": 0.84912109375}, {"start": 1066.08, "end": 1066.6, "word": " demographic", "probability": 0.85302734375}, {"start": 1066.6, "end": 1068.64, "word": " characteristic", "probability": 0.759765625}, {"start": 1068.64, "end": 1069.28, "word": " we", "probability": 0.70068359375}, {"start": 1069.28, "end": 1069.68, "word": " should", "probability": 0.96826171875}, {"start": 1069.68, "end": 1071.66, "word": " know", "probability": 0.85693359375}, {"start": 1071.66, "end": 1072.82, "word": " before", "probability": 0.86767578125}, {"start": 1072.82, "end": 1073.32, "word": " building", "probability": 0.9072265625}, {"start": 1073.32, "end": 1073.8, "word": " prospective", "probability": 0.63427734375}, {"start": 1073.8, "end": 1074.66, "word": " profile.", "probability": 0.91259765625}, {"start": 1075.86, "end": 1076.28, "word": " Regarding", "probability": 0.6748046875}, {"start": 1076.28, "end": 1076.52, "word": " the", "probability": 0.8955078125}, {"start": 1076.52, "end": 1076.7, "word": " final", "probability": 0.875}, {"start": 1076.7, "end": 1076.98, "word": " one,", "probability": 0.85791015625}, {"start": 1077.06, "end": 1077.22, "word": " this", "probability": 0.90771484375}, {"start": 1077.22, "end": 1077.58, "word": " one", "probability": 0.89501953125}, {"start": 1077.58, "end": 1077.84, "word": " is", "probability": 0.87646484375}, {"start": 1077.84, "end": 1078.2, "word": " reminding", "probability": 0.9052734375}, {"start": 1078.2, "end": 1078.42, "word": " us", "probability": 0.92919921875}, {"start": 1078.42, "end": 1078.6, "word": " with", "probability": 0.435302734375}, {"start": 1078.6, "end": 1078.82, "word": " one", "probability": 0.92431640625}, {"start": 1078.82, "end": 1079.08, "word": " word", "probability": 0.89501953125}, {"start": 1079.08, "end": 1079.36, "word": " which", "probability": 0.576171875}, {"start": 1079.36, "end": 1079.66, "word": " is", "probability": 0.95361328125}], "temperature": 1.0}, {"id": 43, "seek": 109251, "start": 1082.01, "end": 1092.51, "text": " In other words, if the customer is far away from the shipping point, he or she is not ready to go and buy from there. But if he or she is close enough, they are ready to buy.", "tokens": [682, 661, 2283, 11, 498, 264, 5474, 307, 1400, 1314, 490, 264, 14122, 935, 11, 415, 420, 750, 307, 406, 1919, 281, 352, 293, 2256, 490, 456, 13, 583, 498, 415, 420, 750, 307, 1998, 1547, 11, 436, 366, 1919, 281, 2256, 13], "avg_logprob": -0.18750000203197653, "compression_ratio": 1.4705882352941178, "no_speech_prob": 1.6093254089355469e-06, "words": [{"start": 1082.01, "end": 1082.01, "word": " In", "probability": 0.1895751953125}, {"start": 1082.01, "end": 1082.07, "word": " other", "probability": 0.60498046875}, {"start": 1082.07, "end": 1082.47, "word": " words,", "probability": 0.87353515625}, {"start": 1083.07, "end": 1083.19, "word": " if", "probability": 0.8955078125}, {"start": 1083.19, "end": 1083.35, "word": " the", "probability": 0.71240234375}, {"start": 1083.35, "end": 1083.67, "word": " customer", "probability": 0.71826171875}, {"start": 1083.67, "end": 1083.93, "word": " is", "probability": 0.7890625}, {"start": 1083.93, "end": 1084.07, "word": " far", "probability": 0.88037109375}, {"start": 1084.07, "end": 1084.33, "word": " away", "probability": 0.86767578125}, {"start": 1084.33, "end": 1084.59, "word": " from", "probability": 0.875}, {"start": 1084.59, "end": 1084.77, "word": " the", "probability": 0.86572265625}, {"start": 1084.77, "end": 1084.97, "word": " shipping", "probability": 0.70556640625}, {"start": 1084.97, "end": 1085.39, "word": " point,", "probability": 0.95556640625}, {"start": 1085.83, "end": 1086.03, "word": " he", "probability": 0.93408203125}, {"start": 1086.03, "end": 1086.21, "word": " or", "probability": 0.748046875}, {"start": 1086.21, "end": 1086.39, "word": " she", "probability": 0.92626953125}, {"start": 1086.39, "end": 1086.59, "word": " is", "probability": 0.9345703125}, {"start": 1086.59, "end": 1086.83, "word": " not", "probability": 0.93798828125}, {"start": 1086.83, "end": 1087.11, "word": " ready", "probability": 0.869140625}, {"start": 1087.11, "end": 1087.27, "word": " to", "probability": 0.96875}, {"start": 1087.27, "end": 1087.45, "word": " go", "probability": 0.89306640625}, {"start": 1087.45, "end": 1087.61, "word": " and", "probability": 0.8046875}, {"start": 1087.61, "end": 1087.81, "word": " buy", "probability": 0.79833984375}, {"start": 1087.81, "end": 1088.09, "word": " from", "probability": 0.798828125}, {"start": 1088.09, "end": 1088.33, "word": " there.", "probability": 0.69873046875}, {"start": 1088.99, "end": 1089.39, "word": " But", "probability": 0.79296875}, {"start": 1089.39, "end": 1089.57, "word": " if", "probability": 0.87646484375}, {"start": 1089.57, "end": 1089.73, "word": " he", "probability": 0.9287109375}, {"start": 1089.73, "end": 1089.89, "word": " or", "probability": 0.94091796875}, {"start": 1089.89, "end": 1090.11, "word": " she", "probability": 0.91943359375}, {"start": 1090.11, "end": 1090.39, "word": " is", "probability": 0.9208984375}, {"start": 1090.39, "end": 1090.67, "word": " close", "probability": 0.90673828125}, {"start": 1090.67, "end": 1091.03, "word": " enough,", "probability": 0.8759765625}, {"start": 1091.61, "end": 1091.77, "word": " they", "probability": 0.87548828125}, {"start": 1091.77, "end": 1091.93, "word": " are", "probability": 0.92724609375}, {"start": 1091.93, "end": 1092.11, "word": " ready", "probability": 0.8720703125}, {"start": 1092.11, "end": 1092.29, "word": " to", "probability": 0.96923828125}, {"start": 1092.29, "end": 1092.51, "word": " buy.", "probability": 0.92041015625}], "temperature": 1.0}, {"id": 44, "seek": 111414, "start": 1093.6, "end": 1114.14, "text": " This is reminding us of what we said last time. Also, we can use internet to collect data about our prospect. Internet plays an integral role in building prospect profiles such as", "tokens": [639, 307, 27639, 505, 295, 437, 321, 848, 1036, 565, 13, 2743, 11, 321, 393, 764, 4705, 281, 2500, 1412, 466, 527, 15005, 13, 7703, 5749, 364, 11573, 3090, 294, 2390, 15005, 23693, 1270, 382], "avg_logprob": -0.3064236127667957, "compression_ratio": 1.3953488372093024, "no_speech_prob": 0.0, "words": [{"start": 1093.6, "end": 1094.1, "word": " This", "probability": 0.421630859375}, {"start": 1094.1, "end": 1094.78, "word": " is", "probability": 0.7802734375}, {"start": 1094.78, "end": 1095.18, "word": " reminding", "probability": 0.79736328125}, {"start": 1095.18, "end": 1095.46, "word": " us", "probability": 0.9169921875}, {"start": 1095.46, "end": 1095.58, "word": " of", "probability": 0.494873046875}, {"start": 1095.58, "end": 1095.76, "word": " what", "probability": 0.91796875}, {"start": 1095.76, "end": 1095.94, "word": " we", "probability": 0.927734375}, {"start": 1095.94, "end": 1096.16, "word": " 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there", "probability": 0.88037109375}, {"start": 1129.84, "end": 1130.08, "word": " is", "probability": 0.8984375}, {"start": 1130.08, "end": 1130.34, "word": " a", "probability": 0.89111328125}, {"start": 1130.34, "end": 1131.66, "word": " useful", "probability": 0.7783203125}, {"start": 1131.66, "end": 1133.12, "word": " website", "probability": 0.748046875}, {"start": 1133.12, "end": 1133.88, "word": " for", "probability": 0.916015625}, {"start": 1133.88, "end": 1134.42, "word": " target", "probability": 0.84619140625}, {"start": 1134.42, "end": 1135.0, "word": " marketing", "probability": 0.73583984375}, {"start": 1135.0, "end": 1135.28, "word": " and", "probability": 0.92333984375}, {"start": 1135.28, "end": 1135.66, "word": " identifying", "probability": 0.7392578125}, {"start": 1135.66, "end": 1135.96, "word": " a", "probability": 0.61376953125}, {"start": 1135.96, "end": 1136.08, "word": " new", "probability": 0.87841796875}, {"start": 1136.08, "end": 1136.44, "word": " customer", "probability": 0.77734375}, {"start": 1136.44, "end": 1136.72, "word": " which", "probability": 0.87548828125}, {"start": 1136.72, "end": 1137.46, "word": " is", "probability": 0.953125}, {"start": 1137.46, "end": 1138.22, "word": " www", "probability": 0.87158203125}, {"start": 1138.22, "end": 1139.74, "word": ".toplist", "probability": 0.7921549479166666}, {"start": 1139.74, "end": 1140.42, "word": ".com", "probability": 0.962890625}, {"start": 1140.42, "end": 1141.82, "word": " and", "probability": 0.373046875}, {"start": 1141.82, "end": 1142.06, "word": " thank", "probability": 0.7890625}, {"start": 1142.06, "end": 1142.26, "word": " you", "probability": 0.9580078125}], "temperature": 1.0}, {"id": 46, "seek": 116541, "start": 1147.25, "end": 1165.41, "text": " I'm Farah Sohail Shaat. I'm studying English Commerce, Faculty of English Commerce. I'm level three and I will continue what Iman and Huda started. Today I will explain building a prospect list.", "tokens": [286, 478, 9067, 545, 407, 48909, 14944, 267, 13, 286, 478, 7601, 3669, 34493, 11, 32689, 295, 3669, 34493, 13, 286, 478, 1496, 1045, 293, 286, 486, 2354, 437, 286, 1601, 293, 389, 11152, 1409, 13, 2692, 286, 486, 2903, 2390, 257, 15005, 1329, 13], "avg_logprob": -0.2418478189603142, "compression_ratio": 1.3829787234042554, "no_speech_prob": 1.4901161193847656e-06, "words": [{"start": 1147.25, "end": 1147.87, "word": " I'm", "probability": 0.85693359375}, {"start": 1147.87, "end": 1148.15, "word": " Farah", "probability": 0.687255859375}, {"start": 1148.15, "end": 1148.51, "word": " Sohail", "probability": 0.621826171875}, {"start": 1148.51, "end": 1149.03, "word": " Shaat.", "probability": 0.54443359375}, {"start": 1149.21, "end": 1149.49, "word": " I'm", "probability": 0.98486328125}, {"start": 1149.49, "end": 1149.77, "word": " studying", "probability": 0.94921875}, {"start": 1149.77, "end": 1150.15, "word": " English", "probability": 0.955078125}, {"start": 1150.15, "end": 1150.75, "word": " Commerce,", "probability": 0.49462890625}, {"start": 1151.05, "end": 1151.51, "word": " Faculty", "probability": 0.5732421875}, {"start": 1151.51, "end": 1152.25, "word": " of", "probability": 0.97021484375}, {"start": 1152.25, "end": 1153.59, "word": " English", "probability": 0.951171875}, {"start": 1153.59, "end": 1154.35, "word": " Commerce.", "probability": 0.8642578125}, {"start": 1155.31, "end": 1155.87, "word": " I'm", "probability": 0.99169921875}, {"start": 1155.87, "end": 1156.15, "word": " level", "probability": 0.75634765625}, {"start": 1156.15, "end": 1156.57, "word": " three", "probability": 0.5}, {"start": 1156.57, "end": 1157.45, "word": " and", "probability": 0.6103515625}, {"start": 1157.45, "end": 1157.69, "word": " I", "probability": 0.98828125}, {"start": 1157.69, "end": 1157.99, "word": " will", "probability": 0.89111328125}, {"start": 1157.99, "end": 1158.79, "word": " continue", "probability": 0.90478515625}, {"start": 1158.79, "end": 1159.35, "word": " what", "probability": 0.77001953125}, {"start": 1159.35, "end": 1159.81, "word": " Iman", "probability": 0.736083984375}, {"start": 1159.81, "end": 1160.25, "word": " and", "probability": 0.9404296875}, {"start": 1160.25, "end": 1160.51, "word": " Huda", "probability": 0.819091796875}, {"start": 1160.51, "end": 1161.17, "word": " started.", "probability": 0.921875}, {"start": 1162.17, "end": 1162.79, "word": " Today", "probability": 0.87890625}, {"start": 1162.79, "end": 1163.09, "word": " I", "probability": 0.81884765625}, {"start": 1163.09, "end": 1163.41, "word": " will", "probability": 0.88818359375}, {"start": 1163.41, "end": 1164.21, "word": " explain", "probability": 0.884765625}, {"start": 1164.21, "end": 1164.59, "word": " building", "probability": 0.8505859375}, {"start": 1164.59, "end": 1164.83, "word": " a", "probability": 0.97265625}, {"start": 1164.83, "end": 1165.07, "word": " prospect", "probability": 0.89111328125}, {"start": 1165.07, "end": 1165.41, "word": " list.", "probability": 0.75439453125}], "temperature": 1.0}, {"id": 47, "seek": 119536, "start": 1165.79, "end": 1195.37, "text": " Now, as we said, to generate new accounts, we should build a prospect profile. To generate new accounts, we should build a prospect profile. Now, this prospect profile should be matched with a prospect list. Now, how this prospect list will be done, or how we will do this prospect list, with a traditional method or approach which is called cold-convasing. This cold-convasing, it's equally to the cold", "tokens": [823, 11, 382, 321, 848, 11, 281, 8460, 777, 9402, 11, 321, 820, 1322, 257, 15005, 7964, 13, 1407, 8460, 777, 9402, 11, 321, 820, 1322, 257, 15005, 7964, 13, 823, 11, 341, 15005, 7964, 820, 312, 21447, 365, 257, 15005, 1329, 13, 823, 11, 577, 341, 15005, 1329, 486, 312, 1096, 11, 420, 577, 321, 486, 360, 341, 15005, 1329, 11, 365, 257, 5164, 3170, 420, 3109, 597, 307, 1219, 3554, 12, 1671, 85, 3349, 13, 639, 3554, 12, 1671, 85, 3349, 11, 309, 311, 12309, 281, 264, 3554], "avg_logprob": -0.163719090786609, "compression_ratio": 2.115183246073298, "no_speech_prob": 4.76837158203125e-07, "words": [{"start": 1165.79, "end": 1166.17, "word": " Now,", "probability": 0.6083984375}, {"start": 1166.37, "end": 1166.79, "word": " as", "probability": 0.95458984375}, {"start": 1166.79, "end": 1166.95, "word": " we", "probability": 0.96240234375}, {"start": 1166.95, "end": 1167.27, "word": " said,", "probability": 0.94580078125}, {"start": 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Cold calling via phone. Now cold conveysing has many definitions. I searched for two or the most matchable definitions for our explanation today. Now the first one it is a sales tool.", "tokens": [44150, 13, 16918, 5141, 5766, 2593, 13, 823, 3554, 18053, 749, 278, 575, 867, 21988, 13, 286, 22961, 337, 732, 420, 264, 881, 2995, 712, 21988, 337, 527, 10835, 965, 13, 823, 264, 700, 472, 309, 307, 257, 5763, 2290, 13], "avg_logprob": -0.20703124893563135, "compression_ratio": 1.4296296296296296, "no_speech_prob": 4.76837158203125e-07, "words": [{"start": 1196.18, "end": 1196.64, "word": " Calling.", "probability": 0.50244140625}, {"start": 1198.96, "end": 1199.16, "word": " Cold", "probability": 0.638671875}, {"start": 1199.16, "end": 1199.52, "word": " calling", "probability": 0.7978515625}, {"start": 1199.52, "end": 1199.96, "word": " via", "probability": 0.90771484375}, {"start": 1199.96, "end": 1200.38, "word": " phone.", "probability": 0.94091796875}, {"start": 1201.1, "end": 1201.34, "word": " Now", "probability": 0.8916015625}, {"start": 1201.34, "end": 1202.0, "word": " cold", "probability": 0.76171875}, {"start": 1202.0, "end": 1202.78, "word": " conveysing", "probability": 0.602294921875}, {"start": 1202.78, "end": 1203.36, "word": " has", "probability": 0.93212890625}, {"start": 1203.36, "end": 1204.16, "word": " many", "probability": 0.90966796875}, {"start": 1204.16, "end": 1204.62, "word": " definitions.", "probability": 0.8466796875}, {"start": 1205.08, "end": 1205.18, "word": " I", "probability": 0.99609375}, {"start": 1205.18, "end": 1205.56, "word": " searched", "probability": 0.9375}, {"start": 1205.56, "end": 1205.9, "word": " for", "probability": 0.9501953125}, {"start": 1205.9, "end": 1206.32, "word": " two", "probability": 0.888671875}, {"start": 1206.32, "end": 1206.74, "word": " or", "probability": 0.7802734375}, {"start": 1206.74, "end": 1207.0, "word": " the", "probability": 0.91748046875}, {"start": 1207.0, "end": 1207.42, "word": " most", "probability": 0.9267578125}, {"start": 1207.42, "end": 1208.68, "word": " matchable", "probability": 0.898193359375}, {"start": 1208.68, "end": 1209.62, "word": " definitions", "probability": 0.85791015625}, {"start": 1209.62, "end": 1210.02, "word": " for", "probability": 0.9462890625}, {"start": 1210.02, "end": 1210.44, "word": " our", "probability": 0.89453125}, {"start": 1210.44, "end": 1213.68, "word": " explanation", "probability": 0.625}, {"start": 1213.68, "end": 1214.2, "word": " today.", "probability": 0.822265625}, {"start": 1214.6, "end": 1214.86, "word": " Now", "probability": 0.9111328125}, {"start": 1214.86, "end": 1215.1, "word": " the", "probability": 0.650390625}, {"start": 1215.1, "end": 1215.42, "word": " first", "probability": 0.8876953125}, {"start": 1215.42, "end": 1215.76, "word": " one", "probability": 0.92919921875}, {"start": 1215.76, "end": 1216.08, "word": " it", "probability": 0.4931640625}, {"start": 1216.08, "end": 1216.32, "word": " is", "probability": 0.9384765625}, {"start": 1216.32, "end": 1216.52, "word": " a", "probability": 0.787109375}, {"start": 1216.52, "end": 1216.8, "word": " sales", "probability": 0.91650390625}, {"start": 1216.8, "end": 1217.22, "word": " tool.", "probability": 0.94091796875}], "temperature": 1.0}, {"id": 49, "seek": 123792, "start": 1220.7, "end": 1237.92, "text": " What does it mean by sales tool? It's a sales tool used to locate the customers who may be interested in purchasing or buying our services or goods by a given business. 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Now, for example, in the past, the salesperson used to go to the homes or the houses and have the kitchen tools for the housewives. 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Otherwise, code conversing means simply sellers or sales persons will knock door by door searching for prospects or potential customers. 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So sometimes the organizations may use the cold canvassing just to knock on the doors and start asking about any insurance from the customers. Now we have some drawbacks for the cold canvassing. Let's talk about the advantages.", "tokens": [1436, 2171, 411, 264, 7214, 11, 291, 500, 380, 458, 2293, 689, 264, 5474, 307, 567, 291, 528, 281, 312, 13, 407, 2171, 264, 6150, 815, 764, 264, 3554, 393, 85, 42705, 445, 281, 6728, 322, 264, 8077, 293, 722, 3365, 466, 604, 7214, 490, 264, 4581, 13, 823, 321, 362, 512, 2642, 17758, 337, 264, 3554, 393, 85, 42705, 13, 961, 311, 751, 466, 264, 14906, 13], "avg_logprob": -0.21659873102022253, "compression_ratio": 1.6467661691542288, "no_speech_prob": 8.344650268554688e-07, "words": [{"start": 1536.92, "end": 1537.26, "word": " Because", "probability": 0.65380859375}, {"start": 1537.26, "end": 1537.74, "word": " sometimes", "probability": 0.91943359375}, {"start": 1537.74, "end": 1538.08, "word": " like", "probability": 0.474609375}, {"start": 1538.08, "end": 1538.3, "word": " the", "probability": 0.8115234375}, {"start": 1538.3, "end": 1538.8, "word": " insurance,", "probability": 0.951171875}, {"start": 1539.14, "end": 1539.26, "word": " 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I might say yes because the cold conveysing has some advantages because from my point of view that would make the sales people contact with the customers directly, face to face and they would know everything about the company. All these things is going to increase level of credibility between the seller and the potential customer.", "tokens": [1144, 291, 519, 321, 362, 14906, 5699, 321, 366, 516, 281, 3079, 3554, 18053, 749, 278, 6532, 30, 286, 1062, 584, 2086, 570, 264, 3554, 18053, 749, 278, 575, 512, 14906, 570, 490, 452, 935, 295, 1910, 300, 576, 652, 264, 5763, 561, 3385, 365, 264, 4581, 3838, 11, 1851, 281, 1851, 293, 436, 576, 458, 1203, 466, 264, 2237, 13, 1057, 613, 721, 307, 516, 281, 3488, 1496, 295, 28852, 1296, 264, 23600, 293, 264, 3995, 5474, 13], "avg_logprob": -0.24960938096046448, "compression_ratio": 1.7195121951219512, "no_speech_prob": 0.1387939453125, "words": [{"start": 1557.29, "end": 1557.53, "word": " Do", "probability": 0.7021484375}, {"start": 1557.53, "end": 1557.63, "word": " you", "probability": 0.953125}, {"start": 1557.63, "end": 1557.81, "word": " think", "probability": 0.91796875}, {"start": 1557.81, "end": 1557.95, "word": " we", "probability": 0.8212890625}, {"start": 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It's very important. Why? Because we are going to look at items by our eyes, we are going to touch them, we are going to ask free questions, and we are going to receive immediate responses. All these things are positive because they are contributing to increase the level of credibility between the seller and the potential prospect. Other points? It can reach to customers, busy customers.", "tokens": [1119, 341, 1021, 30, 467, 311, 588, 1021, 13, 1545, 30, 1436, 321, 366, 516, 281, 574, 412, 4754, 538, 527, 2575, 11, 321, 366, 516, 281, 2557, 552, 11, 321, 366, 516, 281, 1029, 1737, 1651, 11, 293, 321, 366, 516, 281, 4774, 11629, 13019, 13, 1057, 613, 721, 366, 3353, 570, 436, 366, 19270, 281, 3488, 264, 1496, 295, 28852, 1296, 264, 23600, 293, 264, 3995, 15005, 13, 5358, 2793, 30, 467, 393, 2524, 281, 4581, 11, 5856, 4581, 13], "avg_logprob": -0.2307981934892126, "compression_ratio": 1.7521367521367521, "no_speech_prob": 8.344650268554688e-07, "words": [{"start": 1587.38, "end": 1587.92, "word": " Is", "probability": 0.1839599609375}, {"start": 1587.92, "end": 1588.1, "word": " this", "probability": 0.857421875}, {"start": 1588.1, "end": 1588.54, "word": " important?", "probability": 0.89208984375}, {"start": 1588.76, "end": 1589.0, "word": " It's", "probability": 0.740234375}, {"start": 1589.0, "end": 1589.28, "word": " 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It isn't guaranteed for the reasons which Farah told you about. Any questions or comments about this, Farah? No. Thank you very much. Well done. Yes? My name is Isra Shaker. Shaker, I'm studying Faculty of Commerce, Level 3. Today, inshallah, we are talking about how to identifying a good prospect. There are most efficient methods. 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We have example at a tribute insurance company on cleft land that analyzed the response that coming from mailing.", "tokens": [440, 1186, 300, 5763, 14453, 366, 40571, 322, 729, 6267, 1043, 82, 366, 881, 3700, 281, 8110, 13, 492, 362, 1365, 412, 257, 24722, 7214, 2237, 322, 1233, 844, 2117, 300, 28181, 264, 4134, 300, 1348, 490, 41612, 13], "avg_logprob": -0.3695312552154064, "compression_ratio": 1.4444444444444444, "no_speech_prob": 8.940696716308594e-07, "words": [{"start": 1797.78, "end": 1798.52, "word": " The", "probability": 0.736328125}, {"start": 1798.52, "end": 1798.78, "word": " fact", "probability": 0.93505859375}, {"start": 1798.78, "end": 1801.2, "word": " that", "probability": 0.93017578125}, {"start": 1801.2, "end": 1801.76, "word": " sales", "probability": 0.85205078125}, {"start": 1801.76, "end": 1802.36, "word": " persons", "probability": 0.468994140625}, {"start": 1802.36, "end": 1802.6, "word": " are", "probability": 0.67578125}, {"start": 1802.6, "end": 1803.32, "word": " concentrating", "probability": 0.89892578125}, {"start": 1803.32, "end": 1804.1, "word": " on", "probability": 0.93994140625}, {"start": 1804.1, "end": 1805.04, "word": " those", "probability": 0.791015625}, {"start": 1805.04, "end": 1806.66, "word": " prospects", "probability": 0.6704508463541666}, {"start": 1806.66, "end": 1806.82, "word": " are", "probability": 0.6923828125}, {"start": 1806.82, "end": 1807.06, "word": " most", "probability": 0.888671875}, {"start": 1807.06, "end": 1807.36, "word": " likely", "probability": 0.921875}, {"start": 1807.36, "end": 1807.52, "word": " to", "probability": 0.97021484375}, {"start": 1807.52, "end": 1807.76, "word": " purchase.", "probability": 0.9384765625}, {"start": 1808.52, "end": 1809.24, "word": " We", "probability": 0.634765625}, {"start": 1809.24, "end": 1809.48, "word": " have", "probability": 0.93603515625}, {"start": 1809.48, "end": 1809.98, "word": " example", "probability": 0.318359375}, {"start": 1809.98, "end": 1810.56, "word": " at", "probability": 0.58056640625}, {"start": 1810.56, "end": 1810.78, "word": " a", "probability": 0.66796875}, {"start": 1810.78, "end": 1811.12, "word": " tribute", "probability": 0.904296875}, {"start": 1811.12, "end": 1812.2, "word": " insurance", "probability": 0.95068359375}, {"start": 1812.2, "end": 1813.14, "word": " company", "probability": 0.91162109375}, {"start": 1813.14, "end": 1814.34, "word": " on", "probability": 0.50390625}, {"start": 1814.34, "end": 1814.88, "word": " cleft", "probability": 0.3135986328125}, {"start": 1814.88, "end": 1815.48, "word": " land", "probability": 0.8603515625}, {"start": 1815.48, "end": 1815.8, "word": " that", "probability": 0.84130859375}, {"start": 1815.8, "end": 1816.26, "word": " analyzed", "probability": 0.368896484375}, {"start": 1816.26, "end": 1816.54, "word": " the", "probability": 0.88525390625}, {"start": 1816.54, "end": 1816.92, "word": " response", "probability": 0.92919921875}, {"start": 1816.92, "end": 1818.46, "word": " that", "probability": 0.4560546875}, {"start": 1818.46, "end": 1818.8, "word": " coming", "probability": 0.375732421875}, {"start": 1818.8, "end": 1819.18, "word": " from", "probability": 0.88232421875}, {"start": 1819.18, "end": 1819.58, "word": " mailing.", "probability": 0.9111328125}], "temperature": 1.0}, {"id": 75, "seek": 184640, "start": 1820.0, "end": 1846.4, "text": " to explain the issues about, the critical issues about the prospects, such as the buying framework and budget concentrate. As a result, high quality sales persons concentrate on high priced sales persons concentrate on high quality prospects. It's clear? It's clear. So can you provide us with a local example about that?", "tokens": [281, 2903, 264, 2663, 466, 11, 264, 4924, 2663, 466, 264, 32933, 11, 1270, 382, 264, 6382, 8388, 293, 4706, 18089, 13, 1018, 257, 1874, 11, 1090, 3125, 5763, 14453, 18089, 322, 1090, 30349, 5763, 14453, 18089, 322, 1090, 3125, 32933, 13, 467, 311, 1850, 30, 467, 311, 1850, 13, 407, 393, 291, 2893, 505, 365, 257, 2654, 1365, 466, 300, 30], "avg_logprob": -0.3020833238722786, "compression_ratio": 1.75, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1820.0, "end": 1820.32, "word": " to", "probability": 0.7099609375}, {"start": 1820.32, "end": 1820.96, "word": " explain", "probability": 0.8916015625}, {"start": 1820.96, "end": 1822.26, "word": " the", "probability": 0.7177734375}, {"start": 1822.26, "end": 1822.66, "word": " issues", "probability": 0.84130859375}, {"start": 1822.66, "end": 1823.1, "word": " about,", "probability": 0.8349609375}, {"start": 1823.58, "end": 1823.58, "word": " the", 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is going to send its envelope along with the bill, sometimes whenever we are going to open the envelope, you are going to find that there is a kind of commercial, or there is a kind of offer, or there is a kind of sales. Yes, advertising. 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You are going to wonder why? Simply because our country is suffering from poor main services. But is it applicable? It is applicable by a very limited number of firms. The strongest one of them is Palestine Intercommunication Company. Go on, next.", "tokens": [1949, 281, 312, 588, 5567, 13, 509, 366, 516, 281, 2441, 983, 30, 19596, 570, 527, 1941, 307, 7755, 490, 4716, 2135, 3328, 13, 583, 307, 309, 21142, 30, 467, 307, 21142, 538, 257, 588, 5567, 1230, 295, 18055, 13, 440, 16595, 472, 295, 552, 307, 33030, 5751, 25451, 8758, 13918, 13, 1037, 322, 11, 958, 13], "avg_logprob": -0.39762931651082534, "compression_ratio": 1.450261780104712, "no_speech_prob": 5.364418029785156e-07, "words": [{"start": 1873.39, "end": 1873.59, "word": " consider", "probability": 0.06378173828125}, {"start": 1873.59, "end": 1873.83, "word": " to", "probability": 0.8349609375}, {"start": 1873.83, "end": 1873.93, "word": " be", "probability": 0.8828125}, {"start": 1873.93, "end": 1874.15, "word": " very", "probability": 0.81494140625}, {"start": 1874.15, "end": 1874.49, "word": " limited.", "probability": 0.93408203125}, {"start": 1874.91, "end": 1875.09, "word": " You", "probability": 0.1478271484375}, {"start": 1875.09, "end": 1875.27, "word": " are", "probability": 0.51171875}, {"start": 1875.27, "end": 1875.49, "word": " going", "probability": 0.89208984375}, {"start": 1875.49, "end": 1875.63, "word": " to", "probability": 0.970703125}, {"start": 1875.63, "end": 1875.85, "word": " wonder", "probability": 0.921875}, {"start": 1875.85, "end": 1876.27, "word": " why?", "probability": 0.8662109375}, {"start": 1876.63, "end": 1876.93, "word": " Simply", "probability": 0.7265625}, {"start": 1876.93, "end": 1877.23, "word": " because", "probability": 0.88134765625}, {"start": 1877.23, "end": 1877.63, "word": " our", "probability": 0.81787109375}, {"start": 1877.63, "end": 1878.05, "word": " country", "probability": 0.91455078125}, {"start": 1878.05, "end": 1878.25, "word": " is", "probability": 0.92578125}, {"start": 1878.25, "end": 1878.53, "word": " suffering", "probability": 0.9169921875}, {"start": 1878.53, "end": 1879.05, "word": " from", "probability": 0.86181640625}, {"start": 1879.05, "end": 1880.11, "word": " poor", "probability": 0.9169921875}, {"start": 1880.11, "end": 1881.07, "word": " main", "probability": 0.474853515625}, {"start": 1881.07, "end": 1881.75, "word": " services.", "probability": 0.9228515625}, {"start": 1882.93, "end": 1883.23, "word": " But", "probability": 0.7802734375}, {"start": 1883.23, "end": 1883.75, "word": " is", "probability": 0.71240234375}, {"start": 1883.75, "end": 1883.87, "word": " it", "probability": 0.93017578125}, {"start": 1883.87, "end": 1884.23, "word": " applicable?", "probability": 0.93115234375}, {"start": 1884.59, "end": 1884.75, "word": " It", "probability": 0.83544921875}, {"start": 1884.75, "end": 1884.87, "word": " is", "probability": 0.91552734375}, {"start": 1884.87, "end": 1885.27, "word": " applicable", "probability": 0.927734375}, {"start": 1885.27, "end": 1885.57, "word": " by", "probability": 0.330810546875}, {"start": 1885.57, "end": 1885.71, "word": " a", "probability": 0.78857421875}, {"start": 1885.71, "end": 1885.83, "word": " very", "probability": 0.83349609375}, {"start": 1885.83, "end": 1886.03, "word": " limited", "probability": 0.9404296875}, {"start": 1886.03, "end": 1886.33, "word": " number", "probability": 0.91943359375}, {"start": 1886.33, "end": 1886.71, "word": " of", "probability": 0.970703125}, {"start": 1886.71, "end": 1887.31, "word": " firms.", "probability": 0.88671875}, {"start": 1887.65, "end": 1887.79, "word": " The", "probability": 0.53857421875}, {"start": 1887.79, "end": 1888.17, "word": " strongest", "probability": 0.724609375}, {"start": 1888.17, "end": 1888.39, "word": " one", "probability": 0.7734375}, {"start": 1888.39, "end": 1888.49, "word": " of", "probability": 0.89111328125}, {"start": 1888.49, "end": 1888.67, "word": " them", "probability": 0.8955078125}, {"start": 1888.67, "end": 1889.13, "word": " is", "probability": 0.93896484375}, {"start": 1889.13, "end": 1889.91, "word": " Palestine", "probability": 0.450439453125}, {"start": 1889.91, "end": 1890.71, "word": " Intercommunication", "probability": 0.59326171875}, {"start": 1890.71, "end": 1891.05, "word": " Company.", "probability": 0.484619140625}, {"start": 1891.29, "end": 1891.49, "word": " Go", "probability": 0.40576171875}, {"start": 1891.49, "end": 1891.59, "word": " on,", "probability": 0.5830078125}, {"start": 1891.63, "end": 1891.71, "word": " next.", "probability": 0.2109375}], "temperature": 1.0}, {"id": 78, "seek": 192096, "start": 1892.8, "end": 1920.96, "text": " The other vehicle for generating good prospects is a trade show. It is estimated that more than 145 firms participate in over 8,000 trade shows at a cost of 10 billion annually. 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And there is two reasons for popularity that trade shows. Number one, it's low cost per content customer.", "tokens": [2319, 11, 1360, 1755, 23465, 293, 1606, 7289, 13, 400, 456, 307, 732, 4112, 337, 19301, 300, 4923, 3110, 13, 5118, 472, 11, 309, 311, 2295, 2063, 680, 2701, 5474, 13], "avg_logprob": -0.2954101487994194, "compression_ratio": 1.226890756302521, "no_speech_prob": 4.172325134277344e-07, "words": [{"start": 1921.06, "end": 1922.26, "word": " 100", "probability": 0.201171875}, {"start": 1922.26, "end": 1922.9, "word": ",000", "probability": 0.904541015625}, {"start": 1922.9, "end": 1923.48, "word": " food", "probability": 0.9267578125}, {"start": 1923.48, "end": 1924.12, "word": " buyers", "probability": 0.90673828125}, {"start": 1924.12, "end": 1924.62, "word": " and", "probability": 0.87109375}, {"start": 1924.62, "end": 1926.2, "word": " business", "probability": 0.78369140625}, {"start": 1926.2, "end": 1929.08, "word": " owner.", "probability": 0.396728515625}, {"start": 1929.22, "end": 1929.4, "word": " And", "probability": 0.869140625}, {"start": 1929.4, "end": 1929.5, "word": " there", "probability": 0.89599609375}, {"start": 1929.5, "end": 1929.62, "word": " is", "probability": 0.689453125}, {"start": 1929.62, "end": 1929.88, "word": " two", "probability": 0.93896484375}, {"start": 1929.88, "end": 1930.34, "word": " reasons", "probability": 0.9404296875}, {"start": 1930.34, "end": 1930.58, "word": " for", "probability": 0.94384765625}, {"start": 1930.58, "end": 1931.12, "word": " popularity", "probability": 0.89111328125}, {"start": 1931.12, "end": 1931.42, "word": " that", "probability": 0.55029296875}, {"start": 1931.42, "end": 1931.8, "word": " trade", "probability": 0.74365234375}, {"start": 1931.8, "end": 1932.14, "word": " shows.", "probability": 0.91650390625}, {"start": 1932.62, "end": 1932.9, "word": " Number", "probability": 0.81689453125}, {"start": 1932.9, "end": 1934.6, "word": " one,", "probability": 0.90673828125}, {"start": 1934.78, "end": 1937.86, "word": " it's", "probability": 0.95068359375}, {"start": 1937.86, "end": 1940.6, "word": " low", "probability": 0.8486328125}, {"start": 1940.6, "end": 1941.18, "word": " cost", "probability": 0.84521484375}, {"start": 1941.18, "end": 1944.82, "word": " per", "probability": 0.525390625}, {"start": 1944.82, "end": 1946.9, "word": " content", "probability": 0.453125}, {"start": 1946.9, "end": 1948.5, "word": " customer.", "probability": 0.79736328125}], "temperature": 1.0}, {"id": 80, "seek": 197939, "start": 1953.31, "end": 1979.39, "text": " Another reason is that organizations convert messages to all prospects through the graphics, business structures, displays, advertisements and other supporting materials. In fact, some trading shows don't permit the writing of orders. Is it clear?", "tokens": [3996, 1778, 307, 300, 6150, 7620, 7897, 281, 439, 32933, 807, 264, 11837, 11, 1606, 9227, 11, 20119, 11, 42897, 293, 661, 7231, 5319, 13, 682, 1186, 11, 512, 9529, 3110, 500, 380, 13423, 264, 3579, 295, 9470, 13, 1119, 309, 1850, 30], "avg_logprob": -0.2562144906683402, "compression_ratio": 1.4335260115606936, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1953.31, "end": 1953.71, "word": " Another", "probability": 0.76171875}, {"start": 1953.71, "end": 1954.13, "word": " reason", "probability": 0.93798828125}, {"start": 1954.13, "end": 1954.35, "word": " is", "probability": 0.81005859375}, {"start": 1954.35, "end": 1954.51, "word": " that", "probability": 0.91748046875}, {"start": 1954.51, "end": 1955.23, "word": " organizations", "probability": 0.5615234375}, {"start": 1955.23, "end": 1956.07, "word": " convert", "probability": 0.865234375}, {"start": 1956.07, "end": 1956.53, "word": " messages", "probability": 0.5380859375}, {"start": 1956.53, "end": 1956.73, "word": " to", "probability": 0.94189453125}, {"start": 1956.73, "end": 1957.01, "word": " all", "probability": 0.90087890625}, {"start": 1957.01, "end": 1957.71, "word": " prospects", "probability": 0.67578125}, {"start": 1957.71, "end": 1960.85, "word": " through", "probability": 0.71142578125}, {"start": 1960.85, "end": 1961.33, "word": " the", "probability": 0.41796875}, {"start": 1961.33, "end": 1961.91, "word": " graphics,", "probability": 0.87939453125}, {"start": 1962.67, "end": 1962.95, "word": " business", "probability": 0.9306640625}, {"start": 1962.95, "end": 1963.51, "word": " structures,", "probability": 0.505859375}, {"start": 1963.89, "end": 1964.39, "word": " displays,", "probability": 0.8642578125}, {"start": 1964.71, "end": 1965.27, "word": " advertisements", "probability": 0.70849609375}, {"start": 1965.27, "end": 1966.03, "word": " and", "probability": 0.56005859375}, {"start": 1966.03, "end": 1966.51, "word": " other", "probability": 0.87646484375}, {"start": 1966.51, "end": 1967.19, "word": " supporting", "probability": 0.88916015625}, {"start": 1967.19, "end": 1971.47, "word": " materials.", "probability": 0.55419921875}, {"start": 1971.81, "end": 1971.97, "word": " In", "probability": 0.92529296875}, {"start": 1971.97, "end": 1972.23, "word": " fact,", "probability": 0.90185546875}, {"start": 1972.37, "end": 1972.49, "word": " some", "probability": 0.89013671875}, {"start": 1972.49, "end": 1972.83, "word": " trading", "probability": 0.8486328125}, {"start": 1972.83, "end": 1973.15, "word": " shows", "probability": 0.56005859375}, {"start": 1973.15, "end": 1973.53, "word": " don't", "probability": 0.9140625}, {"start": 1973.53, "end": 1974.45, "word": " permit", "probability": 0.85498046875}, {"start": 1974.45, "end": 1975.29, "word": " the", "probability": 0.81494140625}, {"start": 1975.29, "end": 1976.35, "word": " writing", "probability": 0.89990234375}, {"start": 1976.35, "end": 1976.79, "word": " of", "probability": 0.9619140625}, {"start": 1976.79, "end": 1978.63, "word": " orders.", "probability": 0.7939453125}, {"start": 1978.99, "end": 1979.09, "word": " Is", "probability": 0.446044921875}, {"start": 1979.09, "end": 1979.17, "word": " it", "probability": 0.7490234375}, {"start": 1979.17, "end": 1979.39, "word": " clear?", "probability": 0.89990234375}], "temperature": 1.0}, {"id": 81, "seek": 200083, "start": 1980.09, "end": 2000.83, "text": " Also regarding the trade shows, we can add to what Asraha just explained. For example, College of Commerce in the Islamic University of Gaza, every single year it is organizing the show or the trade show of their national products. Also sometimes the university is organizing book shows. Exactly. So these are local examples from Gaza market.", "tokens": [2743, 8595, 264, 4923, 3110, 11, 321, 393, 909, 281, 437, 1018, 424, 1641, 445, 8825, 13, 1171, 1365, 11, 6745, 295, 34493, 294, 264, 17970, 3535, 295, 37800, 11, 633, 2167, 1064, 309, 307, 17608, 264, 855, 420, 264, 4923, 855, 295, 641, 4048, 3383, 13, 2743, 2171, 264, 5454, 307, 17608, 1446, 3110, 13, 7587, 13, 407, 613, 366, 2654, 5110, 490, 37800, 2142, 13], "avg_logprob": -0.2624081005068386, "compression_ratio": 1.5953488372093023, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 1980.09, "end": 1980.43, "word": " Also", "probability": 0.8134765625}, {"start": 1980.43, "end": 1980.81, "word": " regarding", "probability": 0.74658203125}, {"start": 1980.81, "end": 1981.03, "word": " the", "probability": 0.8212890625}, {"start": 1981.03, "end": 1981.23, "word": " trade", "probability": 0.8837890625}, {"start": 1981.23, "end": 1981.53, "word": " shows,", "probability": 0.91845703125}, {"start": 1981.65, "end": 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These military firms, they are going to expose or display their own military products from airplanes, jet fighters, tanks and so on. If you are going to think, why the shows in these or for these military firms? 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These are border sources of leads for many firms, like chambers of commerce. 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Furthermore, the firms in the registrar's company are scored according to their assets, so the salesperson can make judge to the size of each botanical customers.", "tokens": [281, 264, 2010, 295, 3383, 293, 264, 2010, 295, 4368, 13, 23999, 11, 264, 18055, 294, 264, 11376, 5352, 311, 2237, 366, 18139, 4650, 281, 641, 9769, 11, 370, 264, 5763, 10813, 393, 652, 6995, 281, 264, 2744, 295, 1184, 10592, 282, 804, 4581, 13], "avg_logprob": -0.227751352864763, "compression_ratio": 1.49645390070922, "no_speech_prob": 7.152557373046875e-07, "words": [{"start": 2074.36, "end": 2074.58, "word": " to", "probability": 0.81591796875}, {"start": 2074.58, "end": 2074.7, "word": " the", "probability": 0.91015625}, {"start": 2074.7, "end": 2074.96, "word": " type", "probability": 0.95166015625}, {"start": 2074.96, "end": 2075.16, "word": " of", "probability": 0.97021484375}, {"start": 2075.16, "end": 2075.58, "word": " products", "probability": 0.79248046875}, {"start": 2075.58, "end": 2075.96, "word": " and", "probability": 0.89501953125}, {"start": 2075.96, "end": 2076.34, "word": " the", "probability": 0.74951171875}, {"start": 2076.34, "end": 2077.86, "word": " type", "probability": 0.9560546875}, {"start": 2077.86, "end": 2078.1, "word": " of", "probability": 0.974609375}, {"start": 2078.1, "end": 2078.56, "word": " states.", "probability": 0.71044921875}, {"start": 2078.88, "end": 2079.24, "word": " Furthermore,", "probability": 0.77099609375}, {"start": 2079.5, "end": 2079.6, "word": " the", "probability": 0.90234375}, {"start": 2079.6, "end": 2079.88, "word": " firms", "probability": 0.8720703125}, {"start": 2079.88, "end": 2080.18, "word": " in", "probability": 0.85302734375}, {"start": 2080.18, "end": 2080.76, "word": " the", "probability": 0.91455078125}, {"start": 2080.76, "end": 2082.64, "word": " registrar's", "probability": 0.5345052083333334}, {"start": 2082.64, "end": 2083.14, "word": " company", "probability": 0.84912109375}, {"start": 2083.14, "end": 2083.36, "word": " are", "probability": 0.9375}, {"start": 2083.36, "end": 2083.78, "word": " scored", "probability": 0.9482421875}, {"start": 2083.78, "end": 2085.12, "word": " according", "probability": 0.9228515625}, {"start": 2085.12, "end": 2085.42, "word": " to", "probability": 0.96826171875}, {"start": 2085.42, "end": 2085.66, "word": " their", "probability": 0.95947265625}, {"start": 2085.66, "end": 2086.14, "word": " assets,", "probability": 0.91015625}, {"start": 2086.68, "end": 2086.9, "word": " so", "probability": 0.939453125}, {"start": 2086.9, "end": 2088.38, "word": " the", "probability": 0.87939453125}, {"start": 2088.38, "end": 2089.2, "word": " salesperson", "probability": 0.650634765625}, {"start": 2089.2, "end": 2092.94, "word": " can", "probability": 0.83740234375}, {"start": 2092.94, "end": 2093.34, "word": " make", "probability": 0.8232421875}, {"start": 2093.34, "end": 2093.7, "word": " judge", "probability": 0.53857421875}, {"start": 2093.7, "end": 2094.04, "word": " to", "probability": 0.9013671875}, {"start": 2094.04, "end": 2095.22, "word": " the", "probability": 0.92626953125}, {"start": 2095.22, "end": 2095.84, "word": " size", "probability": 0.83203125}, {"start": 2095.84, "end": 2096.12, "word": " of", "probability": 0.96484375}, {"start": 2096.12, "end": 2096.58, "word": " each", "probability": 0.953125}, {"start": 2096.58, "end": 2097.26, "word": " botanical", "probability": 0.8390299479166666}, {"start": 2097.26, "end": 2098.76, "word": " customers.", "probability": 0.42724609375}], "temperature": 1.0}, {"id": 86, "seek": 212442, "start": 2100.35, "end": 2124.43, "text": " Another vehicle is the internet. The internet has revolutionized the process of selling and qualifying customers. There are many examples of the internet. There is Dell Online. Another example is Tesla for example. This is considered to be one of the most internet", "tokens": [3996, 5864, 307, 264, 4705, 13, 440, 4705, 575, 8894, 1602, 264, 1399, 295, 6511, 293, 41793, 4581, 13, 821, 366, 867, 5110, 295, 264, 4705, 13, 821, 307, 33319, 16930, 13, 3996, 1365, 307, 13666, 337, 1365, 13, 639, 307, 4888, 281, 312, 472, 295, 264, 881, 4705], "avg_logprob": -0.37312501192092895, "compression_ratio": 1.6666666666666667, "no_speech_prob": 2.3245811462402344e-06, "words": [{"start": 2100.35, "end": 2101.35, "word": " Another", "probability": 0.650390625}, {"start": 2101.35, "end": 2102.35, "word": " vehicle", "probability": 0.264404296875}, {"start": 2102.35, "end": 2102.85, "word": " is", "probability": 0.93017578125}, {"start": 2102.85, "end": 2103.65, "word": " the", "probability": 0.80322265625}, {"start": 2103.65, "end": 2104.23, "word": " internet.", "probability": 0.72802734375}, {"start": 2104.97, "end": 2105.27, "word": " The", "probability": 0.85498046875}, {"start": 2105.27, "end": 2105.81, "word": " internet", "probability": 0.8837890625}, {"start": 2105.81, "end": 2106.43, "word": " has", "probability": 0.89111328125}, {"start": 2106.43, "end": 2108.13, "word": " revolutionized", "probability": 0.81884765625}, {"start": 2108.13, "end": 2108.57, "word": " the", "probability": 0.8759765625}, {"start": 2108.57, "end": 2109.07, "word": " process", "probability": 0.9296875}, {"start": 2109.07, "end": 2109.37, "word": " of", "probability": 0.96875}, {"start": 2109.37, "end": 2109.89, "word": " selling", "probability": 0.8388671875}, {"start": 2109.89, "end": 2110.61, "word": " and", "probability": 0.9140625}, {"start": 2110.61, "end": 2111.21, "word": " qualifying", "probability": 0.89501953125}, {"start": 2111.21, "end": 2112.23, "word": " customers.", "probability": 0.456298828125}, {"start": 2112.65, "end": 2112.75, "word": " There", "probability": 0.73291015625}, {"start": 2112.75, "end": 2112.87, "word": " are", "probability": 0.69189453125}, {"start": 2112.87, "end": 2113.13, "word": " many", "probability": 0.916015625}, {"start": 2113.13, "end": 2113.67, "word": " examples", "probability": 0.79443359375}, {"start": 2113.67, "end": 2114.05, "word": " of", "probability": 0.93359375}, {"start": 2114.05, "end": 2114.47, "word": " the", "probability": 0.63525390625}, {"start": 2114.47, "end": 2114.93, "word": " internet.", "probability": 0.912109375}, {"start": 2115.45, "end": 2115.45, "word": " There", "probability": 0.421142578125}, {"start": 2115.45, "end": 2115.65, "word": " is", "probability": 0.69384765625}, {"start": 2115.65, "end": 2116.25, "word": " Dell", "probability": 0.40234375}, {"start": 2116.25, "end": 2116.81, "word": " Online.", "probability": 0.56689453125}, {"start": 2117.95, "end": 2118.25, "word": " Another", "probability": 0.2244873046875}, {"start": 2118.25, "end": 2118.77, "word": " example", "probability": 0.96826171875}, {"start": 2118.77, "end": 2119.79, "word": " is", "probability": 0.9326171875}, {"start": 2119.79, "end": 2120.41, "word": " Tesla", "probability": 0.050079345703125}, {"start": 2120.41, "end": 2121.07, "word": " for", "probability": 0.465087890625}, {"start": 2121.07, "end": 2121.55, "word": " example.", "probability": 0.9697265625}, {"start": 2122.19, "end": 2122.47, "word": " This", "probability": 0.73095703125}, {"start": 2122.47, "end": 2122.61, "word": " is", "probability": 0.91455078125}, {"start": 2122.61, "end": 2122.89, "word": " considered", "probability": 0.8330078125}, {"start": 2122.89, "end": 2123.09, "word": " to", "probability": 0.921875}, {"start": 2123.09, "end": 2123.21, "word": " be", "probability": 0.9541015625}, {"start": 2123.21, "end": 2123.39, "word": " one", "probability": 0.916015625}, {"start": 2123.39, "end": 2123.51, "word": " of", "probability": 0.96630859375}, {"start": 2123.51, "end": 2123.59, "word": " the", "probability": 0.92138671875}, {"start": 2123.59, "end": 2123.91, "word": " most", "probability": 0.8818359375}, {"start": 2123.91, "end": 2124.43, "word": " internet", "probability": 0.76708984375}], "temperature": 1.0}, {"id": 87, "seek": 213530, "start": 2125.1, "end": 2135.3, "text": " C.S.E Johnson. Yes, he's very famous. And the majority of what he says is coordinated through internet. The final reference.", "tokens": [383, 13, 50, 13, 36, 9779, 13, 1079, 11, 415, 311, 588, 4618, 13, 400, 264, 6286, 295, 437, 415, 1619, 307, 29591, 807, 4705, 13, 440, 2572, 6408, 13], "avg_logprob": -0.5458669124111053, "compression_ratio": 1.146788990825688, "no_speech_prob": 3.5762786865234375e-07, "words": [{"start": 2125.1, "end": 2125.48, "word": " C", "probability": 0.2156982421875}, {"start": 2125.48, "end": 2125.66, "word": ".S", "probability": 0.615234375}, {"start": 2125.66, "end": 2125.78, "word": ".E", "probability": 0.5926513671875}, {"start": 2125.78, "end": 2126.16, "word": " Johnson.", "probability": 0.5263671875}, {"start": 2127.64, "end": 2128.4, "word": " Yes,", "probability": 0.27880859375}, {"start": 2129.16, "end": 2129.28, "word": " he's", "probability": 0.463134765625}, {"start": 2129.28, "end": 2129.44, "word": " very", "probability": 0.7880859375}, {"start": 2129.44, "end": 2129.86, "word": " famous.", "probability": 0.94384765625}, {"start": 2130.4, "end": 2130.46, "word": " And", "probability": 0.42919921875}, {"start": 2130.46, "end": 2130.58, "word": " the", "probability": 0.5546875}, {"start": 2130.58, "end": 2130.86, "word": " majority", "probability": 0.92529296875}, {"start": 2130.86, "end": 2131.1, "word": " of", "probability": 0.94775390625}, {"start": 2131.1, "end": 2131.24, "word": " what", "probability": 0.2958984375}, {"start": 2131.24, "end": 2131.42, "word": " he", "probability": 0.5556640625}, {"start": 2131.42, "end": 2131.62, "word": " says", "probability": 0.85107421875}, {"start": 2131.62, "end": 2132.14, "word": " is", "probability": 0.8701171875}, {"start": 2132.14, "end": 2132.9, "word": " coordinated", "probability": 0.6796875}, {"start": 2132.9, "end": 2133.36, "word": " through", "probability": 0.884765625}, {"start": 2133.36, "end": 2134.02, "word": " internet.", "probability": 0.457763671875}, {"start": 2134.56, "end": 2134.7, "word": " The", "probability": 0.74169921875}, {"start": 2134.7, "end": 2134.9, "word": " final", "probability": 0.5888671875}, {"start": 2134.9, "end": 2135.3, "word": " reference.", "probability": 0.33203125}], "temperature": 1.0}, {"id": 88, "seek": 216460, "start": 2136.44, "end": 2164.6, "text": " The final one refers from my point of view, I think it's like indirect marketers. Indirect marketers are satisfied a customer is asked to provide the name and other information of other customer who might be interested in their products and service. And sometimes we can supply production to customer about the sales persons.", "tokens": [440, 2572, 472, 14942, 490, 452, 935, 295, 1910, 11, 286, 519, 309, 311, 411, 19523, 48003, 13, 2333, 11890, 48003, 366, 11239, 257, 5474, 307, 2351, 281, 2893, 264, 1315, 293, 661, 1589, 295, 661, 5474, 567, 1062, 312, 3102, 294, 641, 3383, 293, 2643, 13, 400, 2171, 321, 393, 5847, 4265, 281, 5474, 466, 264, 5763, 14453, 13], "avg_logprob": -0.23488730192184448, "compression_ratio": 1.613861386138614, "no_speech_prob": 4.172325134277344e-07, "words": [{"start": 2136.44, "end": 2136.9, "word": " The", "probability": 0.8095703125}, {"start": 2136.9, "end": 2137.28, "word": " final", "probability": 0.943359375}, {"start": 2137.28, "end": 2138.02, "word": " one", "probability": 0.86083984375}, {"start": 2138.02, "end": 2139.26, "word": " refers", "probability": 0.5087890625}, {"start": 2139.26, "end": 2140.0, "word": " from", "probability": 0.57470703125}, {"start": 2140.0, "end": 2141.32, "word": " 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The salesperson may not be credible coming directly from the salesperson. Company references are involved in speak engagement, videos, white paper, and articles, all of these to networking with other customers. Excellent. 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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/BaxXWoCd3GY_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/BaxXWoCd3GY_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..dbc4b7148a78861a3638ed2a4a6d3b5f8188e2df --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/BaxXWoCd3GY_postprocess.srt @@ -0,0 +1,2000 @@ +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, it 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 +a 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 something + +21 +00:01:27,250 --> 00:01:30,830 +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 sale. 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 sales persons 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. Barrier or + +36 +00:02:33,250 --> 00:02:36,810 +before 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 +zoom 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 we are going to collect + +43 +00:03:01,820 --> 00:03:05,360 +our thoughts if we do not have this word 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 we are + +47 +00:03:16,380 --> 00:03:20,480 +going to make 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 +salesperson 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 SAS + +55 +00:03:59,660 --> 00:04:03,000 +people, they 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 SAS 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 +Haneen, information resources. + +65 +00:04:44,430 --> 00:04:47,690 +Finally, when we are saying what I'm 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 to 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 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 question 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. which 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 +sales people should not make a call unless 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 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 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 or 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 these two things later on. And our focus + +97 +00:07:02,590 --> 00:07:05,390 +should focus on good objectives. + +98 +00:07:08,510 --> 00:07:12,450 +Therefore, we are giving here examples or 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 am going or the client + +101 +00:07:19,410 --> 00:07:21,410 +agrees to supply information on historical + +102 +00:07:21,410 --> 00:07:24,130 +inventory levels. This is a goal, this is + +103 +00:07:24,130 --> 00:07:28,490 +objective, this is objective. Why? Because later + +104 +00:07:28,490 --> 00:07:31,390 +on, after one 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 having the + +111 +00:07:51,120 --> 00:07:55,000 +decision of purchasing. Is it objective? Yes, it + +112 +00:07:55,000 --> 00:07:58,610 +is objective. Why? Because we studied in the past, + +113 +00:07:59,530 --> 00:08:02,790 +sales persons 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 purchasing + +116 +00:08:10,490 --> 00:08:14,430 +decision. So is it objective? Of course it is + +117 +00:08:14,430 --> 00:08:17,910 +objective. A third objective, these objectives + +118 +00:08:17,910 --> 00:08:20,430 +calls from the customer to take specific action. + +119 +00:08:21,510 --> 00:08:24,550 +The word specific action means 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 an excellent + +123 +00:08:39,610 --> 00:08:43,930 +work. Because the positive position or the + +124 +00:08:43,930 --> 00:08:46,730 +positive response means the client will cooperate + +125 +00:08:46,730 --> 00:08:50,130 +with you as a salesperson. But if it is a negative + +126 +00:08:50,130 --> 00:08:53,490 +response, the client at this time will not + +127 +00:08:53,490 --> 00:08:57,490 +cooperate with you. But is this a harmful thing? + +128 +00:08:58,110 --> 00:09:03,070 +No, it isn't harmful. The harm can be happened + +129 +00:09:03,070 --> 00:09:08,310 +under one scenario. If you as a salesperson, you + +130 +00:09:08,310 --> 00:09:12,830 +didn't get a response, neither negative nor + +131 +00:09:12,830 --> 00:09:17,930 +positive. If you didn't get a response, either it + +132 +00:09:17,930 --> 00:09:21,650 +is negative or positive, this means this is a + +133 +00:09:21,650 --> 00:09:25,400 +problem. But if you received a negative response + +134 +00:09:25,400 --> 00:09:28,780 +at this time, that's fine. After one month or in + +135 +00:09:28,780 --> 00:09:33,380 +the second trial, you might get a positive one. So + +136 +00:09:33,380 --> 00:09:37,680 +the most important thing is to get a response. To + +137 +00:09:37,680 --> 00:09:40,140 +get a response. Emanuele, what would you like to + +138 +00:09:40,140 --> 00:09:40,340 +say? + +139 +00:09:43,720 --> 00:09:48,160 +Now listen, + +140 +00:09:49,500 --> 00:09:51,960 +collecting information is considered to be step + +141 +00:09:51,960 --> 00:09:56,800 +number two. Now we are talking about setting + +142 +00:09:56,800 --> 00:09:59,620 +objectives, which is step number one. + +143 +00:10:01,580 --> 00:10:09,280 +Step number one is representing the fertile soil + +144 +00:10:09,280 --> 00:10:16,100 +for getting information later on. How? By getting + +145 +00:10:16,100 --> 00:10:19,820 +a response from the customer. How? By trying to + +146 +00:10:19,820 --> 00:10:21,620 +convince the customer to supply us with + +147 +00:10:21,620 --> 00:10:28,290 +information and so on and so on. Clear? Positive + +148 +00:10:28,290 --> 00:10:38,310 +or negative? We are progressing in + +149 +00:10:38,310 --> 00:10:43,270 +our planning, in the pre-interaction phase. It is + +150 +00:10:43,270 --> 00:10:47,670 +a progress. Even if it is negative now or if you + +151 +00:10:47,670 --> 00:10:50,490 +got a negative response, this progress is going to + +152 +00:10:50,490 --> 00:10:54,150 +be very slow. Somebody is going to say, why you + +153 +00:10:54,150 --> 00:10:57,930 +named it to be progress? To get a response or a + +154 +00:10:57,930 --> 00:11:00,090 +negative response from the client or the customer, + +155 +00:11:00,630 --> 00:11:03,850 +this is progress. Because this is the beginning of + +156 +00:11:03,850 --> 00:11:10,450 +what? Interaction. Exactly. And we will build on + +157 +00:11:10,450 --> 00:11:14,110 +later on or in the future. And remember if it is + +158 +00:11:14,110 --> 00:11:16,750 +negative now after one week or month or in the + +159 +00:11:16,750 --> 00:11:19,730 +second trial, it might be positive. But start the + +160 +00:11:19,730 --> 00:11:24,840 +ball. This is very important. But how we are going + +161 +00:11:24,840 --> 00:11:27,500 +to score the ball if we didn't get neither + +162 +00:11:27,500 --> 00:11:30,800 +negative nor positive response? This means the + +163 +00:11:30,800 --> 00:11:33,140 +situation is going to be stand still. What's the + +164 +00:11:33,140 --> 00:11:38,520 +meaning of stand still? The same. Clear? Okay, go + +165 +00:11:38,520 --> 00:11:44,200 +on. So, now we are going to go to second skill + +166 +00:11:44,200 --> 00:11:46,440 +which is knowledge management. + +167 +00:11:48,410 --> 00:11:50,590 +So we finished with the first skill which is + +168 +00:11:50,590 --> 00:11:53,370 +setting objectives and now we are talking about + +169 +00:11:53,370 --> 00:11:56,630 +knowledge management which can be rewritten by + +170 +00:11:56,630 --> 00:12:00,910 +this equation which is what do I know about the + +171 +00:12:00,910 --> 00:12:06,230 +prospect or the potential customer. So here, basic + +172 +00:12:06,230 --> 00:12:08,870 +information that may be useful to know about the + +173 +00:12:08,870 --> 00:12:13,460 +individual. includes exact spelling and + +174 +00:12:13,460 --> 00:12:17,800 +pronunciation about the name of the customer, the + +175 +00:12:17,800 --> 00:12:21,440 +title of the customer, his or her age, residence, + +176 +00:12:21,820 --> 00:12:25,420 +education, buying authority, clubs, memberships, + +177 +00:12:25,600 --> 00:12:30,080 +hobbies, etc. Somebody might be surprised saying, + +178 +00:12:30,820 --> 00:12:35,540 +why we have to collect such information? We have a + +179 +00:12:35,540 --> 00:12:40,330 +general rule in the sales science. More + +180 +00:12:40,330 --> 00:12:43,370 +information you will get about your prospects, a + +181 +00:12:43,370 --> 00:12:46,450 +greater probability of success you will get as a + +182 +00:12:46,450 --> 00:12:47,490 +salesperson. + +183 +00:12:50,050 --> 00:12:54,430 +Therefore, let's give this scenario or this simple + +184 +00:12:54,430 --> 00:12:58,290 +example. Imagine one of the sales companies is + +185 +00:12:58,290 --> 00:13:00,990 +going to provide you or send you an email or a + +186 +00:13:00,990 --> 00:13:06,880 +letter. with your name written inaccurately or + +187 +00:13:06,880 --> 00:13:09,240 +incorrectly. What is the impression which you are + +188 +00:13:09,240 --> 00:13:12,400 +going to have about this sales agency? Very bad. + +189 +00:13:13,440 --> 00:13:15,660 +The same thing if you are going to receive a phone + +190 +00:13:15,660 --> 00:13:19,040 +call and they are going to mispronounce your name. + +191 +00:13:19,700 --> 00:13:24,400 +Is it good? It isn't good. Somebody might ask me, + +192 +00:13:24,520 --> 00:13:27,180 +why as a salesperson I have to collect information + +193 +00:13:27,180 --> 00:13:30,320 +about, for example, the clubs or the membership of + +194 +00:13:30,320 --> 00:13:34,690 +this target customer? Let's give another scenario. + +195 +00:13:35,290 --> 00:13:37,850 +Imagine you are going to try to meet him in his + +196 +00:13:37,850 --> 00:13:42,350 +organization or agency. After that, the secretary + +197 +00:13:42,350 --> 00:13:47,010 +told you he or she is too busy. You went the + +198 +00:13:47,010 --> 00:13:50,310 +second day in order to meet the same customer. You + +199 +00:13:50,310 --> 00:13:54,130 +got the same response that the customer is a very + +200 +00:13:54,130 --> 00:13:57,970 +busy person. So should we surrender or give it up? + +201 +00:13:58,670 --> 00:14:03,220 +We can't hunt him or her. Where? The places where + +202 +00:14:03,220 --> 00:14:06,120 +he is going to go after the end of his working + +203 +00:14:06,120 --> 00:14:09,680 +day, where we are going to meet him or her, in the + +204 +00:14:09,680 --> 00:14:14,760 +clubs or the associations which are or which he + +205 +00:14:14,760 --> 00:14:20,760 +has a membership in. Because of this we are saying + +206 +00:14:20,760 --> 00:14:24,760 +all these informations are very important. Go on. + +207 +00:14:25,060 --> 00:14:27,480 +Not only is personal information important, but + +208 +00:14:27,480 --> 00:14:30,120 +you should also review what you know or do not + +209 +00:14:30,120 --> 00:14:34,700 +know about the client's organization. So, so far + +210 +00:14:34,700 --> 00:14:38,620 +we are talking about info. So this information, + +211 +00:14:38,980 --> 00:14:42,660 +they are subdivided to individual information + +212 +00:14:42,660 --> 00:14:44,420 +about an individual customer. + +213 +00:14:48,260 --> 00:14:51,960 +The second one, we are talking about the + +214 +00:14:51,960 --> 00:14:54,520 +organization where he or she is working in + +215 +00:14:54,520 --> 00:15:00,080 +remember we are talking about a circulated + +216 +00:15:00,080 --> 00:15:02,920 +information if you are going to deal with this + +217 +00:15:02,920 --> 00:15:06,180 +individual this individual is going to have a + +218 +00:15:06,180 --> 00:15:11,780 +demand or he is going to have a demand if you as a + +219 +00:15:11,780 --> 00:15:14,020 +salesperson is able to satisfy this demand or not + +220 +00:15:14,020 --> 00:15:19,300 +this person he will go and market for your agency + +221 +00:15:19,940 --> 00:15:24,880 +in his own organization. Is this a potential or is + +222 +00:15:24,880 --> 00:15:27,760 +this a probability or a possibility? Yes. And + +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 or information should be including + +230 +00:15:54,340 --> 00:15:57,540 +every major either we are talking about individual + +231 +00:15:57,540 --> 00:16:02,980 +base or organizational base. 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 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 to you 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 +Somebody 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 requiring small sales value, + +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 answer for them before + +253 +00:17:31,430 --> 00:17:36,610 +you will speak up 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 +having the authority of 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 question or a 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? Somebody 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 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, was the feedback and experience + +271 +00:18:33,540 --> 00:18:37,340 +positive or negative? Did it 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 the future sales volume? and + +275 +00:18:48,920 --> 00:18:54,760 +this is reminding us with this 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 +who are the strategic ones and who are the non + +280 +00:19:08,260 --> 00:19:11,060 +strategic ones who are classified to be VIP + +281 +00:19:11,060 --> 00:19:13,820 +customers and who are classified to be non VIP + +282 +00:19:13,820 --> 00:19:16,620 +customers and this is reminding us with 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 his 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 successes for obtaining the data. I'm + +291 +00:19:47,780 --> 00:19:50,760 +going to obtain the data by various sources or + +292 +00:19:50,760 --> 00:19:58,840 +sources, including company records. Number two, + +293 +00:20:00,940 --> 00:20:03,460 +salespeople. Somebody 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 + +296 +00:20:10,880 --> 00:20:14,620 +has its own what? Salespeople team. Third, + +297 +00:20:15,770 --> 00:20:21,110 +Customer employees, a fourth source publishes + +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 the + +301 +00:20:35,630 --> 00:20:41,640 +final one, and the company website. All these are + +302 +00:20:41,640 --> 00:20:44,620 +potential resources by which I can gather data and + +303 +00:20:44,620 --> 00:20:47,580 +information about the potential or the expected + +304 +00:20:47,580 --> 00:20:56,540 +customer or client. Now, stop here. After I'm + +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 own major + +307 +00:21:02,640 --> 00:21:09,430 +work, which is sales. Regarding the 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 of them is named to be successful salespeople, + +310 +00:21:17,170 --> 00:21:19,710 +while the second group is named or is described to + +311 +00:21:19,710 --> 00:21:23,610 +be less successful salespeople. The successful + +312 +00:21:23,610 --> 00:21:28,430 +salespeople, they 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, they are sales + +315 +00:21:38,850 --> 00:21:42,390 +persons who are achieving intermediate or low + +316 +00:21:42,390 --> 00:21:49,310 +level of sales volume. Now, successful salesperson + +317 +00:21:49,310 --> 00:21:52,510 +or less successful sales persons or people. + +318 +00:21:52,750 --> 00:22:00,150 +Remember here, the two characters of each type, + +319 +00:22:00,370 --> 00:22:04,930 +they are different. They are different in their + +320 +00:22:04,930 --> 00:22:09,510 +ideologies, concentrations, 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 between the two categories. + +323 +00:22:17,330 --> 00:22:22,490 +Successful salespeople are saying the research + +324 +00:22:22,490 --> 00:22:26,450 +about the prospect should be in a very detailed + +325 +00:22:26,450 --> 00:22:30,970 +way. 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 +we can. While a less successful sales people, they + +328 +00:22:40,490 --> 00:22:43,510 +are saying let's collect the minimum or a little + +329 +00:22:43,510 --> 00:22:47,930 +level of information about the prospect. So the + +330 +00:22:47,930 --> 00:22:54,630 +data here is huge and more than there. 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, they are using + +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 +are dependent 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 are going to go to these persons and we are + +337 +00:23:23,350 --> 00:23:25,710 +going to 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 the less successful + +340 +00:23:33,470 --> 00:23:37,610 +sales people, they are using just the records and + +341 +00:23:37,610 --> 00:23:41,450 +the lists to collect data about the prospects. + +342 +00:23:42,670 --> 00:23:44,170 +Stop here and be careful. + +343 +00:23:47,220 --> 00:23:52,380 +In America in 2011, or sorry in 2001, after + +344 +00:23:52,380 --> 00:23:59,920 +America got its blow by Al Qaeda, American federal + +345 +00:23:59,920 --> 00:24:03,920 +government decided to make an investigation. And + +346 +00:24:03,920 --> 00:24:06,340 +this investigation was trying to answer one + +347 +00:24:06,340 --> 00:24:13,580 +question, which is, Why CIA and FBI they were not + +348 +00:24:13,580 --> 00:24:17,040 +able to anticipate the accidents or the terrorist + +349 +00:24:17,040 --> 00:24:23,440 +attacks? They said America is considered to be the + +350 +00:24:23,440 --> 00:24:25,540 +biggest and the first country which is using + +351 +00:24:25,540 --> 00:24:29,300 +spying technology including satellites and so on + +352 +00:24:29,300 --> 00:24:32,760 +and internet. When in spite of this they failed to + +353 +00:24:32,760 --> 00:24:36,140 +anticipate this accident. And the answer was + +354 +00:24:37,540 --> 00:24:40,580 +American intelligence didn't depend on gathering + +355 +00:24:40,580 --> 00:24:42,920 +information from persons. + +356 +00:24:44,880 --> 00:24:47,600 +In other words, they were not hiring enough agents + +357 +00:24:47,600 --> 00:24:51,400 +for them. They were satisfied by dependent 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 accident, + +360 +00:25:01,760 --> 00:25:04,240 +American strategy of collecting information and + +361 +00:25:04,240 --> 00:25:08,720 +data, it changed completely. Now they are striving + +362 +00:25:08,720 --> 00:25:12,340 +and doing their own best 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 thing + +365 +00:25:20,120 --> 00:25:24,860 +here. The successful salespeople are not satisfied + +366 +00:25:24,860 --> 00:25:27,400 +by the records and lists, but also they are + +367 +00:25:27,400 --> 00:25:31,540 +collecting 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 is already dealt with the potential + +370 +00:25:39,280 --> 00:25:44,400 +prospect. When we are saying dealt, it might be + +371 +00:25:44,400 --> 00:25:48,900 +working with or lived with or 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 is thinking and behaving and acting. + +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 the following. Successful + +377 +00:26:06,580 --> 00:26:11,000 +salespeople, they are beginning their business or + +378 +00:26:11,000 --> 00:26:13,560 +their sales business by asking questions. + +379 +00:26:16,760 --> 00:26:20,060 +While the less successful salespeople, they are + +380 +00:26:20,060 --> 00:26:24,040 +beginning or working with the sales by opening a + +381 +00:26:24,040 --> 00:26:27,380 +product statement. Our product is enjoying the + +382 +00:26:27,380 --> 00:26:29,520 +following, its price, specifications and so on. + +383 +00:26:31,190 --> 00:26:34,090 +Somebody is going to say, why the successful sales + +384 +00:26:34,090 --> 00:26:36,510 +people are asking questions? They are asking + +385 +00:26:36,510 --> 00:26:41,550 +questions because they would like to identify the + +386 +00:26:41,550 --> 00:26:44,930 +customer needs. Why they would like to identify + +387 +00:26:44,930 --> 00:26:50,590 +first the customer needs? So that they can satisfy + +388 +00:26:50,590 --> 00:26:55,870 +this need. They would like to satisfy this need. + +389 +00:26:57,410 --> 00:27:01,190 +And so let the prospect make a purchase decision. + +390 +00:27:01,770 --> 00:27:04,250 +If we are going to help our prospect to satisfy + +391 +00:27:04,250 --> 00:27:08,230 +his need and we are going to show him or her that + +392 +00:27:08,230 --> 00:27:12,490 +we are able to satisfy his need, then give him the + +393 +00:27:12,490 --> 00:27:15,850 +freedom or give her the freedom to take her + +394 +00:27:15,850 --> 00:27:19,650 +decision of purchasing. Don't be an intruder. + +395 +00:27:21,310 --> 00:27:25,400 +Don't exercise any pressure on him or her. give + +396 +00:27:25,400 --> 00:27:28,460 +them enough space and time to take the decision on + +397 +00:27:28,460 --> 00:27:33,560 +their own behalf. While a less successful + +398 +00:27:33,560 --> 00:27:36,940 +salespeople, they are intruders and they are + +399 +00:27:36,940 --> 00:27:41,660 +nagging. In other words, they will open with a + +400 +00:27:41,660 --> 00:27:45,020 +product statement so that they are going to make a + +401 +00:27:45,020 --> 00:27:48,640 +promotion. This promotion is considered to be a + +402 +00:27:48,640 --> 00:27:52,700 +standardized presentation. In other words, it is + +403 +00:27:52,700 --> 00:27:58,990 +one unified presentation. They will use it with + +404 +00:27:58,990 --> 00:28:02,890 +every single prospect. But let's ask ourselves + +405 +00:28:02,890 --> 00:28:05,030 +this question. Are we talking about the same + +406 +00:28:05,030 --> 00:28:09,650 +prospects? Are we talking about having the same + +407 +00:28:09,650 --> 00:28:12,670 +financial capacities among prospects? Are they + +408 +00:28:12,670 --> 00:28:15,030 +thinking in the same way? Are their strategies the + +409 +00:28:15,030 --> 00:28:17,970 +same? So they are different. So if the prospects + +410 +00:28:17,970 --> 00:28:22,130 +are different, then exactly our representation + +411 +00:28:22,130 --> 00:28:27,280 +should be different as well. So here, they are + +412 +00:28:27,280 --> 00:28:29,820 +diversifying their own presentation. But here, + +413 +00:28:30,380 --> 00:28:32,320 +they are talking about one standardized + +414 +00:28:32,320 --> 00:28:35,560 +presentation. They use a standardized method. + +415 +00:28:39,060 --> 00:28:42,680 +Also, they are focusing on the product benefits. + +416 +00:28:43,320 --> 00:28:46,620 +And they do not care about what? The need of the + +417 +00:28:46,620 --> 00:28:50,680 +customer first. So if they are going to be this, + +418 +00:28:50,840 --> 00:28:53,780 +or they are going to make the same technique, This + +419 +00:28:53,780 --> 00:28:57,120 +salesperson must or should or might be evaluated + +420 +00:28:57,120 --> 00:29:00,400 +in the eyes of the prospect to be an opportunist. + +421 +00:29:01,840 --> 00:29:06,600 +Why? Because this salesperson is seen by the + +422 +00:29:06,600 --> 00:29:09,340 +prospect that he is focusing on marketing for the + +423 +00:29:09,340 --> 00:29:14,300 +product benefit only. He doesn't care about the + +424 +00:29:14,300 --> 00:29:16,960 +interest of the customer or the need of the + +425 +00:29:16,960 --> 00:29:20,820 +customer. And finally, they close by focusing on + +426 +00:29:20,820 --> 00:29:23,900 +the most important customer objection. In other + +427 +00:29:23,900 --> 00:29:28,780 +words, the less successful salespeople, they seem + +428 +00:29:28,780 --> 00:29:32,680 +to be a nagging person. They are exercising a + +429 +00:29:32,680 --> 00:29:37,300 +pressure on the backs of the prospects. They are + +430 +00:29:37,300 --> 00:29:41,040 +trying to pressurize them to force them to buy + +431 +00:29:41,040 --> 00:29:46,540 +their products. But here, we are giving space and + +432 +00:29:46,540 --> 00:29:51,280 +time. Any question or comments about this? This is + +433 +00:29:51,280 --> 00:29:57,040 +very important. Very very important Any question + +434 +00:29:57,040 --> 00:29:58,900 +about the successful sales people and the less + +435 +00:29:58,900 --> 00:30:05,690 +successful? Clear? Let's conclude We will conclude + +436 +00:30:05,690 --> 00:30:09,510 +by talking about the fourth and the last skill in + +437 +00:30:09,510 --> 00:30:14,110 +the pre-interaction, which is rehearsal. As we + +438 +00:30:14,110 --> 00:30:17,370 +said, rehearsal can be re-expressed by answering + +439 +00:30:17,370 --> 00:30:19,530 +this question, what I'm going to say to the + +440 +00:30:19,530 --> 00:30:22,310 +customer or prospect. In other words, what is my + +441 +00:30:22,310 --> 00:30:27,840 +message exactly? So all salespeople should have at + +442 +00:30:27,840 --> 00:30:30,760 +least some idea of how they will initially start + +443 +00:30:30,760 --> 00:30:33,020 +an interaction, what questions they will ask and + +444 +00:30:33,020 --> 00:30:37,380 +what benefits they plan to present. So when + +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 ourselves 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 it 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 hesitant while you are answering the + +467 +00:31:51,970 --> 00:31:54,470 +questions, this is going to give us a wrong signal + +468 +00:31:54,470 --> 00:31:57,990 +for 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 a 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 they might be raised + +483 +00:32:46,830 --> 00:32:51,890 +for you as a salesperson by 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 confidential way. Otherwise, your + +486 +00:33:02,530 --> 00:33:05,570 +probability of striking successful business + +487 +00:33:05,570 --> 00:33:10,170 +transaction will go down. Any question or comments + +488 +00:33:10,170 --> 00:33:15,330 +about this? Any question 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 +finished and prepared 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.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/BaxXWoCd3GY_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..dbc4b7148a78861a3638ed2a4a6d3b5f8188e2df --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/BaxXWoCd3GY_raw.srt @@ -0,0 +1,2000 @@ +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, it 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 +a 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 something + +21 +00:01:27,250 --> 00:01:30,830 +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 sale. 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 sales persons 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. Barrier or + +36 +00:02:33,250 --> 00:02:36,810 +before 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 +zoom 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 we are going to collect + +43 +00:03:01,820 --> 00:03:05,360 +our thoughts if we do not have this word 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 we are + +47 +00:03:16,380 --> 00:03:20,480 +going to make 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 +salesperson 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 SAS + +55 +00:03:59,660 --> 00:04:03,000 +people, they 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 SAS 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 +Haneen, information resources. + +65 +00:04:44,430 --> 00:04:47,690 +Finally, when we are saying what I'm 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 to 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 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 question 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. which 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 +sales people should not make a call unless 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 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 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 or 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 these two things later on. And our focus + +97 +00:07:02,590 --> 00:07:05,390 +should focus on good objectives. + +98 +00:07:08,510 --> 00:07:12,450 +Therefore, we are giving here examples or 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 am going or the client + +101 +00:07:19,410 --> 00:07:21,410 +agrees to supply information on historical + +102 +00:07:21,410 --> 00:07:24,130 +inventory levels. This is a goal, this is + +103 +00:07:24,130 --> 00:07:28,490 +objective, this is objective. Why? Because later + +104 +00:07:28,490 --> 00:07:31,390 +on, after one 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 having the + +111 +00:07:51,120 --> 00:07:55,000 +decision of purchasing. Is it objective? Yes, it + +112 +00:07:55,000 --> 00:07:58,610 +is objective. Why? Because we studied in the past, + +113 +00:07:59,530 --> 00:08:02,790 +sales persons 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 purchasing + +116 +00:08:10,490 --> 00:08:14,430 +decision. So is it objective? Of course it is + +117 +00:08:14,430 --> 00:08:17,910 +objective. A third objective, these objectives + +118 +00:08:17,910 --> 00:08:20,430 +calls from the customer to take specific action. + +119 +00:08:21,510 --> 00:08:24,550 +The word specific action means 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 an excellent + +123 +00:08:39,610 --> 00:08:43,930 +work. Because the positive position or the + +124 +00:08:43,930 --> 00:08:46,730 +positive response means the client will cooperate + +125 +00:08:46,730 --> 00:08:50,130 +with you as a salesperson. But if it is a negative + +126 +00:08:50,130 --> 00:08:53,490 +response, the client at this time will not + +127 +00:08:53,490 --> 00:08:57,490 +cooperate with you. But is this a harmful thing? + +128 +00:08:58,110 --> 00:09:03,070 +No, it isn't harmful. The harm can be happened + +129 +00:09:03,070 --> 00:09:08,310 +under one scenario. If you as a salesperson, you + +130 +00:09:08,310 --> 00:09:12,830 +didn't get a response, neither negative nor + +131 +00:09:12,830 --> 00:09:17,930 +positive. If you didn't get a response, either it + +132 +00:09:17,930 --> 00:09:21,650 +is negative or positive, this means this is a + +133 +00:09:21,650 --> 00:09:25,400 +problem. But if you received a negative response + +134 +00:09:25,400 --> 00:09:28,780 +at this time, that's fine. After one month or in + +135 +00:09:28,780 --> 00:09:33,380 +the second trial, you might get a positive one. So + +136 +00:09:33,380 --> 00:09:37,680 +the most important thing is to get a response. To + +137 +00:09:37,680 --> 00:09:40,140 +get a response. Emanuele, what would you like to + +138 +00:09:40,140 --> 00:09:40,340 +say? + +139 +00:09:43,720 --> 00:09:48,160 +Now listen, + +140 +00:09:49,500 --> 00:09:51,960 +collecting information is considered to be step + +141 +00:09:51,960 --> 00:09:56,800 +number two. Now we are talking about setting + +142 +00:09:56,800 --> 00:09:59,620 +objectives, which is step number one. + +143 +00:10:01,580 --> 00:10:09,280 +Step number one is representing the fertile soil + +144 +00:10:09,280 --> 00:10:16,100 +for getting information later on. How? By getting + +145 +00:10:16,100 --> 00:10:19,820 +a response from the customer. How? By trying to + +146 +00:10:19,820 --> 00:10:21,620 +convince the customer to supply us with + +147 +00:10:21,620 --> 00:10:28,290 +information and so on and so on. Clear? Positive + +148 +00:10:28,290 --> 00:10:38,310 +or negative? We are progressing in + +149 +00:10:38,310 --> 00:10:43,270 +our planning, in the pre-interaction phase. It is + +150 +00:10:43,270 --> 00:10:47,670 +a progress. Even if it is negative now or if you + +151 +00:10:47,670 --> 00:10:50,490 +got a negative response, this progress is going to + +152 +00:10:50,490 --> 00:10:54,150 +be very slow. Somebody is going to say, why you + +153 +00:10:54,150 --> 00:10:57,930 +named it to be progress? To get a response or a + +154 +00:10:57,930 --> 00:11:00,090 +negative response from the client or the customer, + +155 +00:11:00,630 --> 00:11:03,850 +this is progress. Because this is the beginning of + +156 +00:11:03,850 --> 00:11:10,450 +what? Interaction. Exactly. And we will build on + +157 +00:11:10,450 --> 00:11:14,110 +later on or in the future. And remember if it is + +158 +00:11:14,110 --> 00:11:16,750 +negative now after one week or month or in the + +159 +00:11:16,750 --> 00:11:19,730 +second trial, it might be positive. But start the + +160 +00:11:19,730 --> 00:11:24,840 +ball. This is very important. But how we are going + +161 +00:11:24,840 --> 00:11:27,500 +to score the ball if we didn't get neither + +162 +00:11:27,500 --> 00:11:30,800 +negative nor positive response? This means the + +163 +00:11:30,800 --> 00:11:33,140 +situation is going to be stand still. What's the + +164 +00:11:33,140 --> 00:11:38,520 +meaning of stand still? The same. Clear? Okay, go + +165 +00:11:38,520 --> 00:11:44,200 +on. So, now we are going to go to second skill + +166 +00:11:44,200 --> 00:11:46,440 +which is knowledge management. + +167 +00:11:48,410 --> 00:11:50,590 +So we finished with the first skill which is + +168 +00:11:50,590 --> 00:11:53,370 +setting objectives and now we are talking about + +169 +00:11:53,370 --> 00:11:56,630 +knowledge management which can be rewritten by + +170 +00:11:56,630 --> 00:12:00,910 +this equation which is what do I know about the + +171 +00:12:00,910 --> 00:12:06,230 +prospect or the potential customer. So here, basic + +172 +00:12:06,230 --> 00:12:08,870 +information that may be useful to know about the + +173 +00:12:08,870 --> 00:12:13,460 +individual. includes exact spelling and + +174 +00:12:13,460 --> 00:12:17,800 +pronunciation about the name of the customer, the + +175 +00:12:17,800 --> 00:12:21,440 +title of the customer, his or her age, residence, + +176 +00:12:21,820 --> 00:12:25,420 +education, buying authority, clubs, memberships, + +177 +00:12:25,600 --> 00:12:30,080 +hobbies, etc. Somebody might be surprised saying, + +178 +00:12:30,820 --> 00:12:35,540 +why we have to collect such information? We have a + +179 +00:12:35,540 --> 00:12:40,330 +general rule in the sales science. More + +180 +00:12:40,330 --> 00:12:43,370 +information you will get about your prospects, a + +181 +00:12:43,370 --> 00:12:46,450 +greater probability of success you will get as a + +182 +00:12:46,450 --> 00:12:47,490 +salesperson. + +183 +00:12:50,050 --> 00:12:54,430 +Therefore, let's give this scenario or this simple + +184 +00:12:54,430 --> 00:12:58,290 +example. Imagine one of the sales companies is + +185 +00:12:58,290 --> 00:13:00,990 +going to provide you or send you an email or a + +186 +00:13:00,990 --> 00:13:06,880 +letter. with your name written inaccurately or + +187 +00:13:06,880 --> 00:13:09,240 +incorrectly. What is the impression which you are + +188 +00:13:09,240 --> 00:13:12,400 +going to have about this sales agency? Very bad. + +189 +00:13:13,440 --> 00:13:15,660 +The same thing if you are going to receive a phone + +190 +00:13:15,660 --> 00:13:19,040 +call and they are going to mispronounce your name. + +191 +00:13:19,700 --> 00:13:24,400 +Is it good? It isn't good. Somebody might ask me, + +192 +00:13:24,520 --> 00:13:27,180 +why as a salesperson I have to collect information + +193 +00:13:27,180 --> 00:13:30,320 +about, for example, the clubs or the membership of + +194 +00:13:30,320 --> 00:13:34,690 +this target customer? Let's give another scenario. + +195 +00:13:35,290 --> 00:13:37,850 +Imagine you are going to try to meet him in his + +196 +00:13:37,850 --> 00:13:42,350 +organization or agency. After that, the secretary + +197 +00:13:42,350 --> 00:13:47,010 +told you he or she is too busy. You went the + +198 +00:13:47,010 --> 00:13:50,310 +second day in order to meet the same customer. You + +199 +00:13:50,310 --> 00:13:54,130 +got the same response that the customer is a very + +200 +00:13:54,130 --> 00:13:57,970 +busy person. So should we surrender or give it up? + +201 +00:13:58,670 --> 00:14:03,220 +We can't hunt him or her. Where? The places where + +202 +00:14:03,220 --> 00:14:06,120 +he is going to go after the end of his working + +203 +00:14:06,120 --> 00:14:09,680 +day, where we are going to meet him or her, in the + +204 +00:14:09,680 --> 00:14:14,760 +clubs or the associations which are or which he + +205 +00:14:14,760 --> 00:14:20,760 +has a membership in. Because of this we are saying + +206 +00:14:20,760 --> 00:14:24,760 +all these informations are very important. Go on. + +207 +00:14:25,060 --> 00:14:27,480 +Not only is personal information important, but + +208 +00:14:27,480 --> 00:14:30,120 +you should also review what you know or do not + +209 +00:14:30,120 --> 00:14:34,700 +know about the client's organization. So, so far + +210 +00:14:34,700 --> 00:14:38,620 +we are talking about info. So this information, + +211 +00:14:38,980 --> 00:14:42,660 +they are subdivided to individual information + +212 +00:14:42,660 --> 00:14:44,420 +about an individual customer. + +213 +00:14:48,260 --> 00:14:51,960 +The second one, we are talking about the + +214 +00:14:51,960 --> 00:14:54,520 +organization where he or she is working in + +215 +00:14:54,520 --> 00:15:00,080 +remember we are talking about a circulated + +216 +00:15:00,080 --> 00:15:02,920 +information if you are going to deal with this + +217 +00:15:02,920 --> 00:15:06,180 +individual this individual is going to have a + +218 +00:15:06,180 --> 00:15:11,780 +demand or he is going to have a demand if you as a + +219 +00:15:11,780 --> 00:15:14,020 +salesperson is able to satisfy this demand or not + +220 +00:15:14,020 --> 00:15:19,300 +this person he will go and market for your agency + +221 +00:15:19,940 --> 00:15:24,880 +in his own organization. Is this a potential or is + +222 +00:15:24,880 --> 00:15:27,760 +this a probability or a possibility? Yes. And + +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 or information should be including + +230 +00:15:54,340 --> 00:15:57,540 +every major either we are talking about individual + +231 +00:15:57,540 --> 00:16:02,980 +base or organizational base. 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 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 to you 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 +Somebody 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 requiring small sales value, + +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 answer for them before + +253 +00:17:31,430 --> 00:17:36,610 +you will speak up 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 +having the authority of 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 question or a 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? Somebody 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 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, was the feedback and experience + +271 +00:18:33,540 --> 00:18:37,340 +positive or negative? Did it 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 the future sales volume? and + +275 +00:18:48,920 --> 00:18:54,760 +this is reminding us with this 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 +who are the strategic ones and who are the non + +280 +00:19:08,260 --> 00:19:11,060 +strategic ones who are classified to be VIP + +281 +00:19:11,060 --> 00:19:13,820 +customers and who are classified to be non VIP + +282 +00:19:13,820 --> 00:19:16,620 +customers and this is reminding us with 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 his 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 successes for obtaining the data. I'm + +291 +00:19:47,780 --> 00:19:50,760 +going to obtain the data by various sources or + +292 +00:19:50,760 --> 00:19:58,840 +sources, including company records. Number two, + +293 +00:20:00,940 --> 00:20:03,460 +salespeople. Somebody 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 + +296 +00:20:10,880 --> 00:20:14,620 +has its own what? Salespeople team. Third, + +297 +00:20:15,770 --> 00:20:21,110 +Customer employees, a fourth source publishes + +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 the + +301 +00:20:35,630 --> 00:20:41,640 +final one, and the company website. All these are + +302 +00:20:41,640 --> 00:20:44,620 +potential resources by which I can gather data and + +303 +00:20:44,620 --> 00:20:47,580 +information about the potential or the expected + +304 +00:20:47,580 --> 00:20:56,540 +customer or client. Now, stop here. After I'm + +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 own major + +307 +00:21:02,640 --> 00:21:09,430 +work, which is sales. Regarding the 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 of them is named to be successful salespeople, + +310 +00:21:17,170 --> 00:21:19,710 +while the second group is named or is described to + +311 +00:21:19,710 --> 00:21:23,610 +be less successful salespeople. The successful + +312 +00:21:23,610 --> 00:21:28,430 +salespeople, they 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, they are sales + +315 +00:21:38,850 --> 00:21:42,390 +persons who are achieving intermediate or low + +316 +00:21:42,390 --> 00:21:49,310 +level of sales volume. Now, successful salesperson + +317 +00:21:49,310 --> 00:21:52,510 +or less successful sales persons or people. + +318 +00:21:52,750 --> 00:22:00,150 +Remember here, the two characters of each type, + +319 +00:22:00,370 --> 00:22:04,930 +they are different. They are different in their + +320 +00:22:04,930 --> 00:22:09,510 +ideologies, concentrations, 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 between the two categories. + +323 +00:22:17,330 --> 00:22:22,490 +Successful salespeople are saying the research + +324 +00:22:22,490 --> 00:22:26,450 +about the prospect should be in a very detailed + +325 +00:22:26,450 --> 00:22:30,970 +way. 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 +we can. While a less successful sales people, they + +328 +00:22:40,490 --> 00:22:43,510 +are saying let's collect the minimum or a little + +329 +00:22:43,510 --> 00:22:47,930 +level of information about the prospect. So the + +330 +00:22:47,930 --> 00:22:54,630 +data here is huge and more than there. 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, they are using + +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 +are dependent 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 are going to go to these persons and we are + +337 +00:23:23,350 --> 00:23:25,710 +going to 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 the less successful + +340 +00:23:33,470 --> 00:23:37,610 +sales people, they are using just the records and + +341 +00:23:37,610 --> 00:23:41,450 +the lists to collect data about the prospects. + +342 +00:23:42,670 --> 00:23:44,170 +Stop here and be careful. + +343 +00:23:47,220 --> 00:23:52,380 +In America in 2011, or sorry in 2001, after + +344 +00:23:52,380 --> 00:23:59,920 +America got its blow by Al Qaeda, American federal + +345 +00:23:59,920 --> 00:24:03,920 +government decided to make an investigation. And + +346 +00:24:03,920 --> 00:24:06,340 +this investigation was trying to answer one + +347 +00:24:06,340 --> 00:24:13,580 +question, which is, Why CIA and FBI they were not + +348 +00:24:13,580 --> 00:24:17,040 +able to anticipate the accidents or the terrorist + +349 +00:24:17,040 --> 00:24:23,440 +attacks? They said America is considered to be the + +350 +00:24:23,440 --> 00:24:25,540 +biggest and the first country which is using + +351 +00:24:25,540 --> 00:24:29,300 +spying technology including satellites and so on + +352 +00:24:29,300 --> 00:24:32,760 +and internet. When in spite of this they failed to + +353 +00:24:32,760 --> 00:24:36,140 +anticipate this accident. And the answer was + +354 +00:24:37,540 --> 00:24:40,580 +American intelligence didn't depend on gathering + +355 +00:24:40,580 --> 00:24:42,920 +information from persons. + +356 +00:24:44,880 --> 00:24:47,600 +In other words, they were not hiring enough agents + +357 +00:24:47,600 --> 00:24:51,400 +for them. They were satisfied by dependent 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 accident, + +360 +00:25:01,760 --> 00:25:04,240 +American strategy of collecting information and + +361 +00:25:04,240 --> 00:25:08,720 +data, it changed completely. Now they are striving + +362 +00:25:08,720 --> 00:25:12,340 +and doing their own best 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 thing + +365 +00:25:20,120 --> 00:25:24,860 +here. The successful salespeople are not satisfied + +366 +00:25:24,860 --> 00:25:27,400 +by the records and lists, but also they are + +367 +00:25:27,400 --> 00:25:31,540 +collecting 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 is already dealt with the potential + +370 +00:25:39,280 --> 00:25:44,400 +prospect. When we are saying dealt, it might be + +371 +00:25:44,400 --> 00:25:48,900 +working with or lived with or 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 is thinking and behaving and acting. + +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 the following. Successful + +377 +00:26:06,580 --> 00:26:11,000 +salespeople, they are beginning their business or + +378 +00:26:11,000 --> 00:26:13,560 +their sales business by asking questions. + +379 +00:26:16,760 --> 00:26:20,060 +While the less successful salespeople, they are + +380 +00:26:20,060 --> 00:26:24,040 +beginning or working with the sales by opening a + +381 +00:26:24,040 --> 00:26:27,380 +product statement. Our product is enjoying the + +382 +00:26:27,380 --> 00:26:29,520 +following, its price, specifications and so on. + +383 +00:26:31,190 --> 00:26:34,090 +Somebody is going to say, why the successful sales + +384 +00:26:34,090 --> 00:26:36,510 +people are asking questions? They are asking + +385 +00:26:36,510 --> 00:26:41,550 +questions because they would like to identify the + +386 +00:26:41,550 --> 00:26:44,930 +customer needs. Why they would like to identify + +387 +00:26:44,930 --> 00:26:50,590 +first the customer needs? So that they can satisfy + +388 +00:26:50,590 --> 00:26:55,870 +this need. They would like to satisfy this need. + +389 +00:26:57,410 --> 00:27:01,190 +And so let the prospect make a purchase decision. + +390 +00:27:01,770 --> 00:27:04,250 +If we are going to help our prospect to satisfy + +391 +00:27:04,250 --> 00:27:08,230 +his need and we are going to show him or her that + +392 +00:27:08,230 --> 00:27:12,490 +we are able to satisfy his need, then give him the + +393 +00:27:12,490 --> 00:27:15,850 +freedom or give her the freedom to take her + +394 +00:27:15,850 --> 00:27:19,650 +decision of purchasing. Don't be an intruder. + +395 +00:27:21,310 --> 00:27:25,400 +Don't exercise any pressure on him or her. give + +396 +00:27:25,400 --> 00:27:28,460 +them enough space and time to take the decision on + +397 +00:27:28,460 --> 00:27:33,560 +their own behalf. While a less successful + +398 +00:27:33,560 --> 00:27:36,940 +salespeople, they are intruders and they are + +399 +00:27:36,940 --> 00:27:41,660 +nagging. In other words, they will open with a + +400 +00:27:41,660 --> 00:27:45,020 +product statement so that they are going to make a + +401 +00:27:45,020 --> 00:27:48,640 +promotion. This promotion is considered to be a + +402 +00:27:48,640 --> 00:27:52,700 +standardized presentation. In other words, it is + +403 +00:27:52,700 --> 00:27:58,990 +one unified presentation. They will use it with + +404 +00:27:58,990 --> 00:28:02,890 +every single prospect. But let's ask ourselves + +405 +00:28:02,890 --> 00:28:05,030 +this question. Are we talking about the same + +406 +00:28:05,030 --> 00:28:09,650 +prospects? Are we talking about having the same + +407 +00:28:09,650 --> 00:28:12,670 +financial capacities among prospects? Are they + +408 +00:28:12,670 --> 00:28:15,030 +thinking in the same way? Are their strategies the + +409 +00:28:15,030 --> 00:28:17,970 +same? So they are different. So if the prospects + +410 +00:28:17,970 --> 00:28:22,130 +are different, then exactly our representation + +411 +00:28:22,130 --> 00:28:27,280 +should be different as well. So here, they are + +412 +00:28:27,280 --> 00:28:29,820 +diversifying their own presentation. But here, + +413 +00:28:30,380 --> 00:28:32,320 +they are talking about one standardized + +414 +00:28:32,320 --> 00:28:35,560 +presentation. They use a standardized method. + +415 +00:28:39,060 --> 00:28:42,680 +Also, they are focusing on the product benefits. + +416 +00:28:43,320 --> 00:28:46,620 +And they do not care about what? The need of the + +417 +00:28:46,620 --> 00:28:50,680 +customer first. So if they are going to be this, + +418 +00:28:50,840 --> 00:28:53,780 +or they are going to make the same technique, This + +419 +00:28:53,780 --> 00:28:57,120 +salesperson must or should or might be evaluated + +420 +00:28:57,120 --> 00:29:00,400 +in the eyes of the prospect to be an opportunist. + +421 +00:29:01,840 --> 00:29:06,600 +Why? Because this salesperson is seen by the + +422 +00:29:06,600 --> 00:29:09,340 +prospect that he is focusing on marketing for the + +423 +00:29:09,340 --> 00:29:14,300 +product benefit only. He doesn't care about the + +424 +00:29:14,300 --> 00:29:16,960 +interest of the customer or the need of the + +425 +00:29:16,960 --> 00:29:20,820 +customer. And finally, they close by focusing on + +426 +00:29:20,820 --> 00:29:23,900 +the most important customer objection. In other + +427 +00:29:23,900 --> 00:29:28,780 +words, the less successful salespeople, they seem + +428 +00:29:28,780 --> 00:29:32,680 +to be a nagging person. They are exercising a + +429 +00:29:32,680 --> 00:29:37,300 +pressure on the backs of the prospects. They are + +430 +00:29:37,300 --> 00:29:41,040 +trying to pressurize them to force them to buy + +431 +00:29:41,040 --> 00:29:46,540 +their products. But here, we are giving space and + +432 +00:29:46,540 --> 00:29:51,280 +time. Any question or comments about this? This is + +433 +00:29:51,280 --> 00:29:57,040 +very important. Very very important Any question + +434 +00:29:57,040 --> 00:29:58,900 +about the successful sales people and the less + +435 +00:29:58,900 --> 00:30:05,690 +successful? Clear? Let's conclude We will conclude + +436 +00:30:05,690 --> 00:30:09,510 +by talking about the fourth and the last skill in + +437 +00:30:09,510 --> 00:30:14,110 +the pre-interaction, which is rehearsal. As we + +438 +00:30:14,110 --> 00:30:17,370 +said, rehearsal can be re-expressed by answering + +439 +00:30:17,370 --> 00:30:19,530 +this question, what I'm going to say to the + +440 +00:30:19,530 --> 00:30:22,310 +customer or prospect. In other words, what is my + +441 +00:30:22,310 --> 00:30:27,840 +message exactly? So all salespeople should have at + +442 +00:30:27,840 --> 00:30:30,760 +least some idea of how they will initially start + +443 +00:30:30,760 --> 00:30:33,020 +an interaction, what questions they will ask and + +444 +00:30:33,020 --> 00:30:37,380 +what benefits they plan to present. So when + +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 ourselves 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 it 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 hesitant while you are answering the + +467 +00:31:51,970 --> 00:31:54,470 +questions, this is going to give us a wrong signal + +468 +00:31:54,470 --> 00:31:57,990 +for 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 a 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 they might be raised + +483 +00:32:46,830 --> 00:32:51,890 +for you as a salesperson by 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 confidential way. Otherwise, your + +486 +00:33:02,530 --> 00:33:05,570 +probability of striking successful business + +487 +00:33:05,570 --> 00:33:10,170 +transaction will go down. Any question or comments + +488 +00:33:10,170 --> 00:33:15,330 +about this? Any question 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 +finished and prepared 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/FuO5JydpSNs.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/FuO5JydpSNs.srt new file mode 100644 index 0000000000000000000000000000000000000000..9ad641e856de329a2a0ffabfc61d5bbc3714e471 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/FuO5JydpSNs.srt @@ -0,0 +1,2196 @@ +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 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 +first year. 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 first year of service, + +12 +00:01:06,680 --> 00:01:11,100 +is going to be calculated at 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 to this person are about 7,500 + +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 16,000 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 +60,000 USD. With the total cost of training + +19 +00:01:38,800 --> 00:01:41,820 +at about 7,000, then the total cost is going + +20 +00:01:41,820 --> 00:01:46,720 +to be 66,000 US dollars. 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 are we 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 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 on the shoulders 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 for the right position, this means the + +32 +00:02:47,350 --> 00:02:51,190 +company is going to lose more 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 the HR department + +36 +00:03:03,640 --> 00:03:08,020 +must select and recruit in a very cautious + +37 +00:03:08,020 --> 00:03:13,700 +manner. Any mistake which might lead to hiring the wrong + +38 +00:03:13,700 --> 00:03:16,740 +person for the right position is going to be very + +39 +00:03:16,740 --> 00:03:19,940 +expensive; it is going to be a tremendous cost on + +40 +00:03:19,940 --> 00:03:23,920 +the shoulders of our firm. On the shoulders 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 to 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 salespersons. 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 attentive 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 +on their 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 present 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 further, look at these statistics. Now these are + +64 +00:05:01,090 --> 00:05:04,070 +some of the answers or responses which we received + +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% 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 rights, with + +70 +00:05:25,420 --> 00:05:29,960 +more than 75% of responses. Other responses focused + +71 +00:05:29,960 --> 00:05:34,000 +more on firmness, or follow-through, to be + +72 +00:05:34,000 --> 00:05:39,610 +detail-oriented with about 75%. Other respondents + +73 +00:05:39,610 --> 00:05:41,630 +focused on something called market knowledge or + +74 +00:05:41,630 --> 00:05:46,910 +willingness to share with about 50%. Others focused + +75 +00:05:46,910 --> 00:05:49,850 +on 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 prioritized or looked for by the + +78 +00:05:57,850 --> 00:06:00,630 +people who would like to hire salespersons. 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 +for and to defend the rights of the customers. And the + +81 +00:06:07,970 --> 00:06:13,930 +least important 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 the HR department, are going to adopt + +84 +00:06:24,410 --> 00:06:29,790 +one of two strategies. One of two + +85 +00:06:29,790 --> 00:06:35,530 +strategies. First, to hire technicians and then + +86 +00:06:35,530 --> 00:06:38,590 +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 then 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 salespersons and then we are + +91 +00:06:53,540 --> 00:06:55,460 +going to teach them the technical 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 serve the purpose for which they are designed. + +96 +00:07:13,360 --> 00:07:17,520 +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, the training capability that is + +101 +00:07:35,480 --> 00:07:39,700 +available in our company is the key factor in making + +102 +00:07:39,700 --> 00:07:42,320 +the first strategy successful, or in making 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 failing 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. Two, a + +111 +00:08:11,060 --> 00:08:13,140 +training budget must be + +112 +00:08:13,140 --> 00:08:16,920 +available within the budget of the firm. Three, 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 teachers here, for example, 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 training course, they are + +118 +00:08:32,740 --> 00:08:37,800 +going to fail. Why? Training has more + +119 +00:08:37,800 --> 00:08:40,900 +advantages and different skills that distinguish it + +120 +00:08:40,900 --> 00:08:47,560 +from teaching and learning. Once again, training + +121 +00:08:47,560 --> 00:08:52,180 +requires more skills and 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. + +125 +00:09:01,920 --> 00:09:05,510 +Because of this, we are saying training + +126 +00:09:05,510 --> 00:09:08,630 +capability is something fundamental, + +127 +00:09:08,810 --> 00:09:11,070 +which is going to be the key factor in making any + +128 +00:09:11,070 --> 00:09:17,030 +strategy successful or a failure. Let's go on. So, + +129 +00:09:17,030 --> 00:09:19,150 +the legality of job qualifications; we are going to + +130 +00:09:19,150 --> 00:09:21,230 +talk about the legality of job qualifications. This is + +131 +00:09:21,230 --> 00:09:24,610 +reminding us of what? Of the first factor + +132 +00:09:24,610 --> 00:09:31,430 +which we said is influencing the planning of the + +133 +00:09:31,430 --> 00:09:36,610 +recruitment process. It was the first factor. + +134 +00:09:40,550 --> 00:09:46,370 +Now, the legality of job qualifications. This is an + +135 +00:09:46,370 --> 00:09:51,370 +umbrella, and this umbrella is based on one + +136 +00:09:51,370 --> 00:09:54,210 +foundation, which is: number one, academic + +137 +00:09:54,210 --> 00:09:55,070 +qualifications + +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 fall into + +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 meet the + +143 +00:10:27,080 --> 00:10:32,600 +legality of job qualification standards. 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 +discrimination. + +146 +00:10:39,280 --> 00:10:46,380 +Discrimination. These mistakes + +147 +00:10:46,380 --> 00:10:48,880 +that might happen as a result of discrimination + +148 +00:10:48,880 --> 00:10:52,820 +might be based on one 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. Discrimination might + +152 +00:11:15,010 --> 00:11:16,710 +be based on age because of the fallout. + +153 +00:11:18,140 --> 00:11:21,720 +Imagine two candidates: one of them is about + +154 +00:11:21,720 --> 00:11:25,700 +40 years old, the second one is about 30. Both + +155 +00:11:25,700 --> 00:11:27,060 +of them are equal in their academic + +156 +00:11:27,060 --> 00:11:31,180 +qualifications and professional experience. Many + +157 +00:11:31,180 --> 00:11:34,740 +employers will hire the + +158 +00:11:34,740 --> 00:11:40,040 +younger candidate. Whose age is 30. Why? He is + +159 +00:11:40,040 --> 00:11:42,960 +going to be more active, more energetic, and he is + +160 +00:11:42,960 --> 00:11:46,620 +going to handle more pressure and workload than the + +161 +00:11:46,620 --> 00:11:49,980 +candidate who is 40. Is this discrimination? + +162 +00:11:50,180 --> 00:11:54,060 +Yes, it is discrimination. A second type of employment + +163 +00:11:54,060 --> 00:11:56,460 +decision might be based on or biased toward + +164 +00:11:56,460 --> 00:12:00,730 +gender—female or male. Employers might say + +165 +00:12:00,730 --> 00:12:04,550 +if a male and a female candidate are equal in + +166 +00:12:04,550 --> 00:12:07,910 +experience and academic qualifications, 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 is not going to take maternity leave, this + +169 +00:12:14,570 --> 00:12:16,690 +person isn't going to suffer from pregnancy-related + +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 at 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: White, 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's a more polite + +180 +00:12:53,190 --> 00:12:57,820 +term. 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 sense + +182 +00:13:00,120 --> 00:13:05,400 +from your words that you are racist. So always use + +183 +00:13:05,400 --> 00:13:07,480 +African American. And the third + +184 +00:13:07,480 --> 00:13:11,580 +ethnicity is called Hispanic. And Hispanics + +185 +00:13:11,580 --> 00:13:15,660 +are Latinos. The Latinos who came from Mexico + +186 +00:13:15,660 --> 00:13:18,520 +and South America, and they + +187 +00:13:18,520 --> 00:13:20,540 +immigrated to America and made families there, + +188 +00:13:20,540 --> 00:13:24,120 +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 discrimination. They are not allowed + +196 +00:13:44,040 --> 00:13:47,420 +according to employment law, or according to + +197 +00:13:47,420 --> 00:13:49,620 +religious law and also according to + +198 +00:13:49,620 --> 00:13:53,310 +ethics. If we were to apply this in the + +199 +00:13:53,310 --> 00:13:56,1 + +223 +00:15:32,650 --> 00:15:35,930 +we are going to ask one major question, which is: + +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 an 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 might fail in the interview, + +233 +00:16:20,800 --> 00:16:23,720 +and a third 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 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 from the 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 revisit what we did with the other 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 +based on logic and mathematical equations. What + +246 +00:17:19,800 --> 00:17:23,170 +the formula is saying all the time is that 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 this + +249 +00:17:28,890 --> 00:17:31,470 +formula. The formula is: 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 refers to the required number + +253 +00:17:47,530 --> 00:17:52,750 +of hires. Required number of hires, which are the + +254 +00:17:52,750 --> 00:17:58,510 +vacancies. Which are the vacancies. الـS refers + +255 +00:17:58,510 --> 00:18:03,590 +to the percentage of recruits selected. Those + +256 +00:18:03,590 --> 00:18:09,710 +persons whom we would like to select to occupy the + +257 +00:18:09,710 --> 00:18:13,970 +vacancies. والـA 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 it 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 the job accept, then plug that into 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 +recruitment process. Because of this, we said 200 + +274 +00:19:23,310 --> 00:19:27,170 +is correct. Any questions 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 +at this time to bring your calculator to the final + +278 +00:19:36,470 --> 00:19:42,530 +exam. Okay, go on. + +279 +00:19:42,530 --> 00:19:48,290 +Listen here. Now, we would like to talk about the + +280 +00:19:48,290 --> 00:19:51,650 +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 varied. 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 websites. + +292 +00:20:38,610 --> 00:20:40,770 +In America, we have very famous websites for + +293 +00:20:40,770 --> 00:20:43,790 +advertisements like Indeed, or you will see + +294 +00:20:43,790 --> 00:20:46,410 +general employment-related 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 is Monster.com, and if you + +297 +00:20:56,970 --> 00:20:59,050 +are going to visit Monster.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 Palestine. + +301 +00:21:09,890 --> 00:21:12,110 +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 +the West Bank 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 in your bookmarks, keep them in your 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 own life, I have found more than + +317 +00:22:10,380 --> 00:22:15,020 +two jobs by checking 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 mean advertisements which are + +321 +00:22:29,520 --> 00:22:32,400 +categorized 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? They reach wide audiences. Second, useful if high + +324 +00:22:40,500 --> 00:22:43,180 +turnover. Third, they 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 relate 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 websites, engineering + +331 +00:23:02,690 --> 00:23:07,230 +organizations. Also, sometimes you can attract + +332 +00:23:07,230 --> 00:23:09,730 +employees from your present employees. How? + +333 +00:23:10,490 --> 00:23:13,840 +They are familiar with the company products. Second, they + +334 +00:23:13,840 --> 00:23:17,000 +have established job histories. Third, easier + +335 +00:23:17,000 --> 00:23:19,680 +to promote, and does not require a lot of training + +336 +00:23:19,680 --> 00:23:22,820 +because they know us. And finally, they 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? 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? A promotion? Promotion. Now listen, the Japanese + +341 +00:23:48,060 --> 00:23:53,200 +are known to hire and 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 senior. They give priority number one to + +344 +00:24:04,280 --> 00:24:07,560 +their current employees who are working + +345 +00:24:07,560 --> 00:24:12,200 +within the organization. The Americans and the + +346 +00:24:12,200 --> 00:24:20,120 +Western firms prefer to bring in, or to inject new + +347 +00:24:20,120 --> 00:24:24,160 +blood. Therefore, their employment will 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 internal hires, 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 rehire current employees, + +352 +00:24:40,470 --> 00:24:44,290 +this means we are implementing promotions and we are + +353 +00:24:44,290 --> 00:24:47,210 +emulating the Japanese style, which is + +354 +00:24:47,210 --> 00:24:49,570 +enjoying more than one advantage or + +355 +00:24:49,570 --> 00:24:51,430 +characteristic, like these ones. + +356 +00:24:55,170 --> 00:24:59,820 +Any questions or comments? Go on. Sometimes, we can also + +357 +00:24:59,820 --> 00:25:03,460 +recruit candidates by contacting + +358 +00:25:03,460 --> 00:25:07,440 +referrals or networking, people who 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 are suitable for these positions. So we + +361 +00:25:14,040 --> 00:25:17,540 +are going to contact them. A reference means a + +362 +00:25:17,540 --> 00:25:20,360 +person who has previously worked 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 perform 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 +woman applied to us with her CV. She is + +368 +00:25:39,850 --> 00:25:43,330 +listing three referrals whom she knows or whom + +369 +00:25:43,330 --> 00:25:48,050 +know her and have worked with her. As + +370 +00:25:48,050 --> 00:25:52,590 +HR, should we be satisfied with the referrals + +371 +00:25:52,590 --> 00:25:55,230 +she provides in her CV? The answer is no. Why? Because + +372 +00:25:55,230 --> 00:26:00,100 +the applicant or candidate is likely to + +373 +00:26:00,100 --> 00:26:02,460 +provide you with three referrals who will + +374 +00:26:02,460 --> 00:26:06,260 +speak positively on her behalf. What + +375 +00:26:06,260 --> 00:26:10,960 +should we do? + +376 +00:26:10,960 --> 00:26:11,660 +How? + +377 +00:26:14,500 --> 00:26:15,080 +How? + +378 +00:26:20,380 --> 00:26:22,740 +By using the technique called + +379 +00:26:22,740 --> 00:26:27,100 +snowballing. How? Yes, if a woman mentions, 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 call Amna. Amna, how are you? Etc., etc. Do you + +382 +00:26:31,420 --> 00:26:35,080 +know a candidate named Iman? Etc. How do + +383 +00:26:35,080 --> 00:26:38,060 +you know her? What were her responsibilities? How + +384 +00:26:38,060 --> 00:26:40,020 +do you think of her character? And so on. And + +385 +00:26:40,020 --> 00:26:42,520 +before ending the conversation with Amna, + +386 +00:26:42,520 --> 00:26:45,320 +would you mind providing us with another name of someone who + +387 +00:26:45,420 --> 00:26:47,300 +worked with Iman? She is going to + +388 +00:26:47,300 --> 00:26:51,420 +provide us with a new referral along with his or + +389 +00:26:51,420 --> 00:26:54,280 +her phone number that is not listed on her CV. If + +390 +00:26:54,280 --> 00:26:58,360 +the new information from the new referral confirms + +391 +00:26:58,360 --> 00:27:01,040 +what Amna said, this means she is likely + +392 +00:27:01,040 --> 00:27:04,440 +a good candidate. But if the new information doesn't + +393 +00:27:04,440 --> 00:27:10,080 +match Amna's statement, then a red + +394 +00:27:10,080 --> 00:27:13,980 +flag should be raised, meaning we need to investigate + +395 +00:27:13,980 --> 00:27:17,780 +further. That's it. Clear? Any questions or + +396 +00:27:17,780 --> 00:27:22,830 +comments about that? This is very important. Don't + +397 +00:27:22,830 --> 00:27:25,930 +ever rely solely on the statements you get from + +398 +00:27:25,930 --> 00:27:28,930 +the referrals listed on + +399 +00:27:28,930 --> 00:27:31,810 +the candidate's CV. Clear? One thing which is + +400 +00:27:31,810 --> 00:27:38,990 +important: always remember, + +401 +00:27:38,990 --> 00:27:41,450 +that a candidate's GPA, transcript, certificate, + +402 +00:27:44,690 --> 00:27:50,850 +score on the job test, and score in the job + +403 +00:27:50,850 --> 00:27:55,470 +interview do not fully reveal the character of the + +404 +00:27:55,470 --> 00:27:58,730 +candidate. Therefore, you, as HR, should know that all these + +405 +00:27:58,730 --> 00:28:05,210 +things can sometimes be misleading. + +406 +00:28:05,210 --> 00:28:07,610 +Sometimes they might be misleading. Because of + +407 +00:28:09,250 --> 00:28:12,450 +this, we have to thoroughly investigate the character of this + +408 +00:28:12,450 --> 00:28:15,750 +candidate. We have to dig into the character of this + +409 +00:28:15,750 --> 00:28:20,490 +candidate. How? By conducting a thorough referral check. + +411 +00:28:28,590 --> 00:28:33,470 +Employment agencies can sometimes attract candidates when + +412 +00:28:33,470 --> 00:28:35,110 +we can't. Who attracts the + +413 +00:28:35,110 --> 00:28:38,110 +candidates? Employment agencies. When can we use + +414 +00:28:38,110 --> 00:28:41,570 +this technique? If our firm is small and we do + +415 +00:28:41,570 --> 00:28:46,880 +not have an HR department. If our firm is small and + +416 +00:28:46,880 --> 00:28:49,260 +we do not have a dedicated recruiter, then we are + +417 +00:28:49,260 --> 00:28:51,320 +going to enter into a 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 company. + +4 + +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 well. + +448 +00:30:46,410 --> 00:30:50,590 +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 a lot of time and a lot of + +451 +00:30:56,110 --> 00:31:00,310 +training effort. Because of this, this is + +452 +00:31:00,310 --> 00:31:03,770 +going to open up a very strong opportunity to + +453 +00:31:03,770 --> 00:31:06,230 +find and get a job after your training + +454 +00:31:06,230 --> 00:31:12,620 +is finished. Clear? Therefore, be smart in selecting + +455 +00:31:12,620 --> 00:31:14,520 +the organization in which you would like to train, + +456 +00:31:14,980 --> 00:31:17,700 +and always 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 or more + +460 +00:31:27,860 --> 00:31:32,260 +successful stories where student graduates were + +461 +00:31:32,260 --> 00:31:35,720 +able to find jobs using their retraining + +462 +00:31:35,720 --> 00:31:41,940 +period in those organizations. Okay? Okay, let's + +463 +00:31:41,940 --> 00:31:47,280 +move on to the customer, let's move on to something else. + +464 +00:31:48,040 --> 00:31:52,100 +Read this at 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 always + +467 +00:31:57,060 --> 00:32:00,220 +begins with advertisement. And the + +468 +00:32:00,220 --> 00:32:02,880 +advertisement is going to provide us with contact + +469 +00:32:02,880 --> 00:32:05,680 +information, 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 job application which + +472 +00:32:10,820 --> 00:32:14,820 +must be completed by candidates. Later on, after + +473 +00:32:14,820 --> 00:32:16,920 +we review the application, we are + +474 +00:32:16,920 --> 00:32:21,610 +going to screen them. Screening means identifying 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 +candidates 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 it. This is + +480 +00:32:35,710 --> 00:32:38,630 +an American custom. In our Palestinian Islamic + +481 +00:32:38,630 --> 00:32:41,310 +culture, it is not applicable here. Someone + +482 +00:32:41,310 --> 00:32:43,390 +is 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 +financial habits, for example, an American is going to + +485 +00:32:50,080 --> 00:32:53,160 +have a salary of about 7,000 or 10,000 US dollars + +486 +00:32:53,160 --> 00:32:58,320 +per month on the first of the month. Later on, + +487 +00:32:58,720 --> 00:33:02,760 +by the end of the month, his pocket is + +488 +00:33:02,760 --> 00:33:06,680 +going to be empty, without the ability to save. Someone + +489 +00:33:06,680 --> 00:33:09,220 +might ask 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 +proverb, القرش الأبيض ينفع في اليوم الأسود. They + +492 +00:33:15,900 --> 00:33:23,180 +have a saying, that is, that they do not save. If + +493 +00:33:23,180 --> 00:33:24,880 +we compare 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 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 employed, if they want + +498 +00:33:36,940 --> 00:33:39,100 +to buy a car or if they want to + +499 +00:33:39,100 --> 00:33:41,300 +get married or if they want to buy a house, + +500 +00:33:41,800 --> 00:33:45,420 +they need what? A loan. And the loan + +501 +00:33:45,420 --> 00:33:48,260 +comes from the bank, and this is going + +502 +00:33:48,260 --> 00:33:53,040 +to be reflected in his or her credit history. The + +503 +00:33:53,040 --> 00:33:55,000 +credit history and the loan are + +504 +00:33:55,000 --> 00:33:57,600 +connected by one thing, called a 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 an ID number. There, the employer will have + +508 +00:34:10,710 --> 00:34:14,830 +access to a database related to credit history and + +509 +00:34:14,830 --> 00:34:17,130 +will look up the 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 histories, they + +512 +00:34:22,750 --> 00:34:26,090 +include what? Loan histories. This is + +513 +00:34:26,090 --> 00:34:28,870 +their culture. But they will see if you + +514 +00:34:28,870 --> 00:34:31,950 +are committed to repaying 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 +manage his personal life. So how can we + +517 +00:34:38,690 --> 00:34:42,150 +expect him to manage 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 +reject him or her from the candidacy. In contrast + +520 +00:34:49,470 --> 00:34:54,110 +to Americans who regularly repay their + +521 +00:34:54,110 --> 00:35:00,970 +own credits and loans. Clear? Clear? Now someone + +522 +00:35:00,970 --> 00:35:03,630 +might say, but this is personal data. No, + +523 +00:35:04,070 --> 00:35:06,610 +according to American law, this is not personal + +524 +00:35:06,610 --> 00:35:13,410 +data. This is the employer's right. The + +525 +00:35:13,410 --> 00:35:16,170 +employer has the right to check if the financial + +526 +00:35:16,170 --> 00:35:19,670 +situation of the candidates is healthy or + +527 +00:35:19,670 --> 00:35:24,470 +unhealthy, good or bad, organized or disorganized, + +528 +00:35:24,610 --> 00:35:30,070 +and so on. Okay? Now, after they pass + +529 +00:35:30,070 --> 00:35:33,030 +this hurdle of the background check, we are + +530 +00:35:33,030 --> 00:35:35,630 +going to look at complete psychological and + +531 +00:35:35,630 --> 00:35:39,290 +drug tests, which are not applicable here. What + +532 +00:35:39,290 --> 00:35:42,510 +is applicable is a test. And the test always + +533 +00:35:42,510 --> 00:35:48,970 +comes before the interview, this is our culture. This + +534 +00:35:48,970 --> 00:35:52,010 +is our custom. And then we are going to + +535 +00:35:52,010 --> 00:35:54,050 +conduct a second interview. Someone is going to + +536 +00:35:54,050 --> 00:35:55,970 +ask, why do we need a second + +537 +00:35:55,970 --> 00:35:59,810 +interview? If the interviewers do not + +538 +00:35:59,810 --> 00:36:04,170 +reach a consensus decision. + +539 +00:36:04,990 --> 00:36:09,290 +In other + +540 +00:36:09,290 --> 00:36:11,970 +words, two interviewers say we need this person + +541 +00:36:11,970 --> 00:36:15,670 +and the third says no. Or two say we do not need + +542 +00:36:15,670 --> 00:36:19,230 +this candidate and the third says we do need them. Then we + +543 +00:36:19,230 --> 00:36:21,070 +want to be sure, we want to confirm our + +544 +00:36:21,070 --> 00:36:23,870 +decision by inviting the candidate for an additional + +545 +00:36:23,870 --> 00:36:28,290 +final interview, which we call a second interview. And + +546 +00:36:28,290 --> 00:36:30,930 +then we make an offer, the offer of + +547 +00:36:30,930 --> 00:36:33,010 +employment, and then we conduct a physical + +548 +00:36:33,010 --> 00:36:35,150 +examination. A 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 +sector companies, more than 90% of them, do not + +551 +00:36:41,830 --> 00:36:44,510 +conduct strict physical examinations for their + +552 +00:36:44,510 --> 00:36:47,850 +candidates. This is a serious 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 candidates to strict physical + +555 +00:36:54,930 --> 00:36:57,270 +examinations. And finally, + +556 +00:37:00,810 --> 00:37:06,640 +the possibilities are broad, sometimes any failure in + +557 +00:37:06,640 --> 00:37:08,900 +one of the previous steps may lead to + +558 +00:37:08,900 --> 00:37:11,800 +rejection. Or sometimes we will hire him or her. So this is the roadmap for + +559 +00:37:11,800 --> 00:37:15,940 +selection. Final point. Let's repeat what we said. + +561 +00:37:19,860 --> 00:37:22,620 +Application. Why do we need an application? To obtain + +562 +00:37:22,620 --> 00:37:26,180 +information. + +563 +00:37:28,980 --> 00:37:31,280 +So every candidate who wants to + +564 +00:37:31,280 --> 00:37:33,800 +apply for any position must fill out an + +565 +00:37:33,800 --> 00:37:37,460 +application. The application should include + +566 +00:37:37,460 --> 00:37:39,640 +what information? Information required by what + +567 +00:37:39,640 --> 00:37:42,800 +management? We are talking about two types of + +568 +00:37:42,800 --> 00:37:45,820 +information. Number one, we call it educational + +569 +00:37:45,820 --> 00:37:48,100 +background. And number two, we call it + +570 +00:37:48,100 --> 00:37:52,080 +employment history. These are the most important + +571 +00:37:52,080 --> 00:37:55,500 +things we look for. These are the two + +572 +00:37:55,500 --> 00:37:58,340 +important types of information 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 +piece of advice. This is very important. Listen. + +575 +00:38:08,910 --> 00:38:12,210 +More than 50% of candidates will + +576 +00:38:12,210 --> 00:38:15,130 +lie when filling out their job + +577 +00:38:15,130 --> 00:38:19,050 +application. They will lie, they will not + +578 +00:38:19,050 --> 00:38:21,950 +tell the truth. Why? For various reasons. + +579 +00:38:24,170 --> 00:38:26,990 +Then as HR, how do we determine if they are + +580 +00:38:26,990 --> 00:38:30,730 +truthful or dishonest? By asking 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 +they provided earlier. If their answers are + +583 +00:38:35,980 --> 00:38:38,520 +consistent, it means they are honest. If their + +584 +00:38:38,520 --> 00:38:40,540 +answers are inconsistent, it means they are + +585 +00:38:40,540 --> 00:38:43,600 +dishonest. + +586 +00:38:44,080 --> 00:38:47,620 +So, my advice is this: When you are + +587 +00:38:47,620 --> 00:38:50,280 +filling out a job application, + +588 +00:38:51,040 --> 00:38:52,800 +before your interview, + +589 +00:38:52,800 --> 00:38:55,940 +please review your application again. + +590 +00:38:57,420 --> 00:39:00,280 +Review your application before your + +591 +00:39:00,280 --> 00:39:04,350 +interview. More than 50% of the + +592 +00:39:04,350 --> 00:39:07,430 +questions will be repeated in the + +593 +00:39:07,430 --> 00:39:10,010 +interview, and the interviewers will + +594 +00:39:10,010 --> 00:39:12,750 +compare the answers they hear from you + +595 +00:39:12,750 --> 00:39:16,410 +with what they read in your application. If they + +596 +00:39:16,410 --> 00:39:18,850 +match, you will give the impression that you are + +597 +00:39:18,850 --> 00:39:21,290 +honest; if they don't match, you will appear + +598 +00:39:21,290 --> 00:39:26,910 +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.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/FuO5JydpSNs_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..26aaa10dacf2c528035b6bc40a60a736c6f33434 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/FuO5JydpSNs_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 5035, "start": 21.43, "end": 50.35, "text": " Okay, good morning. Now we will go on with chapter number seven which talks about the recruitment in the field of sales companies. Today we will go on with the selection process. 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So these are general statistics. 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Now to demonstrate this more or to clarify it more, look at these statistics. 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So the most important trait is willingness to fight and to defend the rights of the customers. And the latest one is imagination. Okay, let's go on. Listen here. 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But if your company cannot train, this is going to be problematic. It is going to be a failure strategy. Somebody is going to say, this is easy. It isn't easy. It can never be easy. Somebody is going to say, why? 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Training has more advantages and skills which are distinguishing from teaching, from learning. Once again, training has or requires more skills, more potential. These potentials and skills might not be available in an ordinary person. 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It was the last factor. Now, legality of job qualification. 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And listen here, sometimes as HR you might fell in a trap. What is this trap? You are going to encounter candidates who are equal in point number one and in point number two. 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{"start": 658.78, "end": 659.28, "word": " three", "probability": 0.94091796875}, {"start": 659.28, "end": 660.62, "word": " ethnicity", "probability": 0.82470703125}], "temperature": 1.0}, {"id": 25, "seek": 67671, "start": 670.85, "end": 676.71, "text": " Now, let's clarify this. The discrimination might be founded on the age because of the fallout.", "tokens": [823, 11, 718, 311, 17594, 341, 13, 440, 15973, 1062, 312, 13234, 322, 264, 3205, 570, 295, 264, 2100, 346, 13], "avg_logprob": -0.3382457427003167, "compression_ratio": 1.0909090909090908, "no_speech_prob": 0.0, "words": [{"start": 670.8499999999999, "end": 671.4499999999999, "word": " Now,", "probability": 0.325927734375}, {"start": 671.4499999999999, "end": 672.05, "word": " let's", "probability": 0.836181640625}, {"start": 672.05, "end": 672.63, "word": " clarify", "probability": 0.92333984375}, {"start": 672.63, "end": 673.11, "word": " this.", "probability": 0.91650390625}, {"start": 674.07, "end": 674.27, "word": " The", "probability": 0.81201171875}, {"start": 674.27, "end": 674.65, "word": " discrimination", "probability": 0.9033203125}, {"start": 674.65, "end": 675.01, "word": " might", "probability": 0.857421875}, {"start": 675.01, "end": 675.13, "word": " be", "probability": 0.93310546875}, {"start": 675.13, "end": 675.43, "word": " founded", "probability": 0.70751953125}, {"start": 675.43, "end": 675.61, "word": " on", "probability": 0.892578125}, {"start": 675.61, "end": 675.77, "word": " the", "probability": 0.693359375}, {"start": 675.77, "end": 675.95, "word": " age", "probability": 0.923828125}, {"start": 675.95, "end": 676.21, "word": " because", "probability": 0.84765625}, {"start": 676.21, "end": 676.33, "word": " of", "probability": 0.966796875}, {"start": 676.33, "end": 676.45, "word": " the", "probability": 0.90576171875}, {"start": 676.45, "end": 676.71, "word": " fallout.", "probability": 0.488983154296875}], "temperature": 1.0}, {"id": 26, "seek": 69790, "start": 678.14, "end": 697.9, "text": " Imagine two candidates, one of them his age is about 40, the second one his age is about 30. Both of them they are equal in their academic qualification and professional experience. Many of the employers they are going to employ or hire the young candidate. Whose age is? 10. Why?", "tokens": [11739, 732, 11255, 11, 472, 295, 552, 702, 3205, 307, 466, 3356, 11, 264, 1150, 472, 702, 3205, 307, 466, 2217, 13, 6767, 295, 552, 436, 366, 2681, 294, 641, 7778, 37425, 293, 4843, 1752, 13, 5126, 295, 264, 16744, 436, 366, 516, 281, 3188, 420, 11158, 264, 2037, 11532, 13, 28463, 3205, 307, 30, 1266, 13, 1545, 30], "avg_logprob": -0.21783854191501936, "compression_ratio": 1.5875706214689265, "no_speech_prob": 0.0, "words": [{"start": 678.1400000000001, "end": 678.7, "word": " Imagine", "probability": 0.70458984375}, {"start": 678.7, "end": 679.26, "word": " two", "probability": 0.787109375}, {"start": 679.26, "end": 679.82, "word": " candidates,", "probability": 0.90966796875}, {"start": 680.14, "end": 680.38, "word": " one", "probability": 0.92236328125}, {"start": 680.38, "end": 680.56, "word": " of", "probability": 0.9384765625}, {"start": 680.56, "end": 680.78, "word": " them", "probability": 0.88427734375}, {"start": 680.78, "end": 681.26, "word": " his", "probability": 0.70654296875}, {"start": 681.26, "end": 681.56, "word": " age", "probability": 0.9501953125}, {"start": 681.56, "end": 681.72, "word": " is", "probability": 0.94384765625}, {"start": 681.72, "end": 682.02, "word": " about", "probability": 0.89111328125}, {"start": 682.02, "end": 682.46, "word": " 40,", "probability": 0.85400390625}, {"start": 682.9, "end": 683.14, "word": " the", "probability": 0.80322265625}, {"start": 683.14, "end": 683.42, "word": " second", "probability": 0.8466796875}, {"start": 683.42, "end": 683.7, "word": " one", "probability": 0.90185546875}, {"start": 683.7, "end": 683.86, "word": " his", "probability": 0.765625}, {"start": 683.86, "end": 684.06, "word": " age", "probability": 0.93896484375}, {"start": 684.06, "end": 684.2, "word": " is", "probability": 0.9423828125}, {"start": 684.2, "end": 684.44, "word": " about", "probability": 0.8994140625}, {"start": 684.44, "end": 684.88, "word": " 30.", "probability": 0.97265625}, {"start": 685.42, "end": 685.7, "word": " Both", "probability": 0.771484375}, {"start": 685.7, "end": 685.86, "word": " of", "probability": 0.966796875}, {"start": 685.86, "end": 686.02, "word": " them", "probability": 0.89306640625}, {"start": 686.02, "end": 686.16, "word": " they", "probability": 0.428955078125}, {"start": 686.16, "end": 686.3, "word": " are", "probability": 0.93408203125}, {"start": 686.3, "end": 686.56, "word": " equal", "probability": 0.88427734375}, {"start": 686.56, "end": 686.74, "word": " in", "probability": 0.9267578125}, {"start": 686.74, "end": 686.84, "word": " their", "probability": 0.50634765625}, {"start": 686.84, "end": 687.06, "word": " academic", "probability": 0.9267578125}, {"start": 687.06, "end": 687.62, "word": " qualification", "probability": 0.9462890625}, {"start": 687.62, "end": 688.78, "word": " and", "probability": 0.92041015625}, {"start": 688.78, "end": 689.38, "word": " professional", "probability": 0.88720703125}, {"start": 689.38, "end": 689.98, "word": " experience.", "probability": 0.9033203125}, {"start": 690.7, "end": 691.02, "word": " Many", "probability": 0.85791015625}, {"start": 691.02, "end": 691.18, "word": " of", "probability": 0.958984375}, {"start": 691.18, "end": 691.3, "word": " the", "probability": 0.728515625}, {"start": 691.3, "end": 691.62, "word": " employers", "probability": 0.93798828125}, {"start": 691.62, "end": 691.88, "word": " they", "probability": 0.5087890625}, {"start": 691.88, "end": 692.06, "word": " are", "probability": 0.93359375}, {"start": 692.06, "end": 692.38, "word": " going", "probability": 0.9482421875}, {"start": 692.38, "end": 692.76, "word": " to", "probability": 0.97265625}, {"start": 692.76, "end": 693.86, "word": " employ", "probability": 0.8486328125}, {"start": 693.86, "end": 694.12, "word": " or", "probability": 0.95458984375}, {"start": 694.12, "end": 694.44, "word": " hire", "probability": 0.94580078125}, {"start": 694.44, "end": 694.74, "word": " the", "probability": 0.880859375}, {"start": 694.74, "end": 694.96, "word": " young", "probability": 0.9228515625}, {"start": 694.96, "end": 695.74, "word": " candidate.", "probability": 0.77001953125}, {"start": 696.02, "end": 696.22, "word": " Whose", "probability": 0.7587890625}, {"start": 696.22, "end": 696.48, "word": " age", "probability": 0.93359375}, {"start": 696.48, "end": 696.88, "word": " is?", "probability": 0.927734375}, {"start": 697.02, "end": 697.26, "word": " 10.", "probability": 0.394287109375}, {"start": 697.58, "end": 697.9, "word": " Why?", "probability": 0.85302734375}], "temperature": 1.0}, {"id": 27, "seek": 71660, "start": 699.64, "end": 716.6, "text": " He is going to be more active, more vital, and he is going to carry more pressure and workload than the candidate whose age is 40. Is this discrimination? Yes, it is discrimination. A second employment might be founded or biased according to what this says.", "tokens": [634, 307, 516, 281, 312, 544, 4967, 11, 544, 11707, 11, 293, 415, 307, 516, 281, 3985, 544, 3321, 293, 20139, 813, 264, 11532, 6104, 3205, 307, 3356, 13, 1119, 341, 15973, 30, 1079, 11, 309, 307, 15973, 13, 316, 1150, 11949, 1062, 312, 13234, 420, 28035, 4650, 281, 437, 341, 1619, 13], "avg_logprob": -0.21440972884496054, "compression_ratio": 1.5266272189349113, "no_speech_prob": 0.0, "words": [{"start": 699.64, "end": 699.86, "word": " He", "probability": 0.411865234375}, {"start": 699.86, "end": 700.04, "word": " is", "probability": 0.7861328125}, {"start": 700.04, "end": 700.2, "word": " going", "probability": 0.90869140625}, {"start": 700.2, "end": 700.32, "word": " to", "probability": 0.9697265625}, {"start": 700.32, "end": 700.42, "word": " be", "probability": 0.9482421875}, {"start": 700.42, "end": 700.6, "word": " more", "probability": 0.904296875}, {"start": 700.6, "end": 700.96, "word": " active,", "probability": 0.97216796875}, {"start": 701.52, "end": 701.7, "word": " more", "probability": 0.880859375}, {"start": 701.7, "end": 702.1, "word": " vital,", "probability": 0.9677734375}, {"start": 702.64, "end": 702.7, "word": " and", "probability": 0.84765625}, {"start": 702.7, "end": 702.82, "word": " he", "probability": 0.8896484375}, {"start": 702.82, "end": 702.96, "word": " is", "probability": 0.88330078125}, {"start": 702.96, "end": 703.12, "word": " going", "probability": 0.9384765625}, {"start": 703.12, "end": 703.26, "word": " to", "probability": 0.96875}, {"start": 703.26, "end": 703.48, "word": " carry", "probability": 0.9208984375}, {"start": 703.48, "end": 703.7, "word": " more", "probability": 0.91845703125}, {"start": 703.7, "end": 704.42, "word": " pressure", "probability": 0.54931640625}, {"start": 704.42, "end": 705.0, "word": " and", "probability": 0.89404296875}, {"start": 705.0, "end": 705.4, "word": " workload", "probability": 0.97119140625}, {"start": 705.4, "end": 705.88, "word": " than", "probability": 0.92431640625}, {"start": 705.88, "end": 706.62, "word": " the", "probability": 0.8310546875}, {"start": 706.62, "end": 706.92, "word": " candidate", "probability": 0.76123046875}, {"start": 706.92, "end": 707.28, "word": " whose", "probability": 0.65234375}, {"start": 707.28, "end": 707.54, "word": " age", "probability": 0.95263671875}, {"start": 707.54, "end": 707.92, "word": " is", "probability": 0.94677734375}, {"start": 707.92, "end": 708.8, "word": " 40.", "probability": 0.8994140625}, {"start": 709.04, "end": 709.3, "word": " Is", "probability": 0.875}, {"start": 709.3, "end": 709.44, "word": " this", "probability": 0.77783203125}, {"start": 709.44, "end": 709.98, "word": " discrimination?", "probability": 0.927734375}, {"start": 710.18, "end": 710.4, "word": " Yes,", "probability": 0.93994140625}, {"start": 710.52, "end": 710.64, "word": " it", "probability": 0.916015625}, {"start": 710.64, "end": 710.74, "word": " is", "probability": 0.91796875}, {"start": 710.74, "end": 711.24, "word": " discrimination.", "probability": 0.869140625}, {"start": 713.02, "end": 713.18, "word": " A", "probability": 0.697265625}, {"start": 713.18, "end": 713.48, "word": " second", "probability": 0.919921875}, {"start": 713.48, "end": 714.06, "word": " employment", "probability": 0.865234375}, {"start": 714.06, "end": 714.42, "word": " might", "probability": 0.88232421875}, {"start": 714.42, "end": 714.64, "word": " be", "probability": 0.955078125}, {"start": 714.64, "end": 714.98, "word": " founded", "probability": 0.87060546875}, {"start": 714.98, "end": 715.3, "word": " or", "probability": 0.90625}, {"start": 715.3, "end": 715.6, "word": " biased", "probability": 0.9140625}, {"start": 715.6, "end": 716.04, "word": " according", "probability": 0.86767578125}, {"start": 716.04, "end": 716.22, "word": " to", "probability": 0.966796875}, {"start": 716.22, "end": 716.34, "word": " what", "probability": 0.2646484375}, {"start": 716.34, "end": 716.46, "word": " this", "probability": 0.435546875}, {"start": 716.46, "end": 716.6, "word": " says.", "probability": 0.35791015625}], "temperature": 1.0}, {"id": 28, "seek": 74725, "start": 718.01, "end": 747.25, "text": " The female and the male. Employers might say if the male and the female candidates are equal in experiences and academic qualification, they will say we prefer to hire the male. Because this person isn't going to have maternity leave, this person isn't going to suffer from pregnancy consequences and so on. Therefore, he is going to be in his job all the time throughout the 12 months of the year. Is this discrimination? Yes, it is discrimination.", "tokens": [440, 6556, 293, 264, 7133, 13, 26878, 433, 1062, 584, 498, 264, 7133, 293, 264, 6556, 11255, 366, 2681, 294, 5235, 293, 7778, 37425, 11, 436, 486, 584, 321, 4382, 281, 11158, 264, 7133, 13, 1436, 341, 954, 1943, 380, 516, 281, 362, 2389, 28120, 1856, 11, 341, 954, 1943, 380, 516, 281, 9753, 490, 16120, 10098, 293, 370, 322, 13, 7504, 11, 415, 307, 516, 281, 312, 294, 702, 1691, 439, 264, 565, 3710, 264, 2272, 2493, 295, 264, 1064, 13, 1119, 341, 15973, 30, 1079, 11, 309, 307, 15973, 13], "avg_logprob": -0.18061156490797636, "compression_ratio": 1.7857142857142858, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 718.01, "end": 718.25, "word": " The", "probability": 0.51171875}, {"start": 718.25, "end": 718.49, "word": " female", "probability": 0.69384765625}, {"start": 718.49, "end": 718.69, "word": " and", "probability": 0.92822265625}, {"start": 718.69, "end": 718.81, "word": " the", "probability": 0.86083984375}, {"start": 718.81, 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So the political affiliation, does it matter? Yes, it matters. Some of the organizations, they are taking decisions of hiring based on discriminatory basis. Once again, this is considered to be what? Illegal, or discrimination, or unethical, or irreligious. 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This is something very dangerous. Clear? Go on. Now listen. Now let's ask another question. 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He told you or she told you that we have 10 vacancies. We have 10 vacancies. Which you are responsible as HR department to fill these 10 vacancies. 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This is a big question. Should we attract 11? Should we attract 12? Should we attract 100? Should we attract 1000? Should we attract 200? 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Let's give example. 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"text": " Because we have a formula and this formula is founded on logic and mathematical equations. What the formula is saying", "tokens": [1436, 321, 362, 257, 8513, 293, 341, 8513, 307, 13234, 322, 9952, 293, 18894, 11787, 13, 708, 264, 8513, 307, 1566], "avg_logprob": -0.3938210281458768, "compression_ratio": 1.2826086956521738, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1029.04, "end": 1029.76, "word": " Because", "probability": 0.042816162109375}, {"start": 1029.76, "end": 1030.48, "word": " we", "probability": 0.89404296875}, {"start": 1030.48, "end": 1030.7, "word": " have", "probability": 0.94384765625}, {"start": 1030.7, "end": 1030.96, "word": " a", "probability": 0.9384765625}, {"start": 1030.96, "end": 1031.4, "word": " formula", "probability": 0.90283203125}, {"start": 1031.4, "end": 1034.14, "word": " and", "probability": 0.2978515625}, {"start": 1034.14, "end": 1034.42, "word": " this", "probability": 0.927734375}, {"start": 1034.42, "end": 1035.0, "word": " formula", "probability": 0.9296875}, {"start": 1035.0, "end": 1036.02, "word": " is", "probability": 0.93359375}, {"start": 1036.02, "end": 1036.46, "word": " founded", "probability": 0.8681640625}, {"start": 1036.46, "end": 1036.82, "word": " on", "probability": 0.9169921875}, {"start": 1036.82, "end": 1037.08, "word": " logic", "probability": 0.7431640625}, {"start": 1037.08, "end": 1037.32, "word": " and", "probability": 0.931640625}, {"start": 1037.32, "end": 1037.7, "word": " mathematical", "probability": 0.76953125}, {"start": 1037.7, "end": 1038.3, "word": " equations.", "probability": 0.931640625}, {"start": 1039.52, "end": 1039.8, "word": " What", "probability": 0.455078125}, {"start": 1039.8, "end": 1039.96, "word": " the", "probability": 0.81640625}, {"start": 1039.96, "end": 1040.28, "word": " formula", "probability": 0.89501953125}, {"start": 1040.28, "end": 1040.54, "word": " is", "probability": 0.92431640625}, {"start": 1040.54, "end": 1040.9, "word": " saying", "probability": 0.8916015625}], "temperature": 1.0}, {"id": 40, "seek": 106884, "start": 1041.83, "end": 1068.85, "text": " All the time, if we would like to identify the number of applicants whom we should attract, we should follow through this formula. The formula is saying, the number of recruits, we abbreviated this by R, which refers to recruits, equals H divided by S multiplied by A. 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Which are the vacancies. الـS it refers to the percentage of the recruits selected. 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They might happen or they might be displayed electronically and sometimes they might be displayed manually. If it is manual, we are going to talk about journals, we are going to talk about newspapers. If it is electronic, we are going to talk about the whips. In America, we have very famous whips for advertisements like", "tokens": [1981, 23785, 366, 3683, 13, 814, 1062, 1051, 420, 436, 1062, 312, 16372, 49677, 293, 2171, 436, 1062, 312, 16372, 16945, 13, 759, 309, 307, 9688, 11, 321, 366, 516, 281, 751, 466, 29621, 11, 321, 366, 516, 281, 751, 466, 20781, 13, 759, 309, 307, 10092, 11, 321, 366, 516, 281, 751, 466, 264, 315, 2600, 13, 682, 3374, 11, 321, 362, 588, 4618, 315, 2600, 337, 42897, 411], "avg_logprob": -0.18959067447084776, "compression_ratio": 1.9189189189189189, "no_speech_prob": 0.0, "words": [{"start": 1213.33, "end": 1213.73, "word": " These", "probability": 0.8349609375}, {"start": 1213.73, "end": 1214.27, "word": " announcements", "probability": 0.73486328125}, {"start": 1214.27, "end": 1215.01, "word": " are", "probability": 0.91650390625}, {"start": 1215.01, "end": 1215.55, "word": " various.", "probability": 0.89306640625}, {"start": 1215.89, "end": 1216.07, "word": " They", "probability": 0.78076171875}, {"start": 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The most famous website for recruitment is jobs.ps. This is the most famous one. I think jobs.ps. Jobs.ps, yes. Jobs.ps. 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Why I'm encouraging you because you are about to graduate. I'm encouraging you to keep them down, keep them on the favorites on your desktop or laptop, and visit them regularly from time to time. They are very important. And by the way, in my actual life, I hunted down more than two jobs by skimming these websites. They are very important. Okay? 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Classified ads, it means advertisements which are going to be classified according to their nature and so on. They have advantages. Advantages like what? Reaches wide audiences. Second, use if high turnover. Third, tend to overproduce under qualified candidates.", "tokens": [2743, 11, 321, 576, 411, 281, 751, 466, 20627, 10342, 13, 9471, 2587, 10342, 11, 309, 1355, 42897, 597, 366, 516, 281, 312, 20627, 4650, 281, 641, 3687, 293, 370, 322, 13, 814, 362, 14906, 13, 1999, 5219, 1660, 411, 437, 30, 1300, 13272, 4874, 15479, 13, 5736, 11, 764, 498, 1090, 37137, 13, 12548, 11, 3928, 281, 670, 14314, 384, 833, 15904, 11255, 13], "avg_logprob": -0.19874526018446143, "compression_ratio": 1.5728643216080402, "no_speech_prob": 0.0, "words": [{"start": 1341.54, "end": 1342.02, "word": " Also,", "probability": 0.56103515625}, {"start": 1342.18, "end": 1342.2, "word": " we", "probability": 0.84912109375}, {"start": 1342.2, "end": 1342.32, "word": " would", "probability": 0.79931640625}, {"start": 1342.32, "end": 1342.46, "word": " like", "probability": 0.9287109375}, {"start": 1342.46, "end": 1342.58, "word": " to", "probability": 0.9677734375}, {"start": 1342.58, "end": 1342.72, "word": " talk", "probability": 0.880859375}, {"start": 1342.72, "end": 1342.94, "word": " about", "probability": 0.9091796875}, {"start": 1342.94, "end": 1343.48, "word": " classified", "probability": 0.5595703125}, {"start": 1343.48, "end": 1343.92, "word": " ads.", "probability": 0.95703125}, {"start": 1344.76, "end": 1345.38, "word": " Classified", "probability": 0.868896484375}, {"start": 1345.38, "end": 1345.84, "word": " ads,", "probability": 0.91259765625}, {"start": 1346.7, "end": 1347.02, "word": " it", "probability": 0.8271484375}, {"start": 1347.02, "end": 1347.48, "word": " means", "probability": 0.91357421875}, {"start": 1347.48, "end": 1348.9, "word": " advertisements", "probability": 0.8095703125}, {"start": 1348.9, "end": 1349.32, "word": " which", "probability": 0.80810546875}, {"start": 1349.32, "end": 1349.52, "word": " are", "probability": 0.92041015625}, {"start": 1349.52, "end": 1349.72, "word": " going", "probability": 0.9453125}, {"start": 1349.72, "end": 1349.82, "word": " to", "probability": 0.970703125}, {"start": 1349.82, "end": 1349.94, "word": " be", "probability": 0.95703125}, {"start": 1349.94, "end": 1350.58, "word": " classified", "probability": 0.95947265625}, {"start": 1350.58, "end": 1351.6, "word": " according", "probability": 0.861328125}, {"start": 1351.6, "end": 1351.8, "word": " to", "probability": 0.96923828125}, {"start": 1351.8, "end": 1352.02, "word": " their", "probability": 0.95751953125}, {"start": 1352.02, "end": 1352.4, "word": " nature", "probability": 0.91357421875}, {"start": 1352.4, "end": 1352.62, "word": " and", "probability": 0.8017578125}, {"start": 1352.62, "end": 1352.8, "word": " so", "probability": 0.9453125}, {"start": 1352.8, "end": 1353.06, "word": " on.", "probability": 0.94482421875}, {"start": 1354.22, "end": 1354.44, "word": " They", "probability": 0.78369140625}, {"start": 1354.44, "end": 1354.68, "word": " have", "probability": 0.94677734375}, {"start": 1354.68, "end": 1355.24, "word": " advantages.", "probability": 0.9384765625}, {"start": 1355.34, "end": 1355.68, "word": " Advantages", "probability": 0.8312174479166666}, {"start": 1355.68, "end": 1355.92, "word": " like", "probability": 0.89404296875}, {"start": 1355.92, "end": 1356.2, "word": " what?", "probability": 0.88037109375}, {"start": 1356.6, "end": 1357.16, "word": " Reaches", "probability": 0.8291015625}, {"start": 1357.16, "end": 1357.54, "word": " wide", "probability": 0.468505859375}, {"start": 1357.54, "end": 1358.04, "word": " audiences.", "probability": 0.53662109375}, {"start": 1358.96, "end": 1359.38, "word": " Second,", "probability": 0.83056640625}, {"start": 1359.72, "end": 1360.08, "word": " use", "probability": 0.63525390625}, {"start": 1360.08, "end": 1360.28, "word": " if", "probability": 0.90869140625}, {"start": 1360.28, "end": 1360.5, "word": " high", "probability": 0.64697265625}, {"start": 1360.5, "end": 1360.74, "word": " turnover.", "probability": 0.76953125}, {"start": 1361.08, "end": 1361.42, "word": " Third,", "probability": 0.8974609375}, {"start": 1361.78, "end": 1362.08, "word": " tend", "probability": 0.7685546875}, {"start": 1362.08, "end": 1362.28, "word": " to", "probability": 0.96435546875}, {"start": 1362.28, "end": 1362.88, "word": " overproduce", "probability": 0.837890625}, {"start": 1362.88, "end": 1363.18, "word": " under", "probability": 0.90625}, {"start": 1363.18, "end": 1363.66, "word": " qualified", "probability": 0.83349609375}, {"start": 1363.66, "end": 1364.16, "word": " candidates.", "probability": 0.927734375}], "temperature": 1.0}, {"id": 52, "seek": 139203, "start": 1365.03, "end": 1392.03, "text": " Classified ads, advertisements of jobs which are relating to specific fields of professions. If you are looking for engineers, you are going to find the classified ads in, for example, engineering journals, engineering sites, engineering organizations. Also, sometimes you can attract the employees from you represent employees now. How? Familiar with the company products?", "tokens": [9471, 2587, 10342, 11, 42897, 295, 4782, 597, 366, 23968, 281, 2685, 7909, 295, 38129, 13, 759, 291, 366, 1237, 337, 11955, 11, 291, 366, 516, 281, 915, 264, 20627, 10342, 294, 11, 337, 1365, 11, 7043, 29621, 11, 7043, 7533, 11, 7043, 6150, 13, 2743, 11, 2171, 291, 393, 5049, 264, 6619, 490, 291, 2906, 6619, 586, 13, 1012, 30, 7342, 4600, 365, 264, 2237, 3383, 30], "avg_logprob": -0.2248641356177952, "compression_ratio": 1.6923076923076923, "no_speech_prob": 0.0, "words": [{"start": 1365.03, "end": 1365.71, "word": " Classified", "probability": 0.787109375}, {"start": 1365.71, "end": 1366.11, "word": " ads,", "probability": 0.6962890625}, {"start": 1366.99, "end": 1367.77, "word": " advertisements", "probability": 0.7314453125}, {"start": 1367.77, "end": 1368.23, "word": " of", "probability": 0.95263671875}, {"start": 1368.23, "end": 1368.57, "word": " jobs", "probability": 0.8857421875}, {"start": 1368.57, "end": 1368.93, "word": " 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Third, sales as a promotion, not require a lot of training because they know us. And finally, over rely on previous experience. Somebody is going to say, how am I going to rehire a current employee now? Over time? Okay, and sometimes? Another job offer? Two shifts? Promotion?", "tokens": [5736, 11, 436, 366, 516, 281, 8327, 1691, 30631, 13, 12548, 11, 5763, 382, 257, 15783, 11, 406, 3651, 257, 688, 295, 3097, 570, 436, 458, 505, 13, 400, 2721, 11, 670, 10687, 322, 3894, 1752, 13, 13463, 307, 516, 281, 584, 11, 577, 669, 286, 516, 281, 22355, 621, 257, 2190, 10738, 586, 30, 4886, 565, 30, 1033, 11, 293, 2171, 30, 3996, 1691, 2626, 30, 4453, 19201, 30, 15833, 19228, 30], "avg_logprob": -0.2960303933233828, "compression_ratio": 1.4977168949771689, "no_speech_prob": 0.0, "words": [{"start": 1392.86, "end": 1393.32, "word": " Second,", "probability": 0.47705078125}, {"start": 1393.72, "end": 1393.84, "word": " they", "probability": 0.81787109375}, {"start": 1393.84, "end": 1393.96, "word": " are", "probability": 0.7685546875}, {"start": 1393.96, "end": 1394.18, "word": " going", "probability": 0.93896484375}, {"start": 1394.18, "end": 1394.32, "word": " to", "probability": 0.96923828125}, {"start": 1394.32, "end": 1394.68, "word": " establish", 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Now listen, Japanese they are addicted to hire and to promote their current employees, especially if these positions are seniors. 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Therefore, their employment is going to be external rather than internal. But the Japanese prefer the internal jobs especially for the most important and senior positions.", "tokens": [440, 6280, 293, 264, 13231, 1602, 20366, 4382, 281, 5258, 420, 281, 5889, 777, 3390, 13, 7504, 11, 641, 11949, 307, 516, 281, 312, 8320, 2831, 813, 6920, 13, 583, 264, 5433, 4382, 264, 6920, 4782, 2318, 337, 264, 881, 1021, 293, 7965, 8432, 13], "avg_logprob": -0.25407609732254693, "compression_ratio": 1.4823529411764707, "no_speech_prob": 0.0, "words": [{"start": 1450.94, "end": 1451.22, "word": " The", "probability": 0.57568359375}, {"start": 1451.22, "end": 1451.8, "word": " Americans", "probability": 0.6611328125}, {"start": 1451.8, "end": 1452.1, "word": " and", "probability": 0.83740234375}, {"start": 1452.1, "end": 1452.2, "word": " the", "probability": 0.4833984375}, {"start": 1452.2, "end": 1453.0, "word": " westernized", "probability": 0.716552734375}, {"start": 1453.0, "end": 1454.7, "word": " farms", "probability": 0.49609375}, {"start": 1454.7, "end": 1456.48, "word": " prefer", "probability": 0.473388671875}, {"start": 1456.48, "end": 1457.16, "word": " to", "probability": 0.89990234375}, {"start": 1457.16, "end": 1458.42, "word": " produce", "probability": 0.8515625}, {"start": 1458.42, "end": 1458.62, "word": " or", "probability": 0.53759765625}, {"start": 1458.62, "end": 1458.78, "word": " to", "probability": 0.54541015625}, {"start": 1458.78, "end": 1459.08, "word": " pump", "probability": 0.7265625}, {"start": 1459.08, "end": 1460.12, "word": " new", "probability": 0.66259765625}, {"start": 1460.12, "end": 1460.62, "word": " blood.", "probability": 0.90234375}, {"start": 1461.32, "end": 1462.26, "word": " Therefore,", "probability": 0.8212890625}, {"start": 1462.6, "end": 1463.02, "word": " their", "probability": 0.916015625}, {"start": 1463.02, "end": 1463.52, "word": " employment", "probability": 0.91943359375}, {"start": 1463.52, "end": 1463.74, "word": " is", "probability": 0.81884765625}, {"start": 1463.74, "end": 1463.9, "word": " going", "probability": 0.890625}, {"start": 1463.9, "end": 1464.0, "word": " to", "probability": 0.9697265625}, {"start": 1464.0, "end": 1464.16, "word": " be", "probability": 0.91650390625}, {"start": 1464.16, "end": 1464.6, "word": " external", "probability": 0.90625}, {"start": 1464.6, "end": 1465.44, "word": " rather", "probability": 0.83056640625}, {"start": 1465.44, "end": 1466.0, "word": " than", "probability": 0.94921875}, {"start": 1466.0, "end": 1466.6, "word": " internal.", "probability": 0.89990234375}, {"start": 1467.96, "end": 1468.3, "word": " But", "probability": 0.85595703125}, {"start": 1468.3, "end": 1468.4, "word": " the", "probability": 0.86328125}, {"start": 1468.4, "end": 1468.94, "word": " Japanese", "probability": 0.84716796875}, {"start": 1468.94, "end": 1470.12, "word": " prefer", "probability": 0.80029296875}, {"start": 1470.12, "end": 1470.68, "word": " the", "probability": 0.52197265625}, {"start": 1470.68, "end": 1471.16, "word": " internal", "probability": 0.89892578125}, {"start": 1471.16, "end": 1471.52, "word": " jobs", "probability": 0.71923828125}, {"start": 1471.52, "end": 1472.04, "word": " especially", "probability": 0.65380859375}, {"start": 1472.04, "end": 1473.02, "word": " for", "probability": 0.90087890625}, {"start": 1473.02, "end": 1473.2, "word": " the", "probability": 0.87158203125}, {"start": 1473.2, "end": 1473.5, "word": " most", "probability": 0.89013671875}, {"start": 1473.5, "end": 1474.02, "word": " important", "probability": 0.8916015625}, {"start": 1474.02, "end": 1474.26, "word": " and", "probability": 0.90966796875}, {"start": 1474.26, "end": 1474.46, "word": " senior", "probability": 0.8212890625}, {"start": 1474.46, "end": 1474.92, "word": " positions.", "probability": 0.837890625}], "temperature": 1.0}, {"id": 56, "seek": 149735, "start": 1476.49, "end": 1497.35, "text": " So in this case, if you are going to hire, rehire prison employees, this means we are implementing promotions and we are imitating the Japanese styles, which is enjoying more than one advantages or characteristics, like these ones. Any questions or comments? Go on.", "tokens": [407, 294, 341, 1389, 11, 498, 291, 366, 516, 281, 11158, 11, 22355, 621, 6168, 6619, 11, 341, 1355, 321, 366, 18114, 42127, 293, 321, 366, 566, 16350, 264, 5433, 13273, 11, 597, 307, 9929, 544, 813, 472, 14906, 420, 10891, 11, 411, 613, 2306, 13, 2639, 1651, 420, 3053, 30, 1037, 322, 13], "avg_logprob": -0.27826705195687035, "compression_ratio": 1.502824858757062, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1476.49, "end": 1476.81, "word": " So", "probability": 0.662109375}, {"start": 1476.81, "end": 1476.99, "word": " in", "probability": 0.61669921875}, {"start": 1476.99, "end": 1477.23, "word": " this", "probability": 0.9404296875}, {"start": 1477.23, "end": 1477.65, "word": " case,", "probability": 0.9169921875}, {"start": 1477.83, "end": 1477.95, "word": " if", "probability": 0.921875}, {"start": 1477.95, "end": 1478.05, "word": " you", "probability": 0.73046875}, {"start": 1478.05, "end": 1478.17, "word": " are", "probability": 0.62451171875}, {"start": 1478.17, "end": 1478.39, "word": " going", "probability": 0.9296875}, {"start": 1478.39, "end": 1478.55, "word": " to", "probability": 0.97265625}, {"start": 1478.55, "end": 1478.83, "word": " hire,", "probability": 0.77294921875}, {"start": 1478.99, "end": 1479.41, "word": " rehire", "probability": 0.9208984375}, {"start": 1479.41, "end": 1479.75, "word": " prison", "probability": 0.38427734375}, {"start": 1479.75, "end": 1480.07, "word": " employees,", "probability": 0.5087890625}, {"start": 1480.47, "end": 1480.73, "word": " this", "probability": 0.85693359375}, {"start": 1480.73, "end": 1480.97, "word": " means", "probability": 0.94189453125}, {"start": 1480.97, "end": 1481.13, "word": " we", "probability": 0.76708984375}, {"start": 1481.13, "end": 1481.27, "word": " are", "probability": 0.923828125}, {"start": 1481.27, "end": 1481.71, "word": " implementing", "probability": 0.77001953125}, {"start": 1481.71, "end": 1482.73, "word": " promotions", "probability": 0.86279296875}, {"start": 1482.73, "end": 1484.13, "word": " and", "probability": 0.57177734375}, {"start": 1484.13, "end": 1484.29, "word": " we", "probability": 0.91259765625}, {"start": 1484.29, "end": 1484.49, "word": " are", "probability": 0.9306640625}, {"start": 1484.49, "end": 1484.95, "word": " imitating", "probability": 0.944091796875}, {"start": 1484.95, "end": 1485.57, "word": " the", "probability": 0.75146484375}, {"start": 1485.57, "end": 1485.87, "word": " Japanese", "probability": 0.8046875}, {"start": 1485.87, "end": 1486.39, "word": " styles,", "probability": 0.69873046875}, {"start": 1486.73, "end": 1487.05, "word": " which", "probability": 0.93603515625}, {"start": 1487.05, "end": 1487.21, "word": " is", "probability": 0.658203125}, {"start": 1487.21, "end": 1487.69, "word": " enjoying", "probability": 0.857421875}, {"start": 1487.69, "end": 1488.49, "word": " more", "probability": 0.931640625}, {"start": 1488.49, "end": 1488.69, "word": " than", "probability": 0.93896484375}, {"start": 1488.69, "end": 1488.89, "word": " one", "probability": 0.921875}, {"start": 1488.89, "end": 1489.37, "word": " advantages", "probability": 0.43701171875}, {"start": 1489.37, "end": 1489.57, "word": " or", "probability": 0.9267578125}, {"start": 1489.57, "end": 1490.07, "word": " characteristics,", "probability": 0.83349609375}, {"start": 1490.19, "end": 1490.51, "word": " like", "probability": 0.935546875}, {"start": 1490.51, "end": 1491.11, "word": " these", "probability": 0.8486328125}, {"start": 1491.11, "end": 1491.43, "word": " ones.", "probability": 0.90380859375}, {"start": 1495.17, "end": 1495.53, "word": " Any", "probability": 0.51220703125}, {"start": 1495.53, "end": 1495.81, "word": " questions", "probability": 0.4111328125}, {"start": 1495.81, "end": 1495.99, "word": " or", "probability": 0.7939453125}, {"start": 1495.99, "end": 1496.27, "word": " comments?", "probability": 0.880859375}, {"start": 1496.83, "end": 1497.15, "word": " Go", "probability": 0.9111328125}, {"start": 1497.15, "end": 1497.35, "word": " on.", "probability": 0.94140625}], "temperature": 1.0}, {"id": 57, "seek": 151504, "start": 1498.7, "end": 1515.04, "text": " Sometimes also we can recruit candidates, how? By contacting referrals or networking, whom they are familiar with the character of these candidates, who they know they are fitting for these positions. So we are going to contact them.", "tokens": [4803, 611, 321, 393, 15119, 11255, 11, 577, 30, 3146, 41482, 47444, 420, 17985, 11, 7101, 436, 366, 4963, 365, 264, 2517, 295, 613, 11255, 11, 567, 436, 458, 436, 366, 15669, 337, 613, 8432, 13, 407, 321, 366, 516, 281, 3385, 552, 13], "avg_logprob": -0.2128472195731269, "compression_ratio": 1.56, "no_speech_prob": 0.0, "words": [{"start": 1498.7, "end": 1499.2, "word": " Sometimes", "probability": 0.79296875}, {"start": 1499.2, "end": 1499.82, "word": " also", "probability": 0.58935546875}, {"start": 1499.82, "end": 1500.06, "word": " we", "probability": 0.765625}, {"start": 1500.06, "end": 1500.36, "word": " can", "probability": 0.93115234375}, {"start": 1500.36, "end": 1500.94, "word": " recruit", "probability": 0.89501953125}, {"start": 1500.94, "end": 1501.8, "word": " candidates,", "probability": 0.876953125}, {"start": 1501.96, "end": 1502.24, "word": " how?", "probability": 0.7705078125}, {"start": 1502.74, "end": 1502.98, "word": " By", "probability": 0.84814453125}, {"start": 1502.98, "end": 1503.46, "word": " contacting", "probability": 0.85302734375}, {"start": 1503.46, "end": 1503.96, "word": " referrals", "probability": 0.83935546875}, {"start": 1503.96, "end": 1504.9, "word": " or", "probability": 0.65283203125}, {"start": 1504.9, "end": 1505.46, "word": " networking,", "probability": 0.861328125}, {"start": 1506.06, "end": 1506.68, "word": " whom", "probability": 0.85498046875}, {"start": 1506.68, "end": 1506.88, "word": " they", "probability": 0.85595703125}, {"start": 1506.88, "end": 1507.04, "word": " are", "probability": 0.9365234375}, {"start": 1507.04, "end": 1507.44, "word": " familiar", "probability": 0.828125}, {"start": 1507.44, "end": 1507.7, "word": " with", "probability": 0.9091796875}, {"start": 1507.7, "end": 1507.86, "word": " the", "probability": 0.900390625}, {"start": 1507.86, "end": 1508.14, "word": " character", "probability": 0.7734375}, {"start": 1508.14, "end": 1508.4, "word": " of", "probability": 0.97021484375}, {"start": 1508.4, "end": 1508.58, "word": " these", "probability": 0.83837890625}, {"start": 1508.58, "end": 1509.06, "word": " candidates,", "probability": 0.8916015625}, {"start": 1509.92, "end": 1510.02, "word": " who", "probability": 0.76806640625}, {"start": 1510.02, "end": 1510.26, "word": " they", "probability": 0.86669921875}, {"start": 1510.26, "end": 1510.5, "word": " know", "probability": 0.88623046875}, {"start": 1510.5, "end": 1510.78, "word": " they", "probability": 0.7841796875}, {"start": 1510.78, "end": 1511.12, "word": " are", "probability": 0.92333984375}, {"start": 1511.12, "end": 1511.52, "word": " fitting", "probability": 0.8369140625}, {"start": 1511.52, "end": 1512.04, "word": " for", "probability": 0.9296875}, {"start": 1512.04, "end": 1512.4, "word": " these", "probability": 0.84375}, {"start": 1512.4, "end": 1512.86, "word": " positions.", "probability": 0.85498046875}, {"start": 1513.58, "end": 1513.86, "word": " So", "probability": 0.9306640625}, {"start": 1513.86, "end": 1514.04, "word": " we", "probability": 0.728515625}, {"start": 1514.04, "end": 1514.16, "word": " are", "probability": 0.900390625}, {"start": 1514.16, "end": 1514.34, "word": " going", "probability": 0.94580078125}, {"start": 1514.34, "end": 1514.48, "word": " to", "probability": 0.96630859375}, {"start": 1514.48, "end": 1514.78, "word": " contact", "probability": 0.93603515625}, {"start": 1514.78, "end": 1515.04, "word": " them.", "probability": 0.89404296875}], "temperature": 1.0}, {"id": 58, "seek": 153578, "start": 1515.98, "end": 1535.78, "text": " Reference means a person who already used to work with this candidate, and a person who knows that this person can function and can fulfill the responsibilities of the current position. Take this scenario and tell me how you are going to act as HR. Imagine a man", "tokens": [36889, 655, 1355, 257, 954, 567, 1217, 1143, 281, 589, 365, 341, 11532, 11, 293, 257, 954, 567, 3255, 300, 341, 954, 393, 2445, 293, 393, 13875, 264, 16190, 295, 264, 2190, 2535, 13, 3664, 341, 9005, 293, 980, 385, 577, 291, 366, 516, 281, 605, 382, 19460, 13, 11739, 257, 587], "avg_logprob": -0.24867334005967626, "compression_ratio": 1.5202312138728324, "no_speech_prob": 0.0, "words": [{"start": 1515.98, "end": 1516.54, "word": " Reference", "probability": 0.6309814453125}, {"start": 1516.54, "end": 1516.84, "word": " means", "probability": 0.791015625}, {"start": 1516.84, "end": 1517.54, "word": " a", "probability": 0.802734375}, {"start": 1517.54, "end": 1517.94, "word": " person", "probability": 0.9375}, {"start": 1517.94, "end": 1518.2, "word": " who", "probability": 0.90625}, {"start": 1518.2, "end": 1518.68, "word": " already", "probability": 0.890625}, {"start": 1518.68, "end": 1519.36, "word": " used", "probability": 0.8818359375}, {"start": 1519.36, "end": 1519.56, "word": " to", "probability": 0.96875}, {"start": 1519.56, "end": 1519.9, "word": " work", "probability": 0.9287109375}, {"start": 1519.9, "end": 1520.16, "word": " with", "probability": 0.88330078125}, {"start": 1520.16, "end": 1520.36, "word": " this", "probability": 0.89697265625}, {"start": 1520.36, "end": 1520.84, "word": " candidate,", "probability": 0.81591796875}, {"start": 1521.68, "end": 1521.7, "word": " and", "probability": 0.369873046875}, {"start": 1521.7, "end": 1521.88, "word": " a", "probability": 0.8662109375}, {"start": 1521.88, "end": 1522.26, "word": " person", "probability": 0.93603515625}, {"start": 1522.26, "end": 1522.56, "word": " who", "probability": 0.8984375}, {"start": 1522.56, "end": 1523.14, "word": " knows", "probability": 0.82373046875}, {"start": 1523.14, "end": 1523.44, "word": " that", "probability": 0.88720703125}, {"start": 1523.44, "end": 1523.68, "word": " this", "probability": 0.92041015625}, {"start": 1523.68, "end": 1524.2, "word": " person", "probability": 0.9189453125}, {"start": 1524.2, "end": 1525.34, "word": " can", "probability": 0.9326171875}, {"start": 1525.34, "end": 1525.92, "word": " function", "probability": 0.93408203125}, {"start": 1525.92, "end": 1526.5, "word": " and", "probability": 0.91455078125}, {"start": 1526.5, "end": 1526.78, "word": " can", "probability": 0.578125}, {"start": 1526.78, "end": 1527.08, "word": " fulfill", "probability": 0.64306640625}, {"start": 1527.08, "end": 1527.3, "word": " the", "probability": 0.90966796875}, {"start": 1527.3, "end": 1527.88, "word": " responsibilities", "probability": 0.9140625}, {"start": 1527.88, "end": 1528.4, "word": " of", "probability": 0.962890625}, {"start": 1528.4, "end": 1528.54, "word": " the", "probability": 0.857421875}, {"start": 1528.54, "end": 1528.72, "word": " current", "probability": 0.865234375}, {"start": 1528.72, "end": 1529.16, "word": " position.", "probability": 0.91162109375}, {"start": 1530.48, "end": 1530.74, "word": " Take", "probability": 0.244384765625}, {"start": 1530.74, "end": 1531.06, "word": " this", "probability": 0.64404296875}, {"start": 1531.06, "end": 1531.42, "word": " scenario", "probability": 0.85302734375}, {"start": 1531.42, "end": 1531.54, "word": " and", "probability": 0.609375}, {"start": 1531.54, "end": 1531.68, "word": " tell", "probability": 0.78564453125}, {"start": 1531.68, "end": 1531.84, "word": " me", "probability": 0.94775390625}, {"start": 1531.84, "end": 1531.98, "word": " how", "probability": 0.9169921875}, {"start": 1531.98, "end": 1532.1, "word": " you", "probability": 0.833984375}, {"start": 1532.1, "end": 1532.2, "word": " are", "probability": 0.7578125}, {"start": 1532.2, "end": 1532.36, "word": " going", "probability": 0.94873046875}, {"start": 1532.36, "end": 1532.48, "word": " to", "probability": 0.96728515625}, {"start": 1532.48, "end": 1532.76, "word": " act", "probability": 0.921875}, {"start": 1532.76, "end": 1533.56, "word": " as", "probability": 0.595703125}, {"start": 1533.56, "end": 1533.8, "word": " HR.", "probability": 0.94580078125}, {"start": 1534.94, "end": 1535.38, "word": " Imagine", "probability": 0.83154296875}, {"start": 1535.38, "end": 1535.58, "word": " a", "probability": 0.931640625}, {"start": 1535.58, "end": 1535.78, "word": " man", "probability": 0.9130859375}], "temperature": 1.0}, {"id": 59, "seek": 155565, "start": 1536.69, "end": 1555.65, "text": " She applied for us with her CV. She is mentioning three referrals whom she knows or whom they know her and they already worked with her. As HR should we be satisfied by the current referrals whom she is going to provide to us in our or in her CV?", "tokens": [1240, 6456, 337, 505, 365, 720, 22995, 13, 1240, 307, 18315, 1045, 47444, 7101, 750, 3255, 420, 7101, 436, 458, 720, 293, 436, 1217, 2732, 365, 720, 13, 1018, 19460, 820, 321, 312, 11239, 538, 264, 2190, 47444, 7101, 750, 307, 516, 281, 2893, 281, 505, 294, 527, 420, 294, 720, 22995, 30], "avg_logprob": -0.2090567104794361, "compression_ratio": 1.5341614906832297, "no_speech_prob": 0.0, "words": [{"start": 1536.69, "end": 1536.95, "word": " She", "probability": 0.46923828125}, {"start": 1536.95, "end": 1537.27, "word": " applied", "probability": 0.77294921875}, {"start": 1537.27, "end": 1537.49, "word": " for", "probability": 0.9375}, {"start": 1537.49, "end": 1537.81, "word": " us", "probability": 0.8720703125}, {"start": 1537.81, "end": 1538.07, "word": " with", "probability": 0.2724609375}, {"start": 1538.07, "end": 1538.29, "word": " her", "probability": 0.93994140625}, {"start": 1538.29, "end": 1538.59, "word": " CV.", "probability": 0.96484375}, {"start": 1539.43, "end": 1539.69, "word": " She", "probability": 0.8515625}, {"start": 1539.69, "end": 1539.85, "word": " is", "probability": 0.84521484375}, {"start": 1539.85, "end": 1540.19, "word": " mentioning", "probability": 0.81884765625}, {"start": 1540.19, "end": 1540.47, "word": " three", "probability": 0.54248046875}, {"start": 1540.47, "end": 1540.89, "word": " referrals", "probability": 0.9052734375}, {"start": 1540.89, "end": 1541.67, "word": " whom", "probability": 0.5361328125}, {"start": 1541.67, "end": 1541.91, "word": " she", "probability": 0.90283203125}, {"start": 1541.91, "end": 1542.33, "word": " knows", "probability": 0.81640625}, {"start": 1542.33, "end": 1542.65, "word": " or", "probability": 0.8759765625}, {"start": 1542.65, "end": 1543.33, "word": " whom", "probability": 0.93408203125}, {"start": 1543.33, "end": 1543.51, "word": " they", "probability": 0.89208984375}, {"start": 1543.51, "end": 1543.73, "word": " know", "probability": 0.85498046875}, {"start": 1543.73, "end": 1544.07, "word": " her", "probability": 0.916015625}, {"start": 1544.07, "end": 1544.67, "word": " and", "probability": 0.73486328125}, {"start": 1544.67, "end": 1544.83, "word": " they", "probability": 0.7578125}, {"start": 1544.83, "end": 1545.15, "word": " already", "probability": 0.84423828125}, {"start": 1545.15, "end": 1545.39, "word": " worked", "probability": 0.861328125}, {"start": 1545.39, "end": 1545.55, "word": " with", "probability": 0.8984375}, {"start": 1545.55, "end": 1545.83, "word": " her.", "probability": 0.93896484375}, {"start": 1547.53, "end": 1548.05, "word": " As", "probability": 0.9404296875}, {"start": 1548.05, "end": 1548.45, "word": " HR", "probability": 0.98046875}, {"start": 1548.45, "end": 1550.03, "word": " should", "probability": 0.57568359375}, {"start": 1550.03, "end": 1550.23, "word": " we", "probability": 0.93408203125}, {"start": 1550.23, "end": 1550.41, "word": " be", "probability": 0.9345703125}, {"start": 1550.41, "end": 1550.85, "word": " satisfied", "probability": 0.87548828125}, {"start": 1550.85, "end": 1551.23, "word": " by", "probability": 0.89501953125}, {"start": 1551.23, "end": 1551.41, "word": " the", "probability": 0.90966796875}, {"start": 1551.41, "end": 1551.87, "word": " current", "probability": 0.892578125}, {"start": 1551.87, "end": 1552.59, "word": " referrals", "probability": 0.818359375}, {"start": 1552.59, "end": 1552.93, "word": " whom", "probability": 0.958984375}, {"start": 1552.93, "end": 1553.09, "word": " she", "probability": 0.91357421875}, {"start": 1553.09, "end": 1553.21, "word": " is", "probability": 0.70703125}, {"start": 1553.21, "end": 1553.37, "word": " going", "probability": 0.93896484375}, {"start": 1553.37, "end": 1553.47, "word": " to", "probability": 0.96923828125}, {"start": 1553.47, "end": 1553.77, "word": " provide", "probability": 0.95068359375}, {"start": 1553.77, "end": 1553.91, "word": " to", "probability": 0.822265625}, {"start": 1553.91, "end": 1554.09, "word": " us", "probability": 0.93310546875}, {"start": 1554.09, "end": 1554.27, "word": " in", "probability": 0.8671875}, {"start": 1554.27, "end": 1554.51, "word": " our", "probability": 0.771484375}, {"start": 1554.51, "end": 1555.07, "word": " or", "probability": 0.81640625}, {"start": 1555.07, "end": 1555.23, "word": " in", "probability": 0.8291015625}, {"start": 1555.23, "end": 1555.41, "word": " her", "probability": 0.947265625}, {"start": 1555.41, "end": 1555.65, "word": " CV?", "probability": 0.9892578125}], "temperature": 1.0}, {"id": 60, "seek": 158364, "start": 1556.62, "end": 1583.64, "text": " The answer is no. Why? Because of the time, the applicant or the candidate is going to provide you with three referrals who are going to talk positively on behalf of him or her. What should we do? How? By adopting the technique which is called snowball. How?", "tokens": [440, 1867, 307, 572, 13, 1545, 30, 1436, 295, 264, 565, 11, 264, 30915, 420, 264, 11532, 307, 516, 281, 2893, 291, 365, 1045, 47444, 567, 366, 516, 281, 751, 25795, 322, 9490, 295, 796, 420, 720, 13, 708, 820, 321, 360, 30, 1012, 30, 3146, 32328, 264, 6532, 597, 307, 1219, 46143, 13, 1012, 30], "avg_logprob": -0.19380482456140352, "compression_ratio": 1.446927374301676, "no_speech_prob": 0.0, "words": [{"start": 1556.62, "end": 1556.86, "word": " The", "probability": 0.59619140625}, {"start": 1556.86, "end": 1557.12, "word": " answer", "probability": 0.95361328125}, {"start": 1557.12, "end": 1557.36, "word": " is", "probability": 0.94091796875}, {"start": 1557.36, "end": 1557.6, "word": " no.", "probability": 0.451904296875}, {"start": 1558.56, "end": 1558.88, "word": " Why?", "probability": 0.78564453125}, {"start": 1559.52, "end": 1559.8, "word": " Because", "probability": 0.82421875}, {"start": 1559.8, "end": 1559.94, "word": " of", "probability": 0.80322265625}, {"start": 1559.94, "end": 1560.1, "word": " the", "probability": 0.87646484375}, {"start": 1560.1, "end": 1560.44, "word": " time,", "probability": 0.828125}, {"start": 1560.6, "end": 1560.72, "word": " the", "probability": 0.87451171875}, {"start": 1560.72, "end": 1561.08, "word": " applicant", "probability": 0.93310546875}, {"start": 1561.08, "end": 1561.46, "word": " or", "probability": 0.87060546875}, {"start": 1561.46, "end": 1561.62, "word": " the", "probability": 0.83984375}, {"start": 1561.62, "end": 1561.92, "word": " candidate", "probability": 0.82275390625}, {"start": 1561.92, "end": 1562.18, "word": " is", "probability": 0.87255859375}, {"start": 1562.18, "end": 1562.34, "word": " going", "probability": 0.9384765625}, {"start": 1562.34, "end": 1562.46, "word": " to", "probability": 0.97119140625}, {"start": 1562.46, "end": 1562.84, "word": " provide", "probability": 0.95458984375}, {"start": 1562.84, "end": 1563.1, "word": " you", "probability": 0.94677734375}, {"start": 1563.1, "end": 1563.46, "word": " with", "probability": 0.8935546875}, {"start": 1563.46, "end": 1563.78, "word": " three", "probability": 0.50390625}, {"start": 1563.78, "end": 1564.22, "word": " referrals", "probability": 0.91796875}, {"start": 1564.22, "end": 1565.34, "word": " who", "probability": 0.75439453125}, {"start": 1565.34, "end": 1565.7, "word": " are", "probability": 0.89599609375}, {"start": 1565.7, "end": 1566.04, "word": " going", "probability": 0.935546875}, {"start": 1566.04, "end": 1566.26, "word": " to", "probability": 0.96630859375}, {"start": 1566.26, "end": 1566.52, "word": " talk", "probability": 0.8408203125}, {"start": 1566.52, "end": 1567.08, "word": " positively", "probability": 0.9404296875}, {"start": 1567.08, "end": 1567.36, "word": " on", "probability": 0.92822265625}, {"start": 1567.36, "end": 1567.64, "word": " behalf", "probability": 0.9697265625}, {"start": 1567.64, "end": 1567.8, "word": " of", "probability": 0.9697265625}, {"start": 1567.8, "end": 1568.08, "word": " him", "probability": 0.72998046875}, {"start": 1568.08, "end": 1568.44, "word": " or", "probability": 0.7138671875}, {"start": 1568.44, "end": 1568.8, "word": " her.", "probability": 0.974609375}, {"start": 1570.6, "end": 1570.96, "word": " What", "probability": 0.298828125}, {"start": 1570.96, "end": 1571.26, "word": " should", "probability": 0.95361328125}, {"start": 1571.26, "end": 1571.38, "word": " we", "probability": 0.931640625}, {"start": 1571.38, "end": 1571.66, "word": " do?", "probability": 0.96240234375}, {"start": 1574.5, "end": 1575.08, "word": " How?", "probability": 0.72021484375}, {"start": 1580.38, "end": 1580.96, "word": " By", "probability": 0.720703125}, {"start": 1580.96, "end": 1581.5, "word": " adopting", "probability": 0.9169921875}, {"start": 1581.5, "end": 1581.8, "word": " the", "probability": 0.85107421875}, {"start": 1581.8, "end": 1582.16, "word": " technique", "probability": 0.9072265625}, {"start": 1582.16, "end": 1582.36, "word": " which", "probability": 0.78466796875}, {"start": 1582.36, "end": 1582.52, "word": " is", "probability": 0.94873046875}, {"start": 1582.52, "end": 1582.74, "word": " called", "probability": 0.89697265625}, {"start": 1582.74, "end": 1583.16, "word": " snowball.", "probability": 0.73876953125}, {"start": 1583.36, "end": 1583.64, "word": " How?", "probability": 0.9482421875}], "temperature": 1.0}, {"id": 61, "seek": 160960, "start": 1584.84, "end": 1609.6, "text": " Yes, if a man is mentioning for example that Amna is one of her referrals, we are going to pick up the phone and we are going to contact Amna. Amna, how are you? Etc. Etc. Do you know a candidate whose name is Iman? Etc. How do you know her? What were her responsibilities? How do you think of her character? And so on. And before closing the conversation with her, Amna, would you mind to provide us with another name who used to work with Amany or Iman?", "tokens": [1079, 11, 498, 257, 587, 307, 18315, 337, 1365, 300, 2012, 629, 307, 472, 295, 720, 47444, 11, 321, 366, 516, 281, 1888, 493, 264, 2593, 293, 321, 366, 516, 281, 3385, 2012, 629, 13, 2012, 629, 11, 577, 366, 291, 30, 3790, 66, 13, 3790, 66, 13, 1144, 291, 458, 257, 11532, 6104, 1315, 307, 286, 1601, 30, 3790, 66, 13, 1012, 360, 291, 458, 720, 30, 708, 645, 720, 16190, 30, 1012, 360, 291, 519, 295, 720, 2517, 30, 400, 370, 322, 13, 400, 949, 10377, 264, 3761, 365, 720, 11, 2012, 629, 11, 576, 291, 1575, 281, 2893, 505, 365, 1071, 1315, 567, 1143, 281, 589, 365, 2012, 1325, 420, 286, 1601, 30], "avg_logprob": -0.18082265008209097, "compression_ratio": 1.7272727272727273, "no_speech_prob": 0.0, "words": [{"start": 1584.8400000000001, "end": 1585.2, "word": " Yes,", "probability": 0.73974609375}, {"start": 1585.92, "end": 1586.12, "word": " 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If the new statement from the new referral confirms the answer of Amna, this means that she is in the safe ground. But if the new statement isn't matching with the statement of Amna, then a red flag must be raised, which means we need to search more and more. That's it.", "tokens": [1240, 307, 516, 281, 2893, 505, 365, 257, 777, 33494, 2051, 365, 702, 420, 720, 2593, 1230, 300, 1943, 380, 10052, 294, 720, 22995, 13, 759, 264, 777, 5629, 490, 264, 777, 33494, 39982, 264, 1867, 295, 2012, 629, 11, 341, 1355, 300, 750, 307, 294, 264, 3273, 2727, 13, 583, 498, 264, 777, 5629, 1943, 380, 14324, 365, 264, 5629, 295, 2012, 629, 11, 550, 257, 2182, 7166, 1633, 312, 6005, 11, 597, 1355, 321, 643, 281, 3164, 544, 293, 544, 13, 663, 311, 309, 13], "avg_logprob": -0.1476384944875132, "compression_ratio": 1.7285067873303168, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1610.7, "end": 1610.96, "word": " She", "probability": 0.5234375}, {"start": 1610.96, "end": 1611.08, "word": " is", "probability": 0.54736328125}, {"start": 1611.08, "end": 1611.28, "word": " going", "probability": 0.9306640625}, {"start": 1611.28, "end": 1611.42, "word": " to", "probability": 0.97021484375}, {"start": 1611.42, "end": 1611.64, "word": " provide", 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Any question or comments about that? This is very important. Don't ever be satisfied by the statements which you are going to get from the referrals who are listed in the CV of the candidate. Clear? One thing which is important. All the time remember, your GPA, your transcript, your certificate.", "tokens": [14993, 30, 2639, 1168, 420, 3053, 466, 300, 30, 639, 307, 588, 1021, 13, 1468, 380, 1562, 312, 11239, 538, 264, 12363, 597, 291, 366, 516, 281, 483, 490, 264, 47444, 567, 366, 10052, 294, 264, 22995, 295, 264, 11532, 13, 14993, 30, 1485, 551, 597, 307, 1021, 13, 1057, 264, 565, 1604, 11, 428, 41321, 11, 428, 24444, 11, 428, 15953, 13], "avg_logprob": -0.21582031063735485, "compression_ratio": 1.5276381909547738, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1641.11, "end": 1641.45, "word": " Clear?", "probability": 0.59326171875}, {"start": 1642.17, "end": 1642.37, "word": " Any", "probability": 0.7919921875}, {"start": 1642.37, "end": 1642.71, "word": " question", "probability": 0.55322265625}, {"start": 1642.71, "end": 1642.83, "word": " or", "probability": 0.560546875}, {"start": 1642.83, "end": 1643.07, "word": " comments", "probability": 0.57275390625}, {"start": 1643.07, "end": 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Because of this, you as HR, all these things, sometimes they might be misleading. Sometimes they might be misleading. 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"end": 1722.95, "text": " We have to dig in the character of this candidate. How? By a good referral check. Employment chances, sometimes we might not attract candidates. Who are going to attract the candidates? Employment chances. When can we depend on this technique? If our firm is small and we do not have HR department.", "tokens": [492, 362, 281, 2528, 294, 264, 2517, 295, 341, 11532, 13, 1012, 30, 3146, 257, 665, 33494, 1520, 13, 26878, 518, 10486, 11, 2171, 321, 1062, 406, 5049, 11255, 13, 2102, 366, 516, 281, 5049, 264, 11255, 30, 26878, 518, 10486, 13, 1133, 393, 321, 5672, 322, 341, 6532, 30, 759, 527, 6174, 307, 1359, 293, 321, 360, 406, 362, 19460, 5882, 13], "avg_logprob": -0.20190430409274995, "compression_ratio": 1.5736842105263158, "no_speech_prob": 0.0, "words": [{"start": 1697.79, "end": 1698.03, "word": " We", "probability": 0.54931640625}, {"start": 1698.03, "end": 1698.17, "word": " have", "probability": 0.837890625}, {"start": 1698.17, "end": 1698.29, "word": " to", "probability": 0.9716796875}, {"start": 1698.29, "end": 1698.47, "word": " dig", "probability": 0.794921875}, {"start": 1698.47, "end": 1698.65, "word": " in", "probability": 0.822265625}, {"start": 1698.65, "end": 1698.89, "word": " the", "probability": 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This technique is very widely applicable in the Gulf States and in America. But here in Palestine, we do not follow it. A third technique is school and colleges. How? 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Number one, she lived with us for about four months and we know each other very good way.", "tokens": [1407, 3496, 3097, 294, 257, 2685, 2237, 420, 4475, 1062, 1269, 264, 2853, 337, 291, 281, 483, 257, 10996, 1691, 934, 428, 15652, 13, 5126, 295, 264, 16744, 436, 366, 516, 281, 584, 321, 576, 411, 281, 3188, 720, 11, 983, 30, 5118, 472, 11, 750, 5152, 365, 505, 337, 466, 1451, 2493, 293, 321, 458, 1184, 661, 588, 665, 636, 13], "avg_logprob": -0.18179563019010755, "compression_ratio": 1.4825870646766168, "no_speech_prob": 0.0, "words": [{"start": 1827.19, "end": 1827.41, "word": " To", "probability": 0.62451171875}, {"start": 1827.41, "end": 1827.71, "word": " spend", "probability": 0.84814453125}, {"start": 1827.71, "end": 1828.21, "word": " training", "probability": 0.7470703125}, {"start": 1828.21, "end": 1828.39, "word": " in", "probability": 0.88134765625}, {"start": 1828.39, "end": 1828.51, "word": " a", "probability": 0.9404296875}, {"start": 1828.51, "end": 1828.81, "word": " 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Therefore, be smart for selecting the organization which you would like to train in, and all the time try to demonstrate yourself in your retraining period. Any questions? Any comments? I am not speaking or talking hypothetically. 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Okay, let's go to the customer, let's go on to something else. This is read it at your home, look at this. This is a roadmap for how we are going to build our recruitment process. Our recruitment process all the time, it begins by advertisement. 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If we are going to compare the Americans with the Japanese and the Chinese, they are different. The Japanese and Chinese, they are similar to us. They believe in the culture of saving. Therefore, the American, even if they are employed, if they would like to purchase a car or if they would like to get married or if they would like to buy a house, they are going to need what?", "tokens": [814, 362, 472, 49923, 11, 597, 307, 11, 436, 360, 406, 3155, 13, 759, 321, 366, 516, 281, 6794, 264, 6280, 365, 264, 5433, 293, 264, 4649, 11, 436, 366, 819, 13, 440, 5433, 293, 4649, 11, 436, 366, 2531, 281, 505, 13, 814, 1697, 294, 264, 3713, 295, 6816, 13, 7504, 11, 264, 2665, 11, 754, 498, 436, 366, 20115, 11, 498, 436, 576, 411, 281, 8110, 257, 1032, 420, 498, 436, 576, 411, 281, 483, 5259, 420, 498, 436, 576, 411, 281, 2256, 257, 1782, 11, 436, 366, 516, 281, 643, 437, 30], "avg_logprob": -0.18945311894640326, "compression_ratio": 1.9411764705882353, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1995.62, "end": 1995.9, "word": " They", "probability": 0.54931640625}, {"start": 1995.9, "end": 1996.16, "word": " have", "probability": 0.90673828125}, {"start": 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And the loan is going to come from the bank and this is going to be reflected by his or her credit history. The credit history and the loan, all of them are connected with one word which is called social security number. And the social security number in America is equivalent to what we have here which is ID number.", "tokens": [316, 10529, 13, 400, 264, 10529, 307, 516, 281, 808, 490, 264, 3765, 293, 341, 307, 516, 281, 312, 15502, 538, 702, 420, 720, 5397, 2503, 13, 440, 5397, 2503, 293, 264, 10529, 11, 439, 295, 552, 366, 4582, 365, 472, 1349, 597, 307, 1219, 2093, 3825, 1230, 13, 400, 264, 2093, 3825, 1230, 294, 3374, 307, 10344, 281, 437, 321, 362, 510, 597, 307, 7348, 1230, 13], "avg_logprob": -0.21773097480552783, "compression_ratio": 1.7717391304347827, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 2023.78, "end": 2024.04, "word": " A", "probability": 0.6318359375}, {"start": 2024.04, "end": 2024.34, "word": " loan.", "probability": 0.91650390625}, {"start": 2024.98, "end": 2025.18, "word": " And", "probability": 0.432861328125}, {"start": 2025.18, "end": 2025.26, "word": " the", "probability": 0.65185546875}, {"start": 2025.26, "end": 2025.42, "word": " loan", "probability": 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the candidates. If the history shows, of course all the histories, they are going to include what? Loan histories. This is their culture. 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So how should we expect he is going to organize his professional work in our company? Therefore, they are going to delete him or her from the candidacy. In contrast with the Americans who are paying regularly their own credits and loans. Clear? 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Now, after they are going to pass this barrier of the checking background, we are going to look at a complete psychological and chemical test, which isn't applicable here. What is applicable is a test. And the test, all the time it comes before, this is in our culture. 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Somebody is going to say, why do we need to make extra secondary interview? If the members of the interviewers do not have a collective decision. In other words, two interviewers said we need this person and the third said no. 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And later on we are going to make offer, the offer of employment and then we are going to make physical examination. Physical examination is something very important. 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We explained this last time. Therefore, you must insist on subjecting all the candidates on strict physical examination. And finally, the options are wide, sometimes any failure.", "tokens": [639, 307, 257, 24069, 6146, 13, 492, 8825, 341, 1036, 565, 13, 7504, 11, 291, 1633, 13466, 322, 3983, 278, 439, 264, 11255, 322, 10910, 4001, 23874, 13, 400, 2721, 11, 264, 3956, 366, 4874, 11, 2171, 604, 7763, 13], "avg_logprob": -0.2808688908088498, "compression_ratio": 1.36, "no_speech_prob": 0.0, "words": [{"start": 2205.93, "end": 2206.27, "word": " This", "probability": 0.470703125}, {"start": 2206.27, "end": 2206.37, "word": " is", "probability": 0.91015625}, {"start": 2206.37, "end": 2206.51, "word": " a", "probability": 0.90380859375}, {"start": 2206.51, "end": 2206.69, "word": " fatal", "probability": 0.96875}, {"start": 2206.69, "end": 2207.11, "word": " mistake.", "probability": 0.93994140625}, {"start": 2207.29, "end": 2207.43, "word": " We", "probability": 0.78759765625}, {"start": 2207.43, "end": 2207.85, "word": " explained", "probability": 0.74853515625}, {"start": 2207.85, "end": 2208.15, "word": " this", "probability": 0.82275390625}, {"start": 2208.15, "end": 2208.47, "word": " last", "probability": 0.8681640625}, {"start": 2208.47, "end": 2208.77, "word": " time.", "probability": 0.8701171875}, {"start": 2209.81, "end": 2210.25, "word": " Therefore,", "probability": 0.65478515625}, {"start": 2210.41, "end": 2210.53, "word": " you", "probability": 0.9365234375}, {"start": 2210.53, "end": 2210.85, "word": " must", "probability": 0.84814453125}, {"start": 2210.85, "end": 2211.35, "word": " insist", "probability": 0.92529296875}, {"start": 2211.35, "end": 2211.81, "word": " on", "probability": 0.91943359375}, {"start": 2211.81, "end": 2212.55, "word": " subjecting", "probability": 0.977783203125}, {"start": 2212.55, "end": 2212.73, "word": " all", "probability": 0.91748046875}, {"start": 2212.73, "end": 2212.87, "word": " the", "probability": 0.70654296875}, {"start": 2212.87, "end": 2213.17, "word": " candidates", "probability": 0.9248046875}, {"start": 2213.17, "end": 2213.47, "word": " on", "probability": 0.6767578125}, {"start": 2213.47, "end": 2213.97, "word": " strict", "probability": 0.919921875}, {"start": 2213.97, "end": 2214.93, "word": " physical", "probability": 0.8388671875}, {"start": 2214.93, "end": 2215.45, "word": " examination.", "probability": 0.64599609375}, {"start": 2216.69, "end": 2216.79, "word": " And", "probability": 0.486083984375}, {"start": 2216.79, "end": 2217.27, "word": " finally,", "probability": 0.82958984375}, {"start": 2220.81, "end": 2221.53, "word": " the", "probability": 0.419189453125}, {"start": 2221.53, "end": 2222.49, "word": " options", "probability": 0.9208984375}, {"start": 2222.49, "end": 2222.91, "word": " are", "probability": 0.91552734375}, {"start": 2222.91, "end": 2223.45, "word": " wide,", "probability": 0.7138671875}, {"start": 2223.57, "end": 2224.25, "word": " sometimes", "probability": 0.87060546875}, {"start": 2224.25, "end": 2225.01, "word": " any", "probability": 0.273193359375}, {"start": 2225.01, "end": 2225.45, "word": " failure.", "probability": 0.92333984375}], "temperature": 1.0}, {"id": 86, "seek": 225508, "start": 2226.38, "end": 2255.08, "text": " And one out of the previous steps might lead to rejection. Or sometimes we are going to lead him and hire him or her. So this is the roadmap for selection. Final thing. Let's repeat what we said. Application. Why do we need application? To get one thing, which is information. 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Information is required by what management? We are talking about two kinds of information. Number one, we called it education background. And number two, we called it employment record. These are the most important things which we are looking for. These are the two important kinds of information which we are looking for in the application. Final word, final advice. So this is very important. 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They are going to lie, they are not going to say the truth. Why? For various reasons. Then as HR, how we are going to reveal if they are honest or dishonest? 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If their answers are unsystematic, it means they are dishonest. So, your advice is the following. When you are going to fill an application to apply for a job, before you are going to be invited to an interview, please read the application once again. 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2266.4662499999913} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..c5fa08ccc325211db2703265289da7594a1ed7e9 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/GatulSrQj9I_postprocess.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_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..f0930807fe8148e7509dea7f0dffb59848f88e57 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/KpLz9TeL2Qc_raw.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/M-HezdT_Xak_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/M-HezdT_Xak_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..84757f0a1b6413f60212f15ee28310314336f032 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/M-HezdT_Xak_postprocess.srt @@ -0,0 +1,2248 @@ +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 the sales management. Part number two + +4 +00:00:32,840 --> 00:00:37,180 +as you can see it is entitled please 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 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 the 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 covering 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. The third, we are going to talk + +22 +00:01:32,910 --> 00:01:35,370 +about the building account relationship. And + +23 +00:01:35,370 --> 00:01:38,010 +finally, we will conclude by 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'm satisfied for + +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 do we need, + +44 +00:02:57,730 --> 00:02:59,550 +what kind of the product which 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 which is matching with 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 +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, is it 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 for + +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 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 the email participation + +72 +00:04:36,510 --> 00:04:41,430 +or access 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 I am + +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 +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 +about 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 type, we are talking about + +85 +00:05:20,570 --> 00:05:23,310 +Apple type, we are talking about Samsung type 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 of 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 Nokia or 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, 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 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 at here, + +118 +00:07:16,650 --> 00:07:19,150 +all the time sales persons they 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 or 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 to 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 +her hand on the product or the service which she + +141 +00:08:47,300 --> 00:08:52,800 +needs. Later on, under that stage number two, also + +142 +00:08:52,800 --> 00:08:54,800 +sales persons they 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 sales person 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. 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 they 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 till now 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 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 purchase decision. + +166 +00:10:23,010 --> 00:10:25,670 +Under the purchase decision, the sales persons + +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 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 +convenient way to buy 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 the final stage, if you are + +183 +00:11:34,470 --> 00:11:36,850 +going to look at the salesperson, salesperson + +184 +00:11:36,850 --> 00:11:39,550 +here, he or she 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 is going to be under this stage. + +193 +00:12:13,470 --> 00:12:15,670 +Sometimes a second customer is going to be under + +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 imposing on us as a sales agency to + +198 +00:12:29,990 --> 00:12:34,290 +equip and prepare our sales staff member to be + +199 +00:12:34,290 --> 00:12:36,970 +able to respond and to contribute and to answer + +200 +00:12:36,970 --> 00:12:41,630 +any question which might be raised under any one + +201 +00:12:41,630 --> 00:12:46,250 +of these four stages. Any questions? Any comments + +202 +00:12:46,250 --> 00:12:52,970 +about this? Any question? It's clear. Now let's + +203 +00:12:52,970 --> 00:12:57,880 +move on. In the coming three slides, we are going + +204 +00:12:57,880 --> 00:12:59,940 +to talk about something called survey or study. + +205 +00:13:01,360 --> 00:13:04,000 +This survey or study, it was conducted in America. + +206 +00:13:05,560 --> 00:13:08,000 +The sample participants who filled this + +207 +00:13:08,000 --> 00:13:10,520 +questionnaire or who answered these questions, + +208 +00:13:11,020 --> 00:13:15,120 +they were customers. Those customers, they were + +209 +00:13:15,120 --> 00:13:19,020 +trying to evaluate the performances of the sales + +210 +00:13:19,020 --> 00:13:23,710 +agencies, or in other words, suppliers. So the + +211 +00:13:23,710 --> 00:13:26,710 +word supplier is equivalent to the word sales + +212 +00:13:26,710 --> 00:13:31,350 +agency or sales business. The first question which + +213 +00:13:31,350 --> 00:13:34,170 +the sample participants answered, do you track + +214 +00:13:34,170 --> 00:13:35,450 +supplier performance? + +215 +00:13:38,170 --> 00:13:44,130 +The answer was more than 80% of the respondents or + +216 +00:13:44,130 --> 00:13:48,670 +the customers, they said yes. We are tracking + +217 +00:13:48,670 --> 00:13:54,410 +their own performance. And about 16% said no. This + +218 +00:13:54,410 --> 00:13:58,850 +means what? It means the customer isn't stupid. + +219 +00:13:59,670 --> 00:14:02,290 +The customer isn't dealing with the supplier or + +220 +00:14:02,290 --> 00:14:07,470 +the sales agency according to event paces. In + +221 +00:14:07,470 --> 00:14:10,470 +other words, the customer is dealing with the + +222 +00:14:10,470 --> 00:14:14,190 +sales agency according to a process and life + +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 they are going to track or follow up 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 as well 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 they 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 an A, 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 they are saying, yes, we would like + +242 +00:15:23,730 --> 00:15:29,950 +to classify sales agency to be a preferred seller + +243 +00:15:29,950 --> 00:15:33,870 +or supplier. Somebody 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 are having 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 him or her. Their cost is reasonable. The + +258 +00:16:34,650 --> 00:16:39,070 +quality of the products are 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 to 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, 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 +they said, yes, we are ranking the suppliers + +275 +00:17:41,000 --> 00:17:46,870 +according to 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 a detailed way 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, it is going to be ranked according + +287 +00:18:25,640 --> 00:18:28,120 +to various 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 +tires for each supplier. Isn't it clear? If it + +294 +00:18:54,230 --> 00:18:57,030 +isn't clear, we will talk about this in a very + +295 +00:18:57,030 --> 00:19:01,150 +detailed way 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 for the answer of 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 is his needs and he satisfies it. + +305 +00:19:36,060 --> 00:19:40,040 +And? We can say that we have 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 +to be 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 which 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 to be 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 crash you out from this excellent rank, + +316 +00:20:23,960 --> 00:20:29,120 +to crash you out from this excellent rank. So + +317 +00:20:29,120 --> 00:20:32,840 +majority of the suppliers, they 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 they are going to be the leader 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 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 +times, 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 crash you and get you out from + +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 or according to which we can + +339 +00:21:58,750 --> 00:22:02,070 +classify if 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 +equality. 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 equality, good responsibility, good + +347 +00:22:29,330 --> 00:22:32,790 +management. These factors, they 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 to be top-performing sales agencies. + +350 +00:22:39,650 --> 00:22:43,950 +Now, a criterion which is called equality, 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 say if we are top + +354 +00:23:00,960 --> 00:23:05,540 +-performed or low-performed. 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 to the faith 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 faith 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 +-performed 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 + +365 +00:23:46,430 --> 00:23:50,130 +you 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 the 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 entitled for 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 the good management + +372 +00:24:18,530 --> 00:24:23,970 +and 3% or 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 their 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 +kind of criterion? Quality. Excellent. So quality + +379 +00:24:54,230 --> 00:24:57,850 +should be given the major attention and the 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 which will be drawn by + +383 +00:25:09,320 --> 00:25:16,180 +the customers about me as a citizen. 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 tiring. 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 + +393 +00:25:50,540 --> 00:25:54,860 +example. Tier number one, we called it the end + +394 +00:25:54,860 --> 00:26:01,420 +supplier. The in supplier, it focuses on one major + +395 +00:26:01,420 --> 00:26:05,380 +thing, which is we are having just mere + +396 +00:26:05,380 --> 00:26:11,640 +traditional relationship with this supplier. Mere + +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 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 +we need here? We 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 closest or the closest shop to buy and to + +404 +00:26:38,550 --> 00:26:41,250 +attend this bottle of water to satisfy our need. + +405 +00:26:42,410 --> 00:26:46,490 +Is this true? It's true. Do we know the owner of + +406 +00:26:46,490 --> 00:26:51,190 +this shop? Do we know this supplier? Does he know + +407 +00:26:51,190 --> 00:26:56,650 +us? Did we deal with him before? No. So this kind + +408 +00:26:56,650 --> 00:27:01,930 +of supplier we classify him to be in supplier. So + +409 +00:27:01,930 --> 00:27:06,690 +the in supplier is or we are having 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, arm length relationship + +412 +00:27:13,250 --> 00:27:16,550 +usually established at individual level over time. + +413 +00:27:17,280 --> 00:27:20,720 +Also, if you are going to dig in the products or + +414 +00:27:20,720 --> 00:27:23,620 +the services which 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 --> 00:27:32,460 +can be provided by tens and tens and even hundreds + +417 +00:27:32,460 --> 00:27:36,640 +and hundreds of suppliers. Because of this, we are + +418 +00:27:36,640 --> 00:27:40,400 +talking about standardized, non-strategic products + +419 +00:27:40,400 --> 00:27:45,400 +for which there are many qualified suppliers. So + +420 +00:27:45,400 --> 00:27:49,980 +in this case we are talking about in supplier. Is + +421 +00:27:49,980 --> 00:27:55,460 +it clear? It's very clear. Now, let's upgrade now + +422 +00:27:55,460 --> 00:27:57,780 +the nature of the relationship between the + +423 +00:27:57,780 --> 00:28:00,840 +supplier and the customer. This relationship can + +424 +00:28:00,840 --> 00:28:04,280 +be upgraded to the second level. In the second + +425 +00:28:04,280 --> 00:28:07,100 +level, we will talk about preferred tier, + +426 +00:28:07,720 --> 00:28:13,760 +preferred supplier. In the preferred supplier, As + +427 +00:28:13,760 --> 00:28:15,920 +we sit before a while and during the class before + +428 +00:28:15,920 --> 00:28:18,300 +10 minutes, what did we say? Imagine you are going + +429 +00:28:18,300 --> 00:28:20,020 +to have three supermarkets in your neighborhood + +430 +00:28:20,020 --> 00:28:24,460 +and after dealing with the three supermarkets, you + +431 +00:28:24,460 --> 00:28:27,840 +will decide to continue dealing with one person. + +432 +00:28:27,920 --> 00:28:32,120 +This person is now the preferred one. Why? Because + +433 +00:28:32,120 --> 00:28:37,040 +we built a very high level of relationship founded + +434 +00:28:37,040 --> 00:28:41,360 +on trust, cooperation and familiarity. + +435 +00:28:44,440 --> 00:28:50,580 +Trust, familiarity and cooperation. If there is a + +436 +00:28:50,580 --> 00:28:54,300 +high level of trust, familiarity and cooperation + +437 +00:28:54,300 --> 00:28:58,880 +then this person I am going to trust him or her + +438 +00:28:58,880 --> 00:29:01,820 +and he or she is going to be my preferred + +439 +00:29:01,820 --> 00:29:02,680 +supplier. + +440 +00:29:06,110 --> 00:29:08,810 +Relationship centers on suppliers of products and + +441 +00:29:08,810 --> 00:29:11,830 +services, but there is a high level of familiarity + +442 +00:29:11,830 --> 00:29:18,970 +and trust between the suppliers and the customer. + +443 +00:29:19,130 --> 00:29:19,430 +Go on. + +444 +00:29:48,670 --> 00:29:54,540 +Because this is our preferred one. Any question + +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 called it extended. Let's give + +454 +00:30:26,400 --> 00:30:31,960 +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 +item. So these + +458 +00:30:56,490 --> 00:30:59,030 +products, they are diversified and they have three + +459 +00:30:59,030 --> 00:31:02,790 +categories. One of them belonging to the food, a + +460 +00:31:02,790 --> 00:31:05,190 +second to the clothes, a third, fourth, + +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 the items. So in this case, do you think you + +466 +00:31:26,430 --> 00:31:29,790 +are going to buy some from these items or 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 all the time they are looking for the + +471 +00:31:43,470 --> 00:31:47,310 +convenient way. So they will say, for example, why + +472 +00:31:47,310 --> 00:31:52,430 +we shouldn't 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 +they are a very big supplier. All these 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, they are classified to be extended + +478 +00:32:14,010 --> 00:32:18,350 +supply. Why they are 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, and usually across numerous sites. + +481 +00:32:27,930 --> 00:32:31,070 +So 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 from training, etc. The supplier is viewed + +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 two 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 third and to the + +493 +00:33:20,020 --> 00:33:24,820 +final one. The fourth and the final tier of this + +494 +00:33:24,820 --> 00:33:27,580 +or of these suppliers, we call them the partner. + +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 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 is described to be 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. Of these kinds or types of + +510 +00:34:28,730 --> 00:34:32,630 +relationships, they 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 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 at here. Imagine you have a small + +517 +00:35:02,350 --> 00:35:05,770 +business or you have something called restaurant. + +518 +00:35:07,870 --> 00:35:10,770 +The restaurant is providing the customers with + +519 +00:35:10,770 --> 00:35:17,090 +service of meals. On the other hand, we are + +520 +00:35:17,090 --> 00:35:23,630 +talking about العائلة bakery. + +521 +00:35:25,520 --> 00:35:28,040 +And bakery is providing us with a product which is + +522 +00:35:28,040 --> 00:35:29,320 +called bread. + +523 +00:35:31,500 --> 00:35:35,400 +Now, let's hear. In this example, your restaurant + +524 +00:35:35,400 --> 00:35:40,140 +is classified to be what? The customers. And the + +525 +00:35:40,140 --> 00:35:43,580 +bakery is classified to be supply. + +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 on 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's + +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 بكري will be classified to + +537 +00:36:30,680 --> 00:36:36,930 +be a partner supplier for my restaurant. This is + +538 +00:36:36,930 --> 00:36:40,490 +reminding us with 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 times. 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 a + +542 +00:36:50,550 --> 00:36:54,910 +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 +question, any comments about this? Now listen a + +545 +00:37:04,460 --> 00:37:06,920 +man she told me or she 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 the 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 the 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 they are + +554 +00:37:36,840 --> 00:37:40,220 +including a very detailed information about the + +555 +00:37:40,220 --> 00:37:42,580 +nature and the topics and the ideas and the points + +556 +00:37:42,580 --> 00:37:45,440 +which you should focus while you are writing down + +557 +00:37:45,440 --> 00:37:49,500 +your final paper for this course any question 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 okay I do not like + +561 +00:38:06,010 --> 00:38:07,990 +hesitant people therefore I'm going to continue + +562 +00:38:07,990 --> 00:38:09,950 +explaining alone thank you very much + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/M-HezdT_Xak_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/M-HezdT_Xak_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..9153e24cef6be4021a9d737460a7308c53e90e2b --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/M-HezdT_Xak_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 5004, "start": 21.24, "end": 50.04, "text": " Okay, good morning. 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To start, let's begin talking about the steps which we are going to take in our own personal purchasing decision. In other words, we would like to listen from one of the students about what are the major steps which he is going to make", "tokens": [407, 439, 613, 1451, 10392, 11, 321, 486, 2060, 293, 3131, 552, 294, 257, 588, 9942, 636, 13, 1407, 722, 11, 718, 311, 1841, 1417, 466, 264, 4439, 597, 321, 366, 516, 281, 747, 294, 527, 1065, 2973, 20906, 3537, 13, 682, 661, 2283, 11, 321, 576, 411, 281, 2140, 490, 472, 295, 264, 1731, 466, 437, 366, 264, 2563, 4439, 597, 415, 307, 516, 281, 652], "avg_logprob": -0.10667508961085011, "compression_ratio": 1.5979899497487438, "no_speech_prob": 0.0, "words": [{"start": 99.21, "end": 99.51, "word": " So", "probability": 0.8740234375}, {"start": 99.51, "end": 99.81, "word": " all", "probability": 0.81201171875}, {"start": 99.81, "end": 100.21, "word": " these", "probability": 0.83740234375}, {"start": 100.21, "end": 101.41, "word": " four", "probability": 0.9013671875}, {"start": 101.41, "end": 102.55, "word": " concepts,", "probability": 0.85205078125}, 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Excellent.", "tokens": [27454, 1823, 11, 321, 5876, 264, 2203, 11, 437, 286, 643, 11, 550, 286, 13059, 264, 3956, 11, 286, 574, 337, 264, 3956, 420, 437, 286, 362, 11, 2636, 286, 747, 264, 2973, 3537, 11, 550, 286, 13059, 498, 286, 478, 11239, 337, 341, 1674, 420, 406, 13, 16723, 13], "avg_logprob": -0.2633272140633826, "compression_ratio": 1.5384615384615385, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 139.27, "end": 139.59, "word": "First", "probability": 0.321044921875}, {"start": 139.59, "end": 140.09, "word": " step,", "probability": 0.68505859375}, {"start": 140.67, "end": 140.95, "word": " we", "probability": 0.90234375}, {"start": 140.95, "end": 141.71, "word": " identify", "probability": 0.82763671875}, {"start": 141.71, "end": 141.97, "word": " the", "probability": 0.90576171875}, {"start": 141.97, "end": 142.31, "word": " needs,", "probability": 0.89501953125}, {"start": 143.03, "end": 143.49, "word": " what", "probability": 0.92822265625}, {"start": 143.49, "end": 143.67, "word": " I", "probability": 0.947265625}, {"start": 143.67, "end": 143.97, "word": " need,", "probability": 0.93603515625}, {"start": 144.61, "end": 145.21, "word": " then", "probability": 0.859375}, {"start": 145.21, "end": 145.63, "word": " I", "probability": 0.96533203125}, {"start": 145.63, "end": 146.03, "word": " evaluate", "probability": 0.93994140625}, {"start": 146.03, "end": 146.35, "word": " the", "probability": 0.9140625}, {"start": 146.35, "end": 146.87, "word": " options,", "probability": 0.90185546875}, {"start": 147.53, "end": 147.75, "word": " I", "probability": 0.986328125}, {"start": 147.75, "end": 147.97, "word": " look", "probability": 0.9697265625}, {"start": 147.97, "end": 148.41, "word": " for", "probability": 0.95068359375}, {"start": 148.41, "end": 148.57, "word": " the", "probability": 0.89306640625}, {"start": 148.57, "end": 149.07, "word": " options", "probability": 0.88818359375}, {"start": 149.07, "end": 150.17, "word": " or", "probability": 0.453857421875}, {"start": 150.17, "end": 150.37, "word": " what", "probability": 0.951171875}, {"start": 150.37, "end": 150.51, "word": " I", "probability": 0.99365234375}, {"start": 150.51, "end": 150.87, "word": " have,", "probability": 0.9541015625}, {"start": 151.57, "end": 152.65, "word": " third", "probability": 0.8330078125}, {"start": 152.65, "end": 153.47, "word": " I", "probability": 0.6298828125}, {"start": 153.47, "end": 153.77, "word": " take", "probability": 0.87548828125}, {"start": 153.77, "end": 153.89, "word": " the", "probability": 0.658203125}, {"start": 153.89, "end": 154.11, "word": " personal", "probability": 0.322021484375}, {"start": 154.11, "end": 154.67, "word": " decision,", "probability": 0.7412109375}, {"start": 155.37, "end": 155.63, "word": " then", "probability": 0.78369140625}, {"start": 155.63, "end": 155.91, "word": " I", "probability": 0.98876953125}, {"start": 155.91, "end": 156.29, "word": " evaluate", "probability": 0.93310546875}, {"start": 156.29, "end": 156.65, "word": " if", "probability": 0.93408203125}, {"start": 156.65, "end": 156.87, "word": " I'm", "probability": 0.7161865234375}, {"start": 156.87, "end": 157.29, "word": " satisfied", "probability": 0.85693359375}, {"start": 157.29, "end": 157.85, "word": " for", "probability": 0.438232421875}, {"start": 157.85, "end": 158.11, "word": " this", "probability": 0.93603515625}, {"start": 158.11, "end": 158.47, "word": " product", "probability": 0.91796875}, {"start": 158.47, "end": 158.67, "word": " or", "probability": 0.96044921875}, {"start": 158.67, "end": 158.87, "word": " not.", "probability": 0.94873046875}, {"start": 158.97, "end": 159.29, "word": " Excellent.", "probability": 0.7666015625}], "temperature": 1.0}, {"id": 7, "seek": 18291, "start": 160.29, "end": 182.91, "text": " So as Ola stated, all the time remember if you are going to talk about the stages or the steps in our purchasing decision, we are going to classify them into four steps. Number one, recognition of needs. In other words, we would like to recognize what do we need, what kind of the product which we would like to have, or what kind of service which we would like to get.", "tokens": [407, 382, 422, 875, 11323, 11, 439, 264, 565, 1604, 498, 291, 366, 516, 281, 751, 466, 264, 10232, 420, 264, 4439, 294, 527, 20906, 3537, 11, 321, 366, 516, 281, 33872, 552, 666, 1451, 4439, 13, 5118, 472, 11, 11150, 295, 2203, 13, 682, 661, 2283, 11, 321, 576, 411, 281, 5521, 437, 360, 321, 643, 11, 437, 733, 295, 264, 1674, 597, 321, 576, 411, 281, 362, 11, 420, 437, 733, 295, 2643, 597, 321, 576, 411, 281, 483, 13], "avg_logprob": -0.19051204316587333, "compression_ratio": 1.7788461538461537, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 160.29, "end": 160.59, "word": " So", "probability": 0.56396484375}, {"start": 160.59, "end": 160.81, "word": " as", "probability": 0.62109375}, {"start": 160.81, "end": 160.97, "word": " Ola", "probability": 0.4466552734375}, {"start": 160.97, "end": 161.47, 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Why? Because the telephone along with the email participation or access is a tool for communication also. 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So this is exactly the major steps which we will experiment or live during the purchasing decision.", "tokens": [1396, 321, 366, 1417, 466, 257, 7249, 8482, 14048, 278, 544, 813, 5285, 420, 4060, 3043, 11, 321, 486, 7149, 293, 319, 12, 6021, 88, 1071, 2815, 2593, 490, 264, 912, 2010, 420, 7719, 13, 407, 341, 307, 2293, 264, 2563, 4439, 597, 321, 486, 5120, 420, 1621, 1830, 264, 20906, 3537, 13], "avg_logprob": -0.21831597718927595, "compression_ratio": 1.434782608695652, "no_speech_prob": 0.0, "words": [{"start": 383.75, "end": 384.17, "word": " Then", "probability": 0.55078125}, {"start": 384.17, "end": 384.91, "word": " we", "probability": 0.5283203125}, {"start": 384.91, "end": 385.05, "word": " are", "probability": 0.8046875}, {"start": 385.05, "end": 385.37, "word": " talking", "probability": 0.841796875}, {"start": 385.37, "end": 385.71, "word": " about", "probability": 0.90087890625}, {"start": 385.71, "end": 385.87, "word": " a", "probability": 0.708984375}, {"start": 385.87, "end": 386.11, "word": " stronger", "probability": 0.615234375}, {"start": 386.11, "end": 386.73, "word": " probability", "probability": 0.951171875}, {"start": 386.73, "end": 387.21, "word": " exceeding", "probability": 0.92333984375}, {"start": 387.21, "end": 387.39, "word": " more", "probability": 0.92431640625}, {"start": 387.39, "end": 387.69, "word": " than", "probability": 0.94775390625}, {"start": 387.69, "end": 388.15, "word": " 70", "probability": 0.91455078125}, {"start": 388.15, "end": 388.29, "word": " or", "probability": 0.599609375}, {"start": 388.29, "end": 388.49, "word": " 60", "probability": 0.97265625}, {"start": 388.49, "end": 388.91, "word": " percent,", "probability": 0.48681640625}, {"start": 389.37, "end": 389.65, "word": " we", "probability": 0.865234375}, {"start": 389.65, "end": 389.85, "word": " will", "probability": 0.8662109375}, {"start": 389.85, "end": 390.31, "word": " repeat", "probability": 0.861328125}, {"start": 390.31, "end": 390.65, "word": " and", "probability": 0.921875}, {"start": 390.65, "end": 390.93, "word": " re", "probability": 0.6142578125}, {"start": 390.93, "end": 391.65, "word": "-buy", "probability": 0.8069661458333334}, {"start": 391.65, "end": 392.35, "word": " another", "probability": 0.9091796875}, {"start": 392.35, "end": 392.67, "word": " cell", "probability": 0.470947265625}, {"start": 392.67, "end": 392.95, "word": " phone", "probability": 0.9189453125}, {"start": 392.95, "end": 393.19, "word": " from", "probability": 0.87548828125}, {"start": 393.19, "end": 393.39, "word": " the", "probability": 0.912109375}, {"start": 393.39, "end": 393.77, "word": " same", "probability": 0.90625}, {"start": 393.77, "end": 394.17, "word": " type", "probability": 0.3720703125}, {"start": 394.17, "end": 394.33, "word": " or", "probability": 0.92578125}, {"start": 394.33, "end": 394.73, "word": " category.", "probability": 0.95166015625}, {"start": 395.87, "end": 396.41, "word": " So", "probability": 0.88623046875}, {"start": 396.41, "end": 396.75, "word": " this", "probability": 0.64599609375}, {"start": 396.75, "end": 396.95, "word": " is", "probability": 0.93310546875}, {"start": 396.95, "end": 397.49, "word": " exactly", "probability": 0.87158203125}, {"start": 397.49, "end": 398.25, "word": " the", "probability": 0.91162109375}, {"start": 398.25, "end": 398.53, "word": " major", "probability": 0.744140625}, {"start": 398.53, "end": 398.91, "word": " steps", "probability": 0.89697265625}, {"start": 398.91, "end": 399.27, "word": " which", "probability": 0.876953125}, {"start": 399.27, "end": 399.49, "word": " we", "probability": 0.91357421875}, {"start": 399.49, "end": 399.71, "word": " will", "probability": 0.87548828125}, {"start": 399.71, "end": 400.23, "word": " experiment", "probability": 0.89892578125}, {"start": 400.23, "end": 400.65, "word": " or", "probability": 0.88037109375}, {"start": 400.65, "end": 401.01, "word": " live", "probability": 0.92724609375}, {"start": 401.01, "end": 402.29, "word": " during", "probability": 0.85009765625}, {"start": 402.29, "end": 403.27, "word": " the", "probability": 0.87451171875}, {"start": 403.27, "end": 404.03, "word": " purchasing", "probability": 0.8876953125}, {"start": 404.03, "end": 404.49, "word": " decision.", "probability": 0.88720703125}], "temperature": 1.0}, {"id": 17, "seek": 43499, "start": 406.55, "end": 434.99, "text": " We finalized these issues. Now we would like to talk about the other point of view, which is what are the major responsibilities and duties which must be done by the salesperson under every single step? Under every single step. So let's begin. Step number one, we agreed it is going to be the recognition of the needs. 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If you are going to ask yourself, why is this? You will say internally, I do not recognize what I need. 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In the third stage, we are talking about purchase decision. Under the purchase decision, the sales persons have extra responsibilities, including making the purchasing process convenient and hassle-free. Hassle-free means trouble-free. 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Number one, time. Number two, effort. Number three, cost. 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All these things are responsibilities of the salesperson. Alternatives? 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Why? Exactly. We are talking about individual differences among customers. Sometimes the customer is going to be under this stage. Sometimes a second customer is going to be under the second stage. Sometimes a third customer is going to be in the third stage. 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Any questions? Any comments about this? Any question? It's clear. 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The first question which the sample participants answered, do you track supplier performance? The answer was more than 80% of the respondents or the customers, they said yes.", "tokens": [407, 264, 1349, 31909, 307, 10344, 281, 264, 1349, 5763, 7934, 420, 5763, 1606, 13, 440, 700, 1168, 597, 264, 6889, 10503, 10103, 11, 360, 291, 2837, 31909, 3389, 30, 440, 1867, 390, 544, 813, 4688, 4, 295, 264, 48275, 420, 264, 4581, 11, 436, 848, 2086, 13], "avg_logprob": -0.1760204081632653, "compression_ratio": 1.4767441860465116, "no_speech_prob": 0.0, "words": [{"start": 803.25, "end": 803.55, "word": " So", "probability": 0.6708984375}, {"start": 803.55, "end": 803.71, "word": " the", "probability": 0.712890625}, {"start": 803.71, "end": 803.99, "word": " word", "probability": 0.90771484375}, {"start": 803.99, "end": 804.49, "word": " supplier", "probability": 0.6767578125}, {"start": 804.49, "end": 804.77, "word": " is", "probability": 0.9462890625}, {"start": 804.77, "end": 805.09, "word": " equivalent", "probability": 0.8720703125}, {"start": 805.09, "end": 805.31, "word": " to", "probability": 0.96875}, {"start": 805.31, "end": 805.45, "word": " the", "probability": 0.88330078125}, {"start": 805.45, "end": 805.87, "word": " word", "probability": 0.87060546875}, {"start": 805.87, "end": 806.71, "word": " sales", "probability": 0.8369140625}, {"start": 806.71, "end": 807.15, "word": " agency", "probability": 0.9296875}, {"start": 807.15, "end": 807.39, "word": " or", "probability": 0.91552734375}, {"start": 807.39, "end": 807.61, "word": " sales", "probability": 0.767578125}, {"start": 807.61, "end": 807.99, "word": " business.", "probability": 0.939453125}, {"start": 809.31, "end": 809.87, "word": " The", "probability": 0.87255859375}, {"start": 809.87, "end": 810.17, "word": " first", "probability": 0.88623046875}, {"start": 810.17, "end": 810.73, "word": " question", "probability": 0.92236328125}, {"start": 810.73, "end": 811.35, "word": " which", "probability": 0.80078125}, {"start": 811.35, "end": 811.53, "word": " the", "probability": 0.83837890625}, {"start": 811.53, "end": 811.77, "word": " sample", "probability": 0.94921875}, {"start": 811.77, "end": 812.39, "word": " participants", "probability": 0.931640625}, {"start": 812.39, "end": 812.97, "word": " answered,", "probability": 0.77978515625}, {"start": 813.59, "end": 813.73, "word": " do", "probability": 0.10125732421875}, {"start": 813.73, "end": 813.89, "word": " you", "probability": 0.92919921875}, {"start": 813.89, "end": 814.17, "word": " track", "probability": 0.9677734375}, {"start": 814.17, "end": 814.67, "word": " supplier", "probability": 0.87451171875}, {"start": 814.67, "end": 815.45, "word": " performance?", "probability": 0.884765625}, {"start": 818.17, "end": 818.61, "word": " The", "probability": 0.857421875}, {"start": 818.61, "end": 818.97, "word": " answer", "probability": 0.9619140625}, {"start": 818.97, "end": 819.41, "word": " was", "probability": 0.95068359375}, {"start": 819.41, "end": 820.55, "word": " more", "probability": 0.72900390625}, {"start": 820.55, "end": 820.99, "word": " than", "probability": 0.9501953125}, {"start": 820.99, "end": 821.51, "word": " 80", "probability": 0.9013671875}, {"start": 821.51, "end": 822.03, "word": "%", "probability": 0.7666015625}, {"start": 822.03, "end": 822.39, "word": " of", "probability": 0.96484375}, {"start": 822.39, "end": 822.53, "word": " the", "probability": 0.8828125}, {"start": 822.53, "end": 823.21, "word": " respondents", "probability": 0.96142578125}, {"start": 823.21, "end": 824.13, "word": " or", "probability": 0.8671875}, {"start": 824.13, "end": 824.55, "word": " the", "probability": 0.88232421875}, {"start": 824.55, "end": 825.07, "word": " customers,", "probability": 0.82373046875}, {"start": 825.53, "end": 825.67, "word": " they", "probability": 0.849609375}, {"start": 825.67, "end": 826.07, "word": " said", "probability": 0.94580078125}, {"start": 826.07, "end": 826.65, "word": " yes.", "probability": 0.8046875}], "temperature": 1.0}, {"id": 33, "seek": 85529, "start": 827.67, "end": 855.29, "text": " We are tracking their own performance. And about 16% said no. This means what? It means the customer isn't stupid. The customer isn't dealing with the supplier or the sales agency according to event paces. In other words, the customer is dealing with the sales agency according to a process and life experience basis.", "tokens": [492, 366, 11603, 641, 1065, 3389, 13, 400, 466, 3165, 4, 848, 572, 13, 639, 1355, 437, 30, 467, 1355, 264, 5474, 1943, 380, 6631, 13, 440, 5474, 1943, 380, 6260, 365, 264, 31909, 420, 264, 5763, 7934, 4650, 281, 2280, 280, 2116, 13, 682, 661, 2283, 11, 264, 5474, 307, 6260, 365, 264, 5763, 7934, 4650, 281, 257, 1399, 293, 993, 1752, 5143, 13], "avg_logprob": -0.19412879465204297, "compression_ratio": 1.718918918918919, "no_speech_prob": 0.0, "words": [{"start": 827.67, "end": 827.93, "word": " We", "probability": 0.46533203125}, {"start": 827.93, "end": 828.15, "word": " are", "probability": 0.79833984375}, {"start": 828.15, "end": 828.67, "word": " tracking", "probability": 0.90576171875}, {"start": 828.67, "end": 828.97, "word": " their", "probability": 0.94580078125}, {"start": 828.97, "end": 829.19, "word": " own", "probability": 0.84326171875}, {"start": 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Are we talking about excellent performance or are we talking about bad performance? If you are going to talk about bad performance, this is going to incite the customers to give up dealing with the supplier.", "tokens": [7504, 11, 257, 688, 295, 264, 4581, 436, 366, 516, 281, 2837, 420, 1524, 493, 264, 3389, 295, 641, 1065, 29467, 13, 2014, 321, 1417, 466, 7103, 3389, 420, 366, 321, 1417, 466, 1578, 3389, 30, 759, 291, 366, 516, 281, 751, 466, 1578, 3389, 11, 341, 307, 516, 281, 834, 642, 264, 4581, 281, 976, 493, 6260, 365, 264, 31909, 13], "avg_logprob": -0.15910218112052432, "compression_ratio": 1.8764705882352941, "no_speech_prob": 0.0, "words": [{"start": 856.62, "end": 857.18, "word": " Therefore,", "probability": 0.79638671875}, {"start": 857.66, "end": 858.06, "word": " a", "probability": 0.8935546875}, {"start": 858.06, "end": 858.24, "word": " lot", "probability": 0.95947265625}, {"start": 858.24, "end": 858.38, "word": " of", "probability": 0.96728515625}, {"start": 858.38, "end": 858.54, "word": " the", "probability": 0.517578125}, {"start": 858.54, "end": 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And about 36%, they said no. And about 9% said an A, not available. In other words, they didn't answer this question. They didn't answer this question. 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Somebody is going to say, is this happening in our actual life? The question or the answer is yes. Take this example. Imagine you are living in a very small neighborhood. In this small neighborhood, you are having three kinds or types of supermarket. 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We are going to experiment and test each one. But after one month or two months, we will decide to continue dealing with one provider, one supplier. This supplier is going to be the preferred supermarket. It is going to be the preferred supermarket. Why? 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Their cost is reasonable. The quality of the products are good. The treatment is very nice and human. So all these reasons are going to make us to formulate a judgment. 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Let's go on with this survey and let's talk about another question. One of the questions in the survey, do you have multiple tiers for ranking suppliers? 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So the majority is, customers are ranking the suppliers or the sales companies. We will talk about them. 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So this kind of relationship according to them, we can generalize tires for each supplier. Isn't it clear?", "tokens": [639, 2480, 1062, 312, 257, 733, 295, 16494, 2480, 293, 370, 322, 13, 407, 341, 733, 295, 2480, 4650, 281, 552, 11, 321, 393, 2674, 1125, 13885, 337, 1184, 31909, 13, 6998, 380, 309, 1850, 30], "avg_logprob": -0.22466216055122581, "compression_ratio": 1.435483870967742, "no_speech_prob": 0.0, "words": [{"start": 1116.18, "end": 1116.46, "word": " This", "probability": 0.320068359375}, {"start": 1116.46, "end": 1117.04, "word": " relationship", "probability": 0.8583984375}, {"start": 1117.04, "end": 1117.84, "word": " might", "probability": 0.80859375}, {"start": 1117.84, "end": 1118.0, "word": " be", "probability": 0.94482421875}, {"start": 1118.0, "end": 1118.14, "word": " a", "probability": 0.91796875}, {"start": 1118.14, "end": 1118.38, "word": " kind", "probability": 0.6669921875}, {"start": 1118.38, "end": 1118.52, "word": " of", "probability": 0.9716796875}, {"start": 1118.52, "end": 1119.04, "word": " preferred", "probability": 0.57275390625}, {"start": 1119.04, "end": 1119.62, "word": " relationship", "probability": 0.87158203125}, {"start": 1119.62, "end": 1119.86, "word": " and", "probability": 0.7666015625}, {"start": 1119.86, "end": 1120.02, "word": " so", "probability": 0.94482421875}, {"start": 1120.02, "end": 1120.22, "word": " on.", "probability": 0.94873046875}, {"start": 1121.26, "end": 1121.42, "word": " So", "probability": 0.798828125}, {"start": 1121.42, "end": 1121.72, "word": " this", "probability": 0.6787109375}, {"start": 1121.72, "end": 1122.04, "word": " kind", "probability": 0.86474609375}, {"start": 1122.04, "end": 1122.18, "word": " of", "probability": 0.96875}, {"start": 1122.18, "end": 1122.66, "word": " relationship", "probability": 0.8291015625}, {"start": 1122.66, "end": 1123.48, "word": " according", "probability": 0.64599609375}, {"start": 1123.48, "end": 1123.74, "word": " to", "probability": 0.96923828125}, {"start": 1123.74, "end": 1124.02, "word": " them,", "probability": 0.9013671875}, {"start": 1124.66, "end": 1124.82, "word": " we", "probability": 0.90673828125}, {"start": 1124.82, "end": 1125.46, "word": " can", "probability": 0.95068359375}, {"start": 1125.46, "end": 1126.94, "word": " generalize", "probability": 0.8720703125}, {"start": 1126.94, "end": 1127.56, "word": " tires", "probability": 0.369384765625}, {"start": 1127.56, "end": 1129.12, "word": " for", "probability": 0.8828125}, {"start": 1129.12, "end": 1129.62, "word": " each", "probability": 0.94873046875}, {"start": 1129.62, "end": 1130.48, "word": " supplier.", "probability": 0.92529296875}, {"start": 1131.82, "end": 1132.26, "word": " Isn't", "probability": 0.866943359375}, {"start": 1132.26, "end": 1132.36, "word": " it", "probability": 0.75439453125}, {"start": 1132.36, "end": 1132.66, "word": " clear?", "probability": 0.896484375}], "temperature": 1.0}, {"id": 45, "seek": 115855, "start": 1133.85, "end": 1158.55, "text": " If it isn't clear, we will talk about this in a very detailed way after two minutes. Now, let's talk about a fourth question in this survey. In this survey, have any suppliers attained and lost top-level status? The majority are saying yes. 77% of the respondents said yes. 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Or in other words, what is your interpretation for the answer of this question? What can you understand? Hanin? The supplier can satisfy the customer if he recognizes exactly what is his needs and he satisfies it. And? We can say that we have positive and continuing relationship between suppliers and the customers. Good. And? 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In other words, we do not talk about any guarantee which is going to maintain or preserve your rank of excellent provider to be forever.", "tokens": [428, 6558, 281, 312, 364, 7103, 12398, 420, 31909, 420, 281, 312, 257, 588, 665, 31909, 420, 281, 312, 257, 665, 31909, 420, 281, 312, 257, 4716, 31909, 307, 23448, 32438, 13, 682, 661, 2283, 11, 321, 360, 406, 751, 466, 604, 10815, 597, 307, 516, 281, 6909, 420, 15665, 428, 6181, 295, 7103, 12398, 281, 312, 5680, 13], "avg_logprob": -0.115234375, "compression_ratio": 1.8387096774193548, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1190.48, "end": 1190.86, "word": " your", "probability": 0.438232421875}, {"start": 1190.86, "end": 1191.4, "word": " status", "probability": 0.955078125}, {"start": 1191.4, "end": 1191.76, "word": " to", "probability": 0.94384765625}, {"start": 1191.76, "end": 1192.4, "word": " be", "probability": 0.794921875}, {"start": 1192.4, "end": 1192.62, "word": " an", "probability": 0.8515625}, 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So majority of the suppliers, they are going to lose or attain a new rank throughout their existence in the market. Is this reality? 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If you lose them, other competitors will crash you and get you out from the market. So, should we sleep? Should we rest?", "tokens": [759, 291, 366, 406, 516, 281, 312, 43661, 293, 10043, 439, 264, 1413, 11, 341, 1355, 291, 486, 3624, 428, 2068, 2793, 295, 6211, 13, 759, 291, 3624, 552, 11, 661, 18333, 486, 8252, 291, 293, 483, 291, 484, 490, 264, 2142, 13, 407, 11, 820, 321, 2817, 30, 6454, 321, 1472, 30], "avg_logprob": -0.1708622627236225, "compression_ratio": 1.5961538461538463, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1266.45, "end": 1266.71, "word": " If", "probability": 0.62744140625}, {"start": 1266.71, "end": 1266.81, "word": " you", "probability": 0.96142578125}, {"start": 1266.81, "end": 1266.93, "word": " are", "probability": 0.65966796875}, {"start": 1266.93, "end": 1267.07, "word": " not", "probability": 0.947265625}, {"start": 1267.07, "end": 1267.27, "word": " going", "probability": 0.9140625}, {"start": 1267.27, "end": 1267.39, "word": " to", "probability": 0.97607421875}, {"start": 1267.39, "end": 1267.51, "word": " be", "probability": 0.96240234375}, {"start": 1267.51, "end": 1267.93, "word": " attentive", "probability": 0.94140625}, {"start": 1267.93, "end": 1268.39, "word": " and", "probability": 0.90625}, {"start": 1268.39, "end": 1268.93, "word": " competitive", "probability": 0.94970703125}, {"start": 1268.93, "end": 1269.23, "word": " all", "probability": 0.92333984375}, {"start": 1269.23, "end": 1269.35, "word": " the", "probability": 0.9208984375}, {"start": 1269.35, "end": 1269.75, "word": " times,", "probability": 0.53759765625}, {"start": 1270.31, "end": 1270.75, "word": " this", "probability": 0.8642578125}, {"start": 1270.75, "end": 1271.07, "word": " means", "probability": 0.93408203125}, {"start": 1271.07, "end": 1271.33, "word": " you", "probability": 0.92578125}, {"start": 1271.33, "end": 1271.59, "word": " will", "probability": 0.87890625}, {"start": 1271.59, "end": 1272.13, "word": " lose", "probability": 0.7529296875}, {"start": 1272.13, "end": 1273.29, "word": " your", "probability": 0.87548828125}, {"start": 1273.29, "end": 1273.79, "word": " strong", "probability": 0.8017578125}, {"start": 1273.79, "end": 1274.19, "word": " points", "probability": 0.751953125}, {"start": 1274.19, "end": 1274.37, "word": " of", "probability": 0.953125}, {"start": 1274.37, "end": 1274.85, "word": " competition.", "probability": 0.9287109375}, {"start": 1276.05, "end": 1276.25, "word": " If", "probability": 0.515625}, {"start": 1276.25, "end": 1276.45, "word": " you", "probability": 0.9658203125}, {"start": 1276.45, "end": 1276.73, "word": " lose", "probability": 0.654296875}, {"start": 1276.73, "end": 1277.05, "word": " them,", "probability": 0.88427734375}, {"start": 1277.79, "end": 1278.73, "word": " other", "probability": 0.8671875}, {"start": 1278.73, "end": 1279.37, "word": " competitors", "probability": 0.91455078125}, {"start": 1279.37, "end": 1279.61, "word": " will", "probability": 0.87353515625}, {"start": 1279.61, "end": 1280.19, "word": " crash", "probability": 0.6005859375}, {"start": 1280.19, "end": 1280.57, "word": " you", "probability": 0.955078125}, {"start": 1280.57, "end": 1281.61, "word": " and", "probability": 0.8779296875}, {"start": 1281.61, "end": 1281.89, "word": " get", "probability": 0.91748046875}, {"start": 1281.89, "end": 1282.07, "word": " you", "probability": 0.9619140625}, {"start": 1282.07, "end": 1282.29, "word": " out", "probability": 0.88720703125}, {"start": 1282.29, "end": 1282.73, "word": " from", "probability": 0.80078125}, {"start": 1282.73, "end": 1283.65, "word": " the", "probability": 0.919921875}, {"start": 1283.65, "end": 1284.05, "word": " market.", "probability": 0.91162109375}, {"start": 1285.53, "end": 1286.17, "word": " So,", "probability": 0.86328125}, {"start": 1287.05, "end": 1287.39, "word": " should", "probability": 0.91796875}, {"start": 1287.39, "end": 1287.55, "word": " we", "probability": 0.95849609375}, {"start": 1287.55, "end": 1287.95, "word": " sleep?", "probability": 0.96337890625}, {"start": 1288.39, "end": 1288.99, "word": " Should", "probability": 0.8671875}, {"start": 1288.99, "end": 1289.17, "word": " we", "probability": 0.95849609375}, {"start": 1289.17, "end": 1289.49, "word": " rest?", "probability": 0.90576171875}], "temperature": 1.0}, {"id": 51, "seek": 131399, "start": 1290.29, "end": 1313.99, "text": " No. Should we continue learning? Yes. Should we continue developing our strategies and policies of work? Also yes. This is the meaning of this question. Any question? Any comments about this? Now, let's go on. 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If you are going to be one among or in the group of the top performing sales agencies, this means we have to take all these traits into consideration. Trait number one, equality.", "tokens": [4650, 281, 597, 420, 4650, 281, 597, 321, 393, 33872, 498, 264, 31909, 307, 257, 1192, 10205, 420, 2295, 10205, 13, 759, 291, 366, 516, 281, 312, 472, 3654, 420, 294, 264, 1594, 295, 264, 1192, 10205, 5763, 9504, 11, 341, 1355, 321, 362, 281, 747, 439, 613, 19526, 666, 12381, 13, 5403, 270, 1230, 472, 11, 14949, 13], "avg_logprob": -0.17239583084980648, "compression_ratio": 1.6348314606741574, "no_speech_prob": 0.0, "words": [{"start": 1314.93, "end": 1315.51, "word": " according", "probability": 0.5224609375}, {"start": 1315.51, "end": 1315.77, "word": " to", "probability": 0.97119140625}, {"start": 1315.77, "end": 1316.07, "word": " which", "probability": 0.94580078125}, {"start": 1316.07, "end": 1316.85, "word": " or", "probability": 0.34375}, {"start": 1316.85, "end": 1317.21, "word": " according", "probability": 0.93408203125}, {"start": 1317.21, "end": 1317.41, "word": " to", "probability": 0.96484375}, {"start": 1317.41, "end": 1317.69, 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These factors, they are decisive factors. According to them, we can classify ourselves to be top-performing sales agencies. 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Later on, if we are going to talk about on-time delivery, we are talking about 14%. This 14% refers to the credibility and to the faith of the supplier or sales agency. 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Clear? Later on, we are talking about a third criterion which is service. 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So what do we understand from this distribution or this graph? What do we understand? 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Excellent. Okay, priority should be given to which kind of criterion? Quality. Excellent. So quality should be given the major attention and the major effort if we would like to talk about top performing agency. Why? 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Clear? Any questions? Any comments? Okay, that's fine. Let's go to the final thing for today's class. We are now going to talk about tiring. Listen here. 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With each tier, it reflects, it mirrors the relationship between the sales business and the customer. Well, let's give example. 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Mere traditional relationship with this customer, or sorry, with this supplier. Let's give example. Imagine you are coming to the university. 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We need a product and this product is called a bottle of water. We are going to enter the closest or the closest shop to buy and to attend this bottle of water to satisfy our need. Is this true? It's true. Do we know the owner of this shop? Do we know this supplier? Does he know us? Did we deal with him before? 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So the in supplier is or we are having a merely traditional relationship with him or her. Traditional relationship, arm length relationship usually established at individual level over time.", "tokens": [407, 341, 733, 295, 31909, 321, 33872, 796, 281, 312, 294, 31909, 13, 407, 264, 294, 31909, 307, 420, 321, 366, 1419, 257, 17003, 5164, 2480, 365, 796, 420, 720, 13, 46738, 2480, 11, 3726, 4641, 2480, 2673, 7545, 412, 2609, 1496, 670, 565, 13], "avg_logprob": -0.22418478746776996, "compression_ratio": 1.6733333333333333, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1615.39, "end": 1615.75, "word": " So", "probability": 0.68603515625}, {"start": 1615.75, "end": 1616.15, "word": " this", "probability": 0.677734375}, {"start": 1616.15, "end": 1616.65, "word": " kind", "probability": 0.86279296875}, {"start": 1616.65, "end": 1617.25, "word": " of", "probability": 0.9736328125}, {"start": 1617.25, "end": 1617.75, "word": " supplier", "probability": 0.8720703125}, {"start": 1617.75, "end": 1618.09, "word": " we", "probability": 0.4951171875}, {"start": 1618.09, "end": 1618.63, "word": " classify", "probability": 0.974609375}, {"start": 1618.63, "end": 1618.91, "word": " him", "probability": 0.55517578125}, {"start": 1618.91, "end": 1619.05, "word": " to", "probability": 0.9033203125}, {"start": 1619.05, "end": 1619.67, "word": " be", "probability": 0.94970703125}, {"start": 1619.67, "end": 1619.87, "word": " in", "probability": 0.303466796875}, {"start": 1619.87, "end": 1620.31, "word": " supplier.", "probability": 0.765625}, {"start": 1621.69, "end": 1621.93, "word": " So", "probability": 0.82666015625}, {"start": 1621.93, "end": 1622.11, "word": " the", "probability": 0.72119140625}, {"start": 1622.11, "end": 1622.35, "word": " in", "probability": 0.826171875}, {"start": 1622.35, "end": 1622.79, "word": " supplier", "probability": 0.9189453125}, {"start": 1622.79, "end": 1624.13, "word": " is", "probability": 0.89599609375}, {"start": 1624.13, "end": 1625.13, "word": " or", "probability": 0.43896484375}, {"start": 1625.13, "end": 1625.31, "word": " we", "probability": 0.9443359375}, {"start": 1625.31, "end": 1625.53, "word": " are", "probability": 0.93359375}, {"start": 1625.53, "end": 1626.03, "word": " having", "probability": 0.900390625}, {"start": 1626.03, "end": 1626.39, "word": " a", "probability": 0.88623046875}, {"start": 1626.39, "end": 1626.69, "word": " merely", "probability": 0.5986328125}, {"start": 1626.69, "end": 1627.15, "word": " traditional", "probability": 0.7568359375}, {"start": 1627.15, "end": 1627.85, "word": " relationship", "probability": 0.8984375}, {"start": 1627.85, "end": 1628.51, "word": " with", "probability": 0.88623046875}, {"start": 1628.51, "end": 1628.73, "word": " him", "probability": 0.93115234375}, {"start": 1628.73, "end": 1628.89, "word": " or", "probability": 0.9384765625}, {"start": 1628.89, "end": 1629.19, "word": " her.", "probability": 0.9716796875}, {"start": 1629.97, "end": 1630.41, "word": " Traditional", "probability": 0.74560546875}, {"start": 1630.41, "end": 1631.31, "word": " relationship,", "probability": 0.88427734375}, {"start": 1631.93, "end": 1632.27, "word": " arm", "probability": 0.8427734375}, {"start": 1632.27, "end": 1632.55, "word": " length", "probability": 0.611328125}, {"start": 1632.55, "end": 1633.25, "word": " relationship", "probability": 0.8896484375}, {"start": 1633.25, "end": 1633.59, "word": " usually", "probability": 0.876953125}, {"start": 1633.59, "end": 1634.13, "word": " established", "probability": 0.8623046875}, {"start": 1634.13, "end": 1634.51, "word": " at", "probability": 0.96728515625}, {"start": 1634.51, "end": 1635.43, "word": " individual", "probability": 0.849609375}, {"start": 1635.43, "end": 1635.91, "word": " level", "probability": 0.9404296875}, {"start": 1635.91, "end": 1636.19, "word": " over", "probability": 0.91015625}, {"start": 1636.19, "end": 1636.55, "word": " time.", "probability": 0.8876953125}], "temperature": 1.0}, {"id": 64, "seek": 166338, "start": 1637.28, "end": 1663.38, "text": " Also, if you are going to dig in the products or the services which he or she is going to offer us, they are traditional, they are not strategic, they can be provided by tens and tens and even hundreds and hundreds of suppliers. Because of this, we are talking about standardized, non-strategic products for which there are many qualified suppliers.", "tokens": [2743, 11, 498, 291, 366, 516, 281, 2528, 294, 264, 3383, 420, 264, 3328, 597, 415, 420, 750, 307, 516, 281, 2626, 505, 11, 436, 366, 5164, 11, 436, 366, 406, 10924, 11, 436, 393, 312, 5649, 538, 10688, 293, 10688, 293, 754, 6779, 293, 6779, 295, 29467, 13, 1436, 295, 341, 11, 321, 366, 1417, 466, 31677, 11, 2107, 12, 9733, 2968, 299, 3383, 337, 597, 456, 366, 867, 15904, 29467, 13], "avg_logprob": -0.1532939221407916, "compression_ratio": 1.75, "no_speech_prob": 0.0, "words": [{"start": 1637.28, "end": 1637.96, "word": " Also,", "probability": 0.6865234375}, {"start": 1638.6, "end": 1638.78, "word": " if", "probability": 0.9423828125}, {"start": 1638.78, "end": 1638.88, "word": " you", "probability": 0.9423828125}, {"start": 1638.88, "end": 1639.0, "word": " are", "probability": 0.73388671875}, {"start": 1639.0, "end": 1639.3, "word": " going", 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Is it clear? It's very clear. Now, let's upgrade now the nature of the relationship between the supplier and the customer. This relationship can be upgraded to the second level. In the second level, we will talk about preferred tier, preferred supplier. In the preferred supplier,", "tokens": [407, 294, 341, 1389, 321, 366, 1417, 466, 294, 31909, 13, 1119, 309, 1850, 30, 467, 311, 588, 1850, 13, 823, 11, 718, 311, 11484, 586, 264, 3687, 295, 264, 2480, 1296, 264, 31909, 293, 264, 5474, 13, 639, 2480, 393, 312, 24133, 281, 264, 1150, 1496, 13, 682, 264, 1150, 1496, 11, 321, 486, 751, 466, 16494, 12362, 11, 16494, 31909, 13, 682, 264, 16494, 31909, 11], "avg_logprob": -0.2048233721567237, "compression_ratio": 1.8186813186813187, "no_speech_prob": 0.0, "words": [{"start": 1665.14, "end": 1665.4, "word": " So", "probability": 0.52392578125}, {"start": 1665.4, "end": 1665.52, "word": " in", "probability": 0.70068359375}, {"start": 1665.52, "end": 1665.68, "word": " this", "probability": 0.9453125}, {"start": 1665.68, "end": 1665.96, "word": " case", "probability": 0.90576171875}, {"start": 1665.96, "end": 1666.1, "word": " we", "probability": 0.5595703125}, {"start": 1666.1, "end": 1666.2, "word": " are", "probability": 0.87060546875}, 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Imagine you are going to have three supermarkets in your neighborhood and after dealing with the three supermarkets, you will decide to continue dealing with one person. This person is now the preferred one. Why? Because we built a very high level of relationship founded on trust, cooperation and familiarity.", "tokens": [1018, 321, 1394, 949, 257, 1339, 293, 1830, 264, 1508, 949, 1266, 2077, 11, 437, 630, 321, 584, 30, 11739, 291, 366, 516, 281, 362, 1045, 1687, 48850, 294, 428, 7630, 293, 934, 6260, 365, 264, 1045, 1687, 48850, 11, 291, 486, 4536, 281, 2354, 6260, 365, 472, 954, 13, 639, 954, 307, 586, 264, 16494, 472, 13, 1545, 30, 1436, 321, 3094, 257, 588, 1090, 1496, 295, 2480, 13234, 322, 3361, 11, 14968, 293, 49828, 13], "avg_logprob": -0.15184295521332666, "compression_ratio": 1.6375, "no_speech_prob": 4.172325134277344e-07, "words": [{"start": 1693.44, "end": 1693.76, "word": " As", "probability": 0.8759765625}, {"start": 1693.76, "end": 1693.94, "word": " we", "probability": 0.95361328125}, {"start": 1693.94, "end": 1694.2, "word": " sit", "probability": 0.462890625}, {"start": 1694.2, "end": 1694.44, "word": " before", "probability": 0.459716796875}, {"start": 1694.44, "end": 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If there is a high level of trust, familiarity and cooperation then this person I am going to trust him or her and he or she is going to be my preferred supplier.", "tokens": [11580, 11, 49828, 293, 14968, 13, 759, 456, 307, 257, 1090, 1496, 295, 3361, 11, 49828, 293, 14968, 550, 341, 954, 286, 669, 516, 281, 3361, 796, 420, 720, 293, 415, 420, 750, 307, 516, 281, 312, 452, 16494, 31909, 13], "avg_logprob": -0.19308036210991086, "compression_ratio": 1.592, "no_speech_prob": 3.5762786865234375e-07, "words": [{"start": 1724.44, "end": 1724.9, "word": " Trust,", "probability": 0.5517578125}, {"start": 1725.1, "end": 1725.54, "word": " familiarity", "probability": 0.76416015625}, {"start": 1725.54, "end": 1725.92, "word": " and", "probability": 0.70068359375}, {"start": 1725.92, "end": 1726.4, "word": " cooperation.", "probability": 0.86376953125}, {"start": 1727.98, "end": 1728.3, "word": " If", "probability": 0.921875}, {"start": 1728.3, "end": 1728.76, "word": " there", "probability": 0.9013671875}, {"start": 1728.76, "end": 1729.56, "word": " is", "probability": 0.9326171875}, {"start": 1729.56, "end": 1730.58, "word": " a", "probability": 0.98828125}, {"start": 1730.58, "end": 1731.08, "word": " high", "probability": 0.90283203125}, {"start": 1731.08, "end": 1731.62, "word": " level", "probability": 0.91943359375}, {"start": 1731.62, "end": 1732.38, "word": " of", "probability": 0.9658203125}, {"start": 1732.38, "end": 1732.84, "word": " trust,", "probability": 0.93212890625}, {"start": 1733.0, "end": 1733.46, "word": " familiarity", "probability": 0.8642578125}, {"start": 1733.46, "end": 1733.78, "word": " and", "probability": 0.86962890625}, {"start": 1733.78, "end": 1734.3, "word": " cooperation", "probability": 0.89013671875}, {"start": 1734.3, "end": 1734.82, "word": " then", "probability": 0.388916015625}, {"start": 1734.82, "end": 1736.32, "word": " this", "probability": 0.82958984375}, {"start": 1736.32, "end": 1736.86, "word": " person", "probability": 0.9130859375}, {"start": 1736.86, "end": 1737.08, "word": " I", "probability": 0.6044921875}, {"start": 1737.08, "end": 1737.24, "word": " am", "probability": 0.61181640625}, {"start": 1737.24, "end": 1737.54, "word": " going", "probability": 0.9521484375}, {"start": 1737.54, "end": 1737.78, "word": " to", "probability": 0.9716796875}, {"start": 1737.78, "end": 1738.14, "word": " trust", "probability": 0.95166015625}, {"start": 1738.14, "end": 1738.36, "word": " him", "probability": 0.93310546875}, {"start": 1738.36, "end": 1738.54, "word": " or", "probability": 0.88916015625}, {"start": 1738.54, "end": 1738.88, "word": " her", "probability": 0.970703125}, {"start": 1738.88, "end": 1739.68, "word": " and", "probability": 0.347900390625}, {"start": 1739.68, "end": 1739.84, "word": " he", "probability": 0.8955078125}, {"start": 1739.84, "end": 1740.02, "word": " or", "probability": 0.92578125}, {"start": 1740.02, "end": 1740.24, "word": " she", "probability": 0.92333984375}, {"start": 1740.24, "end": 1740.42, "word": " is", "probability": 0.919921875}, {"start": 1740.42, "end": 1740.62, "word": " going", "probability": 0.9423828125}, {"start": 1740.62, "end": 1740.74, "word": " to", "probability": 0.97119140625}, {"start": 1740.74, "end": 1740.88, "word": " be", "probability": 0.951171875}, {"start": 1740.88, "end": 1741.1, "word": " my", "probability": 0.96142578125}, {"start": 1741.1, "end": 1741.82, "word": " preferred", "probability": 0.9775390625}, {"start": 1741.82, "end": 1742.68, "word": " supplier.", "probability": 0.90087890625}], "temperature": 1.0}, {"id": 68, "seek": 175943, "start": 1746.11, "end": 1759.43, "text": " Relationship centers on suppliers of products and services, but there is a high level of familiarity and trust between the suppliers and the customer. Go on.", "tokens": [28663, 1210, 10898, 322, 29467, 295, 3383, 293, 3328, 11, 457, 456, 307, 257, 1090, 1496, 295, 49828, 293, 3361, 1296, 264, 29467, 293, 264, 5474, 13, 1037, 322, 13], "avg_logprob": -0.22920867608439538, "compression_ratio": 1.3389830508474576, "no_speech_prob": 0.0, "words": [{"start": 1746.1100000000001, "end": 1746.71, "word": " Relationship", "probability": 0.674560546875}, {"start": 1746.71, "end": 1747.31, "word": " centers", "probability": 0.87109375}, {"start": 1747.31, "end": 1747.61, "word": " on", "probability": 0.8544921875}, {"start": 1747.61, "end": 1748.11, "word": " suppliers", "probability": 0.88623046875}, {"start": 1748.11, "end": 1748.31, "word": " of", "probability": 0.93017578125}, {"start": 1748.31, "end": 1748.61, "word": " products", "probability": 0.78125}, {"start": 1748.61, "end": 1748.81, "word": " and", "probability": 0.9169921875}, {"start": 1748.81, "end": 1749.31, "word": " services,", "probability": 0.712890625}, {"start": 1749.51, "end": 1749.81, "word": " but", "probability": 0.91552734375}, {"start": 1749.81, "end": 1750.55, "word": " there", "probability": 0.875}, {"start": 1750.55, "end": 1750.69, "word": " is", "probability": 0.89013671875}, {"start": 1750.69, "end": 1750.79, "word": " a", "probability": 0.9794921875}, {"start": 1750.79, "end": 1751.01, "word": " high", "probability": 0.9052734375}, {"start": 1751.01, "end": 1751.25, "word": " level", "probability": 0.90283203125}, {"start": 1751.25, "end": 1751.41, "word": " of", "probability": 0.9697265625}, {"start": 1751.41, "end": 1751.83, "word": " familiarity", "probability": 0.8955078125}, {"start": 1751.83, "end": 1752.09, "word": " and", "probability": 0.93603515625}, {"start": 1752.09, "end": 1752.43, "word": " trust", "probability": 0.95556640625}, {"start": 1752.43, "end": 1753.31, "word": " between", "probability": 0.87060546875}, {"start": 1753.31, "end": 1754.57, "word": " the", "probability": 0.74951171875}, {"start": 1754.57, "end": 1754.87, "word": " suppliers", "probability": 0.6474609375}, {"start": 1754.87, "end": 1757.75, "word": " and", "probability": 0.927734375}, {"start": 1757.75, "end": 1758.61, "word": " the", "probability": 0.8310546875}, {"start": 1758.61, "end": 1758.97, "word": " customer.", "probability": 0.50732421875}, {"start": 1759.13, "end": 1759.25, "word": " Go", "probability": 0.513671875}, {"start": 1759.25, "end": 1759.43, "word": " on.", "probability": 0.94482421875}], "temperature": 1.0}, {"id": 69, "seek": 179219, "start": 1788.67, "end": 1792.19, "text": " Because this is our preferred one.", "tokens": [1436, 341, 307, 527, 16494, 472, 13], "avg_logprob": -0.55712890625, "compression_ratio": 0.8536585365853658, "no_speech_prob": 0.199462890625, "words": [{"start": 1788.67, "end": 1789.67, "word": " Because", "probability": 0.0765380859375}, {"start": 1789.67, "end": 1790.67, "word": " this", "probability": 0.880859375}, {"start": 1790.67, "end": 1790.85, "word": " is", "probability": 0.93505859375}, {"start": 1790.85, "end": 1791.25, "word": " our", "probability": 0.89208984375}, {"start": 1791.25, "end": 1791.97, "word": " preferred", "probability": 0.974609375}, {"start": 1791.97, "end": 1792.19, "word": " one.", "probability": 0.90234375}], "temperature": 1.0}, {"id": 70, "seek": 181608, "start": 1793.96, "end": 1816.08, "text": " Any question about the preferred supplier? So remember these are the keywords, trust and familiarity. We know him and he knows us. We are familiar with him or her and they are familiar with us. So this is our choice, this is our preferred supplier. Let's go now to the third level.", "tokens": [2639, 1168, 466, 264, 16494, 31909, 30, 407, 1604, 613, 366, 264, 21009, 11, 3361, 293, 49828, 13, 492, 458, 796, 293, 415, 3255, 505, 13, 492, 366, 4963, 365, 796, 420, 720, 293, 436, 366, 4963, 365, 505, 13, 407, 341, 307, 527, 3922, 11, 341, 307, 527, 16494, 31909, 13, 961, 311, 352, 586, 281, 264, 2636, 1496, 13], "avg_logprob": -0.19455645425665763, "compression_ratio": 1.6588235294117648, "no_speech_prob": 0.0, "words": [{"start": 1793.96, "end": 1794.24, "word": " Any", "probability": 0.8447265625}, {"start": 1794.24, "end": 1794.54, "word": " question", "probability": 0.60009765625}, {"start": 1794.54, "end": 1794.86, "word": " about", "probability": 0.88916015625}, {"start": 1794.86, "end": 1794.98, "word": " the", "probability": 0.6669921875}, {"start": 1794.98, "end": 1795.28, "word": " preferred", "probability": 0.6630859375}, {"start": 1795.28, "end": 1795.46, "word": " supplier?", "probability": 0.44970703125}, {"start": 1796.06, "end": 1796.44, "word": " So", "probability": 0.66748046875}, {"start": 1796.44, "end": 1796.74, "word": " remember", "probability": 0.74658203125}, {"start": 1796.74, "end": 1797.12, "word": " these", "probability": 0.61865234375}, {"start": 1797.12, "end": 1797.58, "word": " are", "probability": 0.92529296875}, {"start": 1797.58, "end": 1798.56, "word": " the", "probability": 0.5234375}, {"start": 1798.56, "end": 1799.24, "word": " keywords,", "probability": 0.6171875}, {"start": 1799.82, "end": 1800.28, "word": " trust", "probability": 0.8359375}, {"start": 1800.28, "end": 1800.8, "word": " and", "probability": 0.90478515625}, {"start": 1800.8, "end": 1801.78, "word": " familiarity.", "probability": 0.9140625}, {"start": 1802.48, "end": 1802.78, "word": " We", "probability": 0.8935546875}, {"start": 1802.78, "end": 1803.04, "word": " know", "probability": 0.888671875}, {"start": 1803.04, "end": 1803.24, "word": " him", "probability": 0.89794921875}, {"start": 1803.24, "end": 1803.52, "word": " and", "probability": 0.87060546875}, {"start": 1803.52, "end": 1803.78, "word": " he", "probability": 0.95263671875}, {"start": 1803.78, "end": 1804.24, "word": " knows", "probability": 0.81884765625}, {"start": 1804.24, "end": 1804.54, "word": " us.", "probability": 0.939453125}, {"start": 1805.16, "end": 1805.42, "word": " We", "probability": 0.92431640625}, {"start": 1805.42, "end": 1805.5, "word": " are", "probability": 0.671875}, {"start": 1805.5, "end": 1805.86, "word": " familiar", "probability": 0.82568359375}, {"start": 1805.86, "end": 1806.12, "word": " with", "probability": 0.89453125}, {"start": 1806.12, "end": 1806.3, "word": " him", "probability": 0.84375}, {"start": 1806.3, "end": 1806.46, "word": " or", "probability": 0.81640625}, {"start": 1806.46, "end": 1806.68, "word": " her", "probability": 0.96875}, {"start": 1806.68, "end": 1806.98, "word": " and", "probability": 0.81689453125}, {"start": 1806.98, "end": 1807.14, "word": " they", "probability": 0.89208984375}, {"start": 1807.14, "end": 1807.46, "word": " are", "probability": 0.9384765625}, {"start": 1807.46, "end": 1808.2, "word": " familiar", "probability": 0.8447265625}, {"start": 1808.2, "end": 1808.46, "word": " with", "probability": 0.900390625}, {"start": 1808.46, "end": 1808.68, "word": " us.", "probability": 0.93408203125}, {"start": 1809.02, "end": 1809.42, "word": " So", "probability": 0.8896484375}, {"start": 1809.42, "end": 1810.26, "word": " this", "probability": 0.76611328125}, {"start": 1810.26, "end": 1810.46, "word": " is", "probability": 0.9365234375}, {"start": 1810.46, "end": 1810.7, "word": " our", "probability": 0.892578125}, {"start": 1810.7, "end": 1811.16, "word": " choice,", "probability": 0.93310546875}, {"start": 1811.38, "end": 1811.56, "word": " this", "probability": 0.90869140625}, {"start": 1811.56, "end": 1811.72, "word": " is", "probability": 0.93310546875}, {"start": 1811.72, "end": 1811.96, "word": " our", "probability": 0.896484375}, {"start": 1811.96, "end": 1812.36, "word": " preferred", "probability": 0.96826171875}, {"start": 1812.36, "end": 1812.78, "word": " supplier.", "probability": 0.91650390625}, {"start": 1814.4, "end": 1814.78, "word": " Let's", "probability": 0.935302734375}, {"start": 1814.78, "end": 1814.96, "word": " go", "probability": 0.9423828125}, {"start": 1814.96, "end": 1815.18, "word": " now", "probability": 0.916015625}, {"start": 1815.18, "end": 1815.34, "word": " to", "probability": 0.96142578125}, {"start": 1815.34, "end": 1815.48, "word": " the", "probability": 0.91259765625}, {"start": 1815.48, "end": 1815.76, "word": " third", "probability": 0.9033203125}, {"start": 1815.76, "end": 1816.08, "word": " level.", "probability": 0.95751953125}], "temperature": 1.0}, {"id": 71, "seek": 184514, "start": 1817.18, "end": 1845.14, "text": " This level of relationship between the customer and supplier can be upgraded to the third rank or to the third tier. With this third tier, we called it extended. Let's give example. Imagine your mother at home, she asked you to buy number one, food items. Number two, certain clothes items. 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example, why we shouldn't go to the Andalus? The Andalus center or metro center. But why? Because these centers, they are a very big supplier. All these three items of the products can be available in one place. 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Because simply they are going to provide us with a breadth of products and services, and usually across numerous sites. So usually involves several collaborative processes, product design, inventory management, sales from training, etc. The supplier is viewed best in class. 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Examples, Andalus Center, metro and so on. Exactly. Let's go to the third and to the final one. The fourth and the final tier of this or of these suppliers, we call them the partner. 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Somebody is going to say, are we talking about strategic partnership between the supplier and the customer? 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Once again, critical, special, and exclusive.", "tokens": [420, 341, 31909, 11, 415, 420, 750, 307, 516, 281, 2893, 505, 365, 746, 1219, 527, 10924, 8432, 382, 4581, 13, 682, 661, 2283, 11, 527, 2480, 365, 341, 31909, 307, 20627, 420, 307, 7619, 281, 312, 11462, 11, 13005, 11, 293, 2121, 13, 3443, 797, 11, 4924, 11, 2121, 11, 293, 13005, 13], "avg_logprob": -0.14474432197484102, "compression_ratio": 1.5885714285714285, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2037.87, "end": 2038.13, "word": " or", "probability": 0.57177734375}, {"start": 2038.13, "end": 2038.33, "word": " this", "probability": 0.900390625}, {"start": 2038.33, "end": 2038.81, "word": " supplier,", "probability": 0.896484375}, {"start": 2039.67, "end": 2039.83, "word": " he", "probability": 0.93896484375}, {"start": 2039.83, "end": 2040.05, "word": " or", "probability": 0.88037109375}, {"start": 2040.05, "end": 2040.23, "word": " she", "probability": 0.927734375}, {"start": 2040.23, "end": 2040.43, "word": " is", "probability": 0.90380859375}, {"start": 2040.43, "end": 2040.73, "word": " going", "probability": 0.9462890625}, {"start": 2040.73, "end": 2040.91, "word": " to", "probability": 0.97314453125}, {"start": 2040.91, "end": 2041.37, "word": " provide", "probability": 0.95849609375}, {"start": 2041.37, "end": 2041.79, "word": " us", "probability": 0.935546875}, {"start": 2041.79, "end": 2042.03, "word": " with", "probability": 0.88818359375}, {"start": 2042.03, "end": 2042.31, "word": " something", "probability": 0.8349609375}, {"start": 2042.31, "end": 2042.79, "word": " called", "probability": 0.88525390625}, {"start": 2042.79, "end": 2043.57, "word": " our", "probability": 0.7578125}, {"start": 2043.57, "end": 2044.15, "word": " strategic", "probability": 0.88427734375}, {"start": 2044.15, "end": 2044.89, "word": " positions", "probability": 0.7666015625}, {"start": 2044.89, "end": 2045.57, "word": " as", "probability": 0.9580078125}, {"start": 2045.57, "end": 2046.17, "word": " customers.", "probability": 0.669921875}, {"start": 2047.77, "end": 2047.89, "word": " In", "probability": 0.82373046875}, {"start": 2047.89, "end": 2048.15, "word": " other", "probability": 0.86083984375}, {"start": 2048.15, "end": 2048.37, "word": " words,", "probability": 0.87646484375}, {"start": 2048.99, "end": 2049.23, "word": " our", "probability": 0.875}, {"start": 2049.23, "end": 2049.73, "word": " relationship", "probability": 0.86962890625}, {"start": 2049.73, "end": 2050.25, "word": " with", "probability": 0.89892578125}, {"start": 2050.25, "end": 2050.45, "word": " this", "probability": 0.91748046875}, {"start": 2050.45, "end": 2050.85, "word": " supplier", "probability": 0.91015625}, {"start": 2050.85, "end": 2052.01, "word": " is", "probability": 0.92431640625}, {"start": 2052.01, "end": 2052.51, "word": " classified", "probability": 0.9189453125}, {"start": 2052.51, "end": 2053.01, "word": " or", "probability": 0.8818359375}, {"start": 2053.01, "end": 2053.23, "word": " is", "probability": 0.88916015625}, {"start": 2053.23, "end": 2053.69, "word": " described", "probability": 0.87890625}, {"start": 2053.69, "end": 2053.91, "word": " to", "probability": 0.96044921875}, {"start": 2053.91, "end": 2054.21, "word": " be", "probability": 0.9580078125}, {"start": 2054.21, "end": 2055.37, "word": " crucial,", "probability": 0.77880859375}, {"start": 2056.47, "end": 2056.99, "word": " exclusive,", "probability": 0.89013671875}, {"start": 2057.87, "end": 2058.09, "word": " and", "probability": 0.9287109375}, {"start": 2058.09, "end": 2058.51, "word": " special.", "probability": 0.9150390625}, {"start": 2059.71, "end": 2060.13, "word": " Once", "probability": 0.8388671875}, {"start": 2060.13, "end": 2060.47, "word": " again,", "probability": 0.95556640625}, {"start": 2061.77, "end": 2062.19, "word": " critical,", "probability": 0.8369140625}, {"start": 2063.03, "end": 2063.39, "word": " special,", "probability": 0.90234375}, {"start": 2064.15, "end": 2064.41, "word": " and", "probability": 0.93359375}, {"start": 2064.41, "end": 2064.87, "word": " exclusive.", "probability": 0.90087890625}], "temperature": 1.0}, {"id": 80, "seek": 209351, "start": 2066.85, "end": 2093.51, "text": " Of these kinds or types of relationships, they will help me as a customer to maintain my competitive position. They will help me to maintain my competitive position as a customer. Why? And can you give me example? Or how? Can you provide us with a tangible example?", "tokens": [2720, 613, 3685, 420, 3467, 295, 6159, 11, 436, 486, 854, 385, 382, 257, 5474, 281, 6909, 452, 10043, 2535, 13, 814, 486, 854, 385, 281, 6909, 452, 10043, 2535, 382, 257, 5474, 13, 1545, 30, 400, 393, 291, 976, 385, 1365, 30, 1610, 577, 30, 1664, 291, 2893, 505, 365, 257, 27094, 1365, 30], "avg_logprob": -0.2315848200981106, "compression_ratio": 1.6835443037974684, "no_speech_prob": 0.0, "words": [{"start": 2066.85, "end": 2067.13, "word": " Of", "probability": 0.2890625}, {"start": 2067.13, "end": 2067.49, "word": " these", "probability": 0.85595703125}, {"start": 2067.49, "end": 2067.95, "word": " kinds", "probability": 0.755859375}, {"start": 2067.95, "end": 2068.21, "word": " or", "probability": 0.80419921875}, {"start": 2068.21, "end": 2068.55, "word": " types", "probability": 0.77978515625}, {"start": 2068.55, "end": 2068.73, "word": " of", "probability": 0.9697265625}, {"start": 2068.73, "end": 2069.19, "word": " relationships,", "probability": 0.5927734375}, {"start": 2069.97, "end": 2070.13, "word": " they", "probability": 0.865234375}, {"start": 2070.13, "end": 2070.37, "word": " will", "probability": 0.83154296875}, {"start": 2070.37, "end": 2070.65, "word": " help", "probability": 0.8896484375}, {"start": 2070.65, "end": 2070.93, "word": " me", "probability": 0.9423828125}, {"start": 2070.93, "end": 2071.29, "word": " as", "probability": 0.73388671875}, {"start": 2071.29, "end": 2071.45, "word": " a", "probability": 0.98876953125}, {"start": 2071.45, "end": 2071.85, "word": " customer", "probability": 0.7578125}, {"start": 2071.85, "end": 2072.63, "word": " to", "probability": 0.81982421875}, {"start": 2072.63, "end": 2073.09, "word": " maintain", "probability": 0.837890625}, {"start": 2073.09, "end": 2073.57, "word": " my", "probability": 0.9638671875}, {"start": 2073.57, "end": 2074.19, "word": " competitive", "probability": 0.94482421875}, {"start": 2074.19, "end": 2074.77, "word": " position.", "probability": 0.91552734375}, {"start": 2076.73, "end": 2076.87, "word": " They", "probability": 0.1923828125}, {"start": 2076.87, "end": 2077.11, "word": " will", "probability": 0.861328125}, {"start": 2077.11, "end": 2077.47, "word": " help", "probability": 0.888671875}, {"start": 2077.47, "end": 2077.81, "word": " me", "probability": 0.953125}, {"start": 2077.81, "end": 2078.63, "word": " to", "probability": 0.86767578125}, {"start": 2078.63, "end": 2079.09, "word": " maintain", "probability": 0.8349609375}, {"start": 2079.09, "end": 2079.47, "word": " my", "probability": 0.97119140625}, {"start": 2079.47, "end": 2079.97, "word": " competitive", "probability": 0.9619140625}, {"start": 2079.97, "end": 2080.51, "word": " position", "probability": 0.93603515625}, {"start": 2080.51, "end": 2081.09, "word": " as", "probability": 0.92822265625}, {"start": 2081.09, "end": 2081.35, "word": " a", "probability": 0.9931640625}, {"start": 2081.35, "end": 2081.75, "word": " customer.", "probability": 0.76416015625}, {"start": 2084.03, "end": 2084.75, "word": " Why?", "probability": 0.72216796875}, {"start": 2085.23, "end": 2085.49, "word": " And", "probability": 0.46240234375}, {"start": 2085.49, "end": 2085.69, "word": " can", "probability": 0.76123046875}, {"start": 2085.69, "end": 2085.79, "word": " you", "probability": 0.96240234375}, {"start": 2085.79, "end": 2085.93, "word": " give", "probability": 0.8564453125}, {"start": 2085.93, "end": 2086.03, "word": " me", "probability": 0.87109375}, {"start": 2086.03, "end": 2086.41, "word": " example?", "probability": 0.398681640625}, {"start": 2089.51, "end": 2090.23, "word": " Or", "probability": 0.81884765625}, {"start": 2090.23, "end": 2090.55, "word": " how?", "probability": 0.5810546875}, {"start": 2091.29, "end": 2091.75, "word": " Can", "probability": 0.92236328125}, {"start": 2091.75, "end": 2091.85, "word": " you", "probability": 0.95947265625}, {"start": 2091.85, "end": 2092.07, "word": " provide", "probability": 0.9794921875}, {"start": 2092.07, "end": 2092.43, "word": " us", "probability": 0.90087890625}, {"start": 2092.43, "end": 2092.61, "word": " with", "probability": 0.87744140625}, {"start": 2092.61, "end": 2092.77, "word": " a", "probability": 0.84765625}, {"start": 2092.77, "end": 2093.01, "word": " tangible", "probability": 0.9580078125}, {"start": 2093.01, "end": 2093.51, "word": " example?", "probability": 0.96923828125}], "temperature": 1.0}, {"id": 81, "seek": 212363, "start": 2098.37, "end": 2123.63, "text": " Okay, look at here. Imagine you have a small business or you have something called restaurant. The restaurant is providing the customers with service of meals. On the other hand, we are talking about العائلة bakery.", "tokens": [1033, 11, 574, 412, 510, 13, 11739, 291, 362, 257, 1359, 1606, 420, 291, 362, 746, 1219, 6383, 13, 440, 6383, 307, 6530, 264, 4581, 365, 2643, 295, 12832, 13, 1282, 264, 661, 1011, 11, 321, 366, 1417, 466, 18863, 16373, 37977, 37519, 13], "avg_logprob": -0.25399305555555557, "compression_ratio": 1.3273809523809523, "no_speech_prob": 0.0, "words": [{"start": 2098.37, "end": 2098.75, "word": " Okay,", "probability": 0.353515625}, {"start": 2098.81, "end": 2098.97, "word": " look", "probability": 0.93408203125}, {"start": 2098.97, "end": 2099.13, "word": " at", "probability": 0.92236328125}, {"start": 2099.13, "end": 2099.35, "word": " here.", "probability": 0.7236328125}, {"start": 2100.57, "end": 2101.03, "word": " Imagine", "probability": 0.8515625}, {"start": 2101.03, "end": 2101.79, "word": " you", "probability": 0.8876953125}, {"start": 2101.79, "end": 2102.03, "word": " have", "probability": 0.94873046875}, {"start": 2102.03, "end": 2102.15, "word": " a", "probability": 0.97998046875}, {"start": 2102.15, "end": 2102.35, "word": " small", "probability": 0.92919921875}, {"start": 2102.35, "end": 2102.83, "word": " business", "probability": 0.9423828125}, {"start": 2102.83, "end": 2104.25, "word": " or", "probability": 0.58447265625}, {"start": 2104.25, "end": 2104.37, "word": " you", "probability": 0.7880859375}, {"start": 2104.37, "end": 2104.67, "word": " have", "probability": 0.951171875}, {"start": 2104.67, "end": 2104.93, "word": " something", "probability": 0.84228515625}, {"start": 2104.93, "end": 2105.23, "word": " called", "probability": 0.90576171875}, {"start": 2105.23, "end": 2105.77, "word": " restaurant.", "probability": 0.59814453125}, {"start": 2107.87, "end": 2108.55, "word": " The", "probability": 0.8701171875}, {"start": 2108.55, "end": 2108.89, "word": " restaurant", "probability": 0.8857421875}, {"start": 2108.89, "end": 2109.15, "word": " is", "probability": 0.93701171875}, {"start": 2109.15, "end": 2109.67, "word": " providing", "probability": 0.9267578125}, {"start": 2109.67, "end": 2109.89, "word": " the", "probability": 0.8818359375}, {"start": 2109.89, "end": 2110.29, "word": " customers", "probability": 0.80517578125}, {"start": 2110.29, "end": 2110.77, "word": " with", "probability": 0.892578125}, {"start": 2110.77, "end": 2112.05, "word": " service", "probability": 0.7744140625}, {"start": 2112.05, "end": 2112.81, "word": " of", "probability": 0.92333984375}, {"start": 2112.81, "end": 2113.19, "word": " meals.", "probability": 0.95263671875}, {"start": 2115.77, "end": 2116.09, "word": " On", "probability": 0.673828125}, {"start": 2116.09, "end": 2116.25, "word": " the", "probability": 0.92724609375}, {"start": 2116.25, "end": 2116.49, "word": " other", "probability": 0.8818359375}, {"start": 2116.49, "end": 2116.83, "word": " hand,", "probability": 0.9189453125}, {"start": 2116.89, "end": 2116.97, "word": " we", "probability": 0.94970703125}, {"start": 2116.97, "end": 2117.09, "word": " are", "probability": 0.919921875}, {"start": 2117.09, "end": 2117.39, "word": " talking", "probability": 0.85205078125}, {"start": 2117.39, "end": 2117.99, "word": " about", "probability": 0.91455078125}, {"start": 2117.99, "end": 2118.97, "word": " العائلة", "probability": 0.6197916666666666}, {"start": 2118.97, "end": 2123.63, "word": " bakery.", "probability": 0.303466796875}], "temperature": 1.0}, {"id": 82, "seek": 214358, "start": 2125.52, "end": 2143.58, "text": " And bakery is providing us with a product which is called bread. Now, let's hear. In this example, your restaurant is classified to be what? The customers. And the bakery is classified to be supply.", "tokens": [400, 37519, 307, 6530, 505, 365, 257, 1674, 597, 307, 1219, 5961, 13, 823, 11, 718, 311, 1568, 13, 682, 341, 1365, 11, 428, 6383, 307, 20627, 281, 312, 437, 30, 440, 4581, 13, 400, 264, 37519, 307, 20627, 281, 312, 5847, 13], "avg_logprob": -0.30486506020480936, "compression_ratio": 1.3916083916083917, "no_speech_prob": 0.0, "words": [{"start": 2125.52, "end": 2125.74, "word": " And", "probability": 0.37353515625}, {"start": 2125.74, "end": 2126.02, "word": " bakery", "probability": 0.365966796875}, {"start": 2126.02, "end": 2126.36, "word": " is", "probability": 0.80029296875}, {"start": 2126.36, "end": 2126.86, "word": " providing", "probability": 0.8935546875}, {"start": 2126.86, "end": 2127.18, "word": " us", "probability": 0.9072265625}, {"start": 2127.18, "end": 2127.32, "word": " with", "probability": 0.87744140625}, {"start": 2127.32, "end": 2127.44, "word": " a", "probability": 0.8740234375}, {"start": 2127.44, "end": 2127.72, "word": " product", "probability": 0.89208984375}, {"start": 2127.72, "end": 2127.9, "word": " which", "probability": 0.7470703125}, {"start": 2127.9, "end": 2128.04, "word": " is", "probability": 0.9453125}, {"start": 2128.04, "end": 2128.38, "word": " called", "probability": 0.89013671875}, {"start": 2128.38, "end": 2129.32, "word": " bread.", "probability": 0.481689453125}, {"start": 2131.5, "end": 2131.9, "word": " Now,", "probability": 0.8427734375}, {"start": 2132.02, "end": 2132.28, "word": " let's", "probability": 0.860595703125}, {"start": 2132.28, "end": 2132.52, "word": " hear.", "probability": 0.689453125}, {"start": 2133.52, "end": 2133.76, "word": " In", "probability": 0.939453125}, {"start": 2133.76, "end": 2134.06, "word": " this", "probability": 0.9443359375}, {"start": 2134.06, "end": 2134.54, "word": " example,", "probability": 0.97314453125}, {"start": 2134.68, "end": 2134.9, "word": " your", "probability": 0.87890625}, {"start": 2134.9, "end": 2135.4, "word": " restaurant", "probability": 0.87060546875}, {"start": 2135.4, "end": 2135.66, "word": " is", "probability": 0.943359375}, {"start": 2135.66, "end": 2136.06, "word": " classified", "probability": 0.94287109375}, {"start": 2136.06, "end": 2136.34, "word": " to", "probability": 0.9111328125}, {"start": 2136.34, "end": 2136.46, "word": " be", "probability": 0.93505859375}, {"start": 2136.46, "end": 2136.68, "word": " what?", "probability": 0.91552734375}, {"start": 2138.48, "end": 2138.74, "word": " The", "probability": 0.76123046875}, {"start": 2138.74, "end": 2139.18, "word": " customers.", "probability": 0.64111328125}, {"start": 2139.78, "end": 2139.84, "word": " And", "probability": 0.6220703125}, {"start": 2139.84, "end": 2140.14, "word": " the", "probability": 0.658203125}, {"start": 2140.14, "end": 2140.52, "word": " bakery", "probability": 0.580078125}, {"start": 2140.52, "end": 2141.36, "word": " is", "probability": 0.73046875}, {"start": 2141.36, "end": 2141.64, "word": " classified", "probability": 0.94091796875}, {"start": 2141.64, "end": 2141.96, "word": " to", "probability": 0.8916015625}, {"start": 2141.96, "end": 2142.28, "word": " be", "probability": 0.94873046875}, {"start": 2142.28, "end": 2143.58, "word": " supply.", "probability": 0.211181640625}], "temperature": 1.0}, {"id": 83, "seek": 217198, "start": 2146.49, "end": 2171.99, "text": " Now, imagine this supplier is going to block this product of bread on you. Do you think you as a customer or you as a restaurant, are you going to continue providing this service to your customers? No. In this case, you are going to lose your competitive position. Why? Because I cannot continue working in the restaurant without bread. So in this case, we are talking about what?", "tokens": [823, 11, 3811, 341, 31909, 307, 516, 281, 3461, 341, 1674, 295, 5961, 322, 291, 13, 1144, 291, 519, 291, 382, 257, 5474, 420, 291, 382, 257, 6383, 11, 366, 291, 516, 281, 2354, 6530, 341, 2643, 281, 428, 4581, 30, 883, 13, 682, 341, 1389, 11, 291, 366, 516, 281, 3624, 428, 10043, 2535, 13, 1545, 30, 1436, 286, 2644, 2354, 1364, 294, 264, 6383, 1553, 5961, 13, 407, 294, 341, 1389, 11, 321, 366, 1417, 466, 437, 30], "avg_logprob": -0.17091049088372123, "compression_ratio": 1.7239819004524888, "no_speech_prob": 0.0, "words": [{"start": 2146.49, "end": 2146.99, "word": " Now,", "probability": 0.83154296875}, {"start": 2146.99, "end": 2147.49, "word": " imagine", "probability": 0.88330078125}, {"start": 2147.49, "end": 2148.33, "word": " this", "probability": 0.66064453125}, {"start": 2148.33, "end": 2148.79, "word": " supplier", "probability": 0.9111328125}, {"start": 2148.79, "end": 2149.13, "word": " is", "probability": 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And this is the meaning of how العائلة بكري will be classified to be a partner supplier for my restaurant.", "tokens": [316, 9982, 2480, 1296, 428, 6383, 311, 5474, 293, 264, 31909, 510, 13, 400, 341, 307, 264, 3620, 295, 577, 18863, 16373, 37977, 4724, 4117, 16572, 486, 312, 20627, 281, 312, 257, 4975, 31909, 337, 452, 6383, 13], "avg_logprob": -0.34875800365056747, "compression_ratio": 1.3096774193548386, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2172.82, "end": 2173.08, "word": " A", "probability": 0.5654296875}, {"start": 2173.08, "end": 2173.62, "word": " partnership", "probability": 0.91552734375}, {"start": 2173.62, "end": 2174.26, "word": " relationship", "probability": 0.76220703125}, {"start": 2174.26, "end": 2174.82, "word": " between", "probability": 0.90478515625}, {"start": 2174.82, "end": 2176.02, "word": " your", "probability": 0.86865234375}, {"start": 2176.02, "end": 2177.66, "word": " restaurant's", "probability": 0.597412109375}, {"start": 2177.66, "end": 2178.8, "word": " customer", "probability": 0.1566162109375}, {"start": 2178.8, "end": 2179.5, "word": " and", "probability": 0.896484375}, {"start": 2179.5, "end": 2179.62, "word": " the", "probability": 0.77099609375}, {"start": 2179.62, "end": 2179.98, "word": " supplier", "probability": 0.94287109375}, {"start": 2179.98, "end": 2180.38, "word": " here.", "probability": 0.7109375}, {"start": 2181.24, "end": 2181.56, "word": " And", "probability": 0.171875}, {"start": 2181.56, "end": 2183.76, "word": " this", "probability": 0.94287109375}, {"start": 2183.76, "end": 2184.08, "word": " is", "probability": 0.9462890625}, {"start": 2184.08, "end": 2184.58, "word": " the", "probability": 0.9150390625}, {"start": 2184.58, "end": 2184.9, "word": " meaning", "probability": 0.859375}, {"start": 2184.9, "end": 2185.2, "word": " of", "probability": 0.962890625}, {"start": 2185.2, "end": 2186.1, "word": " how", "probability": 0.93701171875}, {"start": 2186.1, "end": 2186.84, "word": " العائلة", "probability": 0.7257486979166666}, {"start": 2186.84, "end": 2189.14, "word": " بكري", "probability": 0.6184285481770834}, {"start": 2189.14, "end": 2189.72, "word": " will", "probability": 0.255126953125}, {"start": 2189.72, "end": 2189.94, "word": " be", "probability": 0.95947265625}, {"start": 2189.94, "end": 2190.36, "word": " classified", "probability": 0.9326171875}, {"start": 2190.36, "end": 2190.68, "word": " to", "probability": 0.8134765625}, {"start": 2190.68, "end": 2190.86, "word": " be", "probability": 0.94873046875}, {"start": 2190.86, "end": 2191.14, "word": " a", "probability": 0.89599609375}, {"start": 2191.14, "end": 2191.58, "word": " partner", "probability": 0.8984375}, {"start": 2191.58, "end": 2192.18, "word": " supplier", "probability": 0.88671875}, {"start": 2192.18, "end": 2192.7, "word": " for", "probability": 0.93017578125}, {"start": 2192.7, "end": 2193.7, "word": " my", "probability": 0.95556640625}, {"start": 2193.7, "end": 2194.06, "word": " restaurant.", "probability": 0.92529296875}], "temperature": 1.0}, {"id": 85, "seek": 222157, "start": 2196.43, "end": 2221.57, "text": " This is reminding us with what we stated more than once. 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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 the sales management. Part number two + +4 +00:00:32,840 --> 00:00:37,180 +as you can see it is entitled please 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 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 the 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 covering 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. The third, we are going to talk + +22 +00:01:32,910 --> 00:01:35,370 +about the building account relationship. And + +23 +00:01:35,370 --> 00:01:38,010 +finally, we will conclude by 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'm satisfied for + +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 do we need, + +44 +00:02:57,730 --> 00:02:59,550 +what kind of the product which 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 which is matching with 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 +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, is it 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 for + +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 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 the email participation + +72 +00:04:36,510 --> 00:04:41,430 +or access 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 I am + +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 +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 +about 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 type, we are talking about + +85 +00:05:20,570 --> 00:05:23,310 +Apple type, we are talking about Samsung type 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 of 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 Nokia or 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, 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 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 at here, + +118 +00:07:16,650 --> 00:07:19,150 +all the time sales persons they 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 or 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 to 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 +her hand on the product or the service which she + +141 +00:08:47,300 --> 00:08:52,800 +needs. Later on, under that stage number two, also + +142 +00:08:52,800 --> 00:08:54,800 +sales persons they 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 sales person 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. 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 they 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 till now 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 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 purchase decision. + +166 +00:10:23,010 --> 00:10:25,670 +Under the purchase decision, the sales persons + +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 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 +convenient way to buy 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 the final stage, if you are + +183 +00:11:34,470 --> 00:11:36,850 +going to look at the salesperson, salesperson + +184 +00:11:36,850 --> 00:11:39,550 +here, he or she 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 is going to be under this stage. + +193 +00:12:13,470 --> 00:12:15,670 +Sometimes a second customer is going to be under + +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 imposing on us as a sales agency to + +198 +00:12:29,990 --> 00:12:34,290 +equip and prepare our sales staff member to be + +199 +00:12:34,290 --> 00:12:36,970 +able to respond and to contribute and to answer + +200 +00:12:36,970 --> 00:12:41,630 +any question which might be raised under any one + +201 +00:12:41,630 --> 00:12:46,250 +of these four stages. Any questions? Any comments + +202 +00:12:46,250 --> 00:12:52,970 +about this? Any question? It's clear. Now let's + +203 +00:12:52,970 --> 00:12:57,880 +move on. In the coming three slides, we are going + +204 +00:12:57,880 --> 00:12:59,940 +to talk about something called survey or study. + +205 +00:13:01,360 --> 00:13:04,000 +This survey or study, it was conducted in America. + +206 +00:13:05,560 --> 00:13:08,000 +The sample participants who filled this + +207 +00:13:08,000 --> 00:13:10,520 +questionnaire or who answered these questions, + +208 +00:13:11,020 --> 00:13:15,120 +they were customers. Those customers, they were + +209 +00:13:15,120 --> 00:13:19,020 +trying to evaluate the performances of the sales + +210 +00:13:19,020 --> 00:13:23,710 +agencies, or in other words, suppliers. So the + +211 +00:13:23,710 --> 00:13:26,710 +word supplier is equivalent to the word sales + +212 +00:13:26,710 --> 00:13:31,350 +agency or sales business. The first question which + +213 +00:13:31,350 --> 00:13:34,170 +the sample participants answered, do you track + +214 +00:13:34,170 --> 00:13:35,450 +supplier performance? + +215 +00:13:38,170 --> 00:13:44,130 +The answer was more than 80% of the respondents or + +216 +00:13:44,130 --> 00:13:48,670 +the customers, they said yes. We are tracking + +217 +00:13:48,670 --> 00:13:54,410 +their own performance. And about 16% said no. This + +218 +00:13:54,410 --> 00:13:58,850 +means what? It means the customer isn't stupid. + +219 +00:13:59,670 --> 00:14:02,290 +The customer isn't dealing with the supplier or + +220 +00:14:02,290 --> 00:14:07,470 +the sales agency according to event paces. In + +221 +00:14:07,470 --> 00:14:10,470 +other words, the customer is dealing with the + +222 +00:14:10,470 --> 00:14:14,190 +sales agency according to a process and life + +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 they are going to track or follow up 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 as well 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 they 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 an A, 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 they are saying, yes, we would like + +242 +00:15:23,730 --> 00:15:29,950 +to classify sales agency to be a preferred seller + +243 +00:15:29,950 --> 00:15:33,870 +or supplier. Somebody 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 are having 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 him or her. Their cost is reasonable. The + +258 +00:16:34,650 --> 00:16:39,070 +quality of the products are 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 to 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, 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 +they said, yes, we are ranking the suppliers + +275 +00:17:41,000 --> 00:17:46,870 +according to 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 a detailed way 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, it is going to be ranked according + +287 +00:18:25,640 --> 00:18:28,120 +to various 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 +tires for each supplier. Isn't it clear? If it + +294 +00:18:54,230 --> 00:18:57,030 +isn't clear, we will talk about this in a very + +295 +00:18:57,030 --> 00:19:01,150 +detailed way 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 for the answer of 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 is his needs and he satisfies it. + +305 +00:19:36,060 --> 00:19:40,040 +And? We can say that we have 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 +to be 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 which 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 to be 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 crash you out from this excellent rank, + +316 +00:20:23,960 --> 00:20:29,120 +to crash you out from this excellent rank. So + +317 +00:20:29,120 --> 00:20:32,840 +majority of the suppliers, they 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 they are going to be the leader 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 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 +times, 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 crash you and get you out from + +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 or according to which we can + +339 +00:21:58,750 --> 00:22:02,070 +classify if 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 +equality. 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 equality, good responsibility, good + +347 +00:22:29,330 --> 00:22:32,790 +management. These factors, they 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 to be top-performing sales agencies. + +350 +00:22:39,650 --> 00:22:43,950 +Now, a criterion which is called equality, 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 say if we are top + +354 +00:23:00,960 --> 00:23:05,540 +-performed or low-performed. 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 to the faith 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 faith 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 +-performed 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 + +365 +00:23:46,430 --> 00:23:50,130 +you 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 the 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 entitled for 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 the good management + +372 +00:24:18,530 --> 00:24:23,970 +and 3% or 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 their 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 +kind of criterion? Quality. Excellent. So quality + +379 +00:24:54,230 --> 00:24:57,850 +should be given the major attention and the 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 which will be drawn by + +383 +00:25:09,320 --> 00:25:16,180 +the customers about me as a citizen. 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 tiring. 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 + +393 +00:25:50,540 --> 00:25:54,860 +example. Tier number one, we called it the end + +394 +00:25:54,860 --> 00:26:01,420 +supplier. The in supplier, it focuses on one major + +395 +00:26:01,420 --> 00:26:05,380 +thing, which is we are having just mere + +396 +00:26:05,380 --> 00:26:11,640 +traditional relationship with this supplier. Mere + +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 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 +we need here? We 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 closest or the closest shop to buy and to + +404 +00:26:38,550 --> 00:26:41,250 +attend this bottle of water to satisfy our need. + +405 +00:26:42,410 --> 00:26:46,490 +Is this true? It's true. Do we know the owner of + +406 +00:26:46,490 --> 00:26:51,190 +this shop? Do we know this supplier? Does he know + +407 +00:26:51,190 --> 00:26:56,650 +us? Did we deal with him before? No. So this kind + +408 +00:26:56,650 --> 00:27:01,930 +of supplier we classify him to be in supplier. So + +409 +00:27:01,930 --> 00:27:06,690 +the in supplier is or we are having 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, arm length relationship + +412 +00:27:13,250 --> 00:27:16,550 +usually established at individual level over time. + +413 +00:27:17,280 --> 00:27:20,720 +Also, if you are going to dig in the products or + +414 +00:27:20,720 --> 00:27:23,620 +the services which 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 --> 00:27:32,460 +can be provided by tens and tens and even hundreds + +417 +00:27:32,460 --> 00:27:36,640 +and hundreds of suppliers. Because of this, we are + +418 +00:27:36,640 --> 00:27:40,400 +talking about standardized, non-strategic products + +419 +00:27:40,400 --> 00:27:45,400 +for which there are many qualified suppliers. So + +420 +00:27:45,400 --> 00:27:49,980 +in this case we are talking about in supplier. Is + +421 +00:27:49,980 --> 00:27:55,460 +it clear? It's very clear. Now, let's upgrade now + +422 +00:27:55,460 --> 00:27:57,780 +the nature of the relationship between the + +423 +00:27:57,780 --> 00:28:00,840 +supplier and the customer. This relationship can + +424 +00:28:00,840 --> 00:28:04,280 +be upgraded to the second level. In the second + +425 +00:28:04,280 --> 00:28:07,100 +level, we will talk about preferred tier, + +426 +00:28:07,720 --> 00:28:13,760 +preferred supplier. In the preferred supplier, As + +427 +00:28:13,760 --> 00:28:15,920 +we sit before a while and during the class before + +428 +00:28:15,920 --> 00:28:18,300 +10 minutes, what did we say? Imagine you are going + +429 +00:28:18,300 --> 00:28:20,020 +to have three supermarkets in your neighborhood + +430 +00:28:20,020 --> 00:28:24,460 +and after dealing with the three supermarkets, you + +431 +00:28:24,460 --> 00:28:27,840 +will decide to continue dealing with one person. + +432 +00:28:27,920 --> 00:28:32,120 +This person is now the preferred one. Why? Because + +433 +00:28:32,120 --> 00:28:37,040 +we built a very high level of relationship founded + +434 +00:28:37,040 --> 00:28:41,360 +on trust, cooperation and familiarity. + +435 +00:28:44,440 --> 00:28:50,580 +Trust, familiarity and cooperation. If there is a + +436 +00:28:50,580 --> 00:28:54,300 +high level of trust, familiarity and cooperation + +437 +00:28:54,300 --> 00:28:58,880 +then this person I am going to trust him or her + +438 +00:28:58,880 --> 00:29:01,820 +and he or she is going to be my preferred + +439 +00:29:01,820 --> 00:29:02,680 +supplier. + +440 +00:29:06,110 --> 00:29:08,810 +Relationship centers on suppliers of products and + +441 +00:29:08,810 --> 00:29:11,830 +services, but there is a high level of familiarity + +442 +00:29:11,830 --> 00:29:18,970 +and trust between the suppliers and the customer. + +443 +00:29:19,130 --> 00:29:19,430 +Go on. + +444 +00:29:48,670 --> 00:29:54,540 +Because this is our preferred one. Any question + +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 called it extended. Let's give + +454 +00:30:26,400 --> 00:30:31,960 +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 +item. So these + +458 +00:30:56,490 --> 00:30:59,030 +products, they are diversified and they have three + +459 +00:30:59,030 --> 00:31:02,790 +categories. One of them belonging to the food, a + +460 +00:31:02,790 --> 00:31:05,190 +second to the clothes, a third, fourth, + +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 the items. So in this case, do you think you + +466 +00:31:26,430 --> 00:31:29,790 +are going to buy some from these items or 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 all the time they are looking for the + +471 +00:31:43,470 --> 00:31:47,310 +convenient way. So they will say, for example, why + +472 +00:31:47,310 --> 00:31:52,430 +we shouldn't 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 +they are a very big supplier. All these 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, they are classified to be extended + +478 +00:32:14,010 --> 00:32:18,350 +supply. Why they are 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, and usually across numerous sites. + +481 +00:32:27,930 --> 00:32:31,070 +So 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 from training, etc. The supplier is viewed + +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 two 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 third and to the + +493 +00:33:20,020 --> 00:33:24,820 +final one. The fourth and the final tier of this + +494 +00:33:24,820 --> 00:33:27,580 +or of these suppliers, we call them the partner. + +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 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 is described to be 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. Of these kinds or types of + +510 +00:34:28,730 --> 00:34:32,630 +relationships, they 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 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 at here. Imagine you have a small + +517 +00:35:02,350 --> 00:35:05,770 +business or you have something called restaurant. + +518 +00:35:07,870 --> 00:35:10,770 +The restaurant is providing the customers with + +519 +00:35:10,770 --> 00:35:17,090 +service of meals. On the other hand, we are + +520 +00:35:17,090 --> 00:35:23,630 +talking about العائلة bakery. + +521 +00:35:25,520 --> 00:35:28,040 +And bakery is providing us with a product which is + +522 +00:35:28,040 --> 00:35:29,320 +called bread. + +523 +00:35:31,500 --> 00:35:35,400 +Now, let's hear. In this example, your restaurant + +524 +00:35:35,400 --> 00:35:40,140 +is classified to be what? The customers. And the + +525 +00:35:40,140 --> 00:35:43,580 +bakery is classified to be supply. + +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 on 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's + +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 بكري will be classified to + +537 +00:36:30,680 --> 00:36:36,930 +be a partner supplier for my restaurant. This is + +538 +00:36:36,930 --> 00:36:40,490 +reminding us with 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 times. 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 a + +542 +00:36:50,550 --> 00:36:54,910 +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 +question, any comments about this? Now listen a + +545 +00:37:04,460 --> 00:37:06,920 +man she told me or she 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 the 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 the 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 they are + +554 +00:37:36,840 --> 00:37:40,220 +including a very detailed information about the + +555 +00:37:40,220 --> 00:37:42,580 +nature and the topics and the ideas and the points + +556 +00:37:42,580 --> 00:37:45,440 +which you should focus while you are writing down + +557 +00:37:45,440 --> 00:37:49,500 +your final paper for this course any question 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 okay I do not like + +561 +00:38:06,010 --> 00:38:07,990 +hesitant people therefore I'm going to continue + +562 +00:38:07,990 --> 00:38:09,950 +explaining alone thank you very much + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM.srt new file mode 100644 index 0000000000000000000000000000000000000000..1800d256dc8c5cccafebc93228b769ce3a0a24db --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM.srt @@ -0,0 +1,1614 @@ + +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 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 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 account or account intelligence, + +15 +00:01:09,150 --> 00:01:11,410 +this title is reminding us of a very simple + +16 +00:01:11,410 --> 00:01:15,690 +fact. The fact is that all sales agencies + +17 +00:01:15,690 --> 00:01:18,930 +and salespersons 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 demanded + +26 +00:01:49,490 --> 00:01:54,990 +by 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 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 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 setting 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 to + +51 +00:03:40,330 --> 00:03:47,890 +spending the budget each + +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 items? + +57 +00:04:08,560 --> 00:04:11,500 +What are we covering? What are the 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 are responsible + +60 +00:04:17,580 --> 00:04:20,560 +for setting up and finalizing 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 experience 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 finally, we + +65 +00:04:33,710 --> 00:04:36,710 +should look at the expenditure 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 +Expenditure priorities should be established. All + +69 +00:04:49,350 --> 00:04:52,770 +these things should be clearly defined. 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 agency will possess + +73 +00:05:00,950 --> 00:05:02,810 +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 the priorities of + +79 +00:05:20,450 --> 00:05:23,170 +the expenditures are, this means we are lacking or + +80 +00:05:23,170 --> 00:05:26,350 +missing 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 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 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 determine, or identify what the + +89 +00:05:52,970 --> 00:05:58,230 +relationship or relationships are 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 our sales agency. Number two, we + +92 +00:06:09,260 --> 00:06:11,280 +should talk about what our + +93 +00:06:11,280 --> 00:06:13,940 +major objectives are, 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 detailed data about the relationships + +96 +00:06:24,500 --> 00:06:28,490 +that connect or link one department with + +97 +00:06:28,490 --> 00:06:31,590 +another within our organization, this is going to be + +98 +00:06:31,590 --> 00:06:33,350 +a part of 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 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 wondering why, it is because we do not want to + +103 +00:06:46,910 --> 00:06:49,270 +allow any single department to work + +104 +00:06:49,270 --> 00:06:53,710 +independently. Each one must work interdependently. + +105 +00:06:54,660 --> 00:06:57,500 +Interdependently, 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 are we saying interdependently? + +109 +00:07:08,160 --> 00:07:10,380 +Because remember, we are 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 should not consider him or herself + +113 +00:07:20,740 --> 00:07:24,470 +to be a superman or superwoman. He or 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, he or she might give + +116 +00:07:30,650 --> 00:07:33,410 +promises to a customer, and later on, if he or she + +117 +00:07:33,410 --> 00:07:35,390 +needs 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, what is the position or the + +120 +00:07:41,930 --> 00:07:44,970 +situation of this salesperson in the eyes + +121 +00:07:44,970 --> 00:07:47,710 +of the customer? The customer is going to view him or her + +122 +00:07:47,710 --> 00:07:51,530 +as someone untrustworthy, as a + +123 +00:07:51,530 --> 00:07:53,670 +person unable to keep his or her 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, apart 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 questions? 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 here. + +134 +00:08:29,530 --> 00:08:32,290 +First of all, we would like to define what the + +135 +00:08:32,290 --> 00:08:36,450 +meaning of the word operational is. Operational + +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 إجرائي. إجرائي means something + +141 +00:08:53,330 --> 00:08:56,490 +that should be quantified so that we can measure + +142 +00:08:56,490 --> 00:09:00,790 +it. Something which should be quantified so that + +143 +00:09:00,790 --> 00:09:03,190 +we can measure it. Now let's give an 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 +an example from sales science. Now you, as a + +146 +00:09:08,430 --> 00:09:10,830 +student, are currently 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 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 over 70, + +153 +00:09:32,480 --> 00:09:36,860 +this means you are passing with good standing. 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. Someone will + +158 +00:09:50,480 --> 00:09:52,940 +say, "Is operational intelligence + +159 +00:09:52,940 --> 00:09:55,950 +important for an organization?" Of course. How are we + +160 +00:09:55,950 --> 00:09:59,270 +going to measure our success or failure? How are we + +161 +00:09:59,270 --> 00:10:00,950 +going to measure if we are doing the right + +162 +00:10:00,950 --> 00:10:03,650 +things or the wrong things? We cannot do that if we are not + +163 +00:10:03,650 --> 00:10:06,650 +going to measure our own + +164 +00:10:06,650 --> 00:10:09,650 +performance. Someone will ask another + +165 +00:10:09,650 --> 00:10:12,750 +question: "So how are we 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 +the 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 costs 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 +using a numerical language, 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. Personnel + +177 +00:10:53,820 --> 00:10:57,540 +intelligence means one thing. All these + +178 +00:10:57,540 --> 00:11:01,460 +equations can be summarized by one word. This word + +179 +00:11:01,460 --> 00:11:11,280 +is: Who are the people who have + +180 +00:11:11,280 --> 00:11:13,900 +buying influence? + +181 +00:11:18,760 --> 00:11:23,100 +Okay. If you ask what the meaning of this is, it means that + +182 +00:11:23,100 --> 00:11:27,760 +a salesperson, whenever he or she is dealing with customers, or these + +183 +00:11:27,760 --> 00:11:29,460 +customers, as we mentioned before, might be + +184 +00:11:29,460 --> 00:11:32,300 +organizations; we have to understand this customer + +185 +00:11:32,300 --> 00:11:35,940 +or this organizational customer. Who are the people + +186 +00:11:35,940 --> 00:11:40,060 +who have the most influential role in the + +187 +00:11:40,060 --> 00:11:43,640 +buying decision? If you understand and identify them clearly, this means we should + +188 +00:11:47,010 --> 00:11:49,970 +build relationships with them. + +189 +00:11:56,010 --> 00:11:58,630 +Everything here can be summarized by one word, + +190 +00:11:58,730 --> 00:12:00,630 +which is networking. + +191 +00:12:03,770 --> 00:12:06,830 +So if the salesperson creates a strong + +192 +00:12:06,830 --> 00:12:10,710 +networking process with the people who + +193 +00:12:10,710 --> 00:12:14,650 +have influence on the buying decision, by + +194 +00:12:14,650 --> 00:12:19,210 +this way, you will convince these customer + +195 +00:12:19,210 --> 00:12:22,410 +organizations to buy your products or + +196 +00:12:22,410 --> 00:12:25,450 +services. But if you do not create + +197 +00:12:25,450 --> 00:12:27,230 +a good network with this + +198 +00:12:27,230 --> 00:12:30,430 +target group of organizations, these organizations + +199 +00:12:30,430 --> 00:12:32,590 +will not deal with you, and they will not be + +200 +00:12:32,590 --> 00:12:35,520 +encouraged to buy from you. Therefore, + +201 +00:12:36,200 --> 00:12:38,740 +to create a good network with targeted + +202 +00:12:38,740 --> 00:12:41,240 +customers, this means we are possessing something + +203 +0 + +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 a 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 studying 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 +well, 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 another + +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 in 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 call it in English, + +247 +00:15:08,030 --> 00:15:11,630 +benchmarking. Any questions, 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 +questions, any comments about this? Clear? Okay, + +252 +00:15:25,230 --> 00:15:28,850 +let's move 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 +of one of the types of intelligences which + +256 +00:15:38,570 --> 00:15:43,610 +we have reviewed a while ago. 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 a 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 achieving one big goal. What is it? If you + +278 +00:16:56,270 --> 00:17:00,110 +will gain the trust of the customer, you will ensure + +279 +00:17:00,110 --> 00:17:04,250 +his or her cooperation. You will ensure his or her + +280 +00:17:04,250 --> 00:17:09,770 +cooperation. Therefore, research has + +281 +00:17:09,770 --> 00:17:13,990 +established that trust facilitates cooperation. + +282 +00:17:13,990 --> 00:17:16,470 +So, a recent experiment demonstrated that when a + +283 +00:17:17,860 --> 00:17:21,280 +seller was expected to be more trustworthy, there + +284 +00:17:21,280 --> 00:17:24,900 +was also a higher level of buyer-seller + +285 +00:17:24,900 --> 00:17:26,840 +cooperation. By the meaning of the word + +286 +00:17:26,840 --> 00:17:33,580 +cooperation, it means an increase in sales volume, or + +287 +00:17:33,580 --> 00:17:36,360 +increased sales volume. This is the meaning of + +288 +00:17:36,360 --> 00:17:40,900 +the word cooperation. Now, once a salesperson has + +289 +00:17:40,900 --> 00:17:42,640 +gained a customer's trust, the role of the + +290 +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 the product to focusing on service. + +296 +00:17:59,950 --> 00:18:01,730 +Someone will 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 will now focus on, or cover, 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 that a salesperson can + +306 +00:18:31,450 --> 00:18:35,170 +receive or gain after ensuring + +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: The customer will be + +309 +00:18:42,480 --> 00:18:46,140 +more cooperative. Benefit number two: The 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: The customer will allow + +313 +00:18:55,860 --> 00:18:59,080 +more time for sales presentations. He is ready to + +314 +00:18:59,080 --> 00:19:02,360 +listen to you with an open mind and an 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 a meeting with the chief executive. He will + +319 +00:19:16,340 --> 00:19:19,500 +help you to reach or access this chief + +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 can + +327 +00:19:47,010 --> 00:19:50,410 +be ensured if we are able to gain the trust of + +328 +00:19:50,410 --> 00:19:53,790 +the customer. Any questions? 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 present in your + +337 +00:20:23,540 --> 00:20:29,160 +persona. Should be present 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 +that 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 know your + +348 +00:21:08,200 --> 00:21:11,160 +business. You understand 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 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 of 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 of 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 that you are + +359 +00:21:43,910 --> 00:21:46,230 +going to say, any promise that you are going to + +360 +00:21:46,230 --> 00:21:49,110 +make to the customer, it should be within an + +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 a dependable 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 that 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, always give the impression to 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 the 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 the buyer's interest rather than the company's + +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, 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 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 +"walking 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, 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 present in the + +387 +00:23:22,430 --> 00:23:25,490 +persona or character of a salesperson to gain + +388 +00:23:25,490 --> 00:23:31,410 +trust. Any questions? 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 it talks 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 of 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 someone 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 a 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 +woman—gone. There is breakage of five thousand + +406 +00:25:04,570 --> 00:25:06,450 +five hundred dollars that she cannot approve. The + +407 +00:25:06,450 --> 00:25:09,250 +customer didn't say that this was from him. But + +408 +00:25:09,250 --> 00:25:15,010 +Jacob says that she is confident that the breakage + +409 +00:25:15,010 --> 00:25:18,270 +or the fault was due to the buyer's handling of + +410 +00:25:18,270 --> 00:25:20,530 +materials. So she cannot approve that. And they + +411 +00:25:20,530 --> 00:25:23,970 +want the final word on whether 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 was broken—broken 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 equipment got broken. 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 Jacob, saying, "I want you to decide + +420 +00:25:58,9 + +445 +00:27:42,530 --> 00:27:47,170 +The second reason. That's it. A while ago, 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.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..a812ad45af3b12d13f0973981384dc826807c0f0 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NUV9VgcmwlM_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4351, "start": 20.69, "end": 43.51, "text": " Good morning. Today, Inshallah, we are going to conclude chapter number four with a goal or the word. Now we will set up two major objectives for today's class. 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In other words, how can a salesperson acquire or gain the trust of the customers? So these are the two major points which we are going to review and cover in today's class. Let's begin by talking about the first objective. 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The fact is saying all the sales agencies and the sales persons, they must acquire this intelligence. What's the meaning of this? In other words, we should collect information and data according to six perspectives or according to six types of intelligence. 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Number one, what are the major demanded products by the customer? And number two, what are the most acceptable markets for these products?", "tokens": [1133, 321, 366, 1417, 466, 2142, 7599, 11, 321, 366, 1417, 466, 1045, 2563, 2793, 13, 5118, 472, 11, 437, 366, 264, 2563, 28276, 3383, 538, 264, 5474, 30, 400, 1230, 732, 11, 437, 366, 264, 881, 15513, 8383, 337, 613, 3383, 30], "avg_logprob": -0.15758166936310855, "compression_ratio": 1.6099290780141844, "no_speech_prob": 0.0, "words": [{"start": 94.97, "end": 95.25, "word": " When", "probability": 0.7890625}, {"start": 95.25, "end": 95.37, "word": " we", "probability": 0.9482421875}, {"start": 95.37, "end": 95.49, "word": " are", "probability": 0.82568359375}, {"start": 95.49, "end": 95.77, "word": " talking", "probability": 0.85205078125}, {"start": 95.77, "end": 96.13, "word": " about", "probability": 0.8974609375}, {"start": 96.13, "end": 96.45, "word": " market", "probability": 0.609375}, {"start": 96.45, "end": 97.03, "word": " intelligence,", "probability": 0.89794921875}, {"start": 97.59, "end": 97.93, "word": " we", "probability": 0.93798828125}, {"start": 97.93, "end": 98.07, "word": " are", "probability": 0.9248046875}, {"start": 98.07, "end": 98.35, "word": " talking", "probability": 0.8505859375}, {"start": 98.35, "end": 98.77, "word": " about", "probability": 0.90673828125}, {"start": 98.77, "end": 99.25, "word": " three", "probability": 0.8408203125}, {"start": 99.25, "end": 99.55, "word": " major", "probability": 0.90087890625}, {"start": 99.55, "end": 99.93, "word": " points.", "probability": 0.8974609375}, {"start": 100.71, "end": 100.97, "word": " Number", "probability": 0.8193359375}, {"start": 100.97, "end": 101.29, "word": " one,", "probability": 0.80322265625}, {"start": 102.19, "end": 102.43, "word": " what", "probability": 0.92236328125}, {"start": 102.43, "end": 102.67, "word": " are", "probability": 0.91650390625}, {"start": 102.67, "end": 102.87, "word": " the", "probability": 0.9248046875}, {"start": 102.87, "end": 103.15, "word": " major", "probability": 0.943359375}, {"start": 103.15, "end": 103.63, "word": " demanded", "probability": 0.68896484375}, {"start": 103.63, "end": 104.25, "word": " products", "probability": 0.6630859375}, {"start": 104.25, "end": 109.49, "word": " by", "probability": 0.87548828125}, {"start": 109.49, "end": 109.69, "word": " the", "probability": 0.9072265625}, {"start": 109.69, "end": 110.11, "word": " customer?", "probability": 0.6181640625}, {"start": 112.37, "end": 112.55, "word": " And", "probability": 0.61279296875}, {"start": 112.55, "end": 112.85, "word": " number", "probability": 0.912109375}, {"start": 112.85, "end": 113.17, "word": " two,", "probability": 0.92578125}, {"start": 113.49, "end": 113.67, "word": " what", "probability": 0.935546875}, {"start": 113.67, "end": 114.07, "word": " are", "probability": 0.93603515625}, {"start": 114.07, "end": 114.51, "word": " the", "probability": 0.91455078125}, {"start": 114.51, "end": 114.99, "word": " most", "probability": 0.9072265625}, {"start": 114.99, "end": 117.39, "word": " acceptable", "probability": 0.91015625}, {"start": 117.39, "end": 120.41, "word": " markets", "probability": 0.9208984375}, {"start": 120.41, "end": 121.91, "word": " for", "probability": 0.9453125}, {"start": 121.91, "end": 122.15, "word": " these", "probability": 0.84814453125}, {"start": 122.15, "end": 122.67, "word": " products?", "probability": 0.8544921875}], "temperature": 1.0}, {"id": 5, "seek": 15060, "start": 123.42, "end": 150.6, "text": " And number three, who are our competitors? So we are talking about three major points. All these points, as a sales agency, we must collect very detailed information or data about the most demanded products of our customers so that we can sell them and so that we can raise up our sales volume.", "tokens": [400, 1230, 1045, 11, 567, 366, 527, 18333, 30, 407, 321, 366, 1417, 466, 1045, 2563, 2793, 13, 1057, 613, 2793, 11, 382, 257, 5763, 7934, 11, 321, 1633, 2500, 588, 9942, 1589, 420, 1412, 466, 264, 881, 28276, 3383, 295, 527, 4581, 370, 300, 321, 393, 3607, 552, 293, 370, 300, 321, 393, 5300, 493, 527, 5763, 5523, 13], "avg_logprob": -0.1545850419607319, "compression_ratio": 1.5945945945945945, "no_speech_prob": 0.0, "words": [{"start": 123.42, "end": 123.66, "word": " And", "probability": 0.41796875}, {"start": 123.66, "end": 123.9, "word": " number", "probability": 0.84765625}, {"start": 123.9, "end": 124.28, "word": " three,", "probability": 0.78271484375}, {"start": 124.66, "end": 125.06, "word": " who", "probability": 0.8603515625}, {"start": 125.06, "end": 125.38, 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{"id": 6, "seek": 17689, "start": 151.35, "end": 176.89, "text": " And number two, we should look for the most profitable markets. And number three, who are our competitors who are competing with us regarding these products or services. If you are going as a sales agency, if you are going to collect enough information or data about these three items, this means your sales agency is acquiring or is gaining something called market intelligence. Clear?", "tokens": [400, 1230, 732, 11, 321, 820, 574, 337, 264, 881, 21608, 8383, 13, 400, 1230, 1045, 11, 567, 366, 527, 18333, 567, 366, 15439, 365, 505, 8595, 613, 3383, 420, 3328, 13, 759, 291, 366, 516, 382, 257, 5763, 7934, 11, 498, 291, 366, 516, 281, 2500, 1547, 1589, 420, 1412, 466, 613, 1045, 4754, 11, 341, 1355, 428, 5763, 7934, 307, 37374, 420, 307, 19752, 746, 1219, 2142, 7599, 13, 14993, 30], "avg_logprob": -0.16026183036533562, "compression_ratio": 1.7048458149779735, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 151.35, "end": 151.59, "word": " And", "probability": 0.1046142578125}, {"start": 151.59, "end": 151.85, "word": " number", "probability": 0.798828125}, {"start": 151.85, "end": 152.17, "word": " two,", "probability": 0.7216796875}, {"start": 152.67, "end": 152.81, "word": " we", "probability": 0.9169921875}, {"start": 152.81, "end": 153.05, "word": " should", "probability": 0.955078125}, {"start": 153.05, "end": 153.31, "word": " look", 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intelligence. In financial intelligence, that's good. 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So let's sum up. So as a sales agency, we have to clarify what is our annual capital budget? What are its own items? What we are covering? 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Clear? This is something very important. And why we are saying dependently? Because remember, we are here talking about working within a team. You cannot work alone. 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For example, she might give promises for one of the customers, and later on if she would like to get approval from the executive manager, this executive manager might disapprove. So in this scenario, how is the position or the situation of this salesperson in front of the eyes of the customer?", "tokens": [1240, 2644, 1710, 322, 9490, 295, 264, 4475, 3312, 420, 21761, 13, 1171, 1365, 11, 750, 1062, 976, 16403, 337, 472, 295, 264, 4581, 11, 293, 1780, 322, 498, 750, 576, 411, 281, 483, 13317, 490, 264, 10140, 6598, 11, 341, 10140, 6598, 1062, 4518, 32467, 13, 407, 294, 341, 9005, 11, 577, 307, 264, 2535, 420, 264, 2590, 295, 341, 5763, 10813, 294, 1868, 295, 264, 2575, 295, 264, 5474, 30], "avg_logprob": -0.15036387312902164, "compression_ratio": 1.6866359447004609, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 444.17, "end": 444.47, "word": " She", "probability": 0.5517578125}, {"start": 444.47, "end": 444.81, "word": " cannot", "probability": 0.76708984375}, {"start": 444.81, "end": 445.25, "word": " speak", "probability": 0.978515625}, {"start": 445.25, "end": 445.39, "word": " on", "probability": 0.9482421875}, {"start": 445.39, "end": 445.65, 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Why? 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So if we are going to organize ourselves and if we are going to work as one team with a unified set of objectives, this means we are going to acquire or have something called organizational intelligence. Any question? Any comments about this? Let's go to the fourth type. 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All these equations can be summarized by one word. This one word is saying, who are the people who are having something called buying influence? 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Everything here can be summarized by one word, which is called networking. 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By this way, you are going to convince these customer organizations to come and to buy your products or services. 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If you are not going to create healthy relationship or healthy networking with customer organizations, this means we are lacking as a sales agency or as a sales company this something which is called personnel intelligence. So, personnel intelligence matters or not matters? 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The final one we called it competitive intelligence. In the competitive intelligence, it can be summarized by the following. Any sales agency should identify who are our own competitors. For those competitors, we should analyze them. Analyze what? 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What's the meaning of benchmarking? 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This is the meaning of the word benchmarking. In the other scenario or on the other hand, if this organization's performance is lower than our own, then we do not need to study them.", "tokens": [492, 366, 516, 281, 2979, 341, 1389, 293, 321, 366, 516, 281, 1223, 577, 436, 366, 1364, 293, 1780, 322, 1854, 527, 4475, 321, 366, 516, 281, 6878, 264, 912, 9029, 293, 264, 912, 5482, 597, 366, 12270, 538, 341, 7476, 1389, 13, 639, 307, 264, 3620, 295, 264, 1349, 18927, 278, 13, 682, 264, 661, 9005, 420, 322, 264, 661, 1011, 11, 498, 341, 4475, 311, 3389, 307, 3126, 813, 527, 1065, 11, 550, 321, 360, 406, 643, 281, 2979, 552, 13], "avg_logprob": -0.15606398791784332, "compression_ratio": 1.8097345132743363, "no_speech_prob": 0.0, "words": [{"start": 855.92, "end": 856.12, "word": " We", "probability": 0.57763671875}, {"start": 856.12, "end": 856.26, "word": " are", "probability": 0.83154296875}, {"start": 856.26, "end": 856.5, "word": " going", "probability": 0.94677734375}, {"start": 856.5, "end": 856.68, "word": " to", "probability": 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But if they are superior and if they are achieving excellence more than us, then we should zoom on them, trying to analyze how they are working, how they are thinking, how they are planning, how they are drawing their own strategies. And later on, we should learn from them. 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So if you are going to do so, this means your organization is having or possessing something called competitive intelligence. Any question, any comments about this? Clear?", "tokens": [2639, 1168, 11, 604, 3053, 466, 341, 30, 407, 498, 291, 366, 516, 281, 360, 370, 11, 341, 1355, 428, 4475, 307, 1419, 420, 17490, 278, 746, 1219, 10043, 7599, 13, 2639, 1168, 11, 604, 3053, 466, 341, 30, 14993, 30], "avg_logprob": -0.20275297193300157, "compression_ratio": 1.586466165413534, "no_speech_prob": 0.0, "words": [{"start": 910.35, "end": 910.61, "word": " Any", "probability": 0.7607421875}, {"start": 910.61, "end": 910.99, "word": " question,", "probability": 0.46240234375}, {"start": 911.13, "end": 911.17, "word": " any", "probability": 0.85546875}, {"start": 911.17, "end": 911.43, "word": " comments", "probability": 0.7236328125}, {"start": 911.43, "end": 911.63, "word": " about", "probability": 0.87353515625}, {"start": 911.63, "end": 911.91, "word": " this?", "probability": 0.921875}, {"start": 912.53, "end": 912.75, "word": " So", "probability": 0.59423828125}, {"start": 912.75, "end": 912.89, "word": " if", "probability": 0.7470703125}, {"start": 912.89, "end": 912.99, "word": " you", "probability": 0.9599609375}, {"start": 912.99, "end": 913.09, "word": " are", "probability": 0.79736328125}, {"start": 913.09, "end": 913.29, "word": " going", "probability": 0.935546875}, {"start": 913.29, "end": 913.43, "word": " to", "probability": 0.97021484375}, {"start": 913.43, "end": 913.55, "word": " do", "probability": 0.94580078125}, {"start": 913.55, "end": 913.95, "word": " so,", "probability": 0.90380859375}, {"start": 914.27, "end": 914.71, "word": " this", "probability": 0.83935546875}, {"start": 914.71, "end": 915.07, "word": " means", "probability": 0.9404296875}, {"start": 915.07, "end": 915.27, "word": " your", "probability": 0.828125}, {"start": 915.27, "end": 915.81, "word": " organization", "probability": 0.8662109375}, {"start": 915.81, "end": 916.07, "word": " is", "probability": 0.93115234375}, {"start": 916.07, "end": 916.39, "word": " having", "probability": 0.85498046875}, {"start": 916.39, "end": 916.61, "word": " or", "probability": 0.92236328125}, {"start": 916.61, "end": 917.27, "word": " possessing", "probability": 0.94384765625}, {"start": 917.27, "end": 917.71, "word": " something", "probability": 0.8046875}, {"start": 917.71, "end": 918.21, "word": " called", "probability": 0.8935546875}, {"start": 918.21, "end": 918.81, "word": " competitive", "probability": 0.7666015625}, {"start": 918.81, "end": 919.41, "word": " intelligence.", "probability": 0.89111328125}, {"start": 920.43, "end": 921.05, "word": " Any", "probability": 0.861328125}, {"start": 921.05, "end": 921.45, "word": " question,", "probability": 0.82958984375}, {"start": 921.61, "end": 921.71, "word": " any", "probability": 0.8974609375}, {"start": 921.71, "end": 922.03, "word": " comments", "probability": 0.771484375}, {"start": 922.03, "end": 922.23, "word": " about", "probability": 0.896484375}, {"start": 922.23, "end": 922.55, "word": " this?", "probability": 0.94384765625}, {"start": 923.23, "end": 923.57, "word": " Clear?", "probability": 0.9052734375}], "temperature": 1.0}, {"id": 38, "seek": 95135, "start": 924.83, "end": 951.35, "text": " Okay, let's go on to the second part. With this second part, look at the title and I'm going to ask you a question. The title of this slide is reminding us with one of the types of the intelligences which we have reviewed before a while. What is it? No. Operational. Exactly. 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Advanced notice on price changes, how many days it is quantifiable. 3. Average lead time for customer, time quantifiable. 4. Acceptable delay for customer products, days quantifiable and so on. So these are various tools by which we can measure our own performance. So this is reminding us or it is linked with operational intelligence. Now let's go to the second objective of today's class.", "tokens": [568, 13, 26951, 3449, 322, 3218, 2962, 11, 577, 867, 1708, 309, 307, 4426, 30876, 13, 805, 13, 316, 3623, 1477, 565, 337, 5474, 11, 565, 4426, 30876, 13, 1017, 13, 39957, 712, 8577, 337, 5474, 3383, 11, 1708, 4426, 30876, 293, 370, 322, 13, 407, 613, 366, 3683, 3873, 538, 597, 321, 393, 3481, 527, 1065, 3389, 13, 407, 341, 307, 27639, 505, 420, 309, 307, 9408, 365, 16607, 7599, 13, 823, 718, 311, 352, 281, 264, 1150, 10024, 295, 965, 311, 1508, 13], "avg_logprob": -0.2071220990876819, "compression_ratio": 1.5991902834008098, "no_speech_prob": 0.0, "words": [{"start": 978.58, "end": 979.18, "word": " 2.", "probability": 0.323974609375}, {"start": 979.26, "end": 979.62, "word": " Advanced", "probability": 0.48828125}, {"start": 979.62, "end": 979.94, "word": " notice", "probability": 0.60986328125}, {"start": 979.94, "end": 980.08, "word": " on", "probability": 0.853515625}, {"start": 980.08, "end": 980.38, "word": " 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When trust, trust is something very important, very essential. It is going or it is achieving one big goal. What is it? If you will gain the trust of the customer, you will ensure his or her cooperation. You will ensure him or her or his cooperation. 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With the meaning of the word cooperation, it means increase of sales volume or increase of sales volume. This is the meaning of the word cooperation. 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How? You are going to shift from focusing on a product rather than to focus on service. Somebody is going to say, what is the reason behind this shift? 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All the concerns and questions in the mind of the customer now will focus or cover on the items of service. Clear? Now let's ask another question. So what are the benefits which a salesperson can collect or can gain after he is going to ensure this trust in the eyes and hearts of the customers?", "tokens": [634, 307, 28235, 291, 293, 415, 1943, 380, 516, 281, 5300, 886, 867, 1651, 466, 264, 1674, 13, 1057, 264, 7389, 293, 1651, 294, 264, 1575, 295, 264, 5474, 586, 486, 1879, 420, 2060, 322, 264, 4754, 295, 2643, 13, 14993, 30, 823, 718, 311, 1029, 1071, 1168, 13, 407, 437, 366, 264, 5311, 597, 257, 5763, 10813, 393, 2500, 420, 393, 6052, 934, 415, 307, 516, 281, 5586, 341, 3361, 294, 264, 2575, 293, 8852, 295, 264, 4581, 30], "avg_logprob": -0.18103780569853606, "compression_ratio": 1.7008928571428572, "no_speech_prob": 0.0, "words": [{"start": 1091.49, "end": 1091.69, "word": " He", "probability": 0.51904296875}, {"start": 1091.69, "end": 1091.85, "word": " is", "probability": 0.82177734375}, {"start": 1091.85, "end": 1092.25, "word": " trusting", "probability": 0.94873046875}, {"start": 1092.25, "end": 1092.55, "word": " you", 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We can gain the trust of the customers by trying to achieve five things or five traits. Five traits. What's the meaning of traits? Characteristics. Characteristics. These characteristics should be available in your persona. 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Everybody likes you. Trait number two, competent, which means you are a qualified salesperson. You are knowing your business. 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Any question? Any comments about this? Now I'm going to give you two minutes. This is a case study. Please review it quickly and tell me what you understand or what does it talk about. Quickly. Two minutes.", "tokens": [407, 1604, 613, 366, 264, 1732, 2068, 19526, 420, 10891, 597, 820, 312, 2435, 294, 264, 12184, 420, 264, 2517, 295, 257, 5763, 10813, 281, 6052, 3361, 13, 2639, 1168, 30, 2639, 3053, 466, 341, 30, 823, 286, 478, 516, 281, 976, 291, 732, 2077, 13, 639, 307, 257, 1389, 2979, 13, 2555, 3131, 309, 2661, 293, 980, 385, 437, 291, 1223, 420, 437, 775, 309, 751, 466, 13, 31800, 13, 4453, 2077, 13], "avg_logprob": -0.2006250007947286, "compression_ratio": 1.5695652173913044, "no_speech_prob": 0.0, "words": [{"start": 1395.85, "end": 1396.11, "word": " So", "probability": 0.67578125}, {"start": 1396.11, "end": 1396.47, "word": " remember", "probability": 0.6884765625}, {"start": 1396.47, "end": 1396.95, "word": " these", "probability": 0.697265625}, {"start": 1396.95, "end": 1397.93, "word": " are", "probability": 0.9189453125}, {"start": 1397.93, "end": 1398.17, "word": " the", "probability": 0.87744140625}, {"start": 1398.17, "end": 1398.69, "word": " five", 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study which was talking about Rogers exactly we would like somebody to summarize it", "tokens": [341, 1389, 2979, 307, 27639, 505, 365, 264, 3894, 1389, 2979, 597, 390, 1417, 466, 29877, 2293, 321, 576, 411, 2618, 281, 20858, 309], "avg_logprob": -0.28109375953674315, "compression_ratio": 1.3238095238095238, "no_speech_prob": 0.0, "words": [{"start": 1430.37, "end": 1430.71, "word": " this", "probability": 0.10772705078125}, {"start": 1430.71, "end": 1430.91, "word": " case", "probability": 0.943359375}, {"start": 1430.91, "end": 1431.17, "word": " study", "probability": 0.91015625}, {"start": 1431.17, "end": 1431.31, "word": " is", "probability": 0.73681640625}, {"start": 1431.31, "end": 1431.57, "word": " reminding", "probability": 0.84716796875}, {"start": 1431.57, "end": 1431.85, "word": " us", "probability": 0.92431640625}, {"start": 1431.85, "end": 1431.97, "word": " with", "probability": 0.51708984375}, {"start": 1431.97, "end": 1432.07, "word": " the", "probability": 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What is the problem? What is the dilemma here? Don't be like the bird. Try to give us very detailed extensive answer. Don't pick the bait up and fly. Gone. 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The word reasoning means logic. And number two, if you were the sales manager of Jacob, are you going to criticize or are you going to approve her position? What's your answer? It's easy, go on Sam.", "tokens": [407, 264, 1168, 597, 321, 820, 1029, 11, 360, 291, 3986, 420, 1406, 264, 21577, 295, 14117, 30, 440, 1349, 21577, 1355, 9952, 13, 400, 1230, 732, 11, 498, 291, 645, 264, 5763, 6598, 295, 14117, 11, 366, 291, 516, 281, 31010, 420, 366, 291, 516, 281, 18827, 720, 2535, 30, 708, 311, 428, 1867, 30, 467, 311, 1858, 11, 352, 322, 4832, 13], "avg_logprob": -0.20408653846153846, "compression_ratio": 1.5026455026455026, "no_speech_prob": 0.0, "words": [{"start": 1586.89, "end": 1587.17, "word": " So", "probability": 0.7119140625}, {"start": 1587.17, "end": 1587.31, "word": " the", "probability": 0.646484375}, {"start": 1587.31, "end": 1587.71, "word": " question", "probability": 0.9013671875}, {"start": 1587.71, "end": 1587.93, "word": " which", "probability": 0.791015625}, {"start": 1587.93, "end": 1588.05, "word": " we", "probability": 0.80224609375}, {"start": 1588.05, "end": 1588.23, "word": " should", "probability": 0.95947265625}, {"start": 1588.23, 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customers as an asset for our company and looking for a long relationship Excellent and this is reminding us with the CLV which means customer lifetime value the value which we can gain from the customer is indeterminate by one sales transaction now we studied this before so the reasoning of Jacob is correct reason number two", "tokens": [1436, 321, 528, 281, 938, 337, 264, 4581, 382, 364, 11999, 337, 527, 2237, 293, 1237, 337, 257, 938, 2480, 16723, 293, 341, 307, 27639, 505, 365, 264, 12855, 53, 597, 1355, 5474, 11364, 2158, 264, 2158, 597, 321, 393, 6052, 490, 264, 5474, 307, 1016, 35344, 13923, 538, 472, 5763, 14425, 586, 321, 9454, 341, 949, 370, 264, 21577, 295, 14117, 307, 3006, 1778, 1230, 732], "avg_logprob": -0.279641540173222, "compression_ratio": 1.6589861751152073, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1614.01, "end": 1614.17, "word": " Because", "probability": 0.272705078125}, {"start": 1614.17, "end": 1614.45, "word": " we", "probability": 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Because we do not have a proof as a self-reliance. Can we claim that the fault or the breakage was because of this buyer? No. This is the second reason. That's it. Before a while, what did we say? We have to be honest. If we do not have the proof, why should we claim?", "tokens": [14117, 1177, 380, 362, 257, 8177, 498, 264, 24645, 6902, 341, 5927, 13, 1436, 321, 360, 406, 362, 257, 8177, 382, 257, 2698, 12, 265, 2081, 719, 13, 1664, 321, 3932, 300, 264, 7441, 420, 264, 1821, 609, 390, 570, 295, 341, 24645, 30, 883, 13, 639, 307, 264, 1150, 1778, 13, 663, 311, 309, 13, 4546, 257, 1339, 11, 437, 630, 321, 584, 30, 492, 362, 281, 312, 3245, 13, 759, 321, 360, 406, 362, 264, 8177, 11, 983, 820, 321, 3932, 30], "avg_logprob": -0.19466911133597878, "compression_ratio": 1.5990338164251208, "no_speech_prob": 3.5762786865234375e-07, "words": [{"start": 1644.67, "end": 1645.25, "word": " Jacob", "probability": 0.83056640625}, {"start": 1645.25, "end": 1645.73, "word": " doesn't", "probability": 0.859130859375}, {"start": 1645.73, "end": 1645.95, "word": " have", "probability": 0.9462890625}, {"start": 1645.95, "end": 1646.17, "word": " a", "probability": 0.6787109375}, {"start": 1646.17, "end": 1646.53, 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Any questions or comments about the case study?", "tokens": [663, 311, 309, 13, 2639, 1651, 420, 3053, 466, 264, 1389, 2979, 30], "avg_logprob": -0.26771763818604605, "compression_ratio": 0.8939393939393939, "no_speech_prob": 0.0, "words": [{"start": 1675.5, "end": 1675.82, "word": " That's", "probability": 0.762451171875}, {"start": 1675.82, "end": 1676.2, "word": " it.", "probability": 0.95654296875}, {"start": 1677.36, "end": 1677.54, "word": " Any", "probability": 0.89990234375}, {"start": 1677.54, "end": 1677.82, "word": " questions", "probability": 0.47216796875}, {"start": 1677.82, "end": 1677.96, "word": " or", "probability": 0.51025390625}, {"start": 1677.96, "end": 1678.26, "word": " comments", "probability": 0.83447265625}, {"start": 1678.26, "end": 1678.42, "word": " about", "probability": 0.71728515625}, {"start": 1678.42, "end": 1678.56, "word": " the", "probability": 0.58203125}, {"start": 1678.56, "end": 1678.68, "word": " case", "probability": 0.919921875}, {"start": 1678.68, "end": 1678.92, "word": " study?", "probability": 0.94580078125}], "temperature": 1.0}], "language": "en", "language_probability": 1.0, "duration": 1679.778, "duration_after_vad": 1600.3518749999967} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s.srt new file mode 100644 index 0000000000000000000000000000000000000000..8dbf24f1bcd18cd27580956d8687371be5189132 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s.srt @@ -0,0 +1,1981 @@ +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 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 +Salesforce, 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 on, + +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. Fourth, 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 models. Are we talking about one + +72 +00:04:26,490 --> 00:04:29,170 +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 +the 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 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 +its 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 could deal with these products, and he or + +91 +00:05:31,980 --> 00:05:37,790 +she could sell them easily. Why? Once again, the + +92 +00:05:37,790 --> 00:05:40,130 +characteristics of complication and the + +93 +00:05:40,130 --> 00:05:43,190 +complexity were 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. 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 has 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 +generalist. 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 +organizations that are 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 +or adaptive, it means we must + +112 +00:06:48,880 --> 00:06:51,580 +change or we must adapt to 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 +and 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 to 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 members + +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 effort to produce a maximum amount + +137 +00:08:13,170 --> 00:08:17,810 +of outcomes. So the same here. 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 of what we + +150 +00:09:01,910 --> 00:09:04,150 +defined 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 +organizing sales forces 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, then 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 +geography. Geography. In other words, if + +175 +00:10:36,760 --> 00:10:41,000 +I am going to hire Wala and Hanin and Alia and + +176 +00:10:41,000 --> 00:10:43,920 +Zakia, and how you are going to hire these sales + +177 +00:10:43,920 --> 00:10:46,620 +staff members, 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 the 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 Fatima to cover the 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 organization in + +187 +00:11:17,700 --> 00:11:21,260 +which each salesperson sells the firm's entire + +188 +00:11:21,260 --> 00:11:25,200 +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. Now, the + +191 +00:11:31,520 --> 00:11:33,880 +geographic areas have small sales territories and minimal + +192 +00:11:33,880 --> 00:11:37,720 +travel time. Salespeople spend a 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 belong to a + +197 +00:11:55,060 --> 00:11:58,000 +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 + +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? A 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 what 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 in depth on the + +253 +00:15:25,400 --> 00:15:28,680 +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 are 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 +ask 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 the 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, a 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 there are so many products to + +273 +00:16:31,490 --> 00:16:33,870 +sell, it is difficult to have the 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 of 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 items of 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 salespersons who are working according to the + +290 +00:17:33,350 --> 00:17:37,770 +generalist 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 customers. 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 to customers with problems and + +298 +00:18:03,260 --> 00:18:06,820 +needs 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. Salespersons 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 salespersons 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 much 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 share similar 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 a + +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 conditions, as we explained. The + +319 +00:19:19,120 --> 00:19:21,960 +disadvantages: number one, lack of 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 +lack 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 at the + +337 +00:20:17,070 --> 00:20:20,010 +expense of 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 the 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 +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 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 questions about the 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? An 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 members is geography. + +362 +00:21:42,360 --> 00:21:45,640 +Let's begin. This is the manager. Look here, we + +363 +00:21:45,640 --> 00:21:47,520 +have a central region. Look here, we have the + +364 +00:21:47,520 --> 00:21:49,380 +eastern region. Look here, we have the western. + +365 +00:21:50,060 --> 00:21:52,840 +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 members + +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 define the journalist model. Now let's go + +375 +00:22:23,800 --> 00:22:27,790 +and define the second one, which is product. In the + +376 +00:22:27,790 --> 00:22:30,810 +product specialization model, it 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 +company 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 this. Imagine I am going + +389 +00:23:13,520 --> 00:23:17,780 +to have a firm. This firm 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 type of product. Sometimes I'm + +392 +00:23:24,880 --> 00:23:29,060 +going to print printers, servers, microcomputers, + +393 +00:23:29,800 --> 00:23:32,920 +programmable calculators, copiers. Copiers mean, + +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 are we 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 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 printers. 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 printers, 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 +other products. 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 efforts. 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 --> 00:24:50,04 + +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 has 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, it 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 this. Let's + +453 +00:26:53,200 --> 00:26:57,180 +return 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 for a 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 for 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 that 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 intruders. 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 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 with 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 +himself or herself. Customer + +473 +00:28:06,750 --> 00:28:11,660 +specialization, referred to as 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 sells 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 members + +479 +00:28:28,360 --> 00:28:33,550 +is the type of 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 wealthy 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 as a 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 do 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. It is the best one to implement + +491 +00:29:06,180 --> 00:29:10,700 +this market segmentation. Look here. This is an + +492 +00:29:10,700 --> 00:29:13,950 +example of an 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 responsible for the 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 according to + +502 +00:29:44,610 --> 00:29:49,370 +who our customer is. If you are going to hire a + +503 +00:29:49,370 --> 00:29:52,210 +salesperson for the government, this means this + +504 +00:29:52,210 --> 00:29:55,730 +person knows all the people 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 Telecommunications, 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 +to the customer. Should we send the same person to 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 what is called + +513 +00:30:23,650 --> 00:30:26,590 +a 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 over 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 instead 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 Walaa is and he isn't going to be + +521 +00:30:59,970 --> 00:31:07,720 +interested in her. Why? Exactly. We are + +522 +00:31:07,720 --> 00:31:11,100 +used to dealing and cooperating with a + +523 +00:31:11,100 --> 00:31:15,760 +salesperson whose name is Walaa. Even if the main + +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 that 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 of the 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 +driven strategy. This is an advantage. Salespeople + +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 likes and they know what the customer + +534 +00:31:49,070 --> 00:31:51,990 +dislikes. Even they know how customers are + +535 +00:31:51,990 --> 00:31:55,850 +making their sales decisions. 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 specialists. + +538 +00:32:01,390 --> 00:32:05,500 +Salespeople. Disadvantages, number one: may + +539 +00:32:05,500 --> 00:32:09,640 +conflict with the marketing organization, or product + +540 +00:32:09,640 --> 00:32:13,060 +expertise may be lacking; or finally, it is more expensive + +541 +00:32:13,060 --> 00:32:16,820 +or even more expensive than model number two, + +542 +00:32:16,820 --> 00:32:20,680 +which is product specialists. Any questions or + +543 +00:32:20,680 --> 00:32:27,110 +comments about today's class? Any questions? Next + +544 +00:32:27,110 --> 00:32:28,610 +time we are going to begin with functional + +545 +00:32:28,610 --> 00:32:31,930 +specialists and we'll continue through this chapter. + +546 +00:32:32,130 --> 00:32:32,550 +Thank you. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..98ef46bee82302296ab3eafaa1b93d5323aff552 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/NYSWfyldd6s_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4900, "start": 20.94, "end": 49.0, "text": " Okay listen, good morning. Today we will start by an announcement. On December 1st, every group must submit its final project. December 1st is the deadline for finalizing and submission of the project which I explained, I asked you what to do at the very beginning of the semester. Why? 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Another thing, today we are going to begin with a new chapter, chapter number six. We are going to fasten our explanations and discussions for the bonds. Why? Simply because we are very late. What is left is only four weeks and we have to cover extra three chapters. Okay, let's begin. 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If you are able to do that, this means your sales team is efficient. If not, this means our sales team is not efficient. The third thing which is effectiveness. It means a buyer's favorable reaction to the sales effort. 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Any questions or comments? Go on. Fundamental structures for organization sales force are four. This is very essential, very crucial.", "tokens": [17764, 8477, 1355, 264, 3485, 281, 9021, 527, 992, 5493, 420, 15961, 13, 2639, 1651, 420, 3053, 30, 1037, 322, 13, 13493, 44538, 9227, 337, 4475, 5763, 3464, 366, 1451, 13, 639, 307, 588, 7115, 11, 588, 11462, 13], "avg_logprob": -0.27343748733401296, "compression_ratio": 1.375, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 546.92, "end": 547.64, "word": " Effectiveness", "probability": 0.7186279296875}, {"start": 547.64, "end": 547.92, "word": " means", "probability": 0.7861328125}, {"start": 547.92, "end": 548.12, "word": " the", "probability": 0.76513671875}, {"start": 548.12, "end": 548.4, "word": " ability", "probability": 0.94189453125}, {"start": 548.4, "end": 548.6, "word": " to", "probability": 0.96337890625}, {"start": 548.6, "end": 549.02, "word": " accomplish", "probability": 0.8681640625}, {"start": 549.02, "end": 549.32, "word": " our", "probability": 0.8076171875}, {"start": 549.32, "end": 549.64, "word": " set", "probability": 0.9111328125}, {"start": 549.64, "end": 550.0, "word": " goals", "probability": 0.9189453125}, {"start": 550.0, "end": 550.16, "word": " or", "probability": 0.8134765625}, {"start": 550.16, "end": 550.66, "word": " objectives.", "probability": 0.84521484375}, {"start": 551.64, "end": 551.9, "word": " Any", "probability": 0.708984375}, {"start": 551.9, "end": 552.28, "word": " questions", "probability": 0.5869140625}, {"start": 552.28, "end": 552.44, "word": " or", "probability": 0.55322265625}, {"start": 552.44, "end": 552.84, "word": " comments?", "probability": 0.86865234375}, {"start": 553.48, "end": 553.72, "word": " Go", "probability": 0.76904296875}, {"start": 553.72, "end": 553.92, "word": " on.", "probability": 0.93603515625}, {"start": 554.74, "end": 555.46, "word": " Fundamental", "probability": 0.829345703125}, {"start": 555.46, "end": 556.16, "word": " structures", "probability": 0.8291015625}, {"start": 556.16, "end": 556.38, "word": " for", "probability": 0.86279296875}, {"start": 556.38, "end": 556.78, "word": " organization", "probability": 0.372802734375}, {"start": 556.78, "end": 557.16, "word": " sales", "probability": 0.64599609375}, {"start": 557.16, "end": 557.52, "word": " force", "probability": 0.6552734375}, {"start": 557.52, "end": 557.84, "word": " are", "probability": 0.8916015625}, {"start": 557.84, "end": 558.3, "word": " four.", "probability": 0.396240234375}, {"start": 558.74, "end": 558.96, "word": " This", "probability": 0.7626953125}, {"start": 558.96, "end": 559.16, "word": " is", "probability": 0.94677734375}, {"start": 559.16, "end": 559.4, "word": " very", "probability": 0.78759765625}, {"start": 559.4, "end": 559.86, "word": " essential,", "probability": 0.78662109375}, {"start": 560.4, "end": 560.62, "word": " very", "probability": 0.83203125}, {"start": 560.62, "end": 560.98, "word": " crucial.", "probability": 0.90087890625}], "temperature": 1.0}, {"id": 23, "seek": 57741, "start": 561.92, "end": 577.42, "text": " We will talk about the generalist. Listen, this model was very popular and applicable before 1950. 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So they began innovating three kinds of models by which we are going to organize our staff members. So we'll talk about product specialization, third customer specialization, and the final one, the functional specialized model. All these things, they are models for organizational structures for sales staff members. 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The generalist structure, this model is considered to be the most feasible and comfortable and convenient model according to which we can organize our sales staff members or sales force. Somebody is going to wonder, this model is determined by what? It is determined by one word which is geography.", "tokens": [961, 311, 1841, 365, 264, 700, 472, 13, 440, 2674, 468, 3877, 11, 341, 2316, 307, 4888, 281, 312, 264, 881, 26648, 293, 4619, 293, 10851, 2316, 4650, 281, 597, 321, 393, 13859, 527, 5763, 3525, 2679, 420, 5763, 3464, 13, 13463, 307, 516, 281, 2441, 11, 341, 2316, 307, 9540, 538, 437, 30, 467, 307, 9540, 538, 472, 1349, 597, 307, 26695, 13], "avg_logprob": -0.1954326923076923, "compression_ratio": 1.6386138613861385, "no_speech_prob": 0.0, "words": [{"start": 606.15, "end": 606.47, "word": " Let's", "probability": 0.802734375}, {"start": 606.47, "end": 606.67, "word": " begin", "probability": 0.7958984375}, {"start": 606.67, "end": 606.83, "word": " with", "probability": 0.90185546875}, {"start": 606.83, "end": 606.97, "word": " the", "probability": 0.90771484375}, {"start": 606.97, "end": 607.27, "word": " first", "probability": 0.87548828125}, {"start": 607.27, "end": 607.59, "word": " one.", "probability": 0.8916015625}, 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In other words, if I am going to help Wala and Hanin and Alia and Zakia and how you are going to hire this says staff member, I am going to distribute them according to geography. 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The growth and profitability of our sales agency will not be dependent at all on this specific customer. So, in this method, the salesperson has a big opportunity. To do what? To go on depth of the local culture, economic and competitive conditions. 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Sales persons focus on lines with which they are comfortable, neglecting the lines that are newer, more difficult to sell but possibly more profitable.", "tokens": [407, 11, 457, 264, 37431, 295, 341, 17277, 2316, 307, 264, 3480, 13, 23467, 14453, 1879, 322, 3876, 365, 597, 436, 366, 4619, 11, 17745, 278, 264, 3876, 300, 366, 17628, 11, 544, 2252, 281, 3607, 457, 6264, 544, 21608, 13], "avg_logprob": -0.20238094847826732, "compression_ratio": 1.4635761589403973, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 934.57, "end": 935.21, "word": " So,", "probability": 0.467529296875}, {"start": 935.73, "end": 936.07, "word": " but", "probability": 0.80908203125}, {"start": 936.07, "end": 936.27, "word": " the", "probability": 0.82763671875}, {"start": 936.27, "end": 936.91, "word": " disadvantages", "probability": 0.6435546875}, {"start": 936.91, "end": 937.25, "word": " of", "probability": 0.96923828125}, {"start": 937.25, "end": 937.49, "word": " this", "probability": 0.9208984375}, {"start": 937.49, "end": 937.87, "word": " journalist", "probability": 0.50830078125}, {"start": 937.87, "end": 938.19, "word": " model", "probability": 0.82958984375}, {"start": 938.19, "end": 938.37, "word": " is", "probability": 0.88525390625}, {"start": 938.37, "end": 938.51, "word": " the", "probability": 0.912109375}, {"start": 938.51, "end": 938.83, "word": " following.", "probability": 0.90478515625}, {"start": 939.33, "end": 939.73, "word": " Sales", "probability": 0.51416015625}, {"start": 939.73, "end": 940.15, "word": " persons", "probability": 0.397216796875}, {"start": 940.15, "end": 940.55, "word": " focus", "probability": 0.9326171875}, {"start": 940.55, "end": 940.83, "word": " on", "probability": 0.9306640625}, {"start": 940.83, "end": 941.13, "word": " lines", "probability": 0.92724609375}, {"start": 941.13, "end": 941.37, "word": " with", "probability": 0.900390625}, {"start": 941.37, "end": 941.61, "word": " which", "probability": 0.9501953125}, {"start": 941.61, "end": 941.81, "word": " they", "probability": 0.8984375}, {"start": 941.81, "end": 942.11, "word": " are", "probability": 0.92333984375}, {"start": 942.11, "end": 942.73, "word": " comfortable,", "probability": 0.8828125}, {"start": 943.87, "end": 944.49, "word": " neglecting", "probability": 0.927734375}, {"start": 944.49, "end": 944.67, "word": " the", "probability": 0.89208984375}, {"start": 944.67, "end": 945.01, "word": " lines", "probability": 0.93798828125}, {"start": 945.01, "end": 945.23, "word": " that", "probability": 0.9375}, {"start": 945.23, "end": 945.69, "word": " are", "probability": 0.93310546875}, {"start": 945.69, "end": 946.25, "word": " newer,", "probability": 0.8125}, {"start": 946.79, "end": 946.99, "word": " more", "probability": 0.939453125}, {"start": 946.99, "end": 947.29, "word": " difficult", "probability": 0.912109375}, {"start": 947.29, "end": 947.53, "word": " to", "probability": 0.9638671875}, {"start": 947.53, "end": 947.77, "word": " sell", "probability": 0.88720703125}, {"start": 947.77, "end": 948.09, "word": " but", "probability": 0.54345703125}, {"start": 948.09, "end": 948.63, "word": " possibly", "probability": 0.87060546875}, {"start": 948.63, "end": 949.17, "word": " more", "probability": 0.92529296875}, {"start": 949.17, "end": 949.49, "word": " profitable.", "probability": 0.91455078125}], "temperature": 1.0}, {"id": 38, "seek": 97698, "start": 950.42, "end": 976.98, "text": " So in the example which we talked about the distribution of Wala and Hanin and Fatima. 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The answer is, this person is Swedish, and if he is Swedish, he doesn't belong to the homogeneous group which I know. So we are going to have what? A problem. Can I give him a solution? I cannot. Are you following me?", "tokens": [13463, 307, 516, 281, 584, 11, 983, 30, 440, 1867, 307, 11, 341, 954, 307, 23523, 11, 293, 498, 415, 307, 23523, 11, 415, 1177, 380, 5784, 281, 264, 42632, 1594, 597, 286, 458, 13, 407, 321, 366, 516, 281, 362, 437, 30, 316, 1154, 13, 1664, 286, 976, 796, 257, 3827, 30, 286, 2644, 13, 2014, 291, 3480, 385, 30], "avg_logprob": -0.1848538356923288, "compression_ratio": 1.439306358381503, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1026.98, "end": 1027.46, "word": " Somebody", "probability": 0.5673828125}, {"start": 1027.46, "end": 1027.68, "word": " is", "probability": 0.63330078125}, {"start": 1027.68, "end": 1027.82, "word": " going", "probability": 0.9345703125}, {"start": 1027.82, "end": 1027.98, "word": " to", "probability": 0.97265625}, {"start": 1027.98, "end": 1028.28, "word": " say,", "probability": 0.89599609375}, {"start": 1028.96, "end": 1029.48, "word": " why?", "probability": 0.50927734375}, {"start": 1030.04, "end": 1030.3, "word": " The", "probability": 0.82958984375}, {"start": 1030.3, "end": 1030.62, "word": " answer", "probability": 0.9609375}, {"start": 1030.62, "end": 1031.06, "word": " is,", "probability": 0.95068359375}, {"start": 1031.86, "end": 1032.14, "word": " this", "probability": 0.890625}, {"start": 1032.14, "end": 1032.52, "word": " person", "probability": 0.92041015625}, {"start": 1032.52, "end": 1032.74, "word": " is", "probability": 0.94970703125}, {"start": 1032.74, "end": 1033.24, "word": " Swedish,", "probability": 0.75341796875}, {"start": 1033.74, "end": 1033.84, "word": " and", "probability": 0.6435546875}, {"start": 1033.84, "end": 1034.0, "word": " if", "probability": 0.94873046875}, {"start": 1034.0, "end": 1034.12, "word": " he", "probability": 0.9609375}, {"start": 1034.12, "end": 1034.3, "word": " is", "probability": 0.8701171875}, {"start": 1034.3, "end": 1034.8, "word": " Swedish,", "probability": 0.89013671875}, {"start": 1035.18, "end": 1035.34, "word": " he", "probability": 0.9130859375}, {"start": 1035.34, "end": 1035.72, "word": " doesn't", "probability": 0.846435546875}, {"start": 1035.72, "end": 1035.92, "word": " belong", "probability": 0.865234375}, {"start": 1035.92, "end": 1036.12, "word": " to", "probability": 0.95751953125}, {"start": 1036.12, "end": 1036.26, "word": " the", "probability": 0.826171875}, {"start": 1036.26, "end": 1036.62, "word": " homogeneous", "probability": 0.6142578125}, {"start": 1036.62, "end": 1037.12, "word": " group", "probability": 0.96240234375}, {"start": 1037.12, "end": 1037.62, "word": " which", "probability": 0.4814453125}, {"start": 1037.62, "end": 1037.84, "word": " I", "probability": 0.98583984375}, {"start": 1037.84, "end": 1038.12, "word": " know.", "probability": 0.88232421875}, {"start": 1039.42, "end": 1039.68, "word": " So", "probability": 0.93017578125}, {"start": 1039.68, "end": 1039.84, "word": " we", "probability": 0.61669921875}, {"start": 1039.84, "end": 1039.96, "word": " are", "probability": 0.89697265625}, {"start": 1039.96, "end": 1040.2, "word": " going", "probability": 0.94482421875}, {"start": 1040.2, "end": 1040.36, "word": " to", "probability": 0.96923828125}, {"start": 1040.36, "end": 1040.54, "word": " have", "probability": 0.94775390625}, {"start": 1040.54, "end": 1040.88, "word": " what?", "probability": 0.82373046875}, {"start": 1041.0, "end": 1041.18, "word": " A", "probability": 0.951171875}, {"start": 1041.18, "end": 1041.6, "word": " problem.", "probability": 0.86767578125}, {"start": 1041.96, "end": 1042.18, "word": " Can", "probability": 0.958984375}, {"start": 1042.18, "end": 1042.34, "word": " I", "probability": 0.99267578125}, {"start": 1042.34, "end": 1042.58, "word": " give", "probability": 0.89306640625}, {"start": 1042.58, "end": 1042.86, "word": " him", "probability": 0.91845703125}, {"start": 1042.86, "end": 1043.2, "word": " a", "probability": 0.98681640625}, {"start": 1043.2, "end": 1043.6, "word": " solution?", "probability": 0.9521484375}, {"start": 1043.76, "end": 1043.92, "word": " I", "probability": 0.9755859375}, {"start": 1043.92, "end": 1044.2, "word": " cannot.", "probability": 0.73681640625}, {"start": 1046.42, "end": 1046.94, "word": " Are", "probability": 0.92822265625}, {"start": 1046.94, "end": 1047.04, "word": " you", "probability": 0.9619140625}, {"start": 1047.04, "end": 1047.22, "word": " following", "probability": 0.931640625}, {"start": 1047.22, "end": 1047.44, "word": " me?", "probability": 0.95556640625}], "temperature": 1.0}, {"id": 42, "seek": 107079, "start": 1048.61, "end": 1070.79, "text": " So, all the time remember, the sales persons who are working according to the general structure, they will do their best if they are dealing with customers who are belonging to the same homogeneous group of the customer. But if one of them is approaching from outside this group, we will encounter difficulty with him or her. Clear?", "tokens": [407, 11, 439, 264, 565, 1604, 11, 264, 5763, 14453, 567, 366, 1364, 4650, 281, 264, 2674, 3877, 11, 436, 486, 360, 641, 1151, 498, 436, 366, 6260, 365, 4581, 567, 366, 22957, 281, 264, 912, 42632, 1594, 295, 264, 5474, 13, 583, 498, 472, 295, 552, 307, 14908, 490, 2380, 341, 1594, 11, 321, 486, 8593, 10360, 365, 796, 420, 720, 13, 14993, 30], "avg_logprob": -0.16785037336927472, "compression_ratio": 1.6485148514851484, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1048.61, "end": 1049.05, "word": " So,", "probability": 0.798828125}, {"start": 1049.39, "end": 1049.65, "word": " all", "probability": 0.85546875}, {"start": 1049.65, "end": 1049.81, "word": " the", "probability": 0.90771484375}, {"start": 1049.81, "end": 1050.03, "word": " time", "probability": 0.88623046875}, {"start": 1050.03, "end": 1050.51, "word": " remember,", "probability": 0.6552734375}, {"start": 1050.97, "end": 1051.09, "word": " the", "probability": 0.7998046875}, {"start": 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Gone. So salespersons may find themselves at a competitive disadvantage if they are asked to sell customers with problems and deeds that are diverse and complex, diverse from the homogeneous group. Then it's very difficult for this salesperson to solve the problem for them.", "tokens": [14993, 30, 39068, 13, 407, 5763, 21819, 892, 815, 915, 2969, 412, 257, 10043, 24292, 498, 436, 366, 2351, 281, 3607, 4581, 365, 2740, 293, 24539, 300, 366, 9521, 293, 3997, 11, 9521, 490, 264, 42632, 1594, 13, 1396, 309, 311, 588, 2252, 337, 341, 5763, 10813, 281, 5039, 264, 1154, 337, 552, 13], "avg_logprob": -0.21349432305856184, "compression_ratio": 1.5080213903743316, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 1071.86, "end": 1072.2, "word": " Clear?", "probability": 0.76318359375}, {"start": 1073.0, "end": 1073.38, "word": " Gone.", "probability": 0.8935546875}, {"start": 1073.88, "end": 1074.06, "word": " So", "probability": 0.646484375}, {"start": 1074.06, "end": 1074.8, "word": " salespersons", "probability": 0.6878255208333334}, {"start": 1074.8, "end": 1075.02, "word": " may", "probability": 0.9296875}, {"start": 1075.02, "end": 1075.36, "word": " find", "probability": 0.8916015625}, {"start": 1075.36, "end": 1075.86, "word": " themselves", "probability": 0.69384765625}, {"start": 1075.86, "end": 1076.1, "word": " at", "probability": 0.96240234375}, {"start": 1076.1, "end": 1076.22, "word": " a", "probability": 0.92236328125}, {"start": 1076.22, "end": 1076.6, "word": " competitive", "probability": 0.97119140625}, {"start": 1076.6, "end": 1077.46, "word": " disadvantage", "probability": 0.7880859375}, {"start": 1077.46, "end": 1079.84, "word": " if", "probability": 0.75732421875}, {"start": 1079.84, "end": 1080.06, "word": " they", "probability": 0.89453125}, {"start": 1080.06, "end": 1080.32, "word": " are", "probability": 0.91943359375}, {"start": 1080.32, "end": 1080.62, "word": " asked", "probability": 0.8525390625}, {"start": 1080.62, "end": 1080.8, "word": " to", "probability": 0.97021484375}, {"start": 1080.8, "end": 1080.98, "word": " sell", "probability": 0.87939453125}, {"start": 1080.98, "end": 1081.5, "word": " customers", "probability": 0.841796875}, {"start": 1081.5, "end": 1081.68, "word": " with", "probability": 0.64501953125}, {"start": 1081.68, "end": 1082.24, "word": " problems", "probability": 0.7958984375}, {"start": 1082.24, "end": 1083.26, "word": " and", "probability": 0.78759765625}, {"start": 1083.26, "end": 1083.64, "word": " deeds", "probability": 0.45166015625}, {"start": 1083.64, "end": 1084.0, "word": " that", "probability": 0.93408203125}, {"start": 1084.0, "end": 1084.26, "word": " are", "probability": 0.9384765625}, {"start": 1084.26, "end": 1084.74, "word": " diverse", "probability": 0.80322265625}, {"start": 1084.74, "end": 1084.94, "word": " and", "probability": 0.9091796875}, {"start": 1084.94, "end": 1085.38, "word": " complex,", "probability": 0.88720703125}, {"start": 1085.96, "end": 1086.38, "word": " diverse", "probability": 0.72900390625}, {"start": 1086.38, "end": 1086.82, "word": " from", "probability": 0.88330078125}, {"start": 1086.82, "end": 1087.4, "word": " the", "probability": 0.7373046875}, {"start": 1087.4, "end": 1087.8, "word": " homogeneous", "probability": 0.8330078125}, {"start": 1087.8, "end": 1088.16, "word": " group.", "probability": 0.94775390625}, {"start": 1089.26, "end": 1089.7, "word": " Then", "probability": 0.8359375}, {"start": 1089.7, "end": 1090.52, "word": " it's", "probability": 0.666748046875}, {"start": 1090.52, "end": 1090.74, "word": " very", "probability": 0.8427734375}, {"start": 1090.74, "end": 1091.12, "word": " difficult", "probability": 0.91845703125}, {"start": 1091.12, "end": 1091.48, "word": " for", "probability": 0.94189453125}, {"start": 1091.48, "end": 1091.78, "word": " this", "probability": 0.7119140625}, {"start": 1091.78, "end": 1092.52, "word": " salesperson", "probability": 0.956298828125}, {"start": 1092.52, "end": 1092.82, "word": " to", "probability": 0.96728515625}, {"start": 1092.82, "end": 1093.64, "word": " solve", "probability": 0.9189453125}, {"start": 1093.64, "end": 1093.82, "word": " the", "probability": 0.88623046875}, {"start": 1093.82, "end": 1094.06, "word": " problem", "probability": 0.86767578125}, {"start": 1094.06, "end": 1094.3, "word": " for", "probability": 0.9287109375}, {"start": 1094.3, "end": 1094.48, "word": " them.", "probability": 0.8974609375}], "temperature": 1.0}, {"id": 44, "seek": 112396, "start": 1095.68, "end": 1123.96, "text": " Sales persons may spend too much time with customers who are easy to sell. This is the thing which we like as sales persons who are working according to the generalist structure. We like to work with persons who are easy to sell and are not profitable or have an opportunity to grow. We do not care. 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So, many organizations have decided that they need to specialize beyond simple geography. This happened when? Especially after 1950. 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The advantages, best for homogeneous group of buyers. Another advantage, in-depth knowledge of the local culture, economic and competitive condition, as we explained. The disadvantages, number one, lack knowledge of the product. Stop here. If you are going to ask Walaa or Fatima,", "tokens": [1407, 20858, 11, 437, 366, 264, 14906, 295, 264, 2674, 468, 2316, 293, 1080, 37431, 30, 440, 14906, 11, 1151, 337, 42632, 1594, 295, 23465, 13, 3996, 5002, 11, 294, 12, 25478, 3601, 295, 264, 2654, 3713, 11, 4836, 293, 10043, 4188, 11, 382, 321, 8825, 13, 440, 37431, 11, 1230, 472, 11, 5011, 3601, 295, 264, 1674, 13, 5535, 510, 13, 759, 291, 366, 516, 281, 1029, 9707, 4332, 420, 16948, 4775, 11], "avg_logprob": -0.26500001112620036, "compression_ratio": 1.6194690265486726, "no_speech_prob": 0.0, "words": [{"start": 1142.84, "end": 1143.04, "word": " To", "probability": 0.79833984375}, {"start": 1143.04, "end": 1143.36, "word": " summarize,", "probability": 0.79736328125}, {"start": 1143.62, "end": 1143.74, "word": " what", "probability": 0.9013671875}, {"start": 1143.74, "end": 1143.88, "word": " are", "probability": 0.93017578125}, {"start": 1143.88, "end": 1144.04, "word": " the", "probability": 0.90234375}, {"start": 1144.04, 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This person or salesperson might not know the answer unless he is going to read the ingredients on the packet of the product. Why? Look at here. The generalist structure, we are talking about expansion horizontally. We know this product and this product and this product and this product and this product and so on. Horizontal knowledge. 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Somebody is going to say, what's the meaning of vertical knowledge? This one. Everything about this product, can we know that? We cannot. Why? Because this is a natural thing in the mind of human beings. 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So in this case, Fatima or Wala might say, give me a minute and he will begin or she will begin reading the ingredients and trying to figure out where this product was manufactured and so on. They do not have deep technical knowledge about 1X product. Why? 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A second disadvantage, inability to create solutions for the customer problems. As we said, if a person doesn't belong to the homogeneous group, we cannot solve the problem for him or her. And a third disadvantage, focus on easy to sell customers. This is the thing which we like. But we are not ready to work with any troublemaker buyers or any troublemaker consumers. 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This is very important and this is an example. Example of what? Example of an organizational structure about how we can organize our sales team according to the generalist model. 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Clear? So geography is the base. Where? In the journalist model. By this we killed the journalist model. 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It's very difficult. Why? We are talking about complicated products which require different technical knowledge. So what should we do? We should distribute our sales staff members according to the product. 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The same thing with these things. Exactly. We are talking about the vertical knowledge rather than the horizontal one. Clear? Any questions and comments? Now go on. So let's sum up. What are the advantages of this product specialization model? 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1479.56, "end": 1505.82, "text": " In other words, when we are saying sales efforts, we are going to look at the product itself and we are going to calculate how much of the sales volume was achieved regarding the sales of this product. If it is excellent, this means it is an expression for the sales person who is responsible for selling this product. Second, expertise developed in limited number of products. Limited, why? 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Listen here. Having the same technical knowledge. Excellent. 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We do not think so. Why? Because this person is occupying or is having a technical knowledge. And we need this technical knowledge. Because of this what we are saying. We are saying it is expensive. Clear? Second, may result in duplication of sales calls to clients. This is very dangerous. Somebody is going to say, what is the meaning of this? 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Imagine Fatima is working as a specialized salesperson for a printer. Hanin is working as a specialized salesperson for a server. I am a customer. Hanin might call me talking about an offer of server. Wallahi, after less than an hour, Fatima will call the same customer. She will call me talking about a new offer of the printer. 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Very bad. Why very bad? Because we mentioned this last time, we should not be seen as pushy. We should not be seen as intruder. Because of this, we are saying this product specialized model, it requires a huge effort of coordination in order to avoid duplication and in order not to confuse our own customers. Clear?", "tokens": [708, 307, 264, 9995, 597, 264, 5474, 307, 516, 281, 362, 466, 552, 30, 4372, 1578, 13, 1545, 588, 1578, 30, 1436, 321, 2835, 341, 1036, 565, 11, 321, 820, 406, 312, 1612, 382, 2944, 88, 13, 492, 820, 406, 312, 1612, 382, 17467, 28230, 13, 1436, 295, 341, 11, 321, 366, 1566, 341, 1674, 19813, 2316, 11, 309, 7029, 257, 2603, 4630, 295, 21252, 294, 1668, 281, 5042, 17154, 399, 293, 294, 1668, 406, 281, 28584, 527, 1065, 4581, 13, 14993, 30], "avg_logprob": -0.1874999948555515, "compression_ratio": 1.6724137931034482, "no_speech_prob": 0.0, "words": [{"start": 1642.95, "end": 1643.17, "word": " What", "probability": 0.35791015625}, {"start": 1643.17, "end": 1643.39, "word": " is", "probability": 0.8203125}, {"start": 1643.39, "end": 1643.51, "word": " the", "probability": 0.85693359375}, {"start": 1643.51, "end": 1643.83, "word": " impression", "probability": 0.82861328125}, {"start": 1643.83, "end": 1644.19, "word": " which", "probability": 0.61181640625}, {"start": 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Let's conclude by the third one which is customer. Now our priority is not the product but the customer itself or himself or herself. Customer specialization.", "tokens": [14993, 13, 961, 311, 16886, 538, 264, 2636, 472, 597, 307, 5474, 13, 823, 527, 9365, 307, 406, 264, 1674, 457, 264, 5474, 2564, 420, 3647, 420, 7530, 13, 37168, 2121, 2144, 13], "avg_logprob": -0.2846967016949373, "compression_ratio": 1.3833333333333333, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1673.1100000000001, "end": 1673.91, "word": " Clear.", "probability": 0.485107421875}, {"start": 1675.13, "end": 1675.63, "word": " Let's", "probability": 0.90576171875}, {"start": 1675.63, "end": 1676.13, "word": " conclude", "probability": 0.7978515625}, {"start": 1676.13, "end": 1676.69, "word": " by", "probability": 0.849609375}, {"start": 1676.69, "end": 1677.35, "word": " the", "probability": 0.89208984375}, {"start": 1677.35, "end": 1677.69, "word": " third", "probability": 0.91162109375}, {"start": 1677.69, "end": 1678.01, "word": " one", "probability": 0.8291015625}, {"start": 1678.01, "end": 1678.29, "word": " which", "probability": 0.57568359375}, {"start": 1678.29, "end": 1678.69, "word": " is", "probability": 0.95068359375}, {"start": 1678.69, "end": 1679.51, "word": " customer.", "probability": 0.327880859375}, {"start": 1679.97, "end": 1680.33, "word": " Now", "probability": 0.8828125}, {"start": 1680.33, "end": 1680.63, "word": " our", "probability": 0.65478515625}, {"start": 1680.63, "end": 1680.95, "word": " priority", "probability": 0.95068359375}, {"start": 1680.95, "end": 1681.17, "word": " is", "probability": 0.6708984375}, {"start": 1681.17, "end": 1681.29, "word": " not", "probability": 0.54345703125}, {"start": 1681.29, "end": 1681.43, "word": " the", "probability": 0.69482421875}, {"start": 1681.43, "end": 1681.71, "word": " product", "probability": 0.90087890625}, {"start": 1681.71, "end": 1682.11, "word": " but", "probability": 0.62060546875}, {"start": 1682.11, "end": 1682.81, "word": " the", "probability": 0.86669921875}, {"start": 1682.81, "end": 1683.17, "word": " customer", "probability": 0.76318359375}, {"start": 1683.17, "end": 1683.87, "word": " itself", "probability": 0.54541015625}, {"start": 1683.87, "end": 1684.37, "word": " or", "probability": 0.7646484375}, {"start": 1684.37, "end": 1684.75, "word": " himself", "probability": 0.8212890625}, {"start": 1684.75, "end": 1684.93, "word": " or", "probability": 0.90771484375}, {"start": 1684.93, "end": 1685.33, "word": " herself.", "probability": 0.73779296875}, {"start": 1686.33, "end": 1686.75, "word": " Customer", "probability": 0.84375}, {"start": 1686.75, "end": 1687.51, "word": " specialization.", "probability": 0.931396484375}], "temperature": 1.0}, {"id": 67, "seek": 171098, "start": 1689.42, "end": 1710.98, "text": " referred also as a vertical marketing rather than horizontal marketing, in which each salesperson or sales team tells the entire product line to selected types of buyers. We underline the selected types of buyers because the backbone of distributing our sales team member is the type of the customer.", "tokens": [10839, 611, 382, 257, 9429, 6370, 2831, 813, 12750, 6370, 11, 294, 597, 1184, 5763, 10813, 420, 5763, 1469, 5112, 264, 2302, 1674, 1622, 281, 8209, 3467, 295, 23465, 13, 492, 833, 1889, 264, 8209, 3467, 295, 23465, 570, 264, 34889, 295, 41406, 527, 5763, 1469, 4006, 307, 264, 2010, 295, 264, 5474, 13], "avg_logprob": -0.18991477977145801, "compression_ratio": 1.7102272727272727, "no_speech_prob": 0.0, "words": [{"start": 1689.42, "end": 1690.08, "word": " referred", "probability": 0.7109375}, {"start": 1690.08, "end": 1690.48, "word": " also", "probability": 0.767578125}, {"start": 1690.48, "end": 1690.9, "word": " as", "probability": 0.939453125}, {"start": 1690.9, "end": 1691.3, "word": " a", "probability": 0.79248046875}, {"start": 1691.3, "end": 1691.66, "word": " vertical", "probability": 0.72509765625}, {"start": 1691.66, "end": 1692.24, "word": " marketing", "probability": 0.71240234375}, {"start": 1692.24, "end": 1692.68, "word": " rather", "probability": 0.8330078125}, {"start": 1692.68, "end": 1693.24, "word": " than", "probability": 0.94775390625}, {"start": 1693.24, "end": 1694.16, "word": " horizontal", "probability": 0.7490234375}, {"start": 1694.16, "end": 1694.76, "word": " marketing,", "probability": 0.72314453125}, {"start": 1695.18, "end": 1695.34, "word": " in", "probability": 0.93505859375}, {"start": 1695.34, "end": 1695.62, "word": " which", "probability": 0.9453125}, {"start": 1695.62, "end": 1696.02, "word": " each", "probability": 0.94287109375}, {"start": 1696.02, "end": 1696.74, "word": " salesperson", "probability": 0.919677734375}, {"start": 1696.74, "end": 1697.0, "word": " or", "probability": 0.93310546875}, {"start": 1697.0, "end": 1697.32, "word": " sales", "probability": 0.94775390625}, {"start": 1697.32, "end": 1697.6, "word": " team", "probability": 0.93359375}, {"start": 1697.6, "end": 1698.2, "word": " tells", "probability": 0.59375}, {"start": 1698.2, "end": 1698.68, "word": " the", "probability": 0.90771484375}, {"start": 1698.68, "end": 1699.08, "word": " entire", "probability": 0.927734375}, {"start": 1699.08, "end": 1699.38, "word": " product", "probability": 0.87158203125}, {"start": 1699.38, "end": 1699.8, "word": " line", "probability": 0.9052734375}, {"start": 1699.8, "end": 1699.96, "word": " to", "probability": 0.96533203125}, {"start": 1699.96, "end": 1700.34, "word": " selected", "probability": 0.5}, {"start": 1700.34, "end": 1700.62, "word": " types", "probability": 0.483642578125}, {"start": 1700.62, "end": 1700.74, "word": " of", "probability": 0.97021484375}, {"start": 1700.74, "end": 1701.02, "word": " buyers.", "probability": 0.94482421875}, {"start": 1701.72, "end": 1701.92, "word": " We", "probability": 0.8408203125}, {"start": 1701.92, "end": 1702.54, "word": " underline", "probability": 0.930908203125}, {"start": 1702.54, "end": 1702.74, "word": " the", "probability": 0.859375}, {"start": 1702.74, "end": 1703.04, "word": " selected", "probability": 0.8115234375}, {"start": 1703.04, "end": 1703.44, "word": " types", "probability": 0.76953125}, {"start": 1703.44, "end": 1703.58, "word": " of", "probability": 0.966796875}, {"start": 1703.58, "end": 1703.88, "word": " buyers", "probability": 0.93212890625}, {"start": 1703.88, "end": 1705.36, "word": " because", "probability": 0.42724609375}, {"start": 1705.36, "end": 1705.62, "word": " the", "probability": 0.91845703125}, {"start": 1705.62, "end": 1705.94, "word": " backbone", "probability": 0.93896484375}, {"start": 1705.94, "end": 1706.62, "word": " of", "probability": 0.966796875}, {"start": 1706.62, "end": 1707.26, "word": " distributing", "probability": 0.84033203125}, {"start": 1707.26, "end": 1707.58, "word": " our", "probability": 0.87646484375}, {"start": 1707.58, "end": 1707.88, "word": " sales", "probability": 0.9384765625}, {"start": 1707.88, "end": 1708.1, "word": " team", "probability": 0.98046875}, {"start": 1708.1, "end": 1708.36, "word": " member", "probability": 0.446533203125}, {"start": 1708.36, "end": 1708.78, "word": " is", "probability": 0.853515625}, {"start": 1708.78, "end": 1709.94, "word": " the", "probability": 0.83349609375}, {"start": 1709.94, "end": 1710.38, "word": " type", "probability": 0.95751953125}, {"start": 1710.38, "end": 1710.58, "word": " of", "probability": 0.96533203125}, {"start": 1710.58, "end": 1710.72, "word": " the", "probability": 0.73291015625}, {"start": 1710.72, "end": 1710.98, "word": " customer.", "probability": 0.68603515625}], "temperature": 1.0}, {"id": 68, "seek": 172667, "start": 1712.57, "end": 1726.67, "text": " Are we talking about a VIP customer? Are we talking about an ordinary customer? Are we talking about a rich customer? Are we talking about a poor customer? Are we talking about a manufacturer customer? Or are we talking about a government customer?", "tokens": [2014, 321, 1417, 466, 257, 29732, 5474, 30, 2014, 321, 1417, 466, 364, 10547, 5474, 30, 2014, 321, 1417, 466, 257, 4593, 5474, 30, 2014, 321, 1417, 466, 257, 4716, 5474, 30, 2014, 321, 1417, 466, 257, 18022, 5474, 30, 1610, 366, 321, 1417, 466, 257, 2463, 5474, 30], "avg_logprob": -0.17250000536441804, "compression_ratio": 2.5670103092783507, "no_speech_prob": 0.0, "words": [{"start": 1712.57, "end": 1712.83, "word": " Are", "probability": 0.853515625}, {"start": 1712.83, "end": 1712.97, "word": " we", "probability": 0.93408203125}, {"start": 1712.97, "end": 1713.27, "word": " talking", "probability": 0.8447265625}, {"start": 1713.27, "end": 1713.55, "word": " about", "probability": 0.9130859375}, {"start": 1713.55, "end": 1713.67, "word": " a", "probability": 0.20654296875}, {"start": 1713.67, "end": 1713.85, "word": " VIP", "probability": 0.8134765625}, {"start": 1713.85, "end": 1714.37, "word": " customer?", "probability": 0.77978515625}, {"start": 1714.89, "end": 1715.07, "word": " Are", "probability": 0.693359375}, {"start": 1715.07, "end": 1715.19, "word": " we", "probability": 0.962890625}, {"start": 1715.19, "end": 1715.43, "word": " talking", "probability": 0.86279296875}, {"start": 1715.43, "end": 1715.69, "word": " about", "probability": 0.90283203125}, {"start": 1715.69, "end": 1715.77, "word": " an", "probability": 0.69873046875}, {"start": 1715.77, "end": 1716.01, "word": " ordinary", "probability": 0.884765625}, {"start": 1716.01, "end": 1716.43, "word": " customer?", "probability": 0.7685546875}, {"start": 1716.89, "end": 1717.15, "word": " Are", "probability": 0.9423828125}, {"start": 1717.15, "end": 1717.29, "word": " we", "probability": 0.9619140625}, {"start": 1717.29, "end": 1717.53, "word": " talking", "probability": 0.853515625}, {"start": 1717.53, "end": 1717.83, "word": " about", "probability": 0.89453125}, {"start": 1717.83, "end": 1717.93, "word": " a", "probability": 0.96044921875}, {"start": 1717.93, "end": 1718.13, "word": " rich", "probability": 0.8427734375}, {"start": 1718.13, "end": 1718.55, "word": " customer?", "probability": 0.76708984375}, {"start": 1719.11, "end": 1719.39, "word": " Are", "probability": 0.92822265625}, {"start": 1719.39, "end": 1719.53, "word": " we", "probability": 0.9638671875}, {"start": 1719.53, "end": 1719.75, "word": " talking", "probability": 0.8603515625}, {"start": 1719.75, "end": 1720.01, "word": " about", "probability": 0.908203125}, {"start": 1720.01, "end": 1720.11, "word": " a", "probability": 0.96533203125}, {"start": 1720.11, "end": 1720.31, "word": " poor", "probability": 0.96630859375}, {"start": 1720.31, "end": 1720.73, "word": " customer?", "probability": 0.77685546875}, {"start": 1721.31, "end": 1721.51, "word": " Are", "probability": 0.951171875}, {"start": 1721.51, "end": 1721.69, "word": " we", "probability": 0.9638671875}, {"start": 1721.69, "end": 1721.91, "word": " talking", "probability": 0.87158203125}, {"start": 1721.91, "end": 1722.19, "word": " about", "probability": 0.89697265625}, {"start": 1722.19, "end": 1722.35, "word": " a", "probability": 0.94482421875}, {"start": 1722.35, "end": 1722.85, "word": " manufacturer", "probability": 0.78515625}, {"start": 1722.85, "end": 1723.37, "word": " customer?", "probability": 0.5263671875}, {"start": 1723.93, "end": 1724.05, "word": " Or", "probability": 0.8193359375}, {"start": 1724.05, "end": 1724.17, "word": " are", "probability": 0.89453125}, {"start": 1724.17, "end": 1724.45, "word": " we", "probability": 0.96337890625}, {"start": 1724.45, "end": 1724.73, "word": " talking", "probability": 0.875}, {"start": 1724.73, "end": 1725.05, "word": " about", "probability": 0.90380859375}, {"start": 1725.05, "end": 1725.27, "word": " a", "probability": 0.96875}, {"start": 1725.27, "end": 1725.61, "word": " government", "probability": 0.88671875}, {"start": 1725.61, "end": 1726.67, "word": " customer?", "probability": 0.64306640625}], "temperature": 1.0}, {"id": 69, "seek": 175222, "start": 1727.8, "end": 1752.22, "text": " And let's talk about this. So this type is used by companies as companies try to become more market oriented. So if you are going to make something called market segmentation, the third model, which is called customer specialization, is the best one to implement this thing. Is the best one to implement this market segmentation. Look at here. 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Not necessarily. Why? Because each salesperson has developed something called social relationship. This social relationship cannot be constructed in 24 hours. 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Why? 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Even a fattened purpose for this company is marketing. Because of this, sometimes this is going to what? To overcome the efforts and the goals which might be achieved by the marketing department within the same organization. Clear? Yes. 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Any question or comments about today's class? 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Thank you.", "tokens": [3087, 565, 321, 366, 516, 281, 1841, 365, 257, 11745, 17008, 293, 321, 603, 352, 322, 807, 341, 7187, 13, 1044, 291, 13], "avg_logprob": -0.2713216257592042, "compression_ratio": 1.1702127659574468, "no_speech_prob": 1.0132789611816406e-06, "words": [{"start": 1946.77, "end": 1947.11, "word": " Next", "probability": 0.61572265625}, {"start": 1947.11, "end": 1947.39, "word": " time", "probability": 0.83349609375}, {"start": 1947.39, "end": 1947.51, "word": " we", "probability": 0.67578125}, {"start": 1947.51, "end": 1947.59, "word": " are", "probability": 0.64990234375}, {"start": 1947.59, "end": 1947.73, "word": " going", "probability": 0.94482421875}, {"start": 1947.73, "end": 1947.85, "word": " to", "probability": 0.9716796875}, {"start": 1947.85, "end": 1948.05, "word": " begin", "probability": 0.82666015625}, {"start": 1948.05, "end": 1948.19, "word": " with", "probability": 0.890625}, {"start": 1948.19, "end": 1948.31, "word": " a", "probability": 0.3310546875}, {"start": 1948.31, "end": 1948.61, "word": " functional", "probability": 0.74462890625}, {"start": 1948.61, "end": 1949.15, "word": " specialist", "probability": 0.94287109375}, {"start": 1949.15, "end": 1949.81, "word": " and", "probability": 0.681640625}, {"start": 1949.81, "end": 1950.05, "word": " we'll", "probability": 0.600341796875}, {"start": 1950.05, "end": 1950.23, "word": " go", "probability": 0.95654296875}, {"start": 1950.23, "end": 1950.51, "word": " on", "probability": 0.89990234375}, {"start": 1950.51, "end": 1950.89, "word": " through", "probability": 0.90625}, {"start": 1950.89, "end": 1951.59, "word": " this", "probability": 0.92919921875}, {"start": 1951.59, "end": 1951.93, "word": " chapter.", "probability": 0.8740234375}, {"start": 1952.13, "end": 1952.35, "word": " Thank", "probability": 0.8828125}, {"start": 1952.35, "end": 1952.55, "word": " you.", "probability": 0.9296875}], "temperature": 1.0}], "language": "en", "language_probability": 1.0, "duration": 1953.3555, "duration_after_vad": 1880.7868749999943} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8.srt new file mode 100644 index 0000000000000000000000000000000000000000..4ad7c4390094b79957d00fc5602ca81856f051cd --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8.srt @@ -0,0 +1,1308 @@ + +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 of 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 the dependent variable. 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. 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's 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 +salespeople 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 about 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 +reflected 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 to be 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 a 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 of all the things which we talked about. + +57 +00:03:45,920 --> 00:03:48,800 +Remember, this is the 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 members. His name is Jaws Gorilla. Listen, + +64 +00:04:14,720 --> 00:04:18,840 +the word "gorilla" in English means street war. + +65 +00:04:20,040 --> 00:04:23,880 +Street war. Somebody is going to say, "Why are + +66 +00:04:23,880 --> 00:04:26,080 +we going to give the name for the assembly '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. Two minutes, quickly. + +70 +00:04:36,310 --> 00:04:42,850 +(gone) + +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 a + +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 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 a 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 members, 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 an 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 +undeserving salesperson is competing with them over + +102 +00:07:45,820 --> 00:07:50,090 +the position. This is 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 a win-win situation. + +113 +00:08:23,890 --> 00:08:27,710 +When we are saying "win-win situation," neither I + +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 I, 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 are you going to make this? How are you 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 in 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 ability to dethrone 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 in 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 of the team. Number two: Take Joss 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 Joss 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 take its course. + +141 +00:10:25,910 --> 00:10:29,750 +In other words, sit back and let Joss + +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 +commits 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 +Joss, 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 +opportunistic, but be ethical. Why are we 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 trust between Joss on one + +154 +00:11:20,440 --> 00:11:23,280 +side and the rest of the members of the team + +155 +00:11:23,280 --> 00:11:28,160 +on the other side. Go on. Take time to get to know + +156 +00:11:28,160 --> 00:11:31,500 +Joss. 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 formal managers + +159 +00:11:41,040 --> 00:11:42,920 +whenever they are going to encounter a similar + +160 +00:11:42,920 --> 00:11:47,060 +situation, they have a false idea, which is that 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 take my position. Well, this is false. Why + +163 +00:11:56,300 --> 00:11:59,380 +are we 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 Joss 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 shouldn't we use Joss? + +168 +00:12:16,680 --> 00:12:21,860 +Make him—or try to make him—to be the spokesman + +169 +00:12:21,860 --> 00:12:26,160 +on your behalf. 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 Joss. + +175 +00:12:42,880 --> 00:12:47,160 +Because Joss will believe he is still maintaining + +176 +00:12:47,160 --> 00:12:52,580 +and keeping his image as informal. Is this a win-win + +177 +00:12:52,580 --> 00:12:58,500 +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 this is + +180 +00:13:04,700 --> 00:13:09,700 +an attempt at insubordination. 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 +Insubordination is 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 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 Joss 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 of 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 onto the + +197 +00:14:15 + +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 misunderstandings 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 +of 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 an 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 +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 managed 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 of what we said about those 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 of what? Of the + +255 +00:18:03,000 --> 00:18:05,420 +definition of 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 +others based on the 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, of 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 +members 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 the 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 of what? Of this. So it's + +285 +00:20:04,330 --> 00:20:07,230 +usually better to hold a meeting to address the entire + +286 +00:20:07,230 --> 00:20:11,330 +sales force, the entire sales staff, 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 should we 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 of 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 +a feeling of safety. So it's false. Okay, let's + +304 +00:21:20,860 --> 00:21:25,220 +conclude today's class with 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 other members of the team. But this is + +308 +00:21:34,560 --> 00:21:36,160 +reminding us of the case study which we + +309 +00:21:36,160 --> 00:21:39,460 +explained last time when the sales supervisor or the manager heard one of his employees raising his + +310 +00:21:39,460 --> 00:21:42,520 +voice at one of the accounts or one of the + +311 +00:21:42,520 --> 00:21:45,100 +customers. How did he fix the situation? He advised + +312 +00:21:49,250 --> 00:21:52,490 +him by giving him certain instructions, including + +313 +00:21:52,490 --> 00:21:57,330 +"Be patient, control your nerves, hang up the + +314 +00:21:57,330 --> 00:22:00,750 +phone, collect information and data, and later on + +315 +00:22:00,750 --> 00:22:03,950 +give him or give the customer a phone call once + +316 +00:22:03,950 --> 00:22:07,410 +again." So he's providing us or he's coaching us + +317 +00:22:07,410 --> 00:22:09,930 +with many instructions about how we can + +318 +00:22:09,930 --> 00:22:13,490 +overcome complicated and problematic situations. + +319 +00:22:14,110 --> 00:22:19,760 +Correct? Now, all these coaching points must + +320 +00:22:19,760 --> 00:22:22,060 +be directed and indicated to the salesperson before + +321 +00:22:22,060 --> 00:22:24,880 +they are going to dial or pick up the phone + +322 +00:22:24,880 --> 00:22:28,600 +call to make a conversation with a customer, + +323 +00:22:28,600 --> 00:22:31,980 +beginning from the question number one, "Who is + +324 +00:22:31,980 --> 00:22:35,340 +being called on?", and concluding with developmental + +325 +00:22:35,340 --> 00:22:39,100 +points. Last call, all these questions must be + +326 +00:22:39,100 --> 00:22:42,460 +answered in advance. Somebody is going to say, "Why? + +327 +00:22:45,120 --> 00:22:47,060 +Because there is a great possibility that one of + +328 +00:22:47,060 --> 00:22:49,060 +the customers might ask you one of these + +329 +00:22:49,060 --> 00:22:51,820 +questions. So if he's going to ask you these + +330 +00:22:51,820 --> 00:22:56,480 +questions, should we tell him, "Okay, I, we cannot + +331 +00:22:56,480 --> 00:23:00,880 +say this." Your answer must be prepared. The same + +332 +00:23:00,880 --> 00:23:03,220 +thing we are talking about: coaching during the + +333 +00:23:03,220 --> 00:23:08,100 +situation. During the sales call, like let's say + +334 +00:23:08,100 --> 00:23:10,960 +this person controls the call rather than the + +335 +00:23:10,960 --> 00:23:14,800 +account controlling you. If the account is going to + +336 +00:23:14,800 --> 00:23:18,060 +control you, this is going to destroy our equation + +337 +00:23:18,060 --> 00:23:24,720 +in marketing and in sales, especially that which + +338 +00:23:24,720 --> 00:23:30,060 +is related to profitability and productivity, as + +339 +00:23:30,060 --> 00:23:34,560 +we studied before. After the sales call, we are + +340 +00:23:34,560 --> 00:23:36,600 +talking about four points also which we should + +341 +00:23:36,600 --> 00:23:39,740 +mention: Ask for self-evaluation, reinforce + +342 +00:23:39,740 --> 00:23:42,480 +positives, suggest effective responses, and keep + +343 +00:23:42,480 --> 00:23:45,380 +records. For example, why should we keep records? + +344 +00:23:46,040 --> 00:23:49,160 +In order to be sure not to phone the same account + +345 +00:23:49,160 --> 00:23:52,960 +twice within a short period of time. If you are + +346 +00:23:52,960 --> 00:23:55,120 +going to commit this terrible mistake, this is + +347 +00:23:55,120 --> 00:23:58,580 +going to leave a very bad impression on our + +348 +00:23:58,580 --> 00:24:02,360 +company as well. So these are some of the coaching + +349 +00:24:02,360 --> 00:24:07,100 +points which we should be aware of. Any questions? + +350 +00:24:07,240 --> 00:24:09,740 +Any comments about this? Any questions? Any + +351 +00:24:09,740 --> 00:24:15,370 +comments? طيب, now we would like to finish today's + +352 +00:24:15,370 --> 00:24:17,270 +class. Thank you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..8216b24656d2d345e3b06900708713e62dadd2dd --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/O5fG35FmAh8_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 5024, "start": 21.06, "end": 50.24, "text": " Listen, today we will go on with the leadership chapter. This is a conceptual map. For all the things which we covered in the leadership. This conceptual map, if you are going to examine it closely, it is a summary. A summary for the things which we finished and discussed last time. 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So the impact here is going to be negative. So this is a summary for all the things which we talked about. Remember, this is a behavior of a salesperson and this behavior can be influenced, can be affected by more than one factor. Any questions, any comments? Move on. 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Even though his position isn't a manager, his position is an ordinary salesperson. Clear? Now, who is going to be agitated or angry or outraged? The manager. Because he or she will feel that another undeserved salesperson is competing with them over the position.", "tokens": [24342, 5263, 13, 2754, 1673, 702, 2535, 1943, 380, 257, 6598, 11, 702, 2535, 307, 364, 10547, 5763, 10813, 13, 14993, 30, 823, 11, 567, 307, 516, 281, 312, 623, 18266, 420, 6884, 420, 12301, 3004, 30, 440, 6598, 13, 1436, 415, 420, 750, 486, 841, 300, 1071, 45667, 6913, 5763, 10813, 307, 15439, 365, 552, 670, 264, 2535, 13], "avg_logprob": -0.1807120882096838, "compression_ratio": 1.5271739130434783, "no_speech_prob": 0.0, "words": [{"start": 438.88, "end": 439.42, "word": " informal", "probability": 0.529296875}, {"start": 439.42, "end": 439.8, "word": " leader.", "probability": 0.89697265625}, {"start": 441.34, "end": 442.08, "word": " Even", "probability": 0.798828125}, {"start": 442.08, "end": 442.36, "word": " though", "probability": 0.78857421875}, {"start": 442.36, "end": 442.54, "word": " his", "probability": 0.93212890625}, {"start": 442.54, "end": 442.9, "word": " position", "probability": 0.93310546875}, {"start": 442.9, "end": 443.26, "word": " isn't", "probability": 0.736083984375}, {"start": 443.26, "end": 443.38, "word": " a", "probability": 0.6416015625}, {"start": 443.38, "end": 443.64, "word": " manager,", "probability": 0.9404296875}, {"start": 444.26, "end": 444.46, "word": " his", "probability": 0.91064453125}, {"start": 444.46, "end": 444.8, "word": " position", "probability": 0.9462890625}, {"start": 444.8, "end": 445.18, "word": " is", "probability": 0.9462890625}, {"start": 445.18, "end": 445.9, "word": " an", "probability": 0.9013671875}, {"start": 445.9, "end": 446.32, "word": " ordinary", "probability": 0.7734375}, {"start": 446.32, "end": 447.3, "word": " salesperson.", "probability": 0.877197265625}, {"start": 448.24, "end": 448.56, "word": " Clear?", "probability": 0.837890625}, {"start": 449.88, "end": 450.54, "word": " Now,", "probability": 0.92138671875}, {"start": 451.32, "end": 451.88, "word": " who", "probability": 0.884765625}, {"start": 451.88, "end": 452.06, "word": " is", "probability": 0.7421875}, {"start": 452.06, "end": 452.32, "word": " going", "probability": 0.94091796875}, {"start": 452.32, "end": 452.52, "word": " to", "probability": 0.97314453125}, {"start": 452.52, "end": 452.72, "word": " be", "probability": 0.93017578125}, {"start": 452.72, "end": 453.22, "word": " agitated", "probability": 0.815673828125}, {"start": 453.22, "end": 453.52, "word": " or", "probability": 0.80078125}, {"start": 453.52, "end": 453.88, "word": " angry", "probability": 0.93115234375}, {"start": 453.88, "end": 454.22, "word": " or", "probability": 0.87548828125}, {"start": 454.22, "end": 454.8, "word": " outraged?", "probability": 0.954833984375}, {"start": 454.98, "end": 455.72, "word": " The", "probability": 0.8193359375}, {"start": 455.72, "end": 456.04, "word": " manager.", "probability": 0.88623046875}, {"start": 457.22, "end": 457.66, "word": " Because", "probability": 0.88134765625}, {"start": 457.66, "end": 458.1, "word": " he", "probability": 0.9375}, {"start": 458.1, "end": 458.64, "word": " or", "probability": 0.8974609375}, {"start": 458.64, "end": 458.96, "word": " she", "probability": 0.91845703125}, {"start": 458.96, "end": 459.24, "word": " will", "probability": 0.87548828125}, {"start": 459.24, "end": 459.56, "word": " feel", "probability": 0.96484375}, {"start": 459.56, "end": 459.98, "word": " that", "probability": 0.93798828125}, {"start": 459.98, "end": 461.06, "word": " another", "probability": 0.92578125}, {"start": 461.06, "end": 462.24, "word": " undeserved", "probability": 0.91357421875}, {"start": 462.24, "end": 463.42, "word": " salesperson", "probability": 0.925537109375}, {"start": 463.42, "end": 463.7, "word": " is", "probability": 0.94775390625}, {"start": 463.7, "end": 464.14, "word": " competing", "probability": 0.91845703125}, {"start": 464.14, "end": 464.38, "word": " with", "probability": 0.89697265625}, {"start": 464.38, "end": 464.66, "word": " them", "probability": 0.72802734375}, {"start": 464.66, "end": 465.82, "word": " over", "probability": 0.84326171875}, {"start": 465.82, "end": 466.0, "word": " the", "probability": 0.8134765625}, {"start": 466.0, "end": 466.36, "word": " position.", "probability": 0.9375}], "temperature": 1.0}, {"id": 16, "seek": 49385, "start": 467.33, "end": 493.85, "text": " This is the ordinary thinking. Is this thinking or is this scenario applicable in our Palestinian organizations? In every organization, Palestinian, Gazan, domestic, international. This scenario is going to be available everywhere. Everywhere. In this scenario, if you are going to be a formal leader or a manager, of course you are not going to accept this reality. How should you act?", "tokens": [639, 307, 264, 10547, 1953, 13, 1119, 341, 1953, 420, 307, 341, 9005, 21142, 294, 527, 28202, 6150, 30, 682, 633, 4475, 11, 28202, 11, 38468, 282, 11, 10939, 11, 5058, 13, 639, 9005, 307, 516, 281, 312, 2435, 5315, 13, 37322, 13, 682, 341, 9005, 11, 498, 291, 366, 516, 281, 312, 257, 9860, 5263, 420, 257, 6598, 11, 295, 1164, 291, 366, 406, 516, 281, 3241, 341, 4103, 13, 1012, 820, 291, 605, 30], "avg_logprob": -0.16730925479492584, "compression_ratio": 1.7916666666666667, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 467.33, "end": 467.65, "word": " This", "probability": 0.6533203125}, {"start": 467.65, "end": 467.77, "word": " is", "probability": 0.94970703125}, {"start": 467.77, "end": 467.87, "word": " the", "probability": 0.72802734375}, {"start": 467.87, "end": 468.11, "word": " ordinary", "probability": 0.64404296875}, {"start": 468.11, "end": 468.59, "word": " thinking.", "probability": 0.89501953125}, {"start": 469.81, "end": 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When we are saying win-win situation, neither me as a manager nor Jaws must lose anything or should lose anything. In other words, Jaws and me, both of us must be winners.", "tokens": [400, 1780, 322, 11, 498, 321, 576, 411, 281, 605, 11, 321, 820, 605, 4650, 281, 746, 1219, 1942, 12, 9136, 2590, 13, 1133, 321, 366, 1566, 1942, 12, 9136, 2590, 11, 9662, 385, 382, 257, 6598, 6051, 508, 12282, 1633, 3624, 1340, 420, 820, 3624, 1340, 13, 682, 661, 2283, 11, 508, 12282, 293, 385, 11, 1293, 295, 505, 1633, 312, 17193, 13], "avg_logprob": -0.18846153846153846, "compression_ratio": 1.630952380952381, "no_speech_prob": 0.0, "words": [{"start": 494.67, "end": 494.89, "word": " And", "probability": 0.376220703125}, {"start": 494.89, "end": 495.09, "word": " later", "probability": 0.8857421875}, {"start": 495.09, "end": 495.47, "word": " on,", "probability": 0.9287109375}, {"start": 495.67, "end": 495.85, "word": " if", "probability": 0.9326171875}, {"start": 495.85, "end": 495.95, "word": " we", "probability": 0.6044921875}, {"start": 495.95, "end": 496.09, "word": " would", "probability": 0.8203125}, {"start": 496.09, "end": 496.29, "word": " like", "probability": 0.93994140625}, {"start": 496.29, "end": 496.45, "word": " to", "probability": 0.97119140625}, {"start": 496.45, "end": 496.75, "word": " act,", "probability": 0.947265625}, {"start": 497.21, "end": 497.49, "word": " we", "probability": 0.9375}, {"start": 497.49, "end": 497.71, "word": " should", "probability": 0.96240234375}, {"start": 497.71, "end": 498.03, "word": " act", "probability": 0.92333984375}, {"start": 498.03, "end": 498.43, "word": " according", "probability": 0.9267578125}, {"start": 498.43, "end": 498.61, "word": " to", "probability": 0.9619140625}, {"start": 498.61, "end": 498.83, "word": " something", "probability": 0.76806640625}, {"start": 498.83, "end": 499.23, "word": " called", "probability": 0.875}, {"start": 499.23, "end": 499.61, "word": " win", "probability": 0.376220703125}, {"start": 499.61, "end": 501.09, "word": "-win", "probability": 0.876953125}, {"start": 501.09, "end": 502.31, "word": " situation.", "probability": 0.81640625}, {"start": 503.89, "end": 504.51, "word": " When", "probability": 0.87451171875}, {"start": 504.51, "end": 504.63, "word": " we", "probability": 0.9541015625}, {"start": 504.63, "end": 504.77, "word": " are", "probability": 0.86083984375}, {"start": 504.77, "end": 505.15, "word": " saying", "probability": 0.9033203125}, {"start": 505.15, "end": 505.35, "word": " win", "probability": 0.865234375}, {"start": 505.35, "end": 505.49, "word": "-win", "probability": 0.953369140625}, {"start": 505.49, "end": 506.13, "word": " situation,", "probability": 0.9248046875}, {"start": 507.01, "end": 507.39, "word": " neither", "probability": 0.9169921875}, {"start": 507.39, "end": 507.71, "word": " me", "probability": 0.94970703125}, {"start": 507.71, "end": 507.95, "word": " as", "probability": 0.92626953125}, {"start": 507.95, "end": 508.07, "word": " a", "probability": 0.9228515625}, {"start": 508.07, "end": 508.41, "word": " manager", "probability": 0.947265625}, {"start": 508.41, "end": 509.49, "word": " nor", "probability": 0.69873046875}, {"start": 509.49, "end": 509.99, "word": " Jaws", "probability": 0.3843994140625}, {"start": 509.99, "end": 511.29, "word": " must", "probability": 0.84765625}, {"start": 511.29, "end": 511.85, "word": " lose", "probability": 0.8623046875}, {"start": 511.85, "end": 512.35, "word": " anything", "probability": 0.8642578125}, {"start": 512.35, "end": 512.51, "word": " or", "probability": 0.82177734375}, {"start": 512.51, "end": 512.69, "word": " should", "probability": 0.974609375}, {"start": 512.69, "end": 512.87, "word": " lose", "probability": 0.8818359375}, {"start": 512.87, "end": 513.23, "word": " anything.", "probability": 0.86083984375}, {"start": 514.07, "end": 514.25, "word": " In", "probability": 0.94775390625}, {"start": 514.25, "end": 514.47, "word": " other", "probability": 0.8935546875}, {"start": 514.47, "end": 514.91, "word": " words,", "probability": 0.8740234375}, {"start": 515.63, "end": 517.51, "word": " Jaws", "probability": 0.6966552734375}, {"start": 517.51, "end": 517.73, "word": " and", "probability": 0.94384765625}, {"start": 517.73, "end": 518.01, "word": " me,", "probability": 0.9375}, {"start": 518.51, "end": 518.97, "word": " both", "probability": 0.8759765625}, {"start": 518.97, "end": 519.15, "word": " of", "probability": 0.962890625}, {"start": 519.15, "end": 519.41, "word": " us", "probability": 0.9326171875}, {"start": 519.41, "end": 519.69, "word": " must", "probability": 0.78515625}, {"start": 519.69, "end": 519.83, "word": " be", "probability": 0.95068359375}, {"start": 519.83, "end": 520.15, "word": " winners.", "probability": 0.919921875}], "temperature": 1.0}, {"id": 18, "seek": 54967, "start": 521.06, "end": 549.68, "text": " must be able to resolve this situation with happiness and satisfaction. How you are going to make this? How you are going to make this? Okay, but before we are going to discuss the answer, remember this is a very complicated situation where we cannot solve this situation by one step or by one procedure. So we should adopt a set of procedures, a set of steps. Like what?", "tokens": [1633, 312, 1075, 281, 14151, 341, 2590, 365, 8324, 293, 18715, 13, 1012, 291, 366, 516, 281, 652, 341, 30, 1012, 291, 366, 516, 281, 652, 341, 30, 1033, 11, 457, 949, 321, 366, 516, 281, 2248, 264, 1867, 11, 1604, 341, 307, 257, 588, 6179, 2590, 689, 321, 2644, 5039, 341, 2590, 538, 472, 1823, 420, 538, 472, 10747, 13, 407, 321, 820, 6878, 257, 992, 295, 13846, 11, 257, 992, 295, 4439, 13, 1743, 437, 30], "avg_logprob": -0.1927412921869302, "compression_ratio": 1.7971014492753623, "no_speech_prob": 0.0, "words": [{"start": 521.06, "end": 521.46, "word": " must", "probability": 0.63525390625}, {"start": 521.46, "end": 521.62, "word": " be", "probability": 0.9140625}, {"start": 521.62, "end": 521.84, "word": " able", "probability": 0.951171875}, {"start": 521.84, "end": 522.0, "word": " to", "probability": 0.96875}, {"start": 522.0, "end": 522.3, "word": " resolve", "probability": 0.873046875}, {"start": 522.3, "end": 522.5, "word": " this", "probability": 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Go on. Take him to get to know Jaws. 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Talk to each member of the sales team separately. Let them know that you know what is going on. And that is Tentment in subordination. What's the meaning of subordination? Subordinate. Supporting. 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Exactly. In other words, tell everybody, you can do the whole work alone, but this isn't your style of leading. Your style believes in the importance of the team and with the assistance from every single one. Is this the only solution? 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" But if he does and accepts the pride that you offer, the possibility that another member of the group will assume the role cannot be ruled out. What's the meaning of this? If you decided to give Jaws another job, this might lead to a jealousy in the hearts of the other members of the team. Or the other members of the team might say, why we shouldn't imitate and follow the same steps of Jaws? 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Exactly. Clear? Go on. Look at these three sentences. Tell them or tell us if they are true or false. Quickly. Let's begin with the number one. Read. Who would like to read? Go on. You should plan yourself and act like a natural leader first. What does that mean? 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Yes, somebody is going to say is this true or false? It's true. Why is it true? Why is it true? 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Either this leader is formal or informal. And this is reminding us with what we said about chose now. Use them even if they are not formal leaders. Second, quickly, true or false? True.", "tokens": [3146, 257, 5263, 13, 13746, 341, 5263, 307, 9860, 420, 24342, 13, 400, 341, 307, 27639, 505, 365, 437, 321, 848, 466, 5111, 586, 13, 8278, 552, 754, 498, 436, 366, 406, 9860, 3523, 13, 5736, 11, 2661, 11, 2074, 420, 7908, 30, 13587, 13], "avg_logprob": -0.2914402309967124, "compression_ratio": 1.3819444444444444, "no_speech_prob": 0.0, "words": [{"start": 1052.36, "end": 1052.64, "word": " By", "probability": 0.67724609375}, {"start": 1052.64, "end": 1052.82, "word": " a", "probability": 0.974609375}, {"start": 1052.82, "end": 1053.1, "word": " leader.", "probability": 0.91552734375}, {"start": 1053.54, "end": 1054.14, "word": " Either", "probability": 0.8271484375}, {"start": 1054.14, "end": 1054.44, "word": " this", "probability": 0.91748046875}, {"start": 1054.44, "end": 1054.66, "word": " leader", "probability": 0.9228515625}, {"start": 1054.66, "end": 1054.88, "word": " is", "probability": 0.95068359375}, {"start": 1054.88, "end": 1055.26, "word": " formal", "probability": 0.91162109375}, {"start": 1055.26, "end": 1055.54, "word": " or", "probability": 0.95361328125}, {"start": 1055.54, "end": 1055.88, "word": " informal.", "probability": 0.69775390625}, {"start": 1057.5, "end": 1057.66, "word": " And", "probability": 0.374755859375}, {"start": 1057.66, "end": 1057.82, "word": " this", "probability": 0.93359375}, {"start": 1057.82, "end": 1057.96, "word": " is", "probability": 0.84716796875}, {"start": 1057.96, "end": 1058.28, "word": " reminding", "probability": 0.85302734375}, {"start": 1058.28, "end": 1058.58, "word": " us", "probability": 0.93505859375}, {"start": 1058.58, "end": 1058.74, "word": " with", "probability": 0.44970703125}, {"start": 1058.74, "end": 1058.92, "word": " what", "probability": 0.94677734375}, {"start": 1058.92, "end": 1059.06, "word": " we", "probability": 0.95849609375}, {"start": 1059.06, "end": 1059.24, "word": " said", "probability": 0.9248046875}, {"start": 1059.24, "end": 1059.68, "word": " about", "probability": 0.890625}, {"start": 1059.68, "end": 1060.66, "word": " chose", "probability": 0.39892578125}, {"start": 1060.66, "end": 1061.04, "word": " now.", "probability": 0.44091796875}, {"start": 1061.46, "end": 1061.72, "word": " Use", "probability": 0.88232421875}, {"start": 1061.72, "end": 1061.98, "word": " them", "probability": 0.89453125}, {"start": 1061.98, "end": 1062.3, "word": " even", "probability": 0.78759765625}, {"start": 1062.3, "end": 1062.54, "word": " if", "probability": 0.94482421875}, {"start": 1062.54, "end": 1062.82, "word": " they", "probability": 0.89404296875}, {"start": 1062.82, "end": 1063.32, "word": " are", "probability": 0.92578125}, {"start": 1063.32, "end": 1063.54, "word": " not", "probability": 0.94775390625}, {"start": 1063.54, "end": 1063.84, "word": " formal", "probability": 0.81103515625}, {"start": 1063.84, "end": 1064.16, "word": " leaders.", "probability": 0.60400390625}, {"start": 1065.2, "end": 1065.8, "word": " Second,", "probability": 0.763671875}, {"start": 1066.48, "end": 1066.92, "word": " quickly,", "probability": 0.8720703125}, {"start": 1068.26, "end": 1068.4, "word": " true", "probability": 0.4716796875}, {"start": 1068.4, "end": 1068.62, "word": " or", "probability": 0.95654296875}, {"start": 1068.62, "end": 1068.82, "word": " false?", "probability": 0.90771484375}, {"start": 1076.92, "end": 1077.24, "word": " True.", "probability": 0.398681640625}], "temperature": 1.0}, {"id": 38, "seek": 110974, "start": 1080.3, "end": 1109.74, "text": " Hanin, this is reminding us with what? With the definition of the leadership in last class. What did we say? Leadership is the ability to influence the others based on ability of convincing. If you are able to convince, this means we are explaining what? Reasons, course. Number three. True? True. Go on, read it. 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If you know your people or team member well, this means you can assess their weaknesses and strong points, and after that you can deal with them carefully. But if you do not know them, how are you going to deal with them? 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1137.85, "end": 1167.47, "text": " True, true, true, true, false, not only true. Farah, read it. It's true. It's true. Let's give a simple example. Let's give a simple example. Imagine Walaa is our director. And Amna is assistant director. And I am a salesperson.", "tokens": [13587, 11, 2074, 11, 2074, 11, 2074, 11, 7908, 11, 406, 787, 2074, 13, 9067, 545, 11, 1401, 309, 13, 467, 311, 2074, 13, 467, 311, 2074, 13, 961, 311, 976, 257, 2199, 1365, 13, 961, 311, 976, 257, 2199, 1365, 13, 11739, 9707, 4332, 307, 527, 5391, 13, 400, 2012, 629, 307, 10994, 5391, 13, 400, 286, 669, 257, 5763, 10813, 13], "avg_logprob": -0.3854980431497097, "compression_ratio": 1.7218045112781954, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1137.85, "end": 1138.15, "word": " True,", "probability": 0.669921875}, {"start": 1138.23, "end": 1138.51, "word": " true,", "probability": 0.3798828125}, {"start": 1138.63, "end": 1138.89, "word": " true,", "probability": 0.450439453125}, {"start": 1139.11, "end": 1139.23, "word": " true,", "probability": 0.2451171875}, {"start": 1139.23, "end": 1139.69, "word": " false,", "probability": 0.81005859375}, {"start": 1139.79, "end": 1139.97, "word": " not", "probability": 0.79638671875}, {"start": 1139.97, "end": 1140.21, "word": " only", "probability": 0.2470703125}, {"start": 1140.21, "end": 1140.43, "word": " true.", "probability": 0.609375}, {"start": 1141.17, "end": 1141.67, "word": " Farah,", "probability": 0.665771484375}, {"start": 1141.75, "end": 1141.93, "word": " read", "probability": 0.95556640625}, {"start": 1141.93, "end": 1142.13, "word": " it.", "probability": 0.9541015625}, {"start": 1142.85, "end": 1143.33, "word": " It's", "probability": 0.7392578125}, {"start": 1143.33, "end": 1143.49, "word": " true.", "probability": 0.2215576171875}, {"start": 1150.97, "end": 1151.47, "word": " It's", "probability": 0.674560546875}, {"start": 1151.47, "end": 1151.67, "word": " true.", "probability": 0.68408203125}, {"start": 1154.73, "end": 1155.23, "word": " Let's", "probability": 0.76220703125}, {"start": 1155.23, "end": 1155.39, "word": " give", "probability": 0.87060546875}, {"start": 1155.39, "end": 1155.51, "word": " a", "probability": 0.97119140625}, {"start": 1155.51, "end": 1155.71, "word": " simple", "probability": 0.958984375}, {"start": 1155.71, "end": 1156.13, "word": " example.", "probability": 0.97265625}, {"start": 1156.97, "end": 1157.13, "word": " Let's", "probability": 0.88330078125}, {"start": 1157.13, "end": 1157.27, "word": " give", "probability": 0.87841796875}, {"start": 1157.27, "end": 1157.39, "word": " a", "probability": 0.9599609375}, {"start": 1157.39, "end": 1157.67, "word": " simple", "probability": 0.912109375}, {"start": 1157.67, "end": 1158.11, "word": " example.", "probability": 0.9755859375}, {"start": 1159.53, "end": 1159.91, "word": " Imagine", "probability": 0.89697265625}, {"start": 1159.91, "end": 1160.25, "word": " Walaa", "probability": 0.659912109375}, {"start": 1160.25, "end": 1160.45, "word": " is", "probability": 0.939453125}, {"start": 1160.45, "end": 1160.69, "word": " our", "probability": 0.89501953125}, {"start": 1160.69, "end": 1161.11, "word": " director.", "probability": 0.7822265625}, {"start": 1162.47, "end": 1162.55, "word": " And", "probability": 0.8203125}, {"start": 1162.55, "end": 1162.97, "word": " Amna", "probability": 0.80810546875}, {"start": 1162.97, "end": 1164.19, "word": " is", "probability": 0.91796875}, {"start": 1164.19, "end": 1164.67, "word": " assistant", "probability": 0.78369140625}, {"start": 1164.67, "end": 1165.15, "word": " director.", "probability": 0.88037109375}, {"start": 1166.05, "end": 1166.23, "word": " And", "probability": 0.8330078125}, {"start": 1166.23, "end": 1166.41, "word": " I", "probability": 0.9794921875}, {"start": 1166.41, "end": 1166.65, "word": " am", "probability": 0.65380859375}, {"start": 1166.65, "end": 1166.89, "word": " a", "probability": 0.404541015625}, {"start": 1166.89, "end": 1167.47, "word": " salesperson.", "probability": 0.75048828125}], "temperature": 1.0}, {"id": 41, "seek": 119740, "start": 1168.74, "end": 1197.4, "text": " I'm going to give you two scenarios, you tell me which one is better. Amna is coming to my office saying that the manager Ms. Walaa will transfer you to another position. Scenario number two, Walaa contacted me directly and she said please come to my office at twelve o'clock to discuss something important. I went over there and she explained to me the new transfer to a new position. Which method do you prefer?", "tokens": [286, 478, 516, 281, 976, 291, 732, 15077, 11, 291, 980, 385, 597, 472, 307, 1101, 13, 2012, 629, 307, 1348, 281, 452, 3398, 1566, 300, 264, 6598, 7741, 13, 9707, 4332, 486, 5003, 291, 281, 1071, 2535, 13, 2747, 49120, 1230, 732, 11, 9707, 4332, 21546, 385, 3838, 293, 750, 848, 1767, 808, 281, 452, 3398, 412, 14390, 277, 6, 9023, 281, 2248, 746, 1021, 13, 286, 1437, 670, 456, 293, 750, 8825, 281, 385, 264, 777, 5003, 281, 257, 777, 2535, 13, 3013, 3170, 360, 291, 4382, 30], "avg_logprob": -0.18904533360030626, "compression_ratio": 1.6693548387096775, "no_speech_prob": 0.0, "words": [{"start": 1168.74, "end": 1169.02, "word": " I'm", "probability": 0.765380859375}, {"start": 1169.02, "end": 1169.18, "word": " going", "probability": 0.9384765625}, {"start": 1169.18, "end": 1169.3, "word": " to", "probability": 0.97119140625}, {"start": 1169.3, "end": 1169.46, "word": " give", "probability": 0.86474609375}, {"start": 1169.46, "end": 1169.54, "word": 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number two. Well, this is reminding us with what? With this. So it's usually better to hold a meeting to address entire sales force, entire sales staff member about the change that will affect them. Be frank, be direct. Why we should adopt a second way or indirect way? So it's correct 100%. Five, true or false?", "tokens": [2747, 49120, 1230, 732, 13, 1042, 11, 341, 307, 27639, 505, 365, 437, 30, 2022, 341, 13, 407, 309, 311, 2673, 1101, 281, 1797, 257, 3440, 281, 2985, 2302, 5763, 3464, 11, 2302, 5763, 3525, 4006, 466, 264, 1319, 300, 486, 3345, 552, 13, 879, 10455, 11, 312, 2047, 13, 1545, 321, 820, 6878, 257, 1150, 636, 420, 19523, 636, 30, 407, 309, 311, 3006, 2319, 6856, 9436, 11, 2074, 420, 7908, 30], "avg_logprob": -0.21568834499732867, "compression_ratio": 1.4907407407407407, "no_speech_prob": 0.0, "words": [{"start": 1198.41, "end": 1198.85, "word": " Scenario", "probability": 0.90283203125}, {"start": 1198.85, "end": 1199.09, "word": " number", "probability": 0.7470703125}, {"start": 1199.09, "end": 1199.45, "word": " two.", "probability": 0.70703125}, {"start": 1199.97, "end": 1200.07, "word": " Well,", "probability": 0.293212890625}, {"start": 1200.07, "end": 1200.19, "word": " this", "probability": 0.9423828125}, {"start": 1200.19, "end": 1200.29, "word": " 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Force. Why Halina? Because you will lose the resistance. Okay, when you propose a program or an idea, you are unlikely, you are unlikely, without possibility.", "tokens": [509, 820, 1356, 428, 5763, 3464, 382, 1400, 294, 7295, 382, 1944, 466, 264, 2962, 300, 486, 3345, 552, 8944, 11, 2721, 11, 807, 3464, 13, 10580, 13, 1545, 13896, 1426, 30, 1436, 291, 486, 3624, 264, 7335, 13, 1033, 11, 562, 291, 17421, 257, 1461, 420, 364, 1558, 11, 291, 366, 17518, 11, 291, 366, 17518, 11, 1553, 7959, 13], "avg_logprob": -0.3676915447558126, "compression_ratio": 1.5654450261780104, "no_speech_prob": 0.0, "words": [{"start": 1225.33, "end": 1225.57, "word": " You", "probability": 0.60693359375}, {"start": 1225.57, "end": 1225.87, "word": " should", "probability": 0.95849609375}, {"start": 1225.87, "end": 1226.35, "word": " inform", "probability": 0.7431640625}, {"start": 1226.35, "end": 1226.53, "word": " your", "probability": 0.278076171875}, {"start": 1226.53, "end": 1226.75, "word": " sales", "probability": 0.463134765625}, {"start": 1226.75, "end": 1227.05, "word": " force", "probability": 0.87060546875}, {"start": 1227.05, "end": 1227.29, "word": " as", "probability": 0.91357421875}, {"start": 1227.29, "end": 1227.57, "word": " far", "probability": 0.927734375}, {"start": 1227.57, "end": 1227.71, "word": " in", "probability": 0.80419921875}, {"start": 1227.71, "end": 1228.17, "word": " advance", "probability": 0.9697265625}, {"start": 1228.17, "end": 1228.37, "word": " as", "probability": 0.8798828125}, {"start": 1228.37, "end": 1228.69, "word": " possible", "probability": 0.95361328125}, {"start": 1228.69, "end": 1228.95, "word": " about", "probability": 0.87109375}, {"start": 1228.95, "end": 1229.17, "word": " the", "probability": 0.857421875}, {"start": 1229.17, "end": 1229.41, "word": " changes", "probability": 0.83984375}, {"start": 1229.41, "end": 1229.65, "word": " that", "probability": 0.92724609375}, {"start": 1229.65, "end": 1229.77, "word": " will", "probability": 0.8857421875}, {"start": 1229.77, "end": 1230.03, "word": " affect", "probability": 0.89892578125}, {"start": 1230.03, "end": 1230.21, "word": " them", "probability": 0.89599609375}, {"start": 1230.21, "end": 1230.71, "word": " correctly,", "probability": 0.437255859375}, {"start": 1230.93, "end": 1231.27, "word": " finally,", "probability": 0.626953125}, {"start": 1232.31, "end": 1232.43, "word": " through", "probability": 0.85986328125}, {"start": 1232.43, "end": 1235.97, "word": " force.", "probability": 0.89306640625}, {"start": 1236.13, "end": 1236.69, "word": " Force.", "probability": 0.56884765625}, {"start": 1237.51, "end": 1237.73, "word": " Why", "probability": 0.5}, {"start": 1237.73, "end": 1238.05, "word": " Halina?", "probability": 0.412353515625}, {"start": 1238.59, "end": 1238.95, "word": " Because", "probability": 0.80029296875}, {"start": 1238.95, "end": 1239.11, "word": " you", "probability": 0.869140625}, {"start": 1239.11, "end": 1239.27, "word": " will", "probability": 0.2763671875}, {"start": 1239.27, "end": 1239.49, "word": " lose", "probability": 0.8388671875}, {"start": 1239.49, "end": 1240.13, "word": " the", "probability": 0.4794921875}, {"start": 1240.13, "end": 1242.07, "word": " resistance.", "probability": 0.312744140625}, {"start": 1243.15, "end": 1243.71, "word": " Okay,", "probability": 0.393310546875}, {"start": 1243.87, "end": 1244.15, "word": " when", "probability": 0.92041015625}, {"start": 1244.15, "end": 1244.33, "word": " you", "probability": 0.9619140625}, {"start": 1244.33, "end": 1244.75, "word": " propose", "probability": 0.9345703125}, {"start": 1244.75, "end": 1244.87, "word": " a", "probability": 0.98828125}, {"start": 1244.87, "end": 1245.19, "word": " program", "probability": 0.6123046875}, {"start": 1245.19, "end": 1245.35, "word": " or", "probability": 0.9404296875}, {"start": 1245.35, "end": 1245.49, "word": " an", "probability": 0.87939453125}, {"start": 1245.49, "end": 1245.77, "word": " idea,", "probability": 0.92333984375}, {"start": 1246.73, "end": 1246.93, "word": " you", "probability": 0.94580078125}, {"start": 1246.93, "end": 1247.23, "word": " are", "probability": 0.9287109375}, {"start": 1247.23, "end": 1247.95, "word": " unlikely,", "probability": 0.80908203125}, {"start": 1249.15, "end": 1249.31, "word": " you", "probability": 0.93408203125}, {"start": 1249.31, "end": 1249.63, "word": " are", "probability": 0.94580078125}, {"start": 1249.63, "end": 1250.29, "word": " unlikely,", "probability": 0.79150390625}, {"start": 1250.47, "end": 1250.71, "word": " without", "probability": 0.7724609375}, {"start": 1250.71, "end": 1251.27, "word": " possibility.", "probability": 0.2445068359375}], "temperature": 1.0}, {"id": 44, "seek": 127758, "start": 1252.36, "end": 1277.58, "text": " to encourage or to encounter resistance except on the most important issues involved. It's false. You are likely to encounter resistance. Why? This is reminding us with what we said last class about certainty and uncertainty and later on the feeling of safety and the lack of feeling of safety. So it's false.", "tokens": [281, 5373, 420, 281, 8593, 7335, 3993, 322, 264, 881, 1021, 2663, 3288, 13, 467, 311, 7908, 13, 509, 366, 3700, 281, 8593, 7335, 13, 1545, 30, 639, 307, 27639, 505, 365, 437, 321, 848, 1036, 1508, 466, 27022, 293, 15697, 293, 1780, 322, 264, 2633, 295, 4514, 293, 264, 5011, 295, 2633, 295, 4514, 13, 407, 309, 311, 7908, 13], "avg_logprob": -0.2022429461921415, "compression_ratio": 1.6939890710382515, "no_speech_prob": 0.0, "words": [{"start": 1252.36, "end": 1252.62, "word": " to", "probability": 0.499267578125}, {"start": 1252.62, "end": 1253.06, "word": " encourage", "probability": 0.6552734375}, {"start": 1253.06, "end": 1253.48, "word": " or", "probability": 0.837890625}, {"start": 1253.48, "end": 1253.62, "word": " to", "probability": 0.71484375}, {"start": 1253.62, "end": 1254.04, "word": " encounter", "probability": 0.7900390625}, {"start": 1254.04, "end": 1254.7, "word": " resistance", "probability": 0.9248046875}, {"start": 1254.7, "end": 1255.16, 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class by one final word. You as a leader and you as a manager, you are supposed to train and orient and educate and teach. Teach who? The rest members of the team. But this is reminding us with the case study which we explained last time when the sales supervisor of the manager heard one of his employees raising his voice over one of the account or one of the customer. How did he fix the situation?", "tokens": [1033, 11, 718, 311, 16886, 965, 311, 1508, 538, 472, 2572, 1349, 13, 509, 382, 257, 5263, 293, 291, 382, 257, 6598, 11, 291, 366, 3442, 281, 3847, 293, 8579, 293, 16092, 293, 2924, 13, 26816, 567, 30, 440, 1472, 2679, 295, 264, 1469, 13, 583, 341, 307, 27639, 505, 365, 264, 1389, 2979, 597, 321, 8825, 1036, 565, 562, 264, 5763, 24610, 295, 264, 6598, 2198, 472, 295, 702, 6619, 11225, 702, 3177, 670, 472, 295, 264, 2696, 420, 472, 295, 264, 5474, 13, 1012, 630, 415, 3191, 264, 2590, 30], "avg_logprob": -0.1770833371787943, "compression_ratio": 1.6325757575757576, "no_speech_prob": 0.0, "words": [{"start": 1279.82, "end": 1280.34, "word": " Okay,", "probability": 0.1336669921875}, {"start": 1280.34, "end": 1280.86, "word": " let's", "probability": 0.88916015625}, {"start": 1280.86, "end": 1281.26, "word": " conclude", "probability": 0.80810546875}, {"start": 1281.26, "end": 1281.74, "word": " today's", "probability": 0.895751953125}, {"start": 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So he's providing us or he's coaching us with many of instructions about how we can overcome complicated and problematic situations. Correct?", "tokens": [634, 26269, 796, 538, 2902, 796, 1629, 9415, 11, 3009, 312, 4537, 11, 1969, 428, 23078, 11, 3967, 760, 264, 2593, 11, 2500, 1589, 293, 1412, 11, 293, 1780, 322, 976, 796, 420, 976, 264, 5474, 257, 2593, 818, 1564, 797, 13, 407, 415, 311, 6530, 505, 420, 415, 311, 15818, 505, 365, 867, 295, 9415, 466, 577, 321, 393, 10473, 6179, 293, 19011, 6851, 13, 12753, 30], "avg_logprob": -0.18704709626626279, "compression_ratio": 1.5990990990990992, "no_speech_prob": 0.0, "words": [{"start": 1308.65, "end": 1308.87, "word": " He", "probability": 0.677734375}, {"start": 1308.87, "end": 1309.25, "word": " advised", "probability": 0.63916015625}, {"start": 1309.25, "end": 1309.45, "word": " him", "probability": 0.9140625}, {"start": 1309.45, "end": 1309.65, "word": " by", "probability": 0.94091796875}, {"start": 1309.65, "end": 1309.87, "word": " giving", "probability": 0.88427734375}, {"start": 1309.87, "end": 1310.19, "word": " him", "probability": 0.89697265625}, {"start": 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So if he's going to ask you these questions, should we tell him, okay, I, we cannot say this. Your answer must be prepared. The same thing we are talking about coaching during the situation. During the sales call, like let's say this person controls the call rather than the account controls you.", "tokens": [1436, 456, 307, 257, 869, 7959, 300, 472, 295, 264, 4581, 1062, 1029, 291, 472, 295, 613, 1651, 13, 407, 498, 415, 311, 516, 281, 1029, 291, 613, 1651, 11, 820, 321, 980, 796, 11, 1392, 11, 286, 11, 321, 2644, 584, 341, 13, 2260, 1867, 1633, 312, 4927, 13, 440, 912, 551, 321, 366, 1417, 466, 15818, 1830, 264, 2590, 13, 6842, 264, 5763, 818, 11, 411, 718, 311, 584, 341, 954, 9003, 264, 818, 2831, 813, 264, 2696, 9003, 291, 13], "avg_logprob": -0.22340029194241479, "compression_ratio": 1.6793248945147679, "no_speech_prob": 0.0, "words": [{"start": 1365.12, "end": 1365.38, "word": " Because", "probability": 0.487548828125}, {"start": 1365.38, "end": 1365.54, "word": " there", "probability": 0.876953125}, {"start": 1365.54, "end": 1365.64, "word": " is", "probability": 0.86669921875}, {"start": 1365.64, "end": 1365.76, "word": " a", "probability": 0.9775390625}, {"start": 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After the sales call, we are talking about four points also which we should mention. 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In order to be sure not to phone the same account twice within a short period of time. If you are going to commit this terrible mistake, this is going to leave a very bad impression about our company as well. So these are some of the coaching points which we should be aware of. Any question? Any comments about this? Any question? 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"en", "language_probability": 1.0, "duration": 1457.9345, "duration_after_vad": 1334.1499999999985} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..04b6a1158787e95fbe004782c0f0e07ce05b30f5 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/OC9EKDRWF9M_raw.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/QJfIctiaTz4.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/QJfIctiaTz4.srt new file mode 100644 index 0000000000000000000000000000000000000000..e357a7a1de3e0e25214bc80668f3711c6677fc81 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/QJfIctiaTz4.srt @@ -0,0 +1,1607 @@ +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 sale was closed. 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 +anxiety, or the level of 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 salespersons. Therefore, all the time + +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 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 S. + +22 +00:01:45,960 --> 00:01:50,000 +Share means concerns without judgment. In other + +23 +00:01:50,000 --> 00:01:52,640 +words, don't make any judgments about your + +24 +00:01:52,640 --> 00:01:57,960 +prospects. If they are nagging persons, if they are + +25 +00:01:57,960 --> 00:02:02,440 +annoying, 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 to 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 fourth 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 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 are 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 in a sales transaction. + +70 +00:04:53,180 --> 00:04:56,580 +Somebody is going to say, why are we saying winter + +71 +00:04:56,580 --> 00:04:59,120 +clothes are 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 salespersons 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 salespersons 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 must be experienced by the + +85 +00:05:53,260 --> 00:05:58,380 +prospect rather than by us as salespersons. 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 is felt by new salespersons? + +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 salespersons 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 among salespeople. + +99 +00:06:48,690 --> 00:06:52,790 +Okay, move on. Closing techniques; how are we + +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 a 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 fourth: 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 time remember. We + +116 +00:07:59,830 --> 00:08:01,930 +should overcome. If you do not like the word 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 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 evidence, 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 fifth: 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 refers + +129 +00:08:49,010 --> 00:08:52,650 +to a stage where we as a salesperson will + +130 +00:08:52,650 --> 00:08:56,440 +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 the business + +133 +00:09:01,460 --> 00:09:05,140 +transaction. Finally, we will 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 products have + +142 +00:09:30,700 --> 00:09:33,860 +versions. Well, this is reminding us of the truth + +143 +00:09:33,860 --> 00:09:36,240 +which we said about products: every product has + +144 +00:09:36,240 --> 00:09:41,260 +its own life cycle, so this life cycle 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 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 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 +post-interaction phase skills. + +157 +00:10:29,730 --> 00:10:33,430 +Post-interaction phase skills mean 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 feel 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 supporting 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 buying decision. 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 as 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's + +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 an 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 no. 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 +opportunistic. In other words, they cashed the money + +197 +00:12:57,090 --> 00:13:00,970 +after I bought this product from + +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 prospect. 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 is 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 relationships with our customers and not + +249 +00:15:59,350 --> 00:16:03,670 +be satisfied by one single instance 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 with 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-handling 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 here if you + +275 +00:17:30,040 --> 00:17:34,200 +need me. When we are saying I am here, 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 +scenes, 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 pushy sales + +315 +00:20:07,050 --> 00:20:10,740 +persons. What does it mean to be pushy? 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 have 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 +present 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 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 for 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 time we should be careful regarding + +365 +00:23:00,330 --> 00:23:04,190 +these sources. And we should not fall into 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 an + +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 +an 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 a variety of colors and models of + +386 +00:24:32,790 --> 00:24:41,430 +LCDs, including Toshiba, Samsung, LG, Sony + +387 +00:24:41,430 --> 00:24:46,070 +and so on. All these are models. In the 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 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 pushy, + +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 specifications 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 an 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 +an 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 +an 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 on 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 + +445 +00:28:16,560 --> 00:28:20,660 +should be used in 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 questions or comments about this? Any question + +448 +00:28:27,820 --> 00:28:32,020 +or comments? Now, by this we are saying goodbye + +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 questions or comments about + +452 +00:28:40,640 --> 00:28:44,130 +chapter number five? Any questions and objections, + +453 +00:28:52,890 --> 00:28:59,950 +any concerns, any anxieties? Go on. Thank you very + +454 +00:28:59,950 --> 00:29:00,450 +much. See you. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..842ecbe67bdd0e48e63d9110e92f7a1bf292bc8d --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU_postprocess.srt @@ -0,0 +1,2336 @@ +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 + +4 +00:00:32,280 --> 00:00:36,040 +-market 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. For others, they are alternatives. + +7 +00:00:44,840 --> 00:00:47,840 +Now, we are going to talk about the techniques in + +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. Customer 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 Salesforce options. to the sales + +16 +00:01:16,660 --> 00:01:19,380 +force options 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, rejected 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 higher and working for the interest of our own + +25 +00:01:49,500 --> 00:01:54,320 +sales agency. Therefore, if you 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 +indirect relationship? No, we are talking about + +28 +00:02:00,820 --> 00:02:03,880 +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 They are classified to be 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 +to be indirect. Because we are referring to + +33 +00:02:17,570 --> 00:02:21,370 +somebody who is called mediator. Who is going to + +34 +00:02:21,370 --> 00:02:25,650 +be in between. 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 the agent distributor + +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 they 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 +by the market or in the market by themselves then + +42 +00:02:49,950 --> 00:02:52,630 +in this scenario we cannot talk about 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's 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 +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 to be 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 or 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 lost, we are losing together. And this is + +59 +00:03:55,910 --> 00:03:59,950 +the meaning of what integration contract. 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 alliances. + +65 +00:04:17,910 --> 00:04:22,410 +And alliances in Arabic, it means tahalufat. 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 memo 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 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 the 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 alliances. But here, + +76 +00:04:58,870 --> 00:05:02,210 +the winning and the lost 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 feather in exchange for another + +82 +00:05:21,240 --> 00:05:25,480 +feather. This is very important. Therefore we are + +83 +00:05:25,480 --> 00:05:30,060 +talking about what? Indirect relationship. So all + +84 +00:05:30,060 --> 00:05:33,300 +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 is + +95 +00:06:06,980 --> 00:06:10,560 +belonging 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 must depend on indirect + +99 +00:06:21,540 --> 00:06:25,180 +sales relationship. So we are talking about a kind + +100 +00:06:25,180 --> 00:06:27,320 +of space, we are talking about a kind of + +101 +00:06:27,320 --> 00:06:31,340 +manipulation, a kind of 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 interest. + +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 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 option. 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 or procedures or + +112 +00:07:07,100 --> 00:07:10,720 +techniques. Can we work according to them as a + +113 +00:07:10,720 --> 00:07:14,600 +sales agency? Or can we indispense 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 + +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 is understanding + +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, it is ambiguous. Now listen, why it is + +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 +Somebody is going to say, why? We are saying, the + +127 +00:08:02,410 --> 00:08:09,570 +mailbox looks like + +128 +00:08:09,570 --> 00:08:13,370 +the lungs which we are breathing 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 electricity company, with + +131 +00:08:21,120 --> 00:08:24,220 +internet company, with water company. All the + +132 +00:08:24,220 --> 00:08:26,700 +receipts and the transactions, they are going to + +133 +00:08:26,700 --> 00:08:30,480 +be delivered to you through 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 accident and + +136 +00:08:39,150 --> 00:08:41,530 +there is going to be a court procedures or + +137 +00:08:41,530 --> 00:08:44,150 +implications, all these things will be sent to you + +138 +00:08:44,150 --> 00:08:49,710 +through 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 up 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 to you you must + +143 +00:09:03,010 --> 00:09:07,750 +come to the 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 I went to study + +148 +00:09:23,270 --> 00:09:27,310 +over there a master degree. The American academic + +149 +00:09:27,310 --> 00:09:30,610 +advisor, she told me you should open the 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 said the mailbox is 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 +correspondences. 80% from them are sales + +157 +00:10:00,480 --> 00:10:03,480 +promotions, sales commercials, sales + +158 +00:10:03,480 --> 00:10:07,330 +advertisements. Therefore, many of the 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 the 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 +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. Somebody 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 from one hand and the + +171 +00:10:50,510 --> 00:10:54,330 +mail authorities from the other hand? Yes. Because + +172 +00:10:54,330 --> 00:10:58,110 +each mail transaction it 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 wide or 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 it means 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 internet. The internet nowadays, it + +186 +00:11:48,180 --> 00:11:51,560 +is 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 internet at her + +188 +00:11:56,180 --> 00:11:59,580 +home? Please raise your hand. Raise your hand. + +189 +00:12:00,300 --> 00:12:07,560 +Access to 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 number, very + +191 +00:12:11,490 --> 00:12:14,150 +limited number, less than five, who doesn't have + +192 +00:12:14,150 --> 00:12:16,430 +access to internet. But the majority of the + +193 +00:12:16,430 --> 00:12:20,250 +people, they are having 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 +favorite websites. Let's give 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 --> 00:12:42,490 +jobs.bs this is a local website through which we + +199 +00:12:42,490 --> 00:12:47,210 +are announcing our vacancies or positions or jobs + +200 +00:12:47,210 --> 00:12:50,990 +so any Palestinian either we are talking about men + +201 +00:12:50,990 --> 00:12:53,450 +or women students or non-students and they are + +202 +00:12:53,450 --> 00:12:57,630 +looking for work they will visit this website now + +203 +00:12:57,630 --> 00:13:00,050 +you when you are using this website it is a free + +204 +00:13:00,050 --> 00:13:03,540 +service But somebody is going to wonder how the + +205 +00:13:03,540 --> 00:13:06,500 +management of this website is funding its website. + +206 +00:13:07,300 --> 00:13:09,360 +It is going to fund its website because if you are + +207 +00:13:09,360 --> 00:13:12,780 +going to look on the page itself, you are going to + +208 +00:13:12,780 --> 00:13:16,300 +find here advertisements and here advertisements + +209 +00:13:16,300 --> 00:13:18,460 +and here advertisements and here advertisements + +210 +00:13:18,460 --> 00:13:23,100 +and the jobs are listed here. These companies + +211 +00:13:23,100 --> 00:13:25,440 +whenever they are going to attach their + +212 +00:13:25,440 --> 00:13:27,540 +advertisements on this website, they are paying + +213 +00:13:27,540 --> 00:13:30,740 +money for the manager or the owner of this page. + +214 +00:13:31,840 --> 00:13:34,200 +Therefore, this is considered to be the major + +215 +00:13:34,200 --> 00:13:39,040 +source of funding, the website. Therefore, as we + +216 +00:13:39,040 --> 00:13:41,160 +said, internet is something which we cannot + +217 +00:13:41,160 --> 00:13:43,640 +indispense nowadays when we are talking about + +218 +00:13:43,640 --> 00:13:46,510 +sales. The same thing whenever we are talking + +219 +00:13:46,510 --> 00:13:50,250 +about Hotmail account, or Yahoo account, or Gmail + +220 +00:13:50,250 --> 00:13:54,090 +account, or Facebook account, or YouTube account, + +221 +00:13:54,670 --> 00:13:58,150 +or Twitter, all of them they are what? Carrying a + +222 +00:13:58,150 --> 00:14:01,590 +kind of advertisements, commercials, made by big + +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 for 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 option, but here sales force + +233 +00:14:36,180 --> 00:14:38,840 +option. This is direct and these are indirect. + +234 +00:14:39,340 --> 00:14:41,460 +This is very important with being in the midterm + +235 +00:14:41,460 --> 00:14:46,160 +exam. How? Through multiple choice, through false, + +236 +00:14:46,260 --> 00:14:48,380 +and we can generate tens and tens 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 from our own 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 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, bear exposure. It + +245 +00:15:23,560 --> 00:15:26,200 +means efficiency, inexpensive, bear customer + +246 +00:15:26,200 --> 00:15:31,700 +contract. 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, bear 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 +that we are selling more units of sales. + +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 here. 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 a 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 we can evaluate advertising as a technique? + +265 +00:16:51,300 --> 00:16:54,120 +within 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 we can 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 the direct mail is achieving higher + +273 +00:17:24,230 --> 00:17:29,770 +sales more than the advertising. Excellent. Why? + +274 +00:17:31,970 --> 00:17:35,750 +Because advertising is not always a rich message + +275 +00:17:35,750 --> 00:17:40,470 +for the customer. Good. Hanin? Dark marriage or + +276 +00:17:40,470 --> 00:17:42,810 +directed for specific persons and that person will + +277 +00:17:42,810 --> 00:17:45,650 +respond by and anyway, but the advertising is + +278 +00:17:45,650 --> 00:17:48,350 +directed for the public and the person may not + +279 +00:17:48,350 --> 00:17:50,950 +respond to that. Excellent. Excellent. Excellent. + +280 +00:17:51,850 --> 00:17:55,330 +Excellent. When we are talking, 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 +cupboards. of a photo as a kind of advertisement + +285 +00:18:09,420 --> 00:18:12,900 +for X of the product. We are going to go to a + +286 +00:18:12,900 --> 00:18:16,120 +library or to any store and we are going to ask + +287 +00:18:16,120 --> 00:18:21,140 +them please make 1000 or 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 Shekel. Because we are going + +290 +00:18:26,680 --> 00:18:29,900 +to deal according to each copy, according to each + +291 +00:18:29,900 --> 00:18:34,380 +paper. Is it expensive? It isn't. But is it + +292 +00:18:34,380 --> 00:18:39,830 +efficient? It has a very limited effectiveness or + +293 +00:18:39,830 --> 00:18:42,950 +a level of effectiveness. Why? Various reasons. + +294 +00:18:43,610 --> 00:18:47,970 +Number one, this advertisement might be torn out + +295 +00:18:47,970 --> 00:18:52,330 +by people. This advertisement might be detached. + +296 +00:18:54,970 --> 00:18:58,330 +This advertisement might be met by a customer who + +297 +00:18:58,330 --> 00:19:03,270 +is illiterate. This advertisement might be met by + +298 +00:19:03,270 --> 00:19:05,150 +a customer who is very busy and he doesn't have + +299 +00:19:05,150 --> 00:19:08,030 +enough time to read. So all these are + +300 +00:19:08,030 --> 00:19:12,630 +probabilities, or probabilities of having less + +301 +00:19:12,630 --> 00:19:18,450 +limited space of effectiveness. This is the logic. + +302 +00:19:20,030 --> 00:19:23,270 +Okay? On the other hand, whenever 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 person by himself or herself. 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 +all the people as public and targeting you as you? + +307 +00:19:36,980 --> 00:19:40,700 +Of course. This means concentration is going to be + +308 +00:19:40,700 --> 00:19:44,820 +stronger here than advertising. Because of this, + +309 +00:19:45,200 --> 00:19:47,260 +even though the 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 +mail transaction must be paid according to + +312 +00:19:53,800 --> 00:19:58,710 +specificities. Therefore, for example, If a + +313 +00:19:58,710 --> 00:20:02,750 +company would like to send mail letter from Gaza + +314 +00:20:02,750 --> 00:20:05,310 +to Rafah and we are going to sign a contract with + +315 +00:20:05,310 --> 00:20:08,310 +Aramics office here, do you think how much they + +316 +00:20:08,310 --> 00:20:10,970 +are going to charge us for each mail transaction? + +317 +00:20:11,710 --> 00:20:16,910 +Approximately 30 new Israeli shekel or 50. This is + +318 +00:20:16,910 --> 00:20:20,530 +the rate. Is it expensive rate? It's expensive + +319 +00:20:20,530 --> 00:20:23,150 +rate when especially if you are going to send + +320 +00:20:23,150 --> 00:20:26,270 +thousands and thousands of mail transactions. It + +321 +00:20:26,270 --> 00:20:30,450 +is going to 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, people or customers, they are going + +324 +00:20:35,690 --> 00:20:39,130 +to look and review at this commercial in a more + +325 +00:20:39,130 --> 00:20:43,090 +serious way. Why? Because this commercial is + +326 +00:20:43,090 --> 00:20:45,890 +addressed to you. Why? Because this commercial is + +327 +00:20:45,890 --> 00:20:50,590 +sent to your home or company or organization. Can + +328 +00:20:50,590 --> 00:20:57,490 +it be lost? It cannot. Was it sent by accident? It + +329 +00:20:57,490 --> 00:21:01,750 +cannot be. Everything is planned. Why? Because + +330 +00:21:01,750 --> 00:21:06,110 +this service is paid. Any question and comments + +331 +00:21:06,110 --> 00:21:11,530 +about this? Let's compare these two. These two, we + +332 +00:21:11,530 --> 00:21:13,750 +are talking about internet and also we are talking + +333 +00:21:13,750 --> 00:21:16,690 +about telemarketing. Regarding the money, quickly, + +334 +00:21:16,930 --> 00:21:20,990 +which one is more expensive? Telemarketing. Is + +335 +00:21:20,990 --> 00:21:24,310 +this true in our country? Yes. Look for example + +336 +00:21:24,310 --> 00:21:25,690 +whenever we are talking about a cell phone + +337 +00:21:25,690 --> 00:21:30,610 +company, how they are going to charge us while we + +338 +00:21:30,610 --> 00:21:33,590 +are making cell conversations. They are charging + +339 +00:21:33,590 --> 00:21:37,910 +us according to seconds. According to seconds they + +340 +00:21:37,910 --> 00:21:41,610 +are charging us. Is it expensive? It is very + +341 +00:21:41,610 --> 00:21:44,010 +expensive. Because of this we are saying + +342 +00:21:44,010 --> 00:21:47,410 +telemarketing is more expensive than the internet. + +343 +00:21:48,270 --> 00:21:50,230 +But who is going to have more effectiveness? + +344 +00:21:52,730 --> 00:21:55,050 +telemarketing the same it is going to have more + +345 +00:21:55,050 --> 00:21:58,370 +effectiveness somebody's going to say why because + +346 +00:21:58,370 --> 00:22:02,790 +this is her and this is what so which one units of + +347 +00:22:02,790 --> 00:22:09,150 +sales this is bigger than this one clear + +348 +00:22:09,150 --> 00:22:13,270 +therefore telemarketing so far is the most + +349 +00:22:13,270 --> 00:22:18,430 +expensive or so far is the most effective but are + +350 +00:22:18,430 --> 00:22:22,520 +we talking about other techniques of course the + +351 +00:22:22,520 --> 00:22:27,500 +most expensive and the most effective which is + +352 +00:22:27,500 --> 00:22:33,160 +which means exactly we are going to deal with the + +353 +00:22:33,160 --> 00:22:34,760 +customers by ourselves and face-to-face + +354 +00:22:34,760 --> 00:22:37,540 +communication but this is considered to be the + +355 +00:22:37,540 --> 00:22:43,000 +most expensive why various reasons simply we are + +356 +00:22:43,000 --> 00:22:47,360 +going to recruit employees sales persons second + +357 +00:22:47,360 --> 00:22:50,630 +they will be entitled for monthly salaries Third, + +358 +00:22:50,750 --> 00:22:53,450 +they will be entitled for insurance. Fourth, they + +359 +00:22:53,450 --> 00:22:56,110 +will be entitled for training. Fifth, they will be + +360 +00:22:56,110 --> 00:22:58,990 +entitled for bonuses and so on and so on and so + +361 +00:22:58,990 --> 00:23:02,650 +on. Because of this we are talking about what? A + +362 +00:23:02,650 --> 00:23:09,170 +very high expenses or expenses. But is it the most + +363 +00:23:10,550 --> 00:23:14,030 +Effective one? Yes. Why? Because the probability + +364 +00:23:14,030 --> 00:23:16,510 +of convincing the customer to buy the product by + +365 +00:23:16,510 --> 00:23:19,690 +dealing with him or her face to face is greater + +366 +00:23:19,690 --> 00:23:21,950 +than the probabilities by the various techniques. + +367 +00:23:23,410 --> 00:23:28,030 +This is very important. Very important. It is in + +368 +00:23:28,030 --> 00:23:32,230 +the exam. Any question? Any comments? Everything + +369 +00:23:32,230 --> 00:23:36,990 +is clear? Now, let's go on. 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. Somebody is going to say, 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 means a 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 zoom in on the word new. Now, + +377 +00:24:03,420 --> 00:24:07,880 +somebody knows what happened three days ago with + +378 +00:24:07,880 --> 00:24:14,620 +Apple company? What happened? Farah? Raise your + +379 +00:24:14,620 --> 00:24:19,640 +voice. Yes, they began selling the new version of + +380 +00:24:19,640 --> 00:24:23,460 +the iPhone 5. Do you know one week ago I was + +381 +00:24:23,460 --> 00:24:27,680 +listening to the news? In one day, more than two + +382 +00:24:27,680 --> 00:24:31,160 +million requests were asking for this version. In + +383 +00:24:31,160 --> 00:24:35,270 +one day. Is this something believable? It's + +384 +00:24:35,270 --> 00:24:38,370 +unbelievable. But who is providing us with this + +385 +00:24:38,370 --> 00:24:41,730 +new version which is called the new five? This + +386 +00:24:41,730 --> 00:24:46,590 +unit, Product Development Management. This unit + +387 +00:24:46,590 --> 00:24:49,790 +and companies, they are responsible for creating + +388 +00:24:49,790 --> 00:24:53,850 +new versions of a product. One dollar in the + +389 +00:24:53,850 --> 00:24:57,270 +world, new. Why they are interested in these + +390 +00:24:57,270 --> 00:25:00,490 +things? Because as we said before, the taste of + +391 +00:25:00,490 --> 00:25:04,160 +the customers is fluctuating. It is + +392 +00:25:04,160 --> 00:25:06,660 +interchangeable. It isn't permanent. It isn't + +393 +00:25:06,660 --> 00:25:09,400 +fixed. Everything is changing in our own life. + +394 +00:25:10,100 --> 00:25:12,900 +This is one thing. Another thing, all the time the + +395 +00:25:12,900 --> 00:25:16,000 +customer is looking for his own comfort and is + +396 +00:25:16,000 --> 00:25:20,640 +looking for his own relaxation. In other words, if + +397 +00:25:20,640 --> 00:25:23,120 +you are going to provide a bike for your son or + +398 +00:25:23,120 --> 00:25:26,640 +your brother or sister, she's going to say, that's + +399 +00:25:26,640 --> 00:25:30,420 +fine. After one week, she's going to say, I need a + +400 +00:25:30,420 --> 00:25:35,340 +bike, motorbike. After a month, she's going to + +401 +00:25:35,340 --> 00:25:38,460 +say, I need a small car. Another month, she needs + +402 +00:25:38,460 --> 00:25:42,280 +a Jeep, and so on and so on. Therefore, customers + +403 +00:25:42,280 --> 00:25:44,680 +are greedy. In other words, they are going to look + +404 +00:25:44,680 --> 00:25:49,220 +for better specifications for the product. This is + +405 +00:25:49,220 --> 00:25:51,860 +the nature of the human beings. Therefore, we must + +406 +00:25:51,860 --> 00:25:57,800 +have what? BDM. In the midterm exam, I must use + +407 +00:25:57,800 --> 00:26:00,920 +the abbreviations. You must understand them + +408 +00:26:00,920 --> 00:26:04,240 +clearly and quickly and directly. This is + +409 +00:26:04,240 --> 00:26:11,240 +important. Go on. These are the sub processes of + +410 +00:26:11,240 --> 00:26:15,620 +the BDM. When we are saying sub processes, we are + +411 +00:26:15,620 --> 00:26:19,840 +referring to minor processes which we must do to + +412 +00:26:19,840 --> 00:26:24,820 +create BDM. It begins by this and it ends by this. + +413 +00:26:25,320 --> 00:26:27,340 +I am not going to talk about them, read them at + +414 +00:26:27,340 --> 00:26:32,290 +all. Remember, I will never give you a question + +415 +00:26:32,290 --> 00:26:34,850 +through which I'm going to check your memory. In + +416 +00:26:34,850 --> 00:26:37,230 +other words, I'm not going to tell you explain in + +417 +00:26:37,230 --> 00:26:39,890 +a very detailed way the sub processes of the BDM. + +418 +00:26:40,170 --> 00:26:43,450 +This is nonsense. I'm not going to check your + +419 +00:26:43,450 --> 00:26:47,170 +memory. I am going to check your understanding and + +420 +00:26:47,170 --> 00:26:52,050 +your analytical abilities. Clear? This is + +421 +00:26:52,050 --> 00:26:56,450 +important. Skip it. 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. The SCM refers to Supply Chain + +424 +00:27:04,410 --> 00:27:07,410 +Management. With this Supply Chain Management it + +425 +00:27:07,410 --> 00:27:11,710 +means integration and organization of what? Of two + +426 +00:27:11,710 --> 00:27:14,690 +things which are important. Number one information + +427 +00:27:14,690 --> 00:27:20,000 +and number two logistic activities. across the + +428 +00:27:20,000 --> 00:27:22,820 +firm. Why we have to make integration and + +429 +00:27:22,820 --> 00:27:27,180 +organization for information and for logistics in + +430 +00:27:27,180 --> 00:27:30,860 +a supply chain for the purpose of creating and + +431 +00:27:30,860 --> 00:27:34,180 +delivering goods and services that provide value + +432 +00:27:34,180 --> 00:27:37,720 +to people or customers? This is the meaning of + +433 +00:27:37,720 --> 00:27:41,360 +what? Supply Chain Management. Let's give example + +434 +00:27:41,360 --> 00:27:46,680 +here. I want you to look. I'm going to write three + +435 +00:27:46,680 --> 00:27:48,500 +letters and you must tell me what is this. + +436 +00:27:52,880 --> 00:27:54,440 +What do you understand by them? + +437 +00:27:58,320 --> 00:28:02,020 +Yes, it is service delivery. So if you would like + +438 +00:28:02,020 --> 00:28:05,440 +to send a good or item or product or a letter to + +439 +00:28:05,440 --> 00:28:08,080 +somebody or to another company, they are ready to + +440 +00:28:08,080 --> 00:28:13,370 +deliver it to you in the shortest time. Now + +441 +00:28:13,370 --> 00:28:16,390 +listen, how this company for example is working? + +442 +00:28:16,830 --> 00:28:20,190 +Is this a sales company? Of course. Why? It is + +443 +00:28:20,190 --> 00:28:22,230 +selling a service for us. Service of what? + +444 +00:28:22,870 --> 00:28:26,770 +Delivery. Now they are going to depend on these + +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, DH company, DHL company, it is + +447 +00:28:32,210 --> 00:28:36,290 +originally American company. They are having big + +448 +00:28:36,290 --> 00:28:42,250 +navy of number one, cars, trucks, + +449 +00:28:45,140 --> 00:28:50,200 +Three planes from all kinds, small or 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 + +453 +00:29:03,380 --> 00:29:09,080 +logistics. On the other hand, whenever you would + +454 +00:29:09,080 --> 00:29:10,980 +like, for example, imagine you are living in + +455 +00:29:10,980 --> 00:29:16,370 +America, you would like to send a laptop for your + +456 +00:29:16,370 --> 00:29:19,730 +sister, her, in Gaza or in Palestine. How the + +457 +00:29:19,730 --> 00:29:21,730 +transaction is going to be conducted? Look at + +458 +00:29:21,730 --> 00:29:25,170 +this. You are going to go to the DHL office and + +459 +00:29:25,170 --> 00:29:27,450 +the staff member over there, he or she is going to + +460 +00:29:27,450 --> 00:29:30,250 +ask you to provide her 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, what's your telephone, + +463 +00:29:35,910 --> 00:29:37,730 +what's your fax, what's your email address and so + +464 +00:29:37,730 --> 00:29:41,130 +on. And at the same time, she's going to ask you + +465 +00:29:41,130 --> 00:29:43,510 +what are the personal information of the receiver. + +466 +00:29:44,580 --> 00:29:48,000 +of this gift. So here we are talking about info. + +467 +00:29:48,360 --> 00:29:52,800 +So the info is ready. The information is ready + +468 +00:29:52,800 --> 00:29:56,440 +now. Now after that, she is going to provide you + +469 +00:29:56,440 --> 00:29:58,840 +with something called read. + +470 +00:30:05,740 --> 00:30:09,340 +Exactly. She's going to provide you with something + +471 +00:30:09,340 --> 00:30:13,860 +called the tracking number of shipment. This means + +472 +00:30:13,860 --> 00:30:16,580 +you are going after you are going to finish the + +473 +00:30:16,580 --> 00:30:19,320 +transaction, you will return back home, you are + +474 +00:30:19,320 --> 00:30:24,320 +going to go to the website of the DHL company and + +475 +00:30:24,320 --> 00:30:27,420 +you are going to log in by using your personal + +476 +00:30:27,420 --> 00:30:30,200 +information along with the tracking number of the + +477 +00:30:30,200 --> 00:30:34,120 +shipment. You are going to look where the shipment + +478 +00:30:34,120 --> 00:30:38,060 +is going and how it is lifted from one station to + +479 +00:30:38,060 --> 00:30:43,440 +another. So if you are moving from America, to + +480 +00:30:43,440 --> 00:30:47,360 +Palestine. This means this 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 +Netherland or Germany Frankfurt. In this case + +483 +00:30:57,120 --> 00:30:59,620 +after seven hours you are going to find online + +484 +00:30:59,620 --> 00:31:04,630 +that the shipment reached After another or extra + +485 +00:31:04,630 --> 00:31:06,770 +seven hours, you are going to find that it reached + +486 +00:31:06,770 --> 00:31:09,410 +Palestine. Or after a couple of hours, if you are + +487 +00:31:09,410 --> 00:31:11,610 +going to contact your sister, she's going to tell + +488 +00:31:11,610 --> 00:31:15,650 +you, I signed and I received it online. 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 make full compensation. + +493 +00:31:29,420 --> 00:31:32,980 +about the damages. Any questions, any comments + +494 +00:31:32,980 --> 00:31:38,220 +about this? 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, any 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 Euro project. It is + +502 +00:32:54,760 --> 00:32:56,660 +going to include what? It is going to 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 any category in the + +507 +00:33:28,920 --> 00:33:32,920 +Palestinian market. And 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, 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 +the specification 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 your production strategy. The production + +515 +00:34:01,020 --> 00:34:05,360 +strategy which is implemented by the company, like + +516 +00:34:05,360 --> 00:34:09,080 +cost leadership, differentiation, niche, which we + +517 +00:34:09,080 --> 00:34:14,140 +talked about. Also adopt targeting strategy. Here + +518 +00:34:14,140 --> 00:34:16,260 +you have to be critical, you have to be evaluator. + +519 +00:34:17,060 --> 00:34:19,080 +If you feel that the strategy which is implemented + +520 +00:34:19,080 --> 00:34:22,840 +by this company or sales company isn't 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 to enhance the rate of the sales size, + +523 +00:34:31,860 --> 00:34:35,260 +but according to correct and logical + +524 +00:34:35,260 --> 00:34:40,890 +justifications. Clear? 7. Adopt segmentation + +525 +00:34:40,890 --> 00:34:43,310 +strategy and talk about segmentation basis that + +526 +00:34:43,310 --> 00:34:46,750 +you should be to segment the market. 9. 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 mind. Choose of the go-to-market + +529 +00:34:52,450 --> 00:34:54,790 +alternatives, which we have just talked about. + +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 group, what did I tell you? I told you, + +532 +00:35:01,390 --> 00:35:05,170 +be patient. because some of the techniques now we + +533 +00:35:05,170 --> 00:35:08,370 +talk them we are realizing them therefore you can + +534 +00:35:08,370 --> 00:35:11,030 +know exactly what is the framework of your + +535 +00:35:11,030 --> 00:35:16,770 +research content okay now number 10 state the + +536 +00:35:16,770 --> 00:35:20,450 +success factors of your product that from point of + +537 +00:35:20,450 --> 00:35:23,090 +view which are critical in convincing your + +538 +00:35:23,090 --> 00:35:25,610 +customer of your product through answering these + +539 +00:35:25,610 --> 00:35:29,890 +questions is there an opportunity marketing + +540 +00:35:29,890 --> 00:35:34,480 +opportunity or Can we compete? Can we win? The + +541 +00:35:34,480 --> 00:35:37,800 +word we here refers to company itself which you + +542 +00:35:37,800 --> 00:35:42,860 +are writing about. Clear? Okay, how are your sales + +543 +00:35:42,860 --> 00:35:46,820 +to be organized etc etc all these things you must + +544 +00:35:46,820 --> 00:35:50,620 +be able to answer them. Listen, somebody is going + +545 +00:35:50,620 --> 00:35:53,400 +to say the dimensions of the research they are too + +546 +00:35:53,400 --> 00:35:58,540 +many. Pick or apply that in where it is + +547 +00:35:58,540 --> 00:36:02,540 +appropriate and applicable. 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, 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 founded on + +552 +00:36:17,180 --> 00:36:23,780 +one word, one big rule, which is sales. This is + +553 +00:36:23,780 --> 00:36:29,010 +very important. Clear? So any dimension, any + +554 +00:36:29,010 --> 00:36:31,650 +factor, any one of the sub-questions you can write + +555 +00:36:31,650 --> 00:36:35,910 +about, but it must be founded on the mentality of + +556 +00:36:35,910 --> 00:36:42,830 +sales. Therefore, next class on Monday, Inshallah, + +557 +00:36:43,610 --> 00:36:47,610 +I want each group, I want each group to nominate a + +558 +00:36:47,610 --> 00:36:52,490 +speaks woman who is going to tell us what is their + +559 +00:36:52,490 --> 00:36:56,590 +own organization, what is their own product, and + +560 +00:36:56,590 --> 00:37:01,130 +what is the outline of their own paper. Three + +561 +00:37:01,130 --> 00:37:06,350 +things. Organization, product, and the quick + +562 +00:37:06,350 --> 00:37:10,230 +outline. Or we called it preliminary outline. + +563 +00:37:12,790 --> 00:37:19,510 +Any question or comments? Clear? Now listen + +564 +00:37:19,510 --> 00:37:23,930 +regarding the size of the paper. I'm looking for a + +565 +00:37:23,930 --> 00:37:27,930 +paper which doesn't exceed 20 pages or not 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 +condition. It must be referenced. Please be away + +568 +00:37:39,770 --> 00:37:44,620 +from the culture of copying and pasting. copying + +569 +00:37:44,620 --> 00:37:48,140 +and pasting if I smell directly or indirectly your + +570 +00:37:48,140 --> 00:37:51,920 +evaluation is going to be very harsh your + +571 +00:37:51,920 --> 00:37:57,280 +evaluation is going to be very harsh clear the + +572 +00:37:57,280 --> 00:38:06,000 +font times in your roman 12 size 12 for the + +573 +00:38:06,000 --> 00:38:08,480 +headings and the subheadings please make them bold + +574 +00:38:08,480 --> 00:38:12,400 +and for the ordinary text make it ordinary without + +575 +00:38:12,400 --> 00:38:17,360 +bolding Any question, any comments? Any question? + +576 +00:38:18,540 --> 00:38:25,260 +Any comments? Go on. Okay, listen, 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 put you in a group last time. Okay, who + +579 +00:38:35,600 --> 00:38:37,360 +is going to take her membership? + +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, I am thanking you + +582 +00:38:50,700 --> 00:38:53,520 +too much for accepting her membership in your + +583 +00:38:53,520 --> 00:38:58,300 +group. With Sajid, okay? Okay? Any questions, any + +584 +00:38:58,300 --> 00:39:00,680 +comments? See you next time, thank you. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..842ecbe67bdd0e48e63d9110e92f7a1bf292bc8d --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/R1fJBseKhDU_raw.srt @@ -0,0 +1,2336 @@ +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 + +4 +00:00:32,280 --> 00:00:36,040 +-market 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. For others, they are alternatives. + +7 +00:00:44,840 --> 00:00:47,840 +Now, we are going to talk about the techniques in + +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. Customer 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 Salesforce options. to the sales + +16 +00:01:16,660 --> 00:01:19,380 +force options 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, rejected 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 higher and working for the interest of our own + +25 +00:01:49,500 --> 00:01:54,320 +sales agency. Therefore, if you 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 +indirect relationship? No, we are talking about + +28 +00:02:00,820 --> 00:02:03,880 +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 They are classified to be 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 +to be indirect. Because we are referring to + +33 +00:02:17,570 --> 00:02:21,370 +somebody who is called mediator. Who is going to + +34 +00:02:21,370 --> 00:02:25,650 +be in between. 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 the agent distributor + +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 they 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 +by the market or in the market by themselves then + +42 +00:02:49,950 --> 00:02:52,630 +in this scenario we cannot talk about 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's 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 +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 to be 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 or 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 lost, we are losing together. And this is + +59 +00:03:55,910 --> 00:03:59,950 +the meaning of what integration contract. 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 alliances. + +65 +00:04:17,910 --> 00:04:22,410 +And alliances in Arabic, it means tahalufat. 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 memo 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 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 the 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 alliances. But here, + +76 +00:04:58,870 --> 00:05:02,210 +the winning and the lost 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 feather in exchange for another + +82 +00:05:21,240 --> 00:05:25,480 +feather. This is very important. Therefore we are + +83 +00:05:25,480 --> 00:05:30,060 +talking about what? Indirect relationship. So all + +84 +00:05:30,060 --> 00:05:33,300 +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 is + +95 +00:06:06,980 --> 00:06:10,560 +belonging 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 must depend on indirect + +99 +00:06:21,540 --> 00:06:25,180 +sales relationship. So we are talking about a kind + +100 +00:06:25,180 --> 00:06:27,320 +of space, we are talking about a kind of + +101 +00:06:27,320 --> 00:06:31,340 +manipulation, a kind of 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 interest. + +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 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 option. 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 or procedures or + +112 +00:07:07,100 --> 00:07:10,720 +techniques. Can we work according to them as a + +113 +00:07:10,720 --> 00:07:14,600 +sales agency? Or can we indispense 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 + +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 is understanding + +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, it is ambiguous. Now listen, why it is + +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 +Somebody is going to say, why? We are saying, the + +127 +00:08:02,410 --> 00:08:09,570 +mailbox looks like + +128 +00:08:09,570 --> 00:08:13,370 +the lungs which we are breathing 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 electricity company, with + +131 +00:08:21,120 --> 00:08:24,220 +internet company, with water company. All the + +132 +00:08:24,220 --> 00:08:26,700 +receipts and the transactions, they are going to + +133 +00:08:26,700 --> 00:08:30,480 +be delivered to you through 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 accident and + +136 +00:08:39,150 --> 00:08:41,530 +there is going to be a court procedures or + +137 +00:08:41,530 --> 00:08:44,150 +implications, all these things will be sent to you + +138 +00:08:44,150 --> 00:08:49,710 +through 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 up 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 to you you must + +143 +00:09:03,010 --> 00:09:07,750 +come to the 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 I went to study + +148 +00:09:23,270 --> 00:09:27,310 +over there a master degree. The American academic + +149 +00:09:27,310 --> 00:09:30,610 +advisor, she told me you should open the 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 said the mailbox is 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 +correspondences. 80% from them are sales + +157 +00:10:00,480 --> 00:10:03,480 +promotions, sales commercials, sales + +158 +00:10:03,480 --> 00:10:07,330 +advertisements. Therefore, many of the 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 the 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 +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. Somebody 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 from one hand and the + +171 +00:10:50,510 --> 00:10:54,330 +mail authorities from the other hand? Yes. Because + +172 +00:10:54,330 --> 00:10:58,110 +each mail transaction it 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 wide or 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 it means 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 internet. The internet nowadays, it + +186 +00:11:48,180 --> 00:11:51,560 +is 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 internet at her + +188 +00:11:56,180 --> 00:11:59,580 +home? Please raise your hand. Raise your hand. + +189 +00:12:00,300 --> 00:12:07,560 +Access to 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 number, very + +191 +00:12:11,490 --> 00:12:14,150 +limited number, less than five, who doesn't have + +192 +00:12:14,150 --> 00:12:16,430 +access to internet. But the majority of the + +193 +00:12:16,430 --> 00:12:20,250 +people, they are having 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 +favorite websites. Let's give 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 --> 00:12:42,490 +jobs.bs this is a local website through which we + +199 +00:12:42,490 --> 00:12:47,210 +are announcing our vacancies or positions or jobs + +200 +00:12:47,210 --> 00:12:50,990 +so any Palestinian either we are talking about men + +201 +00:12:50,990 --> 00:12:53,450 +or women students or non-students and they are + +202 +00:12:53,450 --> 00:12:57,630 +looking for work they will visit this website now + +203 +00:12:57,630 --> 00:13:00,050 +you when you are using this website it is a free + +204 +00:13:00,050 --> 00:13:03,540 +service But somebody is going to wonder how the + +205 +00:13:03,540 --> 00:13:06,500 +management of this website is funding its website. + +206 +00:13:07,300 --> 00:13:09,360 +It is going to fund its website because if you are + +207 +00:13:09,360 --> 00:13:12,780 +going to look on the page itself, you are going to + +208 +00:13:12,780 --> 00:13:16,300 +find here advertisements and here advertisements + +209 +00:13:16,300 --> 00:13:18,460 +and here advertisements and here advertisements + +210 +00:13:18,460 --> 00:13:23,100 +and the jobs are listed here. These companies + +211 +00:13:23,100 --> 00:13:25,440 +whenever they are going to attach their + +212 +00:13:25,440 --> 00:13:27,540 +advertisements on this website, they are paying + +213 +00:13:27,540 --> 00:13:30,740 +money for the manager or the owner of this page. + +214 +00:13:31,840 --> 00:13:34,200 +Therefore, this is considered to be the major + +215 +00:13:34,200 --> 00:13:39,040 +source of funding, the website. Therefore, as we + +216 +00:13:39,040 --> 00:13:41,160 +said, internet is something which we cannot + +217 +00:13:41,160 --> 00:13:43,640 +indispense nowadays when we are talking about + +218 +00:13:43,640 --> 00:13:46,510 +sales. The same thing whenever we are talking + +219 +00:13:46,510 --> 00:13:50,250 +about Hotmail account, or Yahoo account, or Gmail + +220 +00:13:50,250 --> 00:13:54,090 +account, or Facebook account, or YouTube account, + +221 +00:13:54,670 --> 00:13:58,150 +or Twitter, all of them they are what? Carrying a + +222 +00:13:58,150 --> 00:14:01,590 +kind of advertisements, commercials, made by big + +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 for 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 option, but here sales force + +233 +00:14:36,180 --> 00:14:38,840 +option. This is direct and these are indirect. + +234 +00:14:39,340 --> 00:14:41,460 +This is very important with being in the midterm + +235 +00:14:41,460 --> 00:14:46,160 +exam. How? Through multiple choice, through false, + +236 +00:14:46,260 --> 00:14:48,380 +and we can generate tens and tens 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 from our own 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 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, bear exposure. It + +245 +00:15:23,560 --> 00:15:26,200 +means efficiency, inexpensive, bear customer + +246 +00:15:26,200 --> 00:15:31,700 +contract. 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, bear 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 +that we are selling more units of sales. + +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 here. 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 a 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 we can evaluate advertising as a technique? + +265 +00:16:51,300 --> 00:16:54,120 +within 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 we can 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 the direct mail is achieving higher + +273 +00:17:24,230 --> 00:17:29,770 +sales more than the advertising. Excellent. Why? + +274 +00:17:31,970 --> 00:17:35,750 +Because advertising is not always a rich message + +275 +00:17:35,750 --> 00:17:40,470 +for the customer. Good. Hanin? Dark marriage or + +276 +00:17:40,470 --> 00:17:42,810 +directed for specific persons and that person will + +277 +00:17:42,810 --> 00:17:45,650 +respond by and anyway, but the advertising is + +278 +00:17:45,650 --> 00:17:48,350 +directed for the public and the person may not + +279 +00:17:48,350 --> 00:17:50,950 +respond to that. Excellent. Excellent. Excellent. + +280 +00:17:51,850 --> 00:17:55,330 +Excellent. When we are talking, 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 +cupboards. of a photo as a kind of advertisement + +285 +00:18:09,420 --> 00:18:12,900 +for X of the product. We are going to go to a + +286 +00:18:12,900 --> 00:18:16,120 +library or to any store and we are going to ask + +287 +00:18:16,120 --> 00:18:21,140 +them please make 1000 or 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 Shekel. Because we are going + +290 +00:18:26,680 --> 00:18:29,900 +to deal according to each copy, according to each + +291 +00:18:29,900 --> 00:18:34,380 +paper. Is it expensive? It isn't. But is it + +292 +00:18:34,380 --> 00:18:39,830 +efficient? It has a very limited effectiveness or + +293 +00:18:39,830 --> 00:18:42,950 +a level of effectiveness. Why? Various reasons. + +294 +00:18:43,610 --> 00:18:47,970 +Number one, this advertisement might be torn out + +295 +00:18:47,970 --> 00:18:52,330 +by people. This advertisement might be detached. + +296 +00:18:54,970 --> 00:18:58,330 +This advertisement might be met by a customer who + +297 +00:18:58,330 --> 00:19:03,270 +is illiterate. This advertisement might be met by + +298 +00:19:03,270 --> 00:19:05,150 +a customer who is very busy and he doesn't have + +299 +00:19:05,150 --> 00:19:08,030 +enough time to read. So all these are + +300 +00:19:08,030 --> 00:19:12,630 +probabilities, or probabilities of having less + +301 +00:19:12,630 --> 00:19:18,450 +limited space of effectiveness. This is the logic. + +302 +00:19:20,030 --> 00:19:23,270 +Okay? On the other hand, whenever 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 person by himself or herself. 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 +all the people as public and targeting you as you? + +307 +00:19:36,980 --> 00:19:40,700 +Of course. This means concentration is going to be + +308 +00:19:40,700 --> 00:19:44,820 +stronger here than advertising. Because of this, + +309 +00:19:45,200 --> 00:19:47,260 +even though the 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 +mail transaction must be paid according to + +312 +00:19:53,800 --> 00:19:58,710 +specificities. Therefore, for example, If a + +313 +00:19:58,710 --> 00:20:02,750 +company would like to send mail letter from Gaza + +314 +00:20:02,750 --> 00:20:05,310 +to Rafah and we are going to sign a contract with + +315 +00:20:05,310 --> 00:20:08,310 +Aramics office here, do you think how much they + +316 +00:20:08,310 --> 00:20:10,970 +are going to charge us for each mail transaction? + +317 +00:20:11,710 --> 00:20:16,910 +Approximately 30 new Israeli shekel or 50. This is + +318 +00:20:16,910 --> 00:20:20,530 +the rate. Is it expensive rate? It's expensive + +319 +00:20:20,530 --> 00:20:23,150 +rate when especially if you are going to send + +320 +00:20:23,150 --> 00:20:26,270 +thousands and thousands of mail transactions. It + +321 +00:20:26,270 --> 00:20:30,450 +is going to 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, people or customers, they are going + +324 +00:20:35,690 --> 00:20:39,130 +to look and review at this commercial in a more + +325 +00:20:39,130 --> 00:20:43,090 +serious way. Why? Because this commercial is + +326 +00:20:43,090 --> 00:20:45,890 +addressed to you. Why? Because this commercial is + +327 +00:20:45,890 --> 00:20:50,590 +sent to your home or company or organization. Can + +328 +00:20:50,590 --> 00:20:57,490 +it be lost? It cannot. Was it sent by accident? It + +329 +00:20:57,490 --> 00:21:01,750 +cannot be. Everything is planned. Why? Because + +330 +00:21:01,750 --> 00:21:06,110 +this service is paid. Any question and comments + +331 +00:21:06,110 --> 00:21:11,530 +about this? Let's compare these two. These two, we + +332 +00:21:11,530 --> 00:21:13,750 +are talking about internet and also we are talking + +333 +00:21:13,750 --> 00:21:16,690 +about telemarketing. Regarding the money, quickly, + +334 +00:21:16,930 --> 00:21:20,990 +which one is more expensive? Telemarketing. Is + +335 +00:21:20,990 --> 00:21:24,310 +this true in our country? Yes. Look for example + +336 +00:21:24,310 --> 00:21:25,690 +whenever we are talking about a cell phone + +337 +00:21:25,690 --> 00:21:30,610 +company, how they are going to charge us while we + +338 +00:21:30,610 --> 00:21:33,590 +are making cell conversations. They are charging + +339 +00:21:33,590 --> 00:21:37,910 +us according to seconds. According to seconds they + +340 +00:21:37,910 --> 00:21:41,610 +are charging us. Is it expensive? It is very + +341 +00:21:41,610 --> 00:21:44,010 +expensive. Because of this we are saying + +342 +00:21:44,010 --> 00:21:47,410 +telemarketing is more expensive than the internet. + +343 +00:21:48,270 --> 00:21:50,230 +But who is going to have more effectiveness? + +344 +00:21:52,730 --> 00:21:55,050 +telemarketing the same it is going to have more + +345 +00:21:55,050 --> 00:21:58,370 +effectiveness somebody's going to say why because + +346 +00:21:58,370 --> 00:22:02,790 +this is her and this is what so which one units of + +347 +00:22:02,790 --> 00:22:09,150 +sales this is bigger than this one clear + +348 +00:22:09,150 --> 00:22:13,270 +therefore telemarketing so far is the most + +349 +00:22:13,270 --> 00:22:18,430 +expensive or so far is the most effective but are + +350 +00:22:18,430 --> 00:22:22,520 +we talking about other techniques of course the + +351 +00:22:22,520 --> 00:22:27,500 +most expensive and the most effective which is + +352 +00:22:27,500 --> 00:22:33,160 +which means exactly we are going to deal with the + +353 +00:22:33,160 --> 00:22:34,760 +customers by ourselves and face-to-face + +354 +00:22:34,760 --> 00:22:37,540 +communication but this is considered to be the + +355 +00:22:37,540 --> 00:22:43,000 +most expensive why various reasons simply we are + +356 +00:22:43,000 --> 00:22:47,360 +going to recruit employees sales persons second + +357 +00:22:47,360 --> 00:22:50,630 +they will be entitled for monthly salaries Third, + +358 +00:22:50,750 --> 00:22:53,450 +they will be entitled for insurance. Fourth, they + +359 +00:22:53,450 --> 00:22:56,110 +will be entitled for training. Fifth, they will be + +360 +00:22:56,110 --> 00:22:58,990 +entitled for bonuses and so on and so on and so + +361 +00:22:58,990 --> 00:23:02,650 +on. Because of this we are talking about what? A + +362 +00:23:02,650 --> 00:23:09,170 +very high expenses or expenses. But is it the most + +363 +00:23:10,550 --> 00:23:14,030 +Effective one? Yes. Why? Because the probability + +364 +00:23:14,030 --> 00:23:16,510 +of convincing the customer to buy the product by + +365 +00:23:16,510 --> 00:23:19,690 +dealing with him or her face to face is greater + +366 +00:23:19,690 --> 00:23:21,950 +than the probabilities by the various techniques. + +367 +00:23:23,410 --> 00:23:28,030 +This is very important. Very important. It is in + +368 +00:23:28,030 --> 00:23:32,230 +the exam. Any question? Any comments? Everything + +369 +00:23:32,230 --> 00:23:36,990 +is clear? Now, let's go on. 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. Somebody is going to say, 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 means a 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 zoom in on the word new. Now, + +377 +00:24:03,420 --> 00:24:07,880 +somebody knows what happened three days ago with + +378 +00:24:07,880 --> 00:24:14,620 +Apple company? What happened? Farah? Raise your + +379 +00:24:14,620 --> 00:24:19,640 +voice. Yes, they began selling the new version of + +380 +00:24:19,640 --> 00:24:23,460 +the iPhone 5. Do you know one week ago I was + +381 +00:24:23,460 --> 00:24:27,680 +listening to the news? In one day, more than two + +382 +00:24:27,680 --> 00:24:31,160 +million requests were asking for this version. In + +383 +00:24:31,160 --> 00:24:35,270 +one day. Is this something believable? It's + +384 +00:24:35,270 --> 00:24:38,370 +unbelievable. But who is providing us with this + +385 +00:24:38,370 --> 00:24:41,730 +new version which is called the new five? This + +386 +00:24:41,730 --> 00:24:46,590 +unit, Product Development Management. This unit + +387 +00:24:46,590 --> 00:24:49,790 +and companies, they are responsible for creating + +388 +00:24:49,790 --> 00:24:53,850 +new versions of a product. One dollar in the + +389 +00:24:53,850 --> 00:24:57,270 +world, new. Why they are interested in these + +390 +00:24:57,270 --> 00:25:00,490 +things? Because as we said before, the taste of + +391 +00:25:00,490 --> 00:25:04,160 +the customers is fluctuating. It is + +392 +00:25:04,160 --> 00:25:06,660 +interchangeable. It isn't permanent. It isn't + +393 +00:25:06,660 --> 00:25:09,400 +fixed. Everything is changing in our own life. + +394 +00:25:10,100 --> 00:25:12,900 +This is one thing. Another thing, all the time the + +395 +00:25:12,900 --> 00:25:16,000 +customer is looking for his own comfort and is + +396 +00:25:16,000 --> 00:25:20,640 +looking for his own relaxation. In other words, if + +397 +00:25:20,640 --> 00:25:23,120 +you are going to provide a bike for your son or + +398 +00:25:23,120 --> 00:25:26,640 +your brother or sister, she's going to say, that's + +399 +00:25:26,640 --> 00:25:30,420 +fine. After one week, she's going to say, I need a + +400 +00:25:30,420 --> 00:25:35,340 +bike, motorbike. After a month, she's going to + +401 +00:25:35,340 --> 00:25:38,460 +say, I need a small car. Another month, she needs + +402 +00:25:38,460 --> 00:25:42,280 +a Jeep, and so on and so on. Therefore, customers + +403 +00:25:42,280 --> 00:25:44,680 +are greedy. In other words, they are going to look + +404 +00:25:44,680 --> 00:25:49,220 +for better specifications for the product. This is + +405 +00:25:49,220 --> 00:25:51,860 +the nature of the human beings. Therefore, we must + +406 +00:25:51,860 --> 00:25:57,800 +have what? BDM. In the midterm exam, I must use + +407 +00:25:57,800 --> 00:26:00,920 +the abbreviations. You must understand them + +408 +00:26:00,920 --> 00:26:04,240 +clearly and quickly and directly. This is + +409 +00:26:04,240 --> 00:26:11,240 +important. Go on. These are the sub processes of + +410 +00:26:11,240 --> 00:26:15,620 +the BDM. When we are saying sub processes, we are + +411 +00:26:15,620 --> 00:26:19,840 +referring to minor processes which we must do to + +412 +00:26:19,840 --> 00:26:24,820 +create BDM. It begins by this and it ends by this. + +413 +00:26:25,320 --> 00:26:27,340 +I am not going to talk about them, read them at + +414 +00:26:27,340 --> 00:26:32,290 +all. Remember, I will never give you a question + +415 +00:26:32,290 --> 00:26:34,850 +through which I'm going to check your memory. In + +416 +00:26:34,850 --> 00:26:37,230 +other words, I'm not going to tell you explain in + +417 +00:26:37,230 --> 00:26:39,890 +a very detailed way the sub processes of the BDM. + +418 +00:26:40,170 --> 00:26:43,450 +This is nonsense. I'm not going to check your + +419 +00:26:43,450 --> 00:26:47,170 +memory. I am going to check your understanding and + +420 +00:26:47,170 --> 00:26:52,050 +your analytical abilities. Clear? This is + +421 +00:26:52,050 --> 00:26:56,450 +important. Skip it. 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. The SCM refers to Supply Chain + +424 +00:27:04,410 --> 00:27:07,410 +Management. With this Supply Chain Management it + +425 +00:27:07,410 --> 00:27:11,710 +means integration and organization of what? Of two + +426 +00:27:11,710 --> 00:27:14,690 +things which are important. Number one information + +427 +00:27:14,690 --> 00:27:20,000 +and number two logistic activities. across the + +428 +00:27:20,000 --> 00:27:22,820 +firm. Why we have to make integration and + +429 +00:27:22,820 --> 00:27:27,180 +organization for information and for logistics in + +430 +00:27:27,180 --> 00:27:30,860 +a supply chain for the purpose of creating and + +431 +00:27:30,860 --> 00:27:34,180 +delivering goods and services that provide value + +432 +00:27:34,180 --> 00:27:37,720 +to people or customers? This is the meaning of + +433 +00:27:37,720 --> 00:27:41,360 +what? Supply Chain Management. Let's give example + +434 +00:27:41,360 --> 00:27:46,680 +here. I want you to look. I'm going to write three + +435 +00:27:46,680 --> 00:27:48,500 +letters and you must tell me what is this. + +436 +00:27:52,880 --> 00:27:54,440 +What do you understand by them? + +437 +00:27:58,320 --> 00:28:02,020 +Yes, it is service delivery. So if you would like + +438 +00:28:02,020 --> 00:28:05,440 +to send a good or item or product or a letter to + +439 +00:28:05,440 --> 00:28:08,080 +somebody or to another company, they are ready to + +440 +00:28:08,080 --> 00:28:13,370 +deliver it to you in the shortest time. Now + +441 +00:28:13,370 --> 00:28:16,390 +listen, how this company for example is working? + +442 +00:28:16,830 --> 00:28:20,190 +Is this a sales company? Of course. Why? It is + +443 +00:28:20,190 --> 00:28:22,230 +selling a service for us. Service of what? + +444 +00:28:22,870 --> 00:28:26,770 +Delivery. Now they are going to depend on these + +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, DH company, DHL company, it is + +447 +00:28:32,210 --> 00:28:36,290 +originally American company. They are having big + +448 +00:28:36,290 --> 00:28:42,250 +navy of number one, cars, trucks, + +449 +00:28:45,140 --> 00:28:50,200 +Three planes from all kinds, small or 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 + +453 +00:29:03,380 --> 00:29:09,080 +logistics. On the other hand, whenever you would + +454 +00:29:09,080 --> 00:29:10,980 +like, for example, imagine you are living in + +455 +00:29:10,980 --> 00:29:16,370 +America, you would like to send a laptop for your + +456 +00:29:16,370 --> 00:29:19,730 +sister, her, in Gaza or in Palestine. How the + +457 +00:29:19,730 --> 00:29:21,730 +transaction is going to be conducted? Look at + +458 +00:29:21,730 --> 00:29:25,170 +this. You are going to go to the DHL office and + +459 +00:29:25,170 --> 00:29:27,450 +the staff member over there, he or she is going to + +460 +00:29:27,450 --> 00:29:30,250 +ask you to provide her 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, what's your telephone, + +463 +00:29:35,910 --> 00:29:37,730 +what's your fax, what's your email address and so + +464 +00:29:37,730 --> 00:29:41,130 +on. And at the same time, she's going to ask you + +465 +00:29:41,130 --> 00:29:43,510 +what are the personal information of the receiver. + +466 +00:29:44,580 --> 00:29:48,000 +of this gift. So here we are talking about info. + +467 +00:29:48,360 --> 00:29:52,800 +So the info is ready. The information is ready + +468 +00:29:52,800 --> 00:29:56,440 +now. Now after that, she is going to provide you + +469 +00:29:56,440 --> 00:29:58,840 +with something called read. + +470 +00:30:05,740 --> 00:30:09,340 +Exactly. She's going to provide you with something + +471 +00:30:09,340 --> 00:30:13,860 +called the tracking number of shipment. This means + +472 +00:30:13,860 --> 00:30:16,580 +you are going after you are going to finish the + +473 +00:30:16,580 --> 00:30:19,320 +transaction, you will return back home, you are + +474 +00:30:19,320 --> 00:30:24,320 +going to go to the website of the DHL company and + +475 +00:30:24,320 --> 00:30:27,420 +you are going to log in by using your personal + +476 +00:30:27,420 --> 00:30:30,200 +information along with the tracking number of the + +477 +00:30:30,200 --> 00:30:34,120 +shipment. You are going to look where the shipment + +478 +00:30:34,120 --> 00:30:38,060 +is going and how it is lifted from one station to + +479 +00:30:38,060 --> 00:30:43,440 +another. So if you are moving from America, to + +480 +00:30:43,440 --> 00:30:47,360 +Palestine. This means this 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 +Netherland or Germany Frankfurt. In this case + +483 +00:30:57,120 --> 00:30:59,620 +after seven hours you are going to find online + +484 +00:30:59,620 --> 00:31:04,630 +that the shipment reached After another or extra + +485 +00:31:04,630 --> 00:31:06,770 +seven hours, you are going to find that it reached + +486 +00:31:06,770 --> 00:31:09,410 +Palestine. Or after a couple of hours, if you are + +487 +00:31:09,410 --> 00:31:11,610 +going to contact your sister, she's going to tell + +488 +00:31:11,610 --> 00:31:15,650 +you, I signed and I received it online. 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 make full compensation. + +493 +00:31:29,420 --> 00:31:32,980 +about the damages. Any questions, any comments + +494 +00:31:32,980 --> 00:31:38,220 +about this? 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, any 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 Euro project. It is + +502 +00:32:54,760 --> 00:32:56,660 +going to include what? It is going to 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 any category in the + +507 +00:33:28,920 --> 00:33:32,920 +Palestinian market. And 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, 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 +the specification 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 your production strategy. The production + +515 +00:34:01,020 --> 00:34:05,360 +strategy which is implemented by the company, like + +516 +00:34:05,360 --> 00:34:09,080 +cost leadership, differentiation, niche, which we + +517 +00:34:09,080 --> 00:34:14,140 +talked about. Also adopt targeting strategy. Here + +518 +00:34:14,140 --> 00:34:16,260 +you have to be critical, you have to be evaluator. + +519 +00:34:17,060 --> 00:34:19,080 +If you feel that the strategy which is implemented + +520 +00:34:19,080 --> 00:34:22,840 +by this company or sales company isn't 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 to enhance the rate of the sales size, + +523 +00:34:31,860 --> 00:34:35,260 +but according to correct and logical + +524 +00:34:35,260 --> 00:34:40,890 +justifications. Clear? 7. Adopt segmentation + +525 +00:34:40,890 --> 00:34:43,310 +strategy and talk about segmentation basis that + +526 +00:34:43,310 --> 00:34:46,750 +you should be to segment the market. 9. 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 mind. Choose of the go-to-market + +529 +00:34:52,450 --> 00:34:54,790 +alternatives, which we have just talked about. + +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 group, what did I tell you? I told you, + +532 +00:35:01,390 --> 00:35:05,170 +be patient. because some of the techniques now we + +533 +00:35:05,170 --> 00:35:08,370 +talk them we are realizing them therefore you can + +534 +00:35:08,370 --> 00:35:11,030 +know exactly what is the framework of your + +535 +00:35:11,030 --> 00:35:16,770 +research content okay now number 10 state the + +536 +00:35:16,770 --> 00:35:20,450 +success factors of your product that from point of + +537 +00:35:20,450 --> 00:35:23,090 +view which are critical in convincing your + +538 +00:35:23,090 --> 00:35:25,610 +customer of your product through answering these + +539 +00:35:25,610 --> 00:35:29,890 +questions is there an opportunity marketing + +540 +00:35:29,890 --> 00:35:34,480 +opportunity or Can we compete? Can we win? The + +541 +00:35:34,480 --> 00:35:37,800 +word we here refers to company itself which you + +542 +00:35:37,800 --> 00:35:42,860 +are writing about. Clear? Okay, how are your sales + +543 +00:35:42,860 --> 00:35:46,820 +to be organized etc etc all these things you must + +544 +00:35:46,820 --> 00:35:50,620 +be able to answer them. Listen, somebody is going + +545 +00:35:50,620 --> 00:35:53,400 +to say the dimensions of the research they are too + +546 +00:35:53,400 --> 00:35:58,540 +many. Pick or apply that in where it is + +547 +00:35:58,540 --> 00:36:02,540 +appropriate and applicable. 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, 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 founded on + +552 +00:36:17,180 --> 00:36:23,780 +one word, one big rule, which is sales. This is + +553 +00:36:23,780 --> 00:36:29,010 +very important. Clear? So any dimension, any + +554 +00:36:29,010 --> 00:36:31,650 +factor, any one of the sub-questions you can write + +555 +00:36:31,650 --> 00:36:35,910 +about, but it must be founded on the mentality of + +556 +00:36:35,910 --> 00:36:42,830 +sales. Therefore, next class on Monday, Inshallah, + +557 +00:36:43,610 --> 00:36:47,610 +I want each group, I want each group to nominate a + +558 +00:36:47,610 --> 00:36:52,490 +speaks woman who is going to tell us what is their + +559 +00:36:52,490 --> 00:36:56,590 +own organization, what is their own product, and + +560 +00:36:56,590 --> 00:37:01,130 +what is the outline of their own paper. Three + +561 +00:37:01,130 --> 00:37:06,350 +things. Organization, product, and the quick + +562 +00:37:06,350 --> 00:37:10,230 +outline. Or we called it preliminary outline. + +563 +00:37:12,790 --> 00:37:19,510 +Any question or comments? Clear? Now listen + +564 +00:37:19,510 --> 00:37:23,930 +regarding the size of the paper. I'm looking for a + +565 +00:37:23,930 --> 00:37:27,930 +paper which doesn't exceed 20 pages or not 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 +condition. It must be referenced. Please be away + +568 +00:37:39,770 --> 00:37:44,620 +from the culture of copying and pasting. copying + +569 +00:37:44,620 --> 00:37:48,140 +and pasting if I smell directly or indirectly your + +570 +00:37:48,140 --> 00:37:51,920 +evaluation is going to be very harsh your + +571 +00:37:51,920 --> 00:37:57,280 +evaluation is going to be very harsh clear the + +572 +00:37:57,280 --> 00:38:06,000 +font times in your roman 12 size 12 for the + +573 +00:38:06,000 --> 00:38:08,480 +headings and the subheadings please make them bold + +574 +00:38:08,480 --> 00:38:12,400 +and for the ordinary text make it ordinary without + +575 +00:38:12,400 --> 00:38:17,360 +bolding Any question, any comments? Any question? + +576 +00:38:18,540 --> 00:38:25,260 +Any comments? Go on. Okay, listen, 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 put you in a group last time. Okay, who + +579 +00:38:35,600 --> 00:38:37,360 +is going to take her membership? + +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, I am thanking you + +582 +00:38:50,700 --> 00:38:53,520 +too much for accepting her membership in your + +583 +00:38:53,520 --> 00:38:58,300 +group. With Sajid, okay? Okay? Any questions, any + +584 +00:38:58,300 --> 00:39:00,680 +comments? See you next time, thank you. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/TDtyvwHGm9s.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/TDtyvwHGm9s.srt new file mode 100644 index 0000000000000000000000000000000000000000..f08523d2f1c77c3f21b43c5d52436b3ff21989db --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/TDtyvwHGm9s.srt @@ -0,0 +1,1739 @@ +1 +00:00:20,840 --> 00:00:23,620 +Okay, listen. Today, Inshallah, we are going to + +2 +00:00:23,620 --> 00:00:27,100 +finalize chapter number six. 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. 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 the 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 the UK, US, Canada, and India. + +32 +00:02:23,290 --> 00:02:28,610 +There are some aspects of telemarketing. There are + +33 +00:02:28,610 --> 00:02:31,230 +some activities included in 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 +It refers to the use of a 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 a far distance. + +38 +00:02:46,620 --> 00:02:49,860 +Because of this, 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 tools of + +47 +00:03:24,800 --> 00:03:27,120 +telecommunication. As in a set + +48 +00:03:27,120 --> 00:03:31,420 +like fax, telephone, cell phone, etc. 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 +for the prospective customer 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 is promotion support; + +70 +00:04:58,250 --> 00:05:02,410 +developing newspaper and 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 involves 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 advantages of telemarketing are + +80 +00:05:41,610 --> 00:05:45,570 +low cost per sales call, profitability, serving small + +81 +00:05:45,570 --> 00:05:49,150 +or medium-sized customers, speed, or time saving due to + +82 +00:05:49,150 --> 00:05:53,550 +tele-ordering. So it increases revenue, reduces + +83 +00:05:53,550 --> 00:05:57,630 +selling costs, and it is more effective, 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 is the cost versus good + +90 +00:06:20,470 --> 00:06:23,690 +cheap? Because telephone… Even though we are + +91 +00:06:23,690 --> 00:06:28,310 +going to use telephone conversations 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 are + +94 +00:06:35,650 --> 00:06:40,270 +components, salaries, transportation; these are + +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, 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 +strategic 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 that is receiving services from the + +109 +00:07:33,290 --> 00:07:36,890 +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 conversation, 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 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 +high-volume users. We are consuming too much of this + +117 +00:08:02,550 --> 00:08:05,650 +service in comparison with 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 individuals 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 as strategic + +128 +00:08:48,220 --> 00:08:51,900 +accounts. Who are treated as strategic + +129 +00:08:51,900 --> 00:08:54,660 +accounts? They are the accounts that are consuming + +130 +00:08:54,660 --> 00:08:59,140 +and using extensively. Their usage 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, a 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 sales agency 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 telemarketers, 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 there may be a lack of acceptance by + +139 +00:09:31,920 --> 00:09:37,940 +customers, or management may + +140 +00:09:37,940 --> 00:09:43,420 +not be able to 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 +Alaa 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 manager of a sales agency, you 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 will encounter a 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 whoever, as a + +149 +00:10:09,080 --> 00:10:15,030 +telemarketer. Or as a telemarketer. Or I am. I am + +150 +00:10:15,030 --> 00:10:18,350 +not sure that all the telemarketers are going to + +151 +00:10:18,350 --> 00:10:22,590 +begin their work from 8 a.m. till 3 p.m. or 4 p.m., for example. + +152 +00:10:23,850 --> 00:10:26,070 +As a manager, as management, as a supervisor, + +153 +00:10:27,110 --> 00:10:30,670 +how am I going to be sure that the three telemarketers + +154 +00:10:30,670 --> 00:10:33,950 +are doing their jobs and are really + +155 +00:10:33,950 --> 00:10:37,330 +phoning customers, rather than communicating with 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 if 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 Iman and Hanin and Amna 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. So is this a + +164 +00:11:06,700 --> 00:11:09,380 +challenge? Yes. Because of this, many + +165 +00:11:09,380 --> 00:11:12,080 +American and advanced organizations are + +166 +00:11:12,080 --> 00:11:15,720 +doing this: 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 +that is allocated to each 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 workday until the final + +171 +00:11:30,380 --> 00:11:34,860 +minute of the workday. Why? To be sure that + +172 +00:11:34,860 --> 00:11:38,160 +everything is tracked, and every minute is used + +173 +00:11:38,160 --> 00:11:43,360 +in phoning customers. Okay, but this is, of course, + +174 +00:11:43,500 --> 00:11:45,680 +this will 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 other challenge is the role of + +177 +00:11:52,380 --> 00:11:55,340 +the internet. It requires every company to + +178 +00:11:55,340 --> 00:11:58,840 +have internet access, a 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 who use it or access + +181 +00:12:08,020 --> 00:12:14,600 +it. So the internet may not be safe for the + +182 +00:12:14,600 --> 00:12:21,440 +telemarketer to make their sales pitches or 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 hang up the + +188 +00:12:57,820 --> 00:13:01,840 +telephone, we will have a final answer on whether + +189 +00:13:01,840 --> 00:13:04,040 +they are interested in buying or not. + +190 +00:13:04,940 --> 00:13:08,260 +Therefore, it's easy to create and calculate accurate + +191 +00:13:08,260 --> 00:13:12,740 +statistics about the number of prospects who + +192 +00:13:12,740 --> 00:13:15,640 +are going to 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 that 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 as Johnson said, + +198 +00:13:31,950 --> 00:13:35,010 +you must subscribe to internet services + +199 +00:13:35,010 --> 00:13:40,010 +regularly + +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 salesperson 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 +of 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 a 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 a 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 a 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 possession of + +253 +00:17:06,280 --> 00:17:10,600 +the products they sell and they are always compensated + +254 +00:17:10,600 --> 00:17:16,960 +by commission rather than salaries. 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 from 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 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 it 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 result, 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 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 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 as a 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 the 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 +from 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 and 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 an + +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 detailed + +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 them. 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 +later 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 agents because of the + +346 +00:22:56,750 --> 00:22:59,110 +complexity of the product and that it + +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 dealing 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 your goods and products isn’t + +367 +00:24:10,580 --> 00:24:14,110 +complicated, which doesn’t require 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 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 +are 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 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 give them to agents. + +381 +00:25:08,770 --> 00:25:11,510 +Condition number six: there is good potential for the + +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 huge expertise, + +384 +00:25:20,870 --> 00:25:24,310 +then why shouldn’t we 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 +an 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? 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 an eighth condition, or seventh 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 +giving them over to the agents who + +410 +00:27:01,100 --> 00:27:05,340 +give them the work to sell. Also, if you + +411 +00:27:05,340 --> 00:27:08,360 +are talking about a short life cycle of these goods + +412 +00:27:08,360 --> 00:27:12,140 +and products, like food and drink. If they + +413 +00:27:12,140 --> 00:27:15,460 +are having a short life cycle, then they might be + +414 +00:27:15,460 --> 00:27:19,980 +expired very soon. So what should we do? + +415 +00:27:20,540 --> 00:27:23,480 +Once again, through the work of the + +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 effort. + +418 +00:27:30,920 --> 00:27:34,860 +It’s reminding us of the control. + +445 +00:29:11,950 --> 00:29:19,790 +them. A final thing: where can we 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 look 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 numbers, internet + +451 +00:29:36,490 --> 00:29:41,550 +websites, and so on. Second, we can get them + +452 +00:29:41,550 --> 00:29:44,570 +through customer references. Some of the + +453 +00:29:44,570 --> 00:29:47,630 +customers who have already dealt with agents will + +454 +00:29:47,630 --> 00:29:50,010 +provide you with two possible + +455 +00:29:50,010 --> 00:29:52,350 +recommendations. They will say whether they are + +456 +00:29:52,350 --> 00:29:55,930 +good agents or bad ones. If they are + +457 +00:29:55,930 --> 00:29:58,770 +good, we can use this data and communicate + +458 +00:29:58,770 --> 00:30:02,010 +with them. A third source 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 will have + +461 +00:30:08,050 --> 00:30:11,370 +a database of agents because they use them. + +462 +00:30:12,450 --> 00:30:15,930 +So, this manufacturer can provide you with information + +463 +00:30:15,930 --> 00:30:20,590 +about agents. A fourth resource is + +464 +00:30:20,590 --> 00:30:23,750 +references from current agents; or, finally, + +465 +00:30:23,750 --> 00:30:26,090 +trade shows, because at every trade show they are + +466 +00:30:26,090 --> 00:30:29,070 +going to be present. Then we can + +467 +00:30:29,070 --> 00:30:31,150 +meet them face to face, communicate, and + +468 +00:30:31,150 --> 00:30:34,510 +agree on any kind of partnership or sign a + +469 +00:30:34,510 --> 00:30:38,210 +contract with them. Any questions or comments about + +470 +00:30:38,210 --> 00:30:45,360 +this? Is it clear? Okay, try to finish this 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 the Ericsson + +473 +00:30:51,120 --> 00:30:54,920 +company. Review it; this is to be reviewed + +474 +00:30:54,920 --> 00:30:57,640 +alone. And finally, we're saying goodbye + +475 +00:30:57,640 --> 00:31:00,440 +to chapter number six. Next time we are going to + +476 +00:31:00,440 --> 00:31:05,640 +begin with chapter seven, which discusses HR, how + +477 +00:31:05,640 --> 00:31:09,560 +to select and recruit good salespeople. Any + +478 +00:31:09,560 --> 00:31:14,890 +questions or comments about this? One final + +479 +00:31:14,890 --> 00:31:18,190 +thing: December 10th is the deadline to + +480 +00:31:18,190 --> 00:31:22,430 +submit your project(s). December 10th + +481 +00:31:22,430 --> 00:31:26,910 +is the due date to submit your + +482 +00:31:26,910 --> 00:31:29,510 +assigned project. Also, we will listen to + +483 +00:31:29,510 --> 00:31:34,950 +your presentations. With this, we are + +484 +00:31:34,950 --> 00:31:36,350 +finishing this class. Thank you. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/TDtyvwHGm9s_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/TDtyvwHGm9s_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..edb3208551c779134b673776bca7b675ca959dff --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/TDtyvwHGm9s_raw.srt @@ -0,0 +1,1936 @@ +1 +00:00:20,840 --> 00:00:23,620 +Okay listen, today Inshallah we are going to + +2 +00:00:23,620 --> 00:00:27,100 +finalize chapter number six. 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/Z_2MOUVrUj0.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/Z_2MOUVrUj0.srt new file mode 100644 index 0000000000000000000000000000000000000000..22aad5cc40b9f702e84c9fbd43e34b3a7b655f59 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/Z_2MOUVrUj0.srt @@ -0,0 +1,1806 @@ +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 with 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 a job 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 are you going to distinguish between + +9 +00:00:52,470 --> 00:00:55,190 +these two? Do you have any idea about + +10 +00:00:55,190 --> 00:01:01,530 +that? Any idea? Okay, listen. Training, all the time + +11 +00:01:01,530 --> 00:01:06,170 +it comes first, while coaching, on the other hand, + +12 +00:01:06,170 --> 00:01:07,190 +it comes second. + +13 +00:01:11,770 --> 00:01:16,090 +So training is the first step; later on, if this + +14 +00:01:16,090 --> 00:01:19,470 +training requires us to follow up with coaching, + +15 +00:01:19,470 --> 00:01:23,700 +we can do that. But coaching must have + +16 +00:01:23,700 --> 00:01:26,780 +something called a prerequisite, and 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 is going to focus more on + +21 +00:01:41,080 --> 00:01:47,660 +theory. On the other hand, coaching + +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 +exceptional 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 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 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 breadth. So these are the major + +35 +00:02:33,590 --> 00:02:35,970 +differences between the word 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 +persons or salespeople: Instead of criticizing them + +40 +00:02:47,170 --> 00:02:49,750 +all the time repeatedly, tell the salespeople what + +41 +00:02:49,750 --> 00:02:53,030 +you 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 your 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 +reminiscent of 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 members + +54 +00:03:29,930 --> 00:03:33,630 +raising his voice at one of the accounts? He + +55 +00:03:33,630 --> 00:03:36,050 +provided him with instructions and advice, 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 evaluative + +58 +00:03:41,890 --> 00:03:44,290 +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 the 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 reminiscent of what we are doing + +63 +00:03:58,930 --> 00:04:01,850 +sometimes in class. 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 distracted, + +66 +00:04:05,950 --> 00:04:08,730 +we are going to ask 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 to, say, a staff member. Other groups of + +71 +00:04:19,540 --> 00:04:22,460 +suggestions: Make the most of the resources that are + +72 +00:04:22,460 --> 00:04:24,240 +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 beforehand. An agreement between you and the + +79 +00:04:40,900 --> 00:04:42,780 +salesperson should be reached 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 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 +sector employee. I used to teach at a college called + +95 +00:05:36,390 --> 00:05:39,870 +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 did they used to conduct the + +99 +00:05:49,270 --> 00:05:52,650 +performance appraisals? Of course, every single + +100 +00:05:52,650 --> 00:05:55,830 +year, the supervisor had 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 +work performance was satisfactory, + +103 +00:06:01,230 --> 00:06:06,610 +unsatisfactory, outstanding, or a 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 out + +108 +00:06:18,260 --> 00:06:21,820 +on behalf of the employees. And later on, he was + +109 +00:06:21,820 --> 00:06:24,580 +going to transfer these reports to the General Personnel + +110 +00:06:24,580 --> 00:06:30,640 +Council. Even we didn't have the right to look at 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 performance of 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 +are performance evaluations conducted? They are + +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 are they 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 with a copy. 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 the + +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 an interview. For this interview, they are + +132 +00:07:43,890 --> 00:07:47,350 +going to have a discussion. A 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 +on which they do not agree. 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 a 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 evidence 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 appraisals. 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 evidence, and it is not based on + +152 +00:09:03,840 --> 00:09:10,940 +force 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 questions 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 survey was distributed to some American + +158 +00:09:30,720 --> 00:09:33,980 +salespersons. Some of these sales + +159 +00:09:33,980 --> 00:09:36,880 +persons were men and women, and some of them + +160 +00:09:36,960 --> 00:09:38,960 +were working on a commission basis and others on a + +161 +00:09:38,960 --> 00:09:41,300 +non-commission basis. Because of this, we called them + +162 +00:09:41,300 --> 00:09:45,640 +the overall group. Another group of people who filled + +163 +00:09:45,640 --> 00:09:47,620 +out the survey or questionnaire were both + +164 +00:09:47,700 --> 00:09:51,480 +women. A final group were all working on a commission + +165 +00:09:51,480 --> 00:09:53,240 +basis contract. This questionnaire was distributed to + +166 +00:09:57,570 --> 00:10:01,010 +them to ask them one question: How do + +167 +00:10:01,010 --> 00:10:03,590 +sales managers rank the causes of + +168 +00:10:03,590 --> 00:10:06,530 +plateaus among salespeople? What's the meaning of + +169 +00:10:06,530 --> 00:10:06,890 +plateau? + +170 +00:10:10,410 --> 00:10:13,630 +Deterioration of work, deterioration of + +171 +00:10:13,630 --> 00:10:14,230 +performance. + +172 +00:10:17,090 --> 00:10:22,820 +Listen here. They said we are going to rank 10 + +173 +00:10:22,820 --> 00:10:26,720 +reasons, 10 causes, beginning with unclear career + +174 +00:10:26,720 --> 00:10:32,200 +path. Second, not managed adequately. Third, + +175 +00:10:32,540 --> 00:10:35,400 +bored. Fourth, burned out. + +176 +00:10:47,700 --> 00:10:50,640 +When the employee becomes tired of his work and + +177 +00:10:50,640 --> 00:10:53,820 +does not try to perform his tasks and is almost at zero. + +178 +00:10:53,820 --> 00:10:58,840 +Good, good. So burning out, احترق وظيفيا means the + +179 +00:10:58,840 --> 00:11:01,520 +employee is going to do his or her best at + +180 +00:11:01,520 --> 00:11:04,000 +work, but at the same time they will feel that + +181 +00:11:04,000 --> 00:11:07,800 +their achievement is almost zero. Is there a + +182 +00:11:07,800 --> 00:11:10,280 +contradiction between what they are feeling, what they + +183 +00:11:10,280 --> 00:11:12,700 +are exerting and doing, and what they are getting + +184 +00:11:12,700 --> 00:11:16,560 +in return? Yes. If you are going to fall into the trap + +185 +00:11:16,560 --> 00:11:21,200 +of such a phenomenon, then you are burned out. Any + +186 +00:11:21,200 --> 00:11:23,660 +questions or comments about this? Clear? Clear? + +187 +00:11:24,380 --> 00:11:27,660 +Okay, burned out. Second, economic needs unmet. + +188 +00:11:28,340 --> 00:11:31,800 +They need salaries, bonuses, and so on. Sixth + +189 +00:11:31,800 --> 00:11:34,680 +reason: discouraged with the company, overlooked + +190 +00:11:34,680 --> 00:11:38,240 +for promotion, lack of ability, avoidance of risk of + +191 +00:11:38,240 --> 00:11:40,460 +management jobs, and finally, reluctance to be + +192 +00:11:40,460 --> 00:11:45,380 +transferred from one job to another. So these + +193 +00:11:45,380 --> 00:11:48,300 +are the major ten reasons which the manager + +194 +00:11:48,300 --> 00:11:52,160 +believes are the reasons for plateaus + +195 +00:11:52,160 --> 00:11:56,520 +among salespeople. Listen now. The responses were varied. In other words, + +196 +00:11:56,520 --> 00:12:01,680 +the entire group of staff members, whether they were + +197 +00:12:02,720 --> 00:12:05,540 +male or female, or whether they were working + +198 +00:12:05,540 --> 00:12:07,760 +on a commission or non-commission basis, + +199 +00:12:07,760 --> 00:12:09,720 +all of them said that cause number one, which is + +200 +00:12:09,980 --> 00:1 + +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 relationships 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 salespersons, they will + +229 +00:13:54,650 --> 00:13:56,810 +do their 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 burnt out. They are + +235 +00:14:14,010 --> 00:14:16,230 +doing their 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 salespersons. 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 +performing 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 spreading 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. 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 Hotshot as 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 an 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. She forced + +293 +00:18:00,500 --> 00:18:01,940 +me. I got 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 to the employee whom you + +301 +00:18:35,670 --> 00:18:40,270 +believe 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 are you going to fill + +308 +00:19:04,680 --> 00:19:07,480 +Hotshot's position 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 to Hotshot the criteria that you must + +321 +00:19:55,670 --> 00:20:00,610 +choose the salesperson according to. After + +322 +00:20:00,610 --> 00:20:03,150 +that, make an interview and discussion. Get the + +323 +00:20:03,150 --> 00:20:10,110 +similar points and different ones. And as you said + +324 +00:20:10,230 --> 00:20:14,890 +before, minutes ago. 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. It 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 +Hotshot, to abbreviate, 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 are we + +339 +00:21:35,030 --> 00:21:37,090 +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? With... 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 her 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 for. Convincing her to keep continuing 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 +is somebody going to say that? 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 do 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? She's a very valuable 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 work secrets. + +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 until 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 for 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 bonuses, 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, a similar vacancy, she can + +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 for 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 her 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 the 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 a big number of 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 members. 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 + +445 +00:29:02,640 --> 00:29:06,920 +suffer because of this. Let's finalize this. + +446 +00:29:06,920 --> 00:29:10,340 +episode or this decision as soon as possible. + +447 +00:29:10,340 --> 00:29:13,960 +Therefore, our decision should be made 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 this issue thoroughly. 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 rise to more rumors. + +454 +00:29:38,540 --> 00:29:42,120 +More rumors will 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 out this issue in the shortest time because + +458 +00:29:53,760 --> 00:29:57,180 +of this, we are saying the decision session should be + +459 +00:29:57,180 --> 00:30:00,760 +brief. The decision 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 +At the beginning of 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 +allow the employee to exchange ideas and points + +464 +00:30:19,520 --> 00:30:23,660 +of view. So when the week finishes, 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 will interrupt this scenario. The + +469 +00:30:35,430 --> 00:30:37,230 +interruption of this scenario will + +470 +00:30:37,230 --> 00:30:40,230 +contribute negatively to the status of stability + +471 +00:30:40,230 --> 00:30:43,930 +within our firm, and this will also be a + +472 +00:30:43,930 --> 00:30:48,550 +fertile ground for spreading rumors. Also, this + +473 +00:30:48,550 --> 00:30:51,630 +will cause problems that 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 the female workforce in the sales industry. If you + +479 +00:31:11,930 --> 00:31:13,610 +look at the figures, you will find that education is occupying number one + +480 +00:31:13,610 --> 00:31:16,970 +regarding female salespersons. And later on, we + +481 +00:31:16,970 --> 00:31:21,490 +are talking about health, with about 45%. These are + +482 +00:31:21,490 --> 00:31:26,570 +the highest statistics reflecting the + +483 +00:31:26,570 --> 00:31:29,190 +participation of American female salespersons. The + +484 +00:31:29,190 --> 00:31:34,190 +lowest participation rate for female salespersons is in + +485 +00:31:34,190 --> 00:31:37,650 +chemicals, with about only 9%. Somebody might + +486 +00:31:37,650 --> 00:31:43,430 +say let's compare these statistics with + +487 +00:31:43,430 --> 00:31:45,890 +statistics on the Palestinian female workforce. + +488 +00:31:45,890 --> 00:31:49,690 +They are similar. + +489 +00:31:51,150 --> 00:31:53,890 +Excellent, Sarah. They are + +490 +00:31:53,890 --> 00:31:56,870 +the same. If you look at the Palestinian + +491 +00:31:56,870 --> 00:32:00,250 +women's participation in education, it is about 50% + +492 +00:32:00,250 --> 00:32:03,870 +and even more than 50%. 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 Insha'Allah next time, on Monday and on + +497 +00:32:19,400 --> 00:32:22,460 +Wednesday, you should prepare yourselves, along with + +498 +00:32:22,460 --> 00:32:25,520 +your group members, to give us your presentation. + +499 +00:32:25,520 --> 00:32:30,320 +Any questions? Any + +500 +00:32:30,320 --> 00:32:34,740 +comments about anything? Any questions? Thank you + +501 +00:32:34,740 --> 00:32:35,100 +very much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/Z_2MOUVrUj0_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/Z_2MOUVrUj0_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..6565c5eb8f97a1cd144b8ac2772589ebb5d2ddd4 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/Z_2MOUVrUj0_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4893, "start": 21.21, "end": 48.93, "text": " Now listen, today we'll go on with chapter number 9 and let's begin today's class by two words What are the differences between coaching and training? 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Yes. There are some exceptions. In other words, sometimes we are going to find a training which is focusing mainly on practice. But generally, we are talking about the general rule. The major focus of the training is on theory, while coaching is focusing on practice. 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Because of this what did we say? It is linked with? With the breath.", "tokens": [8270, 340, 798, 3389, 13, 1436, 295, 341, 437, 630, 321, 584, 30, 467, 307, 9408, 365, 30, 2022, 264, 6045, 13], "avg_logprob": -0.2674932168877643, "compression_ratio": 1.0337078651685394, "no_speech_prob": 0.0, "words": [{"start": 142.06, "end": 142.5, "word": " Improving", "probability": 0.8865559895833334}, {"start": 142.5, "end": 142.94, "word": " performance.", "probability": 0.87646484375}, {"start": 146.4, "end": 146.84, "word": " Because", "probability": 0.87744140625}, {"start": 146.84, "end": 147.02, "word": " of", "probability": 0.97021484375}, {"start": 147.02, "end": 147.18, "word": " this", "probability": 0.9462890625}, {"start": 147.18, "end": 147.36, "word": " what", "probability": 0.476806640625}, {"start": 147.36, "end": 147.46, "word": " did", "probability": 0.86279296875}, {"start": 147.46, "end": 147.56, "word": " we", "probability": 0.94921875}, {"start": 147.56, "end": 147.8, "word": " say?", "probability": 0.947265625}, {"start": 147.9, "end": 148.0, "word": " It", "probability": 0.86962890625}, {"start": 148.0, "end": 148.12, "word": " is", "probability": 0.8349609375}, {"start": 148.12, "end": 148.32, "word": " linked", "probability": 0.92138671875}, {"start": 148.32, "end": 148.7, "word": " with?", "probability": 0.88818359375}, {"start": 149.52, "end": 149.96, "word": " With", "probability": 0.58447265625}, {"start": 149.96, "end": 150.08, "word": " the", "probability": 0.59765625}, {"start": 150.08, "end": 150.32, "word": " breath.", "probability": 0.568359375}], "temperature": 1.0}, {"id": 6, "seek": 17783, "start": 152.03, "end": 177.83, "text": " So these are the major differences between the word which is called training and the second word which is called coaching. Any questions or comments? Now let's go on. So additional suggestions for coaching sales person or sales people instead of criticizing them all the time repeatedly tell the sales people what you will like about their performance. 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Of course, every single year, the supervisor has the absolute right to evaluate your performance and to see if your working performance is satisfactory, unsatisfactory, outstanding, or failure. 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And later on, he is going to transfer these reports to General Personnel Council. Even we didn't have the right to look or to review what was written about you in your performance appraisal report. Is this a healthy way to evaluate the performances of the staff members? 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Now, how the performance evaluation is conducted? It is going to be conducted according to the most up-to-date criteria. These criteria are followed by the Americans. How they are going to evaluate the performance? Look at this. We are going to provide the supervisor here. Where is Dan Lewin?", "tokens": [2720, 1164, 406, 13, 823, 11, 577, 264, 3389, 13344, 307, 13809, 30, 467, 307, 516, 281, 312, 13809, 4650, 281, 264, 881, 493, 12, 1353, 12, 17393, 11101, 13, 1981, 11101, 366, 6263, 538, 264, 6280, 13, 1012, 436, 366, 516, 281, 13059, 264, 3389, 30, 2053, 412, 341, 13, 492, 366, 516, 281, 2893, 264, 24610, 510, 13, 2305, 307, 3394, 14542, 259, 30], "avg_logprob": -0.24277051838476266, "compression_ratio": 1.609375, "no_speech_prob": 0.0, "words": [{"start": 402.28, "end": 402.44, "word": " Of", "probability": 0.70849609375}, {"start": 402.44, "end": 402.8, "word": " course", "probability": 0.94140625}, {"start": 402.8, "end": 403.42, "word": " not.", "probability": 0.67138671875}, {"start": 404.38, "end": 404.86, "word": " Now,", "probability": 0.8427734375}, {"start": 405.32, "end": 405.54, "word": " how", "probability": 0.87939453125}, {"start": 405.54, "end": 405.72, "word": " the", "probability": 0.6767578125}, {"start": 405.72, "end": 406.14, 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What's meaning of plateau? Deterioration of work, deterioration of performance. 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Second, not managed adequately. Third, bored. Fourth, banned out.", "tokens": [814, 848, 11, 321, 366, 516, 281, 6181, 1266, 4112, 11, 1266, 7700, 11, 2863, 490, 8179, 3988, 3100, 13, 5736, 11, 406, 6453, 41822, 13, 12548, 11, 13521, 13, 23773, 11, 19564, 484, 13], "avg_logprob": -0.2947048553162151, "compression_ratio": 1.2661290322580645, "no_speech_prob": 0.0, "words": [{"start": 620.26, "end": 620.62, "word": " They", "probability": 0.5869140625}, {"start": 620.62, "end": 621.04, "word": " said,", "probability": 0.92333984375}, {"start": 621.34, "end": 621.44, "word": " we", "probability": 0.466552734375}, {"start": 621.44, "end": 621.6, "word": " are", "probability": 0.85205078125}, {"start": 621.6, "end": 621.86, "word": " going", "probability": 0.947265625}, {"start": 621.86, "end": 622.12, "word": " to", "probability": 0.96240234375}, {"start": 622.12, "end": 622.44, "word": " rank", "probability": 0.931640625}, {"start": 622.44, "end": 622.82, "word": " 10", "probability": 0.6845703125}, {"start": 622.82, "end": 623.36, "word": " reasons,", "probability": 0.8427734375}, {"start": 623.6, "end": 623.76, "word": " 10", "probability": 0.92236328125}, {"start": 623.76, "end": 624.28, "word": " causes,", "probability": 0.86181640625}, {"start": 624.48, "end": 624.78, "word": " beginning", "probability": 0.9052734375}, {"start": 624.78, "end": 625.22, "word": " from", "probability": 0.8671875}, {"start": 625.22, "end": 626.14, "word": " nuclear", "probability": 0.57861328125}, {"start": 626.14, "end": 626.72, "word": " career", "probability": 0.935546875}, {"start": 626.72, "end": 627.14, "word": " path.", "probability": 0.93896484375}, {"start": 628.46, "end": 629.04, "word": " Second,", "probability": 0.72509765625}, {"start": 629.62, "end": 629.96, "word": " not", "probability": 0.89404296875}, {"start": 629.96, "end": 630.28, "word": " managed", "probability": 0.87939453125}, {"start": 630.28, "end": 630.78, "word": " adequately.", "probability": 0.93994140625}, {"start": 631.76, "end": 632.2, "word": " Third,", "probability": 0.8876953125}, {"start": 632.54, "end": 632.84, "word": " bored.", "probability": 0.83740234375}, {"start": 634.02, "end": 634.44, "word": " Fourth,", "probability": 0.880859375}, {"start": 634.74, "end": 634.94, "word": " banned", "probability": 0.6533203125}, {"start": 634.94, "end": 635.4, "word": " out.", "probability": 0.88623046875}], "temperature": 1.0}, {"id": 24, "seek": 67358, "start": 647.7, "end": 673.58, "text": " When the employee becomes tired of his work and does not try to perform his task and almost zero. Good, good. So burning out, احترق وظيف means the employee is going to do his or her own best in work, but at the same time they will feel that their achievement is almost zero. Is there a contradiction between what they are feeling they are exerting and doing and what they are getting in back? 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Any question or comments about this? Clear? Clear? Okay, banned out. Second, Economy needs to be met. 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So these are the major ten reasons which the manager believes that they are the reasons for plateau among salesperson or among sales people. Listen now. 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They are doing their own best, but they cannot satisfy everybody. Is this applicable here? Yes, it is applicable. What about the strongest reason or cause? The strongest or the weakest cause, sorry, they ranked number 10 by saying avoid risk of management job. 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Let's look at the answers of the sales staff members who are working according to the commission-based contracts. They said cause number one is going to be not managed adequately. In other words, managers are failing in managing and organizing our work. This is the major cause for the plateau or deteriorated sales performance. 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In this case study, we named her metaphorically, hotshot. Hotshot, she is a very excellent, top-performed salesperson. 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Why? Because she is excellent. And she began spelling rumors among the colleagues and the employees that this vacancy is going to be filled by her and all her. 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You as a sales manager, tell me how you are going to act or overcome this situation. Remember the win-win situation which we talked about last class. 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So in this case, we are going to take a decision which isn't fair and which isn't satisfying even yourself. So do you think this is a logical solution or a logical decision? We do not think so. 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After that, make interview and discussion. Get the similar points and different one. And as you say, before minutes. After that, make agreements. 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Her performance might be deteriorated for various reasons, family reasons, health reasons, any other relevant reasons. Is there a guarantee that there isn't going to be an internal competitor who is going to compete with her for this new vacancy? We do not have. So fear is still existent. What about the pros of our decision? 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Exactly, we are able to keep her because she is an excellent salesperson. Second, she is excellent and valuable to work. Number three, we cut the chance.", "tokens": [400, 437, 307, 264, 3620, 295, 4305, 720, 30, 7587, 11, 321, 366, 1075, 281, 1066, 720, 570, 750, 307, 364, 7103, 5763, 10813, 13, 5736, 11, 750, 307, 7103, 293, 8263, 281, 589, 13, 5118, 1045, 11, 321, 1723, 264, 2931, 13], "avg_logprob": -0.20312499492005867, "compression_ratio": 1.3840579710144927, "no_speech_prob": 0.0, "words": [{"start": 1496.25, "end": 1496.57, "word": " And", "probability": 0.56494140625}, {"start": 1496.57, "end": 1496.89, "word": " what", "probability": 0.9169921875}, {"start": 1496.89, "end": 1497.43, "word": " is", "probability": 0.9130859375}, {"start": 1497.43, "end": 1497.61, "word": " the", "probability": 0.91845703125}, {"start": 1497.61, "end": 1497.87, "word": " meaning", "probability": 0.8798828125}, {"start": 1497.87, "end": 1498.11, "word": " of", "probability": 0.9658203125}, {"start": 1498.11, "end": 1498.47, "word": " kept", "probability": 0.380859375}, {"start": 1498.47, "end": 1498.77, "word": " her?", "probability": 0.36669921875}, {"start": 1499.99, "end": 1500.63, "word": " Exactly,", "probability": 0.39599609375}, {"start": 1501.35, "end": 1502.05, "word": " we", "probability": 0.87841796875}, {"start": 1502.05, "end": 1502.33, "word": " are", "probability": 0.9189453125}, {"start": 1502.33, "end": 1502.75, "word": " able", "probability": 0.95361328125}, {"start": 1502.75, "end": 1502.97, "word": " to", "probability": 0.97412109375}, {"start": 1502.97, "end": 1503.19, "word": " keep", "probability": 0.9111328125}, {"start": 1503.19, "end": 1503.39, "word": " her", "probability": 0.95166015625}, {"start": 1503.39, "end": 1503.65, "word": " because", "probability": 0.88134765625}, {"start": 1503.65, "end": 1503.85, "word": " she", "probability": 0.9267578125}, {"start": 1503.85, "end": 1504.01, "word": " is", "probability": 0.8232421875}, {"start": 1504.01, "end": 1504.17, "word": " an", "probability": 0.93701171875}, {"start": 1504.17, "end": 1504.49, "word": " excellent", "probability": 0.8681640625}, {"start": 1504.49, "end": 1505.51, "word": " salesperson.", "probability": 0.888427734375}, {"start": 1506.61, "end": 1506.93, "word": " Second,", "probability": 0.78515625}, {"start": 1509.71, "end": 1509.97, "word": " she", "probability": 0.849609375}, {"start": 1509.97, "end": 1510.53, "word": " is", "probability": 0.9560546875}, {"start": 1510.53, "end": 1511.77, "word": " excellent", "probability": 0.86865234375}, {"start": 1511.77, "end": 1514.71, "word": " and", "probability": 0.92236328125}, {"start": 1514.71, "end": 1516.19, "word": " valuable", "probability": 0.88916015625}, {"start": 1516.19, "end": 1518.05, "word": " to", "probability": 0.96240234375}, {"start": 1518.05, "end": 1518.35, "word": " work.", "probability": 0.8486328125}, {"start": 1519.67, "end": 1520.11, "word": " Number", "probability": 0.79541015625}, {"start": 1520.11, "end": 1520.43, "word": " three,", "probability": 0.83642578125}, {"start": 1521.49, "end": 1521.87, "word": " we", "probability": 0.89501953125}, {"start": 1521.87, "end": 1522.45, "word": " cut", "probability": 0.86669921875}, {"start": 1522.45, "end": 1522.59, "word": " the", "probability": 0.7880859375}, {"start": 1522.59, "end": 1523.07, "word": " chance.", "probability": 0.96435546875}], "temperature": 1.0}, {"id": 56, "seek": 155137, "start": 1527.05, "end": 1551.37, "text": " of blackmailing. Excellent. Fourth, also we avoided the chance of leaking out our secrets of sales and so on.", "tokens": [295, 2211, 11799, 278, 13, 16723, 13, 23773, 11, 611, 321, 24890, 264, 2931, 295, 32856, 484, 527, 14093, 295, 5763, 293, 370, 322, 13], "avg_logprob": -0.25570914149284363, "compression_ratio": 1.1702127659574468, "no_speech_prob": 0.0, "words": [{"start": 1527.05, "end": 1528.01, "word": " of", "probability": 0.359619140625}, {"start": 1528.01, "end": 1528.97, "word": " blackmailing.", "probability": 0.9715169270833334}, {"start": 1529.03, "end": 1529.39, "word": " Excellent.", "probability": 0.869140625}, {"start": 1530.61, "end": 1531.23, "word": " Fourth,", "probability": 0.1976318359375}, {"start": 1534.99, "end": 1535.41, "word": " also", "probability": 0.76611328125}, {"start": 1535.41, "end": 1535.61, "word": " we", "probability": 0.84423828125}, {"start": 1535.61, "end": 1536.05, "word": " avoided", "probability": 0.89013671875}, {"start": 1536.05, "end": 1536.27, "word": " the", "probability": 0.79443359375}, {"start": 1536.27, "end": 1536.75, "word": " chance", "probability": 0.97314453125}, {"start": 1536.75, "end": 1542.03, "word": " of", "probability": 0.93115234375}, {"start": 1542.03, "end": 1543.13, "word": " leaking", "probability": 0.91845703125}, {"start": 1543.13, "end": 1543.67, "word": " out", "probability": 0.84765625}, {"start": 1543.67, "end": 1545.55, "word": " our", "probability": 0.861328125}, {"start": 1545.55, "end": 1548.85, "word": " secrets", "probability": 0.8505859375}, {"start": 1548.85, "end": 1550.51, "word": " of", "probability": 0.80517578125}, {"start": 1550.51, "end": 1550.83, "word": " sales", "probability": 0.9658203125}, {"start": 1550.83, "end": 1551.01, "word": " and", "probability": 0.89111328125}, {"start": 1551.01, "end": 1551.19, "word": " so", "probability": 0.95703125}, {"start": 1551.19, "end": 1551.37, "word": " on.", "probability": 0.95068359375}], "temperature": 1.0}, {"id": 57, "seek": 158101, "start": 1552.79, "end": 1581.01, "text": " So by this way, we are saying or we are talking about big number advantages or big pros in contrast with limited cons. Remember, any management decision or managerial decision is going to have its own advantages or disadvantages. It is going to have its own pros and cons. It's very difficult to satisfy every single person within the organization.", "tokens": [407, 538, 341, 636, 11, 321, 366, 1566, 420, 321, 366, 1417, 466, 955, 1230, 14906, 420, 955, 6267, 294, 8712, 365, 5567, 1014, 13, 5459, 11, 604, 4592, 3537, 420, 6598, 831, 3537, 307, 516, 281, 362, 1080, 1065, 14906, 420, 37431, 13, 467, 307, 516, 281, 362, 1080, 1065, 6267, 293, 1014, 13, 467, 311, 588, 2252, 281, 19319, 633, 2167, 954, 1951, 264, 4475, 13], "avg_logprob": -0.19327445911324542, "compression_ratio": 1.736318407960199, "no_speech_prob": 0.0, "words": [{"start": 1552.79, "end": 1553.09, "word": " So", "probability": 0.68505859375}, {"start": 1553.09, "end": 1553.27, "word": " by", "probability": 0.677734375}, {"start": 1553.27, "end": 1553.49, "word": " this", "probability": 0.94482421875}, {"start": 1553.49, "end": 1553.63, "word": " way,", "probability": 0.90771484375}, {"start": 1553.71, "end": 1553.75, "word": " we", "probability": 0.93359375}, {"start": 1553.75, "end": 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This is the fact. But if you are going to give her that chance, it means that you are unfair and dishonest even in the eyes of the other staff member. At the same time, the others might misinterpret my decision by saying that she succeeded in blackmailing the manager or our manager. This is dangerous.", "tokens": [639, 307, 264, 1186, 13, 639, 307, 264, 1186, 13, 583, 498, 291, 366, 516, 281, 976, 720, 300, 2931, 11, 309, 1355, 300, 291, 366, 17019, 293, 37127, 377, 754, 294, 264, 2575, 295, 264, 661, 3525, 4006, 13, 1711, 264, 912, 565, 11, 264, 2357, 1062, 3346, 41935, 452, 3537, 538, 1566, 300, 750, 20263, 294, 2211, 11799, 278, 264, 6598, 420, 527, 6598, 13, 639, 307, 5795, 13], "avg_logprob": -0.20334200705919, "compression_ratio": 1.671875, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1582.01, "end": 1582.27, "word": " This", "probability": 0.666015625}, {"start": 1582.27, "end": 1582.37, "word": " is", "probability": 0.95166015625}, {"start": 1582.37, "end": 1582.51, "word": " the", "probability": 0.81884765625}, {"start": 1582.51, "end": 1582.73, "word": " fact.", "probability": 0.91650390625}, {"start": 1584.53, "end": 1584.87, "word": " This", "probability": 0.62353515625}, {"start": 1584.87, "end": 1585.05, "word": " is", "probability": 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Of this scenario and this scenario and this scenario. These are the decision options. Finally, we are talking about the pros and cons. Now, these are the pros and cons. Let's talk now about termination. Listen, if you are going to be a manager and you are about to take a decision to fire somebody, what are the rules and the steps which you should consider in terminating the contract of this salesperson?", "tokens": [1033, 11, 341, 307, 264, 3620, 295, 437, 30, 2720, 341, 9005, 293, 341, 9005, 293, 341, 9005, 13, 1981, 366, 264, 3537, 3956, 13, 6288, 11, 321, 366, 1417, 466, 264, 6267, 293, 1014, 13, 823, 11, 613, 366, 264, 6267, 293, 1014, 13, 961, 311, 751, 586, 466, 1433, 2486, 13, 7501, 11, 498, 291, 366, 516, 281, 312, 257, 6598, 293, 291, 366, 466, 281, 747, 257, 3537, 281, 2610, 2618, 11, 437, 366, 264, 4474, 293, 264, 4439, 597, 291, 820, 1949, 294, 1433, 8205, 264, 4364, 295, 341, 5763, 10813, 30], "avg_logprob": -0.20489690721649484, "compression_ratio": 1.8728813559322033, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1606.71, "end": 1607.15, "word": " Okay,", "probability": 0.2196044921875}, {"start": 1607.65, "end": 1607.89, "word": " this", "probability": 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Excellent Haneen. So number one, we are going to focus on what? Reason. So all the time we should highlight the reason. Second rule, be brief. Don't be involved in the details. Number three, tell the decision of termination at the beginning of the week rather than at the end of the week. Why?", "tokens": [708, 366, 264, 4474, 30, 16723, 389, 1929, 268, 13, 407, 1230, 472, 11, 321, 366, 516, 281, 1879, 322, 437, 30, 39693, 13, 407, 439, 264, 565, 321, 820, 5078, 264, 1778, 13, 5736, 4978, 11, 312, 5353, 13, 1468, 380, 312, 3288, 294, 264, 4365, 13, 5118, 1045, 11, 980, 264, 3537, 295, 1433, 2486, 412, 264, 2863, 295, 264, 1243, 2831, 813, 412, 264, 917, 295, 264, 1243, 13, 1545, 30], "avg_logprob": -0.1716666599114736, "compression_ratio": 1.57, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1637.35, "end": 1637.61, "word": " What", "probability": 0.625}, {"start": 1637.61, "end": 1637.77, "word": " are", "probability": 0.935546875}, {"start": 1637.77, "end": 1637.95, "word": " the", "probability": 0.92138671875}, {"start": 1637.95, "end": 1638.21, "word": " rules?", "probability": 0.80810546875}, {"start": 1640.45, "end": 1640.79, "word": " Excellent", "probability": 0.5634765625}, {"start": 1640.79, "end": 1641.23, "word": " Haneen.", "probability": 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Not exactly. Because if this employee feels he or she got unfair decision or he would like to pursue or defend himself or herself, she has that chance to continue defending herself without any time or space of interruption.", "tokens": [583, 983, 412, 264, 2863, 295, 264, 1243, 11, 406, 412, 264, 917, 295, 264, 1243, 30, 1726, 2293, 13, 1436, 498, 341, 10738, 3417, 415, 420, 750, 658, 17019, 3537, 420, 415, 576, 411, 281, 12392, 420, 8602, 3647, 420, 7530, 11, 750, 575, 300, 2931, 281, 2354, 21377, 7530, 1553, 604, 565, 420, 1901, 295, 728, 11266, 13], "avg_logprob": -0.17571721409187943, "compression_ratio": 1.5675675675675675, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1673.93, "end": 1674.19, "word": " But", "probability": 0.7255859375}, {"start": 1674.19, "end": 1674.39, "word": " why", "probability": 0.884765625}, {"start": 1674.39, "end": 1674.53, "word": " at", "probability": 0.92919921875}, {"start": 1674.53, "end": 1674.65, "word": " the", "probability": 0.92041015625}, 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Somebody is going to say, but this is a silly justification. This is going to give the manager that chance or to give you that chance to finalize this issue as soon as possible. So we are going to talk about something which is very important, which is stability of your staff members. 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stabilized situation, status quo. Clear? Are you convinced? Convinced? Lack of stability is something very dangerous.", "tokens": [407, 321, 366, 516, 281, 1841, 527, 958, 1243, 365, 257, 48384, 2590, 11, 6558, 28425, 13, 14993, 30, 2014, 291, 12561, 30, 2656, 4796, 1232, 30, 441, 501, 295, 11826, 307, 746, 588, 5795, 13], "avg_logprob": -0.19921875483280904, "compression_ratio": 1.2713178294573644, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1760.38, "end": 1760.64, "word": " So", "probability": 0.72412109375}, {"start": 1760.64, "end": 1760.74, "word": " we", "probability": 0.6337890625}, {"start": 1760.74, "end": 1760.84, "word": " are", "probability": 0.79443359375}, {"start": 1760.84, "end": 1761.0, "word": " going", "probability": 0.9404296875}, {"start": 1761.0, "end": 1761.16, "word": " to", "probability": 0.9697265625}, {"start": 1761.16, "end": 1761.46, "word": " begin", "probability": 0.79736328125}, {"start": 1761.46, "end": 1761.84, "word": " our", "probability": 0.87451171875}, {"start": 1761.84, "end": 1762.1, "word": " 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The latest participation from female salesperson is chemicals with about only 9%. Somebody is going to say let's compare these statistics along with statistics with the Palestinian female workforce. They are the same. Excellent Sarah. 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193421, "start": 1915.31, "end": 1934.21, "text": " If you are going to look at the Palestinian women participation in education, it is about 50 and even more than 50 with a little bit. The same thing with health. The same thing with health. Any questions, any comments? 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"language_probability": 1.0, "duration": 1955.81675, "duration_after_vad": 1846.0824999999954} \ No newline at end of file diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/Z_2MOUVrUj0_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/Z_2MOUVrUj0_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..3d7f7e08a1ceafb6f71d6557c8dfd655e4a23c70 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/Z_2MOUVrUj0_raw.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.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ZmfNwH-YYIc.srt new file mode 100644 index 0000000000000000000000000000000000000000..6e085daabebf503c20d02431b09cd3226ff7be6b --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ZmfNwH-YYIc.srt @@ -0,0 +1,2002 @@ +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 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 that + +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 that 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 as + +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 as 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, we are also talking about other conditions, + +23 +00:01:57,280 --> 00:02:00,960 +other requirements, which should also be available + +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: + +27 +00:02:12,740 --> 00:02:15,880 +One of the things that this account should exhibit, + +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 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 that are very expensive, that require + +34 +00:02:35,600 --> 00:02:38,740 +various technical knowledge, that require more + +35 +00:02:38,740 --> 00:02:41,600 +consideration, that require 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 is going to be in charge of + +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 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 approval, then we are talking + +47 +00:03:26,570 --> 00:03:30,970 +about an account that 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 senior management. Also, the customer + +51 +00:03:41,090 --> 00:03:43,050 +desires a long-term cooperative working + +52 +00:03:43,050 --> 00:03:47,910 +relationship. Any account that is going to express + +53 +00:03:47,910 --> 00:03:51,310 +his or her willingness to have a 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 strategic. The final thing that we would + +57 +00:04:01,850 --> 00:04:06,230 +like to mention is: If the customer or if the account + +58 +00:04:06,230 --> 00:04:10,490 +expresses a willingness to have a unique + +59 +00:04:10,490 --> 00:04:14,270 +special relationship or treatment or service, + +60 +00:04:14,270 --> 00:04:18,530 +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 tell 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 +What 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 +that 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 of + +68 +00:04:46,200 --> 00:04:49,720 +strategic accounts? One of the most common + +69 +00:04:49,720 --> 00:04:53,720 +problems that we might face is that we might have a + +70 +00:04:53,720 --> 00:04:57,120 +very wide and big database, or that 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 that we are going + +74 +00:05:05,780 --> 00:05:10,860 +to face 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 a decreased + +77 +00:05:15,960 --> 00:05:17,960 +level of service, and that will lead to an increase in + +78 +00:05:17,960 --> 00:05:22,400 +the cost. Exactly. So this thing + +79 +00:05:22,400 --> 00:05:25,860 +is going to lead to an overload or pressure of work, + +80 +00:05:26,240 --> 00:05:29,360 +an increase of the cost, and the result might be + +81 +00:05:29,360 --> 00:05:33,860 +worse, which means an under-service level or a + +82 +00:05:33,860 --> 00:05:37,840 +service that 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 +someone, or this someone is going to dislike you + +88 +00:05:56,730 --> 00:06:02,110 +or ignore 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 on their radar. So + +92 +00:06:13,730 --> 00:06:17,250 +is this a problem? It's a problem. But why + +93 +00:06:17,250 --> 00:06:21,540 +is this a problem? 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 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 big-name + +101 +00:06:45,980 --> 00:06:50,160 +accounts, we are referring to 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 to 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 against 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 against + +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 members or salespersons 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 +salespersons, they are not thinking enough of the + +123 +00:08:17,100 --> 00:08:19,520 +huge return that we are going to get as a company + +124 +00:08:19,520 --> 00:08:22,880 +from 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 +the wrong staff members, who have 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 a potential customer + +131 +00:08:51,150 --> 00:08:56,070 +from being 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. Someone + +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 management of the + +143 +00:09:37,780 --> 00:09:41,740 +strategic account program, we cannot impose a 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 with 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 +feasible. 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 train our staff members to use one + +152 +00:10:08,440 --> 00:10:12,260 +standardized approach. Someone is going to + +153 +00:10:12,260 --> 00:10:15,900 +say, what should we do? We, as 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 +on 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 to 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 to 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. Always 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 should we 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 +just 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 or two days, + +173 +00:11:28,300 --> 00:11:30,800 +we are going to receive our salaries. In + +174 +00:11:30,800 --> 00:11:32,880 +the first and second weeks, we feel that we are + +175 +00:11:32,880 --> 00:11:36,400 +very rich. In the third and fourth weeks, 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 companies. Companies + +178 +00:11:42,370 --> 00:11:44,270 +sometimes 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 buy + +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 that is going to change + +184 +00:11:59,950 --> 00:12:03,400 +its status from being potential to + +185 +00:12:03,400 --> 00:12:06,960 +non-potential. This means if this account is + +186 +00:12:06,960 --> 00:12:10,120 +non-potential, this means it must be deleted from + +187 +00:12:10,120 --> 00:12:14,320 +the database of 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 to the same problem. + +190 +00:12:20,250 --> 00:12:22,810 +What is the meaning of this? We will suffer from + +191 +00:12:22,810 --> 00:12:27,170 +a while from too many and a crowded database of + +192 +00:12:27,170 --> 00:12:30,270 +strategic accounts. Some of them are really + +193 +00:12:30,270 --> 00:12:35,950 +strategic; others 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 common + +198 +00:12:50,340 --> 00:12:55,860 +problems that might appear while we are managing strategic + +199 +00:12:55,860 --> 00 + +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 members 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 to the staff members, results will not be + +227 +00:14:51,170 --> 00:14:54,490 +guaranteed, and God knows what the outcome will be. + +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 members. 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 are saying no. Management + +236 +00:15:22,250 --> 00:15:26,070 +should impose its laws on 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 +members 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 is applicable. A 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 +call it a 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 that 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 a 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 members 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 the 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 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 +are like the temperature of 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 implement the first one, + +294 +00:18:56,560 --> 00:18:59,900 +we might have 40. 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? A 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 38 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 +it is somewhat more effective, and regarding the market + +314 +00:20:13,730 --> 00:20:17,450 +performance, it is slightly better. If you are going + +315 +00:20:17,450 --> 00:20:19,590 +to implement the technique of a 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 the best market performance. + +322 +00:20:38,710 --> 00:20:41,450 +So which technique is the best? Cross- + +323 +00:20:41,450 --> 00:20:46,350 +functional sales team. Exactly. The 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 programs, this is the best: cross- + +329 +00:21:08,570 --> 00:21:12,770 +functional sales team. Any questions? 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; it’s up to you. 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? + +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 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 programs 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 sales 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 ten 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 of 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 +questions 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 a 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 +Okay, listen, + +376 +00:24:19,830 --> 00:24:22,830 +Farah’s question reminds us of + +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 +accounts; we are talking about what? Strategic + +381 +00:24:35,920 --> 00:24:40,300 +ones. So the strategic ones mean 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, 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 for this fact to be uttered or + +395 +00:25:42,000 --> 00:25:46,000 +pronounced by our customer. If this + +396 +00:25:46,000 --> 00:25:48,620 +customer tells you that you are a 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 +a strategic account. Before that, we cannot decide + +399 +00:25:56,520 --> 00:26:01,100 +on this issue, whether 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 bring 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 an actual sales transaction. + +404 +00:26:17,920 --> 00:26:23,540 +An 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 a sales transaction with him or her, + +407 +00:26:30,880 --> 00:26:34,600 +this means this person is a 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 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, insight: if our + +419 +00:27:16,590 --> 00:27:19,690 +products and + +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 is 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 have 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 was asked, is: 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% 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 are we + +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 an assigned sales quota, it means before we + +481 +00:30:57,330 --> 00:31:00,870 +begin our work, do the managers of the sales + +482 +00:31:00,870 --> 00:31:03,510 +account or strategic 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 +are they 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 good work + +489 +00:31:24,350 --> 00:31:29,970 +or bad work. With 3%, they didn't answer the + +490 +00:31:29,970 --> 00:31:33,650 +question, or about 30% said no, we are not + +491 +00:31:33,650 --> 00:31:36,370 +having a sales quota. But the majority + +492 +00:31:36,370 --> 00:31:41,490 +are imposing a sales 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 +of 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 as + +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 it as 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 the strategic account program, + +514 +00:32:58,310 --> 00:33:01,370 +does he have organization-wide + +515 +00:33:01,370 --> 00:33:05,150 +authority over the other sales departments? Some of + +516 +00:33:05,150 --> 00:33:08,550 +the organizations, 47% of them, 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, or other departments of the sales, especially + +519 +00:33:16,130 --> 00:33:18,050 +the regular ones, they have their own independent + +520 +00:33:18,050 --> 00:33:21,770 +management. And this manager who is managing the + +521 +00:33:21,770 --> 00:33:26,130 +strategic account program, he or she does not have + +522 +00:33:26,130 --> 00:33:29,110 +any formal authority over them. They are working + +523 +00:33:29,110 --> 00:33:32,930 +independently. This is the case in the majority of + +524 +00:33:32,930 --> 00:33:38,230 +sales agencies. Are we talking about the same + +525 +00:33:38,230 --> 00:33:41,570 +technique or the same philosophy? Not necessarily. + +526 +00:33:41,570 --> 00:33:44,330 +About 24% said what? They said the sales team + +527 +00:33:45,170 --> 00:33:51,290 +report directly to the strategic account managers. + +528 +00:33:51,290 --> 00:33:53,610 +They report directly. This approach or procedure + +529 +00:33:54,840 --> 00:33:59,320 +is applicable in specific sales + +530 +00:33:59,320 --> 00:34:02,180 +agencies. A third group, about 7%, didn't + +531 +00:34:02,180 --> 00:34:05,960 +answer this question, and about 22% said they + +532 +00:34:05,960 --> 00:34:09,960 +may assemble a virtual sales team that + +533 +00:34:09,960 --> 00:34:13,660 +report directly to strategic accounts. Assemble + +534 +00:34:13,660 --> 00:34:17,000 +a virtual team. + +535 +00:34:17,000 --> 00:34:17,720 +(No change needed) + +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 are saying that this manager doesn't + +541 +00:34:39,000 --> 00:34:42,740 +have any formal authority over them. 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 goodbye, and next time we are going + +547 +00:35:07,960 --> 00:35:10,400 +to finalize chapter number 6, and Insha'Allah 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.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ZmfNwH-YYIc_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..b8afc11fe20ca6d00a3b38ff0748ced6d910234c --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ZmfNwH-YYIc_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4952, "start": 20.92, "end": 49.52, "text": " Okay, good morning. Today we will go on with the second or with the previous topic which we discussed last time, which is strategic account programs. Now, last time we hinted out that the selection of the strategic accounts is problematic. When we are saying it is problematic, we are referring to the fact that it isn't an easy task.", "tokens": [1033, 11, 665, 2446, 13, 2692, 321, 486, 352, 322, 365, 264, 1150, 420, 365, 264, 3894, 4829, 597, 321, 7152, 1036, 565, 11, 597, 307, 10924, 2696, 4268, 13, 823, 11, 1036, 565, 321, 12075, 292, 484, 300, 264, 9450, 295, 264, 10924, 9402, 307, 19011, 13, 1133, 321, 366, 1566, 309, 307, 19011, 11, 321, 366, 13761, 281, 264, 1186, 300, 309, 1943, 380, 364, 1858, 5633, 13], "avg_logprob": -0.17286532151866968, "compression_ratio": 1.6919191919191918, "no_speech_prob": 0.0, "words": [{"start": 20.92, "end": 21.16, "word": " Okay,", "probability": 0.38818359375}, {"start": 21.18, "end": 21.3, "word": " good", "probability": 0.76611328125}, {"start": 21.3, "end": 21.66, "word": " morning.", "probability": 0.89892578125}, {"start": 23.32, "end": 23.98, "word": " Today", "probability": 0.58447265625}, {"start": 23.98, "end": 24.2, "word": " we", "probability": 0.7001953125}, {"start": 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So one of the major goals of today's class is how we are going to identify accounts who should be strategic ones. So as you can see, generally, if we are going to consider an account to be strategic, we have to ask one simple question.", "tokens": [467, 1943, 380, 364, 1858, 5633, 281, 3048, 10924, 9402, 13, 407, 472, 295, 264, 2563, 5493, 295, 965, 311, 1508, 307, 577, 321, 366, 516, 281, 5876, 9402, 567, 820, 312, 10924, 2306, 13, 407, 382, 291, 393, 536, 11, 5101, 11, 498, 321, 366, 516, 281, 1949, 364, 2696, 281, 312, 10924, 11, 321, 362, 281, 1029, 472, 2199, 1168, 13], "avg_logprob": -0.16882324358448386, "compression_ratio": 1.6271186440677967, "no_speech_prob": 0.0, "words": [{"start": 50.62, "end": 50.88, "word": " It", "probability": 0.58447265625}, {"start": 50.88, "end": 51.2, "word": " isn't", "probability": 0.766357421875}, {"start": 51.2, "end": 51.36, "word": " an", "probability": 0.94140625}, {"start": 51.36, "end": 51.54, "word": " easy", "probability": 0.90869140625}, {"start": 51.54, "end": 51.88, "word": " task", "probability": 0.92236328125}, {"start": 51.88, "end": 52.08, "word": " to", "probability": 0.95654296875}, {"start": 52.08, "end": 52.54, "word": " select", "probability": 0.83203125}, {"start": 52.54, "end": 53.64, "word": " strategic", "probability": 0.8681640625}, {"start": 53.64, "end": 54.16, "word": " accounts.", "probability": 0.900390625}, {"start": 55.24, "end": 55.82, "word": " So", "probability": 0.7890625}, {"start": 55.82, "end": 57.74, "word": " one", "probability": 0.4345703125}, {"start": 57.74, "end": 58.06, "word": " of", "probability": 0.96630859375}, {"start": 58.06, "end": 58.2, "word": " the", "probability": 0.921875}, {"start": 58.2, "end": 58.6, "word": " major", "probability": 0.93701171875}, {"start": 58.6, "end": 59.64, "word": " goals", "probability": 0.9462890625}, {"start": 59.64, "end": 59.88, "word": " of", "probability": 0.9541015625}, {"start": 59.88, "end": 60.2, "word": " today's", "probability": 0.903076171875}, {"start": 60.2, "end": 60.56, "word": " class", "probability": 0.97021484375}, {"start": 60.56, "end": 61.02, "word": " is", "probability": 0.935546875}, {"start": 61.02, "end": 61.7, "word": " how", "probability": 0.78369140625}, {"start": 61.7, "end": 61.9, "word": " we", "probability": 0.88427734375}, {"start": 61.9, "end": 62.02, "word": " are", "probability": 0.865234375}, {"start": 62.02, "end": 62.2, "word": " going", "probability": 0.9482421875}, {"start": 62.2, "end": 62.34, "word": " to", "probability": 0.97216796875}, {"start": 62.34, "end": 62.98, "word": " identify", "probability": 0.94873046875}, {"start": 62.98, "end": 64.3, "word": " accounts", "probability": 0.81005859375}, {"start": 64.3, "end": 64.52, "word": " who", "probability": 0.5263671875}, {"start": 64.52, "end": 64.76, "word": " should", "probability": 0.9609375}, {"start": 64.76, "end": 65.5, "word": " be", "probability": 0.95703125}, {"start": 65.5, "end": 66.06, "word": " strategic", "probability": 0.88720703125}, {"start": 66.06, "end": 66.46, "word": " ones.", "probability": 0.86669921875}, {"start": 67.3, "end": 67.6, "word": " So", "probability": 0.8203125}, {"start": 67.6, "end": 67.78, "word": " as", "probability": 0.86474609375}, {"start": 67.78, "end": 67.9, "word": " you", "probability": 0.96484375}, {"start": 67.9, "end": 68.08, "word": " can", "probability": 0.9462890625}, {"start": 68.08, "end": 68.6, "word": " see,", "probability": 0.92626953125}, {"start": 69.7, "end": 70.24, "word": " generally,", "probability": 0.8662109375}, {"start": 70.98, "end": 71.78, "word": " if", "probability": 0.94482421875}, {"start": 71.78, "end": 71.94, "word": " we", "probability": 0.923828125}, {"start": 71.94, "end": 72.1, "word": " are", "probability": 0.91845703125}, {"start": 72.1, "end": 72.36, "word": " going", "probability": 0.94384765625}, {"start": 72.36, "end": 72.56, "word": " to", "probability": 0.97021484375}, {"start": 72.56, "end": 73.06, "word": " consider", "probability": 0.9072265625}, {"start": 73.06, "end": 74.08, "word": " an", "probability": 0.38232421875}, {"start": 74.08, "end": 74.5, "word": " account", "probability": 0.9296875}, {"start": 74.5, "end": 74.68, "word": " to", "probability": 0.96337890625}, {"start": 74.68, "end": 74.8, "word": " be", "probability": 0.95703125}, {"start": 74.8, "end": 75.18, "word": " strategic,", "probability": 0.9140625}, {"start": 75.96, "end": 76.42, "word": " we", "probability": 0.94482421875}, {"start": 76.42, "end": 76.88, "word": " have", "probability": 0.9375}, {"start": 76.88, "end": 77.06, "word": " to", "probability": 0.96923828125}, {"start": 77.06, "end": 77.38, "word": " ask", "probability": 0.9345703125}, {"start": 77.38, "end": 77.64, "word": " one", "probability": 0.890625}, {"start": 77.64, "end": 77.86, "word": " simple", "probability": 0.90625}, {"start": 77.86, "end": 78.32, "word": " question.", "probability": 0.9169921875}], "temperature": 1.0}, {"id": 3, "seek": 10787, "start": 79.97, "end": 107.87, "text": " What is the sales volume which this account is going to consume or buy from us? So the sales volume is considered to be the major point upon which we can classify accounts to be strategic or non-strategic. 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"end": 97.95, "word": " is", "probability": 0.95068359375}, {"start": 97.95, "end": 98.65, "word": " significant,", "probability": 0.7392578125}, {"start": 99.37, "end": 99.57, "word": " it's", "probability": 0.69140625}, {"start": 99.57, "end": 99.93, "word": " big,", "probability": 0.84716796875}, {"start": 100.25, "end": 100.73, "word": " it's", "probability": 0.95068359375}, {"start": 100.73, "end": 101.11, "word": " huge,", "probability": 0.87939453125}, {"start": 101.49, "end": 101.93, "word": " this", "probability": 0.8837890625}, {"start": 101.93, "end": 102.23, "word": " means", "probability": 0.93896484375}, {"start": 102.23, "end": 102.47, "word": " we", "probability": 0.92431640625}, {"start": 102.47, "end": 102.77, "word": " should", "probability": 0.95947265625}, {"start": 102.77, "end": 103.15, "word": " list", "probability": 0.95263671875}, {"start": 103.15, "end": 105.89, "word": " this", "probability": 0.68212890625}, {"start": 105.89, "end": 106.39, "word": " account", "probability": 0.9140625}, {"start": 106.39, "end": 106.61, "word": " to", "probability": 0.91845703125}, {"start": 106.61, "end": 106.89, "word": " be", "probability": 0.95166015625}, {"start": 106.89, "end": 107.31, "word": " a", "probability": 0.85888671875}, {"start": 107.31, "end": 107.59, "word": " strategic", "probability": 0.91259765625}, {"start": 107.59, "end": 107.87, "word": " one.", "probability": 0.92529296875}], "temperature": 1.0}, {"id": 4, "seek": 13102, "start": 108.88, "end": 131.02, "text": " Is this the only condition for strategic accounts? No, still we are talking about other conditions, other requirements, which should be available also while we are dealing with this account. 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When we are saying multiple people are involved in the buying process, this means we are not referring to a very simple cheap items to be purchased. We are referring to goods and products which are very expensive, which requires various technical knowledge, which requires more consideration, which requires more scrutiny.", "tokens": [1485, 295, 264, 721, 597, 341, 2696, 820, 30425, 11, 1230, 472, 11, 3866, 561, 366, 3288, 294, 264, 6382, 1399, 13, 1133, 321, 366, 1566, 3866, 561, 366, 3288, 294, 264, 6382, 1399, 11, 341, 1355, 321, 366, 406, 13761, 281, 257, 588, 2199, 7084, 4754, 281, 312, 14734, 13, 492, 366, 13761, 281, 10179, 293, 3383, 597, 366, 588, 5124, 11, 597, 7029, 3683, 6191, 3601, 11, 597, 7029, 544, 12381, 11, 597, 7029, 544, 38615, 13], "avg_logprob": -0.14980468191206456, "compression_ratio": 1.9424778761061947, "no_speech_prob": 0.0, "words": [{"start": 132.38, "end": 132.74, "word": " One", "probability": 0.75537109375}, {"start": 132.74, "end": 132.88, "word": " of", "probability": 0.96240234375}, {"start": 132.88, "end": 133.0, "word": " the", "probability": 0.90673828125}, {"start": 133.0, "end": 133.3, "word": 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If this is the case, then this account might be strategic. In addition, purchasing is centralized. 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If the centralized senior management is requiring us to have their own approval, then we are talking about an accountant who should be strategic. 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Any account who is going to express his or her willingness of having long-term relationship, a cooperative relationship, a coordinative relationship, this means this account might be subject. The final thing which we would like to refer is", "tokens": [2743, 11, 264, 5474, 17037, 938, 12, 7039, 31772, 1364, 2480, 13, 2639, 2696, 567, 307, 516, 281, 5109, 702, 420, 720, 25069, 295, 1419, 938, 12, 7039, 2480, 11, 257, 31772, 2480, 11, 257, 8285, 1166, 2480, 11, 341, 1355, 341, 2696, 1062, 312, 3983, 13, 440, 2572, 551, 597, 321, 576, 411, 281, 2864, 307], "avg_logprob": -0.19019397219707226, "compression_ratio": 1.723756906077348, "no_speech_prob": 0.0, "words": [{"start": 219.39, "end": 219.95, "word": " Also,", "probability": 0.85205078125}, {"start": 220.45, "end": 220.69, "word": " the", "probability": 0.8525390625}, {"start": 220.69, "end": 221.09, "word": " customer", "probability": 0.75341796875}, {"start": 221.09, "end": 221.65, "word": " deserves", "probability": 0.7900390625}, {"start": 221.65, "end": 221.93, "word": " long", "probability": 0.63818359375}, {"start": 221.93, "end": 222.19, "word": "-term", "probability": 0.75244140625}, {"start": 222.19, "end": 222.71, "word": " cooperative", "probability": 0.75048828125}, {"start": 222.71, "end": 223.05, "word": " working", "probability": 0.92822265625}, {"start": 223.05, "end": 223.73, "word": " relationship.", "probability": 0.73876953125}, {"start": 225.03, "end": 225.19, "word": " Any", "probability": 0.8916015625}, {"start": 225.19, "end": 225.85, "word": " account", "probability": 0.490966796875}, {"start": 225.85, "end": 226.97, "word": " who", "probability": 0.7158203125}, {"start": 226.97, "end": 227.13, "word": " is", "probability": 0.8427734375}, {"start": 227.13, "end": 227.39, "word": " going", "probability": 0.94677734375}, {"start": 227.39, "end": 227.55, "word": " to", "probability": 0.96435546875}, {"start": 227.55, "end": 227.91, "word": " express", "probability": 0.9384765625}, {"start": 227.91, "end": 228.35, "word": " his", "probability": 0.9638671875}, {"start": 228.35, "end": 228.61, "word": " or", "probability": 0.8017578125}, {"start": 228.61, "end": 228.81, "word": " her", "probability": 0.970703125}, {"start": 228.81, "end": 229.23, "word": " willingness", "probability": 0.90234375}, {"start": 229.23, "end": 230.37, "word": " of", "probability": 0.94189453125}, {"start": 230.37, "end": 230.79, "word": " having", "probability": 0.9052734375}, {"start": 230.79, "end": 231.07, "word": " long", "probability": 0.80224609375}, {"start": 231.07, "end": 231.31, "word": "-term", "probability": 0.830078125}, {"start": 231.31, "end": 231.97, "word": " relationship,", "probability": 0.84814453125}, {"start": 232.77, "end": 232.91, "word": " a", "probability": 0.951171875}, {"start": 232.91, "end": 233.31, "word": " cooperative", "probability": 0.8427734375}, {"start": 233.31, "end": 234.03, "word": " relationship,", "probability": 0.900390625}, {"start": 234.47, "end": 234.75, "word": " a", "probability": 0.92626953125}, {"start": 234.75, "end": 235.33, "word": " coordinative", "probability": 0.6923828125}, {"start": 235.33, "end": 235.93, "word": " relationship,", "probability": 0.908203125}, {"start": 236.53, "end": 236.87, "word": " this", "probability": 0.9169921875}, {"start": 236.87, "end": 237.23, "word": " means", "probability": 0.92578125}, {"start": 237.23, "end": 237.61, "word": " this", "probability": 0.87939453125}, {"start": 237.61, "end": 238.13, "word": " account", "probability": 0.89794921875}, {"start": 238.13, "end": 238.49, "word": " might", "probability": 0.8740234375}, {"start": 238.49, "end": 238.87, "word": " be", "probability": 0.95068359375}, {"start": 238.87, "end": 239.51, "word": " subject.", "probability": 0.87744140625}, {"start": 240.41, "end": 240.79, "word": " The", "probability": 0.6025390625}, {"start": 240.79, "end": 241.09, "word": " final", "probability": 0.927734375}, {"start": 241.09, "end": 241.41, "word": " thing", "probability": 0.8955078125}, {"start": 241.41, "end": 241.61, "word": " which", "probability": 0.84765625}, {"start": 241.61, "end": 241.73, "word": " we", "probability": 0.7841796875}, {"start": 241.73, "end": 241.85, "word": " would", "probability": 0.806640625}, {"start": 241.85, "end": 241.99, "word": " like", "probability": 0.935546875}, {"start": 241.99, "end": 242.11, "word": " to", "probability": 0.970703125}, {"start": 242.11, "end": 242.39, "word": " refer", "probability": 0.85009765625}, {"start": 242.39, "end": 242.85, "word": " is", "probability": 0.8798828125}], "temperature": 1.0}, {"id": 9, "seek": 26997, "start": 243.71, "end": 269.97, "text": " If the customer or if the account expresses another willingness of having a unique special relationship or treatment or service for him or her, then this account should be strategic. So these are briefly the major things by which we can smell if this account is strategic or non-strategic. Is it important? It's very important.", "tokens": [759, 264, 5474, 420, 498, 264, 2696, 39204, 1071, 25069, 295, 1419, 257, 3845, 2121, 2480, 420, 5032, 420, 2643, 337, 796, 420, 720, 11, 550, 341, 2696, 820, 312, 10924, 13, 407, 613, 366, 10515, 264, 2563, 721, 538, 597, 321, 393, 4316, 498, 341, 2696, 307, 10924, 420, 2107, 12, 9733, 2968, 299, 13, 1119, 309, 1021, 30, 467, 311, 588, 1021, 13], "avg_logprob": -0.12204072297070966, "compression_ratio": 1.607843137254902, "no_speech_prob": 0.0, "words": [{"start": 243.71, "end": 244.11, "word": " If", "probability": 0.82568359375}, {"start": 244.11, "end": 244.33, "word": " the", "probability": 0.83837890625}, {"start": 244.33, "end": 244.87, "word": " customer", "probability": 0.7392578125}, {"start": 244.87, "end": 245.33, "word": " or", "probability": 0.8037109375}, {"start": 245.33, "end": 245.53, "word": " if", "probability": 0.8388671875}, {"start": 245.53, "end": 245.65, "word": " the", "probability": 0.9111328125}, {"start": 245.65, "end": 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What are the major common problems which we are going to face or encounter while we are managing or dealing with a program or strategic accounts program? One of the most common problems which we might face is we might have a very wide and big database or this database is including too many strategic accounts.", "tokens": [440, 551, 597, 307, 544, 1021, 307, 264, 3480, 13, 708, 366, 264, 2563, 2689, 2740, 597, 321, 366, 516, 281, 1851, 420, 8593, 1339, 321, 366, 11642, 420, 6260, 365, 257, 1461, 420, 10924, 9402, 1461, 30, 1485, 295, 264, 881, 2689, 2740, 597, 321, 1062, 1851, 307, 321, 1062, 362, 257, 588, 4874, 293, 955, 8149, 420, 341, 8149, 307, 3009, 886, 867, 10924, 9402, 13], "avg_logprob": -0.20527626379676486, "compression_ratio": 1.815, "no_speech_prob": 0.0, "words": [{"start": 271.42, "end": 271.72, "word": " The", "probability": 0.54833984375}, {"start": 271.72, "end": 272.1, "word": " thing", "probability": 0.4111328125}, {"start": 272.1, "end": 272.38, "word": " which", "probability": 0.85302734375}, {"start": 272.38, "end": 272.54, "word": " is", "probability": 0.939453125}, {"start": 272.54, "end": 272.82, "word": " 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question and I think we answered it last time. What is the problem which we are going to gain if the strategic accounts or their number is very huge or very big? Hanin? Increase the pressure of work, so that will lead to decreased level of service and that will lead to increase in the cost. 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It's very bad. Why it's very bad? Because we cannot satisfy this big number of strategic accounts. Is this a problem? It's a problem. 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The same thing here. We might look at those accounts as strategic, but they are not looking at us or even they do not consider us or even we are not listed even in their own radar. So is this a problematic? It's a problematic. 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Otherwise, this means we are losing a fortune. 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Is this problematic? It's problematic. 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members, if you will experiment this approach, you will satisfy the account. This isn't available. 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Therefore, we cannot educate our staff members to experiment one standardized approach. Somebody is going to say, what should we do? 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The details are left for the thinking and the skill and the effort of each staff member. This is what is happening. We are providing them with the basics. 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It's a problem. Because some staff members might succeed in this test, while others might fail. Finally, no tracking and reviewing of strategic accounts. This is something very special. 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being potential to impotential. This means if this account is impotential, this means it must be deleted from the database of the strategic accounts. Because if you are going to leave their names on, this means we are going to return back to the same problem.", "tokens": [490, 885, 3995, 281, 704, 310, 2549, 13, 639, 1355, 498, 341, 2696, 307, 704, 310, 2549, 11, 341, 1355, 309, 1633, 312, 22981, 490, 264, 8149, 295, 264, 10924, 9402, 13, 1436, 498, 291, 366, 516, 281, 1856, 641, 5288, 322, 11, 341, 1355, 321, 366, 516, 281, 2736, 646, 281, 264, 912, 1154, 13], "avg_logprob": -0.17927631997225577, "compression_ratio": 1.6878980891719746, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 721.94, "end": 722.32, "word": " from", "probability": 0.5263671875}, {"start": 722.32, "end": 722.64, "word": " being", "probability": 0.859375}, {"start": 722.64, "end": 723.08, "word": " potential", "probability": 0.78515625}, {"start": 723.08, "end": 723.4, "word": " to", "probability": 0.9609375}, {"start": 723.4, "end": 724.2, "word": " impotential.", "probability": 0.7849934895833334}, {"start": 724.76, "end": 725.1, "word": " This", "probability": 0.68115234375}, {"start": 725.1, "end": 725.44, "word": " means", "probability": 0.93701171875}, {"start": 725.44, "end": 725.98, "word": " if", "probability": 0.69482421875}, {"start": 725.98, "end": 726.28, "word": " this", "probability": 0.87939453125}, {"start": 726.28, "end": 726.66, "word": " account", "probability": 0.88037109375}, {"start": 726.66, "end": 726.96, "word": " is", "probability": 0.93701171875}, {"start": 726.96, "end": 727.64, "word": " impotential,", "probability": 0.93017578125}, {"start": 728.24, "end": 728.5, "word": " this", "probability": 0.5126953125}, {"start": 728.5, "end": 728.82, "word": " means", "probability": 0.93603515625}, {"start": 728.82, "end": 729.1, "word": " it", "probability": 0.90771484375}, {"start": 729.1, "end": 729.32, "word": " must", "probability": 0.8525390625}, {"start": 729.32, "end": 729.46, "word": " be", "probability": 0.94091796875}, {"start": 729.46, "end": 729.82, "word": " deleted", "probability": 0.91845703125}, {"start": 729.82, "end": 730.12, "word": " from", "probability": 0.8916015625}, {"start": 730.12, "end": 730.28, "word": " the", "probability": 0.91162109375}, {"start": 730.28, "end": 730.72, "word": " database", "probability": 0.9541015625}, {"start": 730.72, "end": 731.16, "word": " of", "probability": 0.94189453125}, {"start": 731.16, "end": 731.66, "word": " the", "probability": 0.59521484375}, {"start": 731.66, "end": 731.98, "word": " strategic", "probability": 0.939453125}, {"start": 731.98, "end": 732.44, "word": " accounts.", "probability": 0.6005859375}, {"start": 733.76, "end": 734.18, "word": " Because", "probability": 0.85107421875}, {"start": 734.18, "end": 734.32, "word": " if", "probability": 0.9091796875}, {"start": 734.32, "end": 734.4, "word": " you", "probability": 0.83642578125}, {"start": 734.4, "end": 734.52, "word": " are", "probability": 0.80078125}, {"start": 734.52, "end": 734.72, "word": " going", "probability": 0.921875}, {"start": 734.72, "end": 734.86, "word": " to", "probability": 0.96533203125}, {"start": 734.86, "end": 735.06, "word": " leave", "probability": 0.955078125}, {"start": 735.06, "end": 735.32, "word": " their", "probability": 0.94482421875}, {"start": 735.32, "end": 735.7, "word": " names", "probability": 0.841796875}, {"start": 735.7, "end": 736.08, "word": " on,", "probability": 0.77197265625}, {"start": 736.58, "end": 736.94, "word": " this", "probability": 0.90771484375}, {"start": 736.94, "end": 737.2, "word": " means", "probability": 0.93994140625}, {"start": 737.2, "end": 737.32, "word": " we", "probability": 0.7783203125}, {"start": 737.32, "end": 737.44, "word": " are", "probability": 0.88525390625}, {"start": 737.44, "end": 737.58, "word": " going", "probability": 0.93505859375}, {"start": 737.58, "end": 737.7, "word": " to", "probability": 0.96533203125}, {"start": 737.7, "end": 737.92, "word": " return", "probability": 0.94677734375}, {"start": 737.92, "end": 738.18, "word": " back", "probability": 0.8095703125}, {"start": 738.18, "end": 738.32, "word": " to", "probability": 0.962890625}, {"start": 738.32, "end": 738.44, "word": " the", "probability": 0.89794921875}, {"start": 738.44, "end": 738.62, "word": " same", "probability": 0.8974609375}, {"start": 738.62, "end": 738.96, "word": " problem.", "probability": 0.85595703125}], "temperature": 1.0}, {"id": 28, "seek": 76813, "start": 740.25, "end": 768.13, "text": " What is the meaning of this? We will suffer after a while from too many and crowded database of strategic accounts. Some of them they are really strategic, others they are not. Any questions or comments about this? This is very important. Very important. If you are going to ask how we are going to be asked this question, simply explain in a very detailed way.", "tokens": [708, 307, 264, 3620, 295, 341, 30, 492, 486, 9753, 934, 257, 1339, 490, 886, 867, 293, 21634, 8149, 295, 10924, 9402, 13, 2188, 295, 552, 436, 366, 534, 10924, 11, 2357, 436, 366, 406, 13, 2639, 1651, 420, 3053, 466, 341, 30, 639, 307, 588, 1021, 13, 4372, 1021, 13, 759, 291, 366, 516, 281, 1029, 577, 321, 366, 516, 281, 312, 2351, 341, 1168, 11, 2935, 2903, 294, 257, 588, 9942, 636, 13], "avg_logprob": -0.23499177278656708, "compression_ratio": 1.6605504587155964, "no_speech_prob": 0.0, "words": [{"start": 740.25, "end": 740.47, "word": " What", "probability": 0.65283203125}, {"start": 740.47, "end": 740.57, "word": " is", "probability": 0.66064453125}, {"start": 740.57, "end": 740.67, "word": " the", "probability": 0.9169921875}, {"start": 740.67, "end": 740.77, "word": " meaning", "probability": 0.87939453125}, {"start": 740.77, "end": 740.95, "word": " of", 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"temperature": 1.0}, {"id": 29, "seek": 79560, "start": 769.08, "end": 795.6, "text": " the major or the common problems which might be plotted or exploded in the front of our eyes while we are managing strategic account programs. Any question? Any comments about this? Clear? Go on. Go on. Listen. Before a while, what did we say? 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We do not have standardized method by which we can attract and retain unsatisfied strategic accounts. If we do not have standardized approach, what should we do? We said the management is going to provide its staff member with the basic training, with the basic knowledge. 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If you are going to adopt this strategy or this model, then management must be generous. How? By motivating our staff members through bonuses and salaries and so on. 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The sales team here, we or the management is going to organize its staff member according to teams. Each team has a function. 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This complex sales transaction it requires what? 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Four alternative organization models by which we can organize our staff members who are working in the strategic account programs. Now, the outcomes behind these models are various and they are different. 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Now, I'm not going to speak and it's up. It's your turn to speak up. Go on. 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Exactly. 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This is reminding us with our company and its ability to dominate the market. This might reach three quarters of the market. Another benefit, we are going to improve our customer communication. How? 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And finally, we are going to improve our customer coordination. When we are saying customer coordination, this means we are gaining experience to distinguish between the big fish, the medium fish, and the small fish. Any question or comments about this? So these briefly are the five major benefits which we can attain if we are going to adopt strategic account program. 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Ok listen, once the question of Farah is reminding us with what we stated before.", "tokens": [814, 366, 728, 12004, 13, 3477, 2140, 11, 1564, 264, 1168, 295, 9067, 545, 307, 27639, 505, 365, 437, 321, 11323, 949, 13], "avg_logprob": -0.4700520783662796, "compression_ratio": 1.1170212765957446, "no_speech_prob": 0.0, "words": [{"start": 1439.6299999999999, "end": 1440.35, "word": " They", "probability": 0.1552734375}, {"start": 1440.35, "end": 1441.07, "word": " are", "probability": 0.89306640625}, {"start": 1441.07, "end": 1441.65, "word": " interrelated.", "probability": 0.8154296875}, {"start": 1453.31, "end": 1454.03, "word": " Ok", "probability": 0.387939453125}, {"start": 1454.03, "end": 1457.27, "word": " listen,", "probability": 0.6650390625}, {"start": 1459.83, "end": 1460.43, "word": " once", "probability": 0.794921875}, {"start": 1460.43, "end": 1461.37, "word": " the", "probability": 0.81689453125}, {"start": 1461.37, "end": 1461.69, "word": " question", "probability": 0.9306640625}, {"start": 1461.69, "end": 1461.87, "word": " of", "probability": 0.9326171875}, {"start": 1461.87, "end": 1462.03, "word": " Farah", "probability": 0.4124755859375}, {"start": 1462.03, "end": 1462.17, "word": " is", "probability": 0.26904296875}, {"start": 1462.17, "end": 1462.47, "word": " reminding", "probability": 0.91796875}, {"start": 1462.47, "end": 1462.71, "word": " us", "probability": 0.92822265625}, {"start": 1462.71, "end": 1462.83, "word": " with", "probability": 0.4619140625}, {"start": 1462.83, "end": 1463.01, "word": " what", "probability": 0.93310546875}, {"start": 1463.01, "end": 1463.15, "word": " we", "probability": 0.953125}, {"start": 1463.15, "end": 1463.39, "word": " stated", "probability": 0.83984375}, {"start": 1463.39, "end": 1463.83, "word": " before.", "probability": 0.8623046875}], "temperature": 1.0}, {"id": 55, "seek": 149132, "start": 1464.8, "end": 1491.32, "text": " We said sales volume doesn't always refer to profitability. But remember here, we are not talking about regular department, we are talking about what? Strategic ones. So the strategic ones means the sales volume is interrelated with profitability. Okay? Now go on, look at this, what do you understand from them? 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They are saying what? They are saying various facts. They are saying, until the customer tells us that we are strategic suppliers for them, we cannot determine or consider them to be strategic accounts.", "tokens": [1981, 366, 19963, 11, 19963, 420, 14310, 2835, 538, 28485, 420, 14084, 567, 1143, 281, 3067, 10924, 2696, 4268, 294, 3683, 3431, 13, 814, 366, 1566, 437, 30, 814, 366, 1566, 3683, 9130, 13, 814, 366, 1566, 11, 1826, 264, 5474, 5112, 505, 300, 321, 366, 10924, 29467, 337, 552, 11, 321, 2644, 6997, 420, 1949, 552, 281, 312, 10924, 9402, 13], "avg_logprob": -0.18328372400904458, "compression_ratio": 1.7551020408163265, "no_speech_prob": 0.0, "words": [{"start": 1495.98, "end": 1496.46, "word": " These", "probability": 0.7431640625}, {"start": 1496.46, "end": 1496.8, "word": " are", "probability": 0.912109375}, {"start": 1496.8, "end": 1497.2, "word": " quotes,", "probability": 0.869140625}, {"start": 1498.18, "end": 1499.5, "word": " quotes", "probability": 0.85791015625}, {"start": 1499.5, "end": 1499.76, "word": " or", 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So we have to wait this fact to be uttered or pronounced by the tongue of our customer. If this customer told you that you are strategic supplier for him or her, then we can consider him to be strategic account.", "tokens": [682, 661, 2283, 11, 500, 380, 13286, 1803, 11, 500, 380, 41247, 1803, 13, 407, 321, 362, 281, 1699, 341, 1186, 281, 312, 17567, 292, 420, 23155, 538, 264, 10601, 295, 527, 5474, 13, 759, 341, 5474, 1907, 291, 300, 291, 366, 10924, 31909, 337, 796, 420, 720, 11, 550, 321, 393, 1949, 796, 281, 312, 10924, 2696, 13], "avg_logprob": -0.16744791443149248, "compression_ratio": 1.5988372093023255, "no_speech_prob": 0.0, "words": [{"start": 1526.66, "end": 1526.86, "word": " In", "probability": 0.73046875}, {"start": 1526.86, "end": 1527.1, "word": " other", "probability": 0.869140625}, {"start": 1527.1, "end": 1527.58, "word": " words,", "probability": 0.8896484375}, {"start": 1528.36, "end": 1528.64, "word": " don't", "probability": 0.93359375}, {"start": 1528.64, "end": 1528.94, "word": " praise", "probability": 0.60302734375}, {"start": 1528.94, "end": 1529.46, "word": " yourself,", "probability": 0.83642578125}, {"start": 1530.22, "end": 1530.82, "word": " don't", "probability": 0.972412109375}, {"start": 1530.82, "end": 1531.14, "word": " flatter", "probability": 0.98583984375}, {"start": 1531.14, "end": 1531.68, "word": " yourself.", "probability": 0.83056640625}, {"start": 1535.82, "end": 1536.44, "word": " So", "probability": 0.4326171875}, {"start": 1536.44, "end": 1538.82, "word": " we", "probability": 0.66259765625}, {"start": 1538.82, "end": 1539.02, "word": " have", "probability": 0.92236328125}, {"start": 1539.02, "end": 1539.24, "word": " to", "probability": 0.9755859375}, {"start": 1539.24, "end": 1539.68, "word": " wait", "probability": 0.85693359375}, {"start": 1539.68, "end": 1540.72, "word": " this", "probability": 0.5732421875}, {"start": 1540.72, "end": 1541.06, "word": " fact", "probability": 0.92919921875}, {"start": 1541.06, "end": 1541.26, "word": " to", "probability": 0.95361328125}, {"start": 1541.26, "end": 1541.4, "word": " be", "probability": 0.96044921875}, {"start": 1541.4, "end": 1541.82, "word": " uttered", "probability": 0.924560546875}, {"start": 1541.82, "end": 1542.0, "word": " or", "probability": 0.8505859375}, {"start": 1542.0, "end": 1542.44, "word": " pronounced", "probability": 0.8251953125}, {"start": 1542.44, "end": 1542.66, "word": " by", "probability": 0.96142578125}, {"start": 1542.66, "end": 1542.82, "word": " the", "probability": 0.8857421875}, {"start": 1542.82, "end": 1543.1, "word": " tongue", "probability": 0.89794921875}, {"start": 1543.1, "end": 1543.48, "word": " of", "probability": 0.966796875}, {"start": 1543.48, "end": 1544.22, "word": " our", "probability": 0.83984375}, {"start": 1544.22, "end": 1544.7, "word": " customer.", "probability": 0.69189453125}, {"start": 1545.5, "end": 1545.76, "word": " If", "probability": 0.94091796875}, {"start": 1545.76, "end": 1546.0, "word": " this", "probability": 0.9228515625}, {"start": 1546.0, "end": 1546.4, "word": " customer", "probability": 0.7978515625}, {"start": 1546.4, "end": 1546.92, "word": " told", "probability": 0.8759765625}, {"start": 1546.92, "end": 1547.18, "word": " you", "probability": 0.95849609375}, {"start": 1547.18, "end": 1547.5, "word": " that", "probability": 0.9169921875}, {"start": 1547.5, "end": 1547.6, "word": " you", "probability": 0.9541015625}, {"start": 1547.6, "end": 1547.74, "word": " are", "probability": 0.86279296875}, {"start": 1547.74, "end": 1548.14, "word": " strategic", "probability": 0.46484375}, {"start": 1548.14, "end": 1548.62, "word": " supplier", "probability": 0.87744140625}, {"start": 1548.62, "end": 1548.84, "word": " for", "probability": 0.888671875}, {"start": 1548.84, "end": 1549.04, "word": " him", "probability": 0.9365234375}, {"start": 1549.04, "end": 1549.18, "word": " or", "probability": 0.81396484375}, {"start": 1549.18, "end": 1549.44, "word": " her,", "probability": 0.9697265625}, {"start": 1549.74, "end": 1550.04, "word": " then", "probability": 0.84716796875}, {"start": 1550.04, "end": 1550.74, "word": " we", "probability": 0.88232421875}, {"start": 1550.74, "end": 1550.94, "word": " can", "probability": 0.8818359375}, {"start": 1550.94, "end": 1551.32, "word": " consider", "probability": 0.923828125}, {"start": 1551.32, "end": 1551.5, "word": " him", "probability": 0.90234375}, {"start": 1551.5, "end": 1551.62, "word": " to", "probability": 0.8427734375}, {"start": 1551.62, "end": 1551.92, "word": " be", "probability": 0.9521484375}, {"start": 1551.92, "end": 1552.62, "word": " strategic", "probability": 0.87158203125}, {"start": 1552.62, "end": 1553.04, "word": " account.", "probability": 0.87841796875}], "temperature": 1.0}, {"id": 58, "seek": 157970, "start": 1553.76, "end": 1579.7, "text": " Before that, we cannot decide on this issue, either he or she is strategic or non-strategic. Another fact is saying strategic accounts brings you opportunities. When we are saying opportunities, we are referring to one simple thing, which is actual sales transaction. Actual sales transaction.", "tokens": [4546, 300, 11, 321, 2644, 4536, 322, 341, 2734, 11, 2139, 415, 420, 750, 307, 10924, 420, 2107, 12, 9733, 2968, 299, 13, 3996, 1186, 307, 1566, 10924, 9402, 5607, 291, 4786, 13, 1133, 321, 366, 1566, 4786, 11, 321, 366, 13761, 281, 472, 2199, 551, 11, 597, 307, 3539, 5763, 14425, 13, 3251, 901, 5763, 14425, 13], "avg_logprob": -0.19875529863066593, "compression_ratio": 1.7294117647058824, "no_speech_prob": 0.0, "words": [{"start": 1553.76, "end": 1554.16, "word": " Before", "probability": 0.60791015625}, {"start": 1554.16, "end": 1554.6, "word": " that,", "probability": 0.92333984375}, {"start": 1555.12, "end": 1555.26, "word": " we", "probability": 0.89990234375}, {"start": 1555.26, "end": 1555.68, "word": " cannot", "probability": 0.73828125}, {"start": 1555.68, "end": 1556.52, "word": " decide", "probability": 0.92919921875}, {"start": 1556.52, "end": 1558.04, "word": " on", "probability": 0.88134765625}, {"start": 1558.04, "end": 1558.28, "word": " this", "probability": 0.87646484375}, {"start": 1558.28, "end": 1558.66, "word": " issue,", "probability": 0.92822265625}, {"start": 1559.24, "end": 1559.54, "word": " either", "probability": 0.8154296875}, {"start": 1559.54, "end": 1559.74, "word": " he", "probability": 0.9189453125}, {"start": 1559.74, "end": 1559.94, "word": " or", "probability": 0.84033203125}, {"start": 1559.94, "end": 1560.14, "word": " she", "probability": 0.927734375}, {"start": 1560.14, "end": 1560.36, "word": " is", "probability": 0.93603515625}, {"start": 1560.36, "end": 1560.7, "word": " strategic", "probability": 0.8349609375}, {"start": 1560.7, "end": 1561.1, "word": " or", "probability": 0.93359375}, {"start": 1561.1, "end": 1561.58, "word": " non", "probability": 0.78759765625}, {"start": 1561.58, "end": 1562.24, "word": "-strategic.", "probability": 0.866455078125}, {"start": 1562.72, "end": 1563.44, "word": " Another", "probability": 0.82470703125}, {"start": 1563.44, "end": 1563.8, "word": " fact", "probability": 0.90966796875}, {"start": 1563.8, "end": 1563.98, "word": " is", "probability": 0.89013671875}, {"start": 1563.98, "end": 1564.48, "word": " saying", "probability": 0.8212890625}, {"start": 1564.48, "end": 1565.22, "word": " strategic", "probability": 0.461181640625}, {"start": 1565.22, "end": 1565.68, "word": " accounts", "probability": 0.86865234375}, {"start": 1565.68, "end": 1566.22, "word": " brings", "probability": 0.432373046875}, {"start": 1566.22, "end": 1566.54, "word": " you", "probability": 0.904296875}, {"start": 1566.54, "end": 1567.3, "word": " opportunities.", "probability": 0.91259765625}, {"start": 1568.42, "end": 1568.72, "word": " When", "probability": 0.85986328125}, {"start": 1568.72, "end": 1568.82, "word": " we", "probability": 0.95556640625}, {"start": 1568.82, "end": 1568.96, "word": " are", "probability": 0.88134765625}, {"start": 1568.96, "end": 1569.32, "word": " saying", "probability": 0.89208984375}, {"start": 1569.32, "end": 1569.9, "word": " opportunities,", "probability": 0.90478515625}, {"start": 1570.32, "end": 1570.62, "word": " we", "probability": 0.95751953125}, {"start": 1570.62, "end": 1570.76, "word": " are", "probability": 0.92626953125}, {"start": 1570.76, "end": 1571.16, "word": " referring", "probability": 0.85302734375}, {"start": 1571.16, "end": 1571.4, "word": " to", "probability": 0.96533203125}, {"start": 1571.4, "end": 1571.6, "word": " one", "probability": 0.88671875}, {"start": 1571.6, "end": 1571.88, "word": " simple", "probability": 0.93701171875}, {"start": 1571.88, "end": 1572.14, "word": " thing,", "probability": 0.9091796875}, {"start": 1572.24, "end": 1572.34, "word": " which", "probability": 0.94091796875}, {"start": 1572.34, "end": 1572.62, "word": " is", "probability": 0.94580078125}, {"start": 1572.62, "end": 1573.12, "word": " actual", "probability": 0.65234375}, {"start": 1573.12, "end": 1573.52, "word": " sales", "probability": 0.9013671875}, {"start": 1573.52, "end": 1574.64, "word": " transaction.", "probability": 0.55859375}, {"start": 1577.92, "end": 1578.7, "word": " Actual", "probability": 0.9365234375}, {"start": 1578.7, "end": 1579.08, "word": " sales", "probability": 0.87548828125}, {"start": 1579.08, "end": 1579.7, "word": " transaction.", "probability": 0.88330078125}], "temperature": 1.0}, {"id": 59, "seek": 160998, "start": 1581.44, "end": 1609.98, "text": " So if this account is going to give you the path or open the door for you to strike sales transaction with him or her, this means this person is strategic account. But if you will continue having to try to push your ideas or your offers or your offers on him or her, this isn't the issue or the background by which we can determine if this account is strategic or non-strategic.", "tokens": [407, 498, 341, 2696, 307, 516, 281, 976, 291, 264, 3100, 420, 1269, 264, 2853, 337, 291, 281, 9302, 5763, 14425, 365, 796, 420, 720, 11, 341, 1355, 341, 954, 307, 10924, 2696, 13, 583, 498, 291, 486, 2354, 1419, 281, 853, 281, 2944, 428, 3487, 420, 428, 7736, 420, 428, 7736, 322, 796, 420, 720, 11, 341, 1943, 380, 264, 2734, 420, 264, 3678, 538, 597, 321, 393, 6997, 498, 341, 2696, 307, 10924, 420, 2107, 12, 9733, 2968, 299, 13], "avg_logprob": -0.1535203284527882, "compression_ratio": 1.7962085308056872, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1581.44, "end": 1581.8, "word": " So", "probability": 0.7822265625}, {"start": 1581.8, "end": 1582.1, "word": " if", "probability": 0.70751953125}, {"start": 1582.1, "end": 1582.46, "word": " this", 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deeds. The actions and deeds can be seen by opportunities. These opportunities are actual sales transactions. So if he agreed or if she agreed with you to make a business and to deal with a sales transaction, then this account might be strategic. A third factor in sight, if our products and services are not critical.", "tokens": [492, 366, 1237, 337, 5909, 11, 321, 366, 1237, 337, 24539, 13, 440, 5909, 293, 24539, 393, 312, 1612, 538, 4786, 13, 1981, 4786, 366, 3539, 5763, 16856, 13, 407, 498, 415, 9166, 420, 498, 750, 9166, 365, 291, 281, 652, 257, 1606, 293, 281, 2028, 365, 257, 5763, 14425, 11, 550, 341, 2696, 1062, 312, 10924, 13, 316, 2636, 5952, 294, 7860, 11, 498, 527, 3383, 293, 3328, 366, 406, 4924, 13], "avg_logprob": -0.19277871581348213, "compression_ratio": 1.7853658536585366, "no_speech_prob": 0.0, "words": [{"start": 1611.11, "end": 1611.41, "word": " We", "probability": 0.5048828125}, {"start": 1611.41, "end": 1611.79, "word": " are", "probability": 0.87890625}, {"start": 1611.79, "end": 1612.17, "word": " looking", "probability": 0.88525390625}, {"start": 1612.17, "end": 1612.47, "word": " for", "probability": 0.94873046875}, {"start": 1612.47, "end": 1612.91, "word": " actions,", "probability": 0.7861328125}, 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They are not important, they are not essential. For the business or for the performance of the account, this account cannot be strategic. So if your goods and services which you are offering are strategic, are important, are essential for the businesses and the performance and the work of our customer, then", "tokens": [708, 311, 264, 3620, 295, 286, 478, 406, 4924, 30, 814, 366, 406, 1021, 11, 436, 366, 406, 7115, 13, 1171, 264, 1606, 420, 337, 264, 3389, 295, 264, 2696, 11, 341, 2696, 2644, 312, 10924, 13, 407, 498, 428, 10179, 293, 3328, 597, 291, 366, 8745, 366, 10924, 11, 366, 1021, 11, 366, 7115, 337, 264, 6011, 293, 264, 3389, 293, 264, 589, 295, 527, 5474, 11, 550], "avg_logprob": -0.18761160096951893, "compression_ratio": 1.7715736040609138, "no_speech_prob": 0.0, "words": [{"start": 1639.29, "end": 1639.61, "word": " What's", "probability": 0.554931640625}, {"start": 1639.61, "end": 1639.69, "word": " the", "probability": 0.9130859375}, {"start": 1639.69, "end": 1639.77, "word": " meaning", "probability": 0.86669921875}, {"start": 1639.77, "end": 1639.93, "word": " of", "probability": 0.95458984375}, {"start": 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This is reminding us with one of the examples which we talked I think one month ago. What did we say when we gave example about the relationship between a restaurant and a bakery? We are talking about a good which is print. Is it vital for the restaurants? It's vital. Is it essential? It's essential. Is it critical? It's critical. Then the two are going to deal with each other as strategic accounts. Okay?", "tokens": [321, 1062, 1949, 796, 420, 720, 281, 312, 10924, 13, 639, 307, 27639, 505, 365, 472, 295, 264, 5110, 597, 321, 2825, 286, 519, 472, 1618, 2057, 13, 708, 630, 321, 584, 562, 321, 2729, 1365, 466, 264, 2480, 1296, 257, 6383, 293, 257, 37519, 30, 492, 366, 1417, 466, 257, 665, 597, 307, 4482, 13, 1119, 309, 11707, 337, 264, 11486, 30, 467, 311, 11707, 13, 1119, 309, 7115, 30, 467, 311, 7115, 13, 1119, 309, 4924, 30, 467, 311, 4924, 13, 1396, 264, 732, 366, 516, 281, 2028, 365, 1184, 661, 382, 10924, 9402, 13, 1033, 30], "avg_logprob": -0.18109374448657037, "compression_ratio": 1.7300380228136882, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1663.37, "end": 1663.63, "word": " we", "probability": 0.421142578125}, {"start": 1663.63, "end": 1663.87, "word": " might", "probability": 0.5107421875}, {"start": 1663.87, "end": 1664.35, "word": " consider", "probability": 0.92578125}, {"start": 1664.35, "end": 1664.51, "word": " him", "probability": 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Question number one, what's your interests? And what's mine?", "tokens": [823, 11, 1071, 6513, 307, 1566, 11, 2140, 11, 264, 23600, 293, 264, 24645, 11, 6022, 295, 552, 307, 516, 281, 6997, 11, 6022, 295, 552, 307, 516, 281, 4536, 11, 6022, 295, 552, 307, 516, 281, 1949, 264, 661, 281, 312, 3983, 5969, 415, 307, 516, 281, 1867, 732, 1651, 13, 14464, 1230, 472, 11, 437, 311, 428, 8847, 30, 400, 437, 311, 3892, 30], "avg_logprob": -0.1901819087676148, "compression_ratio": 1.7724550898203593, "no_speech_prob": 0.0, "words": [{"start": 1692.27, "end": 1692.73, "word": " Now,", "probability": 0.75439453125}, {"start": 1692.99, "end": 1693.39, "word": " another", "probability": 0.876953125}, {"start": 1693.39, "end": 1693.71, "word": " quote", "probability": 0.9384765625}, {"start": 1693.71, "end": 1693.91, "word": " is", "probability": 0.84912109375}, {"start": 1693.91, "end": 1694.37, "word": " saying,", "probability": 0.8857421875}, {"start": 1696.03, "end": 1696.55, "word": " listen,", "probability": 0.3974609375}, {"start": 1699.39, "end": 1699.73, "word": " the", "probability": 0.638671875}, {"start": 1699.73, "end": 1700.05, "word": " seller", "probability": 0.8525390625}, {"start": 1700.05, "end": 1700.37, "word": " and", "probability": 0.9423828125}, {"start": 1700.37, "end": 1700.51, "word": " the", "probability": 0.78271484375}, {"start": 1700.51, "end": 1700.77, "word": " buyer,", "probability": 0.935546875}, {"start": 1701.05, "end": 1701.23, "word": " none", "probability": 0.87158203125}, {"start": 1701.23, "end": 1701.43, "word": " of", "probability": 0.96875}, {"start": 1701.43, "end": 1701.63, "word": " them", "probability": 0.89892578125}, {"start": 1701.63, "end": 1701.81, "word": " is", "probability": 0.86572265625}, {"start": 1701.81, "end": 1702.07, "word": " going", "probability": 0.943359375}, {"start": 1702.07, "end": 1702.29, "word": " to", "probability": 0.96875}, {"start": 1702.29, "end": 1702.71, "word": " determine,", "probability": 0.837890625}, {"start": 1703.45, "end": 1703.77, "word": " none", "probability": 0.8759765625}, {"start": 1703.77, "end": 1703.95, "word": " of", "probability": 0.96728515625}, {"start": 1703.95, "end": 1704.09, "word": " them", "probability": 0.890625}, {"start": 1704.09, "end": 1704.25, "word": " is", "probability": 0.92724609375}, {"start": 1704.25, "end": 1704.43, "word": " going", "probability": 0.94580078125}, {"start": 1704.43, "end": 1704.61, "word": " to", "probability": 0.96826171875}, {"start": 1704.61, "end": 1705.17, "word": " decide,", "probability": 0.9423828125}, {"start": 1705.93, "end": 1706.09, "word": " none", "probability": 0.88232421875}, {"start": 1706.09, "end": 1706.27, "word": " of", "probability": 0.96533203125}, {"start": 1706.27, "end": 1706.43, "word": " them", "probability": 0.88818359375}, {"start": 1706.43, "end": 1706.65, "word": " is", "probability": 0.93310546875}, {"start": 1706.65, "end": 1706.89, "word": " going", "probability": 0.94677734375}, {"start": 1706.89, "end": 1707.09, "word": " to", "probability": 0.9677734375}, {"start": 1707.09, "end": 1707.51, "word": " consider", "probability": 0.92138671875}, {"start": 1707.51, "end": 1707.71, "word": " the", "probability": 0.912109375}, {"start": 1707.71, "end": 1708.01, "word": " other", "probability": 0.89306640625}, {"start": 1708.01, "end": 1708.61, "word": " to", "probability": 0.88427734375}, {"start": 1708.61, "end": 1708.79, "word": " be", "probability": 0.95263671875}, {"start": 1708.79, "end": 1709.25, "word": " subject", "probability": 0.5849609375}, {"start": 1709.25, "end": 1710.31, "word": " unless", "probability": 0.472412109375}, {"start": 1710.31, "end": 1710.65, "word": " he", "probability": 0.9443359375}, {"start": 1710.65, "end": 1710.81, "word": " is", "probability": 0.86474609375}, {"start": 1710.81, "end": 1711.01, "word": " going", "probability": 0.9462890625}, {"start": 1711.01, "end": 1711.17, "word": " to", "probability": 0.9677734375}, {"start": 1711.17, "end": 1711.49, "word": " answer", "probability": 0.953125}, {"start": 1711.49, "end": 1711.73, "word": " two", "probability": 0.82861328125}, {"start": 1711.73, "end": 1712.21, "word": " questions.", "probability": 0.93994140625}, {"start": 1713.61, "end": 1714.03, "word": " Question", "probability": 0.5087890625}, {"start": 1714.03, "end": 1714.37, "word": " number", "probability": 0.81005859375}, {"start": 1714.37, "end": 1714.71, "word": " one,", "probability": 0.8583984375}, {"start": 1715.47, "end": 1715.83, "word": " what's", "probability": 0.785888671875}, {"start": 1715.83, "end": 1716.03, "word": " your", "probability": 0.904296875}, {"start": 1716.03, "end": 1716.59, "word": " interests?", "probability": 0.55029296875}, {"start": 1718.83, "end": 1719.47, "word": " And", "probability": 0.82568359375}, {"start": 1719.47, "end": 1719.87, "word": " what's", "probability": 0.9423828125}, {"start": 1719.87, "end": 1720.23, "word": " mine?", "probability": 0.87841796875}], "temperature": 1.0}, {"id": 64, "seek": 175183, "start": 1723.97, "end": 1751.83, "text": " And question number two, are these interests aligned, matched? If the answer is yes, then we are talking about strategic accounts. If the answer is no, then we are not talking about strategic accounts. But this is the experience which are set by what? By executives who used to manage for several years strategic account programs in companies.", "tokens": [400, 1168, 1230, 732, 11, 366, 613, 8847, 17962, 11, 21447, 30, 759, 264, 1867, 307, 2086, 11, 550, 321, 366, 1417, 466, 10924, 9402, 13, 759, 264, 1867, 307, 572, 11, 550, 321, 366, 406, 1417, 466, 10924, 9402, 13, 583, 341, 307, 264, 1752, 597, 366, 992, 538, 437, 30, 3146, 28485, 567, 1143, 281, 3067, 337, 2940, 924, 10924, 2696, 4268, 294, 3431, 13], "avg_logprob": -0.23988970391014042, "compression_ratio": 1.7731958762886597, "no_speech_prob": 0.0, "words": [{"start": 1723.97, "end": 1724.21, "word": " And", "probability": 0.2265625}, {"start": 1724.21, "end": 1724.49, "word": " question", "probability": 0.80908203125}, {"start": 1724.49, "end": 1724.79, "word": " number", "probability": 0.85302734375}, {"start": 1724.79, "end": 1725.13, "word": " two,", "probability": 0.71240234375}, {"start": 1726.67, "end": 1727.05, "word": " are", "probability": 0.775390625}, {"start": 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"word": " strategic", "probability": 0.75732421875}, {"start": 1750.35, "end": 1750.71, "word": " account", "probability": 0.54736328125}, {"start": 1750.71, "end": 1751.21, "word": " programs", "probability": 0.7939453125}, {"start": 1751.21, "end": 1751.53, "word": " in", "probability": 0.779296875}, {"start": 1751.53, "end": 1751.83, "word": " companies.", "probability": 0.210693359375}], "temperature": 1.0}, {"id": 65, "seek": 177892, "start": 1753.48, "end": 1778.92, "text": " Also they are saying the best strategic accounts are willing to open the door, allow us to help them, there is an ongoing invitation, there is a continuous invitation to bring expertise into their own companies or firms or work or whatever. So these are the characteristics by which we can predict if we are going to create strategic accounts or not. Any question or comment so far?", "tokens": [2743, 436, 366, 1566, 264, 1151, 10924, 9402, 366, 4950, 281, 1269, 264, 2853, 11, 2089, 505, 281, 854, 552, 11, 456, 307, 364, 10452, 17890, 11, 456, 307, 257, 10957, 17890, 281, 1565, 11769, 666, 641, 1065, 3431, 420, 18055, 420, 589, 420, 2035, 13, 407, 613, 366, 264, 10891, 538, 597, 321, 393, 6069, 498, 321, 366, 516, 281, 1884, 10924, 9402, 420, 406, 13, 2639, 1168, 420, 2871, 370, 1400, 30], "avg_logprob": -0.18541666825612385, "compression_ratio": 1.6946902654867257, "no_speech_prob": 0.0, "words": [{"start": 1753.48, "end": 1753.92, "word": " Also", "probability": 0.44921875}, {"start": 1753.92, "end": 1754.08, "word": " they", "probability": 0.55810546875}, {"start": 1754.08, "end": 1754.22, "word": " are", "probability": 0.86328125}, {"start": 1754.22, "end": 1754.64, "word": " saying", "probability": 0.9033203125}, {"start": 1754.64, "end": 1755.1, "word": " the", "probability": 0.39013671875}, {"start": 1755.1, "end": 1755.34, 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When these statistics or some of the surveys were distributed to many sales agencies which are having departments of strategic account programs. The first question which were asked, are training programs for the strategic account manager different?", "tokens": [14242, 322, 11, 586, 718, 311, 2408, 493, 527, 1508, 538, 512, 12523, 13, 1133, 613, 12523, 420, 512, 295, 264, 22711, 645, 12631, 281, 867, 5763, 9504, 597, 366, 1419, 15326, 295, 10924, 2696, 4268, 13, 440, 700, 1168, 597, 645, 2351, 11, 366, 3097, 4268, 337, 264, 10924, 2696, 6598, 819, 30], "avg_logprob": -0.21008523052388972, "compression_ratio": 1.5824742268041236, "no_speech_prob": 0.0, "words": [{"start": 1780.82, "end": 1781.18, "word": " Moving", "probability": 0.30517578125}, {"start": 1781.18, "end": 1781.68, "word": " on,", "probability": 0.82080078125}, {"start": 1782.14, "end": 1782.46, "word": " now", "probability": 0.7275390625}, {"start": 1782.46, "end": 1782.82, "word": " let's", "probability": 0.858642578125}, {"start": 1782.82, "end": 1783.04, "word": " sum", "probability": 0.92919921875}, {"start": 1783.04, "end": 1783.32, "word": " up", 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"probability": 0.85546875}, {"start": 1803.84, "end": 1804.06, "word": " for", "probability": 0.94482421875}, {"start": 1804.06, "end": 1804.22, "word": " the", "probability": 0.8193359375}, {"start": 1804.22, "end": 1804.48, "word": " strategic", "probability": 0.89794921875}, {"start": 1804.48, "end": 1804.78, "word": " account", "probability": 0.92919921875}, {"start": 1804.78, "end": 1805.08, "word": " manager", "probability": 0.79541015625}, {"start": 1805.08, "end": 1805.46, "word": " different?", "probability": 0.86376953125}], "temperature": 1.0}, {"id": 67, "seek": 182539, "start": 1806.77, "end": 1825.39, "text": " if you are going to look at the answers about 37 they said we are providing training for strategic accounts this training is different 26% said there isn't any difference in the training and 37 said different training for strategic account managers", "tokens": [498, 291, 366, 516, 281, 574, 412, 264, 6338, 466, 13435, 436, 848, 321, 366, 6530, 3097, 337, 10924, 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Why we are talking about different results? Simply because there are individual differences among sales agencies and organizations regarding financial capacity, regarding belief in the importance of training, and so on and so on. Another question in the survey was, do your strategic account managers carry an assigned sales quota?", "tokens": [407, 321, 366, 1417, 466, 819, 3542, 13, 1545, 321, 366, 1417, 466, 819, 3542, 30, 19596, 570, 456, 366, 2609, 7300, 3654, 5763, 9504, 293, 6150, 8595, 4669, 6042, 11, 8595, 7107, 294, 264, 7379, 295, 3097, 11, 293, 370, 322, 293, 370, 322, 13, 3996, 1168, 294, 264, 8984, 390, 11, 360, 428, 10924, 2696, 14084, 3985, 364, 13279, 5763, 45171, 30], "avg_logprob": -0.1811298076923077, "compression_ratio": 1.7201834862385321, "no_speech_prob": 0.0, "words": [{"start": 1826.63, "end": 1826.91, "word": " So", "probability": 0.57421875}, {"start": 1826.91, "end": 1827.05, "word": " we", "probability": 0.55322265625}, {"start": 1827.05, "end": 1827.15, "word": " are", "probability": 0.84765625}, {"start": 1827.15, "end": 1827.41, "word": " talking", "probability": 0.8505859375}, {"start": 1827.41, "end": 1827.71, "word": " about", "probability": 0.8916015625}, {"start": 1827.71, 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If you are going to find that 68% the majority they are saying yes. 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Independently regarding the implementation of work. By this we are saying bye bye and next time we are going to finalize chapter number 6 and inshallah next week we will begin with chapter number 7. 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Today, inshallah, we are going + +2 +00:00:24,930 --> 00:00:27,370 +to continue talking about what we started last + +3 +00:00:27,370 --> 00:00:30,690 +time regarding the second phase of interaction + +4 +00:00:30,690 --> 00:00:36,390 +between the customer and the salesperson. Now, in + +5 +00:00:36,390 --> 00:00:38,210 +today's class, we are going to talk about various + +6 +00:00:38,210 --> 00:00:40,690 +things. Number one, we are going to talk about the + +7 +00:00:40,690 --> 00:00:44,260 +process or the stage of questioning. If you are + +8 +00:00:44,260 --> 00:00:47,040 +going to ask why we are going to talk about + +9 +00:00:47,040 --> 00:00:49,860 +questioning, because questioning is considered to + +10 +00:00:49,860 --> 00:00:51,720 +be the tool of collecting data and information. + +11 +00:00:52,600 --> 00:00:57,100 +Data and information from whom? Our own customers. + +12 +00:00:57,940 --> 00:01:00,380 +Therefore, we should prepare ourselves as a + +13 +00:01:00,380 --> 00:01:03,460 +salesperson, and we should formulate a series of + +14 +00:01:03,460 --> 00:01:06,400 +questions through which we can collect enough + +15 +00:01:06,400 --> 00:01:12,470 +information and data about the needs, and about + +16 +00:01:12,470 --> 00:01:15,190 +the problems which our prospects are suffering + +17 +00:01:15,190 --> 00:01:19,230 +from. So in questioning, we are trying to discover + +18 +00:01:19,230 --> 00:01:24,210 +what customers perceive as needs naturally, involves + +19 +00:01:24,210 --> 00:01:26,450 +asking questions and actively listening to the + +20 +00:01:26,450 --> 00:01:30,410 +customers' responses. So under questioning, we are + +21 +00:01:30,410 --> 00:01:33,790 +talking about sub-skills. Skill number one, to + +22 +00:01:33,790 --> 00:01:37,070 +draft a good question in a very polite way. And + +23 +00:01:37,070 --> 00:01:39,730 +skill number two, to listen attentively to the + +24 +00:01:39,730 --> 00:01:44,560 +customers. So, note asking questions in a way + +25 +00:01:44,560 --> 00:01:47,440 +that does not irritate customers and helps them to + +26 +00:01:47,440 --> 00:01:51,080 +better understand their own needs. As we said more + +27 +00:01:51,080 --> 00:01:54,300 +than once, sometimes some of the persons, some of + +28 +00:01:54,300 --> 00:01:57,020 +our prospects, they might not be aware of their + +29 +00:01:57,020 --> 00:02:01,640 +own exact needs or troubles or problems. Now, if + +30 +00:02:01,640 --> 00:02:03,220 +we are going to talk about the format of + +31 +00:02:03,220 --> 00:02:05,660 +questions, generally we are talking about two + +32 +00:02:05,660 --> 00:02:08,900 +kinds of format. Number one, closed-ended + +33 +00:02:08,900 --> 00:02:12,100 +questions, and number two, open-ended questions. + +34 +00:02:12,300 --> 00:02:15,600 +Now, the closed-ended questions, it is reminiscent + +35 +00:02:15,600 --> 00:02:20,380 +of yes-no answers. So, we are referring to + +36 +00:02:20,380 --> 00:02:22,060 +the questions which are going to begin with + +37 +00:02:22,060 --> 00:02:25,540 +auxiliary verbs. Auxiliary verbs like what? Like for + +38 +00:02:25,540 --> 00:02:28,240 +example, can, could, + +39 +00:02:30,870 --> 00:02:37,150 +does, did, have, had, and so on. So all the + +40 +00:02:37,150 --> 00:02:39,330 +questions which are going to begin with + +41 +00:02:39,330 --> 00:02:42,030 +auxiliary verbs, their answer is going to be yes or + +42 +00:02:42,030 --> 00:02:46,250 +no. This is one or this is the first format of the + +43 +00:02:46,250 --> 00:02:49,030 +question. Are we talking about another one? Yes. + +44 +00:02:49,810 --> 00:02:53,560 +We are talking about the open-ended question. In + +45 +00:02:53,560 --> 00:02:56,720 +the open-ended questions, we are formatting or + +46 +00:02:56,720 --> 00:03:03,560 +structuring a question using WH-questions. All the + +47 +00:03:03,560 --> 00:03:08,000 +WH-questions, they require what? Open answers. Open + +48 +00:03:08,000 --> 00:03:12,640 +answers. This is the meaning of open-ended. So the + +49 +00:03:12,640 --> 00:03:15,300 +open-ended questions, we are referring to a + +50 +00:03:15,300 --> 00:03:20,120 +question which is going to begin with WH. WH + +51 +00:03:20,120 --> 00:03:25,070 +questions. So open-ended questions cannot + +52 +00:03:25,070 --> 00:03:28,630 +be answered by yes or no, but the answer of yes or + +53 +00:03:28,630 --> 00:03:32,830 +no can be given for the closed-ended, and are used + +54 +00:03:32,830 --> 00:03:36,090 +to identify a topic. So if you would like to + +55 +00:03:36,090 --> 00:03:40,170 +identify something, this means our response is + +56 +00:03:40,170 --> 00:03:43,590 +going to be elaborative and illustrative. What + +57 +00:03:43,590 --> 00:03:45,750 +does it mean illustrative? From the verb + +58 +00:03:45,750 --> 00:03:50,890 +illustrate, clarify, elaborate. Detailed. Exactly, + +59 +00:03:51,010 --> 00:03:56,580 +detailed. Okay, now this is the format by which we + +60 +00:03:56,580 --> 00:04:00,340 +can use questions as a salesperson whenever we are + +61 +00:04:00,340 --> 00:04:02,600 +going to collect information and data from our own + +62 +00:04:02,600 --> 00:04:07,680 +prospects. Listen, now if we are going to talk + +63 +00:04:07,680 --> 00:04:10,040 +about the following scenarios, beginning from + +64 +00:04:10,040 --> 00:04:13,540 +permission and ending with checking, let's have an + +65 +00:04:13,540 --> 00:04:16,860 +idea about what is the most appropriate format of + +66 +00:04:16,860 --> 00:04:21,370 +questions. Generally, this is used also by us in + +67 +00:04:21,370 --> 00:04:24,250 +our daily personal life. If you would like to get + +68 +00:04:24,250 --> 00:04:25,990 +permission from your instructor, from your + +69 +00:04:25,990 --> 00:04:28,870 +teacher, from your father or from your mother, all + +70 +00:04:28,870 --> 00:04:31,410 +the time we are going to begin formatting our + +71 +00:04:31,410 --> 00:04:35,110 +request or demand with a yes or no question, or closed- + +72 +00:04:35,110 --> 00:04:39,050 +ended questions, like, "May I ask you a question + +73 +00:04:39,050 --> 00:04:43,550 +about...?" So whenever we would like to have a + +74 +00:04:43,550 --> 00:04:46,530 +permission to do something, our formatting of the + +75 +00:04:46,530 --> 00:04:52,070 +question is going to be closed-ended. We use this + +76 +00:04:52,070 --> 00:04:55,430 +auxiliary verb which is called "May" because according to + +77 +00:04:55,430 --> 00:04:58,490 +English linguistics, the word "May" is + +78 +00:04:58,490 --> 00:05:02,450 +expressing the most polite format whenever we + +79 +00:05:02,450 --> 00:05:05,610 +would like to demand or ask for something. It is + +80 +00:05:05,610 --> 00:05:11,170 +more polite than the use of "can" or "have" or "will" or + +81 +00:05:11,170 --> 00:05:17,130 +whatever. So "May" is considered to be the most + +82 +00:05:17,130 --> 00:05:21,310 +polite instruction. If the salesperson would like + +83 +00:05:21,310 --> 00:05:25,750 +to collect information about facts, if he or she + +84 +00:05:25,750 --> 00:05:28,470 +would like to collect facts, this means this + +85 +00:05:28,470 --> 00:05:33,240 +salesperson can use open-ended answers. So, if we + +86 +00:05:33,240 --> 00:05:35,640 +are going to use open-ended answers, this means we + +87 +00:05:35,640 --> 00:05:39,620 +are going to use WH-questions. If the + +88 +00:05:39,620 --> 00:05:41,780 +salesperson would like to collect information + +89 +00:05:41,780 --> 00:05:45,540 +about the feeling or the concerns or the emotions + +90 +00:05:45,540 --> 00:05:48,220 +of the prospects, once again, we are going to use + +91 +00:05:48,220 --> 00:05:51,280 +something called open-ended answers. So, we will + +92 +00:05:51,280 --> 00:05:56,270 +repeat the same thing. The final thing here we + +93 +00:05:56,270 --> 00:05:58,930 +are talking about checking. What we are referring + +94 +00:05:58,930 --> 00:06:02,650 +to by checking, this means we would like to check if + +95 +00:06:02,650 --> 00:06:06,330 +we understand what the message or the + +96 +00:06:06,330 --> 00:06:09,870 +concern of our customer is. If we would like to be + +97 +00:06:09,870 --> 00:06:12,130 +sure that we are understanding them carefully and + +98 +00:06:12,130 --> 00:06:15,170 +correctly, once again we can use closed-ended + +99 +00:06:15,170 --> 00:06:20,870 +questions. So with checking we are using closed- + +100 +00:06:20,870 --> 00:06:23,600 +ended questions. If you are going to read this + +101 +00:06:23,600 --> 00:06:26,800 +introduction, this introduction was summarized by..., + +102 +00:06:27,640 --> 00:06:33,360 +is that accurate? So the answer is going to be + +103 +00:06:33,360 --> 00:06:39,540 +yes. That's it. Any questions or comments about + +104 +00:06:39,540 --> 00:06:42,960 +this? So once again, let's repeat; here we are + +105 +00:06:42,960 --> 00:06:46,080 +referring to the linguistic patterns which sales + +106 +00:06:46,080 --> 00:06:48,340 +persons can use while they are trying to collect + +107 +00:06:48,340 --> 00:06:50,920 +data or information from their own customers. + +108 +00:06:51,600 --> 00:06:54,360 +These linguistic patterns, they are various. If + +109 +00:06:54,360 --> 00:06:57,060 +you are going to refer to permission, this means + +110 +00:06:57,060 --> 00:06:59,920 +we can use a closed-ended question or a yes-no + +111 +00:06:59,920 --> 00:07:03,090 +question. If we are going to talk about fact- + +112 +00:07:03,090 --> 00:07:05,230 +finding, feeling-finding, both of them, they are + +113 +00:07:05,230 --> 00:07:08,390 +using open-ended questions. Or finally if we are referring + +114 +00:07:08,390 --> 00:07:10,990 +to a checking situation, we might use, once again, + +115 +00:07:10,990 --> 00:07:15,950 +closed-ended questions. So this is a summary of + +116 +00:07:15,950 --> 00:07:20,250 +what we talked about so far. By the summary or + +117 +00:07:20,250 --> 00:07:22,510 +through this summary, we can conclude the + +118 +00:07:22,510 --> 00:07:27,210 +following information. In a checking question, + +119 +00:07:27,810 --> 00:07:31,110 +both of them they are using what? Closed-ended + +120 +00:07:31,110 --> 00:07:31,590 +questions. + +121 +00:07:40,290 --> 00:07:43,350 +When we are referring to fact-finding and feeling- + +122 +00:07:43,350 --> 00:07:46,530 +finding, both of them are using open-ended questions. + +123 +00:07:49,910 --> 00:07:53,470 +Open-ended questions. Any questions or comments about this? + +124 +00:07:54,650 --> 00:07:58,710 +Any questions? Any comments? Let's sum up. + +125 +00:07:59,770 --> 00:08:03,330 +Somebody might wonder why we have to diversify our + +126 +00:08:03,330 --> 00:08:05,330 +linguistic patterns while we are collecting data + +127 +00:08:05,330 --> 00:08:08,030 +and information from our customers. The answer is + +128 +00:08:08,030 --> 00:08:11,410 +simple. We have to be very cautious while we are + +129 +00:08:11,410 --> 00:08:14,630 +trying to elicit data from the customers. We + +130 +00:08:14,630 --> 00:08:17,750 +should not be seen as nagging persons. We should + +131 +00:08:17,750 --> 00:08:21,390 +not be seen as intruders. We should not be seen as + +132 +00:08:21,390 --> 00:08:25,950 +persons who are imposing ourselves on them. So, be + +133 +00:08:25,950 --> 00:08:32,170 +a light guest by diversifying polite linguistic + +134 +00:08:32,170 --> 00:08:37,610 +patterns. Okay? Moving on. Now, let's go on and talk + +135 +00:08:37,610 --> 00:08:41,750 +about another skill which is called advocating + +136 +00:08:41,750 --> 00:08:47,010 +skills. Listen here. Imagine somebody would like + +137 +00:08:47,010 --> 00:08:48,030 +to sell us a car. + +138 +00:08:52,220 --> 00:08:55,320 +During the interaction phase, what is going to + +139 +00:08:55,320 --> 00:08:58,340 +happen? We are going to talk about interaction, + +140 +00:08:58,900 --> 00:09:04,680 +which will connect two persons. Person number one + +141 +00:09:04,680 --> 00:09:09,300 +is the salesperson, and the second one is the + +142 +00:09:09,300 --> 00:09:14,280 +customer. Now listen, how the process of the + +143 +00:09:14,280 --> 00:09:16,860 +interaction will develop? It will be developed by + +144 +00:09:16,860 --> 00:09:19,400 +number one, the salesperson is going to make a + +145 +00:09:19,400 --> 00:09:23,990 +nice presentation. About what? About the product + +146 +00:09:23,990 --> 00:09:26,990 +which he or she would like to sell. Secondly, + +147 +00:09:26,990 --> 00:09:30,070 +he is going to address another thing + +148 +00:09:30,070 --> 00:09:32,970 +which is called addressing customer concerns, which + +149 +00:09:32,970 --> 00:09:40,750 +means responses to the questions of the customer. + +150 +00:09:43,650 --> 00:09:46,250 +If you are going to talk about step number one, + +151 +00:09:46,330 --> 00:09:48,410 +step number two, this is meaning + +152 +00:09:53,450 --> 00:09:58,850 +advocating skills. This is the advocating skill. First, I as + +153 +00:09:58,850 --> 00:10:01,470 +a salesperson, I must be articulate. I must be + +154 +00:10:01,470 --> 00:10:05,070 +able to present something good and nice about the + +155 +00:10:05,070 --> 00:10:07,030 +product or the service which I would like to sell. + +156 +00:10:07,970 --> 00:10:10,850 +And number two, I should listen attentively to any + +157 +00:10:10,850 --> 00:10:13,810 +questions that might be raised by the customer. + +158 +00:10:13,990 --> 00:10:16,830 +And later on, I must be able to answer them in a + +159 +00:10:16,830 --> 00:10:20,060 +very nice and good way. If you are going to + +160 +00:10:20,060 --> 00:10:22,380 +combine these two things, this means you are + +161 +00:10:22,380 --> 00:10:27,820 +mastering and exercising advocating skills. Clear? + +162 +00:10:29,300 --> 00:10:33,360 +Now, until now we are still facing + +163 +00:10:33,360 --> 00:10:39,200 +a challenge. Nothing from the sayings which we are + +164 +00:10:39,200 --> 00:10:42,320 +going to share might be believed or might be + +165 +00:10:42,320 --> 00:10:47,850 +taken for granted. In other words, we will still, + +166 +00:10:47,850 --> 00:10:50,350 +after we finalize these two steps, + +167 +00:10:51,110 --> 00:10:55,610 +some concerns in + +168 +00:10:55,610 --> 00:10:58,490 +the minds and hearts of the customers might + +169 +00:10:58,490 --> 00:11:03,470 +remain. In other words, the trust might not be + +170 +00:11:03,470 --> 00:11:05,490 +one hundred percent, the trust might not be + +171 +00:11:05,490 --> 00:11:12,870 +complete based on what the customer has heard from us. But + +172 +00:11:12,870 --> 00:11:16,490 +in this case, what are we going to do to improve + +173 +00:11:16,490 --> 00:11:19,850 +and demonstrate our credibility and our truthfulness? + +174 +00:11:20,750 --> 00:11:23,450 +We are going to depend on something called + +175 +00:11:23,450 --> 00:11:25,550 +evidence. + +176 +00:11:27,470 --> 00:11:31,150 +What's the meaning of evidence? Proof. We will + +177 +00:11:31,150 --> 00:11:33,430 +talk about it later. So let's sum up. + +178 +00:11:33,750 --> 00:11:36,210 +After discovering the customer's needs, advocating + +179 +00:11:36,210 --> 00:11:40,150 +skills start to work, which refers to the ability + +180 +00:11:40,150 --> 00:11:44,370 +to clearly and fully present a solution, present a + +181 +00:11:44,370 --> 00:11:48,230 +product or service that a customer can see helps + +182 +00:11:48,230 --> 00:11:51,710 +to address their needs. To utilize advocating + +183 +00:11:51,710 --> 00:11:54,290 +skills, two steps must be followed by you as a + +184 +00:11:54,290 --> 00:11:58,190 +salesperson. Number one, solution presentation, a + +185 +00:11:58,190 --> 00:12:00,970 +presentation about the product or service. Number + +186 +00:12:00,970 --> 00:12:03,490 +two, addressing customer concerns, which means + +187 +00:12:03,490 --> 00:12:07,910 +answering questions. How? Regarding the solution being + +188 +00:12:07,910 --> 00:12:12,490 +proposed. So let's go on now and talk about this + +189 +00:12:12,490 --> 00:12:16,550 +interaction. In the solution presentation, we have + +190 +00:12:16,550 --> 00:12:18,990 +to convince our own target group, our own + +191 +00:12:18,990 --> 00:12:22,550 +customers. How are we going to convince them? We + +192 +00:12:22,550 --> 00:12:25,430 +are going to convince them that all that we are + +193 +00:12:25,430 --> 00:12:29,690 +talking about is true and accurate. How? By + +194 +00:12:29,690 --> 00:12:32,750 +providing them with what we call evidence. + +195 +00:12:33,970 --> 00:12:36,770 +In other words, we have to demonstrate it. What + +196 +00:12:36,770 --> 00:12:39,850 +does it mean to demonstrate? To prove. What does it + +197 +00:12:39,850 --> 00:12:44,830 +mean to prove? Exactly. So it is a discussion of a + +198 +00:12:44,830 --> 00:12:47,250 +series + +223 +00:14:19,190 --> 00:14:25,730 +that this car can walk about 10 miles with one + +224 +00:14:25,730 --> 00:14:28,850 +liter or two liters of gas. This means we are + +225 +00:14:28,850 --> 00:14:31,690 +going to provide him or her with evidence. How? We + +226 +00:14:31,690 --> 00:14:34,230 +are going to tell him politely, please drive the + +227 +00:14:34,230 --> 00:14:38,390 +car yourself. Well, let's look at the switch. + +228 +00:14:39,230 --> 00:14:43,690 +Well, let's look at the mileage meter. If what we + +229 +00:14:43,690 --> 00:14:47,770 +said, he saw it or she saw it, then is this + +230 +00:14:47,770 --> 00:14:51,670 +evidence or an administrative example? Of course. Do + +231 +00:14:51,670 --> 00:14:54,550 +you think he's going to believe us? Of course. But + +232 +00:14:54,550 --> 00:14:57,250 +if the thing which we talked about was not + +233 +00:14:57,250 --> 00:15:02,130 +experimented with, or touched, or experienced by our prospect, + +234 +00:15:02,490 --> 00:15:04,270 +do you think he's going to believe and trust in + +235 +00:15:04,270 --> 00:15:09,140 +us? Of course not. Social persons should connect + +236 +00:15:09,140 --> 00:15:12,060 +what they are saying with evidence and + +237 +00:15:12,060 --> 00:15:16,120 +demonstrated proofs. Otherwise, our representation + +238 +00:15:16,120 --> 00:15:20,400 +will remain talking, and nothing which is talked + +239 +00:15:20,400 --> 00:15:25,980 +about can be believed directly or taken for granted. Any + +240 +00:15:25,980 --> 00:15:31,280 +questions or comments about this? Move, move. Now + +241 +00:15:31,280 --> 00:15:33,140 +let's talk about the types of customer + +242 +00:15:33,140 --> 00:15:37,430 +relationship. If we are talking about + +243 +00:15:37,430 --> 00:15:39,670 +demonstration, if we are talking about evidence, + +244 +00:15:40,610 --> 00:15:42,690 +these evidences and demonstrations are + +245 +00:15:42,690 --> 00:15:45,730 +various. Why are they various? They are various + +246 +00:15:45,730 --> 00:15:47,910 +because we are talking about different types of + +247 +00:15:47,910 --> 00:15:51,010 +sales relationships. This is reminding us of + +248 +00:15:51,010 --> 00:15:55,070 +what we covered last time, transactional sales, or + +249 +00:15:55,070 --> 00:15:58,890 +sales relationships, enterprise relationships, or + +250 +00:15:58,890 --> 00:16:02,350 +consultative relationships. So these three types, + +251 +00:16:03,010 --> 00:16:05,190 +all of them have different practices. + +252 +00:16:06,260 --> 00:16:08,560 +Different practices of what? Different practices + +253 +00:16:08,560 --> 00:16:11,640 +of the salespersons who are working according to + +254 +00:16:11,640 --> 00:16:14,340 +them. Well, this is very important. It's going to + +255 +00:16:14,340 --> 00:16:17,320 +be on the final. I'm going to explain it fully + +256 +00:16:17,320 --> 00:16:21,240 +later. But this is very important. Go on. + +257 +00:16:22,440 --> 00:16:25,660 +Any written sales proposal that we would like to + +258 +00:16:25,660 --> 00:16:30,440 +offer to our prospects to buy something. This + +259 +00:16:30,440 --> 00:16:34,580 +proposal should and must embody five dimensions of + +260 +00:16:34,580 --> 00:16:39,570 +quality. The five dimensions of quality are: 1. + +261 +00:16:40,130 --> 00:16:45,530 +Reliability 2. Assurance 3. Tangibility 4. Empathy + +262 +00:16:45,530 --> 00:16:52,210 +5. Responsiveness. Our written proposal must be + +263 +00:16:52,210 --> 00:16:55,810 +reliable; it must identify solutions to + +264 +00:16:55,810 --> 00:16:59,280 +achieve prospects' needs or address their problems. When we are + +265 +00:16:59,280 --> 00:17:02,520 +saying assurance, we must be able to build trust + +266 +00:17:02,520 --> 00:17:05,260 +and confidence in our ability to deliver, + +267 +00:17:05,440 --> 00:17:09,540 +implement, and produce benefits. So any benefits + +268 +00:17:09,540 --> 00:17:13,760 +which we are going to promise, or say, or offer in + +269 +00:17:13,760 --> 00:17:18,380 +our presentation, should be documented in a + +270 +00:17:18,380 --> 00:17:19,140 +written proposal. + +271 +00:17:23,890 --> 00:17:27,810 +Third, Tangibles. In other words, this written + +272 +00:17:27,810 --> 00:17:30,210 +proposal should enhance and support our message. + +273 +00:17:30,930 --> 00:17:31,730 +Message of what? + +274 +00:17:36,410 --> 00:17:41,770 +Exactly, the sales presentation. Fourth, Empathy. + +275 +00:17:41,990 --> 00:17:47,170 +Which means we should show our prospect that we + +276 +00:17:47,170 --> 00:17:52,090 +are sympathizing with him or her. How? By confirming + +277 +00:17:52,090 --> 00:17:54,410 +our understanding of the prospect's business and + +278 +00:17:54,410 --> 00:17:59,210 +needs. And this is an expression of sympathy, an + +279 +00:17:59,210 --> 00:18:02,850 +expression of empathy. And finally, the written + +280 +00:18:02,850 --> 00:18:05,790 +proposal should be responsive. When we are saying + +281 +00:18:05,790 --> 00:18:11,670 +responsive, we are referring to + +282 +00:18:11,670 --> 00:18:13,350 +deadlines. What's the meaning of deadlines? + +283 +00:18:16,930 --> 00:18:20,650 +Exactly. Imagine Hanin is one of our prospects and + +284 +00:18:20,650 --> 00:18:24,890 +today is November 7th. And she said + +285 +00:18:24,890 --> 00:18:27,270 +I would like to have this X product. I hope you + +286 +00:18:27,270 --> 00:18:32,970 +will deliver it by November 8th. If + +287 +00:18:32,970 --> 00:18:36,410 +she needs it by November 8th, this means it must be + +288 +00:18:36,410 --> 00:18:40,170 +delivered to her by November 8th. Can we deliver it + +289 +00:18:40,170 --> 00:18:43,650 +on November 9th? If you are going to deliver it + +290 +00:18:43,650 --> 00:18:47,710 +after November 8th, this means you are not + +291 +00:18:47,710 --> 00:18:51,430 +responsive. So responsiveness means developing + +292 +00:18:51,430 --> 00:18:56,490 +proposals in a timely manner. Time matters. So + +293 +00:18:56,490 --> 00:18:59,910 +these are the five quality dimensions which + +294 +00:18:59,910 --> 00:19:02,130 +should be seen vividly and clearly by the + +295 +00:19:02,130 --> 00:19:04,990 +prospects whenever they are going to skim or read + +296 +00:19:04,990 --> 00:19:09,790 +our offered written proposal. Any question or + +297 +00:19:09,790 --> 00:19:13,110 +comments about this? Clear? Let's conclude the + +298 +00:19:13,110 --> 00:19:15,930 +class. This is what I have just + +299 +00:19:15,930 --> 00:19:19,210 +talked about, and as we said, it's very important. + +300 +00:19:19,810 --> 00:19:23,890 +Now let's look at the practices under the + +301 +00:19:23,890 --> 00:19:27,310 +transactional relationship and under the + +302 +00:19:27,310 --> 00:19:30,870 +consultative and enterprise relationships. You are + +303 +00:19:30,870 --> 00:19:33,490 +going to find that these practices are different, + +304 +00:19:33,630 --> 00:19:37,810 +completely different. The salesperson, under the + +305 +00:19:37,810 --> 00:19:41,250 +transactional relationship, in how he is behaving and + +306 +00:19:41,250 --> 00:19:44,470 +acting, is saying, I'm going to focus on + +307 +00:19:44,470 --> 00:19:49,450 +closing this transaction, which means priority + +308 +00:19:49,450 --> 00:19:53,350 +number one is to finalize this transaction. This + +309 +00:19:53,350 --> 00:19:57,890 +is the priority. Afterward, if the customer or the + +310 +00:19:57,890 --> 00:20:00,350 +prospect is going to be satisfied or dissatisfied, + +311 +00:20:00,690 --> 00:20:05,870 +I do not care. This is how or this is where. This + +312 +00:20:05,870 --> 00:20:09,230 +is according to the ideology of a transactional + +313 +00:20:09,230 --> 00:20:13,830 +relationship. But the salesperson in + +314 +00:20:13,830 --> 00:20:17,150 +a consultative and enterprise relationship, they + +315 +00:20:17,150 --> 00:20:20,570 +are saying our focus should be on the customer's + +316 +00:20:20,570 --> 00:20:24,890 +bottom line. So the customer's bottom line means + +317 +00:20:24,890 --> 00:20:28,730 +the customer is the base of our work as a sales agency. + +318 +00:20:30,280 --> 00:20:33,700 +Therefore, their satisfaction or dissatisfaction is + +319 +00:20:33,700 --> 00:20:36,840 +something crucial, and we should ensure their + +320 +00:20:36,840 --> 00:20:40,960 +satisfaction at all times, even if this is going + +321 +00:20:40,960 --> 00:20:45,140 +to be at the expense of not making a successful + +322 +00:20:45,140 --> 00:20:50,080 +sales transaction, even if this is going to be at + +323 +00:20:50,080 --> 00:20:53,360 +the expense of not making or conducting a + +324 +00:20:53,360 --> 00:20:58,590 +successful sales transaction. Clear? A second + +325 +00:20:58,590 --> 00:21:00,770 +difference in practices: the salesperson + +326 +00:21:00,770 --> 00:21:03,990 +in a transactional relationship, they + +327 +00:21:03,990 --> 00:21:07,070 +have limited call planning investment. If + +328 +00:21:07,070 --> 00:21:09,210 +they are going to have a limited call planning + +329 +00:21:09,210 --> 00:21:14,250 +investment, their data, their information about + +330 +00:21:14,250 --> 00:21:18,230 +their customers and prospects is very limited. So + +331 +00:21:18,230 --> 00:21:20,410 +if everything is limited, this means we cannot + +332 +00:21:20,410 --> 00:21:26,110 +make a good needs assessment of our own + +333 +00:21:26,110 --> 00:21:27,390 +customers. + +334 +00:21:29,300 --> 00:21:32,360 +But on the other hand, the people who are working + +335 +00:21:32,360 --> 00:21:35,140 +in consultative and enterprise + +336 +00:21:35,140 --> 00:21:38,780 +relationships, they are doing very good and extensive + +337 +00:21:38,780 --> 00:21:41,520 +research, whereby they can consider call + +338 +00:21:41,520 --> 00:21:44,540 +planning as a top priority. If it is a top + +339 +00:21:44,540 --> 00:21:47,760 +priority, this means the amount of data, the + +340 +00:21:47,760 --> 00:21:51,480 +amount of information is going to be huge. This is + +341 +00:21:51,480 --> 00:21:53,680 +going to provide us with a good understanding of how to + +342 +00:21:53,680 --> 00:21:56,540 +approach our prospect. What does approach mean? + +343 +00:21:57,970 --> 00:22:02,190 +How to reach our prospect. So the approach to the + +344 +00:22:02,190 --> 00:22:05,230 +prospect in transactional sales, they + +345 +00:22:05,230 --> 00:22:07,210 +are adopting the approach known as the lone + +346 +00:22:07,210 --> 00:22:10,590 +wolf. What is the meaning of lone wolf? If the + +347 +00:22:10,590 --> 00:22:13,810 +wolf wants to hunt down one of the sheep, he + +348 +00:22:13,810 --> 00:22:17,270 +will be an opportunist. So if this sheep is + +349 +00:22:17,270 --> 00:22:21,110 +going to be isolated from the team, the wolf will + +350 +00:22:21,110 --> 00:22:24,130 +come and hurry and try to catch it and isolate it. + +351 +00:22:24,800 --> 00:22:28,560 +The same opportunistic style is used by the + +352 +00:22:28,560 --> 00:22:31,640 +salespeople who are working under transactional + +353 +00:22:31,640 --> 00:22:38,240 +sales. But here, the team, or the people, or the + +354 +00:22:38,240 --> 00:22:40,140 +salespeople who are working under consultative + +355 +00:22:40,140 --> 00:22:42,320 +and enterprise relationships, they are looking at the + +356 +00:22:42,320 --> 00:22:46,620 +prospect as one of the members of the team. We + +357 +00:22:46,620 --> 00:22:50,720 +cannot sacrifice any member of our team. We + +358 +00:22:50,720 --> 00:22:54,300 +cannot cheat them. We cannot deceive them. + +359 +00:22:55,870 --> 00:22:57,770 +This is the meaning of a team approach to the + +360 +00:22:57,770 --> 00:23:00,550 +account, in a consultative or + +361 +00:23:00,550 --> 00:23:05,990 +enterprise relationship. Also, the people who are + +362 +00:23:05,990 --> 00:23:09,410 +working in transactional sales, they are + +363 +00:23:09,410 --> 00:23:11,670 +going to spend more of their time talking about the + +364 +00:23:11,670 --> 00:23:11,970 +product. + +365 +00:23:14,750 --> 00:23:17,030 +So the presentation we have just talked + +366 +00:23:17,030 --> 00:23:19,730 +about, more than 90% of the time of the + +367 +00:23:19,730 --> 00:23:22,790 +presentation will focus on the product that we + +368 +00:23:22,790 --> 00:23:27,790 +have on our shelves in our stores. But here, most + +369 +00:23:27,790 --> 00:23:30,190 +of their time, they will try to diagnose this + +370 +00:23:30,190 --> 00:23:32,690 +problem-solving environment. So they might listen more than talk + +371 +00:23:32,690 --> 00:23:36,490 +by formulating questions, which we have + +372 +00:23:36,490 --> 00:23:41,670 +just explained. Now, if you are going to talk + +373 +00:23:41,670 --> 00:23:45,470 +about a product, it means sending people proposals and + +374 +00:23:45,470 --> 00:23:50,850 +presentations based on pricing and product + +375 +00:23:50,850 --> 00:23:54,590 +features. So are we going to focus on, or are we going + +376 +00:23:54,590 --> 00:24:00,200 +to mention more than once something relating to + +377 +00:24:00,200 --> 00:24:03,060 +the price of the product or something related to + +378 +00:24:03,060 --> 00:24:05,400 +its features or characteristics? But here, + +379 +00:24:09,020 --> 00:24:11,640 +proposals and presentations are based on the profit impact + +380 +00:24:11,640 --> 00:24:15,180 +and strategic benefits. The strategic benefits + +381 +00:24:15,180 --> 00:24:18,080 +that will be attained by our customer. We will + +382 +00:24:18,080 --> 00:24:21,120 +get the profit as salespeople and this positive + +383 +00:24:21,120 --> 00:24:26,530 +impact will be realized by our prospect. So we will + +384 +00:24:26,530 --> 00:24:29,290 +get the profit as a sales agency and this positive + +385 +00:24:29,290 --> 00:24:32,670 +impact will be realized by our prospect under the + +386 +00:24:32,670 --> 00:24:36,930 +umbrella of what we call strategic benefits. So if + +387 +00:24:36,930 --> 00:24:39,870 +this is the scenario, we are going to have a + +388 +00:24:39,870 --> 00:24:42,390 +short-term relationship versus a long-term relationship. So these are the major + +389 +00:24:42,390 --> 00:24:46,100 +differences between the practices of the + +390 +00:24:46,100 --> 00:24:48,980 +salespeople under transactional relationships and + +391 +00:24:48,980 --> 00:24:53,100 +practices under consultative and enterprise + +392 +00:24:53,100 --> 00:24:56,880 +relationships. So this is very, very important. It + +393 +00:24:56,880 --> 00:25:01,000 +will be on the final. Any question? Any + +394 +00:25:01,000 --> 00:25:05,180 +comments about this? Any question? Any comments? + +395 +00:25:05,180 --> 00:25:08,840 +Okay. Now, I'm going to stop here. This class is + +396 +00:25:10,700 --> 00:25:15,130 +short because of your exams. Next time, + +397 +00:25:15,130 --> 00:25:17,870 +InshaAllah, we are going to meet on Monday. Any + +398 +00:25:17,930 --> 00:25:21,110 +question, any comments about this? See you. Thank + +399 +00:25:21,110 --> 00:25:24,410 +you very much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/dfJ8pw61f7Y_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/dfJ8pw61f7Y_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..8c035b75c0d4d307331d5bb9c5dd112b26f94636 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/dfJ8pw61f7Y_postprocess.srt @@ -0,0 +1,1604 @@ +1 +00:00:21,110 --> 00:00:24,930 +Okay, good morning. Today, inshallah, we are going + +2 +00:00:24,930 --> 00:00:27,370 +to continue talking about what we started last + +3 +00:00:27,370 --> 00:00:30,690 +time regarding the second phase of interaction + +4 +00:00:30,690 --> 00:00:36,390 +between the customer and the salesperson. Now, in + +5 +00:00:36,390 --> 00:00:38,210 +today's class, we are going to talk about various + +6 +00:00:38,210 --> 00:00:40,690 +things. Number one, we are going to talk about the + +7 +00:00:40,690 --> 00:00:44,260 +process or the stage of questioning If you are + +8 +00:00:44,260 --> 00:00:47,040 +going to ask why we are going to talk about + +9 +00:00:47,040 --> 00:00:49,860 +questioning, because questioning is considered to + +10 +00:00:49,860 --> 00:00:51,720 +be the tool of collecting data and information. + +11 +00:00:52,600 --> 00:00:57,100 +Data and information from whom? Our own customers. + +12 +00:00:57,940 --> 00:01:00,380 +Therefore, we should prepare ourselves as a + +13 +00:01:00,380 --> 00:01:03,460 +salesperson and we should formulate a series of + +14 +00:01:03,460 --> 00:01:06,400 +questions through which we can collect enough + +15 +00:01:06,400 --> 00:01:12,470 +information and data about the needs, and about + +16 +00:01:12,470 --> 00:01:15,190 +the problems which our prospects are suffering + +17 +00:01:15,190 --> 00:01:19,230 +from. So in questioning, we are trying to discover + +18 +00:01:19,230 --> 00:01:24,210 +what customers perceive needs naturally, involves + +19 +00:01:24,210 --> 00:01:26,450 +asking questions and actively listening to the + +20 +00:01:26,450 --> 00:01:30,410 +customers' responses. So under questioning, we are + +21 +00:01:30,410 --> 00:01:33,790 +talking about sub skills. Skill number one, to + +22 +00:01:33,790 --> 00:01:37,070 +draft a good question in a very polite way. And + +23 +00:01:37,070 --> 00:01:39,730 +skill number two, to listen attentively to the + +24 +00:01:39,730 --> 00:01:44,560 +customers. So, note in asking questions in a way + +25 +00:01:44,560 --> 00:01:47,440 +that does not irritate customers and helps them to + +26 +00:01:47,440 --> 00:01:51,080 +better understand their own needs. As we said more + +27 +00:01:51,080 --> 00:01:54,300 +than once, sometimes some of the persons, some of + +28 +00:01:54,300 --> 00:01:57,020 +our prospects, they might not be aware of their + +29 +00:01:57,020 --> 00:02:01,640 +own exact needs or troubles or problems. Now, if + +30 +00:02:01,640 --> 00:02:03,220 +we are going to talk about the format of + +31 +00:02:03,220 --> 00:02:05,660 +questions, generally we are talking about two + +32 +00:02:05,660 --> 00:02:08,900 +kinds of format. Number one, closed-ended + +33 +00:02:08,900 --> 00:02:12,100 +questions, and number two, open-ended questions. + +34 +00:02:12,300 --> 00:02:15,600 +Now, the closed-ended questions, it is reminding + +35 +00:02:15,600 --> 00:02:20,380 +us with yes-no answers. So, we are referring to + +36 +00:02:20,380 --> 00:02:22,060 +the questions which are going to begin with + +37 +00:02:22,060 --> 00:02:25,540 +auxiliaries. Auxiliaries like what? Like for + +38 +00:02:25,540 --> 00:02:28,240 +example, can, could, + +39 +00:02:30,870 --> 00:02:37,150 +does, did, have, had and so on. So all the + +40 +00:02:37,150 --> 00:02:39,330 +questions which are going to begin with + +41 +00:02:39,330 --> 00:02:42,030 +auxiliaries, their answer is going to be yes or + +42 +00:02:42,030 --> 00:02:46,250 +no. This is one or this is the first format of the + +43 +00:02:46,250 --> 00:02:49,030 +question. Are we talking about another one? Yes. + +44 +00:02:49,810 --> 00:02:53,560 +We are talking about the open-ended question. In + +45 +00:02:53,560 --> 00:02:56,720 +the open-ended questions, we are formatting or + +46 +00:02:56,720 --> 00:03:03,560 +structuring a question using WH questions. All the + +47 +00:03:03,560 --> 00:03:08,000 +WH questions, they require what? Open answer. Open + +48 +00:03:08,000 --> 00:03:12,640 +answer. This is the meaning of open-ended. So the + +49 +00:03:12,640 --> 00:03:15,300 +open-ended questions, we are referring to a + +50 +00:03:15,300 --> 00:03:20,120 +question which is going to begin with WH. WH + +51 +00:03:20,120 --> 00:03:25,070 +questions. So in the open-ended questions cannot + +52 +00:03:25,070 --> 00:03:28,630 +be answered by yes or no, but the answer of yes or + +53 +00:03:28,630 --> 00:03:32,830 +no can be done for the closed-ended and are used + +54 +00:03:32,830 --> 00:03:36,090 +to identify a topic. So if you would like to + +55 +00:03:36,090 --> 00:03:40,170 +identify something, this means our response is + +56 +00:03:40,170 --> 00:03:43,590 +going to be elaborative and illustrative. What + +57 +00:03:43,590 --> 00:03:45,750 +does it mean illustrative? From the verb + +58 +00:03:45,750 --> 00:03:50,890 +illustrate, clarify, elaborate. Detailed. Exactly, + +59 +00:03:51,010 --> 00:03:56,580 +detailed. Okay, now this is the format by which we + +60 +00:03:56,580 --> 00:04:00,340 +can use questions as a salesperson whenever we are + +61 +00:04:00,340 --> 00:04:02,600 +going to collect information and data from our own + +62 +00:04:02,600 --> 00:04:07,680 +prospects. Listen, now if we are going to talk + +63 +00:04:07,680 --> 00:04:10,040 +about the following scenarios, beginning from + +64 +00:04:10,040 --> 00:04:13,540 +permission and ending by checking, let's have an + +65 +00:04:13,540 --> 00:04:16,860 +idea about what is the most appropriate format of + +66 +00:04:16,860 --> 00:04:21,370 +questions. Generally, this is used also by us in + +67 +00:04:21,370 --> 00:04:24,250 +our daily personal life. If you would like to get + +68 +00:04:24,250 --> 00:04:25,990 +a permission from your instructor, from your + +69 +00:04:25,990 --> 00:04:28,870 +teacher, from your father or from your mother, all + +70 +00:04:28,870 --> 00:04:31,410 +the time we are going to begin formatting our + +71 +00:04:31,410 --> 00:04:35,110 +request or demand by yes or no question or closed + +72 +00:04:35,110 --> 00:04:39,050 +-ended answers like, may I ask you a question + +73 +00:04:39,050 --> 00:04:43,550 +about So whenever we would like to have a + +74 +00:04:43,550 --> 00:04:46,530 +permission to do something, our formatting of the + +75 +00:04:46,530 --> 00:04:52,070 +question is going to be closed in. We used this + +76 +00:04:52,070 --> 00:04:55,430 +auxiliary which is called May because according to + +77 +00:04:55,430 --> 00:04:58,490 +the English linguistics, the word May is + +78 +00:04:58,490 --> 00:05:02,450 +expressing the most polite format whenever we + +79 +00:05:02,450 --> 00:05:05,610 +would like to demand or ask for something. It is + +80 +00:05:05,610 --> 00:05:11,170 +more polite than the use of can or have or well or + +81 +00:05:11,170 --> 00:05:17,130 +whatever. So may is considered to be the most + +82 +00:05:17,130 --> 00:05:21,310 +polite instruction. If the salesperson would like + +83 +00:05:21,310 --> 00:05:25,750 +to collect information about facts, if he or she + +84 +00:05:25,750 --> 00:05:28,470 +would like to collect facts, this means this + +85 +00:05:28,470 --> 00:05:33,240 +salesperson can use open-ended answers. So, if we + +86 +00:05:33,240 --> 00:05:35,640 +are going to use open-ended answers, this means we + +87 +00:05:35,640 --> 00:05:39,620 +are going to use the WHO questions. If the + +88 +00:05:39,620 --> 00:05:41,780 +salesperson would like to collect information + +89 +00:05:41,780 --> 00:05:45,540 +about the feeling or the concerns or the emotions + +90 +00:05:45,540 --> 00:05:48,220 +of the prospects, once again, we are going to use + +91 +00:05:48,220 --> 00:05:51,280 +something called open-ended answers. So, we will + +92 +00:05:51,280 --> 00:05:56,270 +repeat the same thing with The final thing here we + +93 +00:05:56,270 --> 00:05:58,930 +are talking about checking what we are referring + +94 +00:05:58,930 --> 00:06:02,650 +by checking this means we would like to check if + +95 +00:06:02,650 --> 00:06:06,330 +we are understand what is the message or the + +96 +00:06:06,330 --> 00:06:09,870 +concern of our customer if we would like to be + +97 +00:06:09,870 --> 00:06:12,130 +sure that we are understanding them carefully and + +98 +00:06:12,130 --> 00:06:15,170 +correctly once again we can use closed-ended + +99 +00:06:15,170 --> 00:06:20,870 +questions so with the checking we are using closed + +100 +00:06:20,870 --> 00:06:23,600 +-ended question If you are going to read this + +101 +00:06:23,600 --> 00:06:26,800 +introduction, this introduction was summarized by, + +102 +00:06:27,640 --> 00:06:33,360 +is that accurate? So the answer is going to be + +103 +00:06:33,360 --> 00:06:39,540 +exact. That's it. Any questions or comments about + +104 +00:06:39,540 --> 00:06:42,960 +this? So once again, let's repeat, here we are + +105 +00:06:42,960 --> 00:06:46,080 +referring to the linguistic patterns which sales + +106 +00:06:46,080 --> 00:06:48,340 +persons can use while they are trying to collect + +107 +00:06:48,340 --> 00:06:50,920 +data or information from their own customers. + +108 +00:06:51,600 --> 00:06:54,360 +These linguistic patterns, they are various. If + +109 +00:06:54,360 --> 00:06:57,060 +you are going to refer to permission, this means + +110 +00:06:57,060 --> 00:06:59,920 +we can use closed-ended question or yes-no + +111 +00:06:59,920 --> 00:07:03,090 +question. If we are going to talk about fact + +112 +00:07:03,090 --> 00:07:05,230 +finding, feeling finding, both of them they are + +113 +00:07:05,230 --> 00:07:08,390 +using open ended. Or finally if we are referring + +114 +00:07:08,390 --> 00:07:10,990 +to chicken situation, we might use once again + +115 +00:07:10,990 --> 00:07:15,950 +closed ended questions. So this is a summary for + +116 +00:07:15,950 --> 00:07:20,250 +what we talked about so far. By the summary or + +117 +00:07:20,250 --> 00:07:22,510 +through this summary, we can conclude the + +118 +00:07:22,510 --> 00:07:27,210 +following information and in a chicken question, + +119 +00:07:27,810 --> 00:07:31,110 +both of them they are using what? Closed-ended + +120 +00:07:31,110 --> 00:07:31,590 +question. + +121 +00:07:40,290 --> 00:07:43,350 +When we are referring to fact-finding and feeling + +122 +00:07:43,350 --> 00:07:46,530 +-finding, both of them are using open-ended. + +123 +00:07:49,910 --> 00:07:53,470 +Open-ended. Any questions or comments about this? + +124 +00:07:54,650 --> 00:07:58,710 +Any questions? Any comments? Let's sum up. + +125 +00:07:59,770 --> 00:08:03,330 +Somebody might wonder why we have to diversify our + +126 +00:08:03,330 --> 00:08:05,330 +linguistic patterns while we are collecting data + +127 +00:08:05,330 --> 00:08:08,030 +and information from our customers. The answer is + +128 +00:08:08,030 --> 00:08:11,410 +simple. We have to be very cautious while we are + +129 +00:08:11,410 --> 00:08:14,630 +trying to elicit data from the customers. We + +130 +00:08:14,630 --> 00:08:17,750 +should not be seen as nagging persons. We should + +131 +00:08:17,750 --> 00:08:21,390 +not be seen as intruders. We should not be seen as + +132 +00:08:21,390 --> 00:08:25,950 +persons who are imposing ourselves on them. So, be + +133 +00:08:25,950 --> 00:08:32,170 +a light guest by diversifying polite linguistic + +134 +00:08:32,170 --> 00:08:37,610 +patterns. Okay? Move on. Now, let's go on and talk + +135 +00:08:37,610 --> 00:08:41,750 +about another skill which is called advocating + +136 +00:08:41,750 --> 00:08:47,010 +skills. Listen here. Imagine somebody would like + +137 +00:08:47,010 --> 00:08:48,030 +to sell us a car. + +138 +00:08:52,220 --> 00:08:55,320 +During the interaction phase, what is going to + +139 +00:08:55,320 --> 00:08:58,340 +happen? We are going to talk about interaction, + +140 +00:08:58,900 --> 00:09:04,680 +which will connect two persons. Person number one + +141 +00:09:04,680 --> 00:09:09,300 +is salesperson, and the second one is the + +142 +00:09:09,300 --> 00:09:14,280 +customer. Now listen, how the process of the + +143 +00:09:14,280 --> 00:09:16,860 +interaction will develop? It will be developed by + +144 +00:09:16,860 --> 00:09:19,400 +number one, the salesperson is going to make a + +145 +00:09:19,400 --> 00:09:23,990 +nice presentation. About what? About the product + +146 +00:09:23,990 --> 00:09:26,990 +which he or she would like to sell. By second + +147 +00:09:26,990 --> 00:09:30,070 +procedure, he is going to talk about another thing + +148 +00:09:30,070 --> 00:09:32,970 +which is called customer concerns questions, which + +149 +00:09:32,970 --> 00:09:40,750 +means responses to the questions of the customer. + +150 +00:09:43,650 --> 00:09:46,250 +If you are going to talk about step number one, + +151 +00:09:46,330 --> 00:09:48,410 +step number two, this is meaning + +152 +00:09:53,450 --> 00:09:58,850 +Skills. This is the advocating skill. First, me as + +153 +00:09:58,850 --> 00:10:01,470 +a salesperson, I must be articulate. I must be + +154 +00:10:01,470 --> 00:10:05,070 +able to present something good and nice about the + +155 +00:10:05,070 --> 00:10:07,030 +product or the service which I would like to sell. + +156 +00:10:07,970 --> 00:10:10,850 +And number two, I should listen attentively to any + +157 +00:10:10,850 --> 00:10:13,810 +questions that might be raised up by the customer. + +158 +00:10:13,990 --> 00:10:16,830 +And later on, I must be able to answer them in a + +159 +00:10:16,830 --> 00:10:20,060 +very nice and good way. If you are going to + +160 +00:10:20,060 --> 00:10:22,380 +collect these two things, this means you are + +161 +00:10:22,380 --> 00:10:27,820 +mastering and exercising advocating skills. Clear? + +162 +00:10:29,300 --> 00:10:33,360 +Now, till now we are still suffering from + +163 +00:10:33,360 --> 00:10:39,200 +something. Nothing from the sayings which we are + +164 +00:10:39,200 --> 00:10:42,320 +going to listen to might be believed or might be + +165 +00:10:42,320 --> 00:10:47,850 +taken for granted. In other words, we will still + +166 +00:10:47,850 --> 00:10:50,350 +after we are going to finalize these two steps, + +167 +00:10:51,110 --> 00:10:55,610 +some of the concerns in + +168 +00:10:55,610 --> 00:10:58,490 +the mind and in the heart of the customers might + +169 +00:10:58,490 --> 00:11:03,470 +be sensitive. In other words, the trust might not + +170 +00:11:03,470 --> 00:11:05,490 +be one hundred percent, the trust might not be + +171 +00:11:05,490 --> 00:11:12,870 +complete from what customer listened from us. But + +172 +00:11:12,870 --> 00:11:16,490 +in this case, what we are going to do to improve + +173 +00:11:16,490 --> 00:11:19,850 +and to demonstrate our credibility and our truth. + +174 +00:11:20,750 --> 00:11:23,450 +We are going to depend on something called + +175 +00:11:23,450 --> 00:11:25,550 +evidences. + +176 +00:11:27,470 --> 00:11:31,150 +What's the meaning of evidences? Barahain. We will + +177 +00:11:31,150 --> 00:11:33,430 +talk about it after a while. So let's sum up. + +178 +00:11:33,750 --> 00:11:36,210 +After discovering the customer needs, advocating + +179 +00:11:36,210 --> 00:11:40,150 +skills start to work. which refers to the ability + +180 +00:11:40,150 --> 00:11:44,370 +to clearly and fully present a solution, present a + +181 +00:11:44,370 --> 00:11:48,230 +product or service that a customer can see helps + +182 +00:11:48,230 --> 00:11:51,710 +to address their needs. To do the advocating + +183 +00:11:51,710 --> 00:11:54,290 +skills, two steps must be done by you as a + +184 +00:11:54,290 --> 00:11:58,190 +salesperson. Number one, solution presentation, a + +185 +00:11:58,190 --> 00:12:00,970 +presentation about the product or service. Number + +186 +00:12:00,970 --> 00:12:03,490 +two, addressing customer concerns, which means + +187 +00:12:03,490 --> 00:12:07,910 +questions. How? Regarding the solution being + +188 +00:12:07,910 --> 00:12:12,490 +proposed. So let's go on now and talk about this + +189 +00:12:12,490 --> 00:12:16,550 +interaction. In the solution presentation, we have + +190 +00:12:16,550 --> 00:12:18,990 +to convince our own target group, our own + +191 +00:12:18,990 --> 00:12:22,550 +customers. How are we going to convince them? We + +192 +00:12:22,550 --> 00:12:25,430 +are going to convince them that all what we are + +193 +00:12:25,430 --> 00:12:29,690 +talking about is true and actual. How? By + +194 +00:12:29,690 --> 00:12:32,750 +providing them with this word, which is evidence. + +195 +00:12:33,970 --> 00:12:36,770 +In other words, we have to demonstrate it. What + +196 +00:12:36,770 --> 00:12:39,850 +does it mean to demonstrate? Prove. What does it + +197 +00:12:39,850 --> 00:12:44,830 +mean to prove? Exactly. So it is a discussion of a + +198 +00:12:44,830 --> 00:12:47,250 +series of product or service features connected + +199 +00:12:47,250 --> 00:12:51,710 +with Benefits that the client has already + +200 +00:12:51,710 --> 00:12:55,490 +indicated are important and followed by evidence + +201 +00:12:55,490 --> 00:13:02,190 +that the benefit will in fact be delivered. So we + +202 +00:13:02,190 --> 00:13:06,010 +are not just talking, but also we are providing + +203 +00:13:06,010 --> 00:13:12,370 +actually. So if this is the case, We are going to + +204 +00:13:12,370 --> 00:13:15,630 +return back to our presentation. This presentation + +205 +00:13:15,630 --> 00:13:20,530 +is going to be divided into two parts. Part number + +206 +00:13:20,530 --> 00:13:22,390 +one, we will talk about the features and the + +207 +00:13:22,390 --> 00:13:24,930 +specification of the product or the service. Or + +208 +00:13:24,930 --> 00:13:27,010 +part number two, we are going to talk about the + +209 +00:13:27,010 --> 00:13:31,130 +benefits, which our customer will get. So the + +210 +00:13:31,130 --> 00:13:35,850 +presentation now is subdivided into features that + +211 +00:13:35,850 --> 00:13:38,620 +concern the product or service, And the second + +212 +00:13:38,620 --> 00:13:41,480 +subdivision is the actual benefits which our + +213 +00:13:41,480 --> 00:13:45,880 +customer will get after he or she will buy this + +214 +00:13:45,880 --> 00:13:50,240 +product or that service. The most widely used + +215 +00:13:50,240 --> 00:13:52,420 +means of providing evidence to prove a problem + +216 +00:13:52,420 --> 00:13:55,920 +solving is to use demonstration, + +217 +00:13:57,200 --> 00:14:02,060 +proof, which encourage participation and often + +218 +00:14:02,060 --> 00:14:05,700 +allow the client to experience the product + +219 +00:14:05,700 --> 00:14:10,030 +benefits firsthand. So let's repeat back or return + +220 +00:14:10,030 --> 00:14:14,390 +back to the car example. So if you are going to + +221 +00:14:14,390 --> 00:14:16,670 +buy a car, for example, we are going as a + +222 +00:14:16,670 --> 00:14:19,190 +salesperson, we are going to tell our prospect + +223 +00:14:19,190 --> 00:14:25,730 +that this car can walk about 10 miles with one + +224 +00:14:25,730 --> 00:14:28,850 +liter or two liters of gas. This means we are + +225 +00:14:28,850 --> 00:14:31,690 +going to provide him or her with evidence. How? We + +226 +00:14:31,690 --> 00:14:34,230 +are going to tell him politely, please drive the + +227 +00:14:34,230 --> 00:14:38,390 +car yourself. Well, let's look at the switch. + +228 +00:14:39,230 --> 00:14:43,690 +Well, let's look at the mileage meter. If what we + +229 +00:14:43,690 --> 00:14:47,770 +said, he saw it or she saw it, then is this + +230 +00:14:47,770 --> 00:14:51,670 +evidence or administration example? Of course. Do + +231 +00:14:51,670 --> 00:14:54,550 +you think he's going to believe us? Of course. But + +232 +00:14:54,550 --> 00:14:57,250 +if the thing which we talked about was not + +233 +00:14:57,250 --> 00:15:02,130 +experimented or touched or lived by our prospect, + +234 +00:15:02,490 --> 00:15:04,270 +do you think he's going to believe and trust in + +235 +00:15:04,270 --> 00:15:09,140 +us? Of course not. Social persons should connect + +236 +00:15:09,140 --> 00:15:12,060 +what they are saying with evidences and + +237 +00:15:12,060 --> 00:15:16,120 +demonstrated proofs. Otherwise, our representation + +238 +00:15:16,120 --> 00:15:20,400 +will remain talking, and nothing which is talked + +239 +00:15:20,400 --> 00:15:25,980 +can be believed directly or taken for granted. Any + +240 +00:15:25,980 --> 00:15:31,280 +questions or comments about this? Move, move. Now + +241 +00:15:31,280 --> 00:15:33,140 +let's talk about the types of the customer + +242 +00:15:33,140 --> 00:15:37,430 +relationship. If we are talking about + +243 +00:15:37,430 --> 00:15:39,670 +demonstration, if we are talking about evidences, + +244 +00:15:40,610 --> 00:15:42,690 +these evidences and demonstrations, they are + +245 +00:15:42,690 --> 00:15:45,730 +various. Why they are various? They are various + +246 +00:15:45,730 --> 00:15:47,910 +because we are talking about different types of + +247 +00:15:47,910 --> 00:15:51,010 +sales, relationship. This is reminding us with + +248 +00:15:51,010 --> 00:15:55,070 +what we covered last time, transactional, sales or + +249 +00:15:55,070 --> 00:15:58,890 +sale or relationship, enterprise relationship or + +250 +00:15:58,890 --> 00:16:02,350 +consultative relationship. So these three types, + +251 +00:16:03,010 --> 00:16:05,190 +both of them they have different practices. + +252 +00:16:06,260 --> 00:16:08,560 +Different practices of what? Different practices + +253 +00:16:08,560 --> 00:16:11,640 +of the sales persons who are working according to + +254 +00:16:11,640 --> 00:16:14,340 +them. Well, this is very important. It's going to + +255 +00:16:14,340 --> 00:16:17,320 +be in the final. I'm going to explain it fully + +256 +00:16:17,320 --> 00:16:21,240 +after a while. But this is very important. Go on. + +257 +00:16:22,440 --> 00:16:25,660 +Any written sales proposal which we would like to + +258 +00:16:25,660 --> 00:16:30,440 +offer for our prospects to buy something. This + +259 +00:16:30,440 --> 00:16:34,580 +proposal should and must enjoy five dimensions of + +260 +00:16:34,580 --> 00:16:39,570 +equality. The five dimensions of equality are 1. + +261 +00:16:40,130 --> 00:16:45,530 +Reliability 2. Assurance 3. Tangibility 4. Empathy + +262 +00:16:45,530 --> 00:16:52,210 +5. Responsiveness Our written proposal must be + +263 +00:16:52,210 --> 00:16:55,810 +reliable means it must identify solutions to + +264 +00:16:55,810 --> 00:16:59,280 +achieve prospects' needs or problems. When we are + +265 +00:16:59,280 --> 00:17:02,520 +saying assurance, we must be able to build trust + +266 +00:17:02,520 --> 00:17:05,260 +and confidence in your ability to deliver, + +267 +00:17:05,440 --> 00:17:09,540 +implement and produce benefits. So any benefits + +268 +00:17:09,540 --> 00:17:13,760 +which we are going to promise or say or offer in + +269 +00:17:13,760 --> 00:17:18,380 +our presentation, it should be documented on a + +270 +00:17:18,380 --> 00:17:19,140 +written proposal. + +271 +00:17:23,890 --> 00:17:27,810 +Third, Tangibles. In other words, this written + +272 +00:17:27,810 --> 00:17:30,210 +proposal should enhance and support your message. + +273 +00:17:30,930 --> 00:17:31,730 +Message of what? + +274 +00:17:36,410 --> 00:17:41,770 +Exactly, sales presentation. Fourth, Empathy. + +275 +00:17:41,990 --> 00:17:47,170 +Which means we should Show our prospect that we + +276 +00:17:47,170 --> 00:17:52,090 +are sympathizing with him or her. How? Confirms + +277 +00:17:52,090 --> 00:17:54,410 +your understanding of the prospect's business and + +278 +00:17:54,410 --> 00:17:59,210 +needs. And this is an expression of sympathy, an + +279 +00:17:59,210 --> 00:18:02,850 +expression of empathy. And finally, the written + +280 +00:18:02,850 --> 00:18:05,790 +proposal should be responsive. When we are saying + +281 +00:18:05,790 --> 00:18:11,670 +responsive, we are referring to + +282 +00:18:11,670 --> 00:18:13,350 +deadlines. What's the meaning of deadlines? + +283 +00:18:16,930 --> 00:18:20,650 +Exactly imagine Hanin is one of our prospects and + +284 +00:18:20,650 --> 00:18:24,890 +today we are talking about November 7 And she said + +285 +00:18:24,890 --> 00:18:27,270 +I would like to have this X product. I hope you + +286 +00:18:27,270 --> 00:18:32,970 +will deliver it by November 8 If + +287 +00:18:32,970 --> 00:18:36,410 +she needs it by November 8 this means it must be + +288 +00:18:36,410 --> 00:18:40,170 +delivered to her by November 8 Can we deliver it + +289 +00:18:40,170 --> 00:18:43,650 +to November 9? If you are going to deliver it + +290 +00:18:43,650 --> 00:18:47,710 +after November 8th, this means you are not + +291 +00:18:47,710 --> 00:18:51,430 +responsive. So responsiveness means develops + +292 +00:18:51,430 --> 00:18:56,490 +proposals in a timely manner. Time matters. So + +293 +00:18:56,490 --> 00:18:59,910 +these are the five equality dimensions which + +294 +00:18:59,910 --> 00:19:02,130 +should be seen vividly and clearly by the + +295 +00:19:02,130 --> 00:19:04,990 +prospects whenever they are going to skim or read + +296 +00:19:04,990 --> 00:19:09,790 +our offered written proposal. Any question or + +297 +00:19:09,790 --> 00:19:13,110 +comments about this? Clear? Let's conclude the + +298 +00:19:13,110 --> 00:19:15,930 +class and this is the thing which I have just + +299 +00:19:15,930 --> 00:19:19,210 +talked about and as we said it's very important. + +300 +00:19:19,810 --> 00:19:23,890 +Now let's look at the practices under the + +301 +00:19:23,890 --> 00:19:27,310 +transactional relationship and under the + +302 +00:19:27,310 --> 00:19:30,870 +consultative and enterprise relationship. You are + +303 +00:19:30,870 --> 00:19:33,490 +going to feel that these practices are different, + +304 +00:19:33,630 --> 00:19:37,810 +completely different. The salesperson, under the + +305 +00:19:37,810 --> 00:19:41,250 +transactional relationship, how he is behaving and + +306 +00:19:41,250 --> 00:19:44,470 +acting, he is saying, I'm going to focus on + +307 +00:19:44,470 --> 00:19:49,450 +closing this transaction, which means priority + +308 +00:19:49,450 --> 00:19:53,350 +number one is to finalize this transaction. This + +309 +00:19:53,350 --> 00:19:57,890 +is the priority. Later on, if the customer or the + +310 +00:19:57,890 --> 00:20:00,350 +prospect is going to be satisfied or dissatisfied, + +311 +00:20:00,690 --> 00:20:05,870 +I do not care. This is how or this is where. This + +312 +00:20:05,870 --> 00:20:09,230 +is according to the ideology of business + +313 +00:20:09,230 --> 00:20:13,830 +transaction relationship. But the salesperson in + +314 +00:20:13,830 --> 00:20:17,150 +the consultative and enterprise relationship, they + +315 +00:20:17,150 --> 00:20:20,570 +are saying our focus should be on the customer's + +316 +00:20:20,570 --> 00:20:24,890 +bottom line. So customer's bottom line means + +317 +00:20:24,890 --> 00:20:28,730 +customer is the base of our work as sales agency. + +318 +00:20:30,280 --> 00:20:33,700 +Therefore, his satisfaction or dissatisfaction is + +319 +00:20:33,700 --> 00:20:36,840 +something crucial, and we should ensure his + +320 +00:20:36,840 --> 00:20:40,960 +satisfaction all the time, even if this is going + +321 +00:20:40,960 --> 00:20:45,140 +to be on the account of not making a successful + +322 +00:20:45,140 --> 00:20:50,080 +sales transaction, even if this is going to be on + +323 +00:20:50,080 --> 00:20:53,360 +the account of not making or conducting a + +324 +00:20:53,360 --> 00:20:58,590 +successful sales transaction. Clear? A second + +325 +00:20:58,590 --> 00:21:00,770 +difference of the practices, the salesperson + +326 +00:21:00,770 --> 00:21:03,990 +according to the transactional relationship, they + +327 +00:21:03,990 --> 00:21:07,070 +are having limited call planning investment. If + +328 +00:21:07,070 --> 00:21:09,210 +they are going to have a limited call planning + +329 +00:21:09,210 --> 00:21:14,250 +investment, their data, their information about + +330 +00:21:14,250 --> 00:21:18,230 +their customers and prospects are very limited. So + +331 +00:21:18,230 --> 00:21:20,410 +if everything is limited, this means we cannot + +332 +00:21:20,410 --> 00:21:26,110 +make a good needs assessment about our own + +333 +00:21:26,110 --> 00:21:27,390 +customers. + +334 +00:21:29,300 --> 00:21:32,360 +But on the other hand, the people who are working + +335 +00:21:32,360 --> 00:21:35,140 +according to consultative and enterprise + +336 +00:21:35,140 --> 00:21:38,780 +relationship, they are making a very good and wide + +337 +00:21:38,780 --> 00:21:41,520 +navigation by which they can consider school + +338 +00:21:41,520 --> 00:21:44,540 +planning as a top priority. If it is a top + +339 +00:21:44,540 --> 00:21:47,760 +priority, this means the amount of data, the + +340 +00:21:47,760 --> 00:21:51,480 +amount of information is going to be huge. This is + +341 +00:21:51,480 --> 00:21:53,680 +going to provide us with a good benefit of how to + +342 +00:21:53,680 --> 00:21:56,540 +approach our prospect. What does approach mean? + +343 +00:21:57,970 --> 00:22:02,190 +how to reach our prospect. So the reach of the + +344 +00:22:02,190 --> 00:22:05,230 +prospect here under the sales transaction, they + +345 +00:22:05,230 --> 00:22:07,210 +are adopting the approach which is called lone + +346 +00:22:07,210 --> 00:22:10,590 +wolf. What is the meaning of lone wolf? If the + +347 +00:22:10,590 --> 00:22:13,810 +wolf would like to hunt down one of the sheep, he + +348 +00:22:13,810 --> 00:22:17,270 +is going to be a portalist. So if this sheep is + +349 +00:22:17,270 --> 00:22:21,110 +going to be isolated from the team, the wolf will + +350 +00:22:21,110 --> 00:22:24,130 +come and hurry and try to catch it and isolate it. + +351 +00:22:24,800 --> 00:22:28,560 +The same opportunist style is exercised by the + +352 +00:22:28,560 --> 00:22:31,640 +salesperson who are working under transactional + +353 +00:22:31,640 --> 00:22:38,240 +sales. But here, the team or the people or the + +354 +00:22:38,240 --> 00:22:40,140 +salesperson who are working under consultative + +355 +00:22:40,140 --> 00:22:42,320 +enterprise relationship, they are looking at the + +356 +00:22:42,320 --> 00:22:46,620 +prospect as one of the members of the team. We + +357 +00:22:46,620 --> 00:22:50,720 +cannot sacrifice any member within our team. We + +358 +00:22:50,720 --> 00:22:54,300 +cannot cheat over them. We cannot deceive them. + +359 +00:22:55,870 --> 00:22:57,770 +This is the meaning of team approach to the + +360 +00:22:57,770 --> 00:23:00,550 +account according to the consultative or + +361 +00:23:00,550 --> 00:23:05,990 +enterprise relationship. Also, the people who are + +362 +00:23:05,990 --> 00:23:09,410 +working according to transactional sales, they are + +363 +00:23:09,410 --> 00:23:11,670 +going to spend more their time talking about the + +364 +00:23:11,670 --> 00:23:11,970 +product. + +365 +00:23:14,750 --> 00:23:17,030 +So the presentation which we have just talked + +366 +00:23:17,030 --> 00:23:19,730 +about, more than 90% of the time of the + +367 +00:23:19,730 --> 00:23:22,790 +presentation will focus on the product which we + +368 +00:23:22,790 --> 00:23:27,790 +have on our shelves in our stores. But here, most + +369 +00:23:27,790 --> 00:23:30,190 +of their time, they will try to diagnose this + +370 +00:23:30,190 --> 00:23:32,690 +thing, which is called the problem-solving + +371 +00:23:32,690 --> 00:23:36,490 +environment. So they might listen more than talk + +372 +00:23:36,490 --> 00:23:41,670 +through formatting the questions, which we have + +373 +00:23:41,670 --> 00:23:45,470 +just explained. Now, if you are going to talk + +374 +00:23:45,470 --> 00:23:50,850 +about a product, it means send people or proposals + +375 +00:23:50,850 --> 00:23:54,590 +and presentations based on pricing and product + +376 +00:23:54,590 --> 00:24:00,200 +features. So are we going to focus or are we going + +377 +00:24:00,200 --> 00:24:03,060 +to mention more than once something relating to + +378 +00:24:03,060 --> 00:24:05,400 +the price of the product or something related to + +379 +00:24:05,400 --> 00:24:08,580 +its features or characteristics? But here, + +380 +00:24:09,020 --> 00:24:11,640 +proposal and presentation based on profit impact + +381 +00:24:11,640 --> 00:24:15,180 +on strategic benefits. The strategic benefits + +382 +00:24:15,180 --> 00:24:18,080 +which will be attained by our customer. We will + +383 +00:24:18,080 --> 00:24:21,120 +get the profit as a salesperson and this positive + +384 +00:24:21,120 --> 00:24:26,530 +impact will be taken by our prospect. So we will + +385 +00:24:26,530 --> 00:24:29,290 +get the profit as a sales agency and this positive + +386 +00:24:29,290 --> 00:24:32,670 +impact will be taken by our prospect under the + +387 +00:24:32,670 --> 00:24:36,930 +umbrella which is called strategic benefits. So if + +388 +00:24:36,930 --> 00:24:39,870 +this is the scenario, we are going to have there a + +389 +00:24:39,870 --> 00:24:42,390 +short term relationship where we are going to have + +390 +00:24:42,390 --> 00:24:46,100 +a long term relationship. So these are the major + +391 +00:24:46,100 --> 00:24:48,980 +differences between the practices of the + +392 +00:24:48,980 --> 00:24:53,100 +salesperson under transactional relationship and + +393 +00:24:53,100 --> 00:24:56,880 +practices under consultative and enterprise + +394 +00:24:56,880 --> 00:25:01,000 +relationship. So this is very, very important. It + +395 +00:25:01,000 --> 00:25:05,180 +is going to be in the final. Any question? Any + +396 +00:25:05,180 --> 00:25:08,840 +comments about this? Any question? Any comments? + +397 +00:25:10,700 --> 00:25:15,130 +Okay. Now, I'm going to stop here. This class is + +398 +00:25:15,130 --> 00:25:17,870 +short because of your exams. Next time, + +399 +00:25:17,930 --> 00:25:21,110 +InshaAllah, we are going to meet on Monday. Any + +400 +00:25:21,110 --> 00:25:24,410 +question, any comments about this? See you. Thank + +401 +00:25:24,410 --> 00:25:24,850 +you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/dfJ8pw61f7Y_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/dfJ8pw61f7Y_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..8c035b75c0d4d307331d5bb9c5dd112b26f94636 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/dfJ8pw61f7Y_raw.srt @@ -0,0 +1,1604 @@ +1 +00:00:21,110 --> 00:00:24,930 +Okay, good morning. Today, inshallah, we are going + +2 +00:00:24,930 --> 00:00:27,370 +to continue talking about what we started last + +3 +00:00:27,370 --> 00:00:30,690 +time regarding the second phase of interaction + +4 +00:00:30,690 --> 00:00:36,390 +between the customer and the salesperson. Now, in + +5 +00:00:36,390 --> 00:00:38,210 +today's class, we are going to talk about various + +6 +00:00:38,210 --> 00:00:40,690 +things. Number one, we are going to talk about the + +7 +00:00:40,690 --> 00:00:44,260 +process or the stage of questioning If you are + +8 +00:00:44,260 --> 00:00:47,040 +going to ask why we are going to talk about + +9 +00:00:47,040 --> 00:00:49,860 +questioning, because questioning is considered to + +10 +00:00:49,860 --> 00:00:51,720 +be the tool of collecting data and information. + +11 +00:00:52,600 --> 00:00:57,100 +Data and information from whom? Our own customers. + +12 +00:00:57,940 --> 00:01:00,380 +Therefore, we should prepare ourselves as a + +13 +00:01:00,380 --> 00:01:03,460 +salesperson and we should formulate a series of + +14 +00:01:03,460 --> 00:01:06,400 +questions through which we can collect enough + +15 +00:01:06,400 --> 00:01:12,470 +information and data about the needs, and about + +16 +00:01:12,470 --> 00:01:15,190 +the problems which our prospects are suffering + +17 +00:01:15,190 --> 00:01:19,230 +from. So in questioning, we are trying to discover + +18 +00:01:19,230 --> 00:01:24,210 +what customers perceive needs naturally, involves + +19 +00:01:24,210 --> 00:01:26,450 +asking questions and actively listening to the + +20 +00:01:26,450 --> 00:01:30,410 +customers' responses. So under questioning, we are + +21 +00:01:30,410 --> 00:01:33,790 +talking about sub skills. Skill number one, to + +22 +00:01:33,790 --> 00:01:37,070 +draft a good question in a very polite way. And + +23 +00:01:37,070 --> 00:01:39,730 +skill number two, to listen attentively to the + +24 +00:01:39,730 --> 00:01:44,560 +customers. So, note in asking questions in a way + +25 +00:01:44,560 --> 00:01:47,440 +that does not irritate customers and helps them to + +26 +00:01:47,440 --> 00:01:51,080 +better understand their own needs. As we said more + +27 +00:01:51,080 --> 00:01:54,300 +than once, sometimes some of the persons, some of + +28 +00:01:54,300 --> 00:01:57,020 +our prospects, they might not be aware of their + +29 +00:01:57,020 --> 00:02:01,640 +own exact needs or troubles or problems. Now, if + +30 +00:02:01,640 --> 00:02:03,220 +we are going to talk about the format of + +31 +00:02:03,220 --> 00:02:05,660 +questions, generally we are talking about two + +32 +00:02:05,660 --> 00:02:08,900 +kinds of format. Number one, closed-ended + +33 +00:02:08,900 --> 00:02:12,100 +questions, and number two, open-ended questions. + +34 +00:02:12,300 --> 00:02:15,600 +Now, the closed-ended questions, it is reminding + +35 +00:02:15,600 --> 00:02:20,380 +us with yes-no answers. So, we are referring to + +36 +00:02:20,380 --> 00:02:22,060 +the questions which are going to begin with + +37 +00:02:22,060 --> 00:02:25,540 +auxiliaries. Auxiliaries like what? Like for + +38 +00:02:25,540 --> 00:02:28,240 +example, can, could, + +39 +00:02:30,870 --> 00:02:37,150 +does, did, have, had and so on. So all the + +40 +00:02:37,150 --> 00:02:39,330 +questions which are going to begin with + +41 +00:02:39,330 --> 00:02:42,030 +auxiliaries, their answer is going to be yes or + +42 +00:02:42,030 --> 00:02:46,250 +no. This is one or this is the first format of the + +43 +00:02:46,250 --> 00:02:49,030 +question. Are we talking about another one? Yes. + +44 +00:02:49,810 --> 00:02:53,560 +We are talking about the open-ended question. In + +45 +00:02:53,560 --> 00:02:56,720 +the open-ended questions, we are formatting or + +46 +00:02:56,720 --> 00:03:03,560 +structuring a question using WH questions. All the + +47 +00:03:03,560 --> 00:03:08,000 +WH questions, they require what? Open answer. Open + +48 +00:03:08,000 --> 00:03:12,640 +answer. This is the meaning of open-ended. So the + +49 +00:03:12,640 --> 00:03:15,300 +open-ended questions, we are referring to a + +50 +00:03:15,300 --> 00:03:20,120 +question which is going to begin with WH. WH + +51 +00:03:20,120 --> 00:03:25,070 +questions. So in the open-ended questions cannot + +52 +00:03:25,070 --> 00:03:28,630 +be answered by yes or no, but the answer of yes or + +53 +00:03:28,630 --> 00:03:32,830 +no can be done for the closed-ended and are used + +54 +00:03:32,830 --> 00:03:36,090 +to identify a topic. So if you would like to + +55 +00:03:36,090 --> 00:03:40,170 +identify something, this means our response is + +56 +00:03:40,170 --> 00:03:43,590 +going to be elaborative and illustrative. What + +57 +00:03:43,590 --> 00:03:45,750 +does it mean illustrative? From the verb + +58 +00:03:45,750 --> 00:03:50,890 +illustrate, clarify, elaborate. Detailed. Exactly, + +59 +00:03:51,010 --> 00:03:56,580 +detailed. Okay, now this is the format by which we + +60 +00:03:56,580 --> 00:04:00,340 +can use questions as a salesperson whenever we are + +61 +00:04:00,340 --> 00:04:02,600 +going to collect information and data from our own + +62 +00:04:02,600 --> 00:04:07,680 +prospects. Listen, now if we are going to talk + +63 +00:04:07,680 --> 00:04:10,040 +about the following scenarios, beginning from + +64 +00:04:10,040 --> 00:04:13,540 +permission and ending by checking, let's have an + +65 +00:04:13,540 --> 00:04:16,860 +idea about what is the most appropriate format of + +66 +00:04:16,860 --> 00:04:21,370 +questions. Generally, this is used also by us in + +67 +00:04:21,370 --> 00:04:24,250 +our daily personal life. If you would like to get + +68 +00:04:24,250 --> 00:04:25,990 +a permission from your instructor, from your + +69 +00:04:25,990 --> 00:04:28,870 +teacher, from your father or from your mother, all + +70 +00:04:28,870 --> 00:04:31,410 +the time we are going to begin formatting our + +71 +00:04:31,410 --> 00:04:35,110 +request or demand by yes or no question or closed + +72 +00:04:35,110 --> 00:04:39,050 +-ended answers like, may I ask you a question + +73 +00:04:39,050 --> 00:04:43,550 +about So whenever we would like to have a + +74 +00:04:43,550 --> 00:04:46,530 +permission to do something, our formatting of the + +75 +00:04:46,530 --> 00:04:52,070 +question is going to be closed in. We used this + +76 +00:04:52,070 --> 00:04:55,430 +auxiliary which is called May because according to + +77 +00:04:55,430 --> 00:04:58,490 +the English linguistics, the word May is + +78 +00:04:58,490 --> 00:05:02,450 +expressing the most polite format whenever we + +79 +00:05:02,450 --> 00:05:05,610 +would like to demand or ask for something. It is + +80 +00:05:05,610 --> 00:05:11,170 +more polite than the use of can or have or well or + +81 +00:05:11,170 --> 00:05:17,130 +whatever. So may is considered to be the most + +82 +00:05:17,130 --> 00:05:21,310 +polite instruction. If the salesperson would like + +83 +00:05:21,310 --> 00:05:25,750 +to collect information about facts, if he or she + +84 +00:05:25,750 --> 00:05:28,470 +would like to collect facts, this means this + +85 +00:05:28,470 --> 00:05:33,240 +salesperson can use open-ended answers. So, if we + +86 +00:05:33,240 --> 00:05:35,640 +are going to use open-ended answers, this means we + +87 +00:05:35,640 --> 00:05:39,620 +are going to use the WHO questions. If the + +88 +00:05:39,620 --> 00:05:41,780 +salesperson would like to collect information + +89 +00:05:41,780 --> 00:05:45,540 +about the feeling or the concerns or the emotions + +90 +00:05:45,540 --> 00:05:48,220 +of the prospects, once again, we are going to use + +91 +00:05:48,220 --> 00:05:51,280 +something called open-ended answers. So, we will + +92 +00:05:51,280 --> 00:05:56,270 +repeat the same thing with The final thing here we + +93 +00:05:56,270 --> 00:05:58,930 +are talking about checking what we are referring + +94 +00:05:58,930 --> 00:06:02,650 +by checking this means we would like to check if + +95 +00:06:02,650 --> 00:06:06,330 +we are understand what is the message or the + +96 +00:06:06,330 --> 00:06:09,870 +concern of our customer if we would like to be + +97 +00:06:09,870 --> 00:06:12,130 +sure that we are understanding them carefully and + +98 +00:06:12,130 --> 00:06:15,170 +correctly once again we can use closed-ended + +99 +00:06:15,170 --> 00:06:20,870 +questions so with the checking we are using closed + +100 +00:06:20,870 --> 00:06:23,600 +-ended question If you are going to read this + +101 +00:06:23,600 --> 00:06:26,800 +introduction, this introduction was summarized by, + +102 +00:06:27,640 --> 00:06:33,360 +is that accurate? So the answer is going to be + +103 +00:06:33,360 --> 00:06:39,540 +exact. That's it. Any questions or comments about + +104 +00:06:39,540 --> 00:06:42,960 +this? So once again, let's repeat, here we are + +105 +00:06:42,960 --> 00:06:46,080 +referring to the linguistic patterns which sales + +106 +00:06:46,080 --> 00:06:48,340 +persons can use while they are trying to collect + +107 +00:06:48,340 --> 00:06:50,920 +data or information from their own customers. + +108 +00:06:51,600 --> 00:06:54,360 +These linguistic patterns, they are various. If + +109 +00:06:54,360 --> 00:06:57,060 +you are going to refer to permission, this means + +110 +00:06:57,060 --> 00:06:59,920 +we can use closed-ended question or yes-no + +111 +00:06:59,920 --> 00:07:03,090 +question. If we are going to talk about fact + +112 +00:07:03,090 --> 00:07:05,230 +finding, feeling finding, both of them they are + +113 +00:07:05,230 --> 00:07:08,390 +using open ended. Or finally if we are referring + +114 +00:07:08,390 --> 00:07:10,990 +to chicken situation, we might use once again + +115 +00:07:10,990 --> 00:07:15,950 +closed ended questions. So this is a summary for + +116 +00:07:15,950 --> 00:07:20,250 +what we talked about so far. By the summary or + +117 +00:07:20,250 --> 00:07:22,510 +through this summary, we can conclude the + +118 +00:07:22,510 --> 00:07:27,210 +following information and in a chicken question, + +119 +00:07:27,810 --> 00:07:31,110 +both of them they are using what? Closed-ended + +120 +00:07:31,110 --> 00:07:31,590 +question. + +121 +00:07:40,290 --> 00:07:43,350 +When we are referring to fact-finding and feeling + +122 +00:07:43,350 --> 00:07:46,530 +-finding, both of them are using open-ended. + +123 +00:07:49,910 --> 00:07:53,470 +Open-ended. Any questions or comments about this? + +124 +00:07:54,650 --> 00:07:58,710 +Any questions? Any comments? Let's sum up. + +125 +00:07:59,770 --> 00:08:03,330 +Somebody might wonder why we have to diversify our + +126 +00:08:03,330 --> 00:08:05,330 +linguistic patterns while we are collecting data + +127 +00:08:05,330 --> 00:08:08,030 +and information from our customers. The answer is + +128 +00:08:08,030 --> 00:08:11,410 +simple. We have to be very cautious while we are + +129 +00:08:11,410 --> 00:08:14,630 +trying to elicit data from the customers. We + +130 +00:08:14,630 --> 00:08:17,750 +should not be seen as nagging persons. We should + +131 +00:08:17,750 --> 00:08:21,390 +not be seen as intruders. We should not be seen as + +132 +00:08:21,390 --> 00:08:25,950 +persons who are imposing ourselves on them. So, be + +133 +00:08:25,950 --> 00:08:32,170 +a light guest by diversifying polite linguistic + +134 +00:08:32,170 --> 00:08:37,610 +patterns. Okay? Move on. Now, let's go on and talk + +135 +00:08:37,610 --> 00:08:41,750 +about another skill which is called advocating + +136 +00:08:41,750 --> 00:08:47,010 +skills. Listen here. Imagine somebody would like + +137 +00:08:47,010 --> 00:08:48,030 +to sell us a car. + +138 +00:08:52,220 --> 00:08:55,320 +During the interaction phase, what is going to + +139 +00:08:55,320 --> 00:08:58,340 +happen? We are going to talk about interaction, + +140 +00:08:58,900 --> 00:09:04,680 +which will connect two persons. Person number one + +141 +00:09:04,680 --> 00:09:09,300 +is salesperson, and the second one is the + +142 +00:09:09,300 --> 00:09:14,280 +customer. Now listen, how the process of the + +143 +00:09:14,280 --> 00:09:16,860 +interaction will develop? It will be developed by + +144 +00:09:16,860 --> 00:09:19,400 +number one, the salesperson is going to make a + +145 +00:09:19,400 --> 00:09:23,990 +nice presentation. About what? About the product + +146 +00:09:23,990 --> 00:09:26,990 +which he or she would like to sell. By second + +147 +00:09:26,990 --> 00:09:30,070 +procedure, he is going to talk about another thing + +148 +00:09:30,070 --> 00:09:32,970 +which is called customer concerns questions, which + +149 +00:09:32,970 --> 00:09:40,750 +means responses to the questions of the customer. + +150 +00:09:43,650 --> 00:09:46,250 +If you are going to talk about step number one, + +151 +00:09:46,330 --> 00:09:48,410 +step number two, this is meaning + +152 +00:09:53,450 --> 00:09:58,850 +Skills. This is the advocating skill. First, me as + +153 +00:09:58,850 --> 00:10:01,470 +a salesperson, I must be articulate. I must be + +154 +00:10:01,470 --> 00:10:05,070 +able to present something good and nice about the + +155 +00:10:05,070 --> 00:10:07,030 +product or the service which I would like to sell. + +156 +00:10:07,970 --> 00:10:10,850 +And number two, I should listen attentively to any + +157 +00:10:10,850 --> 00:10:13,810 +questions that might be raised up by the customer. + +158 +00:10:13,990 --> 00:10:16,830 +And later on, I must be able to answer them in a + +159 +00:10:16,830 --> 00:10:20,060 +very nice and good way. If you are going to + +160 +00:10:20,060 --> 00:10:22,380 +collect these two things, this means you are + +161 +00:10:22,380 --> 00:10:27,820 +mastering and exercising advocating skills. Clear? + +162 +00:10:29,300 --> 00:10:33,360 +Now, till now we are still suffering from + +163 +00:10:33,360 --> 00:10:39,200 +something. Nothing from the sayings which we are + +164 +00:10:39,200 --> 00:10:42,320 +going to listen to might be believed or might be + +165 +00:10:42,320 --> 00:10:47,850 +taken for granted. In other words, we will still + +166 +00:10:47,850 --> 00:10:50,350 +after we are going to finalize these two steps, + +167 +00:10:51,110 --> 00:10:55,610 +some of the concerns in + +168 +00:10:55,610 --> 00:10:58,490 +the mind and in the heart of the customers might + +169 +00:10:58,490 --> 00:11:03,470 +be sensitive. In other words, the trust might not + +170 +00:11:03,470 --> 00:11:05,490 +be one hundred percent, the trust might not be + +171 +00:11:05,490 --> 00:11:12,870 +complete from what customer listened from us. But + +172 +00:11:12,870 --> 00:11:16,490 +in this case, what we are going to do to improve + +173 +00:11:16,490 --> 00:11:19,850 +and to demonstrate our credibility and our truth. + +174 +00:11:20,750 --> 00:11:23,450 +We are going to depend on something called + +175 +00:11:23,450 --> 00:11:25,550 +evidences. + +176 +00:11:27,470 --> 00:11:31,150 +What's the meaning of evidences? Barahain. We will + +177 +00:11:31,150 --> 00:11:33,430 +talk about it after a while. So let's sum up. + +178 +00:11:33,750 --> 00:11:36,210 +After discovering the customer needs, advocating + +179 +00:11:36,210 --> 00:11:40,150 +skills start to work. which refers to the ability + +180 +00:11:40,150 --> 00:11:44,370 +to clearly and fully present a solution, present a + +181 +00:11:44,370 --> 00:11:48,230 +product or service that a customer can see helps + +182 +00:11:48,230 --> 00:11:51,710 +to address their needs. To do the advocating + +183 +00:11:51,710 --> 00:11:54,290 +skills, two steps must be done by you as a + +184 +00:11:54,290 --> 00:11:58,190 +salesperson. Number one, solution presentation, a + +185 +00:11:58,190 --> 00:12:00,970 +presentation about the product or service. Number + +186 +00:12:00,970 --> 00:12:03,490 +two, addressing customer concerns, which means + +187 +00:12:03,490 --> 00:12:07,910 +questions. How? Regarding the solution being + +188 +00:12:07,910 --> 00:12:12,490 +proposed. So let's go on now and talk about this + +189 +00:12:12,490 --> 00:12:16,550 +interaction. In the solution presentation, we have + +190 +00:12:16,550 --> 00:12:18,990 +to convince our own target group, our own + +191 +00:12:18,990 --> 00:12:22,550 +customers. How are we going to convince them? We + +192 +00:12:22,550 --> 00:12:25,430 +are going to convince them that all what we are + +193 +00:12:25,430 --> 00:12:29,690 +talking about is true and actual. How? By + +194 +00:12:29,690 --> 00:12:32,750 +providing them with this word, which is evidence. + +195 +00:12:33,970 --> 00:12:36,770 +In other words, we have to demonstrate it. What + +196 +00:12:36,770 --> 00:12:39,850 +does it mean to demonstrate? Prove. What does it + +197 +00:12:39,850 --> 00:12:44,830 +mean to prove? Exactly. So it is a discussion of a + +198 +00:12:44,830 --> 00:12:47,250 +series of product or service features connected + +199 +00:12:47,250 --> 00:12:51,710 +with Benefits that the client has already + +200 +00:12:51,710 --> 00:12:55,490 +indicated are important and followed by evidence + +201 +00:12:55,490 --> 00:13:02,190 +that the benefit will in fact be delivered. So we + +202 +00:13:02,190 --> 00:13:06,010 +are not just talking, but also we are providing + +203 +00:13:06,010 --> 00:13:12,370 +actually. So if this is the case, We are going to + +204 +00:13:12,370 --> 00:13:15,630 +return back to our presentation. This presentation + +205 +00:13:15,630 --> 00:13:20,530 +is going to be divided into two parts. Part number + +206 +00:13:20,530 --> 00:13:22,390 +one, we will talk about the features and the + +207 +00:13:22,390 --> 00:13:24,930 +specification of the product or the service. Or + +208 +00:13:24,930 --> 00:13:27,010 +part number two, we are going to talk about the + +209 +00:13:27,010 --> 00:13:31,130 +benefits, which our customer will get. So the + +210 +00:13:31,130 --> 00:13:35,850 +presentation now is subdivided into features that + +211 +00:13:35,850 --> 00:13:38,620 +concern the product or service, And the second + +212 +00:13:38,620 --> 00:13:41,480 +subdivision is the actual benefits which our + +213 +00:13:41,480 --> 00:13:45,880 +customer will get after he or she will buy this + +214 +00:13:45,880 --> 00:13:50,240 +product or that service. The most widely used + +215 +00:13:50,240 --> 00:13:52,420 +means of providing evidence to prove a problem + +216 +00:13:52,420 --> 00:13:55,920 +solving is to use demonstration, + +217 +00:13:57,200 --> 00:14:02,060 +proof, which encourage participation and often + +218 +00:14:02,060 --> 00:14:05,700 +allow the client to experience the product + +219 +00:14:05,700 --> 00:14:10,030 +benefits firsthand. So let's repeat back or return + +220 +00:14:10,030 --> 00:14:14,390 +back to the car example. So if you are going to + +221 +00:14:14,390 --> 00:14:16,670 +buy a car, for example, we are going as a + +222 +00:14:16,670 --> 00:14:19,190 +salesperson, we are going to tell our prospect + +223 +00:14:19,190 --> 00:14:25,730 +that this car can walk about 10 miles with one + +224 +00:14:25,730 --> 00:14:28,850 +liter or two liters of gas. This means we are + +225 +00:14:28,850 --> 00:14:31,690 +going to provide him or her with evidence. How? We + +226 +00:14:31,690 --> 00:14:34,230 +are going to tell him politely, please drive the + +227 +00:14:34,230 --> 00:14:38,390 +car yourself. Well, let's look at the switch. + +228 +00:14:39,230 --> 00:14:43,690 +Well, let's look at the mileage meter. If what we + +229 +00:14:43,690 --> 00:14:47,770 +said, he saw it or she saw it, then is this + +230 +00:14:47,770 --> 00:14:51,670 +evidence or administration example? Of course. Do + +231 +00:14:51,670 --> 00:14:54,550 +you think he's going to believe us? Of course. But + +232 +00:14:54,550 --> 00:14:57,250 +if the thing which we talked about was not + +233 +00:14:57,250 --> 00:15:02,130 +experimented or touched or lived by our prospect, + +234 +00:15:02,490 --> 00:15:04,270 +do you think he's going to believe and trust in + +235 +00:15:04,270 --> 00:15:09,140 +us? Of course not. Social persons should connect + +236 +00:15:09,140 --> 00:15:12,060 +what they are saying with evidences and + +237 +00:15:12,060 --> 00:15:16,120 +demonstrated proofs. Otherwise, our representation + +238 +00:15:16,120 --> 00:15:20,400 +will remain talking, and nothing which is talked + +239 +00:15:20,400 --> 00:15:25,980 +can be believed directly or taken for granted. Any + +240 +00:15:25,980 --> 00:15:31,280 +questions or comments about this? Move, move. Now + +241 +00:15:31,280 --> 00:15:33,140 +let's talk about the types of the customer + +242 +00:15:33,140 --> 00:15:37,430 +relationship. If we are talking about + +243 +00:15:37,430 --> 00:15:39,670 +demonstration, if we are talking about evidences, + +244 +00:15:40,610 --> 00:15:42,690 +these evidences and demonstrations, they are + +245 +00:15:42,690 --> 00:15:45,730 +various. Why they are various? They are various + +246 +00:15:45,730 --> 00:15:47,910 +because we are talking about different types of + +247 +00:15:47,910 --> 00:15:51,010 +sales, relationship. This is reminding us with + +248 +00:15:51,010 --> 00:15:55,070 +what we covered last time, transactional, sales or + +249 +00:15:55,070 --> 00:15:58,890 +sale or relationship, enterprise relationship or + +250 +00:15:58,890 --> 00:16:02,350 +consultative relationship. So these three types, + +251 +00:16:03,010 --> 00:16:05,190 +both of them they have different practices. + +252 +00:16:06,260 --> 00:16:08,560 +Different practices of what? Different practices + +253 +00:16:08,560 --> 00:16:11,640 +of the sales persons who are working according to + +254 +00:16:11,640 --> 00:16:14,340 +them. Well, this is very important. It's going to + +255 +00:16:14,340 --> 00:16:17,320 +be in the final. I'm going to explain it fully + +256 +00:16:17,320 --> 00:16:21,240 +after a while. But this is very important. Go on. + +257 +00:16:22,440 --> 00:16:25,660 +Any written sales proposal which we would like to + +258 +00:16:25,660 --> 00:16:30,440 +offer for our prospects to buy something. This + +259 +00:16:30,440 --> 00:16:34,580 +proposal should and must enjoy five dimensions of + +260 +00:16:34,580 --> 00:16:39,570 +equality. The five dimensions of equality are 1. + +261 +00:16:40,130 --> 00:16:45,530 +Reliability 2. Assurance 3. Tangibility 4. Empathy + +262 +00:16:45,530 --> 00:16:52,210 +5. Responsiveness Our written proposal must be + +263 +00:16:52,210 --> 00:16:55,810 +reliable means it must identify solutions to + +264 +00:16:55,810 --> 00:16:59,280 +achieve prospects' needs or problems. When we are + +265 +00:16:59,280 --> 00:17:02,520 +saying assurance, we must be able to build trust + +266 +00:17:02,520 --> 00:17:05,260 +and confidence in your ability to deliver, + +267 +00:17:05,440 --> 00:17:09,540 +implement and produce benefits. So any benefits + +268 +00:17:09,540 --> 00:17:13,760 +which we are going to promise or say or offer in + +269 +00:17:13,760 --> 00:17:18,380 +our presentation, it should be documented on a + +270 +00:17:18,380 --> 00:17:19,140 +written proposal. + +271 +00:17:23,890 --> 00:17:27,810 +Third, Tangibles. In other words, this written + +272 +00:17:27,810 --> 00:17:30,210 +proposal should enhance and support your message. + +273 +00:17:30,930 --> 00:17:31,730 +Message of what? + +274 +00:17:36,410 --> 00:17:41,770 +Exactly, sales presentation. Fourth, Empathy. + +275 +00:17:41,990 --> 00:17:47,170 +Which means we should Show our prospect that we + +276 +00:17:47,170 --> 00:17:52,090 +are sympathizing with him or her. How? Confirms + +277 +00:17:52,090 --> 00:17:54,410 +your understanding of the prospect's business and + +278 +00:17:54,410 --> 00:17:59,210 +needs. And this is an expression of sympathy, an + +279 +00:17:59,210 --> 00:18:02,850 +expression of empathy. And finally, the written + +280 +00:18:02,850 --> 00:18:05,790 +proposal should be responsive. When we are saying + +281 +00:18:05,790 --> 00:18:11,670 +responsive, we are referring to + +282 +00:18:11,670 --> 00:18:13,350 +deadlines. What's the meaning of deadlines? + +283 +00:18:16,930 --> 00:18:20,650 +Exactly imagine Hanin is one of our prospects and + +284 +00:18:20,650 --> 00:18:24,890 +today we are talking about November 7 And she said + +285 +00:18:24,890 --> 00:18:27,270 +I would like to have this X product. I hope you + +286 +00:18:27,270 --> 00:18:32,970 +will deliver it by November 8 If + +287 +00:18:32,970 --> 00:18:36,410 +she needs it by November 8 this means it must be + +288 +00:18:36,410 --> 00:18:40,170 +delivered to her by November 8 Can we deliver it + +289 +00:18:40,170 --> 00:18:43,650 +to November 9? If you are going to deliver it + +290 +00:18:43,650 --> 00:18:47,710 +after November 8th, this means you are not + +291 +00:18:47,710 --> 00:18:51,430 +responsive. So responsiveness means develops + +292 +00:18:51,430 --> 00:18:56,490 +proposals in a timely manner. Time matters. So + +293 +00:18:56,490 --> 00:18:59,910 +these are the five equality dimensions which + +294 +00:18:59,910 --> 00:19:02,130 +should be seen vividly and clearly by the + +295 +00:19:02,130 --> 00:19:04,990 +prospects whenever they are going to skim or read + +296 +00:19:04,990 --> 00:19:09,790 +our offered written proposal. Any question or + +297 +00:19:09,790 --> 00:19:13,110 +comments about this? Clear? Let's conclude the + +298 +00:19:13,110 --> 00:19:15,930 +class and this is the thing which I have just + +299 +00:19:15,930 --> 00:19:19,210 +talked about and as we said it's very important. + +300 +00:19:19,810 --> 00:19:23,890 +Now let's look at the practices under the + +301 +00:19:23,890 --> 00:19:27,310 +transactional relationship and under the + +302 +00:19:27,310 --> 00:19:30,870 +consultative and enterprise relationship. You are + +303 +00:19:30,870 --> 00:19:33,490 +going to feel that these practices are different, + +304 +00:19:33,630 --> 00:19:37,810 +completely different. The salesperson, under the + +305 +00:19:37,810 --> 00:19:41,250 +transactional relationship, how he is behaving and + +306 +00:19:41,250 --> 00:19:44,470 +acting, he is saying, I'm going to focus on + +307 +00:19:44,470 --> 00:19:49,450 +closing this transaction, which means priority + +308 +00:19:49,450 --> 00:19:53,350 +number one is to finalize this transaction. This + +309 +00:19:53,350 --> 00:19:57,890 +is the priority. Later on, if the customer or the + +310 +00:19:57,890 --> 00:20:00,350 +prospect is going to be satisfied or dissatisfied, + +311 +00:20:00,690 --> 00:20:05,870 +I do not care. This is how or this is where. This + +312 +00:20:05,870 --> 00:20:09,230 +is according to the ideology of business + +313 +00:20:09,230 --> 00:20:13,830 +transaction relationship. But the salesperson in + +314 +00:20:13,830 --> 00:20:17,150 +the consultative and enterprise relationship, they + +315 +00:20:17,150 --> 00:20:20,570 +are saying our focus should be on the customer's + +316 +00:20:20,570 --> 00:20:24,890 +bottom line. So customer's bottom line means + +317 +00:20:24,890 --> 00:20:28,730 +customer is the base of our work as sales agency. + +318 +00:20:30,280 --> 00:20:33,700 +Therefore, his satisfaction or dissatisfaction is + +319 +00:20:33,700 --> 00:20:36,840 +something crucial, and we should ensure his + +320 +00:20:36,840 --> 00:20:40,960 +satisfaction all the time, even if this is going + +321 +00:20:40,960 --> 00:20:45,140 +to be on the account of not making a successful + +322 +00:20:45,140 --> 00:20:50,080 +sales transaction, even if this is going to be on + +323 +00:20:50,080 --> 00:20:53,360 +the account of not making or conducting a + +324 +00:20:53,360 --> 00:20:58,590 +successful sales transaction. Clear? A second + +325 +00:20:58,590 --> 00:21:00,770 +difference of the practices, the salesperson + +326 +00:21:00,770 --> 00:21:03,990 +according to the transactional relationship, they + +327 +00:21:03,990 --> 00:21:07,070 +are having limited call planning investment. If + +328 +00:21:07,070 --> 00:21:09,210 +they are going to have a limited call planning + +329 +00:21:09,210 --> 00:21:14,250 +investment, their data, their information about + +330 +00:21:14,250 --> 00:21:18,230 +their customers and prospects are very limited. So + +331 +00:21:18,230 --> 00:21:20,410 +if everything is limited, this means we cannot + +332 +00:21:20,410 --> 00:21:26,110 +make a good needs assessment about our own + +333 +00:21:26,110 --> 00:21:27,390 +customers. + +334 +00:21:29,300 --> 00:21:32,360 +But on the other hand, the people who are working + +335 +00:21:32,360 --> 00:21:35,140 +according to consultative and enterprise + +336 +00:21:35,140 --> 00:21:38,780 +relationship, they are making a very good and wide + +337 +00:21:38,780 --> 00:21:41,520 +navigation by which they can consider school + +338 +00:21:41,520 --> 00:21:44,540 +planning as a top priority. If it is a top + +339 +00:21:44,540 --> 00:21:47,760 +priority, this means the amount of data, the + +340 +00:21:47,760 --> 00:21:51,480 +amount of information is going to be huge. This is + +341 +00:21:51,480 --> 00:21:53,680 +going to provide us with a good benefit of how to + +342 +00:21:53,680 --> 00:21:56,540 +approach our prospect. What does approach mean? + +343 +00:21:57,970 --> 00:22:02,190 +how to reach our prospect. So the reach of the + +344 +00:22:02,190 --> 00:22:05,230 +prospect here under the sales transaction, they + +345 +00:22:05,230 --> 00:22:07,210 +are adopting the approach which is called lone + +346 +00:22:07,210 --> 00:22:10,590 +wolf. What is the meaning of lone wolf? If the + +347 +00:22:10,590 --> 00:22:13,810 +wolf would like to hunt down one of the sheep, he + +348 +00:22:13,810 --> 00:22:17,270 +is going to be a portalist. So if this sheep is + +349 +00:22:17,270 --> 00:22:21,110 +going to be isolated from the team, the wolf will + +350 +00:22:21,110 --> 00:22:24,130 +come and hurry and try to catch it and isolate it. + +351 +00:22:24,800 --> 00:22:28,560 +The same opportunist style is exercised by the + +352 +00:22:28,560 --> 00:22:31,640 +salesperson who are working under transactional + +353 +00:22:31,640 --> 00:22:38,240 +sales. But here, the team or the people or the + +354 +00:22:38,240 --> 00:22:40,140 +salesperson who are working under consultative + +355 +00:22:40,140 --> 00:22:42,320 +enterprise relationship, they are looking at the + +356 +00:22:42,320 --> 00:22:46,620 +prospect as one of the members of the team. We + +357 +00:22:46,620 --> 00:22:50,720 +cannot sacrifice any member within our team. We + +358 +00:22:50,720 --> 00:22:54,300 +cannot cheat over them. We cannot deceive them. + +359 +00:22:55,870 --> 00:22:57,770 +This is the meaning of team approach to the + +360 +00:22:57,770 --> 00:23:00,550 +account according to the consultative or + +361 +00:23:00,550 --> 00:23:05,990 +enterprise relationship. Also, the people who are + +362 +00:23:05,990 --> 00:23:09,410 +working according to transactional sales, they are + +363 +00:23:09,410 --> 00:23:11,670 +going to spend more their time talking about the + +364 +00:23:11,670 --> 00:23:11,970 +product. + +365 +00:23:14,750 --> 00:23:17,030 +So the presentation which we have just talked + +366 +00:23:17,030 --> 00:23:19,730 +about, more than 90% of the time of the + +367 +00:23:19,730 --> 00:23:22,790 +presentation will focus on the product which we + +368 +00:23:22,790 --> 00:23:27,790 +have on our shelves in our stores. But here, most + +369 +00:23:27,790 --> 00:23:30,190 +of their time, they will try to diagnose this + +370 +00:23:30,190 --> 00:23:32,690 +thing, which is called the problem-solving + +371 +00:23:32,690 --> 00:23:36,490 +environment. So they might listen more than talk + +372 +00:23:36,490 --> 00:23:41,670 +through formatting the questions, which we have + +373 +00:23:41,670 --> 00:23:45,470 +just explained. Now, if you are going to talk + +374 +00:23:45,470 --> 00:23:50,850 +about a product, it means send people or proposals + +375 +00:23:50,850 --> 00:23:54,590 +and presentations based on pricing and product + +376 +00:23:54,590 --> 00:24:00,200 +features. So are we going to focus or are we going + +377 +00:24:00,200 --> 00:24:03,060 +to mention more than once something relating to + +378 +00:24:03,060 --> 00:24:05,400 +the price of the product or something related to + +379 +00:24:05,400 --> 00:24:08,580 +its features or characteristics? But here, + +380 +00:24:09,020 --> 00:24:11,640 +proposal and presentation based on profit impact + +381 +00:24:11,640 --> 00:24:15,180 +on strategic benefits. The strategic benefits + +382 +00:24:15,180 --> 00:24:18,080 +which will be attained by our customer. We will + +383 +00:24:18,080 --> 00:24:21,120 +get the profit as a salesperson and this positive + +384 +00:24:21,120 --> 00:24:26,530 +impact will be taken by our prospect. So we will + +385 +00:24:26,530 --> 00:24:29,290 +get the profit as a sales agency and this positive + +386 +00:24:29,290 --> 00:24:32,670 +impact will be taken by our prospect under the + +387 +00:24:32,670 --> 00:24:36,930 +umbrella which is called strategic benefits. So if + +388 +00:24:36,930 --> 00:24:39,870 +this is the scenario, we are going to have there a + +389 +00:24:39,870 --> 00:24:42,390 +short term relationship where we are going to have + +390 +00:24:42,390 --> 00:24:46,100 +a long term relationship. So these are the major + +391 +00:24:46,100 --> 00:24:48,980 +differences between the practices of the + +392 +00:24:48,980 --> 00:24:53,100 +salesperson under transactional relationship and + +393 +00:24:53,100 --> 00:24:56,880 +practices under consultative and enterprise + +394 +00:24:56,880 --> 00:25:01,000 +relationship. So this is very, very important. It + +395 +00:25:01,000 --> 00:25:05,180 +is going to be in the final. Any question? Any + +396 +00:25:05,180 --> 00:25:08,840 +comments about this? Any question? Any comments? + +397 +00:25:10,700 --> 00:25:15,130 +Okay. Now, I'm going to stop here. This class is + +398 +00:25:15,130 --> 00:25:17,870 +short because of your exams. Next time, + +399 +00:25:17,930 --> 00:25:21,110 +InshaAllah, we are going to meet on Monday. Any + +400 +00:25:21,110 --> 00:25:24,410 +question, any comments about this? See you. Thank + +401 +00:25:24,410 --> 00:25:24,850 +you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/eenHDXfPHqI.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/eenHDXfPHqI.srt new file mode 100644 index 0000000000000000000000000000000000000000..b43df6581e87d20db8e85205315d96d5598139f5 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/eenHDXfPHqI.srt @@ -0,0 +1,1742 @@ +1 +00:00:21,680 --> 00:00:25,060 +Okay, good morning. 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 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 are ways to achieve something called + +14 +00:01:02,310 --> 00:01:06,430 +firm 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 +an increase in sales. Increase in sales. So what we + +17 +00:01:14,600 --> 00:01:17,420 +are going to focus on is various objectives of this chapter, or these + +18 +00:01:17,420 --> 00:01:20,660 +objectives, as follows: Describe effective steps + +19 +00:01:23,820 --> 00:01:26,400 +for generating new accounts. We are going to talk + +20 +00:01:26,400 --> 00:01:29,180 +about these steps in a very detailed way. Also, we + +21 +00:01:29,180 --> 00:01:31,840 +are going to explain how to determine the minimum + +22 +00:01:31,840 --> 00:01:35,940 +opportunity a salesperson should pursue. Third + +23 +00:01:35,940 --> 00:01:38,160 +objective: we are going to describe the four + +24 +00:01:38,160 --> 00:01:41,820 +methods for setting opportunity priorities, and + +25 +00:01:41,820 --> 00:01:44,660 +finally, we will conclude by explaining the + +26 +00:01:44,660 --> 00:01:47,440 +emphasis, or why the emphasis is shifting from + +27 +00:01:47,440 --> 00:01:52,280 +sales volume to profit flow. Listen here, if + +28 +00:01:52,280 --> 00:01:54,380 +somebody would like to comment on this phrase, + +29 +00:01:55,200 --> 00:02:00,020 +"shift from sales volume to profit flow," how can we + +30 +00:02:00,020 --> 00:02:06,310 +comment? In other words, the recent research or + +31 +00:02:06,310 --> 00:02:10,790 +the recent science of sales is saying that firms are no + +32 +00:02:10,790 --> 00:02:13,530 +longer focusing on something + +33 +00:02:13,530 --> 00:02:17,570 +called sales volume. Priority is given to? Profit. + +34 +00:02:17,970 --> 00:02:22,150 +Profit flow. What does it mean? Hanin, you should + +35 +00:02:22,150 --> 00:02:25,350 +have the transaction or you should have the deal + +36 +00:02:25,350 --> 00:02:29,050 +that is profitable for you. Not just that you have to + +37 +00:02:29,050 --> 00:02:34,020 +achieve the sales. Good. What else? So let's give + +38 +00:02:34,020 --> 00:02:38,100 +a very simple example to approach this idea or + +39 +00:02:38,100 --> 00:02:41,020 +this concept. Look at this. Imagine we are going + +40 +00:02:41,020 --> 00:02:43,140 +to have two firms. One of them is called a sales + +41 +00:02:43,140 --> 00:02:47,340 +agency, sorry, a car agency. + +42 +00:02:50,080 --> 00:02:52,980 +The second one is called a supermarket. + +43 +00:02:55,680 --> 00:02:58,000 +Listen here. We are going to compare between them + +44 +00:02:58,000 --> 00:03:01,100 +regarding something called sales volume. + +45 +00:03:04,530 --> 00:03:08,510 +The second one is going to be profit flow. + +46 +00:03:10,270 --> 00:03:15,430 +Now, listen, if you are going to compare between + +47 +00:03:15,430 --> 00:03:18,930 +these two businesses regarding their sales volume + +48 +00:03:18,930 --> 00:03:21,690 +every single day, the supermarket, for example, + +49 +00:03:22,150 --> 00:03:25,790 +might sell, or it might sell more than 150 + +50 +00:03:25,790 --> 00:03:32,010 +items. Item means product. The car agency might sell one + +51 +00:03:32,010 --> 00:03:36,470 +item, which means one car. If you are going to + +52 +00:03:36,470 --> 00:03:38,430 +look at the sales volume, the volume is going to + +53 +00:03:38,430 --> 00:03:42,470 +be much bigger than what was sold by the car + +54 +00:03:42,470 --> 00:03:45,830 +company or the car agency. But regarding the + +55 +00:03:45,830 --> 00:03:49,030 +profit flow, the profit here might be what? Larger + +56 +00:03:49,030 --> 00:03:52,350 +or higher. So what do we understand from this? + +57 +00:03:55,150 --> 00:03:59,520 +Excellent. Excellent. The growth and profitability + +58 +00:03:59,520 --> 00:04:03,680 +aren't always related to the sales volume. + +59 +00:04:04,180 --> 00:04:07,600 +Excellent. In other words, we are talking now + +60 +00:04:07,600 --> 00:04:11,100 +about a new approach, a new window through which + +61 +00:04:11,100 --> 00:04:13,780 +we can measure or determine or talk about + +62 +00:04:13,780 --> 00:04:17,000 +something called the profitability of sales agencies. + +63 +00:04:18,640 --> 00:04:22,920 +This is very important. So as Farah said, let's + +64 +00:04:22,920 --> 00:04:26,060 +summarize it once again. Always remember that + +65 +00:04:26,060 --> 00:04:29,900 +the profitability of sales agencies is not always + +66 +00:04:29,900 --> 00:04:34,200 +related to the sales volume. This is something + +67 +00:04:34,200 --> 00:04:38,680 +very important. Clear? So this is a brief + +68 +00:04:38,680 --> 00:04:41,160 +introduction. Let's go on and let's talk about the + +69 +00:04:41,160 --> 00:04:44,390 +outline of the chapter. Here we are going to talk + +70 +00:04:44,390 --> 00:04:46,510 +about the process for generating new accounts, + +71 +00:04:49,130 --> 00:04:52,590 +also we are going to manage or talk about managing + +72 +00:04:52,590 --> 00:04:55,910 +existing accounts or the current customers, then + +73 +00:04:55,910 --> 00:04:58,750 +sales versus profit, as we talked about before, or + +74 +00:04:58,750 --> 00:05:01,290 +finally, we will talk about something called time + +75 +00:05:01,290 --> 00:05:04,270 +management. Somebody might ask me why we would + +76 +00:05:04,270 --> 00:05:08,470 +like to talk about time management? Listen, last + +77 +00:05:08,470 --> 00:05:11,730 +time also, we said the whole business + +78 +00:05:11,730 --> 00:05:14,030 +administration concept is founded on two major + +79 +00:05:14,030 --> 00:05:19,730 +principles. Exactly, efficiency and effectiveness. + +80 +00:05:21,350 --> 00:05:23,970 +Now, also, what did we say about efficiency? We + +81 +00:05:23,970 --> 00:05:29,350 +said it is concerned with time, effort, and cost. + +82 +00:05:30,450 --> 00:05:34,540 +So time here is returning once again. So time is + +83 +00:05:34,540 --> 00:05:37,140 +very important because every single minute which + +84 +00:05:37,140 --> 00:05:39,360 +our salesperson is going to consume in his work, + +85 +00:05:39,860 --> 00:05:43,800 +this minute is payable. It is paid by us. So if it + +86 +00:05:43,800 --> 00:05:46,700 +is productive, we should pay for it. If it isn't + +87 +00:05:46,700 --> 00:05:50,200 +productive, this means we are paying in a very + +88 +00:05:50,200 --> 00:05:55,840 +loss-making way. Paying in a very loss-making way. Okay, so + +89 +00:05:55,840 --> 00:05:58,440 +we should talk about time management. We will talk + +90 +00:05:58,440 --> 00:06:02,560 +about this later on. Generally, we are going to + +91 +00:06:02,560 --> 00:06:04,620 +start our discussion with something called Sales + +92 +00:06:04,620 --> 00:06:07,640 +Opportunity Management. The Sales Opportunity + +93 +00:06:07,640 --> 00:06:10,960 +Management is founded on various channels by + +94 +00:06:10,960 --> 00:06:14,280 +which we are going to achieve or increase these + +95 +00:06:14,280 --> 00:06:17,760 +sales opportunities. Opportunity number one is + +96 +00:06:17,760 --> 00:06:21,140 +going to be generating or recruiting new customers or new + +97 +00:06:21,140 --> 00:06:25,760 +accounts. Second, to manage or maintain our + +98 +00:06:25,760 --> 00:06:28,360 +current relationships with our current or existing + +99 +00:06:28,360 --> 00:06:32,670 +customers. The third aspect is to believe in + +100 +00:06:32,670 --> 00:06:37,430 +something called sales versus profits. The fourth + +101 +00:06:37,430 --> 00:06:40,750 +aspect is personal time management and how our staff + +102 +00:06:40,750 --> 00:06:45,210 +members or sales force should use their time in a + +103 +00:06:45,210 --> 00:06:48,630 +very productive way. So these are the foundations + +104 +00:06:48,630 --> 00:06:53,980 +of sales opportunity management. Let's begin by + +105 +00:06:53,980 --> 00:06:57,280 +explaining something related to something called a + +106 +00:06:57,280 --> 00:07:02,160 +process for generating new accounts. Now listen, if + +107 +00:07:02,160 --> 00:07:04,820 +we are going to give you a quick question or a + +108 +00:07:04,820 --> 00:07:09,440 +general question: if you are a sales manager in one + +109 +00:07:09,440 --> 00:07:13,180 +of the companies and your chief executive officer or + +110 +00:07:13,180 --> 00:07:17,080 +your supervisor asks you this question: Which + +111 +00:07:17,080 --> 00:07:22,140 +approach, which aspect should we pursue under the + +112 +00:07:22,140 --> 00:07:23,860 +Sales Opportunity Management? In other words, + +113 +00:07:24,520 --> 00:07:28,060 +should we double our efforts on generating new + +114 +00:07:28,060 --> 00:07:32,180 +accounts or should we maintain our current + +115 +00:07:32,180 --> 00:07:35,760 +relationship with our current accounts? Current + +116 +00:07:35,760 --> 00:07:37,580 +accounts? Why? + +117 +00:07:41,140 --> 00:07:45,160 +If we save our accounts, keeping current accounts will + +118 +00:07:45,160 --> 00:07:54,500 +reduce the cost when we attract new customers. + +119 +00:07:54,500 --> 00:08:01,080 +Okay, okay. Keeping current accounts is a way to attract + +120 +00:08:01,080 --> 00:08:04,960 +also new accounts with less effort, time, and cost. + +121 +00:08:04,960 --> 00:08:09,060 +Okay, which one should be given the priority? + +122 +00:08:11,200 --> 00:08:16,460 +Current accounts? Why? Because our efforts to + +123 +00:08:16,460 --> 00:08:20,080 +attract new customers aren't always 100% successful. + +124 +00:08:20,460 --> 00:08:23,780 +We may recruit him, and we may attract him, and we + +125 +00:08:23,780 --> 00:08:26,560 +may not attract him, but our current account is + +126 +00:08:26,560 --> 00:08:30,580 +100% certain. Good. What else? We are not sure + +127 +00:08:30,580 --> 00:08:35,820 +about the final result of our efforts. If we + +128 +00:08:35,820 --> 00:08:39,660 +attract a new customer, will he accept our offer? + +129 +00:08:41,720 --> 00:08:43,540 +Good, this is reasonable. This is a second reason. + +130 +00:08:43,620 --> 00:08:48,260 +Third reason? It costs the company twice as much if it loses a current + +131 +00:08:48,260 --> 00:08:51,200 +account while attracting a new account. So? So + +132 +00:08:55,460 --> 00:08:58,080 +that means that it should maintain the current + +133 +00:08:58,080 --> 00:09:01,620 +accounts and then look for new accounts. Okay, + +134 +00:09:02,080 --> 00:09:04,520 +okay, good, generally good. Okay, now look at + +135 +00:09:04,520 --> 00:09:08,620 +this. So a recent survey conducted by a consulting + +136 +00:09:08,620 --> 00:09:13,250 +company, its name is Towers Perrin. The study + +137 +00:09:13,250 --> 00:09:18,190 +indicated that 33% of the sales executives cited + +138 +00:09:18,190 --> 00:09:21,410 +acquiring new customers as their biggest + +139 +00:09:21,410 --> 00:09:27,750 +opportunity for growth. Look, they are saying the + +140 +00:09:27,750 --> 00:09:29,870 +biggest way of growth, or the biggest way to + +141 +00:09:29,870 --> 00:09:34,290 +increase our sales is acquiring new customers or + +142 +00:09:34,290 --> 00:09:37,640 +acquiring new accounts. Somebody is going to say + +143 +00:09:37,640 --> 00:09:39,920 +this is conflicting with what we stated or + +144 +00:09:39,920 --> 00:09:43,560 +discussed before. You are right, but remember we + +145 +00:09:43,560 --> 00:09:47,320 +are talking about only one-third of the sales + +146 +00:09:47,320 --> 00:09:51,660 +executives, which means what is left is about two- + +147 +00:09:51,660 --> 00:09:54,500 +thirds of sales executives who are saying + +148 +00:09:54,500 --> 00:09:57,200 +otherwise. What's the meaning of otherwise? + +149 +00:09:58,400 --> 00:10:04,930 +Something not in agreement with this. Clear? Okay, + +150 +00:10:05,430 --> 00:10:07,930 +so no matter how strong your products, how great + +151 +00:10:07,930 --> 00:10:10,550 +your customer service, or how aggressive your sales + +152 +00:10:10,550 --> 00:10:15,450 +force, businesses lose customers every year. And + +153 +00:10:15,450 --> 00:10:19,850 +this is a fact. It is applicable and inclusive for + +154 +00:10:19,850 --> 00:10:23,870 +every firm, regardless of its history, regardless + +155 +00:10:23,870 --> 00:10:26,290 +of its experience, regardless of its background, + +156 +00:10:26,930 --> 00:10:28,970 +regardless of its product, regardless of its + +157 +00:10:28,970 --> 00:10:34,160 +quality, and so on. So this is a fact. When + +158 +00:10:34,160 --> 00:10:37,800 +companies are bought and sold, management changes, + +159 +00:10:38,260 --> 00:10:40,760 +industries consolidate, and global economies + +160 +00:10:40,760 --> 00:10:45,400 +fluctuate. So here we are talking about three + +161 +00:10:45,400 --> 00:10:48,320 +major reasons for why firms and companies are + +162 +00:10:48,320 --> 00:10:50,540 +going to lose customers every single year. The + +163 +00:10:50,540 --> 00:10:54,460 +first reason is that companies are bought and + +164 +00:10:54,460 --> 00:10:57,220 +sold; then management changes. Also, + +165 +00:10:57,600 --> 00:11:00,940 +industries consolidate, and finally, global + +166 +00:11:00,940 --> 00:11:04,770 +economies fluctuate. So here we are talking about + +167 +00:11:04,770 --> 00:11:12,430 +something called—listen, read—external forces, + +168 +00:11:12,970 --> 00:11:16,930 +which we cannot maintain, which we cannot control, + +169 +00:11:17,070 --> 00:11:19,910 +which we cannot dominate. So if the company is + +170 +00:11:19,910 --> 00:11:23,210 +going to sell itself, this means that the + +171 +00:11:23,210 --> 00:11:28,650 +management cannot resist or cannot achieve + +172 +00:11:28,650 --> 00:11:30,930 +profitability or they are not comfortable in the + +173 +00:11:30,930 --> 00:11:33,850 +market. So, in other words, an external offer, + +174 +00:11:34,150 --> 00:11:37,470 +including a very attractive offer, will be offered + +175 +00:11:37,470 --> 00:11:39,470 +to the management, and by the end, the management + +176 +00:11:39,470 --> 00:11:41,430 +will be forced to surrender. What does surrender mean? + +177 +00:11:41,430 --> 00:11:45,450 +To give it up. And they will say, okay, + +178 +00:11:45,510 --> 00:11:49,930 +we are going to sell ourselves. Also, industries + +179 +00:11:49,930 --> 00:11:52,530 +consolidate. In other words, sometimes industries + +180 +00:11:52,690 --> 00:11:57,250 +are going to enjoy a period of peak performance. What + +181 +00:11:57,250 --> 00:12:02,640 +does a period of peak performance mean? For example, these + +182 +00:12:02,640 --> 00:12:04,760 +peaks occur at various times throughout the year. + +183 +00:12:05,560 --> 00:12:07,220 +Sometimes, if you are going to talk about + +184 +00:12:07,220 --> 00:12:11,800 +something like hotel management or the hotel + +185 +00:12:11,800 --> 00:12:14,700 +industry, they are going to have their own peak + +186 +00:12:14,700 --> 00:12:17,440 +in the summer, during the holiday season, + +187 +00:12:18,020 --> 00:12:20,460 +during Christmas, during the Al-Adha and + +188 +00:12:20,460 --> 00:12:24,660 +Al-Fitr feasts, and so on. So every industry has + +189 +00:12:24,660 --> 00:12:28,480 +its own peak season. Other peaks are not going to + +190 +00:12:28,480 --> 00:12:30,620 +support or consolidate the work of the business. + +191 +00:12:31,280 --> 00:12:33,880 +The same thing with global economies fluctuating. + +192 +00:12:34,580 --> 00:12:39,290 +Sometimes, for example, the oil prices + +193 +00:12:39,430 --> 00:12:42,090 +fluctuate from one year to another, or + +194 +00:12:42,090 --> 00:12:44,970 +according to the changes in the Gulf area, or when + +195 +00:12:44,970 --> 00:12:48,270 +war broke out between Iran and Iraq, and later + +196 +00:12:48,270 --> 00:12:51,490 +on between America and Iraq. So all these external + +197 +00:12:51,490 --> 00:12:54,810 +forces are going to force the economy to + +198 +00:12:54,810 --> 00:12:59,050 +fluctuate. In this case, can the company, the firm, can + +199 +00:12:59,050 --> 00:13:01,5 + +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 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 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 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 a + +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 time will be spent + +251 +00:16:12,140 --> 00:16:16,000 +convincing and sitting 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 a 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 for 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 +that maintaining current customers is + +266 +00:17:07,120 --> 00:17:11,420 +considered 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 questions? 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 an + +271 +00:17:24,780 --> 00:17:27,760 +example. Now let's talk about, for example, the Bank of + +272 +00:17:27,760 --> 00:17:28,080 +Palestine. + +273 +00:17:30,780 --> 00:17:34,340 +The Bank of Palestine is + +274 +00:17:34,340 --> 00:17:37,800 +going to classify its customers. Some of them + +275 +00:17:37,800 --> 00:17:40,620 +are classified as qualified customers, and a + +276 +00:17:40,620 --> 00:17:43,240 +second group are classified as 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 an investment portfolio + +279 +00:17:53,000 --> 00:17:56,120 +estimated at more than two hundred thousand + +280 +00:17:56,120 --> 00:18:00,920 +Jordanian dinars (JD 200,000). + +281 +00:18:02,360 --> 00:18:07,720 +Haneen is a student—this poor girl. She is a student at AUG and her + +282 +00:18:07,720 --> 00:18:12,360 +father is opening an account for her with about JD + +283 +00:18:12,360 --> 00:18:17,560 +1,000 Jordanian dinars. The management of + +284 +00:18:17,560 --> 00:18:22,800 +the bank is going to think in this way. They will + +285 +00:18:22,800 --> 00:18:25,560 +say this customer is classified as a VIP. Yes, + +286 +00:18:25,560 --> 00:18:32,210 +a very important person. Also, he or she is + +287 +00:18:32,690 --> 00:18:35,670 +qualified to be a good customer with whom we should + +288 +00:18:35,670 --> 00:18:39,070 +maintain our relationship forever. On the + +289 +00:18:39,070 --> 00:18:43,750 +other hand, Haneen is considered an ordinary + +290 +00:18:43,750 --> 00:18:47,290 +customer. This ordinary customer should be + +291 +00:18:47,290 --> 00:18:52,690 +given an ordinary amount of time while we are + +292 +00:18:52,690 --> 00:18:56,890 +finalizing her transaction with our bank. But + +293 +00:18:56,890 --> 00:19:02,400 +regarding Walaa, everything is distinguished. + +294 +00:19:02,400 --> 00:19:06,420 +Everything is different. So when Walaa is going to + +295 +00:19:06,680 --> 00:19:09,340 +enter the bank, everyone is going to welcome her. + +296 +00:19:09,340 --> 00:19:11,520 +"Please enter the manager's office." Tea, + +297 +00:19:11,920 --> 00:19:14,340 +coffee, ice, café, whatever. All types of + +298 +00:19:14,540 --> 00:19:18,400 +hospitality will be offered to her. Somebody will + +299 +00:19:18,400 --> 00:19:20,900 +wonder why? Because the bank considers her + +300 +00:19:20,900 --> 00:19:24,780 +investment wealth a very important factor for + +301 +00:19:24,780 --> 00:19:28,820 +the firm, for our bank in this example; therefore, we + +302 +00:19:28,820 --> 00:19:33,540 +should spend more time with her so that she is + +303 +00:19:33,540 --> 00:19:36,440 +going to be relaxed, so that she is going to be + +304 +00:19:36,440 --> 00:19:38,280 +more comfortable, and in the end she will say this + +305 +00:19:38,280 --> 00:19:41,680 +bank provides excellent service; + +306 +00:19:41,680 --> 00:19:44,520 +therefore, I will continue investing in it. This is + +307 +00:19:44,520 --> 00:19:48,620 +the approach, this is the way. Clear? Now, let's move + +308 +00:19:48,620 --> 00:19:53,350 +on. So, what is sales opportunity management? + +309 +00:19:53,350 --> 00:19:56,110 +Sales opportunity management is a process of + +310 +00:19:56,270 --> 00:19:58,870 +prioritizing the company's + +311 +00:19:58,870 --> 00:20:02,330 +resources to increase sales and productivity. + +312 +00:20:02,330 --> 00:20:05,230 +Now, if you are going to talk about sales + +313 +00:20:06,430 --> 00:20:08,790 +resources, these resources might be capital, + +314 +00:20:08,790 --> 00:20:11,270 +equipment, land, + +315 +00:20:12,410 --> 00:20:17,350 +and time. Because time is a resource for the firm. + +316 +00:20:18,310 --> 00:20:26,040 +Now, why are we going to prioritize our company's + +317 +00:20:29,280 --> 00:20:32,380 +resources? Simply to increase sales + +318 +00:20:32,380 --> 00:20:34,620 +productivity. And if we are having something + +319 +00:20:37,340 --> 00:20:39,640 +called sales productivity, this means we are + +320 +00:20:39,640 --> 00:20:44,220 +having probabilities of growth. Probabilities of? + +321 +00:20:44,600 --> 00:20:47,810 +Growth. Growth. Now to increase productivity, + +322 +00:20:48,230 --> 00:20:52,490 +sales staff should focus their + +323 +00:20:52,490 --> 00:20:54,650 +efforts on those prospects, on those customers + +324 +00:20:54,650 --> 00:20:59,350 +that have a high probability of becoming important + +325 +00:20:59,350 --> 00:21:02,550 +customers. The example of the VIP, which is + +326 +00:21:02,550 --> 00:21:05,570 +used by many banks, is + +327 +00:21:05,570 --> 00:21:09,810 +considered one of the applications for this + +328 +00:21:09,810 --> 00:21:14,090 +narrative. Any + +329 +00:21:14,090 --> 00:21:16,430 +questions, any comments about this? Okay, let's + +330 +00:21:16,430 --> 00:21:21,630 +move on to another point. Look at this. Now + +331 +00:21:21,630 --> 00:21:26,190 +somebody is going to say, what is the best way to + +332 +00:21:26,190 --> 00:21:28,990 +grow? If you replace "grow" + +333 +00:21:29,310 --> 00:21:31,830 +with "increase," it's + +334 +00:21:32,110 --> 00:21:37,050 +the same thing. What is the best + +335 +00:21:37,050 --> 00:21:39,310 +way to increase sales? We are going to find + +336 +00:21:39,310 --> 00:21:42,570 +that we are talking about four approaches. Number + +337 +00:21:42,570 --> 00:21:45,390 +one, increasing business with existing customers, + +338 +00:21:46,130 --> 00:21:48,210 +increasing business with current customers. + +339 +00:21:48,650 --> 00:21:51,370 +According to sales management research, this approach achieves about 42%. + +340 +00:21:51,370 --> 00:21:55,030 +The second, 33%, is for acquiring new + +341 +00:22:01,490 --> 00:22:05,270 +customers. So which is strongest? To + +342 +00:22:05,270 --> 00:22:07,030 +maintain current relationships with + +343 +00:22:07,030 --> 00:22:10,230 +customers. This is considered the strongest + +344 +00:22:10,230 --> 00:22:14,430 +approach. A third is introducing new products. + +345 +00:22:15,670 --> 00:22:17,230 +We can introduce new products. So this is + +346 +00:22:17,230 --> 00:22:20,790 +considered the third. So this is one, this + +347 +00:22:20,790 --> 00:22:24,110 +is two, this is three, and the final one is the + +348 +00:22:24,110 --> 00:22:27,570 +fourth. The fourth, according to sales management research, + +349 +00:22:27,570 --> 00:22:31,630 +10% of growth is dedicated to mergers and acquisitions. + +350 +00:22:36,970 --> 00:22:38,610 +Let's define a merger. + +351 +00:22:41,090 --> 00:22:43,570 +What's the meaning of merger? Hanin? + +352 +00:22:44,150 --> 00:22:46,530 +It's a contract between two companies where + +353 +00:22:46,530 --> 00:22:48,950 +each company benefits mutually, + +354 +00:22:48,950 --> 00:22:51,030 +but each retains its own identity, its own brand. Excellent. Acquisitions—one + +355 +00:22:54,430 --> 00:22:57,250 +company buys the other, and the other loses its + +356 +00:22:57,250 --> 00:23:00,030 +identity, the identity belongs to the purchaser. + +357 +00:23:00,190 --> 00:23:04,890 +Excellent. So a merger, as Hanin said, involves two + +358 +00:23:04,890 --> 00:23:08,270 +companies signing a cooperative alliance + +359 +00:23:08,270 --> 00:23:13,670 +contract, in which, + +360 +00:23:14,630 --> 00:23:17,670 +each company maintains its own ideas, strategies, and + +361 +00:23:17,670 --> 00:23:21,010 +goals. But they work + +362 +00:23:21,010 --> 00:23:24,270 +together because it helps them achieve mutual interests and goals. + +363 +00:23:24,270 --> 00:23:27,910 +This is the meaning of a merger. On the other + +364 +00:23:27,910 --> 00:23:31,090 +hand, an acquisition means one stronger company + +365 +00:23:31,090 --> 00:23:36,770 +dominates and buys a smaller company or firm. In this way, + +366 +00:23:36,770 --> 00:23:41,260 +only one company remains. The smaller company's + +367 +00:23:41,260 --> 00:23:45,420 +identity is gone, it becomes an asset of the larger + +368 +00:23:45,420 --> 00:23:50,840 +firm. This is the meaning of an acquisition. + +369 +00:23:50,840 --> 00:23:53,400 +Mergers and acquisitions contribute + +370 +00:23:53,540 --> 00:23:57,920 +about 10% to sales growth. So which is strongest? + +371 +00:24:19,780 --> 00:24:23,180 +Maintaining relationships with existing + +372 +00:24:24,080 --> 00:24:26,100 +customers. And which is weakest? Mergers + +373 +00:24:26,100 --> 00:24:30,080 +and acquisitions. This could be a true/false or + +374 +00:24:30,080 --> 00:24:33,300 +multiple choice question, and you know the rest. + +375 +00:24:33,300 --> 00:24:36,060 +Any questions or comments? Before we + +376 +00:24:37,520 --> 00:24:40,380 +flip the slide, let's focus on this + +377 +00:24:40,380 --> 00:24:42,880 +point. Let's repeat what we said before. + +378 +00:24:48,780 --> 00:24:51,000 +When acquiring new + +379 +00:24:51,000 --> 00:24:53,460 +customers, remember, look here. + +380 +00:24:58,840 --> 00:25:01,520 +The investment here is greater than + +381 +00:25:03,480 --> 00:25:08,090 +here. Therefore, this has less time, less cost, and less effort. Here, + +382 +00:25:08,090 --> 00:25:14,190 +the result is unknown, unpredictable. In other + +383 +00:25:14,850 --> 00:25:20,050 +words, it's uncertain whether you'll convince the + +384 +00:25:20,050 --> 00:25:22,890 +customer or not, despite the significant investment. Because of this, this + +385 +00:25:22,890 --> 00:25:26,310 +is more economical, and its + +386 +00:25:26,410 --> 00:25:30,330 +results are more predictable than acquiring new + +387 +00:25:30,330 --> 00:25:32,910 +customers. Any questions or comments about this? + +388 +00:25:32,910 --> 00:25:37,400 +Any questions or comments? Okay, let's move on. + +389 +00:25:41,260 --> 00:25:43,840 +This slide also provides new + +390 +00:25:45,840 --> 00:25:49,000 +information, which we discussed before. Look at + +391 +00:25:49,000 --> 00:25:51,560 +this. Two ways to grow sales: obtain + +392 +00:25:51,560 --> 00:25:54,560 +new customers and grow the business with + +393 +00:25:54,560 --> 00:25:57,060 +existing customers. Which is best, as we + +394 +00:25:57,060 --> 00:25:59,980 +said? Number two, maintaining current relationships with existing + +395 +00:25:59,980 --> 00:26:04,820 +customers. What are three steps to generate new accounts? This is very + +396 +00:26:04,820 --> 00:26:07,540 +important. To design a process to generate + +397 +00:26:07,540 --> 00:26:11,760 +new accounts, we'll talk about: building databases. "Building" here doesn't refer to houses or firms. We're referring to + +398 +00:26:11,760 --> 00:26:14,140 +databases. Exactly, excellent. Databases. + +399 +00:26:14,140 --> 00:26:18,020 +These databases vary. A database must + +400 +00:26:18,020 --> 00:26:25,060 +include prospect profiles. What's a profile? + +401 +00:26:25,060 --> 00:26:27,540 +A profile is what we discussed + +402 +00:26:27,540 --> 00:26:30,540 +earlier, between Hanin and Walaa. Each + +403 +00:26:30,540 --> 00:26:36,110 +customer has a personal profile providing detailed + +404 +00:26:36,110 --> 00:26:37,930 +information: name, address, phone number, and estimated + +405 +00:26:37,930 --> 00:26:43,410 +wealth or investment portfolio. But no one would announce their wealth. Sales agencies have + +406 +00:26:43,410 --> 00:26:48,610 +indicators of each customer's financial capacity. Clear? Based on this profile, we classify them. + +407 +00:26:48,610 --> 00:26:53,330 +Step two: Build a prospect list. It's divided into two + +408 +00:26:53,330 --> 00:26:54,790 +parts: qualified and unqualified. + +409 +00:27:02,530 --> 00:27:06,590 +Step two: Build a prospect list, divided into two parts; qualified and unqualified prospects. + +410 +00:27:59,530 --> 00:28:02,870 +Qualified prospects have the financial capacity to buy our product, while unqualified prospects lack the + +411 +00:28:02,870 --> 00:28:06,630 +financial capacity to buy our product. All three steps are + +412 +00:28:06,630 --> 00:28:09,830 +important for generating new accounts for our firm. They're summarized by one word: knowledge. + +413 +00:28:09,830 --> 00:28:13,370 +So all these three steps are + +414 +00:28:13,370 --> 00:28:17,870 +very important to create or to generate new + +415 +00:28:17,870 --> 00:28:22,450 +accounts or customers for our firm. If you are + +416 +00:28:22,450 --> 00:28:26,590 +going to examine or analyze them all of them they + +417 +00:28:26,590 --> 00:28:30,530 +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 questions? + +448 +00:28:50,510 --> 00:28:53,910 +Any comments about this? Any questions? 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 explanations 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 the 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 what you are talking + +478 +00:30:36,040 --> 00:30:40,060 +about. What are 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 a verbal presentation, that's fine. If you + +481 +00:30:46,990 --> 00:30:48,850 +would like to make an 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, are 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 questions or comments? See + +486 +00:31:04,170 --> 00:31:04,650 +you next time. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/eenHDXfPHqI_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/eenHDXfPHqI_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..8b39d613478785da436a8676ec43cebdc8b87745 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/eenHDXfPHqI_postprocess.srt @@ -0,0 +1,1944 @@ +1 +00:00:21,680 --> 00:00:25,060 +Okay, good morning. 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.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ.srt new file mode 100644 index 0000000000000000000000000000000000000000..46488b0b5a90f56f385fb845625470f49a7c9471 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ.srt @@ -0,0 +1,1789 @@ +1 +00:00:21,160 --> 00:00:25,040 +Okay, good morning. Today we are going to talk + +2 +00:00:25,040 --> 00:00:29,060 +about the three types of sales. I mean, + +3 +00:00:29,060 --> 00:00:34,680 +the relationship of sales. Generally, we are talking + +4 +00:00:34,680 --> 00:00:38,540 +about three major types. These types are very + +5 +00:00:38,540 --> 00:00:41,780 +essential and vital. After that, we are going to review + +6 +00:00:41,780 --> 00:00:44,920 +and discuss them in a very detailed way. You are + +7 +00:00:44,920 --> 00:00:48,600 +going to find that all the sales relationships + +8 +00:00:48,600 --> 00:00:50,940 +which we are witnessing in our daily and personal + +9 +00:00:50,940 --> 00:00:56,580 +lives are applicable. Now let's begin by + +10 +00:00:56,580 --> 00:00:59,580 +providing you with two extra definitions. The + +11 +00:00:59,580 --> 00:01:01,420 +first one: today we are going to talk about + +12 +00:01:01,420 --> 00:01:05,220 +Salesforce program decisions. As we said last + +13 +00:01:05,220 --> 00:01:07,000 +time, how did we define Salesforce? + +14 +00:01:10,080 --> 00:01:16,390 +How did we define Salesforce? Salesforce. Yes, we + +15 +00:01:16,390 --> 00:01:20,430 +are referring to the sales staff members or sales + +16 +00:01:20,430 --> 00:01:24,370 +team. So whenever we are going to talk about the + +17 +00:01:24,370 --> 00:01:26,910 +word "program," listen, this is very important. This + +18 +00:01:26,910 --> 00:01:30,150 +means we are going to talk about how we are going + +19 +00:01:30,150 --> 00:01:34,810 +to manage a team. To manage a team means we are + +20 +00:01:34,810 --> 00:01:37,210 +talking about more than one person. Each person + +21 +00:01:37,210 --> 00:01:43,230 +has his own role, responsibilities, tasks, duties, + +22 +00:01:43,770 --> 00:01:47,570 +guidelines, authorities, delegations, + +23 +00:01:47,750 --> 00:01:52,190 +and so on. So once again, a sales force program is a + +24 +00:01:52,190 --> 00:01:55,890 +tool for planning how the sales force will perform + +25 +00:01:55,890 --> 00:02:00,370 +its role in achieving the firm's objectives. This + +26 +00:02:00,370 --> 00:02:03,210 +is the definition of sales force program + +27 +00:02:03,210 --> 00:02:07,270 +decisions. Clear? I think it's easy. Let's go to + +28 +00:02:07,270 --> 00:02:11,050 +the second term. This term refers to the account + +29 +00:02:11,050 --> 00:02:14,030 +relationship strategy. Let's underline the word + +30 +00:02:14,030 --> 00:02:17,030 +"strategy." Whenever we are going to talk about the + +31 +00:02:17,030 --> 00:02:19,470 +word "strategy," this means we are talking about + +32 +00:02:19,470 --> 00:02:23,470 +long-term goals or long-term plans. As Fatin said, + +33 +00:02:24,230 --> 00:02:31,250 +the long-term plans refer to, or give, an objective or goal for the management of the sales + +34 +00:02:31,250 --> 00:02:34,010 +firm regarding the nature of the relationship + +35 +00:02:34,010 --> 00:02:37,170 +the firm should establish with its + +36 +00:02:38,470 --> 00:02:41,570 +accounts or customers. Are we talking about short- + +37 +00:02:41,570 --> 00:02:45,130 +term relationships? Or are we talking about long- + +38 +00:02:45,130 --> 00:02:48,250 +term relationships? Or are we talking about + +39 +00:02:48,250 --> 00:02:51,090 +something in between? Or are we talking about + +40 +00:02:51,090 --> 00:02:54,560 +something in between? So all these three types, + +41 +00:02:57,280 --> 00:03:02,440 +they must be identified by the strategy. By the + +42 +00:03:02,440 --> 00:03:05,920 +strategy. Now, a firm's account relationship + +43 +00:03:05,920 --> 00:03:11,200 +strategy refers to the type of relationship. As we + +44 +00:03:11,200 --> 00:03:12,820 +said at the very beginning of the class, we are + +45 +00:03:12,820 --> 00:03:16,550 +talking about three major types. The type of + +46 +00:03:16,550 --> 00:03:19,810 +relationship it intends to develop. It refers to + +47 +00:03:19,810 --> 00:03:23,310 +the firm; the firm intends to develop or establish + +48 +00:03:23,310 --> 00:03:29,150 +with its own customers. Therefore, why is it, or + +49 +00:03:29,150 --> 00:03:31,510 +why is it important? What implication does it have + +50 +00:03:31,510 --> 00:03:34,370 +on the Salesforce program? All these questions + +51 +00:03:34,370 --> 00:03:38,110 +cannot be answered without first identifying our + +52 +00:03:38,110 --> 00:03:41,870 +strategy, which will determine how we should create + +53 +00:03:41,870 --> 00:03:45,210 +account relationships or customer relationships. + +54 +00:03:46,850 --> 00:03:50,110 +Now, let's begin with the core point of today's + +55 +00:03:50,110 --> 00:03:53,750 +class. As you can see, if you would like to + +56 +00:03:53,750 --> 00:03:56,250 +analyze this diagram, as we said, we have to read + +57 +00:03:56,250 --> 00:04:00,250 +the title. The title is saying "Alternative Types + +58 +00:04:00,250 --> 00:04:03,590 +of Account Relationship." Here, we are talking + +59 +00:04:03,590 --> 00:04:06,050 +about investment by the supplier. Oh, don't be + +60 +00:04:06,050 --> 00:04:08,850 +confused. "Supplier" can be deleted and can be + +61 +00:04:08,850 --> 00:04:12,330 +substituted by another word: sales agency. Sales + +62 +00:04:12,330 --> 00:04:15,280 +agency. Excellent, Hanin. The same thing— + +63 +00:04:15,280 --> 00:04:19,000 +investment per customer. Now listen, generally if + +64 +00:04:19,000 --> 00:04:23,060 +we are going to talk about this level, this means + +65 +00:04:23,060 --> 00:04:25,120 +we are talking about investment. Investment in + +66 +00:04:25,120 --> 00:04:27,420 +what? In three things: time, + +68 +00:04:29,660 --> 00:04:32,360 +effort, and money or cost. + +69 +00:04:35,680 --> 00:04:38,360 +So the investment in these three types or in these + +70 +00:04:38,360 --> 00:04:41,320 +three elements is very limited. But if the + +71 +00:04:41,320 --> 00:04:43,200 +investment is at this level, then we are talking + +72 +00:04:43,200 --> 00:04:47,580 +about what? A very high and expensive process of + +73 +00:04:47,580 --> 00:04:51,860 +investment. The same thing with what? With the + +74 +00:04:51,860 --> 00:04:54,280 +customer. If you are talking about investment at + +75 +00:04:54,280 --> 00:04:56,420 +this rate, this means it is a very limited or + +76 +00:04:56,420 --> 00:04:59,960 +cheap investment. But if it is over there, this means + +77 +00:04:59,960 --> 00:05:01,660 +we are talking about an expensive process of + +78 +00:05:01,660 --> 00:05:06,800 +investment done by the customer. Clear? Now let's + +79 +00:05:06,800 --> 00:05:09,120 +begin with the first type. The first type we are + +80 +00:05:09,120 --> 00:05:11,990 +talking about is transactional relationship. As we + +81 +00:05:11,990 --> 00:05:14,210 +said, sometimes we can substitute "transactional" + +82 +00:05:14,210 --> 00:05:19,950 +with "traditional." Be careful now. Listen. Imagine + +83 +00:05:19,950 --> 00:05:24,090 +we are going to have an ice cream farm. + +84 +00:05:26,090 --> 00:05:30,290 +In this case, the ice cream farm is selling a product. + +85 +00:05:30,650 --> 00:05:32,270 +What is the name of the product? Ice cream. + +86 +00:05:34,150 --> 00:05:38,170 +Listen. The farm is going to begin its own sales + +87 +00:05:40,940 --> 00:05:45,960 +with many customers. Those customers might be + +88 +00:05:45,960 --> 00:05:46,800 +supermarkets, + +89 +00:05:50,620 --> 00:05:51,420 +groceries, + +90 +00:05:53,740 --> 00:05:57,540 +small shops, etc. + +91 +00:05:59,900 --> 00:06:04,700 +Now listen, if you are going to ask, "What is the + +92 +00:06:04,700 --> 00:06:07,850 +type of the relationship which is going to connect + +93 +00:06:07,850 --> 00:06:10,670 +between this ice cream farm and the + +94 +00:06:10,670 --> 00:06:13,850 +different types of customers with whom they + +95 +00:06:13,850 --> 00:06:17,150 +are dealing?" It is a transactional relationship. + +96 +00:06:18,270 --> 00:06:21,990 +What is the meaning of this? It means the + +97 +00:06:21,990 --> 00:06:24,030 +management or the manager of the ice cream farm + +98 +00:06:24,110 --> 00:06:29,210 +do not care about a long-term, permanent + +99 +00:06:29,210 --> 00:06:34,800 +relationship. Why? Various reasons. Number one, + +100 +00:06:35,240 --> 00:06:37,780 +here we are talking about the first type of sales + +101 +00:06:37,780 --> 00:06:40,840 +which we studied last class, which is product sales. + +102 +00:06:40,840 --> 00:06:44,480 +And what did we say about product sales? We are talking about consumable + +103 +00:06:44,480 --> 00:06:46,300 +products. These consumable products—for sure, + +104 +00:06:46,300 --> 00:06:50,720 +customers will come to us sooner or later and they + +105 +00:06:50,720 --> 00:06:55,700 +will repurchase and repurchase forever. This is + +106 +00:06:58,890 --> 00:07:02,470 +one thing. Another reason: the customers with whom + +107 +00:07:02,470 --> 00:07:04,330 +you are dealing are numerous. + +108 +00:07:05,270 --> 00:07:07,110 +Therefore, if one of them is dropped from the + +109 +00:07:07,110 --> 00:07:10,910 +list, this isn't going to influence our work. This + +110 +00:07:10,910 --> 00:07:13,190 +isn't going to influence our work. This is very + +111 +00:07:13,190 --> 00:07:17,810 +important. Okay? So once again, we are talking + +112 +00:07:17,810 --> 00:07:22,830 +here about what? Product sales. With product + +113 +00:07:22,830 --> 00:07:26,770 +sales, we said, the contact or communication + +114 +00:07:26,770 --> 00:07:30,870 +with the customers is limited. As we said last + +115 +00:07:30,870 --> 00:07:34,210 +time. Okay, so this one is called a transactional + +116 +00:07:34,210 --> 00:07:37,050 +relationship. Now, let's summarize what we said. + +117 +00:07:37,550 --> 00:07:40,570 +Therefore, the supplier, in this scenario it was + +118 +00:07:40,570 --> 00:07:44,310 +the ice cream farm, they are not interested in + +119 +00:07:44,310 --> 00:07:46,950 +investing too much time, or too much effort, or too + +120 +00:07:46,950 --> 00:07:50,250 +much cost in creating a relationship with the + +121 +00:07:50,250 --> 00:07:54,690 +customer. The same thing with the customer. In + +122 +00:07:54,690 --> 00:07:59,450 +other words, the customer here, she or he, for + +123 +00:07:59,450 --> 00:08:03,510 +example, if they are living near the Gershawi + +124 +00:08:03,510 --> 00:08:08,110 +supermarket, for sure they are going to come every + +125 +00:08:08,110 --> 00:08:11,710 +day trying to buy all the consumable products which + +126 +00:08:11,710 --> 00:08:15,990 +they need at home. Imagine this customer is + +127 +00:08:15,990 --> 00:08:20,770 +studying at the American University. While she is at the university, she + +128 +00:08:20,770 --> 00:08:23,410 +would like to buy ice cream or she would like to + +129 +00:08:23,410 --> 00:08:25,810 +buy a pen. Do you think she's going to return to + +130 +00:08:25,810 --> 00:08:28,270 +the Gershawi supermarket and buy + +131 +00:08:28,270 --> 00:08:33,570 +from there? She will never do that. Why? We are + +132 +00:08:33,570 --> 00:08:36,730 +talking about a very limited investment + +133 +00:08:36,730 --> 00:08:40,320 +of time, effort, and cost. So here, if you are + +134 +00:08:40,320 --> 00:08:43,180 +going to talk about effort and time, the customer + +135 +00:08:43,180 --> 00:08:46,560 +who is studying at the American University will say, "It's more + +136 +00:08:46,560 --> 00:08:50,140 +convenient for me. It's more convenient for me to + +137 +00:08:50,140 --> 00:08:52,720 +buy from any supermarket near the university + +138 +00:08:52,720 --> 00:08:57,320 +rather than to go to the Gershawi supermarket." So + +139 +00:08:57,320 --> 00:09:00,420 +once again, the level here is very limited. + +140 +00:09:00,600 --> 00:09:04,040 +The level here is very limited. In other words, + +141 +00:09:04,120 --> 00:09:07,580 +this is the time, this is the effort, this is the + +142 +00:09:07,580 --> 00:09:10,440 +scale of the cost which the supplier is ready to + +143 +00:09:10,440 --> 00:09:13,780 +invest; and the same thing—this is the time and + +144 +00:09:13,780 --> 00:09:16,760 +the effort and the scale of the cost which the + +145 +00:09:16,760 --> 00:09:20,520 +customer is ready to invest in the relationship + +146 +00:09:20,520 --> 00:09:25,060 +with the supplier. So it's very limited; this + +147 +00:09:25,060 --> 00:09:27,540 +is the meaning of a transactional relationship; what is classified to be, + +148 +00:09:27,540 --> 00:09:33,220 +I'm sorry... product sales. + +150 +00:09:33,220 --> 00:09:34,000 +product sales + +151 +00:09:41,080 --> 00:09:43,740 +Any questions about the first type, the transactional + +152 +00:09:43,740 --> 00:09:46,240 +relationship? Any questions? Let's go to the + +153 +00:09:46,240 --> 00:09:50,720 +second. Let's go to the second. The second is called + +154 +00:09:50,720 --> 00:09:54,740 +a consultative relationship. The word "consultation," + +155 +00:09:55,720 --> 00:09:58,080 +in this case, we are talking about one word, which + +156 +00:09:58,080 --> 00:10:03,260 +is "solutions." As we said last time, a solution is always + +157 +00:10:03,260 --> 00:10:06,000 +preceded by another word, which is + +158 +00:10:06,000 --> 00:10:10,040 +"problem." So here we are talking about a problem. + +159 +00:10:10,220 --> 00:10:12,540 +Then this reminds us of the second type of + +160 +00:10:12,540 --> 00:10:16,260 +sales, which is solution sales. + +161 +00:10:21,280 --> 00:10:23,680 +Let's return to the ice cream factory. + +162 +00:10:25,520 --> 00:10:27,240 +Imagine the manager + +163 +00:10:29,980 --> 00:10:34,060 +of the ice cream farm contacted your company as an + +164 +00:10:34,060 --> 00:10:38,480 +electrical engineering company; as an electrical + +165 +00:10:38,480 --> 00:10:41,600 +engineering company, and please—remember always— + +166 +00:10:41,600 --> 00:10:44,500 +remember the customer might be an individual, as we + +167 +00:10:44,500 --> 00:10:47,680 +said repeatedly; the customer might be an individual, + +168 +00:10:47,680 --> 00:10:51,080 +a farm, an organization, a government, or a country—especially if you + +169 +00:10:51,080 --> 00:10:54,680 +are talking about weapon sales; this is very + +170 +00:10:54,680 --> 00:10:57,300 +important. Now, so this ice cream firm contacted + +171 +00:11:01,800 --> 00:11:06,440 +your company, which is providing electrical + +172 +00:11:06,440 --> 00:11:10,360 +engineering consultancies. This manager was + +173 +00:11:10,360 --> 00:11:13,820 +complaining, saying, "My firm is suffering from a + +174 +00:11:13,820 --> 00:11:17,400 +shortage of electricity. This is jeopardizing my + +175 +00:11:17,400 --> 00:11:22,680 +work of producing ice cream." Now, the quick solution to this problem + +177 +00:11:22,860 --> 00:11:24,600 +is to install a generator. + +178 +00:11:28,330 --> 00:11:29,430 +is to bring a generator. + +179 +00:11:32,510 --> 00:11:35,570 +If you are going to say the solution is a generator, + +180 +00:11:35,770 --> 00:11:38,150 +then we are not talking about a consultative + +181 +00:11:38,150 --> 00:11:42,870 +relationship. We are talking about product sales because the + +182 +00:11:42,870 --> 00:11:44,930 +product here is exactly... + +183 +00:11:46,860 --> 00:11:50,720 +He is going to inform you, "I know that the + +184 +00:11:50,720 --> 00:11:54,060 +solution is a generator." A simplistic or foolish person + +185 +00:11:54,060 --> 00:11:56,520 +is going to tell you that the only solution is the + +186 +00:11:56,520 --> 00:11:59,820 +generator. But I would like you to provide me with + +187 +00:11:59,820 --> 00:12:02,080 +something called, read: + +188 +00:12:05,360 --> 00:12:09,860 +an optimal solution. We didn't say "a good solution." "Optimal solution" + +189 +00:12:10,640 --> 00:12:12,440 +If it is optimal, then we are talking about what? + +190 +00:12:13,010 --> 00:12:17,870 +Solution sales. "Optimal" means we would + +191 +00:12:17,870 --> 00:12:21,490 +like to look for a generator which has + +192 +00:12:21,490 --> 00:12:25,030 +specific specifications and will save us + +193 +00:12:25,030 --> 00:12:29,910 +fuel and costs. These two + +194 +00:12:29,910 --> 00:12:33,130 +items are interrelated with the goal of the ice cream + +195 +00:12:33,130 --> 00:12:38,710 +farm, which is profit. So the question + +196 +00:12:38,710 --> 00:12:43,640 +now is, "Which type of generator should we install + +197 +00:12:43,640 --> 00:12:49,140 +inside the farm?" Which type? We are going to look + +198 +00:12:49,140 --> 00:12:53,900 +for the type of generator which is going to be + +199 +00:12:53,900 --> 00:12:57,620 +efficient and effective. When we are saying + +200 +00:12:57,620 --> 00:13:01,060 +efficient and effective, this answer cannot be + +201 +00:13:01,060 --> 00:13:03, + +223 +00:14:17,690 --> 00:14:20,550 +with the better solution in this regard? An + +224 +00:14:20,550 --> 00:14:23,030 +electrical consultant, who, in this example, + +225 +00:14:23,470 --> 00:14:27,350 +is from an electrical engineering company. We said in this + +226 +00:14:27,350 --> 00:14:30,470 +example, the electrical engineering company now is + +227 +00:14:30,470 --> 00:14:31,250 +the supplier. + +228 +00:14:33,960 --> 00:14:37,620 +But the sales relationship between the team + +229 +00:14:37,620 --> 00:14:42,160 +is a consultative relationship. Clear? Any questions + +230 +00:14:42,160 --> 00:14:42,660 +or comments? + +231 +00:14:45,680 --> 00:14:48,760 +Be careful because now we are going to give a + +232 +00:14:48,760 --> 00:14:52,020 +third example about the same factory to clarify + +233 +00:14:52,020 --> 00:14:54,540 +what? The enterprise relationship. + +234 +00:14:56,780 --> 00:15:01,720 +In the enterprise relationship, remember this is + +235 +00:15:01,720 --> 00:15:08,660 +reflecting, as you said, value sales when + +236 +00:15:08,660 --> 00:15:11,500 +the value sales all the time. Remember here we are + +237 +00:15:11,500 --> 00:15:17,860 +talking about something called a partnership or + +238 +00:15:17,860 --> 00:15:20,040 +sometimes we are saying a strategic partnership. + +239 +00:15:20,040 --> 00:15:27,470 +Listen, the supplier. The supplier, according to the + +240 +00:15:27,470 --> 00:15:30,230 +enterprise relationship, is going to look at the + +241 +00:15:30,230 --> 00:15:32,170 +customer as, remember, + +242 +00:15:34,790 --> 00:15:40,110 +assets or partners. + +243 +00:15:42,450 --> 00:15:45,470 +Now, what is the meaning of this? It means that + +244 +00:15:45,470 --> 00:15:49,450 +the supplier isn't ready to + +245 +00:15:49,450 --> 00:15:54,570 +sacrifice any single customer because this + +246 +00:15:54,570 --> 00:15:57,630 +customer is a partner. If a partner is going to + +247 +00:15:57,630 --> 00:15:59,610 +withdraw from this relationship, the enterprise + +248 +00:15:59,610 --> 00:16:03,270 +relationship, this is going to weaken the power + +249 +00:16:03,270 --> 00:16:08,770 +and the profit of the supplier. Now, look at this + +250 +00:16:08,770 --> 00:16:15,050 +example. The ice cream firm itself, in order to + +251 +00:16:15,050 --> 00:16:17,370 +work, they are going to need something called + +252 +00:16:17,370 --> 00:16:22,290 +cartons. Why? Because with cartons we are going to + +253 +00:16:22,290 --> 00:16:24,270 +package and with cartons we are going to distribute + +254 +00:16:24,270 --> 00:16:27,550 +the ice cream product and so on. So can the ice + +255 +00:16:27,550 --> 00:16:30,930 +cream function naturally without dependence on + +256 +00:16:30,930 --> 00:16:34,650 +this product, cartons? No. Imagine we are going to + +257 +00:16:34,650 --> 00:16:36,870 +have now a carton firm. + +258 +00:16:40,330 --> 00:16:45,590 +In this case, the carton firm is the supplier and the + +259 +00:16:45,590 --> 00:16:47,930 +ice cream firm is the customer. + +260 +00:16:53,010 --> 00:16:57,750 +The carton firm will look at the ice cream firm as a + +261 +00:16:57,750 --> 00:17:02,990 +strategic partner, as an asset. They will say, we + +262 +00:17:02,990 --> 00:17:05,730 +will do our best in order to help the ice + +263 +00:17:05,730 --> 00:17:08,970 +cream firm as much as we can, so that they are going to + +264 +00:17:08,970 --> 00:17:13,290 +function naturally. Why? They are partners. If + +265 +00:17:13,290 --> 00:17:15,870 +they close their business, we will lose as well. + +266 +00:17:16,230 --> 00:17:19,310 +If they increase their sales, we will win as well. + +267 +00:17:20,330 --> 00:17:22,710 +Therefore, we are talking about an embedded + +268 +00:17:22,710 --> 00:17:27,170 +enterprise relationship founded on a strategic + +269 +00:17:27,170 --> 00:17:31,820 +partnership between these two firms. So this + +270 +00:17:31,820 --> 00:17:34,200 +kind of relationship is called an enterprise + +271 +00:17:34,200 --> 00:17:39,920 +relationship. Stop here. Imagine, for example, one + +272 +00:17:39,920 --> 00:17:43,060 +of the ice cream firm’s or the carton firm’s + +273 +00:17:43,060 --> 00:17:47,020 +suppliers is going to send, listen, a salesperson + +274 +00:17:47,020 --> 00:17:52,140 +asking something from the ice cream firm. Imagine + +275 +00:17:52,140 --> 00:17:58,170 +this salesperson mispronounced or misspoke. Let's say + +276 +00:17:58,170 --> 00:18:01,130 +this salesperson spoke in a very ugly way, + +277 +00:18:01,250 --> 00:18:04,370 +spoke in a very bad way. Do you think the manager + +278 +00:18:04,370 --> 00:18:06,790 +of the ice cream firm is going to cut the relationship + +279 +00:18:06,790 --> 00:18:12,610 +with the carton firm? No. Exactly. So the sales + +280 +00:18:12,610 --> 00:18:15,630 +force now, according to the enterprise relationship, + +281 +00:18:15,630 --> 00:18:20,170 +is playing a secondary role rather than a primary + +282 +00:18:20,170 --> 00:18:25,640 +role. Why? Because each partner is looking at the + +283 +00:18:25,640 --> 00:18:28,660 +bigger picture or the bigger image, which is the + +284 +00:18:28,660 --> 00:18:32,860 +mutual value, the mutual partnership. If your + +285 +00:18:32,860 --> 00:18:35,600 +partner is winning, you are winning as well. If + +286 +00:18:35,600 --> 00:18:38,320 +your partner is losing, you are losing as well. + +287 +00:18:40,240 --> 00:18:44,860 +This is very important. Very important. Let's + +288 +00:18:44,860 --> 00:18:49,200 +summarize what we have explained now. Listen. This is a + +289 +00:18:49,200 --> 00:18:53,560 +narrative explanation of what we have just + +290 +00:18:53,560 --> 00:18:56,160 +talked about. Let's begin with the first type of + +291 +00:18:56,160 --> 00:18:58,660 +relationship, which is a transactional relationship. + +292 +00:18:59,360 --> 00:19:01,580 +So a transactional relationship is a relationship + +293 +00:19:01,580 --> 00:19:06,720 +based on the need for a product. Because of this, + +294 +00:19:06,800 --> 00:19:08,740 +we said this kind of relationship refers to + +295 +00:19:08,740 --> 00:19:12,380 +product sales of acceptable quality, of course, + +296 +00:19:12,760 --> 00:19:16,570 +along with competitive pricing. In addition, a + +297 +00:19:16,570 --> 00:19:19,150 +process and relationship convenient for the buyer. + +298 +00:19:20,190 --> 00:19:23,230 +Because of this, what did we say? The customer + +299 +00:19:23,230 --> 00:19:26,370 +isn't ready to go to the Gashawy supermarket and + +300 +00:19:26,370 --> 00:19:29,250 +buy the product from there. They are going to + +301 +00:19:29,250 --> 00:19:32,610 +look for any nearby supermarket and they + +302 +00:19:32,610 --> 00:19:34,610 +are going to buy their desired product from + +303 +00:19:34,610 --> 00:19:38,350 +there. Why? Because the buyer is looking for their + +304 +00:19:38,350 --> 00:19:44,720 +own convenience, for their own comfort. Okay? Now, + +305 +00:19:45,720 --> 00:19:48,160 +how are customers thinking? All the time they + +306 +00:19:48,160 --> 00:19:51,260 +are thinking, "I have never bought anything from + +307 +00:19:51,260 --> 00:19:54,560 +someone I didn't like." This is according to what? + +308 +00:19:55,680 --> 00:19:58,640 +A transactional relationship. Imagine, whenever I'm going + +309 +00:19:58,640 --> 00:20:02,800 +to enter a supermarket or grocery store, if I'm going to + +310 +00:20:02,800 --> 00:20:05,360 +look at the seller and I don't like + +311 +00:20:05,360 --> 00:20:08,540 +their appearance, I'm + +312 +00:20:08,540 --> 00:20:10,780 +not going to buy. I'm going to leave directly. + +313 +00:20:11,840 --> 00:20:15,360 +This is the same ideology that is + +314 +00:20:15,360 --> 00:20:17,900 +present in the minds of customers who are operating + +315 +00:20:17,900 --> 00:20:22,520 +according to a transactional relationship. Let's + +316 +00:20:22,520 --> 00:20:25,240 +go to the second one. The second one is called a + +317 +00:20:25,240 --> 00:20:28,820 +consultative relationship. A consultative + +318 +00:20:28,820 --> 00:20:32,080 +relationship is a common relationship found + +319 +00:20:32,080 --> 00:20:37,670 +widely in the industrial market. The industrial market + +320 +00:20:37,670 --> 00:20:41,150 +is based on the customer's demands and + +321 +00:20:41,150 --> 00:20:44,910 +willingness to pay for sales efforts that create + +322 +00:20:44,910 --> 00:20:47,930 +new value and provide additional benefits outside + +323 +00:20:47,930 --> 00:20:52,190 +the product itself. In the example, when we said + +324 +00:20:52,190 --> 00:20:54,350 +when we had a problem, we were not + +325 +00:20:54,350 --> 00:20:58,380 +looking for a generator. We were looking for a + +326 +00:20:58,380 --> 00:21:01,440 +better generator, beyond just the product, its + +327 +00:21:01,440 --> 00:21:04,460 +specifications, its impact on our work, its + +328 +00:21:04,460 --> 00:21:06,580 +efficiency, its effectiveness and so on. + +329 +00:21:07,620 --> 00:21:12,100 +This is very important. Now, this + +330 +00:21:12,100 --> 00:21:15,020 +consultative relationship is founded on + +331 +00:21:15,020 --> 00:21:17,140 +various principles. Number one, we have to + +332 +00:21:17,140 --> 00:21:19,580 +understand the customer's problem primarily or + +333 +00:21:19,580 --> 00:21:22,620 +specifically. Second, we have to develop a better + +334 +00:21:22,620 --> 00:21:26,580 +solution, rather than just a good solution. And finally, + +335 +00:21:27,160 --> 00:21:30,840 +advocate for the customer's interests. In the example, + +336 +00:21:31,060 --> 00:21:33,240 +we were developing and advocating for the customer's + +337 +00:21:33,240 --> 00:21:37,420 +interests. The customer was the ice cream firm, and + +338 +00:21:37,420 --> 00:21:39,160 +their main interest is to increase their own + +339 +00:21:39,160 --> 00:21:42,260 +profit by providing them with the most efficient + +340 +00:21:42,260 --> 00:21:47,860 +and effective generator. Clear? Now let's go to + +341 +00:21:47,860 --> 00:21:51,020 +the third. The third relationship is called an + +342 +00:21:51,020 --> 00:21:55,050 +enterprise relationship, where an enterprise + +343 +00:21:55,050 --> 00:21:58,030 +relationship is one in which the primary function + +344 +00:21:58,030 --> 00:22:01,810 +is to leverage any and all corporate assets and + +345 +00:22:02,290 --> 00:22:06,890 +strategic partnerships of the supplier in order to + +346 +00:22:06,890 --> 00:22:10,570 +contribute to the customer's strategic success. If + +347 +00:22:10,570 --> 00:22:13,310 +our customer succeeds, for sure we will + +348 +00:22:13,310 --> 00:22:16,370 +succeed as well. If they fail, we will fail as + +349 +00:22:16,370 --> 00:22:21,020 +well. So these are founded on various principles. + +350 +00:22:21,300 --> 00:22:23,460 +Some of these principles: product and sales force + +351 +00:22:23,460 --> 00:22:26,520 +are secondary. This reminds us of the + +352 +00:22:26,520 --> 00:22:31,860 +salesperson who, if they misspoke or something + +353 +00:22:31,860 --> 00:22:34,200 +like that, it doesn’t matter. We are not going to + +354 +00:22:34,200 --> 00:22:38,460 +pay attention to them. Our interest or focus is on + +355 +00:22:38,460 --> 00:22:45,070 +strategic partnerships. This person is minor; they + +356 +00:22:45,070 --> 00:22:48,890 +are not a major factor. The major factor is the strategic + +357 +00:22:48,890 --> 00:22:52,970 +interest. Also, customers must be of strategic + +358 +00:22:52,970 --> 00:22:55,870 +importance to the selling organization. Suppliers + +359 +00:22:55,870 --> 00:22:59,070 +are involved in the early stages of lead + +360 +00:22:59,070 --> 00:23:03,370 +identification. Supplier teams interface; + +361 +00:23:03,470 --> 00:23:06,770 +interface means interact with the customer on a + +362 +00:23:06,770 --> 00:23:10,030 +regular basis. And finally, suppliers respond + +363 +00:23:10,030 --> 00:23:14,740 +immediately and seize information continuously. So + +364 +00:23:14,740 --> 00:23:17,520 +these are the major principles upon which an + +365 +00:23:17,520 --> 00:23:21,000 +enterprise relationship can be founded. Any + +366 +00:23:21,000 --> 00:23:23,200 +questions? Any comments about this? I think it's + +367 +00:23:23,200 --> 00:23:31,140 +easy. Let's move on. Now, before our final segment in + +368 +00:23:31,140 --> 00:23:33,980 +this class, let's ask ourselves this simple + +369 +00:23:33,980 --> 00:23:37,420 +question. Imagine you are going, or we are going to + +370 +00:23:37,420 --> 00:23:41,200 +hire you as a sales manager in our firm. Listen + +371 +00:23:41,200 --> 00:23:45,390 +here. We are going to ask you one simple question. + +372 +00:23:46,690 --> 00:23:49,750 +You are requested, or you are asked, to design a + +373 +00:23:49,750 --> 00:23:53,830 +sales force program. Tell us briefly, what are the + +374 +00:23:53,830 --> 00:23:57,170 +major steps that you are going to take to create a + +375 +00:23:57,170 --> 00:23:59,370 +complete sales force program? + +376 +00:24:01,990 --> 00:24:07,090 +Input, process, and output. Excellent. What is the + +377 +00:24:07,090 --> 00:24:07,290 +input? + +378 +00:24:11,900 --> 00:24:16,020 +Exactly. We have to identify the marketing objectives + +379 +00:24:16,020 --> 00:24:19,020 +of our firm. We have to identify a strategy + +380 +00:24:19,020 --> 00:24:21,840 +implementation program. This is considered to be + +381 +00:24:21,840 --> 00:24:26,740 +step number one. Next, what are we going to + +382 +00:24:26,740 --> 00:24:29,360 +do? We said we must create something called an + +383 +00:24:29,360 --> 00:24:32,700 +account relationship strategy. In other words, + +384 +00:24:33,560 --> 00:24:35,840 +what strategy are we going to adopt + +385 +00:24:35,840 --> 00:24:38,260 +to create a relationship? Are we talking about a + +386 +00:24:38,260 --> 00:24:41,660 +transactional relationship? Are we talking about an enterprise relationship? Or + +387 +00:24:41,660 --> 00:24:45,640 +are we talking about a consultative relationship? Third, we would + +388 +00:24:45,640 --> 00:24:48,340 +like to identify desired selling actions and + +389 +00:24:48,340 --> 00:24:51,140 +behaviors. What is acceptable and what is + +390 +00:24:51,140 --> 00:24:54,600 +unacceptable? Fourth, we are going to talk about the + +391 +00:24:54,600 --> 00:24:56,860 +organizational structure; how are we going to + +392 +00:24:56,860 --> 00:25:01,120 +organize our sales team members. Next, we are + +393 +00:25:01,120 --> 00:25:02,780 +going to talk about a competency development + +394 +00:25:02,780 --> 00:25:05,780 +program. Why? Because this program is going to + +395 +00:25:05,780 --> 00:25:10,300 +develop, train, and orient all of our staff + +396 +00:25:10,300 --> 00:25:15,800 +members. Okay? Finally, we would like to identify + +397 +00:25:15,800 --> 00:25:18,700 +our leadership system. In other words, we must + +398 +00:25:18,700 --> 00:25:23,540 +agree on a leader. Who is our + +399 +00:25:23,540 --> 00:25:27,680 +leader? And which team will be led by this + +400 +00:25:27,680 --> 00:25:31,670 +leader? So all these steps might be finalized by + +401 +00:25:31,670 --> 00:25:37,110 +you to create what? A sales force program. Are we + +402 +00:25:37,110 --> 00:25:39,190 +talking here about independent, isolated + +403 +00:25:39,190 --> 00:25:42,510 +processes? No. We are talking about something + +404 +00:25:42,510 --> 00:25:46,530 +called feedback. This feedback is important. Why? + +405 +00:25:47,370 --> 00:25:49,910 +Because we would like to be sure if we are doing the + +406 +00:25:49,910 --> 00:25:54,530 +right work or the wrong work; a right judgment or + +407 +00:25:54,530 --> 00:25:58,330 +an unfair judgment. So we need feedback. The feedback + +408 +00:25:58,330 --> 00:26:01,970 +will be taken from the staff members in + +409 +00:26:01,970 --> 00:26:05,870 +comparison with two kinds of estimates. Estimate + +410 +00:26:05,870 --> 00:26:08,130 +number one: sales potential and sales forecast. + +411 +00:26:08,770 --> 00:26:11,950 +Estimate number two: estimates of sales force size + +412 +00:26:11,950 --> 00:26:17,110 +and budget. Then imagine we estimated that our + +413 +00:26:17,110 --> 00:26:20,960 +sales would be 80% this year. And later + +414 +00:26:20,960 --> 00:26:24,820 +on, after this year finished, our sales were 70%. + +415 +00:26:24,820 --> 00:26:28,280 +This means, did we do a good job or a bad job? A + +416 +00:26:28,280 --> 00:26:30,980 +bad job. Because we are talking about a failure of + +417 +00:26:30,980 --> 00:26:34,440 +10%. In this case, we are going to review what we + +418 +00:26:34,440 --> 00:26:37,500 +have been doing throughout the previous year and + +419 +00:26:37,500 --> 00:26:41,040 +we have to identify the weakest link, the + +420 +00:26 + +445 +00:28:10,700 --> 00:28:16,220 +relationships. Clear? Number two, we are talking + +446 +00:28:16,220 --> 00:28:20,080 +about the profit margin of the supplier. All the + +447 +00:28:20,080 --> 00:28:23,560 +time remember, sometimes the supplier isn't going + +448 +00:28:23,560 --> 00:28:28,280 +to be focused too much on something called + +449 +00:28:28,280 --> 00:28:31,940 +the supplier's profit margin. This is considered to be + +450 +00:28:31,940 --> 00:28:34,900 +no responsibility of the supplier. Somebody is + +451 +00:28:34,900 --> 00:28:37,140 +going to wonder, why the supplier isn't going to + +452 +00:28:37,140 --> 00:28:41,180 +be too attentive to the supplier's profit margin? + +453 +00:28:42,520 --> 00:28:47,400 +Once again, the supplier doesn't care. Whether his + +454 +00:28:47,400 --> 00:28:49,580 +customer is going to benefit or not benefit. + +455 +00:28:49,820 --> 00:28:52,200 +Whether he is going to achieve a profit or not. + +456 +00:28:52,200 --> 00:28:56,380 +Once again, non-relationship. Also, we are + +457 +00:28:56,380 --> 00:29:01,320 +talking about many customers. Exactly. Here, the + +458 +00:29:01,320 --> 00:29:06,180 +situation is the opposite. They are giving strong + +459 +00:29:06,180 --> 00:29:10,620 +attention to the suppliers' need to make a fair + +460 +00:29:10,620 --> 00:29:14,660 +profit. Third, little support for feedback. They + +461 +00:29:14,660 --> 00:29:17,590 +do not want feedback. Because we are talking about + +462 +00:29:17,590 --> 00:29:20,590 +short-term relationships. Sales which happen like + +463 +00:29:20,590 --> 00:29:23,950 +this. Then, are they interested in renewing it? They + +464 +00:29:23,950 --> 00:29:26,890 +do not care. But here, the feedback is excellent. + +465 +00:29:27,810 --> 00:29:31,150 +It is considered to be the basis for creating a + +466 +00:29:31,150 --> 00:29:34,770 +future strategic relationship. Here, no guarantee + +467 +00:29:34,770 --> 00:29:37,570 +of a business relationship beyond the contract. Once + +468 +00:29:37,570 --> 00:29:39,930 +again, no performance expectation beyond the + +469 +00:29:39,930 --> 00:29:44,910 +contract. So in other words, the contract is + +470 +00:29:44,910 --> 00:29:49,480 +considered to be the Bible upon which we are going + +471 +00:29:49,480 --> 00:29:52,440 +to resolve our conflicts or our misunderstandings. + +472 +00:29:53,780 --> 00:29:57,920 +In other words, the Bible, the book of law. In + +473 +00:29:57,920 --> 00:30:01,840 +other words, if we disagreed with one another, + +474 +00:30:02,700 --> 00:30:05,220 +this means what is going to resolve + +475 +00:30:05,220 --> 00:30:09,730 +this issue, the contract which we both signed. But + +476 +00:30:09,730 --> 00:30:14,530 +here, the contract is one pool. Is it everything? + +477 +00:30:14,870 --> 00:30:17,970 +No. Can we resolve other things beyond the + +478 +00:30:17,970 --> 00:30:21,470 +contract? Yes. Why? Because of this. + +479 +00:30:24,610 --> 00:30:27,950 +Exactly. We are talking about a strategic + +480 +00:30:27,950 --> 00:30:30,450 +relationship. This strategic relationship is + +481 +00:30:30,450 --> 00:30:33,990 +founded on trust, on loyalty, on cooperation and + +482 +00:30:33,990 --> 00:30:37,910 +positive-sum gain. But here, we are talking about + +483 +00:30:37,910 --> 00:30:42,690 +zero-sum gain. In other words, we are not so + +484 +00:30:42,690 --> 00:30:45,910 +interested in whether our customer achieves a profit + +485 +00:30:45,910 --> 00:30:49,470 +or not. We do not care about this. What we care about is + +486 +00:30:49,470 --> 00:30:53,230 +to implement and execute the contract fully. + +487 +00:30:53,970 --> 00:30:58,120 +Nothing more, nothing less. Well, this is a quick + +488 +00:30:58,120 --> 00:31:00,240 +comparison between these two types of + +489 +00:31:00,240 --> 00:31:02,960 +relationships, the transactional and the enterprise. Any + +490 +00:31:02,960 --> 00:31:05,480 +questions or comments about today's class? Now, + +491 +00:31:05,560 --> 00:31:09,120 +let's summarize. So in this class, we talked in a + +492 +00:31:09,120 --> 00:31:11,900 +very detailed way about the three types of sales. + +493 +00:31:12,540 --> 00:31:16,640 +Inshallah, next Saturday, we are going to begin + +494 +00:31:16,640 --> 00:31:21,100 +talking about chapter number three. Done? Done. + +495 +00:31:21,820 --> 00:31:25,370 +Did you do your assignments? Now I am going to + +496 +00:31:25,370 --> 00:31:29,150 +take a few answers as a sample. Thank you, William. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..f83b45197a8201b084be7f21423471419119dba5 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ_postprocess.srt @@ -0,0 +1,1984 @@ +1 +00:00:21,160 --> 00:00:25,040 +Okay, good morning. Today we are going to talk + +2 +00:00:25,040 --> 00:00:29,060 +about the three types of sales. I mean + +3 +00:00:29,060 --> 00:00:34,680 +relationship of sales. Generally we are talking + +4 +00:00:34,680 --> 00:00:38,540 +about three major types. These types they are very + +5 +00:00:38,540 --> 00:00:41,780 +essential and vital. After we are going to review + +6 +00:00:41,780 --> 00:00:44,920 +and discuss them in a very detailed way. You are + +7 +00:00:44,920 --> 00:00:48,600 +going to find that all the sales relationships + +8 +00:00:48,600 --> 00:00:50,940 +which we are witnessing in our daily and personal + +9 +00:00:50,940 --> 00:00:56,580 +lives, they are applicable. Now let's begin by + +10 +00:00:56,580 --> 00:00:59,580 +providing you with extra two definitions. The + +11 +00:00:59,580 --> 00:01:01,420 +first one today we are going to talk about + +12 +00:01:01,420 --> 00:01:05,220 +Salesforce program decisions. As we said last + +13 +00:01:05,220 --> 00:01:07,000 +time, how did we define Salesforce? + +14 +00:01:10,080 --> 00:01:16,390 +How did we define Salesforce? Salesforce. Yes, we + +15 +00:01:16,390 --> 00:01:20,430 +are referring to the sales staff members or sales + +16 +00:01:20,430 --> 00:01:24,370 +team. So whenever we are going to talk about the + +17 +00:01:24,370 --> 00:01:26,910 +word program, listen, this is very important. This + +18 +00:01:26,910 --> 00:01:30,150 +means we are going to talk about how we are going + +19 +00:01:30,150 --> 00:01:34,810 +to manage a team. To manage a team it means we are + +20 +00:01:34,810 --> 00:01:37,210 +talking about more than one person. Each person + +21 +00:01:37,210 --> 00:01:43,230 +has his own role. responsibilities, tasks, duties, + +22 +00:01:43,770 --> 00:01:47,570 +white lines, red lines, authorities, delegations, + +23 +00:01:47,750 --> 00:01:52,190 +and etc. So once again, a sales force program is a + +24 +00:01:52,190 --> 00:01:55,890 +tool for planning how the sales force will perform + +25 +00:01:55,890 --> 00:02:00,370 +its role in achieving the firm's objectives. This + +26 +00:02:00,370 --> 00:02:03,210 +is the definition of sales force program + +27 +00:02:03,210 --> 00:02:07,270 +decisions. Clear? I think it's easy. Let's go to + +28 +00:02:07,270 --> 00:02:11,050 +the second term. This term refers to the account + +29 +00:02:11,050 --> 00:02:14,030 +relationship strategy. Let's underline the word + +30 +00:02:14,030 --> 00:02:17,030 +strategy. Whenever we are going to talk about the + +31 +00:02:17,030 --> 00:02:19,470 +word strategy, this means we are talking about + +32 +00:02:19,470 --> 00:02:23,470 +long-term goals or long-term plans. As Fatin said, + +33 +00:02:24,230 --> 00:02:31,250 +the long-term plans refers or gives a lesson or + +34 +00:02:31,250 --> 00:02:34,010 +objective or goal for the management of the sales + +35 +00:02:34,010 --> 00:02:37,170 +firm about what is the top of the relationship. + +36 +00:02:38,470 --> 00:02:41,570 +Which this file should establish with its own + +37 +00:02:41,570 --> 00:02:45,130 +accounts or customers? Are we talking about short + +38 +00:02:45,130 --> 00:02:48,250 +term relationship? Or are we talking about long + +39 +00:02:48,250 --> 00:02:51,090 +term relationship? Or are we talking about + +40 +00:02:51,090 --> 00:02:54,560 +something in between? Or are we talking about + +41 +00:02:54,560 --> 00:02:57,080 +something in between? So all these three types, + +42 +00:02:57,280 --> 00:03:02,440 +they must be identified by the strategy. By the + +43 +00:03:02,440 --> 00:03:05,920 +strategy. Now, so a firm's account relationship + +44 +00:03:05,920 --> 00:03:11,200 +strategy refers to the type of relationship. As we + +45 +00:03:11,200 --> 00:03:12,820 +said at the very beginning of the class, we are + +46 +00:03:12,820 --> 00:03:16,550 +talking about three major types. The type of + +47 +00:03:16,550 --> 00:03:19,810 +relationship it intends to develop. It refers to + +48 +00:03:19,810 --> 00:03:23,310 +the firm. The firm intends to develop or establish + +49 +00:03:23,310 --> 00:03:29,150 +with its own customers. Therefore, why is it or + +50 +00:03:29,150 --> 00:03:31,510 +why it is important? What implication does it have + +51 +00:03:31,510 --> 00:03:34,370 +on the Salesforce program? All these questions + +52 +00:03:34,370 --> 00:03:38,110 +cannot be answered without first identifying our + +53 +00:03:38,110 --> 00:03:41,870 +strategy which will determine how we should create + +54 +00:03:41,870 --> 00:03:45,210 +account relationship or customer relationship. + +55 +00:03:46,850 --> 00:03:50,110 +Now, let's begin with the core point of today's + +56 +00:03:50,110 --> 00:03:53,750 +class. As you can see, if you would like to + +57 +00:03:53,750 --> 00:03:56,250 +analyze this diagram, as we said, we have to read + +58 +00:03:56,250 --> 00:04:00,250 +the title. The title is saying alternative types + +59 +00:04:00,250 --> 00:04:03,590 +of account relationship. Here, we are talking + +60 +00:04:03,590 --> 00:04:06,050 +about investment by supplier. Oh, don't be + +61 +00:04:06,050 --> 00:04:08,850 +confused. Supplier can be deleted and can be + +62 +00:04:08,850 --> 00:04:12,330 +substituted by another word. Sales agency. Sales + +63 +00:04:12,330 --> 00:04:15,280 +agency. Excellent, Hanin. The same thing + +64 +00:04:15,280 --> 00:04:19,000 +investment per customer. Now listen, generally if + +65 +00:04:19,000 --> 00:04:23,060 +we are going to talk about this level, this means + +66 +00:04:23,060 --> 00:04:25,120 +we are talking about investment. Investment in + +67 +00:04:25,120 --> 00:04:27,420 +what? In three things, time, + +68 +00:04:29,660 --> 00:04:32,360 +effort and money or cost. + +69 +00:04:35,680 --> 00:04:38,360 +So the investment in these three types or in these + +70 +00:04:38,360 --> 00:04:41,320 +three elements, it's very limited. But if the + +71 +00:04:41,320 --> 00:04:43,200 +investment at this level, then we are talking + +72 +00:04:43,200 --> 00:04:47,580 +about what? a very high and expensive process of + +73 +00:04:47,580 --> 00:04:51,860 +investment. The same thing with what? With the + +74 +00:04:51,860 --> 00:04:54,280 +customer. If you are talking about investment at + +75 +00:04:54,280 --> 00:04:56,420 +this rate, this means it is a very limited or + +76 +00:04:56,420 --> 00:04:59,960 +cheap investment. But it is over there, this means + +77 +00:04:59,960 --> 00:05:01,660 +we are talking about expensive process of + +78 +00:05:01,660 --> 00:05:06,800 +investment done by customer. Clear? Now let's + +79 +00:05:06,800 --> 00:05:09,120 +begin with the first thing. The first thing we are + +80 +00:05:09,120 --> 00:05:11,990 +talking about is transactional relationship. As we + +81 +00:05:11,990 --> 00:05:14,210 +said, sometimes we can substitute transactional + +82 +00:05:14,210 --> 00:05:19,950 +with traditional. Be careful now. Listen. Imagine + +83 +00:05:19,950 --> 00:05:24,090 +we are going to have ice cream farm. + +84 +00:05:26,090 --> 00:05:30,290 +In this case, the ice cream is selling a product. + +85 +00:05:30,650 --> 00:05:32,270 +What is the name of the product? Ice cream. + +86 +00:05:34,150 --> 00:05:38,170 +Listen. The farm is going to begin its own sales. + +87 +00:05:40,940 --> 00:05:45,960 +with many of customers. Those customers might be + +88 +00:05:45,960 --> 00:05:46,800 +supermarkets, + +89 +00:05:50,620 --> 00:05:51,420 +groceries, + +90 +00:05:53,740 --> 00:05:57,540 +small shops, etc. + +91 +00:05:59,900 --> 00:06:04,700 +Now listen, if you are going to ask, what is the + +92 +00:06:04,700 --> 00:06:07,850 +type of the relationship which is going to connect + +93 +00:06:07,850 --> 00:06:10,670 +between this ice cream fair along with the + +94 +00:06:10,670 --> 00:06:13,850 +different types of the customers with whom they + +95 +00:06:13,850 --> 00:06:17,150 +are dealing with. It is a transactional tradition. + +96 +00:06:18,270 --> 00:06:21,990 +What is the meaning of this? It means the + +97 +00:06:21,990 --> 00:06:24,030 +management or the manager of the ice cream fair, + +98 +00:06:24,110 --> 00:06:29,210 +they do not care about long-term permanent + +99 +00:06:29,210 --> 00:06:34,800 +relationship. Why? Various reasons. Number one, + +100 +00:06:35,240 --> 00:06:37,780 +here we are talking about the first type of sales + +101 +00:06:37,780 --> 00:06:40,840 +which we studied last class, which is excellent + +102 +00:06:40,840 --> 00:06:44,480 +product sales. And what did we say about the + +103 +00:06:44,480 --> 00:06:46,300 +product sales? We are talking about consumed + +104 +00:06:46,300 --> 00:06:50,720 +products. These consumed products for sure + +105 +00:06:50,720 --> 00:06:55,700 +customers will come to us sooner or later and they + +106 +00:06:55,700 --> 00:06:58,890 +will repurchase and repurchase forever. This is + +107 +00:06:58,890 --> 00:07:02,470 +one thing. Another reason, the customers with whom + +108 +00:07:02,470 --> 00:07:04,330 +you are dealing, they are many, too many. + +109 +00:07:05,270 --> 00:07:07,110 +Therefore, if one of them is dropped from the + +110 +00:07:07,110 --> 00:07:10,910 +list, this isn't going to influence our work. This + +111 +00:07:10,910 --> 00:07:13,190 +isn't going to influence our work. This is very + +112 +00:07:13,190 --> 00:07:17,810 +important. Okay? So once again, we are talking + +113 +00:07:17,810 --> 00:07:22,830 +here about what? Product sales. With the product + +114 +00:07:22,830 --> 00:07:26,770 +sales, we said, the contact or the communication + +115 +00:07:26,770 --> 00:07:30,870 +with the customers are narrow. As we said last + +116 +00:07:30,870 --> 00:07:34,210 +time. Okay, so this one is called transactional + +117 +00:07:34,210 --> 00:07:37,050 +relationship. Now, let's summarize what we said. + +118 +00:07:37,550 --> 00:07:40,570 +Therefore, the supplier, in this scenario it was + +119 +00:07:40,570 --> 00:07:44,310 +the ice cream firm, they are not interested in + +120 +00:07:44,310 --> 00:07:46,950 +investing too much time or too much effort or too + +121 +00:07:46,950 --> 00:07:50,250 +much cost in creating a relationship with the + +122 +00:07:50,250 --> 00:07:54,690 +customer. The same thing with the customer. In + +123 +00:07:54,690 --> 00:07:59,450 +other words, the customer here, she or he, for + +124 +00:07:59,450 --> 00:08:03,510 +example, if they are living nearby the Gershawi + +125 +00:08:03,510 --> 00:08:08,110 +supermarket, for sure they are going to come every + +126 +00:08:08,110 --> 00:08:11,710 +day trying to buy all the consumed products which + +127 +00:08:11,710 --> 00:08:15,990 +they need at home. Imagine this customer is + +128 +00:08:15,990 --> 00:08:20,770 +studying at the UG. While she is in the IOG, she + +129 +00:08:20,770 --> 00:08:23,410 +would like to buy ice cream or she would like to + +130 +00:08:23,410 --> 00:08:25,810 +buy a pen. Do you think she's going to return back + +131 +00:08:25,810 --> 00:08:28,270 +to the Gushawi supermarket and she's going to buy + +132 +00:08:28,270 --> 00:08:33,570 +from there? She will never do that. Why? We are + +133 +00:08:33,570 --> 00:08:36,730 +talking about a very limited process of investment + +134 +00:08:36,730 --> 00:08:40,320 +of time, effort and cost. So here, if you are + +135 +00:08:40,320 --> 00:08:43,180 +going to talk about effort and time, the customer + +136 +00:08:43,180 --> 00:08:46,560 +who is studying in AUG will say, it's more + +137 +00:08:46,560 --> 00:08:50,140 +comfortable for me. It's more convenient for me to + +138 +00:08:50,140 --> 00:08:52,720 +buy from any supermarket nearby the university + +139 +00:08:52,720 --> 00:08:57,320 +rather than to go to the Gishaw supermarket. So + +140 +00:08:57,320 --> 00:09:00,420 +once again, so the level here, it's very limited. + +141 +00:09:00,600 --> 00:09:04,040 +The level here, it's very limited. In other words, + +142 +00:09:04,120 --> 00:09:07,580 +this is the time. this is the effort this is the + +143 +00:09:07,580 --> 00:09:10,440 +scale of the cost which the supplier is ready to + +144 +00:09:10,440 --> 00:09:13,780 +invest with the same thing this is the time and + +145 +00:09:13,780 --> 00:09:16,760 +the effort and the scale of the cost which the + +146 +00:09:16,760 --> 00:09:20,520 +customer is ready to invest with the relationship + +147 +00:09:20,520 --> 00:09:25,060 +regarding the supplier so it's very limited this + +148 +00:09:25,060 --> 00:09:27,540 +is the meaning of transactional traditional + +149 +00:09:27,540 --> 00:09:33,220 +relationship what is classified to be read sorry + +150 +00:09:33,220 --> 00:09:34,000 +product sales + +151 +00:09:41,080 --> 00:09:43,740 +Any question about the first transactional + +152 +00:09:43,740 --> 00:09:46,240 +relationship? Any question? Let's go to the + +153 +00:09:46,240 --> 00:09:50,720 +second. Go to the second. The second is called + +154 +00:09:50,720 --> 00:09:54,740 +consultative relationship. The word consultation, + +155 +00:09:55,720 --> 00:09:58,080 +in this case we are talking about one word which + +156 +00:09:58,080 --> 00:10:03,260 +is solutions. Wasted last time, solution all the + +157 +00:10:03,260 --> 00:10:06,000 +time, it is preceded by another word, which is + +158 +00:10:06,000 --> 00:10:10,040 +problem. So here we are talking about a problem. + +159 +00:10:10,220 --> 00:10:12,540 +Then this is reminding us with a second type of + +160 +00:10:12,540 --> 00:10:16,260 +sales, which is exactly solution sales. + +161 +00:10:21,280 --> 00:10:23,680 +Let's return back to the ice cream factory. + +162 +00:10:25,520 --> 00:10:27,240 +Imagine the manager + +163 +00:10:29,980 --> 00:10:34,060 +of the ice cream farm contacted you as an + +164 +00:10:34,060 --> 00:10:38,480 +electrical engineering company as an electrical + +165 +00:10:38,480 --> 00:10:41,600 +engineering company and please hear all the time + +166 +00:10:41,600 --> 00:10:44,500 +remember the customer might be individual as we + +167 +00:10:44,500 --> 00:10:47,680 +said repeatedly the customer might be individual + +168 +00:10:47,680 --> 00:10:51,080 +might be farm might be organization might be + +169 +00:10:51,080 --> 00:10:54,680 +government might be a country especially if you + +170 +00:10:54,680 --> 00:10:57,300 +are talking about weapon sales this is very + +171 +00:10:57,300 --> 00:11:01,800 +important Now, so this ice cream firm contacted + +172 +00:11:01,800 --> 00:11:06,440 +your company, which is providing electrical + +173 +00:11:06,440 --> 00:11:10,360 +engineering consultancies. This manager was + +174 +00:11:10,360 --> 00:11:13,820 +complaining, saying, my firm is suffering from + +175 +00:11:13,820 --> 00:11:17,400 +shortage of electricity. This is influencing or + +176 +00:11:17,400 --> 00:11:22,680 +jeopardizing my work of producing ice cream. Now, + +177 +00:11:22,860 --> 00:11:24,600 +the quick solution for this problem + +178 +00:11:28,330 --> 00:11:29,430 +is to bring generator. + +179 +00:11:32,510 --> 00:11:35,570 +If you are going to say the solution is generator, + +180 +00:11:35,770 --> 00:11:38,150 +then we are not talking about consultative + +181 +00:11:38,150 --> 00:11:42,870 +relationship. We are talking about because the + +182 +00:11:42,870 --> 00:11:44,930 +product here is exactly. + +183 +00:11:46,860 --> 00:11:50,720 +He is going to inform you, I know that the + +184 +00:11:50,720 --> 00:11:54,060 +solution is generator. One idiot or stupid person + +185 +00:11:54,060 --> 00:11:56,520 +is going to tell you that the only solution is the + +186 +00:11:56,520 --> 00:11:59,820 +generator. But I would like to provide me with + +187 +00:11:59,820 --> 00:12:02,080 +something called luck. Read. + +188 +00:12:05,360 --> 00:12:09,860 +And we didn't say good solution. Bitter solution. + +189 +00:12:10,640 --> 00:12:12,440 +If it is bitter, then we are talking about what? + +190 +00:12:13,010 --> 00:12:17,870 +solution says. The word Betarher means we would + +191 +00:12:17,870 --> 00:12:21,490 +like to look for a generator which is having + +192 +00:12:21,490 --> 00:12:25,030 +specific specifications which is going to save us + +193 +00:12:25,030 --> 00:12:29,910 +too much gas along with too much cost. These two + +194 +00:12:29,910 --> 00:12:33,130 +items are interrelated with the goal of the firm + +195 +00:12:33,130 --> 00:12:38,710 +of the ice cream which is profit. So the question + +196 +00:12:38,710 --> 00:12:43,640 +now Which type of generator should we install + +197 +00:12:43,640 --> 00:12:49,140 +inside the farm? Which type? We are going to look + +198 +00:12:49,140 --> 00:12:53,900 +for the type of generator which is going to be + +199 +00:12:53,900 --> 00:12:57,620 +efficient and effective. When we are saying + +200 +00:12:57,620 --> 00:13:01,060 +efficient and effective, this answer cannot be + +201 +00:13:01,060 --> 00:13:03,580 +answered or delivered to us unless we are going to + +202 +00:13:03,580 --> 00:13:09,620 +consult with a specialized electrical engineering + +203 +00:13:09,620 --> 00:13:14,320 +farm. So in this case, the electrical engineering + +204 +00:13:14,320 --> 00:13:18,520 +firm is the supplier, and the ice cream firm here + +205 +00:13:18,520 --> 00:13:22,600 +is the customer. But the relationship between them + +206 +00:13:22,600 --> 00:13:26,600 +is consultative relationship. This is very + +207 +00:13:26,600 --> 00:13:32,140 +important. Very important. Any questions? Any + +208 +00:13:32,140 --> 00:13:32,880 +comments about this? + +209 +00:13:38,620 --> 00:13:40,880 +As we said, we know that the quick answer is + +210 +00:13:40,880 --> 00:13:42,920 +generator. But if you are going to restrict our + +211 +00:13:42,920 --> 00:13:46,160 +thinking of solving our problem by installing any + +212 +00:13:46,160 --> 00:13:48,740 +kind of generator, then we are talking here about + +213 +00:13:48,740 --> 00:13:51,980 +product sales. Because in this example, the + +214 +00:13:51,980 --> 00:13:55,500 +product is the generator itself. But because any + +215 +00:13:55,500 --> 00:13:58,440 +fan is looking for profit, this means they are + +216 +00:13:58,440 --> 00:14:01,160 +going to say, we would like to identify which type + +217 +00:14:01,160 --> 00:14:03,950 +of generator should we install. We would like to + +218 +00:14:03,950 --> 00:14:06,450 +install a generator which is going to be the most + +219 +00:14:06,450 --> 00:14:09,190 +efficient and the most effective. Because these + +220 +00:14:09,190 --> 00:14:11,650 +two elements of efficiency and effectiveness, they + +221 +00:14:11,650 --> 00:14:13,930 +are interrelated with the goals of the ice cream + +222 +00:14:13,930 --> 00:14:17,690 +farm, which is profit. Who is going to provide you + +223 +00:14:17,690 --> 00:14:20,550 +with the better solution in this regard? An + +224 +00:14:20,550 --> 00:14:23,030 +electrical consultant, who is in this example, + +225 +00:14:23,470 --> 00:14:27,350 +electrical engineering company. We said in this + +226 +00:14:27,350 --> 00:14:30,470 +example, the electrical engineering company now is + +227 +00:14:30,470 --> 00:14:31,250 +the supplier. + +228 +00:14:33,960 --> 00:14:37,620 +But the relationship of the sales between the team + +229 +00:14:37,620 --> 00:14:42,160 +is consultative relationship. Clear? Any questions + +230 +00:14:42,160 --> 00:14:42,660 +or comments? + +231 +00:14:45,680 --> 00:14:48,760 +Be careful because now we are going to give a + +232 +00:14:48,760 --> 00:14:52,020 +third example about the same factory to clarify + +233 +00:14:52,020 --> 00:14:54,540 +what? The enterprise relationship. + +234 +00:14:56,780 --> 00:15:01,720 +In the enterprise relationship, remember this is + +235 +00:15:01,720 --> 00:15:08,660 +reflecting as you said the value sales when + +236 +00:15:08,660 --> 00:15:11,500 +the value sales all the time remember here we are + +237 +00:15:11,500 --> 00:15:17,860 +talking about something called partnership or + +238 +00:15:17,860 --> 00:15:20,040 +sometimes we are saying strategic partnership + +239 +00:15:20,040 --> 00:15:27,470 +listen the supplier The supplier, according to the + +240 +00:15:27,470 --> 00:15:30,230 +enterprise relationship, is going to look at the + +241 +00:15:30,230 --> 00:15:32,170 +customer as, remember, + +242 +00:15:34,790 --> 00:15:40,110 +assets or partners. + +243 +00:15:42,450 --> 00:15:45,470 +Now, what is the meaning of this? It means too + +244 +00:15:45,470 --> 00:15:49,450 +much. It means the supplier isn't ready to + +245 +00:15:49,450 --> 00:15:54,570 +sacrifice any single customer because this + +246 +00:15:54,570 --> 00:15:57,630 +customer is a partner. If a partner is going to + +247 +00:15:57,630 --> 00:15:59,610 +withdraw from this relationship, the enterprise + +248 +00:15:59,610 --> 00:16:03,270 +relationship, this is going to weaken the power + +249 +00:16:03,270 --> 00:16:08,770 +and the profit of the supplier. Now, look at this + +250 +00:16:08,770 --> 00:16:15,050 +example. The ice cream firm itself, in order to + +251 +00:16:15,050 --> 00:16:17,370 +work, they are going to need something called + +252 +00:16:17,370 --> 00:16:22,290 +carton. Why? Because by carton we are going to + +253 +00:16:22,290 --> 00:16:24,270 +package and by carton we are going to distribute + +254 +00:16:24,270 --> 00:16:27,550 +the ice cream product and so on. So can the ice + +255 +00:16:27,550 --> 00:16:30,930 +cream function naturally without dependence on + +256 +00:16:30,930 --> 00:16:34,650 +this product carton? No. Imagine we are going to + +257 +00:16:34,650 --> 00:16:36,870 +have now a carton firm. + +258 +00:16:40,330 --> 00:16:45,590 +In this case, the carton firm is supplier and the + +259 +00:16:45,590 --> 00:16:47,930 +ice cream is customer. + +260 +00:16:53,010 --> 00:16:57,750 +The carton fair will look at the ice cream as a + +261 +00:16:57,750 --> 00:17:02,990 +strategic partner, as an asset. They will say, we + +262 +00:17:02,990 --> 00:17:05,730 +will do our own best in order to help the ice + +263 +00:17:05,730 --> 00:17:08,970 +cream as much as we can, so that they are going to + +264 +00:17:08,970 --> 00:17:13,290 +function naturally. Why? They are partners. If + +265 +00:17:13,290 --> 00:17:15,870 +they close their business, we will lose as well. + +266 +00:17:16,230 --> 00:17:19,310 +If they increase their sales, we will win as well. + +267 +00:17:20,330 --> 00:17:22,710 +Therefore, we are talking about embedded + +268 +00:17:22,710 --> 00:17:27,170 +enterprise relationship founded on strategic + +269 +00:17:27,170 --> 00:17:31,820 +partnership between these two factories. So this + +270 +00:17:31,820 --> 00:17:34,200 +kind of relationship is called enterprise + +271 +00:17:34,200 --> 00:17:39,920 +relationship. Stop here. Imagine for example one + +272 +00:17:39,920 --> 00:17:43,060 +of the ice cream or the supplier of the carton + +273 +00:17:43,060 --> 00:17:47,020 +fair is going to send, listen, a salesperson + +274 +00:17:47,020 --> 00:17:52,140 +asking something from the ice cream fair. Imagine + +275 +00:17:52,140 --> 00:17:58,170 +this salesperson mispronounced or misspoke. I was + +276 +00:17:58,170 --> 00:18:01,130 +learning Mrs. Spock. Spock in a very ugly way, + +277 +00:18:01,250 --> 00:18:04,370 +Spock in a very bad way. Do you think the manager + +278 +00:18:04,370 --> 00:18:06,790 +of the ice fan is going to cut the relationship + +279 +00:18:06,790 --> 00:18:12,610 +with the cartoon fan? No. Exactly. So the sales + +280 +00:18:12,610 --> 00:18:15,630 +force now according to the enterprise relationship + +281 +00:18:15,630 --> 00:18:20,170 +is playing a secondary role rather than a primary + +282 +00:18:20,170 --> 00:18:25,640 +role. Why? Because each partner is looking at the + +283 +00:18:25,640 --> 00:18:28,660 +bigger picture or the bigger image, which is the + +284 +00:18:28,660 --> 00:18:32,860 +mutual value, the mutual partnership. If your + +285 +00:18:32,860 --> 00:18:35,600 +partner is winning, you are winning as well. If + +286 +00:18:35,600 --> 00:18:38,320 +your partner is losing, you are losing as well. + +287 +00:18:40,240 --> 00:18:44,860 +This is very important. Very important. Let's + +288 +00:18:44,860 --> 00:18:49,200 +summarize what we have explained now. Listen. This + +289 +00:18:49,200 --> 00:18:53,560 +is a narrative explanation for what we have just + +290 +00:18:53,560 --> 00:18:56,160 +talked about. Let's begin with the first type of + +291 +00:18:56,160 --> 00:18:58,660 +relationship which is transactional relationship. + +292 +00:18:59,360 --> 00:19:01,580 +So transactional relationship is a relationship + +293 +00:19:01,580 --> 00:19:06,720 +based on the need for a product. Because of this, + +294 +00:19:06,800 --> 00:19:08,740 +we said this kind of relationship is referring to + +295 +00:19:08,740 --> 00:19:12,380 +product sales of acceptable quality, of course, + +296 +00:19:12,760 --> 00:19:16,570 +along with competitively priced. In addition, a + +297 +00:19:16,570 --> 00:19:19,150 +process and relationship convenient for the buyer. + +298 +00:19:20,190 --> 00:19:23,230 +Because of this, what did we say? The customer + +299 +00:19:23,230 --> 00:19:26,370 +isn't ready to go to the Gashawy supermarket and + +300 +00:19:26,370 --> 00:19:29,250 +to buy the product from there. They are going to + +301 +00:19:29,250 --> 00:19:32,610 +look from or for any nearby supermarket and they + +302 +00:19:32,610 --> 00:19:34,610 +are going to buy their consumed product from + +303 +00:19:34,610 --> 00:19:38,350 +there. Why? Because the buyer is looking for her + +304 +00:19:38,350 --> 00:19:44,720 +own convenience, for her own comfort. Okay? Now, + +305 +00:19:45,720 --> 00:19:48,160 +how the customers are thinking? All the time they + +306 +00:19:48,160 --> 00:19:51,260 +are thinking, I have never bought anything from + +307 +00:19:51,260 --> 00:19:54,560 +someone I didn't like. This is according to what? + +308 +00:19:55,680 --> 00:19:58,640 +Transaction relationship. Gina, whenever I'm going + +309 +00:19:58,640 --> 00:20:02,800 +to enter a supermarket or grocery, if I'm going to + +310 +00:20:02,800 --> 00:20:05,360 +look at the seller and I'm not going to speak with + +311 +00:20:05,360 --> 00:20:08,540 +him or her if I didn't like his appearance, I'm + +312 +00:20:08,540 --> 00:20:10,780 +not going to sell. I'm going to leave directly. + +313 +00:20:11,840 --> 00:20:15,360 +This is the same ideology which is available in + +314 +00:20:15,360 --> 00:20:17,900 +the brains of the customers who are working + +315 +00:20:17,900 --> 00:20:22,520 +according to a transactional relationship. Let's + +316 +00:20:22,520 --> 00:20:25,240 +go to the second one. The second one is called + +317 +00:20:25,240 --> 00:20:28,820 +consultative relationship. Consultative + +318 +00:20:28,820 --> 00:20:32,080 +relationship is a common relationship available + +319 +00:20:32,080 --> 00:20:37,670 +widely in the industrial market. Industrial market + +320 +00:20:37,670 --> 00:20:41,150 +was based on the customer's demands and + +321 +00:20:41,150 --> 00:20:44,910 +willingness to pay for sales efforts that create a + +322 +00:20:44,910 --> 00:20:47,930 +new value and provides additional benefits outside + +323 +00:20:47,930 --> 00:20:52,190 +the product itself. When the example when we said + +324 +00:20:52,190 --> 00:20:54,350 +when we used to have a problem, we were not + +325 +00:20:54,350 --> 00:20:58,380 +looking for a generator. We were looking for a + +326 +00:20:58,380 --> 00:21:01,440 +type of generator outside the product, its own + +327 +00:21:01,440 --> 00:21:04,460 +specifications, its own impact on our work, its + +328 +00:21:04,460 --> 00:21:06,580 +own efficiency, its own effectiveness and so on. + +329 +00:21:07,620 --> 00:21:12,100 +This is very important. Now, here this + +330 +00:21:12,100 --> 00:21:15,020 +relationship of consultatives, it is founded on + +331 +00:21:15,020 --> 00:21:17,140 +various principles. Number one, we have to + +332 +00:21:17,140 --> 00:21:19,580 +understand customers problem mainly or + +333 +00:21:19,580 --> 00:21:22,620 +specifically. Second, we have to develop better + +334 +00:21:22,620 --> 00:21:26,580 +solution rather than Good solution. And finally, + +335 +00:21:27,160 --> 00:21:30,840 +advocate on customer's interests. In the example, + +336 +00:21:31,060 --> 00:21:33,240 +we were developing and advocating the customer's + +337 +00:21:33,240 --> 00:21:37,420 +interest. The customer was the ice cream fan, and + +338 +00:21:37,420 --> 00:21:39,160 +their only interest is to increase their own + +339 +00:21:39,160 --> 00:21:42,260 +profit by providing them with the most efficient + +340 +00:21:42,260 --> 00:21:47,860 +and effective generator. Clear? Now let's go to + +341 +00:21:47,860 --> 00:21:51,020 +the third. The third relationship is called + +342 +00:21:51,020 --> 00:21:55,050 +enterprise relationship.where an enterprise + +343 +00:21:55,050 --> 00:21:58,030 +relationship is one in which the primary function + +344 +00:21:58,030 --> 00:22:01,810 +is to leverage any and all corporate assets, + +345 +00:22:02,290 --> 00:22:06,890 +strategic partnerships of the supplier in order to + +346 +00:22:06,890 --> 00:22:10,570 +contribute to the customer's strategic success. If + +347 +00:22:10,570 --> 00:22:13,310 +our customer will succeed, for sure we will + +348 +00:22:13,310 --> 00:22:16,370 +succeed as well. If they fail, we will fail as + +349 +00:22:16,370 --> 00:22:21,020 +well. So these are founded on various principles. + +350 +00:22:21,300 --> 00:22:23,460 +Some of these principles, product and sales force + +351 +00:22:23,460 --> 00:22:26,520 +are secondary. This is reminding us with this + +352 +00:22:26,520 --> 00:22:31,860 +person who exactly if he misspoke or something + +353 +00:22:31,860 --> 00:22:34,200 +like that, this means we are not going to pay + +354 +00:22:34,200 --> 00:22:38,460 +attention to him. Our interest or focus is on + +355 +00:22:38,460 --> 00:22:45,070 +strategic partnership. This person is a miner. He + +356 +00:22:45,070 --> 00:22:48,890 +or she is not a major. The major is the strategic + +357 +00:22:48,890 --> 00:22:52,970 +interest. Also, customers must be of strategic + +358 +00:22:52,970 --> 00:22:55,870 +importance to the selling organization. Suppliers + +359 +00:22:55,870 --> 00:22:59,070 +are involved in early stages of lead + +360 +00:22:59,070 --> 00:23:03,370 +identification. Suppliers team interface. + +361 +00:23:03,470 --> 00:23:06,770 +Interface means interact with the customer on a + +362 +00:23:06,770 --> 00:23:10,030 +regular basis. And finally, suppliers respond + +363 +00:23:10,030 --> 00:23:14,740 +immediately and seize information continuously. So + +364 +00:23:14,740 --> 00:23:17,520 +these are the major principles upon which an + +365 +00:23:17,520 --> 00:23:21,000 +enterprise relationship can be founded on. Any + +366 +00:23:21,000 --> 00:23:23,200 +question? Any comments about this? I think it's + +367 +00:23:23,200 --> 00:23:31,140 +easy. Move on. Now, before our final station in + +368 +00:23:31,140 --> 00:23:33,980 +this class, let's ask ourselves this simple + +369 +00:23:33,980 --> 00:23:37,420 +question. Imagine you are going or we are going to + +370 +00:23:37,420 --> 00:23:41,200 +hire you as a sales manager in our firm. Listen + +371 +00:23:41,200 --> 00:23:45,390 +here. We are going to ask you one simple question. + +372 +00:23:46,690 --> 00:23:49,750 +You are requested or you are asked to design a + +373 +00:23:49,750 --> 00:23:53,830 +sales force program. Tell us briefly, what are the + +374 +00:23:53,830 --> 00:23:57,170 +major steps which you are going to do to create a + +375 +00:23:57,170 --> 00:23:59,370 +complete sales force program? + +376 +00:24:01,990 --> 00:24:07,090 +Input, process and output. Excellent. What is the + +377 +00:24:07,090 --> 00:24:07,290 +input? + +378 +00:24:11,900 --> 00:24:16,020 +Exactly. We have to identify marketing objectives + +379 +00:24:16,020 --> 00:24:19,020 +of our firm. We have to identify a strategy + +380 +00:24:19,020 --> 00:24:21,840 +implementation program. This is considered to be + +381 +00:24:21,840 --> 00:24:26,740 +step number one. Later on, what we are going to + +382 +00:24:26,740 --> 00:24:29,360 +do? We said we must create something called + +383 +00:24:29,360 --> 00:24:32,700 +account relationship strategy. In other words, + +384 +00:24:33,560 --> 00:24:35,840 +What is the strategy which we are going to adopt + +385 +00:24:35,840 --> 00:24:38,260 +to create a relationship? Are we talking about + +386 +00:24:38,260 --> 00:24:41,660 +transactional? Are we talking about enterprise? Or + +387 +00:24:41,660 --> 00:24:45,640 +are we talking about consultative? Third, we would + +388 +00:24:45,640 --> 00:24:48,340 +like to identify desired selling actions and + +389 +00:24:48,340 --> 00:24:51,140 +behavior. What is acceptable and what is + +390 +00:24:51,140 --> 00:24:54,600 +unacceptable? Fourth, we are going to talk about + +391 +00:24:54,600 --> 00:24:56,860 +organizational structure, how we are going to + +392 +00:24:56,860 --> 00:25:01,120 +organize our sales team members. Later on, we are + +393 +00:25:01,120 --> 00:25:02,780 +going to talk about competency development + +394 +00:25:02,780 --> 00:25:05,780 +program. Why? Because this program is going to + +395 +00:25:05,780 --> 00:25:10,300 +develop and train and orient all our staff + +396 +00:25:10,300 --> 00:25:15,800 +members. Okay? Finally, we would like to identify + +397 +00:25:15,800 --> 00:25:18,700 +our leadership system. In other words, we must + +398 +00:25:18,700 --> 00:25:23,540 +stand together and agree on a leader. Who is our + +399 +00:25:23,540 --> 00:25:27,680 +leader? And which team which will be led by this + +400 +00:25:27,680 --> 00:25:31,670 +leader? So all these steps might be finalized by + +401 +00:25:31,670 --> 00:25:37,110 +you to create what? A Salesforce program. Are we + +402 +00:25:37,110 --> 00:25:39,190 +talking here now about independent isolated + +403 +00:25:39,190 --> 00:25:42,510 +processes? No. We are talking about something + +404 +00:25:42,510 --> 00:25:46,530 +called feedback. This feedback is important. Why? + +405 +00:25:47,370 --> 00:25:49,910 +Because we would like to be sure if we are doing a + +406 +00:25:49,910 --> 00:25:54,530 +right work or wrong work. A right judgment or + +407 +00:25:54,530 --> 00:25:58,330 +unfair judgment. So we need feedback. The feedback + +408 +00:25:58,330 --> 00:26:01,970 +is going to be taken from the staff member in + +409 +00:26:01,970 --> 00:26:05,870 +comparison with two kinds of estimates. Estimate + +410 +00:26:05,870 --> 00:26:08,130 +number one of sales potential and sales forecast. + +411 +00:26:08,770 --> 00:26:11,950 +Estimate number two estimates of sales force size + +412 +00:26:11,950 --> 00:26:17,110 +and budget. Then imagine we estimated that our + +413 +00:26:17,110 --> 00:26:20,960 +sales is going to be 80% in this year. And later + +414 +00:26:20,960 --> 00:26:24,820 +on, after this year finished, our sales was 70%. + +415 +00:26:24,820 --> 00:26:28,280 +This means, did we do a right job or a bad job? A + +416 +00:26:28,280 --> 00:26:30,980 +bad job. Because we are talking about failure with + +417 +00:26:30,980 --> 00:26:34,440 +10%. In this case, we are going to review what we + +418 +00:26:34,440 --> 00:26:37,500 +have been doing throughout the previous year and + +419 +00:26:37,500 --> 00:26:41,040 +we have to put our hand on the weakest link, the + +420 +00:26:41,040 --> 00:26:45,580 +weakest process to fix it in the coming year and + +421 +00:26:45,580 --> 00:26:49,200 +so on. Any question? Any comments about this? + +422 +00:26:50,650 --> 00:26:53,650 +Let's conclude our class by this famous topic, + +423 +00:26:54,590 --> 00:26:56,470 +comparison, a quick comparison between + +424 +00:26:56,470 --> 00:27:00,410 +transactional relationship and enterprise + +425 +00:27:00,410 --> 00:27:05,010 +relationship. This is very important. Generally, + +426 +00:27:05,490 --> 00:27:06,970 +if we would like to make a quick comparison + +427 +00:27:06,970 --> 00:27:09,270 +between these two types of relationship, we have + +428 +00:27:09,270 --> 00:27:13,370 +to focus first on something called past. What is + +429 +00:27:13,370 --> 00:27:15,510 +the meaning of this? It means traditional + +430 +00:27:15,510 --> 00:27:19,430 +relationships are not concerned too much with the + +431 +00:27:19,430 --> 00:27:25,260 +past. Why? Once again, we are talking about narrow + +432 +00:27:25,260 --> 00:27:27,840 +relationships, we are talking about consumed + +433 +00:27:27,840 --> 00:27:30,440 +products, and we are talking about big number of + +434 +00:27:30,440 --> 00:27:32,760 +customers and at the same time big number of + +435 +00:27:32,760 --> 00:27:37,260 +suppliers. So if they are satisfied, that's fine. + +436 +00:27:37,300 --> 00:27:41,340 +If they are not satisfied, also this is fine. Life + +437 +00:27:41,340 --> 00:27:45,600 +goes on. But this scenario is in the same with the + +438 +00:27:45,600 --> 00:27:50,140 +enterprise relationship. Why? Because the bust and + +439 +00:27:50,140 --> 00:27:53,340 +the tracking record is considered to be the base + +440 +00:27:53,340 --> 00:27:57,300 +for creating the future strategic partnership with + +441 +00:27:57,300 --> 00:28:00,280 +this customer. If the bust is clean and + +442 +00:28:00,280 --> 00:28:03,460 +cooperative, the strategy and partnership will be + +443 +00:28:03,460 --> 00:28:07,280 +achieved. But if the bust is bad and dirty and + +444 +00:28:07,280 --> 00:28:10,700 +full of tension, we cannot create strategic + +445 +00:28:10,700 --> 00:28:16,220 +relationships. Clear? Number two, we are talking + +446 +00:28:16,220 --> 00:28:20,080 +about the profit margin of the supplier. All the + +447 +00:28:20,080 --> 00:28:23,560 +time remember, sometimes the supplier isn't going + +448 +00:28:23,560 --> 00:28:28,280 +to be focused too much on something called + +449 +00:28:28,280 --> 00:28:31,940 +supplier's profit margin. This is considered to be + +450 +00:28:31,940 --> 00:28:34,900 +no responsibility for the supplier. Somebody is + +451 +00:28:34,900 --> 00:28:37,140 +going to wonder, why the supplier isn't going to + +452 +00:28:37,140 --> 00:28:41,180 +be too attentive for the supplier's profit margin? + +453 +00:28:42,520 --> 00:28:47,400 +Once again, the supplier doesn't care. Either his + +454 +00:28:47,400 --> 00:28:49,580 +customer is going to benefit or not benefit. + +455 +00:28:49,820 --> 00:28:52,200 +Either he is going to achieve a profit or not to + +456 +00:28:52,200 --> 00:28:56,380 +profit. Once again, non-relationship. Also, we are + +457 +00:28:56,380 --> 00:29:01,320 +talking about many customers. Exactly. Here, the + +458 +00:29:01,320 --> 00:29:06,180 +situation is the opposite. They are giving strong + +459 +00:29:06,180 --> 00:29:10,620 +attention on the suppliers need to make fair + +460 +00:29:10,620 --> 00:29:14,660 +profit. Third, little support for feedback. They + +461 +00:29:14,660 --> 00:29:17,590 +do not want feedback. Because we are talking about + +462 +00:29:17,590 --> 00:29:20,590 +short-term relationships. Sales which happen like + +463 +00:29:20,590 --> 00:29:23,950 +this. Then, are they interested to renew it? They + +464 +00:29:23,950 --> 00:29:26,890 +do not care. But here, the feedback is excellent. + +465 +00:29:27,810 --> 00:29:31,150 +It is considered to be the base for creating a + +466 +00:29:31,150 --> 00:29:34,770 +future strategic relationship. Here, no guarantee + +467 +00:29:34,770 --> 00:29:37,570 +of business relationship beyond contract. Once + +468 +00:29:37,570 --> 00:29:39,930 +again, no performance expectation beyond the + +469 +00:29:39,930 --> 00:29:44,910 +contract. So in other words, contract is + +470 +00:29:44,910 --> 00:29:49,480 +considered to be The Bible upon which we are going + +471 +00:29:49,480 --> 00:29:52,440 +to resolve our conflicts or our misunderstandings. + +472 +00:29:53,780 --> 00:29:57,920 +In other words, the Bible, the book of law. In + +473 +00:29:57,920 --> 00:30:01,840 +other words, if we disagreed with one another, + +474 +00:30:02,700 --> 00:30:05,220 +this means which thing which is going to resolve + +475 +00:30:05,220 --> 00:30:09,730 +this issue, the contract which we both signed. But + +476 +00:30:09,730 --> 00:30:14,530 +here, the contract is one pool. Is it everything? + +477 +00:30:14,870 --> 00:30:17,970 +No. Can we resolve other things beyond the + +478 +00:30:17,970 --> 00:30:21,470 +contract? Yes. Why? Because of this. + +479 +00:30:24,610 --> 00:30:27,950 +Exactly. We are talking about strategic + +480 +00:30:27,950 --> 00:30:30,450 +relationship. This strategic relationship is + +481 +00:30:30,450 --> 00:30:33,990 +founded on trust, on loyalty, on cooperation and + +482 +00:30:33,990 --> 00:30:37,910 +positive sum gain. But here, We are talking about + +483 +00:30:37,910 --> 00:30:42,690 +zero sum gain. In other words, we are not so + +484 +00:30:42,690 --> 00:30:45,910 +interested in achieving a profit for our customer + +485 +00:30:45,910 --> 00:30:49,470 +or not. We do not care about this. What we care is + +486 +00:30:49,470 --> 00:30:53,230 +to implement and execute the contract fully. + +487 +00:30:53,970 --> 00:30:58,120 +Nothing more, nothing less. Well, this is a quick + +488 +00:30:58,120 --> 00:31:00,240 +comparison between these two types of + +489 +00:31:00,240 --> 00:31:02,960 +relationship, the transaction and enterprise. Any + +490 +00:31:02,960 --> 00:31:05,480 +questions or comments about today's class? Now, + +491 +00:31:05,560 --> 00:31:09,120 +let's summarize. So in this class, we talked in a + +492 +00:31:09,120 --> 00:31:11,900 +very detailed way about the three types of sales. + +493 +00:31:12,540 --> 00:31:16,640 +Inshallah, next Saturday, we are going to begin + +494 +00:31:16,640 --> 00:31:21,100 +talking about chapter number three. Done? Done. + +495 +00:31:21,820 --> 00:31:25,370 +Did you make your assignments? Now I am going to + +496 +00:31:25,370 --> 00:31:29,150 +take a few answers as a sample. Thank you William. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..f83b45197a8201b084be7f21423471419119dba5 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/g3SPogC_SrQ_raw.srt @@ -0,0 +1,1984 @@ +1 +00:00:21,160 --> 00:00:25,040 +Okay, good morning. Today we are going to talk + +2 +00:00:25,040 --> 00:00:29,060 +about the three types of sales. I mean + +3 +00:00:29,060 --> 00:00:34,680 +relationship of sales. Generally we are talking + +4 +00:00:34,680 --> 00:00:38,540 +about three major types. These types they are very + +5 +00:00:38,540 --> 00:00:41,780 +essential and vital. After we are going to review + +6 +00:00:41,780 --> 00:00:44,920 +and discuss them in a very detailed way. You are + +7 +00:00:44,920 --> 00:00:48,600 +going to find that all the sales relationships + +8 +00:00:48,600 --> 00:00:50,940 +which we are witnessing in our daily and personal + +9 +00:00:50,940 --> 00:00:56,580 +lives, they are applicable. Now let's begin by + +10 +00:00:56,580 --> 00:00:59,580 +providing you with extra two definitions. The + +11 +00:00:59,580 --> 00:01:01,420 +first one today we are going to talk about + +12 +00:01:01,420 --> 00:01:05,220 +Salesforce program decisions. As we said last + +13 +00:01:05,220 --> 00:01:07,000 +time, how did we define Salesforce? + +14 +00:01:10,080 --> 00:01:16,390 +How did we define Salesforce? Salesforce. Yes, we + +15 +00:01:16,390 --> 00:01:20,430 +are referring to the sales staff members or sales + +16 +00:01:20,430 --> 00:01:24,370 +team. So whenever we are going to talk about the + +17 +00:01:24,370 --> 00:01:26,910 +word program, listen, this is very important. This + +18 +00:01:26,910 --> 00:01:30,150 +means we are going to talk about how we are going + +19 +00:01:30,150 --> 00:01:34,810 +to manage a team. To manage a team it means we are + +20 +00:01:34,810 --> 00:01:37,210 +talking about more than one person. Each person + +21 +00:01:37,210 --> 00:01:43,230 +has his own role. responsibilities, tasks, duties, + +22 +00:01:43,770 --> 00:01:47,570 +white lines, red lines, authorities, delegations, + +23 +00:01:47,750 --> 00:01:52,190 +and etc. So once again, a sales force program is a + +24 +00:01:52,190 --> 00:01:55,890 +tool for planning how the sales force will perform + +25 +00:01:55,890 --> 00:02:00,370 +its role in achieving the firm's objectives. This + +26 +00:02:00,370 --> 00:02:03,210 +is the definition of sales force program + +27 +00:02:03,210 --> 00:02:07,270 +decisions. Clear? I think it's easy. Let's go to + +28 +00:02:07,270 --> 00:02:11,050 +the second term. This term refers to the account + +29 +00:02:11,050 --> 00:02:14,030 +relationship strategy. Let's underline the word + +30 +00:02:14,030 --> 00:02:17,030 +strategy. Whenever we are going to talk about the + +31 +00:02:17,030 --> 00:02:19,470 +word strategy, this means we are talking about + +32 +00:02:19,470 --> 00:02:23,470 +long-term goals or long-term plans. As Fatin said, + +33 +00:02:24,230 --> 00:02:31,250 +the long-term plans refers or gives a lesson or + +34 +00:02:31,250 --> 00:02:34,010 +objective or goal for the management of the sales + +35 +00:02:34,010 --> 00:02:37,170 +firm about what is the top of the relationship. + +36 +00:02:38,470 --> 00:02:41,570 +Which this file should establish with its own + +37 +00:02:41,570 --> 00:02:45,130 +accounts or customers? Are we talking about short + +38 +00:02:45,130 --> 00:02:48,250 +term relationship? Or are we talking about long + +39 +00:02:48,250 --> 00:02:51,090 +term relationship? Or are we talking about + +40 +00:02:51,090 --> 00:02:54,560 +something in between? Or are we talking about + +41 +00:02:54,560 --> 00:02:57,080 +something in between? So all these three types, + +42 +00:02:57,280 --> 00:03:02,440 +they must be identified by the strategy. By the + +43 +00:03:02,440 --> 00:03:05,920 +strategy. Now, so a firm's account relationship + +44 +00:03:05,920 --> 00:03:11,200 +strategy refers to the type of relationship. As we + +45 +00:03:11,200 --> 00:03:12,820 +said at the very beginning of the class, we are + +46 +00:03:12,820 --> 00:03:16,550 +talking about three major types. The type of + +47 +00:03:16,550 --> 00:03:19,810 +relationship it intends to develop. It refers to + +48 +00:03:19,810 --> 00:03:23,310 +the firm. The firm intends to develop or establish + +49 +00:03:23,310 --> 00:03:29,150 +with its own customers. Therefore, why is it or + +50 +00:03:29,150 --> 00:03:31,510 +why it is important? What implication does it have + +51 +00:03:31,510 --> 00:03:34,370 +on the Salesforce program? All these questions + +52 +00:03:34,370 --> 00:03:38,110 +cannot be answered without first identifying our + +53 +00:03:38,110 --> 00:03:41,870 +strategy which will determine how we should create + +54 +00:03:41,870 --> 00:03:45,210 +account relationship or customer relationship. + +55 +00:03:46,850 --> 00:03:50,110 +Now, let's begin with the core point of today's + +56 +00:03:50,110 --> 00:03:53,750 +class. As you can see, if you would like to + +57 +00:03:53,750 --> 00:03:56,250 +analyze this diagram, as we said, we have to read + +58 +00:03:56,250 --> 00:04:00,250 +the title. The title is saying alternative types + +59 +00:04:00,250 --> 00:04:03,590 +of account relationship. Here, we are talking + +60 +00:04:03,590 --> 00:04:06,050 +about investment by supplier. Oh, don't be + +61 +00:04:06,050 --> 00:04:08,850 +confused. Supplier can be deleted and can be + +62 +00:04:08,850 --> 00:04:12,330 +substituted by another word. Sales agency. Sales + +63 +00:04:12,330 --> 00:04:15,280 +agency. Excellent, Hanin. The same thing + +64 +00:04:15,280 --> 00:04:19,000 +investment per customer. Now listen, generally if + +65 +00:04:19,000 --> 00:04:23,060 +we are going to talk about this level, this means + +66 +00:04:23,060 --> 00:04:25,120 +we are talking about investment. Investment in + +67 +00:04:25,120 --> 00:04:27,420 +what? In three things, time, + +68 +00:04:29,660 --> 00:04:32,360 +effort and money or cost. + +69 +00:04:35,680 --> 00:04:38,360 +So the investment in these three types or in these + +70 +00:04:38,360 --> 00:04:41,320 +three elements, it's very limited. But if the + +71 +00:04:41,320 --> 00:04:43,200 +investment at this level, then we are talking + +72 +00:04:43,200 --> 00:04:47,580 +about what? a very high and expensive process of + +73 +00:04:47,580 --> 00:04:51,860 +investment. The same thing with what? With the + +74 +00:04:51,860 --> 00:04:54,280 +customer. If you are talking about investment at + +75 +00:04:54,280 --> 00:04:56,420 +this rate, this means it is a very limited or + +76 +00:04:56,420 --> 00:04:59,960 +cheap investment. But it is over there, this means + +77 +00:04:59,960 --> 00:05:01,660 +we are talking about expensive process of + +78 +00:05:01,660 --> 00:05:06,800 +investment done by customer. Clear? Now let's + +79 +00:05:06,800 --> 00:05:09,120 +begin with the first thing. The first thing we are + +80 +00:05:09,120 --> 00:05:11,990 +talking about is transactional relationship. As we + +81 +00:05:11,990 --> 00:05:14,210 +said, sometimes we can substitute transactional + +82 +00:05:14,210 --> 00:05:19,950 +with traditional. Be careful now. Listen. Imagine + +83 +00:05:19,950 --> 00:05:24,090 +we are going to have ice cream farm. + +84 +00:05:26,090 --> 00:05:30,290 +In this case, the ice cream is selling a product. + +85 +00:05:30,650 --> 00:05:32,270 +What is the name of the product? Ice cream. + +86 +00:05:34,150 --> 00:05:38,170 +Listen. The farm is going to begin its own sales. + +87 +00:05:40,940 --> 00:05:45,960 +with many of customers. Those customers might be + +88 +00:05:45,960 --> 00:05:46,800 +supermarkets, + +89 +00:05:50,620 --> 00:05:51,420 +groceries, + +90 +00:05:53,740 --> 00:05:57,540 +small shops, etc. + +91 +00:05:59,900 --> 00:06:04,700 +Now listen, if you are going to ask, what is the + +92 +00:06:04,700 --> 00:06:07,850 +type of the relationship which is going to connect + +93 +00:06:07,850 --> 00:06:10,670 +between this ice cream fair along with the + +94 +00:06:10,670 --> 00:06:13,850 +different types of the customers with whom they + +95 +00:06:13,850 --> 00:06:17,150 +are dealing with. It is a transactional tradition. + +96 +00:06:18,270 --> 00:06:21,990 +What is the meaning of this? It means the + +97 +00:06:21,990 --> 00:06:24,030 +management or the manager of the ice cream fair, + +98 +00:06:24,110 --> 00:06:29,210 +they do not care about long-term permanent + +99 +00:06:29,210 --> 00:06:34,800 +relationship. Why? Various reasons. Number one, + +100 +00:06:35,240 --> 00:06:37,780 +here we are talking about the first type of sales + +101 +00:06:37,780 --> 00:06:40,840 +which we studied last class, which is excellent + +102 +00:06:40,840 --> 00:06:44,480 +product sales. And what did we say about the + +103 +00:06:44,480 --> 00:06:46,300 +product sales? We are talking about consumed + +104 +00:06:46,300 --> 00:06:50,720 +products. These consumed products for sure + +105 +00:06:50,720 --> 00:06:55,700 +customers will come to us sooner or later and they + +106 +00:06:55,700 --> 00:06:58,890 +will repurchase and repurchase forever. This is + +107 +00:06:58,890 --> 00:07:02,470 +one thing. Another reason, the customers with whom + +108 +00:07:02,470 --> 00:07:04,330 +you are dealing, they are many, too many. + +109 +00:07:05,270 --> 00:07:07,110 +Therefore, if one of them is dropped from the + +110 +00:07:07,110 --> 00:07:10,910 +list, this isn't going to influence our work. This + +111 +00:07:10,910 --> 00:07:13,190 +isn't going to influence our work. This is very + +112 +00:07:13,190 --> 00:07:17,810 +important. Okay? So once again, we are talking + +113 +00:07:17,810 --> 00:07:22,830 +here about what? Product sales. With the product + +114 +00:07:22,830 --> 00:07:26,770 +sales, we said, the contact or the communication + +115 +00:07:26,770 --> 00:07:30,870 +with the customers are narrow. As we said last + +116 +00:07:30,870 --> 00:07:34,210 +time. Okay, so this one is called transactional + +117 +00:07:34,210 --> 00:07:37,050 +relationship. Now, let's summarize what we said. + +118 +00:07:37,550 --> 00:07:40,570 +Therefore, the supplier, in this scenario it was + +119 +00:07:40,570 --> 00:07:44,310 +the ice cream firm, they are not interested in + +120 +00:07:44,310 --> 00:07:46,950 +investing too much time or too much effort or too + +121 +00:07:46,950 --> 00:07:50,250 +much cost in creating a relationship with the + +122 +00:07:50,250 --> 00:07:54,690 +customer. The same thing with the customer. In + +123 +00:07:54,690 --> 00:07:59,450 +other words, the customer here, she or he, for + +124 +00:07:59,450 --> 00:08:03,510 +example, if they are living nearby the Gershawi + +125 +00:08:03,510 --> 00:08:08,110 +supermarket, for sure they are going to come every + +126 +00:08:08,110 --> 00:08:11,710 +day trying to buy all the consumed products which + +127 +00:08:11,710 --> 00:08:15,990 +they need at home. Imagine this customer is + +128 +00:08:15,990 --> 00:08:20,770 +studying at the UG. While she is in the IOG, she + +129 +00:08:20,770 --> 00:08:23,410 +would like to buy ice cream or she would like to + +130 +00:08:23,410 --> 00:08:25,810 +buy a pen. Do you think she's going to return back + +131 +00:08:25,810 --> 00:08:28,270 +to the Gushawi supermarket and she's going to buy + +132 +00:08:28,270 --> 00:08:33,570 +from there? She will never do that. Why? We are + +133 +00:08:33,570 --> 00:08:36,730 +talking about a very limited process of investment + +134 +00:08:36,730 --> 00:08:40,320 +of time, effort and cost. So here, if you are + +135 +00:08:40,320 --> 00:08:43,180 +going to talk about effort and time, the customer + +136 +00:08:43,180 --> 00:08:46,560 +who is studying in AUG will say, it's more + +137 +00:08:46,560 --> 00:08:50,140 +comfortable for me. It's more convenient for me to + +138 +00:08:50,140 --> 00:08:52,720 +buy from any supermarket nearby the university + +139 +00:08:52,720 --> 00:08:57,320 +rather than to go to the Gishaw supermarket. So + +140 +00:08:57,320 --> 00:09:00,420 +once again, so the level here, it's very limited. + +141 +00:09:00,600 --> 00:09:04,040 +The level here, it's very limited. In other words, + +142 +00:09:04,120 --> 00:09:07,580 +this is the time. this is the effort this is the + +143 +00:09:07,580 --> 00:09:10,440 +scale of the cost which the supplier is ready to + +144 +00:09:10,440 --> 00:09:13,780 +invest with the same thing this is the time and + +145 +00:09:13,780 --> 00:09:16,760 +the effort and the scale of the cost which the + +146 +00:09:16,760 --> 00:09:20,520 +customer is ready to invest with the relationship + +147 +00:09:20,520 --> 00:09:25,060 +regarding the supplier so it's very limited this + +148 +00:09:25,060 --> 00:09:27,540 +is the meaning of transactional traditional + +149 +00:09:27,540 --> 00:09:33,220 +relationship what is classified to be read sorry + +150 +00:09:33,220 --> 00:09:34,000 +product sales + +151 +00:09:41,080 --> 00:09:43,740 +Any question about the first transactional + +152 +00:09:43,740 --> 00:09:46,240 +relationship? Any question? Let's go to the + +153 +00:09:46,240 --> 00:09:50,720 +second. Go to the second. The second is called + +154 +00:09:50,720 --> 00:09:54,740 +consultative relationship. The word consultation, + +155 +00:09:55,720 --> 00:09:58,080 +in this case we are talking about one word which + +156 +00:09:58,080 --> 00:10:03,260 +is solutions. Wasted last time, solution all the + +157 +00:10:03,260 --> 00:10:06,000 +time, it is preceded by another word, which is + +158 +00:10:06,000 --> 00:10:10,040 +problem. So here we are talking about a problem. + +159 +00:10:10,220 --> 00:10:12,540 +Then this is reminding us with a second type of + +160 +00:10:12,540 --> 00:10:16,260 +sales, which is exactly solution sales. + +161 +00:10:21,280 --> 00:10:23,680 +Let's return back to the ice cream factory. + +162 +00:10:25,520 --> 00:10:27,240 +Imagine the manager + +163 +00:10:29,980 --> 00:10:34,060 +of the ice cream farm contacted you as an + +164 +00:10:34,060 --> 00:10:38,480 +electrical engineering company as an electrical + +165 +00:10:38,480 --> 00:10:41,600 +engineering company and please hear all the time + +166 +00:10:41,600 --> 00:10:44,500 +remember the customer might be individual as we + +167 +00:10:44,500 --> 00:10:47,680 +said repeatedly the customer might be individual + +168 +00:10:47,680 --> 00:10:51,080 +might be farm might be organization might be + +169 +00:10:51,080 --> 00:10:54,680 +government might be a country especially if you + +170 +00:10:54,680 --> 00:10:57,300 +are talking about weapon sales this is very + +171 +00:10:57,300 --> 00:11:01,800 +important Now, so this ice cream firm contacted + +172 +00:11:01,800 --> 00:11:06,440 +your company, which is providing electrical + +173 +00:11:06,440 --> 00:11:10,360 +engineering consultancies. This manager was + +174 +00:11:10,360 --> 00:11:13,820 +complaining, saying, my firm is suffering from + +175 +00:11:13,820 --> 00:11:17,400 +shortage of electricity. This is influencing or + +176 +00:11:17,400 --> 00:11:22,680 +jeopardizing my work of producing ice cream. Now, + +177 +00:11:22,860 --> 00:11:24,600 +the quick solution for this problem + +178 +00:11:28,330 --> 00:11:29,430 +is to bring generator. + +179 +00:11:32,510 --> 00:11:35,570 +If you are going to say the solution is generator, + +180 +00:11:35,770 --> 00:11:38,150 +then we are not talking about consultative + +181 +00:11:38,150 --> 00:11:42,870 +relationship. We are talking about because the + +182 +00:11:42,870 --> 00:11:44,930 +product here is exactly. + +183 +00:11:46,860 --> 00:11:50,720 +He is going to inform you, I know that the + +184 +00:11:50,720 --> 00:11:54,060 +solution is generator. One idiot or stupid person + +185 +00:11:54,060 --> 00:11:56,520 +is going to tell you that the only solution is the + +186 +00:11:56,520 --> 00:11:59,820 +generator. But I would like to provide me with + +187 +00:11:59,820 --> 00:12:02,080 +something called luck. Read. + +188 +00:12:05,360 --> 00:12:09,860 +And we didn't say good solution. Bitter solution. + +189 +00:12:10,640 --> 00:12:12,440 +If it is bitter, then we are talking about what? + +190 +00:12:13,010 --> 00:12:17,870 +solution says. The word Betarher means we would + +191 +00:12:17,870 --> 00:12:21,490 +like to look for a generator which is having + +192 +00:12:21,490 --> 00:12:25,030 +specific specifications which is going to save us + +193 +00:12:25,030 --> 00:12:29,910 +too much gas along with too much cost. These two + +194 +00:12:29,910 --> 00:12:33,130 +items are interrelated with the goal of the firm + +195 +00:12:33,130 --> 00:12:38,710 +of the ice cream which is profit. So the question + +196 +00:12:38,710 --> 00:12:43,640 +now Which type of generator should we install + +197 +00:12:43,640 --> 00:12:49,140 +inside the farm? Which type? We are going to look + +198 +00:12:49,140 --> 00:12:53,900 +for the type of generator which is going to be + +199 +00:12:53,900 --> 00:12:57,620 +efficient and effective. When we are saying + +200 +00:12:57,620 --> 00:13:01,060 +efficient and effective, this answer cannot be + +201 +00:13:01,060 --> 00:13:03,580 +answered or delivered to us unless we are going to + +202 +00:13:03,580 --> 00:13:09,620 +consult with a specialized electrical engineering + +203 +00:13:09,620 --> 00:13:14,320 +farm. So in this case, the electrical engineering + +204 +00:13:14,320 --> 00:13:18,520 +firm is the supplier, and the ice cream firm here + +205 +00:13:18,520 --> 00:13:22,600 +is the customer. But the relationship between them + +206 +00:13:22,600 --> 00:13:26,600 +is consultative relationship. This is very + +207 +00:13:26,600 --> 00:13:32,140 +important. Very important. Any questions? Any + +208 +00:13:32,140 --> 00:13:32,880 +comments about this? + +209 +00:13:38,620 --> 00:13:40,880 +As we said, we know that the quick answer is + +210 +00:13:40,880 --> 00:13:42,920 +generator. But if you are going to restrict our + +211 +00:13:42,920 --> 00:13:46,160 +thinking of solving our problem by installing any + +212 +00:13:46,160 --> 00:13:48,740 +kind of generator, then we are talking here about + +213 +00:13:48,740 --> 00:13:51,980 +product sales. Because in this example, the + +214 +00:13:51,980 --> 00:13:55,500 +product is the generator itself. But because any + +215 +00:13:55,500 --> 00:13:58,440 +fan is looking for profit, this means they are + +216 +00:13:58,440 --> 00:14:01,160 +going to say, we would like to identify which type + +217 +00:14:01,160 --> 00:14:03,950 +of generator should we install. We would like to + +218 +00:14:03,950 --> 00:14:06,450 +install a generator which is going to be the most + +219 +00:14:06,450 --> 00:14:09,190 +efficient and the most effective. Because these + +220 +00:14:09,190 --> 00:14:11,650 +two elements of efficiency and effectiveness, they + +221 +00:14:11,650 --> 00:14:13,930 +are interrelated with the goals of the ice cream + +222 +00:14:13,930 --> 00:14:17,690 +farm, which is profit. Who is going to provide you + +223 +00:14:17,690 --> 00:14:20,550 +with the better solution in this regard? An + +224 +00:14:20,550 --> 00:14:23,030 +electrical consultant, who is in this example, + +225 +00:14:23,470 --> 00:14:27,350 +electrical engineering company. We said in this + +226 +00:14:27,350 --> 00:14:30,470 +example, the electrical engineering company now is + +227 +00:14:30,470 --> 00:14:31,250 +the supplier. + +228 +00:14:33,960 --> 00:14:37,620 +But the relationship of the sales between the team + +229 +00:14:37,620 --> 00:14:42,160 +is consultative relationship. Clear? Any questions + +230 +00:14:42,160 --> 00:14:42,660 +or comments? + +231 +00:14:45,680 --> 00:14:48,760 +Be careful because now we are going to give a + +232 +00:14:48,760 --> 00:14:52,020 +third example about the same factory to clarify + +233 +00:14:52,020 --> 00:14:54,540 +what? The enterprise relationship. + +234 +00:14:56,780 --> 00:15:01,720 +In the enterprise relationship, remember this is + +235 +00:15:01,720 --> 00:15:08,660 +reflecting as you said the value sales when + +236 +00:15:08,660 --> 00:15:11,500 +the value sales all the time remember here we are + +237 +00:15:11,500 --> 00:15:17,860 +talking about something called partnership or + +238 +00:15:17,860 --> 00:15:20,040 +sometimes we are saying strategic partnership + +239 +00:15:20,040 --> 00:15:27,470 +listen the supplier The supplier, according to the + +240 +00:15:27,470 --> 00:15:30,230 +enterprise relationship, is going to look at the + +241 +00:15:30,230 --> 00:15:32,170 +customer as, remember, + +242 +00:15:34,790 --> 00:15:40,110 +assets or partners. + +243 +00:15:42,450 --> 00:15:45,470 +Now, what is the meaning of this? It means too + +244 +00:15:45,470 --> 00:15:49,450 +much. It means the supplier isn't ready to + +245 +00:15:49,450 --> 00:15:54,570 +sacrifice any single customer because this + +246 +00:15:54,570 --> 00:15:57,630 +customer is a partner. If a partner is going to + +247 +00:15:57,630 --> 00:15:59,610 +withdraw from this relationship, the enterprise + +248 +00:15:59,610 --> 00:16:03,270 +relationship, this is going to weaken the power + +249 +00:16:03,270 --> 00:16:08,770 +and the profit of the supplier. Now, look at this + +250 +00:16:08,770 --> 00:16:15,050 +example. The ice cream firm itself, in order to + +251 +00:16:15,050 --> 00:16:17,370 +work, they are going to need something called + +252 +00:16:17,370 --> 00:16:22,290 +carton. Why? Because by carton we are going to + +253 +00:16:22,290 --> 00:16:24,270 +package and by carton we are going to distribute + +254 +00:16:24,270 --> 00:16:27,550 +the ice cream product and so on. So can the ice + +255 +00:16:27,550 --> 00:16:30,930 +cream function naturally without dependence on + +256 +00:16:30,930 --> 00:16:34,650 +this product carton? No. Imagine we are going to + +257 +00:16:34,650 --> 00:16:36,870 +have now a carton firm. + +258 +00:16:40,330 --> 00:16:45,590 +In this case, the carton firm is supplier and the + +259 +00:16:45,590 --> 00:16:47,930 +ice cream is customer. + +260 +00:16:53,010 --> 00:16:57,750 +The carton fair will look at the ice cream as a + +261 +00:16:57,750 --> 00:17:02,990 +strategic partner, as an asset. They will say, we + +262 +00:17:02,990 --> 00:17:05,730 +will do our own best in order to help the ice + +263 +00:17:05,730 --> 00:17:08,970 +cream as much as we can, so that they are going to + +264 +00:17:08,970 --> 00:17:13,290 +function naturally. Why? They are partners. If + +265 +00:17:13,290 --> 00:17:15,870 +they close their business, we will lose as well. + +266 +00:17:16,230 --> 00:17:19,310 +If they increase their sales, we will win as well. + +267 +00:17:20,330 --> 00:17:22,710 +Therefore, we are talking about embedded + +268 +00:17:22,710 --> 00:17:27,170 +enterprise relationship founded on strategic + +269 +00:17:27,170 --> 00:17:31,820 +partnership between these two factories. So this + +270 +00:17:31,820 --> 00:17:34,200 +kind of relationship is called enterprise + +271 +00:17:34,200 --> 00:17:39,920 +relationship. Stop here. Imagine for example one + +272 +00:17:39,920 --> 00:17:43,060 +of the ice cream or the supplier of the carton + +273 +00:17:43,060 --> 00:17:47,020 +fair is going to send, listen, a salesperson + +274 +00:17:47,020 --> 00:17:52,140 +asking something from the ice cream fair. Imagine + +275 +00:17:52,140 --> 00:17:58,170 +this salesperson mispronounced or misspoke. I was + +276 +00:17:58,170 --> 00:18:01,130 +learning Mrs. Spock. Spock in a very ugly way, + +277 +00:18:01,250 --> 00:18:04,370 +Spock in a very bad way. Do you think the manager + +278 +00:18:04,370 --> 00:18:06,790 +of the ice fan is going to cut the relationship + +279 +00:18:06,790 --> 00:18:12,610 +with the cartoon fan? No. Exactly. So the sales + +280 +00:18:12,610 --> 00:18:15,630 +force now according to the enterprise relationship + +281 +00:18:15,630 --> 00:18:20,170 +is playing a secondary role rather than a primary + +282 +00:18:20,170 --> 00:18:25,640 +role. Why? Because each partner is looking at the + +283 +00:18:25,640 --> 00:18:28,660 +bigger picture or the bigger image, which is the + +284 +00:18:28,660 --> 00:18:32,860 +mutual value, the mutual partnership. If your + +285 +00:18:32,860 --> 00:18:35,600 +partner is winning, you are winning as well. If + +286 +00:18:35,600 --> 00:18:38,320 +your partner is losing, you are losing as well. + +287 +00:18:40,240 --> 00:18:44,860 +This is very important. Very important. Let's + +288 +00:18:44,860 --> 00:18:49,200 +summarize what we have explained now. Listen. This + +289 +00:18:49,200 --> 00:18:53,560 +is a narrative explanation for what we have just + +290 +00:18:53,560 --> 00:18:56,160 +talked about. Let's begin with the first type of + +291 +00:18:56,160 --> 00:18:58,660 +relationship which is transactional relationship. + +292 +00:18:59,360 --> 00:19:01,580 +So transactional relationship is a relationship + +293 +00:19:01,580 --> 00:19:06,720 +based on the need for a product. Because of this, + +294 +00:19:06,800 --> 00:19:08,740 +we said this kind of relationship is referring to + +295 +00:19:08,740 --> 00:19:12,380 +product sales of acceptable quality, of course, + +296 +00:19:12,760 --> 00:19:16,570 +along with competitively priced. In addition, a + +297 +00:19:16,570 --> 00:19:19,150 +process and relationship convenient for the buyer. + +298 +00:19:20,190 --> 00:19:23,230 +Because of this, what did we say? The customer + +299 +00:19:23,230 --> 00:19:26,370 +isn't ready to go to the Gashawy supermarket and + +300 +00:19:26,370 --> 00:19:29,250 +to buy the product from there. They are going to + +301 +00:19:29,250 --> 00:19:32,610 +look from or for any nearby supermarket and they + +302 +00:19:32,610 --> 00:19:34,610 +are going to buy their consumed product from + +303 +00:19:34,610 --> 00:19:38,350 +there. Why? Because the buyer is looking for her + +304 +00:19:38,350 --> 00:19:44,720 +own convenience, for her own comfort. Okay? Now, + +305 +00:19:45,720 --> 00:19:48,160 +how the customers are thinking? All the time they + +306 +00:19:48,160 --> 00:19:51,260 +are thinking, I have never bought anything from + +307 +00:19:51,260 --> 00:19:54,560 +someone I didn't like. This is according to what? + +308 +00:19:55,680 --> 00:19:58,640 +Transaction relationship. Gina, whenever I'm going + +309 +00:19:58,640 --> 00:20:02,800 +to enter a supermarket or grocery, if I'm going to + +310 +00:20:02,800 --> 00:20:05,360 +look at the seller and I'm not going to speak with + +311 +00:20:05,360 --> 00:20:08,540 +him or her if I didn't like his appearance, I'm + +312 +00:20:08,540 --> 00:20:10,780 +not going to sell. I'm going to leave directly. + +313 +00:20:11,840 --> 00:20:15,360 +This is the same ideology which is available in + +314 +00:20:15,360 --> 00:20:17,900 +the brains of the customers who are working + +315 +00:20:17,900 --> 00:20:22,520 +according to a transactional relationship. Let's + +316 +00:20:22,520 --> 00:20:25,240 +go to the second one. The second one is called + +317 +00:20:25,240 --> 00:20:28,820 +consultative relationship. Consultative + +318 +00:20:28,820 --> 00:20:32,080 +relationship is a common relationship available + +319 +00:20:32,080 --> 00:20:37,670 +widely in the industrial market. Industrial market + +320 +00:20:37,670 --> 00:20:41,150 +was based on the customer's demands and + +321 +00:20:41,150 --> 00:20:44,910 +willingness to pay for sales efforts that create a + +322 +00:20:44,910 --> 00:20:47,930 +new value and provides additional benefits outside + +323 +00:20:47,930 --> 00:20:52,190 +the product itself. When the example when we said + +324 +00:20:52,190 --> 00:20:54,350 +when we used to have a problem, we were not + +325 +00:20:54,350 --> 00:20:58,380 +looking for a generator. We were looking for a + +326 +00:20:58,380 --> 00:21:01,440 +type of generator outside the product, its own + +327 +00:21:01,440 --> 00:21:04,460 +specifications, its own impact on our work, its + +328 +00:21:04,460 --> 00:21:06,580 +own efficiency, its own effectiveness and so on. + +329 +00:21:07,620 --> 00:21:12,100 +This is very important. Now, here this + +330 +00:21:12,100 --> 00:21:15,020 +relationship of consultatives, it is founded on + +331 +00:21:15,020 --> 00:21:17,140 +various principles. Number one, we have to + +332 +00:21:17,140 --> 00:21:19,580 +understand customers problem mainly or + +333 +00:21:19,580 --> 00:21:22,620 +specifically. Second, we have to develop better + +334 +00:21:22,620 --> 00:21:26,580 +solution rather than Good solution. And finally, + +335 +00:21:27,160 --> 00:21:30,840 +advocate on customer's interests. In the example, + +336 +00:21:31,060 --> 00:21:33,240 +we were developing and advocating the customer's + +337 +00:21:33,240 --> 00:21:37,420 +interest. The customer was the ice cream fan, and + +338 +00:21:37,420 --> 00:21:39,160 +their only interest is to increase their own + +339 +00:21:39,160 --> 00:21:42,260 +profit by providing them with the most efficient + +340 +00:21:42,260 --> 00:21:47,860 +and effective generator. Clear? Now let's go to + +341 +00:21:47,860 --> 00:21:51,020 +the third. The third relationship is called + +342 +00:21:51,020 --> 00:21:55,050 +enterprise relationship.where an enterprise + +343 +00:21:55,050 --> 00:21:58,030 +relationship is one in which the primary function + +344 +00:21:58,030 --> 00:22:01,810 +is to leverage any and all corporate assets, + +345 +00:22:02,290 --> 00:22:06,890 +strategic partnerships of the supplier in order to + +346 +00:22:06,890 --> 00:22:10,570 +contribute to the customer's strategic success. If + +347 +00:22:10,570 --> 00:22:13,310 +our customer will succeed, for sure we will + +348 +00:22:13,310 --> 00:22:16,370 +succeed as well. If they fail, we will fail as + +349 +00:22:16,370 --> 00:22:21,020 +well. So these are founded on various principles. + +350 +00:22:21,300 --> 00:22:23,460 +Some of these principles, product and sales force + +351 +00:22:23,460 --> 00:22:26,520 +are secondary. This is reminding us with this + +352 +00:22:26,520 --> 00:22:31,860 +person who exactly if he misspoke or something + +353 +00:22:31,860 --> 00:22:34,200 +like that, this means we are not going to pay + +354 +00:22:34,200 --> 00:22:38,460 +attention to him. Our interest or focus is on + +355 +00:22:38,460 --> 00:22:45,070 +strategic partnership. This person is a miner. He + +356 +00:22:45,070 --> 00:22:48,890 +or she is not a major. The major is the strategic + +357 +00:22:48,890 --> 00:22:52,970 +interest. Also, customers must be of strategic + +358 +00:22:52,970 --> 00:22:55,870 +importance to the selling organization. Suppliers + +359 +00:22:55,870 --> 00:22:59,070 +are involved in early stages of lead + +360 +00:22:59,070 --> 00:23:03,370 +identification. Suppliers team interface. + +361 +00:23:03,470 --> 00:23:06,770 +Interface means interact with the customer on a + +362 +00:23:06,770 --> 00:23:10,030 +regular basis. And finally, suppliers respond + +363 +00:23:10,030 --> 00:23:14,740 +immediately and seize information continuously. So + +364 +00:23:14,740 --> 00:23:17,520 +these are the major principles upon which an + +365 +00:23:17,520 --> 00:23:21,000 +enterprise relationship can be founded on. Any + +366 +00:23:21,000 --> 00:23:23,200 +question? Any comments about this? I think it's + +367 +00:23:23,200 --> 00:23:31,140 +easy. Move on. Now, before our final station in + +368 +00:23:31,140 --> 00:23:33,980 +this class, let's ask ourselves this simple + +369 +00:23:33,980 --> 00:23:37,420 +question. Imagine you are going or we are going to + +370 +00:23:37,420 --> 00:23:41,200 +hire you as a sales manager in our firm. Listen + +371 +00:23:41,200 --> 00:23:45,390 +here. We are going to ask you one simple question. + +372 +00:23:46,690 --> 00:23:49,750 +You are requested or you are asked to design a + +373 +00:23:49,750 --> 00:23:53,830 +sales force program. Tell us briefly, what are the + +374 +00:23:53,830 --> 00:23:57,170 +major steps which you are going to do to create a + +375 +00:23:57,170 --> 00:23:59,370 +complete sales force program? + +376 +00:24:01,990 --> 00:24:07,090 +Input, process and output. Excellent. What is the + +377 +00:24:07,090 --> 00:24:07,290 +input? + +378 +00:24:11,900 --> 00:24:16,020 +Exactly. We have to identify marketing objectives + +379 +00:24:16,020 --> 00:24:19,020 +of our firm. We have to identify a strategy + +380 +00:24:19,020 --> 00:24:21,840 +implementation program. This is considered to be + +381 +00:24:21,840 --> 00:24:26,740 +step number one. Later on, what we are going to + +382 +00:24:26,740 --> 00:24:29,360 +do? We said we must create something called + +383 +00:24:29,360 --> 00:24:32,700 +account relationship strategy. In other words, + +384 +00:24:33,560 --> 00:24:35,840 +What is the strategy which we are going to adopt + +385 +00:24:35,840 --> 00:24:38,260 +to create a relationship? Are we talking about + +386 +00:24:38,260 --> 00:24:41,660 +transactional? Are we talking about enterprise? Or + +387 +00:24:41,660 --> 00:24:45,640 +are we talking about consultative? Third, we would + +388 +00:24:45,640 --> 00:24:48,340 +like to identify desired selling actions and + +389 +00:24:48,340 --> 00:24:51,140 +behavior. What is acceptable and what is + +390 +00:24:51,140 --> 00:24:54,600 +unacceptable? Fourth, we are going to talk about + +391 +00:24:54,600 --> 00:24:56,860 +organizational structure, how we are going to + +392 +00:24:56,860 --> 00:25:01,120 +organize our sales team members. Later on, we are + +393 +00:25:01,120 --> 00:25:02,780 +going to talk about competency development + +394 +00:25:02,780 --> 00:25:05,780 +program. Why? Because this program is going to + +395 +00:25:05,780 --> 00:25:10,300 +develop and train and orient all our staff + +396 +00:25:10,300 --> 00:25:15,800 +members. Okay? Finally, we would like to identify + +397 +00:25:15,800 --> 00:25:18,700 +our leadership system. In other words, we must + +398 +00:25:18,700 --> 00:25:23,540 +stand together and agree on a leader. Who is our + +399 +00:25:23,540 --> 00:25:27,680 +leader? And which team which will be led by this + +400 +00:25:27,680 --> 00:25:31,670 +leader? So all these steps might be finalized by + +401 +00:25:31,670 --> 00:25:37,110 +you to create what? A Salesforce program. Are we + +402 +00:25:37,110 --> 00:25:39,190 +talking here now about independent isolated + +403 +00:25:39,190 --> 00:25:42,510 +processes? No. We are talking about something + +404 +00:25:42,510 --> 00:25:46,530 +called feedback. This feedback is important. Why? + +405 +00:25:47,370 --> 00:25:49,910 +Because we would like to be sure if we are doing a + +406 +00:25:49,910 --> 00:25:54,530 +right work or wrong work. A right judgment or + +407 +00:25:54,530 --> 00:25:58,330 +unfair judgment. So we need feedback. The feedback + +408 +00:25:58,330 --> 00:26:01,970 +is going to be taken from the staff member in + +409 +00:26:01,970 --> 00:26:05,870 +comparison with two kinds of estimates. Estimate + +410 +00:26:05,870 --> 00:26:08,130 +number one of sales potential and sales forecast. + +411 +00:26:08,770 --> 00:26:11,950 +Estimate number two estimates of sales force size + +412 +00:26:11,950 --> 00:26:17,110 +and budget. Then imagine we estimated that our + +413 +00:26:17,110 --> 00:26:20,960 +sales is going to be 80% in this year. And later + +414 +00:26:20,960 --> 00:26:24,820 +on, after this year finished, our sales was 70%. + +415 +00:26:24,820 --> 00:26:28,280 +This means, did we do a right job or a bad job? A + +416 +00:26:28,280 --> 00:26:30,980 +bad job. Because we are talking about failure with + +417 +00:26:30,980 --> 00:26:34,440 +10%. In this case, we are going to review what we + +418 +00:26:34,440 --> 00:26:37,500 +have been doing throughout the previous year and + +419 +00:26:37,500 --> 00:26:41,040 +we have to put our hand on the weakest link, the + +420 +00:26:41,040 --> 00:26:45,580 +weakest process to fix it in the coming year and + +421 +00:26:45,580 --> 00:26:49,200 +so on. Any question? Any comments about this? + +422 +00:26:50,650 --> 00:26:53,650 +Let's conclude our class by this famous topic, + +423 +00:26:54,590 --> 00:26:56,470 +comparison, a quick comparison between + +424 +00:26:56,470 --> 00:27:00,410 +transactional relationship and enterprise + +425 +00:27:00,410 --> 00:27:05,010 +relationship. This is very important. Generally, + +426 +00:27:05,490 --> 00:27:06,970 +if we would like to make a quick comparison + +427 +00:27:06,970 --> 00:27:09,270 +between these two types of relationship, we have + +428 +00:27:09,270 --> 00:27:13,370 +to focus first on something called past. What is + +429 +00:27:13,370 --> 00:27:15,510 +the meaning of this? It means traditional + +430 +00:27:15,510 --> 00:27:19,430 +relationships are not concerned too much with the + +431 +00:27:19,430 --> 00:27:25,260 +past. Why? Once again, we are talking about narrow + +432 +00:27:25,260 --> 00:27:27,840 +relationships, we are talking about consumed + +433 +00:27:27,840 --> 00:27:30,440 +products, and we are talking about big number of + +434 +00:27:30,440 --> 00:27:32,760 +customers and at the same time big number of + +435 +00:27:32,760 --> 00:27:37,260 +suppliers. So if they are satisfied, that's fine. + +436 +00:27:37,300 --> 00:27:41,340 +If they are not satisfied, also this is fine. Life + +437 +00:27:41,340 --> 00:27:45,600 +goes on. But this scenario is in the same with the + +438 +00:27:45,600 --> 00:27:50,140 +enterprise relationship. Why? Because the bust and + +439 +00:27:50,140 --> 00:27:53,340 +the tracking record is considered to be the base + +440 +00:27:53,340 --> 00:27:57,300 +for creating the future strategic partnership with + +441 +00:27:57,300 --> 00:28:00,280 +this customer. If the bust is clean and + +442 +00:28:00,280 --> 00:28:03,460 +cooperative, the strategy and partnership will be + +443 +00:28:03,460 --> 00:28:07,280 +achieved. But if the bust is bad and dirty and + +444 +00:28:07,280 --> 00:28:10,700 +full of tension, we cannot create strategic + +445 +00:28:10,700 --> 00:28:16,220 +relationships. Clear? Number two, we are talking + +446 +00:28:16,220 --> 00:28:20,080 +about the profit margin of the supplier. All the + +447 +00:28:20,080 --> 00:28:23,560 +time remember, sometimes the supplier isn't going + +448 +00:28:23,560 --> 00:28:28,280 +to be focused too much on something called + +449 +00:28:28,280 --> 00:28:31,940 +supplier's profit margin. This is considered to be + +450 +00:28:31,940 --> 00:28:34,900 +no responsibility for the supplier. Somebody is + +451 +00:28:34,900 --> 00:28:37,140 +going to wonder, why the supplier isn't going to + +452 +00:28:37,140 --> 00:28:41,180 +be too attentive for the supplier's profit margin? + +453 +00:28:42,520 --> 00:28:47,400 +Once again, the supplier doesn't care. Either his + +454 +00:28:47,400 --> 00:28:49,580 +customer is going to benefit or not benefit. + +455 +00:28:49,820 --> 00:28:52,200 +Either he is going to achieve a profit or not to + +456 +00:28:52,200 --> 00:28:56,380 +profit. Once again, non-relationship. Also, we are + +457 +00:28:56,380 --> 00:29:01,320 +talking about many customers. Exactly. Here, the + +458 +00:29:01,320 --> 00:29:06,180 +situation is the opposite. They are giving strong + +459 +00:29:06,180 --> 00:29:10,620 +attention on the suppliers need to make fair + +460 +00:29:10,620 --> 00:29:14,660 +profit. Third, little support for feedback. They + +461 +00:29:14,660 --> 00:29:17,590 +do not want feedback. Because we are talking about + +462 +00:29:17,590 --> 00:29:20,590 +short-term relationships. Sales which happen like + +463 +00:29:20,590 --> 00:29:23,950 +this. Then, are they interested to renew it? They + +464 +00:29:23,950 --> 00:29:26,890 +do not care. But here, the feedback is excellent. + +465 +00:29:27,810 --> 00:29:31,150 +It is considered to be the base for creating a + +466 +00:29:31,150 --> 00:29:34,770 +future strategic relationship. Here, no guarantee + +467 +00:29:34,770 --> 00:29:37,570 +of business relationship beyond contract. Once + +468 +00:29:37,570 --> 00:29:39,930 +again, no performance expectation beyond the + +469 +00:29:39,930 --> 00:29:44,910 +contract. So in other words, contract is + +470 +00:29:44,910 --> 00:29:49,480 +considered to be The Bible upon which we are going + +471 +00:29:49,480 --> 00:29:52,440 +to resolve our conflicts or our misunderstandings. + +472 +00:29:53,780 --> 00:29:57,920 +In other words, the Bible, the book of law. In + +473 +00:29:57,920 --> 00:30:01,840 +other words, if we disagreed with one another, + +474 +00:30:02,700 --> 00:30:05,220 +this means which thing which is going to resolve + +475 +00:30:05,220 --> 00:30:09,730 +this issue, the contract which we both signed. But + +476 +00:30:09,730 --> 00:30:14,530 +here, the contract is one pool. Is it everything? + +477 +00:30:14,870 --> 00:30:17,970 +No. Can we resolve other things beyond the + +478 +00:30:17,970 --> 00:30:21,470 +contract? Yes. Why? Because of this. + +479 +00:30:24,610 --> 00:30:27,950 +Exactly. We are talking about strategic + +480 +00:30:27,950 --> 00:30:30,450 +relationship. This strategic relationship is + +481 +00:30:30,450 --> 00:30:33,990 +founded on trust, on loyalty, on cooperation and + +482 +00:30:33,990 --> 00:30:37,910 +positive sum gain. But here, We are talking about + +483 +00:30:37,910 --> 00:30:42,690 +zero sum gain. In other words, we are not so + +484 +00:30:42,690 --> 00:30:45,910 +interested in achieving a profit for our customer + +485 +00:30:45,910 --> 00:30:49,470 +or not. We do not care about this. What we care is + +486 +00:30:49,470 --> 00:30:53,230 +to implement and execute the contract fully. + +487 +00:30:53,970 --> 00:30:58,120 +Nothing more, nothing less. Well, this is a quick + +488 +00:30:58,120 --> 00:31:00,240 +comparison between these two types of + +489 +00:31:00,240 --> 00:31:02,960 +relationship, the transaction and enterprise. Any + +490 +00:31:02,960 --> 00:31:05,480 +questions or comments about today's class? Now, + +491 +00:31:05,560 --> 00:31:09,120 +let's summarize. So in this class, we talked in a + +492 +00:31:09,120 --> 00:31:11,900 +very detailed way about the three types of sales. + +493 +00:31:12,540 --> 00:31:16,640 +Inshallah, next Saturday, we are going to begin + +494 +00:31:16,640 --> 00:31:21,100 +talking about chapter number three. Done? Done. + +495 +00:31:21,820 --> 00:31:25,370 +Did you make your assignments? Now I am going to + +496 +00:31:25,370 --> 00:31:29,150 +take a few answers as a sample. Thank you William. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/hEyY_Ox8Sd0.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/hEyY_Ox8Sd0.srt new file mode 100644 index 0000000000000000000000000000000000000000..ad6ce8d7841e71af6f2c359e6dfe68ef2e877d29 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/hEyY_Ox8Sd0.srt @@ -0,0 +1,1982 @@ + +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, I myself am 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 to or from the perspective of technical + +27 +00:01:56,290 --> 00:01:59,170 +buying influence. We will conclude with 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 +Mai. My name is Maya Heshamia. I studied business + +30 +00:02:07,060 --> 00:02:09,780 +commerce at the tertiary 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 power, the + +34 +00:02:20,520 --> 00:02:24,220 +final approval, give 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 the power depends on asking. First, + +38 +00:02:34,690 --> 00:02:38,410 +because they know every detail about the + +39 +00:02:38,410 --> 00:02:44,170 +purchasing process. Second, 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 allocate this money to pay + +42 +00:02:49,930 --> 00:02:53,550 +for what they choose to do, and they have veto power. Veto + +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. This and the + +46 +00:03:03,710 --> 00:03:05,950 +personal focus in the total organizational part + +47 +00:03:05,950 --> 00:03:12,230 +establishes the priority + +48 +00:03:12,230 --> 00:03:17,850 +program and its considerations about the economic + +49 +00:03:17,850 --> 00:03:22,790 +health of the business. These persons are not + +50 +00:03:22,790 --> 00:03:26,710 +focused on the price or on the technology only, + +51 +00:03:26,830 --> 00:03:29,590 +but they focus on the performance at all levels + +52 +00:03:29,590 --> 00:03:32,010 +and focus on the bottom line in the staff + +53 +00:03:32,010 --> 00:03:38,010 +members. These persons are forecasting about the + +54 +00:03:38,010 --> 00:03:40,610 +future. Will it benefit me or not? We talked + +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-capacity machines + +57 +00:03:50,560 --> 00:03:54,440 +that can mix the components, 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 increase production, + +60 +00:04:02,100 --> 00:04:08,220 +to produce the product in shorter cycles, in + +61 +00:04:08,220 --> 00:04:13,610 +shorter production cycles. Now the company can + +62 +00:04:13,610 --> 00:04:17,270 +take the telecommunications view as assets, + +63 +00:04:17,470 --> 00:04:20,650 +not as utilities. When that happened, the + +64 +00:04:20,650 --> 00:04:27,030 +organization conducted research on the market + +65 +00:04:27,030 --> 00:04:31,330 +and sales, as the AT&T company considers + +66 +00:04:31,330 --> 00:04:34,150 +telecommunications as assets. Excellent. + +67 +00:04:39,030 --> 00:04:44,100 +Let's continue with what Mai explained to us. We are + +68 +00:04:44,100 --> 00:04:49,600 +going to give a tangible example now. Last + +69 +00:04:49,600 --> 00:04:53,640 +week, I, as head of the + +70 +00:04:53,640 --> 00:04:56,900 +business administration department, received a complaint. + +71 +00:04:56,900 --> 00:05:00,220 +This complaint + +72 +00:05:00,220 --> 00:05:02,440 +was raised by the students who are studying a + +73 +00:05:02,440 --> 00:05:02,960 +course called Computer and Financial + +74 +00:05:02,440 --> 00:05:02,960 +Analysis. + +75 +00:05:05,560 --> 00:05:10,020 +Why? They were complaining about the labs. Some of + +76 +00:05:10,020 --> 00:05:13,670 +the computers were out of order. And the + +77 +00:05:13,670 --> 00:05:16,210 +majority of the USBs were not working + +78 +00:05:16,210 --> 00:05:22,250 +effectively. So Dr. Walid Daya, who is teaching + +79 +00:05:22,250 --> 00:05:24,110 +this course, along with the students who are + +80 +00:05:24,110 --> 00:05:27,510 +studying it, they were saying that if the electricity + +81 +00:05:27,510 --> 00:05:30,890 +were to go down, none of the students would be able + +82 +00:05:30,890 --> 00:05:35,990 +to save their data. So, later on, + +83 +00:05:36,090 --> 00:05:39,510 +the students would have to start from scratch. Is this + +84 +00:05:39,510 --> 00:05:41,530 +an appropriate method for teaching this course? Of + +85 +00:05:41,530 --> 00:05:46,070 +course not. I received this complaint and I + +86 +00:05:46,070 --> 00:05:52,170 +contacted the two deputies of + +87 +00:05:52,170 --> 00:05:55,650 +the university president, the academic + +88 +00:05:55,650 --> 00:06:00,090 +deputy + +89 +00:06:00,090 --> 00:06:06,390 +and + +90 +00:06:06,390 --> 00:06:07,190 +the administrative deputy. + +91 +00:06:11,890 --> 00:06:14,210 +Now, the academic deputy and the administrative deputy, + +92 +00:06:14,390 --> 00:06:18,810 +both of them examined the situation. We were + +93 +00:06:18,810 --> 00:06:23,990 +asking, as a department, that we needed to buy new + +94 +00:06:23,990 --> 00:06:30,630 +computers along with new USBs. + +95 +00:06:33,410 --> 00:06:37,830 +Now, the two deputies, both of them, were + +96 +00:06:37,830 --> 00:06:40,990 +going to ask why, or both of them were going to ask + +97 +00:06:40,990 --> 00:06:45,250 +why. Why did we need to buy new computers and why + +98 +00:06:45,250 --> 00:06:49,230 +did we need to buy new USBs? We justified to them that + +99 +00:06:49,610 --> 00:06:51,830 +this is the nature of the course; everything is + +100 +00:06:51,830 --> 00:06:54,130 +computer-based, and every + +101 +00:06:54,130 --> 00:06:56,930 +student must have the ability to save their data. So they are asking all the time for what? + +102 +00:07:01,190 --> 00:07:04,510 +For why we needed to buy this product or why we needed + +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 were convinced, they decided to + +105 +00:07:12,330 --> 00:07:17,290 +give their final approval. Also, these two + +106 +00:07:17,290 --> 00:07:20,750 +deputies in this example, both of them, possessed + +107 +00:07:20,750 --> 00:07:23,610 +or had the economic buying + +108 +00:07:23,610 --> 00:07:27,570 +influence. After they were 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 the USBs. + +112 +00:07:38,290 --> 00:07:42,190 +Clear? Later on, if you were to look at those + +113 +00:07:42,190 --> 00:07:44,790 +two deputies, how they think and what points + +114 +00:07:44,790 --> 00:07:47,410 +they focus on, you will find that + +115 +00:07:47,410 --> 00:07:49,810 +they are not looking only at the business + +116 +00:07:49,810 --> 00:07:53,030 +administration department or 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 the university 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 issue for the whole organization 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 staff 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 verify the justifications + +125 +00:08:19,740 --> 00:08:23,840 +and the information, to ensure it is correct or not. + +126 +00:08:25,200 --> 00:08:28,800 +Also, they are not considering + +127 +00:08:28,800 --> 00:08:33,040 +operational or tactical purposes only. The buying decision must + +128 +00:08:33,040 --> 00:08:36,350 +have 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 USBs + +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 they are + +133 +00:08:50,610 --> 00:08:53,350 +studying the course called Computer and + +134 +00:08:53,350 --> 00:08:58,290 +Financial Analysis. So, once again, let's summarize our + +135 +00:08:58,290 --> 00:09:01,770 +ideas. So both the academic deputy + +136 +00:09:01,770 --> 00:09:04,930 +and the administrative deputy, both of them possess + +137 +00:09:04,930 --> 00:09:07,710 +or have something called economic + +138 +00:09:07,710 --> 00:09:10,770 +buying influence because they possess 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, must provide them with a reasonable + +143 +00:09:24,900 --> 00:09:28,980 +justification for this purchase. If they are + +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 questions 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 influence. + +150 +00:09:48,530 --> 00:09:54,530 +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 +My name is Alaa Jamal Nashar. I am a + +156 +00:10:19,470 --> 00:10:21,750 +member of the commerce faculty. I specialize in business + +157 +00:10:21,750 --> 00:10:24,890 +administration, tertiary 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 buyers are + +160 +00:10:33,030 --> 00:10:37,530 +those who will ultimately use whatever + +161 +00:10:37,530 --> 00:10:44,290 +is offered. The role of the user buyer is to decide + +162 +00:10:44,290 --> 00:10:49,070 +how purchases will affect job performance. The + +163 +00:10:49,070 --> 00:10:55,470 +key point here is the job. Because their focus, as user buyers, is on how a purchase will affect their jobs, + +164 +00:10:55,470 --> 00:10:59,130 +their reactions to purchase proposals, + +165 +00:11:00,110 --> 00:11:06,870 +as well as their predictions about performance tend to be + +166 +00:11:06,870 --> 00:11:12,750 +subjective. That doesn't mean it's irrational or + +167 +00:11:12,750 --> 00:11:18,270 +irrelevant, but because their personal success depends on the success of the + +168 +00:11:18,270 --> 00:11:23,010 +products or services. So you should take into account the + +169 +00:11:23,010 --> 00:11:28,610 +subjective aspect when you are selling a + +170 +00:11:28,610 --> 00:11:33,050 +product or service. So, focus on + +171 +00:11:33,050 --> 00:11:37,530 +the subjective aspects when selling a product + +172 +00:11:37,530 --> 00:11:41,800 +or service. + +173 +00:11:41,800 --> 00:11:42,640 +Focus. + +174 +00:11:50,960 --> 00:11:56,340 +Here I want to mention that user buyers focus on + +175 +00:11:56,340 --> 00:12:00,400 +the past and present rather than the future. + +176 +00:12:01,280 --> 00:12:06,720 +They don't ask how it will affect the job, no, but + +177 +00:12:06,720 --> 00:12:13,560 +take into account the current challenges and + +178 +00:12:13,980 --> 00:12:18,240 +current priorities. For example, I want to give + +179 +00:12:18,240 --> 00:12:24,990 +an example of a user buyer. I want to talk about + +180 +00:12:24,990 --> 00:12:31,150 +airplane sales. I mentioned that the user buyers + +181 +00:12:31,150 --> 00:12:38,370 +are the military personnel, the pilots, and their + +182 +00:12:38,370 --> 00:12:44,710 +commanders who will actually operate the planes + +183 +00:12:44,710 --> 00:12:48,950 +because the primary concern of these individuals is to do their job, so we call them or we + +184 +00:12:48,950 --> 00:12:54,290 +consider, must consider, their usability. So + +185 +00:13:00,650 --> 00:13:04,190 +let's + +186 +00:13:04,190 --> 00:13:07,010 +go on. So the administrative deputy and the academic + +187 +00:13:07,010 --> 00:13:09,930 +deputy, both of them possessed economic + +188 +00:13:09,930 --> 00:13:12,050 +buying influence. + +189 +00:13:14,610 --> 00:13:17,570 +Later on, we are going to talk about another group + +190 +00:13:17,570 --> 00:13:25,830 +who possess user buying influence. The user + +191 +00:13:25,830 --> 00:13:27,930 +buying influence group are concerned with + +192 +00:13:27,930 --> 00:13:32,850 +one thing, which is how this buying decision is + +193 +00:13:32,850 --> 00:13:35,130 +going to influence the level of job + +194 +00:13:35,130 --> 00:13:39,080 +performance. Will it contribute positively to job + +195 +00:13:39,080 --> 00:13:42,200 +performance? Will it contribute + +196 +00:13:42,200 --> 00:13:45,800 +negatively to job performance? This is their + +197 +00:13:45,800 --> 00:13:52,260 +major concern. This is their major concern. So how + +198 +00:13:52,260 --> 00:13:54,440 +will the purchase or the buying + +199 +00:13:54,440 --> 00:13:59,020 +decision affect job performance? Now, the + +200 +00:13:59,020 --> 00:14:02,000 +users, how do they think, or what are their + +201 +00:14:02,000 --> 00:14:06,150 +characteristics? Their characteristic is that they are + +202 +00:14:06,150 --> 00:14:09,17 + +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 products + +236 +00:16:27,080 --> 00:16:30,380 +of both products or both systems. + +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 is to screen out possible providers and + +246 +00:16:59,990 --> 00:17:05,870 +suppliers who provide our products and services to + +247 +00:17:05,870 --> 00:17:09,960 +the organization. These technical buyers, we can + +248 +00:17:09,960 --> 00:17:14,420 +say they act as gatekeepers. Gatekeeper means + +249 +00:17:14,420 --> 00:17:19,620 +that this person controls the access to some + +250 +00:17:19,620 --> 00:17:24,240 +things. Some things are goods and products. We can + +251 +00:17:27,350 --> 00:17:32,890 +These technical buyers focus on the product and + +252 +00:17:32,890 --> 00:17:37,670 +services themselves. And then they make recommendations + +253 +00:17:37,670 --> 00:17:41,710 +based on how its products and services will meet + +254 +00:17:41,710 --> 00:17:46,310 +the various objective specifications. Then, if + +255 +00:17:46,310 --> 00:17:49,690 +these products 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 recommendations of + +262 +00:18:10,960 --> 00:18:14,350 +these goods and services. A characteristic 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, products and goods. Aspects of a + +265 +00:18:23,270 --> 00:18:27,570 +product and service. Gatekeepers, as we say, act + +266 +00:18:27,570 --> 00:18:31,690 +as gatekeepers to control the products and goods + +267 +00:18:31,690 --> 00:18:39,860 +that we need. They can only say no, not yes. They have + +268 +00:18:39,860 --> 00:18:44,700 +the authority to say no, not to say yes. They focus, + +269 +00:18:44,840 --> 00:18:47,160 +as we say, on product specifications, the + +270 +00:18:47,160 --> 00:18:49,820 +specifications, features, and characteristics 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 +specifications are, what the features are, what the + +273 +00:18:56,260 --> 00:19:00,020 +characteristics of this product are, without asking + +274 +00:19:00,020 --> 00:19:06,610 +why. Okay, we continue with 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 the technical buyer takes this + +277 +00:19:14,790 --> 00:19:19,830 +product and makes some examinations of this product. + +278 +00:19:20,310 --> 00:19:25,410 +They examine whether this product will meet the needs and + +279 +00:19:25,410 --> 00:19:29,330 +the specifications and the features that we need. If + +280 +00:19:29,330 --> 00:19:33,670 +this product meets... 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 +said... 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 IT at 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 knowledge. This is their work. So + +291 +00:20:08,760 --> 00:20:11,940 +they know 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 a 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 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 go 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 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 power to say no, but they cannot say yes. + +336 +00:22:55,400 --> 00:22:59,140 +Because 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 +making the actual decision of buying or not + +341 +00:23:13,560 --> 00:23:17,260 +buying, are about to make an inappropriate, a + +342 +00:23:17,260 --> 00:23:21,040 +bad decision about 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 the final word to implement the final + +347 +00:23:37,280 --> 00:23:41,820 +decision about buying. Because of this, their focus, + +348 +00:23:42,000 --> 00:23:44,020 +the technician's, 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 +that 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 +influence. Clear? Any questions 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 the + +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 advocates in + +360 +00:24:27,060 --> 00:24:29,640 +selling decisions. Salespeople 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 selling decisions. For + +363 +00:24:37,190 --> 00:24:41,250 +example, when we talk about advocates, advocates in + +364 +00:24:41,250 --> 00:24:44,570 +the sales process, the role of the advocate helps guide the + +365 +00:24:44,570 --> 00:24:47,710 +sales process by providing them with 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 purchasing decisions. And so that + +368 +00:24:56,770 --> 00:25:00,230 +their decisions are not compulsory to follow, maybe + +369 +00:25:00,230 --> 00:25:03,370 +they take it, maybe not. Secondly, when we talk about + +370 +00:25:03,370 --> 00:25:06,770 +characteristics of advocates, they may be inside or + +371 +00:25:06,770 --> 00:25:11,030 +outside the buying organization; franchisees or + +372 +00:25:11,030 --> 00:25:14,730 +interpreters of 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 a purchasing committee meeting, the + +375 +00:25:23,950 --> 00:25:28,450 +motivation for a decision made by the committee of + +376 +00:25:28,450 --> 00:25:33,770 +purchasing tickets and products that might be missed by + +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 sales by + +379 +00:25:39,770 --> 00:25:45,130 +a specific penalty, if the advocate, after examining + +380 +00:25:45,130 --> 00:25:51,170 +this decision, gives the purchasing committee + +381 +00:25:51,170 --> 00:25:54,930 +their decision, the purchasing committee + +382 +00:25:54,930 --> 00:25:57,550 +might take it, might not. It's + +383 +00:25:57,550 --> 00:26:02,270 +according to the nature of the organization. + +384 +00:26:02,770 --> 00:26:06,850 +External advocates might help people who are not in + +385 +00:26:06,850 --> 00:26:10,550 +the sales process or often sell for you when you + +386 +00:26:10,550 --> 00:26:14,550 +cannot be there. They 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 them to the customer or to + +392 +00:26:30,460 --> 00:26:32,580 +a supplier or another organization. + +393 +00:26:35,630 --> 00:26:39,610 +Let's talk about the reasons why winning is a + +394 +00:26:39,610 --> 00:26:43,890 +personal win. First, it 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. Secondly, + +397 +00:26:50,970 --> 00:26:55,590 +it 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 is 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 technical knowledge and he + +401 +00:27:06,650 --> 00:27:11,630 +or she can defend or not defend your decision + +402 +00:27:11,630 --> 00:27:17,050 +about buying; defend or not defend your decision + +403 +00:27:17,050 --> 00:27:21,290 +about 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 +technicians. We might consult them about 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 technical knowledge about it. So in this + +409 +00:27:39,650 --> 00:27:43,530 +case, should we go with our decision about buying in + +410 +00:27:43,530 --> 00:27:47,450 +a blind way? The answer is no. So what are we + +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 +00:28:11,2 + +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 University 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 +a 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 +an 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 motive + +470 +00:31:17,370 --> 00:31:20,050 +might be a negative one. 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 Hanin, 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's 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 a 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 Hanin to succeed, not because of any + +484 +00:32:10,290 --> 00:32:13,350 +other kind of motives, but a negative motive against + +485 +00:32:13,350 --> 00:32:18,530 +Walaa. 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 an 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 +a 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 +a 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 for creating 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. 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, because they are spread out through the + +514 +00:34:03,080 --> 00:34:07,120 +whole market; they are spread out through the + +515 +00:34:07,120 --> 00:34:11,060 +whole market. 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 +weak 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 the + +525 +00:34:38,060 --> 00:34:41,700 +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 a sales agency. 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 a sales agency can benefit from + +530 +00:34:56,030 --> 00:34:59,850 +advocates. Any questions? 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 questions? So you are going to begin with + +535 +00:35:12,490 --> 00:35:17,850 +your 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 the buyer-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? Okay, I will talk + +539 +00:35:26,550 --> 00:35:28,570 +about it. Who would like to talk about Thomas's 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.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/hEyY_Ox8Sd0_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..6b3b0b78b48e47eaa1584c4c7b1a720446b9efbb --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/hEyY_Ox8Sd0_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4799, "start": 20.87, "end": 47.99, "text": " Okay, good morning. Now listen, last time I think we were talking about the five kinds or types of members who are involved in something called buying center members. Now, the buying center members, all these members, they have a kind of influence. A kind of influence on what? 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Sometimes this influence might be technical. Sometimes this influence might belong to the user. And sometimes this influence might be related to the advocate. The advocate who is advocating for taking the decision of buying. So now we are going to give the chance for Mai.", "tokens": [4803, 341, 6503, 1062, 312, 4836, 13, 4803, 341, 6503, 1062, 312, 6191, 13, 4803, 341, 6503, 1062, 5784, 281, 264, 4195, 13, 400, 2171, 341, 6503, 1062, 312, 4077, 281, 264, 14608, 13, 440, 14608, 567, 307, 32050, 337, 1940, 264, 3537, 295, 6382, 13, 407, 586, 321, 366, 516, 281, 976, 264, 2931, 337, 24084, 13], "avg_logprob": -0.1475105876639738, "compression_ratio": 2.0584415584415585, "no_speech_prob": 0.0, "words": [{"start": 49.48, "end": 50.06, "word": " Sometimes", "probability": 0.7099609375}, {"start": 50.06, "end": 50.76, "word": " this", "probability": 0.8173828125}, {"start": 50.76, "end": 51.18, "word": " influence", "probability": 0.94189453125}, {"start": 51.18, "end": 51.74, "word": " might", "probability": 0.83203125}, {"start": 51.74, "end": 51.94, "word": " be", "probability": 0.9560546875}, {"start": 51.94, "end": 52.4, "word": " economic.", "probability": 0.80712890625}, {"start": 53.48, "end": 54.0, "word": " Sometimes", "probability": 0.923828125}, {"start": 54.0, "end": 54.6, "word": " this", "probability": 0.91259765625}, {"start": 54.6, "end": 54.96, "word": " influence", "probability": 0.8896484375}, {"start": 54.96, "end": 55.36, "word": " might", "probability": 0.87158203125}, {"start": 55.36, "end": 55.52, "word": " be", "probability": 0.95556640625}, {"start": 55.52, "end": 55.96, "word": " technical.", "probability": 0.90869140625}, {"start": 56.92, "end": 57.34, "word": " Sometimes", "probability": 0.927734375}, {"start": 57.34, "end": 57.94, "word": " this", "probability": 0.93212890625}, {"start": 57.94, "end": 58.34, "word": " influence", "probability": 0.91015625}, {"start": 58.34, "end": 58.78, "word": " might", "probability": 0.86865234375}, {"start": 58.78, "end": 59.34, "word": " belong", "probability": 0.8740234375}, {"start": 59.34, "end": 59.54, "word": " to", "probability": 0.9697265625}, {"start": 59.54, "end": 59.68, "word": " the", "probability": 0.91064453125}, {"start": 59.68, "end": 60.02, "word": " user.", "probability": 0.94189453125}, {"start": 60.64, "end": 60.76, "word": " And", "probability": 0.890625}, {"start": 60.76, "end": 61.42, "word": " sometimes", "probability": 0.93701171875}, {"start": 61.42, "end": 62.0, "word": " this", "probability": 0.90380859375}, {"start": 62.0, "end": 62.48, "word": " influence", "probability": 0.90478515625}, {"start": 62.48, "end": 62.9, "word": " might", "probability": 0.87646484375}, {"start": 62.9, "end": 63.06, "word": " be", "probability": 0.9521484375}, {"start": 63.06, "end": 63.44, "word": " related", "probability": 0.9580078125}, {"start": 63.44, "end": 63.64, "word": " to", "probability": 0.9677734375}, {"start": 63.64, "end": 63.8, "word": " the", "probability": 0.90869140625}, {"start": 63.8, "end": 64.16, "word": " advocate.", "probability": 0.84521484375}, {"start": 64.94, "end": 65.22, "word": " The", "probability": 0.875}, {"start": 65.22, "end": 65.74, "word": " advocate", "probability": 0.8359375}, {"start": 65.74, "end": 65.98, "word": " who", "probability": 0.8623046875}, {"start": 65.98, "end": 66.12, "word": " is", "probability": 0.9208984375}, {"start": 66.12, "end": 66.72, "word": " advocating", "probability": 0.95947265625}, {"start": 66.72, "end": 67.36, "word": " for", "probability": 0.9091796875}, {"start": 67.36, "end": 67.84, "word": " taking", "probability": 0.76513671875}, {"start": 67.84, "end": 68.04, "word": " the", "probability": 0.9130859375}, {"start": 68.04, "end": 68.4, "word": " decision", "probability": 0.9248046875}, {"start": 68.4, "end": 68.62, "word": " of", "probability": 0.947265625}, {"start": 68.62, "end": 68.9, "word": " buying.", "probability": 0.91455078125}, {"start": 70.28, "end": 70.56, "word": " So", "probability": 0.9033203125}, {"start": 70.56, "end": 70.84, "word": " now", "probability": 0.85693359375}, {"start": 70.84, "end": 71.02, "word": " we", "probability": 0.74609375}, {"start": 71.02, "end": 71.16, "word": " are", "probability": 0.90185546875}, {"start": 71.16, "end": 71.34, "word": " going", "probability": 0.9462890625}, {"start": 71.34, "end": 71.48, "word": " to", "probability": 0.96728515625}, {"start": 71.48, "end": 71.6, "word": " give", "probability": 0.87109375}, {"start": 71.6, "end": 71.74, "word": " the", "probability": 0.57763671875}, {"start": 71.74, "end": 72.02, "word": " chance", "probability": 0.96484375}, {"start": 72.02, "end": 72.26, "word": " for", "probability": 0.83447265625}, {"start": 72.26, "end": 72.48, "word": " Mai.", "probability": 0.64794921875}], "temperature": 1.0}, {"id": 3, "seek": 9457, "start": 73.29, "end": 94.57, "text": " to talk about those persons who are going to have or possess something called economic buying influence. 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In other words, we will begin with this example according to the economic buying influence, and later on we will talk about the same example according to the user buying influence, and later on we will describe it according or from the perspective of technical buying influence. We will conclude by the final one which is the advocacy influence. 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If they got convinced, they will tell you, we are going to release the financial resources. Why? Because they are interested in the overall performance of the organization. Clear? Clear. Any question about the economic buying influence? Let's go on with the second one, which is", "tokens": [407, 11, 291, 382, 257, 1724, 3011, 11, 291, 1633, 2893, 552, 365, 257, 10585, 31591, 337, 341, 6382, 13, 759, 436, 658, 12561, 11, 436, 486, 980, 291, 11, 321, 366, 516, 281, 4374, 264, 4669, 3593, 13, 1545, 30, 1436, 436, 366, 3102, 294, 264, 4787, 3389, 295, 264, 4475, 13, 14993, 30, 14993, 13, 2639, 1168, 466, 264, 4836, 6382, 6503, 30, 961, 311, 352, 322, 365, 264, 1150, 472, 11, 597, 307], "avg_logprob": -0.1785714239269108, "compression_ratio": 1.5714285714285714, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 559.94, "end": 560.46, "word": " So,", "probability": 0.74169921875}, {"start": 560.92, "end": 561.12, "word": " you", "probability": 0.80322265625}, {"start": 561.12, "end": 561.5, "word": " as", "probability": 0.853515625}, {"start": 561.5, "end": 561.7, "word": " a", "probability": 0.96435546875}, {"start": 561.7, "end": 562.16, "word": " requester,", "probability": 0.8046875}, {"start": 562.84, 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What's your name please? My name is Alaa Jamal Nashar. My name is Alaa Jamal Nashar. Commerce faculty. I specialize in business administration. Okay. 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I'm a commerce faculty. I specialize in business administration, third level. Okay, I want to talk about user buying influence. First, I want to identify the user buyer. 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That doesn't mean it's irrational or irrelevant, but because the success of the personal success hangs on the success of the products or services. So you put into account the subject, the subjective,", "tokens": [382, 731, 382, 641, 21264, 466, 3389, 3928, 281, 312, 25972, 13, 663, 1177, 380, 914, 309, 311, 39914, 420, 28682, 11, 457, 570, 264, 2245, 295, 264, 2973, 2245, 35947, 322, 264, 2245, 295, 264, 3383, 420, 3328, 13, 407, 291, 829, 666, 2696, 264, 3983, 11, 264, 25972, 11], "avg_logprob": -0.2394831725038015, "compression_ratio": 1.6265060240963856, "no_speech_prob": 0.0, "words": [{"start": 671.79, "end": 672.15, "word": " as", "probability": 0.8095703125}, {"start": 672.15, "end": 672.33, "word": " well", "probability": 0.91455078125}, {"start": 672.33, "end": 672.75, "word": " as", "probability": 0.9658203125}, {"start": 672.75, "end": 673.31, "word": " their", "probability": 0.89892578125}, {"start": 673.31, "end": 674.35, "word": " predictions", "probability": 0.8349609375}, {"start": 674.35, "end": 675.41, "word": " about", "probability": 0.89599609375}, {"start": 675.41, "end": 676.73, "word": " performance", "probability": 0.86865234375}, {"start": 676.73, "end": 677.71, "word": " tend", "probability": 0.69775390625}, {"start": 677.71, "end": 677.99, "word": " to", "probability": 0.9716796875}, {"start": 677.99, "end": 678.27, "word": " be", "probability": 0.9580078125}, {"start": 678.27, "end": 679.07, "word": " subjective.", "probability": 0.96240234375}, {"start": 679.57, "end": 680.57, "word": " That", "probability": 0.71630859375}, {"start": 680.57, "end": 680.91, "word": " doesn't", "probability": 0.94091796875}, {"start": 680.91, "end": 681.25, "word": " mean", "probability": 0.96630859375}, {"start": 681.25, "end": 681.85, "word": " it's", "probability": 0.899169921875}, {"start": 681.85, "end": 682.51, "word": " irrational", "probability": 0.7705078125}, {"start": 682.51, "end": 683.01, "word": " or", "probability": 0.95361328125}, {"start": 683.01, "end": 684.09, "word": " irrelevant,", "probability": 0.93115234375}, {"start": 684.39, "end": 684.53, "word": " but", "probability": 0.7841796875}, {"start": 684.53, "end": 685.29, "word": " because", "probability": 0.88720703125}, {"start": 685.29, "end": 686.71, "word": " the", "probability": 0.87353515625}, {"start": 686.71, "end": 687.41, "word": " success", "probability": 0.640625}, {"start": 687.41, "end": 687.87, "word": " of", "probability": 0.90283203125}, {"start": 687.87, "end": 688.61, "word": " the", "probability": 0.216064453125}, {"start": 688.61, "end": 689.59, "word": " personal", "probability": 0.6025390625}, {"start": 689.59, "end": 690.25, "word": " success", "probability": 0.7119140625}, {"start": 690.25, "end": 690.75, "word": " hangs", "probability": 0.72900390625}, {"start": 690.75, "end": 691.05, "word": " on", "probability": 0.939453125}, {"start": 691.05, "end": 691.39, "word": " the", "probability": 0.9189453125}, {"start": 691.39, "end": 692.11, "word": " success", "probability": 0.8671875}, {"start": 692.11, "end": 692.51, "word": " of", "probability": 0.96826171875}, {"start": 692.51, "end": 693.05, "word": " the", "probability": 0.89794921875}, {"start": 693.05, "end": 693.55, "word": " products", "probability": 0.52197265625}, {"start": 693.55, "end": 693.81, "word": " or", "probability": 0.94921875}, {"start": 693.81, "end": 694.27, "word": " services.", "probability": 0.94189453125}, {"start": 695.13, "end": 695.43, "word": " So", "probability": 0.94140625}, {"start": 695.43, "end": 695.83, "word": " you", "probability": 0.65283203125}, {"start": 695.83, "end": 696.57, "word": " put", "probability": 0.90869140625}, {"start": 696.57, "end": 696.77, "word": " into", "probability": 0.8349609375}, {"start": 696.77, "end": 697.29, "word": " account", "probability": 0.90625}, {"start": 697.29, "end": 697.53, "word": " the", "probability": 0.90576171875}, {"start": 697.53, "end": 697.87, "word": " subject,", "probability": 0.82080078125}, {"start": 698.33, "end": 698.49, "word": " the", "probability": 0.77099609375}, {"start": 698.49, "end": 699.59, "word": " subjective,", "probability": 0.560546875}], "temperature": 1.0}, {"id": 28, "seek": 70754, "start": 700.02, "end": 707.54, "text": " When you sell a product or service? 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And don't ask how will affect on the job, no, but take into account the current challenges, the current focuses.", "tokens": [1692, 286, 528, 281, 751, 300, 264, 4195, 6382, 1879, 322, 264, 1791, 293, 264, 1974, 2831, 813, 264, 2027, 13, 400, 500, 380, 1029, 577, 486, 3345, 322, 264, 1691, 11, 572, 11, 457, 747, 666, 2696, 264, 2190, 4759, 11, 264, 2190, 16109, 13], "avg_logprob": -0.26928191996635276, "compression_ratio": 1.4722222222222223, "no_speech_prob": 0.0, "words": [{"start": 710.96, "end": 711.28, "word": " Here", "probability": 0.3359375}, {"start": 711.28, "end": 711.46, "word": " I", "probability": 0.712890625}, {"start": 711.46, "end": 711.68, "word": " want", "probability": 0.89013671875}, {"start": 711.68, "end": 711.88, "word": " to", "probability": 0.97021484375}, {"start": 711.88, "end": 712.2, "word": " talk", "probability": 0.8505859375}, {"start": 712.2, "end": 712.86, "word": " that", "probability": 0.82373046875}, {"start": 712.86, "end": 713.96, "word": " the", 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"text": " I want to talk about aeroplane sales. I mentioned that the user buyer are the military personnel, the pilots and their commanders who would actually operate the planes because the primary interest of their", "tokens": [286, 528, 281, 751, 466, 11207, 49768, 68, 5763, 13, 286, 2835, 300, 264, 4195, 24645, 366, 264, 4632, 14988, 11, 264, 21506, 293, 641, 42932, 567, 576, 767, 9651, 264, 14952, 570, 264, 6194, 1179, 295, 641], "avg_logprob": -0.21374198488700083, "compression_ratio": 1.4820143884892085, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 742.8499999999999, "end": 744.05, "word": " I", "probability": 0.71728515625}, {"start": 744.05, "end": 744.27, "word": " want", "probability": 0.8818359375}, {"start": 744.27, "end": 744.39, "word": " to", "probability": 0.9716796875}, {"start": 744.39, "end": 744.59, "word": " talk", "probability": 0.86767578125}, {"start": 744.59, "end": 744.99, "word": " about", "probability": 0.91015625}, {"start": 744.99, "end": 746.61, "word": " aeroplane", "probability": 0.7083333333333334}, {"start": 746.61, "end": 747.29, "word": " sales.", "probability": 0.5693359375}, {"start": 748.21, "end": 748.79, "word": " I", "probability": 0.84326171875}, {"start": 748.79, "end": 749.23, "word": " mentioned", "probability": 0.81884765625}, {"start": 749.23, "end": 749.73, "word": " that", "probability": 0.93701171875}, {"start": 749.73, "end": 750.13, "word": " the", "probability": 0.755859375}, {"start": 750.13, "end": 750.45, "word": " user", "probability": 0.93359375}, {"start": 750.45, "end": 751.15, "word": " buyer", "probability": 0.76708984375}, {"start": 751.15, "end": 752.69, "word": " are", "probability": 0.88427734375}, {"start": 752.69, "end": 753.03, "word": " the", "probability": 0.91015625}, {"start": 753.03, "end": 754.05, "word": " military", "probability": 0.89697265625}, {"start": 754.05, "end": 755.07, "word": " personnel,", "probability": 0.79541015625}, {"start": 755.37, "end": 755.51, "word": " the", "probability": 0.9208984375}, {"start": 755.51, "end": 755.99, "word": " pilots", "probability": 0.9296875}, {"start": 755.99, "end": 756.65, "word": " and", "probability": 0.70458984375}, {"start": 756.65, "end": 758.37, "word": " their", "probability": 0.921875}, {"start": 758.37, "end": 759.09, "word": " commanders", "probability": 0.95556640625}, {"start": 759.09, "end": 759.91, "word": " who", "probability": 0.55126953125}, {"start": 759.91, "end": 760.59, "word": " would", "probability": 0.904296875}, {"start": 760.59, "end": 761.61, "word": " actually", "probability": 0.8818359375}, {"start": 761.61, "end": 763.71, "word": " operate", "probability": 0.888671875}, {"start": 763.71, "end": 764.33, "word": " the", "probability": 0.8720703125}, {"start": 764.33, "end": 764.71, "word": " planes", "probability": 0.8125}, {"start": 764.71, "end": 765.41, "word": " because", "probability": 0.677734375}, {"start": 765.41, "end": 765.75, "word": " the", "probability": 0.7568359375}, {"start": 765.75, "end": 766.09, "word": " primary", "probability": 0.9375}, {"start": 766.09, "end": 766.51, "word": " interest", "probability": 0.6650390625}, {"start": 766.51, "end": 766.93, "word": " of", "probability": 0.96484375}, {"start": 766.93, "end": 767.67, "word": " their", "probability": 0.93115234375}], "temperature": 1.0}, {"id": 32, "seek": 79205, "start": 768.27, "end": 792.05, "text": " of their people to do their job, we call them or we consider, must consider them as usable by them. So let's go on. So the admin deputy and the academic deputy, both of them they are possessing economic buying influence.", "tokens": [295, 641, 561, 281, 360, 641, 1691, 11, 321, 818, 552, 420, 321, 1949, 11, 1633, 1949, 552, 382, 29975, 538, 552, 13, 407, 718, 311, 352, 322, 13, 407, 264, 24236, 26692, 293, 264, 7778, 26692, 11, 1293, 295, 552, 436, 366, 17490, 278, 4836, 6382, 6503, 13], "avg_logprob": -0.2603125, "compression_ratio": 1.5454545454545454, "no_speech_prob": 0.0, "words": [{"start": 768.27, "end": 768.55, "word": " of", "probability": 0.5703125}, {"start": 768.55, "end": 768.95, "word": " their", "probability": 0.90087890625}, {"start": 768.95, "end": 769.91, "word": " people", "probability": 0.96044921875}, {"start": 769.91, "end": 770.45, "word": " to", "probability": 0.9287109375}, {"start": 770.45, "end": 770.67, "word": " do", "probability": 0.9619140625}, {"start": 770.67, "end": 771.07, "word": " their", "probability": 0.955078125}, {"start": 771.07, "end": 771.67, "word": " job,", "probability": 0.93115234375}, {"start": 772.43, "end": 772.55, "word": " we", "probability": 0.93505859375}, {"start": 772.55, "end": 773.69, "word": " call", "probability": 0.77587890625}, {"start": 773.69, "end": 773.91, "word": " them", "probability": 0.90625}, {"start": 773.91, "end": 774.11, "word": " or", "probability": 0.75390625}, {"start": 774.11, "end": 774.29, "word": " we", "probability": 0.85986328125}, {"start": 774.29, "end": 774.71, "word": " consider,", "probability": 0.77197265625}, {"start": 775.13, "end": 775.33, "word": " must", "probability": 0.71826171875}, {"start": 775.33, "end": 775.87, "word": " consider", "probability": 0.9248046875}, {"start": 775.87, "end": 776.31, "word": " them", "probability": 0.880859375}, {"start": 776.31, "end": 776.57, "word": " as", "probability": 0.9501953125}, {"start": 776.57, "end": 777.01, "word": " usable", "probability": 0.810546875}, {"start": 777.01, "end": 777.81, "word": " by", "probability": 0.2802734375}, {"start": 777.81, "end": 778.13, "word": " them.", "probability": 0.396484375}, {"start": 779.93, "end": 780.65, "word": " So", "probability": 0.286865234375}, {"start": 780.65, "end": 784.19, "word": " let's", "probability": 0.844970703125}, {"start": 784.19, "end": 784.35, "word": " go", "probability": 0.95751953125}, {"start": 784.35, "end": 784.57, "word": " on.", "probability": 0.9501953125}, {"start": 785.35, "end": 785.51, "word": " So", "probability": 0.81298828125}, {"start": 785.51, "end": 785.67, "word": " the", "probability": 0.841796875}, {"start": 785.67, "end": 785.97, "word": " admin", "probability": 0.84814453125}, {"start": 785.97, "end": 786.35, "word": " deputy", "probability": 0.53857421875}, {"start": 786.35, "end": 786.59, "word": " and", "probability": 0.88427734375}, {"start": 786.59, "end": 786.71, "word": " the", "probability": 0.60498046875}, {"start": 786.71, "end": 787.01, "word": " academic", "probability": 0.98046875}, {"start": 787.01, "end": 787.37, "word": " deputy,", "probability": 0.953125}, {"start": 787.55, "end": 787.75, "word": " both", "probability": 0.87451171875}, {"start": 787.75, "end": 787.93, "word": " of", "probability": 0.96875}, {"start": 787.93, "end": 788.09, "word": " them", "probability": 0.89453125}, {"start": 788.09, "end": 788.25, "word": " they", "probability": 0.3564453125}, {"start": 788.25, "end": 788.41, "word": " are", "probability": 0.93994140625}, {"start": 788.41, "end": 789.09, "word": " possessing", "probability": 0.89453125}, {"start": 789.09, "end": 789.93, "word": " economic", "probability": 0.83251953125}, {"start": 789.93, "end": 791.11, "word": " buying", "probability": 0.876953125}, {"start": 791.11, "end": 792.05, "word": " influence.", "probability": 0.92822265625}], "temperature": 1.0}, {"id": 33, "seek": 81569, "start": 794.61, "end": 815.69, "text": " Later on, we are going to talk about another group who are possessing user buying influence. The user buying influence, they are concerned with one thing, which is how this decision of buying is going to influence the level of the job performance.", "tokens": [11965, 322, 11, 321, 366, 516, 281, 751, 466, 1071, 1594, 567, 366, 17490, 278, 4195, 6382, 6503, 13, 440, 4195, 6382, 6503, 11, 436, 366, 5922, 365, 472, 551, 11, 597, 307, 577, 341, 3537, 295, 6382, 307, 516, 281, 6503, 264, 1496, 295, 264, 1691, 3389, 13], "avg_logprob": -0.1507812547683716, "compression_ratio": 1.631578947368421, "no_speech_prob": 0.0, "words": [{"start": 794.61, "end": 795.05, "word": " Later", "probability": 0.73291015625}, {"start": 795.05, "end": 795.43, "word": " on,", "probability": 0.9091796875}, {"start": 795.99, "end": 796.07, "word": " we", "probability": 0.94287109375}, {"start": 796.07, "end": 796.19, "word": " are", "probability": 0.7705078125}, {"start": 796.19, "end": 796.37, "word": " going", "probability": 0.9453125}, {"start": 796.37, "end": 796.53, "word": " to", "probability": 0.97021484375}, {"start": 796.53, "end": 796.71, "word": " talk", "probability": 0.8857421875}, {"start": 796.71, "end": 796.97, "word": " about", "probability": 0.904296875}, {"start": 796.97, "end": 797.25, "word": " another", "probability": 0.916015625}, {"start": 797.25, "end": 797.57, "word": " group", "probability": 0.9658203125}, {"start": 797.57, "end": 797.73, "word": " who", "probability": 0.736328125}, {"start": 797.73, "end": 797.85, "word": " are", "probability": 0.87744140625}, {"start": 797.85, "end": 798.81, "word": " possessing", "probability": 0.82373046875}, {"start": 798.81, "end": 799.41, "word": " user", "probability": 0.7802734375}, {"start": 799.41, "end": 802.33, "word": " buying", "probability": 0.70849609375}, {"start": 802.33, "end": 803.53, "word": " influence.", "probability": 0.859375}, {"start": 804.95, "end": 805.57, "word": " The", "probability": 0.796875}, {"start": 805.57, "end": 805.83, "word": " user", "probability": 0.7880859375}, {"start": 805.83, "end": 806.19, "word": " buying", "probability": 0.92333984375}, {"start": 806.19, "end": 806.67, "word": " influence,", "probability": 0.88427734375}, {"start": 806.83, "end": 806.93, "word": " they", "probability": 0.85986328125}, {"start": 806.93, "end": 807.09, "word": " are", "probability": 0.93994140625}, {"start": 807.09, "end": 807.51, "word": " concerned", "probability": 0.92578125}, {"start": 807.51, "end": 807.71, "word": " with", "probability": 0.8984375}, {"start": 807.71, "end": 807.93, "word": " one", "probability": 0.92431640625}, {"start": 807.93, "end": 808.27, "word": " thing,", "probability": 0.91650390625}, {"start": 808.57, "end": 808.75, "word": " which", "probability": 0.9453125}, {"start": 808.75, "end": 809.09, "word": " is", "probability": 0.95166015625}, {"start": 809.09, "end": 810.77, "word": " how", "probability": 0.7451171875}, {"start": 810.77, "end": 811.25, "word": " this", "probability": 0.91796875}, {"start": 811.25, "end": 811.87, "word": " decision", "probability": 0.916015625}, {"start": 811.87, "end": 812.11, "word": " of", "probability": 0.95947265625}, {"start": 812.11, "end": 812.55, "word": " buying", "probability": 0.923828125}, {"start": 812.55, "end": 812.85, "word": " is", "probability": 0.8994140625}, {"start": 812.85, "end": 813.17, "word": " going", "probability": 0.943359375}, {"start": 813.17, "end": 813.37, "word": " to", "probability": 0.96826171875}, {"start": 813.37, "end": 813.73, "word": " influence", "probability": 0.92333984375}, {"start": 813.73, "end": 814.07, "word": " the", "probability": 0.92138671875}, {"start": 814.07, "end": 814.45, "word": " level", "probability": 0.927734375}, {"start": 814.45, "end": 814.75, "word": " of", "probability": 0.9677734375}, {"start": 814.75, "end": 814.89, "word": " the", "probability": 0.67041015625}, {"start": 814.89, "end": 815.13, "word": " job", "probability": 0.97705078125}, {"start": 815.13, "end": 815.69, "word": " performance.", "probability": 0.91845703125}], "temperature": 1.0}, {"id": 34, "seek": 84254, "start": 817.1, "end": 842.54, "text": " Is it going to contribute to the job performance positively? Is it going to contribute to the job performance negatively? This is their major concern. This is their major concern. So how they are going or how the purchase or the buying decision will affect the job performance. Now, the users, how they are thinking or what are the characteristics?", "tokens": [1119, 309, 516, 281, 10586, 281, 264, 1691, 3389, 25795, 30, 1119, 309, 516, 281, 10586, 281, 264, 1691, 3389, 29519, 30, 639, 307, 641, 2563, 3136, 13, 639, 307, 641, 2563, 3136, 13, 407, 577, 436, 366, 516, 420, 577, 264, 8110, 420, 264, 6382, 3537, 486, 3345, 264, 1691, 3389, 13, 823, 11, 264, 5022, 11, 577, 436, 366, 1953, 420, 437, 366, 264, 10891, 30], "avg_logprob": -0.17787590838860776, "compression_ratio": 2.06508875739645, "no_speech_prob": 0.0, "words": [{"start": 817.1, "end": 817.4, "word": " Is", "probability": 0.50244140625}, {"start": 817.4, "end": 817.5, "word": " it", "probability": 0.88818359375}, {"start": 817.5, "end": 817.74, "word": " going", "probability": 0.90478515625}, {"start": 817.74, "end": 817.92, "word": " to", "probability": 0.97119140625}, {"start": 817.92, "end": 818.42, "word": " contribute", "probability": 0.94287109375}, {"start": 818.42, "end": 818.72, "word": " 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When we are saying implementation, it is equivalent to the word use. Because they are using the product or the service which we will buy or purchase. Also, they use or supervise the use of the product or the service as we mentioned before. 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Therefore, it isn't having any relationship with any strategic purposes. It is focusing on tactical operational perspective. This is what the focus of the user.", "tokens": [1133, 321, 366, 1566, 26323, 420, 16607, 11, 321, 366, 13761, 281, 264, 764, 597, 307, 1143, 5212, 13, 7504, 11, 309, 1943, 380, 1419, 604, 2480, 365, 604, 10924, 9932, 13, 467, 307, 8416, 322, 26323, 16607, 4585, 13, 639, 307, 437, 264, 1879, 295, 264, 4195, 13], "avg_logprob": -0.15351561933755875, "compression_ratio": 1.5776397515527951, "no_speech_prob": 0.0, "words": [{"start": 872.49, "end": 872.73, "word": " When", "probability": 0.7734375}, {"start": 872.73, "end": 872.85, "word": " we", "probability": 0.94189453125}, {"start": 872.85, "end": 872.97, "word": " are", "probability": 0.79833984375}, {"start": 872.97, "end": 873.35, "word": " saying", "probability": 0.87939453125}, {"start": 873.35, "end": 873.77, "word": " tactical", "probability": 0.8623046875}, {"start": 873.77, "end": 874.03, "word": " or", "probability": 0.93359375}, {"start": 874.03, "end": 874.43, "word": " operational,", "probability": 0.92333984375}, {"start": 874.83, "end": 875.57, "word": " we", "probability": 0.9443359375}, {"start": 875.57, "end": 875.77, "word": " are", "probability": 0.92138671875}, {"start": 875.77, "end": 876.19, "word": " referring", "probability": 0.6904296875}, {"start": 876.19, "end": 876.49, "word": " to", "probability": 0.96826171875}, {"start": 876.49, "end": 876.71, "word": " the", "probability": 0.87744140625}, {"start": 876.71, "end": 877.13, "word": " use", "probability": 0.8955078125}, {"start": 877.13, "end": 877.53, "word": " which", "probability": 0.66796875}, {"start": 877.53, "end": 877.83, "word": " is", "probability": 0.94287109375}, {"start": 877.83, "end": 878.33, "word": " used", "probability": 0.93115234375}, {"start": 878.33, "end": 879.37, "word": " daily.", "probability": 0.92431640625}, {"start": 880.25, "end": 880.95, "word": " Therefore,", "probability": 0.81396484375}, {"start": 881.51, "end": 881.61, "word": " it", "probability": 0.93798828125}, {"start": 881.61, "end": 882.21, "word": " isn't", "probability": 0.782470703125}, {"start": 882.21, "end": 883.13, "word": " having", "probability": 0.91064453125}, {"start": 883.13, "end": 883.43, "word": " any", "probability": 0.83837890625}, {"start": 883.43, "end": 883.93, "word": " relationship", "probability": 0.88818359375}, {"start": 883.93, "end": 884.23, "word": " with", "probability": 0.88232421875}, {"start": 884.23, "end": 884.47, "word": " any", "probability": 0.90283203125}, {"start": 884.47, "end": 884.85, "word": " strategic", "probability": 0.92919921875}, {"start": 884.85, "end": 885.29, "word": " purposes.", "probability": 0.828125}, {"start": 885.97, "end": 886.25, "word": " It", "probability": 0.927734375}, {"start": 886.25, "end": 886.39, "word": " is", "probability": 0.8720703125}, {"start": 886.39, "end": 886.87, "word": " focusing", "probability": 0.8720703125}, {"start": 886.87, "end": 887.43, "word": " on", "probability": 0.94140625}, {"start": 887.43, "end": 888.85, "word": " tactical", "probability": 0.74072265625}, {"start": 888.85, "end": 890.11, "word": " operational", "probability": 0.62109375}, {"start": 890.11, "end": 891.15, "word": " perspective.", "probability": 0.86083984375}, {"start": 891.89, "end": 892.65, "word": " This", "probability": 0.869140625}, {"start": 892.65, "end": 892.79, "word": " is", "probability": 0.9443359375}, {"start": 892.79, "end": 893.07, "word": " what", "probability": 0.8095703125}, {"start": 893.07, "end": 893.63, "word": " the", "probability": 0.6025390625}, {"start": 893.63, "end": 894.01, "word": " focus", "probability": 0.951171875}, {"start": 894.01, "end": 894.49, "word": " of", "probability": 0.94580078125}, {"start": 894.49, "end": 895.25, "word": " the", "probability": 0.912109375}, {"start": 895.25, "end": 895.55, "word": " user.", "probability": 0.94873046875}], "temperature": 1.0}, {"id": 37, "seek": 92547, "start": 896.49, "end": 925.47, "text": " Now, if you are going to look now and ask ourselves about the second one, which is the user buying influence. In our example, they are going to be who? Students. Excellent. The teacher and the technicians who might use this lab. So we are talking about what?", "tokens": [823, 11, 498, 291, 366, 516, 281, 574, 586, 293, 1029, 4175, 466, 264, 1150, 472, 11, 597, 307, 264, 4195, 6382, 6503, 13, 682, 527, 1365, 11, 436, 366, 516, 281, 312, 567, 30, 17244, 13, 16723, 13, 440, 5027, 293, 264, 40885, 567, 1062, 764, 341, 2715, 13, 407, 321, 366, 1417, 466, 437, 30], "avg_logprob": -0.21363147065557284, "compression_ratio": 1.4550561797752808, "no_speech_prob": 0.0, "words": [{"start": 896.49, "end": 897.17, "word": " Now,", "probability": 0.85693359375}, {"start": 897.79, "end": 898.13, "word": " if", "probability": 0.9296875}, {"start": 898.13, "end": 898.23, "word": " you", "probability": 0.77685546875}, {"start": 898.23, "end": 898.37, "word": " are", "probability": 0.8427734375}, {"start": 898.37, "end": 898.63, "word": " going", "probability": 0.93994140625}, {"start": 898.63, "end": 898.81, "word": " to", "probability": 0.966796875}, {"start": 898.81, "end": 899.01, "word": " look", "probability": 0.9609375}, {"start": 899.01, "end": 899.39, "word": " now", "probability": 0.9150390625}, {"start": 899.39, "end": 899.97, "word": " and", "probability": 0.78173828125}, {"start": 899.97, "end": 900.33, "word": " ask", "probability": 0.9267578125}, {"start": 900.33, "end": 900.81, "word": " ourselves", "probability": 0.5712890625}, {"start": 900.81, "end": 901.09, "word": " about", "probability": 0.89208984375}, {"start": 901.09, "end": 901.27, "word": " the", "probability": 0.91455078125}, {"start": 901.27, "end": 901.59, "word": " second", "probability": 0.9072265625}, {"start": 901.59, "end": 901.85, "word": " one,", "probability": 0.90234375}, {"start": 901.95, "end": 902.07, "word": " which", "probability": 0.9345703125}, {"start": 902.07, "end": 902.47, "word": " is", "probability": 0.947265625}, {"start": 902.47, "end": 903.21, "word": " the", "probability": 0.72412109375}, {"start": 903.21, "end": 903.75, "word": " user", "probability": 0.919921875}, {"start": 903.75, "end": 904.69, "word": " buying", "probability": 0.88720703125}, {"start": 904.69, "end": 905.15, "word": " influence.", "probability": 0.425048828125}, {"start": 905.59, "end": 905.95, "word": " In", "probability": 0.9228515625}, {"start": 905.95, "end": 906.19, "word": " our", "probability": 0.888671875}, {"start": 906.19, "end": 906.61, "word": " example,", "probability": 0.97314453125}, {"start": 906.75, "end": 906.83, "word": " they", "probability": 0.8466796875}, {"start": 906.83, "end": 906.95, "word": " are", "probability": 0.90869140625}, {"start": 906.95, "end": 907.11, "word": " going", "probability": 0.94677734375}, {"start": 907.11, "end": 907.25, "word": " to", "probability": 0.9716796875}, {"start": 907.25, "end": 907.41, "word": " be", "probability": 0.95751953125}, {"start": 907.41, "end": 907.67, "word": " who?", "probability": 0.80859375}, {"start": 909.21, "end": 909.89, "word": " Students.", "probability": 0.93701171875}, {"start": 912.41, "end": 912.67, "word": " Excellent.", "probability": 0.2083740234375}, {"start": 913.05, "end": 913.15, "word": " The", "probability": 0.86962890625}, {"start": 913.15, "end": 913.63, "word": " teacher", "probability": 0.92431640625}, {"start": 913.63, "end": 915.93, "word": " and", "probability": 0.6396484375}, {"start": 915.93, "end": 918.19, "word": " the", "probability": 0.724609375}, {"start": 918.19, "end": 918.69, "word": " technicians", "probability": 0.8076171875}, {"start": 918.69, "end": 919.21, "word": " who", "probability": 0.84228515625}, {"start": 919.21, "end": 919.55, "word": " might", "probability": 0.8837890625}, {"start": 919.55, "end": 920.05, "word": " use", "probability": 0.880859375}, {"start": 920.05, "end": 921.39, "word": " this", "probability": 0.8310546875}, {"start": 921.39, "end": 921.69, "word": " lab.", "probability": 0.826171875}, {"start": 923.73, "end": 924.41, "word": " So", "probability": 0.955078125}, {"start": 924.41, "end": 924.57, "word": " we", "probability": 0.7265625}, {"start": 924.57, "end": 924.69, "word": " are", "probability": 0.93017578125}, {"start": 924.69, "end": 924.97, "word": " talking", "probability": 0.8583984375}, {"start": 924.97, "end": 925.21, "word": " about", "probability": 0.90625}, {"start": 925.21, "end": 925.47, "word": " what?", "probability": 0.943359375}], "temperature": 1.0}, {"id": 38, "seek": 95017, "start": 927.09, "end": 950.17, "text": " three categories of users. And who used to possess the economic buying influence? The academic and admin deputies. Clear? Later on, this admin deputy or the academic deputy, they might ask the teacher along with the students, was the problem resolved or not?", "tokens": [1045, 10479, 295, 5022, 13, 400, 567, 1143, 281, 17490, 264, 4836, 6382, 6503, 30, 440, 7778, 293, 24236, 1367, 17899, 13, 14993, 30, 11965, 322, 11, 341, 24236, 26692, 420, 264, 7778, 26692, 11, 436, 1062, 1029, 264, 5027, 2051, 365, 264, 1731, 11, 390, 264, 1154, 20772, 420, 406, 30], "avg_logprob": -0.215359665312857, "compression_ratio": 1.48, "no_speech_prob": 0.0, "words": [{"start": 927.09, "end": 927.51, "word": " three", "probability": 0.353759765625}, {"start": 927.51, "end": 928.05, "word": " categories", "probability": 0.95654296875}, {"start": 928.05, "end": 928.85, "word": " of", "probability": 0.916015625}, {"start": 928.85, "end": 929.95, "word": " users.", "probability": 0.92578125}, {"start": 930.51, "end": 931.27, "word": " And", "probability": 0.697265625}, {"start": 931.27, "end": 931.43, "word": " who", "probability": 0.87939453125}, {"start": 931.43, "end": 931.71, "word": " used", "probability": 0.841796875}, {"start": 931.71, "end": 931.89, "word": " to", "probability": 0.9716796875}, {"start": 931.89, "end": 932.31, "word": " possess", "probability": 0.7431640625}, {"start": 932.31, "end": 932.63, "word": " the", "probability": 0.86962890625}, {"start": 932.63, "end": 933.01, "word": " economic", "probability": 0.86865234375}, {"start": 933.01, "end": 933.33, "word": " buying", "probability": 0.765625}, {"start": 933.33, "end": 933.71, "word": " influence?", "probability": 0.876953125}, {"start": 934.45, "end": 934.97, "word": " The", "probability": 0.8310546875}, {"start": 934.97, "end": 935.41, "word": " academic", "probability": 0.94287109375}, {"start": 935.41, "end": 935.77, "word": " and", "probability": 0.908203125}, {"start": 935.77, "end": 936.27, "word": " admin", "probability": 0.74755859375}, {"start": 936.27, "end": 936.69, "word": " deputies.", "probability": 0.83935546875}, {"start": 938.51, "end": 938.81, "word": " Clear?", "probability": 0.82763671875}, {"start": 939.89, "end": 940.65, "word": " Later", "probability": 0.4892578125}, {"start": 940.65, "end": 941.13, "word": " on,", "probability": 0.95166015625}, {"start": 941.93, "end": 942.21, "word": " this", "probability": 0.83447265625}, {"start": 942.21, "end": 942.57, "word": " admin", "probability": 0.90234375}, {"start": 942.57, "end": 942.91, "word": " deputy", "probability": 0.87353515625}, {"start": 942.91, "end": 943.09, "word": " or", "probability": 0.9111328125}, {"start": 943.09, "end": 943.25, "word": " the", "probability": 0.380126953125}, {"start": 943.25, "end": 943.51, "word": " academic", "probability": 0.9794921875}, {"start": 943.51, "end": 943.85, "word": " deputy,", "probability": 0.9716796875}, {"start": 943.97, "end": 944.21, "word": " they", "probability": 0.82177734375}, {"start": 944.21, "end": 944.51, "word": " might", "probability": 0.88720703125}, {"start": 944.51, "end": 944.83, "word": " ask", "probability": 0.9296875}, {"start": 944.83, "end": 945.01, "word": " the", "probability": 0.9140625}, {"start": 945.01, "end": 945.29, "word": " teacher", "probability": 0.94189453125}, {"start": 945.29, "end": 945.59, "word": " along", "probability": 0.87939453125}, {"start": 945.59, "end": 945.73, "word": " with", "probability": 0.896484375}, {"start": 945.73, "end": 945.87, "word": " the", "probability": 0.74169921875}, {"start": 945.87, "end": 946.29, "word": " students,", "probability": 0.95361328125}, {"start": 947.07, "end": 947.69, "word": " was", "probability": 0.51904296875}, {"start": 947.69, "end": 948.17, "word": " the", "probability": 0.9267578125}, {"start": 948.17, "end": 948.59, "word": " problem", "probability": 0.876953125}, {"start": 948.59, "end": 949.31, "word": " resolved", "probability": 0.84130859375}, {"start": 949.31, "end": 949.71, "word": " or", "probability": 0.96240234375}, {"start": 949.71, "end": 950.17, "word": " not?", "probability": 0.94970703125}], "temperature": 1.0}, {"id": 39, "seek": 97986, "start": 951.46, "end": 979.86, "text": " how the new UBSEs or computers, how did they contribute to the running and to the management of the course. Everything was resolved, everything was okay and so on. And the users, they are going to give them a precise answer. Why? Simply because they are deciding if the decision of buying these new computers and these new UBSEs was good or not.", "tokens": [577, 264, 777, 624, 33, 5879, 82, 420, 10807, 11, 577, 630, 436, 10586, 281, 264, 2614, 293, 281, 264, 4592, 295, 264, 1164, 13, 5471, 390, 20772, 11, 1203, 390, 1392, 293, 370, 322, 13, 400, 264, 5022, 11, 436, 366, 516, 281, 976, 552, 257, 13600, 1867, 13, 1545, 30, 19596, 570, 436, 366, 17990, 498, 264, 3537, 295, 6382, 613, 777, 10807, 293, 613, 777, 624, 33, 5879, 82, 390, 665, 420, 406, 13], "avg_logprob": -0.19491186432349375, "compression_ratio": 1.6878048780487804, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 951.46, "end": 952.04, "word": " how", "probability": 0.25732421875}, {"start": 952.04, "end": 952.42, "word": " the", "probability": 0.53759765625}, {"start": 952.42, "end": 953.22, "word": " new", "probability": 0.87255859375}, {"start": 953.22, "end": 954.12, "word": " UBSEs", "probability": 0.6416015625}, {"start": 954.12, 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Clear? Any questions or comments? Okay, let's go on with the third one, which is the technical buying influence.", "tokens": [407, 264, 5022, 366, 27479, 264, 764, 295, 264, 14546, 295, 1293, 3383, 420, 264, 14546, 295, 1293, 41900, 13, 14993, 30, 2639, 1651, 420, 3053, 30, 1033, 11, 718, 311, 352, 322, 365, 264, 2636, 472, 11, 597, 307, 264, 6191, 6382, 6503, 13], "avg_logprob": -0.29840353714383167, "compression_ratio": 1.452054794520548, "no_speech_prob": 0.0, "words": [{"start": 982.82, "end": 983.1, "word": " So", "probability": 0.5166015625}, {"start": 983.1, "end": 983.3, "word": " the", "probability": 0.52880859375}, {"start": 983.3, "end": 983.68, "word": " users", "probability": 0.92529296875}, {"start": 983.68, "end": 984.04, "word": " are", "probability": 0.92626953125}, {"start": 984.04, "end": 984.68, "word": " evaluating", "probability": 0.90966796875}, {"start": 984.68, "end": 985.0, "word": " the", "probability": 0.90380859375}, {"start": 985.0, "end": 985.48, "word": " use", "probability": 0.89208984375}, {"start": 985.48, "end": 986.38, "word": " of", "probability": 0.9619140625}, {"start": 986.38, "end": 986.52, "word": " the", "probability": 0.64306640625}, {"start": 986.52, "end": 987.08, "word": " consent", "probability": 0.27099609375}, {"start": 987.08, "end": 987.4, "word": " of", "probability": 0.66845703125}, {"start": 987.4, "end": 987.68, "word": " both", "probability": 0.76416015625}, {"start": 987.68, "end": 988.26, "word": " products", "probability": 0.461181640625}, {"start": 988.26, "end": 988.52, "word": " or", "probability": 0.80126953125}, {"start": 988.52, "end": 988.66, "word": " the", "probability": 0.408935546875}, {"start": 988.66, "end": 989.1, "word": " consent", "probability": 0.9619140625}, {"start": 989.1, "end": 989.56, "word": " of", "probability": 0.94482421875}, {"start": 989.56, "end": 989.86, "word": " both", "probability": 0.87548828125}, {"start": 989.86, "end": 990.38, "word": " selves.", "probability": 0.20947265625}, {"start": 991.84, "end": 992.38, "word": " Clear?", "probability": 0.841796875}, {"start": 993.08, "end": 993.44, "word": " Any", "probability": 0.88525390625}, {"start": 993.44, "end": 993.78, "word": " questions", "probability": 0.7080078125}, {"start": 993.78, "end": 993.94, "word": " or", "probability": 0.8876953125}, {"start": 993.94, "end": 994.22, "word": " comments?", "probability": 0.875}, {"start": 994.98, "end": 995.24, "word": " Okay,", "probability": 0.521484375}, {"start": 995.28, "end": 995.44, "word": " let's", "probability": 0.934814453125}, {"start": 995.44, "end": 995.6, "word": " go", "probability": 0.90283203125}, {"start": 995.6, "end": 995.78, "word": " on", "probability": 0.91748046875}, {"start": 995.78, "end": 995.98, "word": " with", "probability": 0.83935546875}, {"start": 995.98, "end": 996.1, "word": " the", "probability": 0.9140625}, {"start": 996.1, "end": 996.42, "word": " third", "probability": 0.9248046875}, {"start": 996.42, "end": 996.66, "word": " one,", "probability": 0.8251953125}, {"start": 996.82, "end": 996.92, "word": " which", "probability": 0.93505859375}, {"start": 996.92, "end": 997.36, "word": " is", "probability": 0.9453125}, {"start": 997.36, "end": 998.04, "word": " the", "probability": 0.75390625}, {"start": 998.04, "end": 998.38, "word": " technical", "probability": 0.87255859375}, {"start": 998.38, "end": 998.7, "word": " buying", "probability": 0.853515625}, {"start": 998.7, "end": 998.94, "word": " influence.", "probability": 0.6806640625}], "temperature": 1.0}, {"id": 41, "seek": 102643, "start": 1000.69, "end": 1026.43, "text": " Good morning. I'm Walaa Murad. I'm studying Business Administration, Faculty of Commerce, third level. Now I'm continuing to talk about the third type of buying influence, technical buying influence. When we define the technical buying influence, we can say that this rule to screening out possible the provider and suppliers who provide our product and service to the organization.", "tokens": [2205, 2446, 13, 286, 478, 9707, 4332, 9373, 345, 13, 286, 478, 7601, 10715, 17187, 11, 32689, 295, 34493, 11, 2636, 1496, 13, 823, 286, 478, 9289, 281, 751, 466, 264, 2636, 2010, 295, 6382, 6503, 11, 6191, 6382, 6503, 13, 1133, 321, 6964, 264, 6191, 6382, 6503, 11, 321, 393, 584, 300, 341, 4978, 281, 17732, 484, 1944, 264, 12398, 293, 29467, 567, 2893, 527, 1674, 293, 2643, 281, 264, 4475, 13], "avg_logprob": -0.16416808016396858, "compression_ratio": 1.6724890829694323, "no_speech_prob": 1.0132789611816406e-06, "words": [{"start": 1000.69, "end": 1001.11, "word": " Good", "probability": 0.80908203125}, {"start": 1001.11, "end": 1001.51, "word": " morning.", "probability": 0.8369140625}, {"start": 1001.69, "end": 1001.83, "word": " I'm", "probability": 0.93505859375}, {"start": 1001.83, "end": 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Gatekeeper means that this person control the access of some things. Some things is goods and product. We can", "tokens": [3950, 6191, 24645, 11, 321, 393, 584, 436, 605, 382, 257, 8539, 23083, 13, 21913, 23083, 1355, 300, 341, 954, 1969, 264, 2105, 295, 512, 721, 13, 2188, 721, 307, 10179, 293, 1674, 13, 492, 393], "avg_logprob": -0.2502111583142667, "compression_ratio": 1.3492063492063493, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 1027.08, "end": 1027.62, "word": " Those", "probability": 0.826171875}, {"start": 1027.62, "end": 1027.98, "word": " technical", "probability": 0.91015625}, {"start": 1027.98, "end": 1028.38, "word": " buyer,", "probability": 0.6201171875}, {"start": 1029.12, "end": 1029.74, "word": " we", "probability": 0.95654296875}, {"start": 1029.74, "end": 1029.96, "word": " can", "probability": 0.9482421875}, {"start": 1029.96, "end": 1030.22, "word": " say", "probability": 0.94384765625}, {"start": 1030.22, "end": 1030.56, "word": " they", "probability": 0.85546875}, {"start": 1030.56, "end": 1031.5, "word": " act", "probability": 0.90673828125}, {"start": 1031.5, "end": 1031.8, "word": " as", "probability": 0.9638671875}, {"start": 1031.8, "end": 1032.02, "word": " a", "probability": 0.6865234375}, {"start": 1032.02, "end": 1032.5, "word": " gatekeeper.", "probability": 0.88671875}, {"start": 1033.1, "end": 1033.82, "word": " Gatekeeper", "probability": 0.907470703125}, {"start": 1033.82, "end": 1034.42, "word": " means", "probability": 0.92822265625}, {"start": 1034.42, "end": 1035.12, "word": " that", "probability": 0.91455078125}, {"start": 1035.12, "end": 1035.8, "word": " this", "probability": 0.5283203125}, {"start": 1035.8, "end": 1036.92, "word": " person", "probability": 0.91015625}, {"start": 1036.92, "end": 1037.76, "word": " control", "probability": 0.673828125}, {"start": 1037.76, "end": 1038.3, "word": " the", "probability": 0.90673828125}, {"start": 1038.3, "end": 1038.74, "word": " access", "probability": 0.93115234375}, {"start": 1038.74, "end": 1039.0, "word": " of", "probability": 0.955078125}, {"start": 1039.0, "end": 1039.62, "word": " some", "probability": 0.495361328125}, {"start": 1039.62, "end": 1039.94, "word": " things.", "probability": 0.8564453125}, {"start": 1040.16, "end": 1040.52, "word": " Some", "probability": 0.6552734375}, {"start": 1040.52, "end": 1040.82, "word": " things", "probability": 0.87158203125}, {"start": 1040.82, "end": 1041.26, "word": " is", "probability": 0.884765625}, {"start": 1041.26, "end": 1041.52, "word": " goods", "probability": 0.79296875}, {"start": 1041.52, "end": 1041.92, "word": " and", "probability": 0.9423828125}, {"start": 1041.92, "end": 1042.32, "word": " product.", "probability": 0.64697265625}, {"start": 1043.3, "end": 1043.8, "word": " We", "probability": 0.94189453125}, {"start": 1043.8, "end": 1044.24, "word": " can", "probability": 0.94482421875}], "temperature": 1.0}, {"id": 43, "seek": 107155, "start": 1047.35, "end": 1071.55, "text": " these technical buyers focuses on the product and services itself. And then they make recommendation based on how its product and services will meet the variety of objective specification. 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If it is not, we can reject it without saying how, without saying why. So, the role of technical buying influence is to eliminate alternatives, eliminate alternatives, the alternatives of goods and services to recommend, make recommendation of these goods and services", "tokens": [492, 393, 747, 309, 420, 2256, 309, 13, 759, 309, 307, 406, 11, 321, 393, 8248, 309, 1553, 1566, 577, 11, 1553, 1566, 983, 13, 407, 11, 264, 3090, 295, 6191, 6382, 6503, 307, 281, 13819, 20478, 11, 13819, 20478, 11, 264, 20478, 295, 10179, 293, 3328, 281, 2748, 11, 652, 11879, 295, 613, 10179, 293, 3328], "avg_logprob": -0.1990840537794705, "compression_ratio": 1.8098159509202454, "no_speech_prob": 2.980232238769531e-07, "words": [{"start": 1072.02, "end": 1072.26, "word": " We", "probability": 0.56591796875}, {"start": 1072.26, "end": 1072.64, "word": " can", "probability": 0.9443359375}, {"start": 1072.64, "end": 1072.94, "word": " take", "probability": 0.86328125}, {"start": 1072.94, "end": 1073.14, "word": " it", "probability": 0.95654296875}, {"start": 1073.14, "end": 1073.38, "word": " or", "probability": 0.9033203125}, {"start": 1073.38, "end": 1073.66, "word": " buy", "probability": 0.91064453125}, {"start": 1073.66, "end": 1073.96, "word": " it.", "probability": 0.9560546875}, {"start": 1074.12, "end": 1074.46, "word": " If", "probability": 0.9677734375}, {"start": 1074.46, "end": 1074.58, "word": " it", "probability": 0.951171875}, {"start": 1074.58, "end": 1074.72, "word": " is", "probability": 0.8310546875}, {"start": 1074.72, "end": 1075.0, "word": " not,", "probability": 0.94873046875}, {"start": 1075.1, "end": 1075.26, "word": " we", "probability": 0.96240234375}, {"start": 1075.26, "end": 1075.56, "word": " can", "probability": 0.93701171875}, {"start": 1075.56, "end": 1075.88, "word": " reject", "probability": 0.955078125}, {"start": 1075.88, "end": 1076.1, "word": " it", "probability": 0.95361328125}, {"start": 1076.1, "end": 1076.58, "word": " without", "probability": 0.892578125}, {"start": 1076.58, "end": 1077.4, "word": " saying", "probability": 0.89892578125}, {"start": 1077.4, "end": 1077.78, "word": " how,", "probability": 0.335693359375}, {"start": 1077.9, "end": 1078.16, "word": " without", "probability": 0.8974609375}, {"start": 1078.16, "end": 1078.6, "word": " saying", "probability": 0.89306640625}, {"start": 1078.6, "end": 1078.92, "word": " why.", "probability": 0.919921875}, {"start": 1079.72, "end": 1080.18, "word": " So,", "probability": 0.83154296875}, {"start": 1080.64, "end": 1080.92, "word": " the", "probability": 0.900390625}, {"start": 1080.92, "end": 1081.12, "word": " role", "probability": 0.59375}, {"start": 1081.12, "end": 1081.3, "word": " of", "probability": 0.96923828125}, {"start": 1081.3, "end": 1081.66, "word": " technical", "probability": 0.88916015625}, {"start": 1081.66, "end": 1082.02, "word": " buying", "probability": 0.927734375}, {"start": 1082.02, "end": 1082.5, "word": " influence", "probability": 0.85546875}, {"start": 1082.5, "end": 1083.04, "word": " is", "probability": 0.9423828125}, {"start": 1083.04, "end": 1083.22, "word": " to", "probability": 0.96826171875}, {"start": 1083.22, "end": 1083.58, "word": " eliminate", "probability": 0.916015625}, {"start": 1083.58, "end": 1084.64, "word": " alternatives,", "probability": 0.88623046875}, {"start": 1085.1, "end": 1085.4, "word": " eliminate", "probability": 0.89892578125}, {"start": 1085.4, "end": 1086.12, "word": " alternatives,", "probability": 0.91259765625}, {"start": 1086.24, "end": 1086.28, "word": " the", "probability": 0.50048828125}, {"start": 1086.28, "end": 1086.66, "word": " alternatives", "probability": 0.86572265625}, {"start": 1086.66, "end": 1087.18, "word": " of", "probability": 0.96728515625}, {"start": 1087.18, "end": 1087.44, "word": " goods", "probability": 0.89404296875}, {"start": 1087.44, "end": 1087.72, "word": " and", "probability": 0.9384765625}, {"start": 1087.72, "end": 1088.22, "word": " services", "probability": 0.94677734375}, {"start": 1088.22, "end": 1089.08, "word": " to", "probability": 0.625}, {"start": 1089.08, "end": 1089.58, "word": " recommend,", "probability": 0.80322265625}, {"start": 1089.84, "end": 1090.04, "word": " make", "probability": 0.92578125}, {"start": 1090.04, "end": 1090.62, "word": " recommendation", "probability": 0.6689453125}, {"start": 1090.62, "end": 1090.96, "word": " of", "probability": 0.97119140625}, {"start": 1090.96, "end": 1091.48, "word": " these", "probability": 0.70166015625}, {"start": 1091.48, "end": 1091.76, "word": " goods", "probability": 0.8916015625}, {"start": 1091.76, "end": 1092.02, "word": " and", "probability": 0.93701171875}, {"start": 1092.02, "end": 1092.44, "word": " services", "probability": 0.939453125}], "temperature": 1.0}, {"id": 45, "seek": 111855, "start": 1092.65, "end": 1118.55, "text": " Characteristics is focuses on quantifiable items. Items of a product and services, product and goods. Aspects of a product and service. Gatekeeper, as we say, make as a gatekeeper to control the product and goods that we need. Can only say no, not yes.", "tokens": [36786, 6006, 307, 16109, 322, 4426, 30876, 4754, 13, 467, 9097, 295, 257, 1674, 293, 3328, 11, 1674, 293, 10179, 13, 1018, 1043, 82, 295, 257, 1674, 293, 2643, 13, 21913, 23083, 11, 382, 321, 584, 11, 652, 382, 257, 8539, 23083, 281, 1969, 264, 1674, 293, 10179, 300, 321, 643, 13, 1664, 787, 584, 572, 11, 406, 2086, 13], "avg_logprob": -0.23066085870148706, "compression_ratio": 1.6428571428571428, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1092.65, "end": 1094.01, "word": " Characteristics", "probability": 0.779296875}, {"start": 1094.01, "end": 1094.35, "word": " is", "probability": 0.65673828125}, {"start": 1094.35, "end": 1095.05, "word": " focuses", "probability": 0.61865234375}, {"start": 1095.05, "end": 1095.45, "word": " on", "probability": 0.92724609375}, {"start": 1095.45, "end": 1097.13, "word": " quantifiable", "probability": 0.725341796875}, {"start": 1097.13, "end": 1098.05, "word": " items.", "probability": 0.4033203125}, {"start": 1098.27, "end": 1098.83, "word": " Items", "probability": 0.791015625}, {"start": 1098.83, "end": 1099.03, "word": " of", "probability": 0.94482421875}, {"start": 1099.03, "end": 1099.15, "word": " a", "probability": 0.5439453125}, {"start": 1099.15, "end": 1099.43, "word": " product", "probability": 0.875}, {"start": 1099.43, "end": 1099.71, "word": " and", "probability": 0.9169921875}, {"start": 1099.71, "end": 1100.13, "word": " services,", "probability": 0.70849609375}, {"start": 1100.55, "end": 1101.05, "word": " product", "probability": 0.55322265625}, {"start": 1101.05, "end": 1101.41, "word": " and", "probability": 0.93798828125}, {"start": 1101.41, "end": 1101.73, "word": " goods.", "probability": 0.91357421875}, {"start": 1102.39, "end": 1103.07, "word": " Aspects", "probability": 0.9558919270833334}, {"start": 1103.07, "end": 1103.19, "word": " of", "probability": 0.9482421875}, {"start": 1103.19, "end": 1103.27, "word": " a", "probability": 0.87255859375}, {"start": 1103.27, "end": 1103.51, "word": " product", "probability": 0.9072265625}, {"start": 1103.51, "end": 1103.73, "word": " and", "probability": 0.9287109375}, {"start": 1103.73, "end": 1104.21, "word": " service.", "probability": 0.8720703125}, {"start": 1104.89, "end": 1105.37, "word": " Gatekeeper,", "probability": 0.88232421875}, {"start": 1105.73, "end": 1105.95, "word": " as", "probability": 0.9619140625}, {"start": 1105.95, "end": 1106.11, "word": " we", "probability": 0.95947265625}, {"start": 1106.11, "end": 1106.45, "word": " say,", "probability": 0.94287109375}, {"start": 1107.27, "end": 1107.57, "word": " make", "probability": 0.80419921875}, {"start": 1107.57, "end": 1107.85, "word": " as", "probability": 0.88427734375}, {"start": 1107.85, "end": 1107.95, "word": " a", "probability": 0.8935546875}, {"start": 1107.95, "end": 1108.51, "word": " gatekeeper", "probability": 0.923583984375}, {"start": 1108.51, "end": 1109.31, "word": " to", "probability": 0.8984375}, {"start": 1109.31, "end": 1109.95, "word": " control", "probability": 0.83544921875}, {"start": 1109.95, "end": 1110.23, "word": " the", "probability": 0.91455078125}, {"start": 1110.23, "end": 1110.67, "word": " product", "probability": 0.85302734375}, {"start": 1110.67, "end": 1111.05, "word": " and", "probability": 0.93212890625}, {"start": 1111.05, "end": 1111.69, "word": " goods", "probability": 0.66162109375}, {"start": 1111.69, "end": 1113.21, "word": " that", "probability": 0.63330078125}, {"start": 1113.21, "end": 1113.79, "word": " we", "probability": 0.391845703125}, {"start": 1113.79, "end": 1115.59, "word": " need.", "probability": 0.93310546875}, {"start": 1116.01, "end": 1116.33, "word": " Can", "probability": 0.9462890625}, {"start": 1116.33, "end": 1116.81, "word": " only", "probability": 0.91064453125}, {"start": 1116.81, "end": 1117.21, "word": " say", "probability": 0.9560546875}, {"start": 1117.21, "end": 1117.49, "word": " no,", "probability": 0.84619140625}, {"start": 1117.93, "end": 1118.21, "word": " not", "probability": 0.94970703125}, {"start": 1118.21, "end": 1118.55, "word": " yes.", "probability": 0.9609375}], "temperature": 1.0}, {"id": 46, "seek": 114035, "start": 1118.84, "end": 1140.36, "text": " They have authority to say no, not to say yes. They focus, as we say, in product specification, the specification and feature and characteristic of the product, and ask what, not why. Ask what the specification, what's the feature, what's the characteristic of this product, and without asking why.", "tokens": [814, 362, 8281, 281, 584, 572, 11, 406, 281, 584, 2086, 13, 814, 1879, 11, 382, 321, 584, 11, 294, 1674, 31256, 11, 264, 31256, 293, 4111, 293, 16282, 295, 264, 1674, 11, 293, 1029, 437, 11, 406, 983, 13, 12320, 437, 264, 31256, 11, 437, 311, 264, 4111, 11, 437, 311, 264, 16282, 295, 341, 1674, 11, 293, 1553, 3365, 983, 13], "avg_logprob": -0.16772461496293545, "compression_ratio": 1.9166666666666667, "no_speech_prob": 0.0, "words": [{"start": 1118.84, "end": 1119.52, "word": " They", "probability": 0.64794921875}, {"start": 1119.52, "end": 1119.86, "word": " have", "probability": 0.939453125}, {"start": 1119.86, "end": 1120.32, "word": " authority", "probability": 0.751953125}, {"start": 1120.32, "end": 1120.96, "word": " to", "probability": 0.96630859375}, {"start": 1120.96, "end": 1121.26, "word": " say", "probability": 0.93701171875}, {"start": 1121.26, "end": 1121.54, "word": " no,", "probability": 0.76025390625}, {"start": 1121.76, "end": 1122.02, "word": " not", "probability": 0.9384765625}, {"start": 1122.02, "end": 1122.2, "word": " to", "probability": 0.95068359375}, {"start": 1122.2, "end": 1122.4, "word": " say", "probability": 0.9541015625}, {"start": 1122.4, "end": 1122.76, "word": " yes.", "probability": 0.96533203125}, {"start": 1123.84, "end": 1124.24, "word": " They", "probability": 0.525390625}, {"start": 1124.24, "end": 1124.7, "word": " focus,", "probability": 0.9384765625}, {"start": 1124.84, "end": 1124.96, "word": " as", "probability": 0.9638671875}, {"start": 1124.96, "end": 1125.12, "word": " we", "probability": 0.9462890625}, {"start": 1125.12, "end": 1125.32, "word": " say,", "probability": 0.91259765625}, {"start": 1125.42, "end": 1125.5, "word": " in", "probability": 0.65625}, {"start": 1125.5, "end": 1125.8, "word": " product", "probability": 0.8681640625}, {"start": 1125.8, "end": 1126.56, "word": " specification,", "probability": 0.78076171875}, {"start": 1127.04, "end": 1127.16, "word": " the", "probability": 0.68603515625}, {"start": 1127.16, "end": 1127.56, "word": " specification", "probability": 0.90380859375}, {"start": 1127.56, "end": 1128.04, "word": " and", "probability": 0.87451171875}, {"start": 1128.04, "end": 1128.36, "word": " feature", "probability": 0.88916015625}, {"start": 1128.36, "end": 1128.6, "word": " and", "probability": 0.8486328125}, {"start": 1128.6, "end": 1129.4, "word": " characteristic", "probability": 0.765625}, {"start": 1129.4, "end": 1129.82, "word": " of", "probability": 0.96728515625}, {"start": 1129.82, "end": 1129.94, "word": " the", "probability": 0.91015625}, {"start": 1129.94, "end": 1130.34, "word": " product,", "probability": 0.90185546875}, {"start": 1130.64, "end": 1131.04, "word": " and", "probability": 0.9345703125}, {"start": 1131.04, "end": 1131.44, "word": " ask", "probability": 0.91259765625}, {"start": 1131.44, "end": 1131.82, "word": " what,", "probability": 0.8486328125}, {"start": 1131.94, "end": 1132.12, "word": " not", "probability": 0.94287109375}, {"start": 1132.12, "end": 1132.44, "word": " why.", "probability": 0.9306640625}, {"start": 1133.02, "end": 1133.4, "word": " Ask", "probability": 0.89990234375}, {"start": 1133.4, "end": 1133.7, "word": " what", "probability": 0.90185546875}, {"start": 1133.7, "end": 1133.94, "word": " the", "probability": 0.771484375}, {"start": 1133.94, "end": 1134.44, "word": " specification,", "probability": 0.91015625}, {"start": 1134.96, "end": 1135.2, "word": " what's", "probability": 0.6920166015625}, {"start": 1135.2, "end": 1135.34, "word": " the", "probability": 0.92138671875}, {"start": 1135.34, "end": 1135.68, "word": " feature,", "probability": 0.9541015625}, {"start": 1135.9, "end": 1136.16, "word": " what's", "probability": 0.898681640625}, {"start": 1136.16, "end": 1136.26, "word": " the", "probability": 0.92138671875}, {"start": 1136.26, "end": 1137.1, "word": " characteristic", "probability": 0.912109375}, {"start": 1137.1, "end": 1137.56, "word": " of", "probability": 0.96728515625}, {"start": 1137.56, "end": 1137.76, "word": " this", "probability": 0.91455078125}, {"start": 1137.76, "end": 1138.18, "word": " product,", "probability": 0.92138671875}, {"start": 1138.72, "end": 1139.0, "word": " and", "probability": 0.783203125}, {"start": 1139.0, "end": 1139.46, "word": " without", "probability": 0.884765625}, {"start": 1139.46, "end": 1140.02, "word": " asking", "probability": 0.88623046875}, {"start": 1140.02, "end": 1140.36, "word": " why.", "probability": 0.90234375}], "temperature": 1.0}, {"id": 47, "seek": 115131, "start": 1141.27, "end": 1151.31, "text": " Okay, we continue at this example. Now, the provider provides us with the computer and UPS that we need.", "tokens": [1033, 11, 321, 2354, 412, 341, 1365, 13, 823, 11, 264, 12398, 6417, 505, 365, 264, 3820, 293, 624, 6273, 300, 321, 643, 13], "avg_logprob": -0.2148437547683716, "compression_ratio": 1.141304347826087, "no_speech_prob": 0.0, "words": [{"start": 1141.27, "end": 1141.65, "word": " Okay,", "probability": 0.51953125}, {"start": 1142.09, "end": 1142.23, "word": " we", "probability": 0.9501953125}, {"start": 1142.23, "end": 1142.73, "word": " continue", "probability": 0.8525390625}, {"start": 1142.73, "end": 1143.49, "word": " at", "probability": 0.5625}, {"start": 1143.49, "end": 1143.73, "word": " this", "probability": 0.94580078125}, {"start": 1143.73, "end": 1144.23, "word": " example.", "probability": 0.97314453125}, {"start": 1145.11, "end": 1145.51, "word": " Now,", "probability": 0.884765625}, {"start": 1146.35, "end": 1146.61, "word": " the", "probability": 0.70068359375}, {"start": 1146.61, "end": 1147.13, "word": " provider", "probability": 0.9228515625}, {"start": 1147.13, "end": 1147.83, "word": " provides", "probability": 0.70068359375}, {"start": 1147.83, "end": 1148.29, "word": " us", "probability": 0.93505859375}, {"start": 1148.29, "end": 1148.73, "word": " with", "probability": 0.88671875}, {"start": 1148.73, "end": 1149.19, "word": " the", "probability": 0.85009765625}, {"start": 1149.19, "end": 1149.57, "word": " computer", "probability": 0.8671875}, {"start": 1149.57, "end": 1149.87, "word": " and", "probability": 0.94873046875}, {"start": 1149.87, "end": 1150.41, "word": " UPS", "probability": 0.872802734375}, {"start": 1150.41, "end": 1150.83, "word": " that", "probability": 0.7919921875}, {"start": 1150.83, "end": 1151.05, "word": " we", "probability": 0.96533203125}, {"start": 1151.05, "end": 1151.31, "word": " need.", "probability": 0.931640625}], "temperature": 1.0}, {"id": 48, "seek": 117684, "start": 1152.21, "end": 1176.85, "text": " Then technical buyer take this product and make some examination of this product. They examine. This product will meet the needs and the specification and the feature that we need if this product meet... Let's ask precisely. So in this example, who is going to have the real technical buying influence?", "tokens": [1396, 6191, 24645, 747, 341, 1674, 293, 652, 512, 23874, 295, 341, 1674, 13, 814, 17496, 13, 639, 1674, 486, 1677, 264, 2203, 293, 264, 31256, 293, 264, 4111, 300, 321, 643, 498, 341, 1674, 1677, 485, 961, 311, 1029, 13402, 13, 407, 294, 341, 1365, 11, 567, 307, 516, 281, 362, 264, 957, 6191, 6382, 6503, 30], "avg_logprob": -0.2676112146700843, "compression_ratio": 1.6740331491712708, "no_speech_prob": 0.0, "words": [{"start": 1152.21, "end": 1152.61, "word": " Then", "probability": 0.58349609375}, {"start": 1152.61, "end": 1153.29, "word": " technical", "probability": 0.599609375}, {"start": 1153.29, "end": 1153.71, "word": " buyer", "probability": 0.658203125}, {"start": 1153.71, "end": 1154.55, "word": " take", "probability": 0.60595703125}, {"start": 1154.55, "end": 1154.79, "word": " this", "probability": 0.7490234375}, {"start": 1154.79, "end": 1155.27, "word": " product", "probability": 0.90576171875}, {"start": 1155.27, "end": 1156.55, "word": " and", "probability": 0.88818359375}, {"start": 1156.55, "end": 1157.65, "word": " make", "probability": 0.8720703125}, {"start": 1157.65, "end": 1157.91, "word": " some", "probability": 0.876953125}, {"start": 1157.91, "end": 1158.53, "word": " examination", "probability": 0.93798828125}, {"start": 1158.53, "end": 1159.17, "word": " of", "probability": 0.9560546875}, {"start": 1159.17, "end": 1159.37, "word": " this", "probability": 0.91064453125}, {"start": 1159.37, "end": 1159.83, "word": " product.", "probability": 0.89990234375}, {"start": 1160.31, "end": 1160.41, "word": " They", "probability": 0.67578125}, {"start": 1160.41, "end": 1160.89, "word": " examine.", "probability": 0.91259765625}, {"start": 1161.59, "end": 1162.21, "word": " This", "probability": 0.80419921875}, {"start": 1162.21, "end": 1162.77, "word": " product", "probability": 0.90283203125}, {"start": 1162.77, "end": 1163.45, "word": " will", "probability": 0.87353515625}, {"start": 1163.45, "end": 1163.93, "word": " meet", "probability": 0.958984375}, {"start": 1163.93, "end": 1164.29, "word": " the", "probability": 0.90478515625}, {"start": 1164.29, "end": 1164.89, "word": " needs", "probability": 0.88427734375}, {"start": 1164.89, "end": 1165.41, "word": " and", "probability": 0.888671875}, {"start": 1165.41, "end": 1166.03, "word": " the", "probability": 0.75927734375}, {"start": 1166.03, "end": 1166.49, "word": " specification", "probability": 0.7060546875}, {"start": 1166.49, "end": 1167.19, "word": " and", "probability": 0.8759765625}, {"start": 1167.19, "end": 1167.31, "word": " the", "probability": 0.60693359375}, {"start": 1167.31, "end": 1167.59, "word": " feature", "probability": 0.52978515625}, {"start": 1167.59, "end": 1167.87, "word": " that", "probability": 0.875}, {"start": 1167.87, "end": 1168.05, "word": " we", "probability": 0.958984375}, {"start": 1168.05, "end": 1168.31, "word": " need", "probability": 0.921875}, {"start": 1168.31, "end": 1169.33, "word": " if", "probability": 0.71484375}, {"start": 1169.33, "end": 1169.61, "word": " this", "probability": 0.947265625}, {"start": 1169.61, "end": 1170.11, "word": " product", "probability": 0.90966796875}, {"start": 1170.11, "end": 1170.77, "word": " meet...", "probability": 0.29669189453125}, {"start": 1170.77, "end": 1171.39, "word": " Let's", "probability": 0.7108154296875}, {"start": 1171.39, "end": 1171.67, "word": " ask", "probability": 0.89990234375}, {"start": 1171.67, "end": 1172.27, "word": " precisely.", "probability": 0.802734375}, {"start": 1172.59, "end": 1173.19, "word": " So", "probability": 0.82666015625}, {"start": 1173.19, "end": 1173.67, "word": " in", "probability": 0.67919921875}, {"start": 1173.67, "end": 1173.89, "word": " this", "probability": 0.94970703125}, {"start": 1173.89, "end": 1174.31, "word": " example,", "probability": 0.9736328125}, {"start": 1174.43, "end": 1174.55, "word": " who", "probability": 0.91455078125}, {"start": 1174.55, "end": 1174.67, "word": " is", "probability": 0.72216796875}, {"start": 1174.67, "end": 1174.87, "word": " going", "probability": 0.947265625}, {"start": 1174.87, "end": 1175.01, "word": " to", "probability": 0.96875}, {"start": 1175.01, "end": 1175.21, "word": " have", "probability": 0.94287109375}, {"start": 1175.21, "end": 1175.41, "word": " the", "probability": 0.876953125}, {"start": 1175.41, "end": 1175.73, "word": " real", "probability": 0.9453125}, {"start": 1175.73, "end": 1176.19, "word": " technical", "probability": 0.90673828125}, {"start": 1176.19, "end": 1176.55, "word": " buying", "probability": 0.89599609375}, {"start": 1176.55, "end": 1176.85, "word": " influence?", "probability": 0.8955078125}], "temperature": 1.0}, {"id": 49, "seek": 120221, "start": 1177.55, "end": 1202.21, "text": " Exactly. Who? The teacher. The academic and the admin. Do you think so? Technicians. The technicians. Yes, because we say... Because all the time remember the technicians who might be staff members who are working in the IT in the university, they are going to have or answer all the required technical specifications.", "tokens": [7587, 13, 2102, 30, 440, 5027, 13, 440, 7778, 293, 264, 24236, 13, 1144, 291, 519, 370, 30, 8337, 8455, 13, 440, 40885, 13, 1079, 11, 570, 321, 584, 485, 1436, 439, 264, 565, 1604, 264, 40885, 567, 1062, 312, 3525, 2679, 567, 366, 1364, 294, 264, 6783, 294, 264, 5454, 11, 436, 366, 516, 281, 362, 420, 1867, 439, 264, 4739, 6191, 29448, 13], "avg_logprob": -0.304214001605005, "compression_ratio": 1.6030150753768844, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1177.55, "end": 1177.95, "word": " Exactly.", "probability": 0.52978515625}, {"start": 1178.37, "end": 1178.51, "word": " Who?", "probability": 0.60546875}, {"start": 1179.03, "end": 1179.67, "word": " The", "probability": 0.490234375}, {"start": 1179.67, "end": 1180.05, "word": " teacher.", "probability": 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This is their own knowledge. This is their own work. So they are knowing it better than anybody else. Yes. Therefore, here, if you are going to write down TPI, the people who are possessing the technical planning performance, they are going to be the IT technicians, the information technology technicians. Yes. Why? 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Yes. Is it clear? Yes. Thanks. Thanks a lot. So if we would like to continue with what Walaa had just stated, we are going to write technical buying influence. 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Somebody is going to ask, why IT technicians? Because here we are talking about a product which is called UPS or computer. 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They will say this reliability of the Japanese product might sustain, might last for about three years, but the Chinese might last for one year.", "tokens": [583, 436, 486, 584, 264, 881, 5672, 712, 293, 12924, 472, 307, 264, 5433, 11, 12924, 13, 814, 486, 584, 341, 24550, 295, 264, 5433, 1674, 1062, 6769, 11, 1062, 1036, 337, 466, 1045, 924, 11, 457, 264, 4649, 1062, 1036, 337, 472, 1064, 13], "avg_logprob": -0.19055705841468729, "compression_ratio": 1.6691176470588236, "no_speech_prob": 0.0, "words": [{"start": 1306.61, "end": 1306.85, "word": " But", "probability": 0.65966796875}, {"start": 1306.85, "end": 1306.99, "word": " they", "probability": 0.869140625}, {"start": 1306.99, "end": 1307.13, "word": " will", "probability": 0.65869140625}, {"start": 1307.13, "end": 1307.43, "word": " say", "probability": 0.94287109375}, {"start": 1307.43, "end": 1307.67, "word": " the", "probability": 0.5546875}, {"start": 1307.67, "end": 1307.93, "word": " most", "probability": 0.91357421875}, {"start": 1307.93, "end": 1308.51, "word": " dependable", "probability": 0.96484375}, {"start": 1308.51, "end": 1308.73, "word": " and", "probability": 0.9287109375}, {"start": 1308.73, "end": 1309.03, "word": " reliable", "probability": 0.84521484375}, {"start": 1309.03, "end": 1309.41, "word": " one", "probability": 0.89306640625}, {"start": 1309.41, "end": 1309.85, "word": " is", "probability": 0.9423828125}, {"start": 1309.85, "end": 1310.69, "word": " the", "probability": 0.7392578125}, {"start": 1310.69, "end": 1311.13, "word": " Japanese,", "probability": 0.75830078125}, {"start": 1311.35, "end": 1311.67, "word": " reliable.", "probability": 0.81640625}, {"start": 1313.13, "end": 1313.39, "word": " They", "probability": 0.794921875}, {"start": 1313.39, "end": 1313.61, "word": " will", "probability": 0.86181640625}, {"start": 1313.61, "end": 1313.99, "word": " say", "probability": 0.94873046875}, {"start": 1313.99, "end": 1314.47, "word": " this", "probability": 0.83154296875}, {"start": 1314.47, "end": 1314.97, "word": " reliability", "probability": 0.83642578125}, {"start": 1314.97, "end": 1315.41, "word": " of", "probability": 0.95751953125}, {"start": 1315.41, "end": 1315.55, "word": " the", "probability": 0.85009765625}, {"start": 1315.55, "end": 1315.87, "word": " Japanese", "probability": 0.78369140625}, {"start": 1315.87, "end": 1316.31, "word": " product", "probability": 0.82568359375}, {"start": 1316.31, "end": 1316.69, "word": " might", "probability": 0.876953125}, {"start": 1316.69, "end": 1317.29, "word": " sustain,", "probability": 0.93359375}, {"start": 1317.83, "end": 1318.17, "word": " might", "probability": 0.8935546875}, {"start": 1318.17, "end": 1318.65, "word": " last", "probability": 0.88623046875}, {"start": 1318.65, "end": 1319.09, "word": " for", "probability": 0.81298828125}, {"start": 1319.09, "end": 1319.45, "word": " about", "probability": 0.8935546875}, {"start": 1319.45, "end": 1319.75, "word": " three", "probability": 0.63427734375}, {"start": 1319.75, "end": 1320.15, "word": " years,", "probability": 0.92626953125}, {"start": 1321.25, "end": 1321.73, "word": " but", "probability": 0.9169921875}, {"start": 1321.73, "end": 1321.91, "word": " the", "probability": 0.89501953125}, {"start": 1321.91, "end": 1322.37, "word": " Chinese", "probability": 0.85107421875}, {"start": 1322.37, "end": 1322.69, "word": " might", "probability": 0.8828125}, {"start": 1322.69, "end": 1323.07, "word": " last", "probability": 0.8818359375}, {"start": 1323.07, "end": 1323.45, "word": " for", "probability": 0.923828125}, {"start": 1323.45, "end": 1324.03, "word": " one", "probability": 0.9111328125}, {"start": 1324.03, "end": 1324.31, "word": " year.", "probability": 0.92578125}], "temperature": 1.0}, {"id": 55, "seek": 134233, "start": 1326.41, "end": 1342.33, "text": " From the feasibility point of view, if we are going to buy a Chinese one, this means we have to replace it every single year. Imagine we are going to replace it three times throughout the three years, its total cost might be more than the price of the Japanese UPS.", "tokens": [3358, 264, 21781, 2841, 935, 295, 1910, 11, 498, 321, 366, 516, 281, 2256, 257, 4649, 472, 11, 341, 1355, 321, 362, 281, 7406, 309, 633, 2167, 1064, 13, 11739, 321, 366, 516, 281, 7406, 309, 1045, 1413, 3710, 264, 1045, 924, 11, 1080, 3217, 2063, 1062, 312, 544, 813, 264, 3218, 295, 264, 5433, 624, 6273, 13], "avg_logprob": -0.15598516848127722, "compression_ratio": 1.52, "no_speech_prob": 8.940696716308594e-07, "words": [{"start": 1326.41, "end": 1326.71, "word": " From", "probability": 0.5673828125}, {"start": 1326.71, "end": 1326.91, "word": " the", "probability": 0.60791015625}, {"start": 1326.91, "end": 1327.41, "word": " feasibility", "probability": 0.940185546875}, {"start": 1327.41, "end": 1327.71, "word": " point", "probability": 0.9638671875}, {"start": 1327.71, "end": 1327.89, "word": " of", "probability": 0.96240234375}, {"start": 1327.89, "end": 1328.11, "word": " view,", "probability": 0.89404296875}, {"start": 1328.57, "end": 1328.65, "word": " if", "probability": 0.93896484375}, {"start": 1328.65, "end": 1328.77, "word": " we", "probability": 0.74462890625}, {"start": 1328.77, "end": 1328.91, "word": " are", "probability": 0.7880859375}, {"start": 1328.91, "end": 1329.17, "word": " going", "probability": 0.9404296875}, {"start": 1329.17, "end": 1329.33, "word": " to", "probability": 0.97265625}, {"start": 1329.33, "end": 1329.67, "word": " buy", "probability": 0.912109375}, {"start": 1329.67, "end": 1330.31, "word": " a", "probability": 0.96923828125}, {"start": 1330.31, "end": 1330.77, "word": " Chinese", "probability": 0.8427734375}, {"start": 1330.77, "end": 1331.01, "word": " one,", "probability": 0.56787109375}, {"start": 1331.15, "end": 1331.27, "word": " this", "probability": 0.83544921875}, {"start": 1331.27, "end": 1331.51, "word": " means", "probability": 0.94287109375}, {"start": 1331.51, "end": 1331.67, "word": " we", "probability": 0.814453125}, {"start": 1331.67, "end": 1331.83, "word": " have", "probability": 0.87255859375}, {"start": 1331.83, "end": 1331.97, "word": " to", "probability": 0.97412109375}, {"start": 1331.97, "end": 1332.21, "word": " replace", "probability": 0.93310546875}, {"start": 1332.21, "end": 1332.39, "word": " it", "probability": 0.93017578125}, {"start": 1332.39, "end": 1332.61, "word": " every", "probability": 0.82568359375}, {"start": 1332.61, "end": 1332.89, "word": " single", "probability": 0.83984375}, {"start": 1332.89, "end": 1333.19, "word": " year.", "probability": 0.93603515625}, {"start": 1334.03, "end": 1334.47, "word": " Imagine", "probability": 0.86962890625}, {"start": 1334.47, "end": 1334.65, "word": " we", "probability": 0.36279296875}, {"start": 1334.65, "end": 1334.77, "word": " are", "probability": 0.87841796875}, {"start": 1334.77, "end": 1334.95, "word": " going", "probability": 0.9443359375}, {"start": 1334.95, "end": 1335.11, "word": " to", "probability": 0.97021484375}, {"start": 1335.11, "end": 1335.43, "word": " replace", "probability": 0.92919921875}, {"start": 1335.43, "end": 1335.59, "word": " it", "probability": 0.935546875}, {"start": 1335.59, "end": 1335.83, "word": " three", "probability": 0.83935546875}, {"start": 1335.83, "end": 1336.25, "word": " times", "probability": 0.92919921875}, {"start": 1336.25, "end": 1336.59, "word": " throughout", "probability": 0.73046875}, {"start": 1336.59, "end": 1336.81, "word": " the", "probability": 0.7861328125}, {"start": 1336.81, "end": 1336.95, "word": " three", "probability": 0.9150390625}, {"start": 1336.95, "end": 1337.29, "word": " years,", "probability": 0.9267578125}, {"start": 1337.83, "end": 1338.11, "word": " its", "probability": 0.796875}, {"start": 1338.11, "end": 1338.55, "word": " total", "probability": 0.88134765625}, {"start": 1338.55, "end": 1338.95, "word": " cost", "probability": 0.9033203125}, {"start": 1338.95, "end": 1339.25, "word": " might", "probability": 0.89013671875}, {"start": 1339.25, "end": 1339.43, "word": " be", "probability": 0.95556640625}, {"start": 1339.43, "end": 1339.71, "word": " more", "probability": 0.9287109375}, {"start": 1339.71, "end": 1340.05, "word": " than", "probability": 0.94677734375}, {"start": 1340.05, "end": 1340.73, "word": " the", "probability": 0.91943359375}, {"start": 1340.73, "end": 1341.15, "word": " price", "probability": 0.8984375}, {"start": 1341.15, "end": 1341.35, "word": " of", "probability": 0.95751953125}, {"start": 1341.35, "end": 1341.43, "word": " the", "probability": 0.7822265625}, {"start": 1341.43, "end": 1341.87, "word": " Japanese", "probability": 0.86572265625}, {"start": 1341.87, "end": 1342.33, "word": " UPS.", "probability": 0.89697265625}], "temperature": 1.0}, {"id": 56, "seek": 136542, "start": 1343.34, "end": 1365.42, "text": " Therefore, they will say, we are recommending to go on and to buy the Japanese UPS. So this is their recommendation for the people who are possessing the veto power, the people who are possessing the financial resources. In this example, they are both deputies, the academic and the admin one. Clear?", "tokens": [7504, 11, 436, 486, 584, 11, 321, 366, 30559, 281, 352, 322, 293, 281, 2256, 264, 5433, 624, 6273, 13, 407, 341, 307, 641, 11879, 337, 264, 561, 567, 366, 17490, 278, 264, 42910, 1347, 11, 264, 561, 567, 366, 17490, 278, 264, 4669, 3593, 13, 682, 341, 1365, 11, 436, 366, 1293, 1367, 17899, 11, 264, 7778, 293, 264, 24236, 472, 13, 14993, 30], "avg_logprob": -0.17187499525872144, "compression_ratio": 1.6096256684491979, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1343.3400000000001, "end": 1343.94, "word": " Therefore,", "probability": 0.7138671875}, {"start": 1344.12, "end": 1344.26, "word": " they", "probability": 0.89111328125}, {"start": 1344.26, "end": 1344.44, "word": " will", "probability": 0.830078125}, {"start": 1344.44, "end": 1344.84, "word": " say,", "probability": 0.9443359375}, {"start": 1345.22, "end": 1345.34, "word": " we", "probability": 0.30908203125}, {"start": 1345.34, "end": 1345.62, "word": " are", "probability": 0.927734375}, {"start": 1345.62, "end": 1346.18, "word": " recommending", "probability": 0.8662109375}, {"start": 1346.18, "end": 1346.94, "word": " to", "probability": 0.9189453125}, {"start": 1346.94, "end": 1347.2, "word": " go", "probability": 0.93505859375}, {"start": 1347.2, "end": 1347.4, "word": " on", "probability": 0.82958984375}, {"start": 1347.4, "end": 1347.58, "word": " and", "probability": 0.8310546875}, {"start": 1347.58, "end": 1347.72, "word": " to", "probability": 0.78125}, {"start": 1347.72, "end": 1348.04, "word": " buy", "probability": 0.9228515625}, {"start": 1348.04, "end": 1348.74, "word": " the", "probability": 0.82958984375}, {"start": 1348.74, "end": 1349.08, "word": " Japanese", "probability": 0.8515625}, {"start": 1349.08, "end": 1349.54, "word": " UPS.", "probability": 0.7841796875}, {"start": 1350.24, "end": 1350.46, "word": " So", "probability": 0.9189453125}, {"start": 1350.46, "end": 1350.72, "word": " this", "probability": 0.70263671875}, {"start": 1350.72, "end": 1350.86, "word": " is", "probability": 0.93798828125}, {"start": 1350.86, "end": 1351.06, "word": " their", "probability": 0.91943359375}, {"start": 1351.06, "end": 1351.66, "word": " recommendation", "probability": 0.82421875}, {"start": 1351.66, "end": 1352.18, "word": " for", "probability": 0.810546875}, {"start": 1352.18, "end": 1353.06, "word": " the", "probability": 0.86083984375}, {"start": 1353.06, "end": 1353.38, "word": " people", "probability": 0.96875}, {"start": 1353.38, "end": 1353.58, "word": " who", "probability": 0.90380859375}, {"start": 1353.58, "end": 1353.76, "word": " are", "probability": 0.9345703125}, {"start": 1353.76, "end": 1354.32, "word": " possessing", "probability": 0.908935546875}, {"start": 1354.32, "end": 1354.52, "word": " the", "probability": 0.90478515625}, {"start": 1354.52, "end": 1354.78, "word": " veto", "probability": 0.81396484375}, {"start": 1354.78, "end": 1355.18, "word": " power,", "probability": 0.8876953125}, {"start": 1355.56, "end": 1356.14, "word": " the", "probability": 0.8779296875}, {"start": 1356.14, "end": 1356.38, "word": " people", "probability": 0.96826171875}, {"start": 1356.38, "end": 1356.52, "word": " who", "probability": 0.91259765625}, {"start": 1356.52, "end": 1356.66, "word": " are", "probability": 0.9423828125}, {"start": 1356.66, "end": 1357.14, "word": " possessing", "probability": 0.9208984375}, {"start": 1357.14, "end": 1357.3, "word": " the", "probability": 0.8955078125}, {"start": 1357.3, "end": 1357.6, "word": " financial", "probability": 0.8720703125}, {"start": 1357.6, "end": 1358.18, "word": " resources.", "probability": 0.89013671875}, {"start": 1358.9, "end": 1359.04, "word": " In", "probability": 0.481201171875}, {"start": 1359.04, "end": 1359.22, "word": " this", "probability": 0.943359375}, {"start": 1359.22, "end": 1359.62, "word": " example,", "probability": 0.9736328125}, {"start": 1359.74, "end": 1359.88, "word": " they", "probability": 0.83740234375}, {"start": 1359.88, "end": 1360.28, "word": " are", "probability": 0.9375}, {"start": 1360.28, "end": 1361.22, "word": " both", "probability": 0.9072265625}, {"start": 1361.22, "end": 1361.7, "word": " deputies,", "probability": 0.89013671875}, {"start": 1362.24, "end": 1362.38, "word": " the", "probability": 0.87890625}, {"start": 1362.38, "end": 1362.72, "word": " academic", "probability": 0.96142578125}, {"start": 1362.72, "end": 1363.02, "word": " and", "probability": 0.931640625}, {"start": 1363.02, "end": 1363.1, "word": " the", "probability": 0.5859375}, {"start": 1363.1, "end": 1363.28, "word": " admin", "probability": 0.71875}, {"start": 1363.28, "end": 1363.48, "word": " one.", "probability": 0.80810546875}, {"start": 1364.84, "end": 1365.42, "word": " Clear?", "probability": 0.88330078125}], "temperature": 1.0}, {"id": 57, "seek": 138264, "start": 1366.5, "end": 1382.64, "text": " So they are just recommending. Because of this, they possess the answer to say no, but they cannot say yes. Because the yes or the final yes isn't for them. It is for the economic buying influence. Excellent.", "tokens": [407, 436, 366, 445, 30559, 13, 1436, 295, 341, 11, 436, 17490, 264, 1867, 281, 584, 572, 11, 457, 436, 2644, 584, 2086, 13, 1436, 264, 2086, 420, 264, 2572, 2086, 1943, 380, 337, 552, 13, 467, 307, 337, 264, 4836, 6382, 6503, 13, 16723, 13], "avg_logprob": -0.17802526088471107, "compression_ratio": 1.471830985915493, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1366.5, "end": 1366.84, "word": " So", "probability": 0.7724609375}, {"start": 1366.84, "end": 1367.12, "word": " they", "probability": 0.77880859375}, {"start": 1367.12, "end": 1367.32, "word": " are", "probability": 0.90869140625}, {"start": 1367.32, "end": 1367.66, "word": " just", "probability": 0.8896484375}, {"start": 1367.66, "end": 1368.16, "word": " recommending.", "probability": 0.8515625}, {"start": 1368.68, "end": 1369.12, "word": " Because", "probability": 0.9150390625}, {"start": 1369.12, "end": 1369.3, "word": " of", "probability": 0.970703125}, {"start": 1369.3, "end": 1369.64, "word": " this,", "probability": 0.947265625}, {"start": 1370.26, "end": 1370.5, "word": " they", "probability": 0.89306640625}, {"start": 1370.5, "end": 1371.0, "word": " possess", "probability": 0.75244140625}, {"start": 1371.0, "end": 1371.28, "word": " the", "probability": 0.9140625}, {"start": 1371.28, "end": 1371.76, "word": " answer", "probability": 0.953125}, {"start": 1371.76, "end": 1372.56, "word": " to", "probability": 0.943359375}, {"start": 1372.56, "end": 1372.88, "word": " say", "probability": 0.9453125}, {"start": 1372.88, "end": 1373.16, "word": " no,", "probability": 0.6875}, {"start": 1373.34, "end": 1373.58, "word": " but", "probability": 0.9189453125}, {"start": 1373.58, "end": 1373.76, "word": " they", "probability": 0.88330078125}, {"start": 1373.76, "end": 1374.06, "word": " cannot", "probability": 0.791015625}, {"start": 1374.06, "end": 1374.34, "word": " say", "probability": 0.9560546875}, {"start": 1374.34, "end": 1374.68, "word": " yes.", "probability": 0.951171875}, {"start": 1375.4, "end": 1375.72, "word": " Because", "probability": 0.80419921875}, {"start": 1375.72, "end": 1376.0, "word": " the", "probability": 0.89404296875}, {"start": 1376.0, "end": 1376.38, "word": " yes", "probability": 0.9296875}, {"start": 1376.38, "end": 1376.92, "word": " or", "probability": 0.8115234375}, {"start": 1376.92, "end": 1377.1, "word": " the", "probability": 0.912109375}, {"start": 1377.1, "end": 1377.44, "word": " final", "probability": 0.95263671875}, {"start": 1377.44, "end": 1377.86, "word": " yes", "probability": 0.962890625}, {"start": 1377.86, "end": 1378.7, "word": " isn't", "probability": 0.89892578125}, {"start": 1378.7, "end": 1378.88, "word": " for", "probability": 0.95263671875}, {"start": 1378.88, "end": 1379.14, "word": " them.", "probability": 0.8984375}, {"start": 1379.56, "end": 1379.66, "word": " It", "probability": 0.93701171875}, {"start": 1379.66, "end": 1379.82, "word": " is", "probability": 0.77783203125}, {"start": 1379.82, "end": 1380.18, "word": " for", "probability": 0.94384765625}, {"start": 1380.18, "end": 1380.52, "word": " the", "probability": 0.76025390625}, {"start": 1380.52, "end": 1381.38, "word": " economic", "probability": 0.83642578125}, {"start": 1381.38, "end": 1381.68, "word": " buying", "probability": 0.93505859375}, {"start": 1381.68, "end": 1382.14, "word": " influence.", "probability": 0.83349609375}, {"start": 1382.36, "end": 1382.64, "word": " Excellent.", "probability": 0.88525390625}], "temperature": 1.0}, {"id": 58, "seek": 141138, "start": 1384.04, "end": 1411.38, "text": " But sometimes they can say no. Why? If the economic buying influence, the people who are having the actual decision of buying or not buying, if they are about to take inappropriate, a bad decision of buying, they will say, hold on. They will say no. The economic buying influence is going to ask them once again, why? It will tell them because of the following reasons.", "tokens": [583, 2171, 436, 393, 584, 572, 13, 1545, 30, 759, 264, 4836, 6382, 6503, 11, 264, 561, 567, 366, 1419, 264, 3539, 3537, 295, 6382, 420, 406, 6382, 11, 498, 436, 366, 466, 281, 747, 26723, 11, 257, 1578, 3537, 295, 6382, 11, 436, 486, 584, 11, 1797, 322, 13, 814, 486, 584, 572, 13, 440, 4836, 6382, 6503, 307, 516, 281, 1029, 552, 1564, 797, 11, 983, 30, 467, 486, 980, 552, 570, 295, 264, 3480, 4112, 13], "avg_logprob": -0.17822264954447747, "compression_ratio": 1.7370892018779343, "no_speech_prob": 0.0, "words": [{"start": 1384.04, "end": 1384.28, "word": " But", "probability": 0.751953125}, {"start": 1384.28, "end": 1384.86, "word": " sometimes", "probability": 0.9033203125}, {"start": 1384.86, "end": 1385.06, "word": " they", "probability": 0.80810546875}, {"start": 1385.06, "end": 1385.28, "word": " can", "probability": 0.87939453125}, {"start": 1385.28, "end": 1385.46, "word": " say", "probability": 0.9169921875}, 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"probability": 0.8935546875}, {"start": 1410.98, "end": 1411.38, "word": " reasons.", "probability": 0.91796875}], "temperature": 1.0}, {"id": 59, "seek": 143550, "start": 1412.82, "end": 1435.5, "text": " But they do not have a final word to implement the final decision of buying. Because of this, their focus, the technician, all the time they are going to ask what? What? What? What exactly? 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The why belongs to the first group, which is economic buying opportunities. Clear? Any question or comments about this? Clear? Go on. Let's begin now talking about the final group. Who are the advocates? 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I'm studying in Faculty of Commerce, Department of Business Administration. I would talk about advocate in selling decision sales people must develop a special relationship with the advocate to influence the buying and the selling decision.", "tokens": [1222, 1315, 307, 2012, 629, 43833, 335, 2419, 13, 286, 478, 7601, 294, 32689, 295, 34493, 11, 5982, 295, 10715, 17187, 13, 286, 576, 751, 466, 14608, 294, 6511, 3537, 5763, 561, 1633, 1499, 257, 2121, 2480, 365, 264, 14608, 281, 6503, 264, 6382, 293, 264, 6511, 3537, 13], "avg_logprob": -0.2862500095367432, "compression_ratio": 1.4833333333333334, "no_speech_prob": 6.556510925292969e-07, "words": [{"start": 1459.06, "end": 1459.34, "word": " My", "probability": 0.9033203125}, {"start": 1459.34, "end": 1459.56, "word": " name", "probability": 0.85498046875}, {"start": 1459.56, "end": 1459.68, "word": " is", "probability": 0.8515625}, {"start": 1459.68, "end": 1459.9, "word": " Amna", "probability": 0.872802734375}, {"start": 1459.9, "end": 1460.26, "word": " Bouamara.", "probability": 0.3934733072916667}, {"start": 1460.38, "end": 1460.44, "word": " I'm", "probability": 0.908447265625}, {"start": 1460.44, "end": 1460.78, "word": " studying", "probability": 0.9169921875}, {"start": 1460.78, "end": 1461.08, "word": " in", "probability": 0.75732421875}, {"start": 1461.08, "end": 1461.34, "word": " Faculty", "probability": 0.393798828125}, {"start": 1461.34, "end": 1461.6, "word": " of", "probability": 0.962890625}, {"start": 1461.6, "end": 1461.98, "word": " Commerce,", "probability": 0.9013671875}, {"start": 1462.18, "end": 1462.5, "word": " Department", "probability": 0.802734375}, {"start": 1462.5, "end": 1462.9, "word": " of", "probability": 0.60888671875}, {"start": 1462.9, "end": 1463.36, "word": " Business", "probability": 0.90380859375}, {"start": 1463.36, "end": 1464.14, "word": " Administration.", "probability": 0.94921875}, {"start": 1464.9, "end": 1465.26, "word": " I", "probability": 0.99560546875}, {"start": 1465.26, "end": 1465.46, "word": " would", "probability": 0.60400390625}, {"start": 1465.46, "end": 1465.7, "word": " talk", "probability": 0.90185546875}, {"start": 1465.7, "end": 1466.06, "word": " about", "probability": 0.90771484375}, {"start": 1466.06, "end": 1466.68, "word": " advocate", "probability": 0.427734375}, {"start": 1466.68, "end": 1467.06, "word": " in", "probability": 0.57666015625}, {"start": 1467.06, "end": 1467.3, "word": " selling", "probability": 0.662109375}, {"start": 1467.3, "end": 1467.82, "word": " decision", "probability": 0.70751953125}, {"start": 1467.82, "end": 1468.26, "word": " sales", "probability": 0.744140625}, {"start": 1468.26, "end": 1468.6, "word": " people", "probability": 0.53466796875}, {"start": 1468.6, "end": 1468.94, "word": " must", "probability": 0.83935546875}, {"start": 1468.94, "end": 1469.38, "word": " develop", "probability": 0.84228515625}, {"start": 1469.38, "end": 1469.64, "word": " a", "probability": 0.978515625}, {"start": 1469.64, "end": 1469.94, "word": " special", "probability": 0.962890625}, {"start": 1469.94, "end": 1470.52, "word": " relationship", "probability": 0.91064453125}, {"start": 1470.52, "end": 1471.04, "word": " with", "probability": 0.90576171875}, {"start": 1471.04, "end": 1471.34, "word": " the", "probability": 0.74267578125}, {"start": 1471.34, "end": 1471.78, "word": " advocate", "probability": 0.783203125}, {"start": 1471.78, "end": 1472.7, "word": " to", "probability": 0.9404296875}, {"start": 1472.7, "end": 1473.6, "word": " influence", "probability": 0.93603515625}, {"start": 1473.6, "end": 1474.14, "word": " the", "probability": 0.92236328125}, {"start": 1474.14, "end": 1474.66, "word": " buying", "probability": 0.89013671875}, {"start": 1474.66, "end": 1475.0, "word": " and", "probability": 0.943359375}, {"start": 1475.0, "end": 1475.14, "word": " the", "probability": 0.7431640625}, {"start": 1475.14, "end": 1475.4, "word": " selling", "probability": 0.84912109375}, {"start": 1475.4, "end": 1475.88, "word": " decision.", "probability": 0.9326171875}], "temperature": 1.0}, {"id": 62, "seek": 150139, "start": 1476.37, "end": 1501.39, "text": " For example, when we talk about advocate, advocate in the fairness, the role of advocate helps guide the sales by providing them with the information about the organization and the people involved in the sales and in the purchasing decision. And so that their decision not compulsory to follow it, maybe take it, maybe not.", "tokens": [1171, 1365, 11, 562, 321, 751, 466, 14608, 11, 14608, 294, 264, 29765, 11, 264, 3090, 295, 14608, 3665, 5934, 264, 5763, 538, 6530, 552, 365, 264, 1589, 466, 264, 4475, 293, 264, 561, 3288, 294, 264, 5763, 293, 294, 264, 20906, 3537, 13, 400, 370, 300, 641, 3537, 406, 42773, 827, 281, 1524, 309, 11, 1310, 747, 309, 11, 1310, 406, 13], "avg_logprob": -0.19738769042305648, "compression_ratio": 1.6701030927835052, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 1476.37, "end": 1477.19, "word": " For", "probability": 0.88232421875}, {"start": 1477.19, "end": 1477.59, "word": " example,", "probability": 0.97607421875}, {"start": 1477.69, "end": 1477.79, "word": " when", "probability": 0.88916015625}, {"start": 1477.79, "end": 1477.91, "word": " we", "probability": 0.92822265625}, {"start": 1477.91, "end": 1478.11, "word": " talk", "probability": 0.8935546875}, {"start": 1478.11, 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The answer is no. So what we are going to do? For example, we might consult an advocate. This advocate might be an external or internal member. 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call or we are going to give them a visit. We will ask them, what do you think of this UPS? Is it okay? Is it reliable? Should we go and buy it or not? Now, Al-Alami or Subha Company here, in this example, they are advocates. 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In other words, they would like to be sure that your decision of buying this UPS is going to be 100% successful. In other words, we as a university, we should be satisfied after we are going to buy this product, after we are going to buy this product. Somebody is going to wonder, why this external advocate is interested in succeeding you? These are the four motives.", "tokens": [440, 7778, 2237, 307, 3102, 281, 2893, 291, 365, 2245, 13, 682, 661, 2283, 11, 436, 576, 411, 281, 312, 988, 300, 428, 3537, 295, 6382, 341, 624, 6273, 307, 516, 281, 312, 2319, 4, 4406, 13, 682, 661, 2283, 11, 321, 382, 257, 5454, 11, 321, 820, 312, 11239, 934, 321, 366, 516, 281, 2256, 341, 1674, 11, 934, 321, 366, 516, 281, 2256, 341, 1674, 13, 13463, 307, 516, 281, 2441, 11, 983, 341, 8320, 14608, 307, 3102, 294, 47912, 291, 30, 1981, 366, 264, 1451, 39812, 13], "avg_logprob": -0.1962568651843857, "compression_ratio": 1.8041666666666667, "no_speech_prob": 1.7881393432617188e-07, "words": [{"start": 1706.08, "end": 1706.34, "word": " The", "probability": 0.351806640625}, {"start": 1706.34, "end": 1706.7, "word": " academic", "probability": 0.26806640625}, {"start": 1706.7, "end": 1707.02, "word": " company", "probability": 0.6533203125}, {"start": 1707.02, "end": 1707.22, "word": " is", "probability": 0.8896484375}, {"start": 1707.22, "end": 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Anna talked about the personal one, which is personal. In other words, the person who are working in the alarming company, they might be friends with the person from the AUG who contacted them to ask about this decision of buying. 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Advocates take the professional role, wins by doing their job better, achieving their goals and helping their companies meet objectives so that they are encouraged to proceed with their chasing decision. When we talked about recognition, wins by receiving recognition from their own organization. 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That's it. Thanks. But let's give a final comment about these motives. Now we talked about the personal, let's talk about the professional. Sometimes the person who is working or whom we contacted in Al-Alami company, they have a personal professional motive behind your success. 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" because they want the students really to learn. They would like to see the Islamic universe of Gaza the best and the topmost academic institution in Palestine. So here we are talking about professional motive. 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Is it important for us as advocates? Of course it is important. Of course it is important. The final one, sometimes the verbose might be a negative. Listen here carefully. 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If my relationship with Walaa is tense, I'm going to encourage her not to buy this thing or this product or this service.", "tokens": [9707, 4332, 307, 1419, 257, 2237, 11, 7820, 259, 307, 1419, 1071, 2237, 293, 286, 669, 264, 14608, 13, 759, 452, 2480, 365, 9707, 4332, 307, 18760, 11, 286, 478, 516, 281, 5373, 720, 406, 281, 2256, 341, 551, 420, 341, 1674, 420, 341, 2643, 13], "avg_logprob": -0.191323144638792, "compression_ratio": 1.489051094890511, "no_speech_prob": 0.0, "words": [{"start": 1883.08, "end": 1883.58, "word": " Walaa", "probability": 0.50927734375}, {"start": 1883.58, "end": 1883.82, "word": " is", "probability": 0.91015625}, {"start": 1883.82, "end": 1884.1, "word": " having", "probability": 0.89892578125}, {"start": 1884.1, "end": 1884.28, "word": " a", "probability": 0.97412109375}, {"start": 1884.28, "end": 1884.62, "word": " company,", "probability": 0.90869140625}, {"start": 1885.62, "end": 1886.0, "word": " Hanin", "probability": 0.583984375}, {"start": 1886.0, "end": 1886.2, "word": " is", "probability": 0.92578125}, {"start": 1886.2, "end": 1886.48, "word": " having", "probability": 0.8759765625}, {"start": 1886.48, "end": 1886.78, "word": " another", "probability": 0.92138671875}, {"start": 1886.78, "end": 1887.22, "word": " company", "probability": 0.92236328125}, {"start": 1887.22, "end": 1887.88, "word": " and", "probability": 0.50048828125}, {"start": 1887.88, "end": 1888.08, "word": " I", "probability": 0.9833984375}, {"start": 1888.08, "end": 1888.22, "word": " am", "probability": 0.7724609375}, {"start": 1888.22, "end": 1888.38, "word": " the", "probability": 0.81494140625}, {"start": 1888.38, "end": 1888.84, "word": " advocate.", "probability": 0.82177734375}, {"start": 1890.02, "end": 1890.24, "word": " If", "probability": 0.93212890625}, {"start": 1890.24, "end": 1890.48, "word": " my", "probability": 0.97509765625}, {"start": 1890.48, "end": 1890.98, "word": " relationship", "probability": 0.888671875}, {"start": 1890.98, "end": 1891.5, "word": " with", "probability": 0.89990234375}, {"start": 1891.5, "end": 1891.94, "word": " Walaa", "probability": 0.871337890625}, {"start": 1891.94, "end": 1892.6, "word": " is", "probability": 0.91015625}, {"start": 1892.6, "end": 1893.02, "word": " tense,", "probability": 0.87548828125}, {"start": 1893.78, "end": 1894.66, "word": " I'm", "probability": 0.77734375}, {"start": 1894.66, "end": 1894.9, "word": " going", "probability": 0.95556640625}, {"start": 1894.9, "end": 1895.08, "word": " to", "probability": 0.97119140625}, {"start": 1895.08, "end": 1895.42, "word": " encourage", "probability": 0.7783203125}, {"start": 1895.42, "end": 1895.7, "word": " her", "probability": 0.9130859375}, {"start": 1895.7, "end": 1896.0, "word": " not", "probability": 0.8662109375}, {"start": 1896.0, "end": 1896.22, "word": " to", "probability": 0.96728515625}, {"start": 1896.22, "end": 1896.56, "word": " buy", "probability": 0.9169921875}, {"start": 1896.56, "end": 1897.4, "word": " this", "probability": 0.935546875}, {"start": 1897.4, "end": 1897.7, "word": " thing", "probability": 0.8330078125}, {"start": 1897.7, "end": 1897.9, "word": " or", "probability": 0.8212890625}, {"start": 1897.9, "end": 1898.12, "word": " this", "probability": 0.88427734375}, {"start": 1898.12, "end": 1898.46, "word": " product", "probability": 0.91552734375}, {"start": 1898.46, "end": 1898.66, "word": " or", "probability": 0.943359375}, {"start": 1898.66, "end": 1898.82, "word": " this", "probability": 0.85888671875}, {"start": 1898.82, "end": 1899.2, "word": " service.", "probability": 0.88818359375}], "temperature": 1.0}, {"id": 81, "seek": 191863, "start": 1900.39, "end": 1918.63, "text": " Now, if you are going to analyze the situation from above, here I am encouraging one company, the company of Haneen to go on and to buy because I have an intention to cause a loss for Walaa company. So in this scenario, we are going to talk about what?", "tokens": [823, 11, 498, 291, 366, 516, 281, 12477, 264, 2590, 490, 3673, 11, 510, 286, 669, 14580, 472, 2237, 11, 264, 2237, 295, 389, 1929, 268, 281, 352, 322, 293, 281, 2256, 570, 286, 362, 364, 7789, 281, 3082, 257, 4470, 337, 9707, 4332, 2237, 13, 407, 294, 341, 9005, 11, 321, 366, 516, 281, 751, 466, 437, 30], "avg_logprob": -0.22513020435969036, "compression_ratio": 1.4970414201183433, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1900.39, "end": 1900.81, "word": " Now,", "probability": 0.84375}, {"start": 1900.91, "end": 1901.05, "word": " if", "probability": 0.93017578125}, {"start": 1901.05, "end": 1901.15, "word": " you", "probability": 0.662109375}, {"start": 1901.15, "end": 1901.25, "word": " are", "probability": 0.744140625}, {"start": 1901.25, "end": 1901.47, "word": " going", "probability": 0.94189453125}, {"start": 1901.47, "end": 1901.63, "word": " to", "probability": 0.97509765625}, {"start": 1901.63, "end": 1901.93, "word": " analyze", "probability": 0.5078125}, {"start": 1901.93, "end": 1902.15, "word": " the", "probability": 0.892578125}, {"start": 1902.15, "end": 1902.53, "word": " situation", "probability": 0.92578125}, {"start": 1902.53, "end": 1902.79, "word": " from", "probability": 0.8876953125}, {"start": 1902.79, "end": 1903.19, "word": " above,", "probability": 0.96533203125}, {"start": 1903.83, "end": 1904.27, "word": " here", "probability": 0.7744140625}, {"start": 1904.27, "end": 1905.03, "word": " I", "probability": 0.7080078125}, {"start": 1905.03, "end": 1905.17, "word": " am", "probability": 0.8427734375}, {"start": 1905.17, "end": 1905.67, "word": " encouraging", "probability": 0.8984375}, {"start": 1905.67, "end": 1906.09, "word": " one", "probability": 0.86376953125}, {"start": 1906.09, "end": 1906.53, "word": " company,", "probability": 0.90966796875}, {"start": 1906.63, "end": 1906.71, "word": " the", "probability": 0.8466796875}, {"start": 1906.71, "end": 1907.01, "word": " company", "probability": 0.86083984375}, {"start": 1907.01, "end": 1907.17, "word": " of", "probability": 0.94384765625}, {"start": 1907.17, "end": 1907.51, "word": " Haneen", "probability": 0.6519368489583334}, {"start": 1907.51, "end": 1908.33, "word": " to", "probability": 0.55126953125}, {"start": 1908.33, "end": 1908.55, "word": " go", "probability": 0.951171875}, {"start": 1908.55, "end": 1908.75, "word": " on", "probability": 0.892578125}, {"start": 1908.75, "end": 1908.91, "word": " and", "probability": 0.8427734375}, {"start": 1908.91, "end": 1909.05, "word": " to", "probability": 0.72216796875}, {"start": 1909.05, "end": 1909.35, "word": " buy", "probability": 0.92529296875}, {"start": 1909.35, "end": 1910.29, "word": " because", "probability": 0.68798828125}, {"start": 1910.29, "end": 1910.53, "word": " I", "probability": 0.98583984375}, {"start": 1910.53, "end": 1910.77, "word": " have", "probability": 0.94775390625}, {"start": 1910.77, "end": 1910.97, "word": " an", "probability": 0.9462890625}, {"start": 1910.97, "end": 1911.37, "word": " intention", "probability": 0.93115234375}, {"start": 1911.37, "end": 1912.33, "word": " to", "probability": 0.958984375}, {"start": 1912.33, "end": 1912.67, "word": " cause", "probability": 0.7958984375}, {"start": 1912.67, "end": 1912.89, "word": " a", "probability": 0.98388671875}, {"start": 1912.89, "end": 1913.11, "word": " loss", "probability": 0.466064453125}, {"start": 1913.11, "end": 1913.63, "word": " for", "probability": 0.91650390625}, {"start": 1913.63, "end": 1914.49, "word": " Walaa", "probability": 0.5296630859375}, {"start": 1914.49, "end": 1914.99, "word": " company.", "probability": 0.509765625}, {"start": 1915.67, "end": 1915.97, "word": " So", "probability": 0.93310546875}, {"start": 1915.97, "end": 1916.11, "word": " in", "probability": 0.55419921875}, {"start": 1916.11, "end": 1916.27, "word": " this", "probability": 0.94677734375}, {"start": 1916.27, "end": 1916.73, "word": " scenario,", "probability": 0.88916015625}, {"start": 1917.19, "end": 1917.39, "word": " we", "probability": 0.94140625}, {"start": 1917.39, "end": 1917.53, "word": " are", "probability": 0.93017578125}, {"start": 1917.53, "end": 1917.75, "word": " going", "probability": 0.94140625}, {"start": 1917.75, "end": 1917.91, "word": " to", "probability": 0.96826171875}, {"start": 1917.91, "end": 1918.07, "word": " talk", "probability": 0.88525390625}, {"start": 1918.07, "end": 1918.31, "word": " about", "probability": 0.90625}, {"start": 1918.31, "end": 1918.63, "word": " what?", "probability": 0.92431640625}], "temperature": 1.0}, {"id": 82, "seek": 194985, "start": 1920.27, "end": 1949.85, "text": " We are going to talk about exactly negative motive behind the success of your company. In other words, I would like Haneen to succeed, not because of any kind of motives, but a negative motive against Wallah. That's it. Clear? Let's go on to the next. Now we are going to talk about the advocate or the ways in which advocate can help us. Who would like to talk about it? 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Now listen, let's conclude here. This is going to be the last part in our class. In the last part, we are going to ask ourselves this simple question. What are the ways in which we can benefit as a sales agency from advocates? 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But why? Because those advocates, they are understanding the market in a very close way, in a very detailed way. 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In the yard of the customer. Exactly. A third, the advocate is going to refer you to other advocates. So by this way, we are going as a sales agency, we are going to create a network of advocates. 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Revision or the verb review. Finally, this advocate is going to gain access to decision makers. This is the thing which we would like to have. Because if the advocate is going to reach to the decision maker, this means he or she is going to convince the decision maker to buy from us. 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Any question? Any comments about today's class? Next one? Okay, we will postpone it to the next time. We do not have enough time. Thank you very much. Any question? So you are going to begin with you next class. 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So Rima is going to talk about the stages in buying seller relationship. Who would like to talk about business expansion question? Okay, I will talk about it. Who would like to talk about Thomas five conflict management approaches? Okay, I will continue the class next time. See you. 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a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ilhO0SyQAqc.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ilhO0SyQAqc.srt new file mode 100644 index 0000000000000000000000000000000000000000..0079151142cfde0395598ef7e503117137e8d89f --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ilhO0SyQAqc.srt @@ -0,0 +1,1933 @@ +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 bounce 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 examples. 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 the 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, organizational 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 put their personal motives + +38 +00:02:42,490 --> 00:02:46,010 +ahead of the organizational 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, a + +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 are 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 life? 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 +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 +example 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 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 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, whether 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 +were doing so? They were doing so simply + +83 +00:06:36,330 --> 00:06:39,790 +because each chief 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 were calculated + +86 +00:06:50,550 --> 00:06:53,790 +according to the number of loans which were + +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 +executives or managers will be entitled + +92 +00:07:09,060 --> 00:07:15,160 +to. So, by this way, the manager began looking at + +93 +00:07:15,160 --> 00:07:18,500 +his or her personal motives so that his or her bucket is going + +94 +00:07:18,500 --> 00:07:22,200 +to be full with bonuses in addition to his or her 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, began + +98 +00:07:36,290 --> 00:07:39,030 +suffering from a liquidity crisis 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 +unqualified customers were not able to + +101 +00:07:47,750 --> 00:07:52,170 +pay 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, whether it is + +104 +00:08:01,590 --> 00:08:06,070 +sales or non-sales, we are talking about a 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 death of the organization. + +111 +00:08:36,400 --> 00:08:39,240 +Any questions or comments about this? Okay, 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 clear personal + +117 +00:08:59,230 --> 00:09:03,190 +and career goals and know its own values, 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 in 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 should you unlearn and when should you + +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 relearning. What about unlearning? + +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 proven or demonstrated to be a + +140 +00:10:32,250 --> 00:10:35,490 +failure and it doesn't achieve either 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. Someone 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, the 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 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 sensitivity to cultural + +177 +00:12:54,360 --> 00:12:58,420 +cues and the ability to adapt quickly to 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 can't you speak in English? + +188 +00:13:49,440 --> 00:13:54,680 +Okay. Okay. In Benghazi, Libya, last night, + +189 +00:13:55,860 --> 00:13:58,940 +many Libyan young men attacked the American + +190 +00:13:58,940 --> 00:14:05,140 +consulate 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 jumped over the walls of the American + +194 +00:14:18,790 --> 00:14:22,870 +embassy in Cairo and 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 the 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 + + +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 [presumably "produce" or similar word is missing here] 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 as 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 +were frustrated and angry. Why? Because we + +241 +00:17:39,280 --> 00:17:42,400 +are talking about the standards of living which are + +242 +00:17:42,400 --> 00:17:45,020 +escalating like 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 is not given to the citizens. So + +245 +00:17:53,060 --> 00:17:56,260 +how are the people going to live or survive? It's + +246 +00:17:56,260 --> 00:18:01,250 +a very hard hardship. 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 will customers + +249 +00:18:07,890 --> 00:18:11,950 +not have the 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 the Paris Economic Agreement between + +253 +00:18:24,270 --> 00:18:26,890 +Israel and the Palestinian 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 its + +256 +00:18:35,100 --> 00:18:35,980 +products. + +257 +00:18:42,060 --> 00:18:46,800 +This is + +258 +00:18:46,800 --> 00:18:49,100 +a continuation of 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 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 the local culture. In addition, the + +269 +00:19:25,980 --> 00:19:28,700 +management should appropriately adjust its + +270 +00:19:28,700 --> 00:19:32,500 +behavior when interacting with 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 entering our + +274 +00:19:42,380 --> 00:19:45,760 +global markets. Some 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 that + +277 +00:19:51,660 --> 00:19:54,150 +we are teaching and the reality in 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, are producing very + +281 +00:20:07,190 --> 00:20:11,670 +nice furniture, which is 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 of 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 +the field of technology, we would always 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 essential and vital for any + +293 +00:20:54,600 --> 00:20:58,000 +business. If we would like to draw a metaphor + +294 +00:20:58,000 --> 00:21:00,320 +about technology, it is 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 without blood. The same for + +297 +00:21:06,900 --> 00:21:10,640 +technology. The same thing for businesses. Technology is + +298 +00:21:10,640 --> 00:21:14,010 +something very important, and organizations, whether + +299 +00:21:14,010 --> 00:21:17,590 +they are sales or non-sales organizations, cannot survive + +300 +00:21:17,590 --> 00:21:20,850 +or work without it. Therefore, the management of + +301 +00:21:20,850 --> 00:21:25,550 +organizations should do their best to + +302 +00:21:25,550 --> 00:21:28,430 +upgrade and develop their technological capacity. They should have awareness of + +303 +00:21:28,430 --> 00:21:31,270 +the potential of technology to increase sales + +304 +00:21:31,270 --> 00:21:34,810 +force efficiency and effectiveness. Also, they + +305 +00:21:34,810 --> 00:21:38,530 +should have experience using new technology. + +306 +00:21:38,530 --> 00:21:42,300 +Also, they should have a positive attitude toward + +307 +00:21:42,300 --> 00:21:45,200 +adopting new technology. Technology is like + +308 +00:21:46,000 --> 00:21:48,720 +education; we cannot stop it. Every day we are + +309 +00:21:48,720 --> 00:21:53,060 +talking about technological innovations. Every day we are + +310 +00:21:53,060 --> 00:21:57,460 +talking about new technological tools in every + +311 +00:21:57,460 --> 00:22:01,280 +field. In every field. So what is the obligation + +312 +00:22:01,280 --> 00:22:03,800 +of management, especially sales management? + +313 +00:22:03,800 --> 00:22:08,340 +Management should strive to work hard to + +314 +00:22:08,340 --> 00:22:11,220 +implement and utilize this technology in its + +315 +00:22:12,100 --> 00:22:15,980 +work, which is selling. Let's give a realistic + +316 +00:22:15,980 --> 00:22:18,800 +example. Now, in America, we are talking about a + +317 +00:22:18,800 --> 00:22:23,540 +very famous organization. You have studied this organization; it is Walmart. + +318 +00:22:23,540 --> 00:22:29,540 +Walmart is a very wealthy, massive + +319 +00:22:29,540 --> 00:22:33,900 +American business whose major business is sales. + +320 +00:22:33,900 --> 00:22:37,160 +If you were to ask what the major items + +321 +00:22:38,940 --> 00:22:45,840 +are that they focus on in their sales, it's + +322 +00:22:45,840 --> 00:22:53,660 +almost everything: clothes, food, beverages, + +323 +00:22:54,880 --> 00:22:57,380 +furniture, electronics, etcetera. The Walmart + +324 +00:22:57,380 --> 00:22:59,480 +stores are very large. They are + +325 +00:22:59,860 --> 00:23:05,760 +almost available in every city and every state. + +326 +00:23:06,260 --> 00:23:11,860 +Nowadays, because of their wealth and + +327 +00:23:11,860 --> 00:23:16,760 +development, Walmart has begun opening new branches in + +328 +00:23:16,760 --> 00:23:20,620 +Europe and many cities in Asia. Now, Walmart, believe it or not, + +329 +00:23:22,910 --> 00:23:26,570 +if we are going to talk about how it operates and sells, let's + +330 +00:23:26,570 --> 00:23:30,410 +talk a little bit about it. Generally, Walmart + +331 +00:23:30,410 --> 00:23:35,870 +opens at 8 a.m. and closes at 9 p.m. If you wonder + +332 +00:23:35,870 --> 00:23:39,790 +how many customers enter the doors of Walmart, they are in the + +333 +00:23:39,790 --> 00:23:42,210 +thousands. And sometimes their number might + +334 +00:23:42,210 --> 00:23:47,410 +exceed 20,000 customers per day. + +335 +00:23:47,410 --> 00:23:52,290 +Imagine if Ola is a customer and she wants to + +336 +00:23:52,290 --> 00:23:56,990 +buy some items. She is a housewife, or she has a + +337 +00:23:56,990 --> 00:24:00,230 +house, or whatever. I am going to go + +338 +00:24:00,230 --> 00:24:02,830 +shopping for my family members. Do you + +339 +00:24:02,830 --> 00:24:06,830 +think she will buy one item? Of course not. + +340 +00:24:06,830 --> 00:24:10,730 +She will buy different items: food, + +341 +00:24:13,550 --> 00:24:17,930 +drinks, clothes, and so on. Simply because we are + +342 +00:24:17,930 --> 00:24:22,380 +shopping for a week or 10 days or something like that. The question is: + +343 +00:24:22,380 --> 00:24:26,120 +Look at the cashiers and how they are going to + +344 +00:24:26,120 --> 00:24:29,300 +interact and finalize the sales transaction + +345 +00:24:29,300 --> 00:24:31,820 +efficiently and effectively. + +346 +00:24:32,960 --> 00:24:35,540 +Now, if we do not have technology, + +347 +00:24:35,980 --> 00:24:38,740 +this means we cannot finalize sales + +348 +00:24:38,740 --> 00:24:41,920 +transactions quickly. This means we are going to + +349 +00:24:41,920 --> 00:24:44,400 +create problems and delays for our customers. + +350 +00:24:44,400 --> 00:24:47,400 +In the end, our customers will panic and + +351 +00:24:47,400 --> 00:24:51,620 +look for another competitor. + +352 +00:24:51,620 --> 00:24:54,480 +Why? Because you are delaying their transactions. + +353 +00:24:54,480 --> 00:24:57,440 +So imagine we are finalizing the payments for + +354 +00:25:00,980 --> 00:25:04,220 +Walmart purchases. Whenever a customer comes, they have an automated system based on + +355 +00:25:04,960 --> 00:25:07,460 +technology. For every item, the seller scans it on an + +356 +00:25:07,460 --> 00:25:10,940 +electronic device, which displays the price on + +357 +00:25:10,940 --> 00:25:13,860 +the monitor, like what we see now in Gaza malls. + +358 +00:25:14,400 --> 00:25:17,460 +So if Ola has 30 items, this means the 30 items + +359 +00:25:17,460 --> 00:25:19,240 +will be processed in seconds. Is this the end + +360 +00:25:20,220 --> 00:25:24,600 +of the story? No. In addition, the automated + +361 +00:25:26,040 --> 00:25:29,880 +system classifies sales into two categories. One column shows + +362 +00:25:29,880 --> 00:25:34,300 +Walmart's net profit, and the other shows the sales tax + +363 +00:25:34,300 --> 00:25:37,360 +to be forwarded to the government's bank account. So when the computer is shut down + +364 +00:25:37,360 --> 00:25:40,970 +at 9 p.m., each party—Walmart, or the + +365 +00:25:40,970 --> 00:25:45,650 +government—receives its money from the day's sales. + +366 +00:25:45,650 --> 00:25:48,530 +Imagine we don't have this technology and everything is manual. Do + +367 +00:25:48,530 --> 00:25:51,690 +you think we can handle thousands of sales + +368 +00:25:51,690 --> 00:25:55,770 +transactions? It's very difficult. As you remember from + +369 +00:25:55,770 --> 00:25:59,730 +business essentials, we are talking about + +370 +00:25:59,730 --> 00:26:04,690 +a massive movement of commerce. + +371 +00:26:04,690 --> 00:26:10,390 +This is the nature of business today. Any + +372 +00:26:10,390 --> 00:26:15,110 +questions or comments? Okay, let's move on. Let's + +373 +00:26:15,110 --> 00:26:18,290 +talk about implementing sales force automation. + +374 +00:26:18,290 --> 00:26:22,110 +This is the automated system, as exemplified by Walmart. Management should know + +375 +00:26:22,110 --> 00:26:25,410 +what needs to be done and the benefits possible. Adapt personal management styles and + +376 +00:26:25,410 --> 00:26:29,350 +procedures. Finally, foster sales force + +377 +00:26:30,230 --> 00:26:34,190 +acceptance and use of selling technologies. + +378 +00:26:34,190 --> 00:26:37,120 +Unfortunately, many Palestinian businesses, + +379 +00:26:37,120 --> 00:26:42,300 +when considering technological components, are hesitant. Why? + +380 +00:26:42,300 --> 00:26:44,140 +They say it's costly. But they haven't done + +381 +00:26:44,480 --> 00:26:47,520 +a cost-benefit analysis. If they did a sincere, realistic analysis, they would find + +382 +00:26:47,520 --> 00:26:55,140 +that the benefits outweigh the costs. Unfortunately, many local businesses + +383 +00:26:55,740 --> 00:26:58,660 +don't do this. Many local businesses + +384 +00:26:58,660 --> 00:27:02,150 +suffer from a shortage of technology. They are not implementing it. + +385 +00:27:02,150 --> 00:27:04,790 +Any questions or comments? Let's move on. + +386 +00:27:07,570 --> 00:27:10,250 +Let's conclude Chapter 1. This is an + +387 +00:27:10,250 --> 00:27:13,410 +organizational chart for Procter & Gamble. We won't discuss it + +388 +00:27:13,410 --> 00:27:15,750 +in detail, but you see different geographical areas: + +389 +00:27:15,750 --> 00:27:19,050 +Canada, Latin America, Asia, the Middle East, Africa, and the US. This shows that + +390 +00:27:19,050 --> 00:27:22,430 +the company sells locally and globally. The organizational chart is divided into four sections; let's look at the first three: + +391 +00:27:22,430 --> 00:27:25,170 +Director, Associate Director (meaning assistant director), and Manager. Finally, there's the accountant. + +392 +00:27:25,170 --> 00:27:27,030 +This is simply an organizational chart. Our point is: + +393 +00:27:27,590 --> 00:27:31,770 +Director, Manager, Officer – what are the differences between these 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 +than 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 good. 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 am 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 are 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 will 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 are focusing on food and 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 in 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 the 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 humanitarian. 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 the 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/ilhO0SyQAqc_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ilhO0SyQAqc_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..410890f0570e0d0bb1d53ec24b7f67a627f26900 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/ilhO0SyQAqc_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4255, "start": 21.23, "end": 42.55, "text": " Okay listen, today inshallah we are going to finalize chapter number one. Next week hopefully we will start with a new chapter, chapter number two. Now regarding the topic of today's class, we will go on with something called capacities of the sales organization. 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We will go in a more detailed way about it. Therefore, let's talk about managing and balancing personal drive. Before we are going to explain it, let's define what's the meaning of the word drive. Motive. It is a motive. Exactly. 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This is what? This is the duty or the responsibility of the management of any sales organization. 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This is a red line. We will talk about it and we are going to give example. Finally, the management should understand that the goals are achieved through success and development of the sales person. 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One of them is called personal, and the second one is called organizational. 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What is going to happen? Okay, conflict of interest, what else? For herself or himself? Okay, what else? Good, good, what else? 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Some, like Hanina and Farah, they said each one is going to look for his or her own interest. Also, there is going to be a conflict of interest and so on. Good. What else?", "tokens": [759, 264, 6598, 420, 264, 7965, 4592, 829, 264, 24730, 39812, 2286, 295, 264, 24730, 2306, 13, 2188, 11, 411, 7820, 1426, 293, 9067, 545, 11, 436, 848, 1184, 472, 307, 516, 281, 574, 337, 702, 420, 720, 1065, 1179, 13, 2743, 11, 456, 307, 516, 281, 312, 257, 6596, 295, 1179, 293, 370, 322, 13, 2205, 13, 708, 1646, 30], "avg_logprob": -0.25189012673593336, "compression_ratio": 1.5919540229885059, "no_speech_prob": 0.0, "words": [{"start": 184.24, "end": 184.8, "word": " If", "probability": 0.51220703125}, {"start": 184.8, "end": 185.36, "word": " the", "probability": 0.8505859375}, {"start": 185.36, "end": 185.76, "word": " manager", "probability": 0.916015625}, {"start": 185.76, "end": 186.06, "word": " or", "probability": 0.93359375}, {"start": 186.06, "end": 186.26, "word": " the", "probability": 0.7353515625}, {"start": 186.26, "end": 186.54, "word": " senior", "probability": 0.93798828125}, {"start": 186.54, "end": 187.08, "word": " management", "probability": 0.85546875}, {"start": 187.08, "end": 188.2, "word": " put", "probability": 0.53466796875}, {"start": 188.2, "end": 188.48, "word": " the", "probability": 0.7958984375}, {"start": 188.48, "end": 189.04, "word": " organizational", "probability": 0.82177734375}, {"start": 189.04, "end": 189.7, "word": " motives", "probability": 0.80029296875}, {"start": 189.7, "end": 190.24, "word": " ahead", "probability": 0.87109375}, {"start": 190.24, "end": 190.42, "word": " of", "probability": 0.95849609375}, {"start": 190.42, "end": 190.58, "word": " the", "probability": 0.87744140625}, {"start": 190.58, "end": 191.08, "word": " organizational", "probability": 0.94140625}, {"start": 191.08, "end": 191.66, "word": " ones.", "probability": 0.9169921875}, {"start": 192.6, "end": 193.16, "word": " Some,", "probability": 0.7548828125}, {"start": 193.42, "end": 193.62, "word": " like", "probability": 0.927734375}, {"start": 193.62, "end": 193.9, "word": " Hanina", "probability": 0.658447265625}, {"start": 193.9, "end": 194.06, "word": " and", "probability": 0.7734375}, {"start": 194.06, "end": 194.3, "word": " Farah,", "probability": 0.78662109375}, {"start": 194.42, "end": 194.52, "word": " they", "probability": 0.7646484375}, {"start": 194.52, "end": 194.88, "word": " said", "probability": 0.921875}, {"start": 194.88, "end": 195.52, "word": " each", "probability": 0.78955078125}, {"start": 195.52, "end": 195.72, "word": " one", "probability": 0.92919921875}, {"start": 195.72, "end": 195.86, "word": " is", "probability": 0.92529296875}, {"start": 195.86, "end": 196.04, "word": " going", "probability": 0.94189453125}, {"start": 196.04, "end": 196.24, "word": " to", "probability": 0.96728515625}, {"start": 196.24, "end": 196.4, "word": " look", "probability": 0.9658203125}, {"start": 196.4, "end": 196.74, "word": " for", "probability": 0.94189453125}, {"start": 196.74, "end": 197.3, "word": " his", "probability": 0.9658203125}, {"start": 197.3, "end": 197.46, "word": " or", "probability": 0.8984375}, {"start": 197.46, "end": 197.64, "word": " her", "probability": 0.9638671875}, {"start": 197.64, "end": 197.8, "word": " own", "probability": 0.8916015625}, {"start": 197.8, "end": 198.3, "word": " interest.", "probability": 0.69384765625}, {"start": 199.02, "end": 199.36, "word": " Also,", "probability": 0.904296875}, {"start": 199.46, "end": 199.6, "word": " there", "probability": 0.90234375}, {"start": 199.6, "end": 199.7, "word": " is", "probability": 0.8583984375}, {"start": 199.7, "end": 199.86, "word": " going", "probability": 0.94189453125}, {"start": 199.86, "end": 199.96, "word": " to", "probability": 0.96923828125}, {"start": 199.96, "end": 200.08, "word": " be", "probability": 0.953125}, {"start": 200.08, "end": 200.18, "word": " a", "probability": 0.98583984375}, {"start": 200.18, "end": 200.48, "word": " conflict", "probability": 0.84033203125}, {"start": 200.48, "end": 200.66, "word": " of", "probability": 0.97119140625}, {"start": 200.66, "end": 201.1, "word": " interest", "probability": 0.87060546875}, {"start": 201.1, "end": 202.2, "word": " and", "probability": 0.62060546875}, {"start": 202.2, "end": 202.4, "word": " so", "probability": 0.953125}, {"start": 202.4, "end": 202.74, "word": " on.", "probability": 0.94775390625}, {"start": 204.24, "end": 204.8, "word": " Good.", "probability": 0.261474609375}, {"start": 207.1, "end": 207.3, "word": " What", "probability": 0.88916015625}, {"start": 207.3, "end": 207.62, "word": " else?", "probability": 0.9306640625}], "temperature": 1.0}, {"id": 8, "seek": 24141, "start": 213.53, "end": 241.41, "text": " Exactly, this is the final devastating result, destructive result. Therefore, if the personal goals or motives will be given priority number one, this is going to lead to a very natural result, which is failure and collapse. This is the final result. Someone is going to say you are speaking in theory. 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Do you remember? America, France. Excellent. Go on, speak it about it. Speak in a very detailed way about it. English, yalla. 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Excellent Huda. So as your colleague Huda said, we have a very big image or case study where we can find this scenario or this bad result.", "tokens": [16723, 11, 437, 311, 720, 1315, 1767, 30, 16723, 389, 11152, 13, 407, 382, 428, 13532, 389, 11152, 848, 11, 321, 362, 257, 588, 955, 3256, 420, 1389, 2979, 689, 321, 393, 915, 341, 9005, 420, 341, 1578, 1874, 13], "avg_logprob": -0.24142529906296148, "compression_ratio": 1.3384615384615384, "no_speech_prob": 0.0, "words": [{"start": 317.33, "end": 318.01, "word": " Excellent,", "probability": 0.1680908203125}, {"start": 318.01, "end": 318.69, "word": " what's", "probability": 0.873046875}, {"start": 318.69, "end": 318.93, "word": " her", "probability": 0.69189453125}, {"start": 318.93, "end": 321.37, "word": " name", "probability": 0.9111328125}, {"start": 321.37, "end": 321.67, "word": " please?", "probability": 0.4599609375}, {"start": 322.59, "end": 323.27, "word": " Excellent", "probability": 0.87841796875}, {"start": 323.27, "end": 323.55, "word": " Huda.", "probability": 0.569580078125}, {"start": 324.89, "end": 325.19, "word": " So", "probability": 0.896484375}, {"start": 325.19, "end": 325.41, "word": " as", "probability": 0.7939453125}, {"start": 325.41, "end": 325.53, "word": " your", "probability": 0.6689453125}, {"start": 325.53, "end": 325.81, "word": " colleague", "probability": 0.87060546875}, {"start": 325.81, "end": 326.45, "word": " Huda", "probability": 0.913330078125}, {"start": 326.45, "end": 326.83, "word": " said,", "probability": 0.92724609375}, {"start": 327.75, "end": 328.09, "word": " we", "probability": 0.85693359375}, {"start": 328.09, "end": 328.47, "word": " have", "probability": 0.94970703125}, {"start": 328.47, "end": 328.69, "word": " a", "probability": 0.9931640625}, {"start": 328.69, "end": 328.99, "word": " very", "probability": 0.85498046875}, {"start": 328.99, "end": 329.63, "word": " big", "probability": 0.9111328125}, {"start": 329.63, "end": 330.15, "word": " image", "probability": 0.94140625}, {"start": 330.15, "end": 330.39, "word": " or", "probability": 0.85400390625}, {"start": 330.39, "end": 330.59, "word": " case", "probability": 0.94873046875}, {"start": 330.59, "end": 330.97, "word": " study", "probability": 0.9453125}, {"start": 330.97, "end": 331.87, "word": " where", "probability": 0.73193359375}, {"start": 331.87, "end": 332.09, "word": " we", "probability": 0.9599609375}, {"start": 332.09, "end": 332.35, "word": " can", "probability": 0.94482421875}, {"start": 332.35, "end": 332.81, "word": " find", "probability": 0.423828125}, {"start": 332.81, "end": 333.13, "word": " this", "probability": 0.93701171875}, {"start": 333.13, "end": 333.53, "word": " scenario", "probability": 0.9189453125}, {"start": 333.53, "end": 333.71, "word": " or", "probability": 0.67822265625}, {"start": 333.71, "end": 333.89, "word": " this", "probability": 0.93017578125}, {"start": 333.89, "end": 334.31, "word": " bad", "probability": 0.94482421875}, {"start": 334.31, "end": 334.69, "word": " result.", "probability": 0.95263671875}], "temperature": 1.0}, {"id": 12, "seek": 36427, "start": 335.41, "end": 364.27, "text": " I think I told you this before in the previous courses. In America, exactly in September 2008, Americans began talking about their financial crisis. In August or September 2008, this crisis began according to a very simple history. 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So those managers they were doing their own best to provide American customers either they are qualified or unqualified with thousands and thousands of loans. Somebody is going to wonder why the managers or the chief executives of banks they were doing so?", "tokens": [14084, 420, 9588, 28485, 295, 729, 10237, 436, 829, 641, 2973, 39812, 2286, 295, 264, 24730, 39812, 420, 5493, 13, 407, 729, 14084, 436, 645, 884, 641, 1065, 1151, 281, 2893, 2665, 4581, 2139, 436, 366, 15904, 420, 517, 46094, 365, 5383, 293, 5383, 295, 15443, 13, 13463, 307, 516, 281, 2441, 983, 264, 14084, 420, 264, 9588, 28485, 295, 10237, 436, 645, 884, 370, 30], "avg_logprob": -0.20965484896702552, "compression_ratio": 1.857843137254902, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 365.56, "end": 366.18, "word": " managers", "probability": 0.29443359375}, {"start": 366.18, "end": 366.64, "word": " or", "probability": 0.86767578125}, {"start": 366.64, "end": 367.08, "word": " chief", "probability": 0.7275390625}, {"start": 367.08, "end": 367.72, "word": " executives", "probability": 0.69970703125}, {"start": 367.72, "end": 368.28, "word": " of", 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Otherwise, we are going to have unbalanced relationships which might lead to the deaths of the organization. Any questions or comments about this? Ok, move on.", "tokens": [639, 1622, 820, 312, 10117, 294, 257, 588, 1850, 636, 13, 10328, 11, 321, 366, 516, 281, 362, 517, 40251, 6159, 597, 1062, 1477, 281, 264, 13027, 295, 264, 4475, 13, 2639, 1651, 420, 3053, 466, 341, 30, 3477, 11, 1286, 322, 13], "avg_logprob": -0.24023437669331377, "compression_ratio": 1.3529411764705883, "no_speech_prob": 0.0, "words": [{"start": 499.36, "end": 499.78, "word": " This", "probability": 0.483154296875}, {"start": 499.78, "end": 500.28, "word": " line", "probability": 0.9296875}, {"start": 500.28, "end": 500.64, "word": " should", "probability": 0.91650390625}, {"start": 500.64, "end": 500.88, "word": " be", "probability": 0.9462890625}, {"start": 500.88, "end": 502.76, "word": " drawn", "probability": 0.83154296875}, {"start": 502.76, "end": 503.4, "word": " in", "probability": 0.9130859375}, {"start": 503.4, "end": 503.62, "word": " a", "probability": 0.96337890625}, {"start": 503.62, "end": 503.82, "word": " very", "probability": 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Finally, the management should have the willingness to continually unlearn and relearn. We will talk about this in a very detailed way after a while. Unlearn and relearn as changing situations call for new skills and perspectives. 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When you should unlearn and when you should relearn? Haneen? You should unlearn maybe when there is a new thing that is invented and that wasn't in the past but you should learn new things and develop your skills, not develop, create new skills. This is relearn. What about the unlearn?", "tokens": [708, 311, 264, 3620, 295, 341, 30, 1133, 291, 820, 25272, 1083, 293, 562, 291, 820, 2951, 1083, 30, 389, 1929, 268, 30, 509, 820, 25272, 1083, 1310, 562, 456, 307, 257, 777, 551, 300, 307, 14479, 293, 300, 2067, 380, 294, 264, 1791, 457, 291, 820, 1466, 777, 721, 293, 1499, 428, 3942, 11, 406, 1499, 11, 1884, 777, 3942, 13, 639, 307, 2951, 1083, 13, 708, 466, 264, 25272, 1083, 30], "avg_logprob": -0.2723817466884046, "compression_ratio": 1.7597765363128492, "no_speech_prob": 0.0, "words": [{"start": 579.22, "end": 579.56, "word": " What's", "probability": 0.65771484375}, {"start": 579.56, "end": 579.66, "word": " the", "probability": 0.919921875}, {"start": 579.66, "end": 579.76, "word": " meaning", "probability": 0.91015625}, {"start": 579.76, "end": 579.92, "word": " of", "probability": 0.9716796875}, {"start": 579.92, "end": 580.18, "word": " this?", "probability": 0.9462890625}, {"start": 583.12, "end": 583.42, "word": " When", "probability": 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We should quit. Exactly. We should abandon it. We should leave it. Simply because this method is approved or demonstrated to be a failure and it doesn't achieve neither efficiency nor effectiveness.", "tokens": [316, 3170, 597, 321, 1143, 281, 360, 11, 281, 360, 264, 589, 11, 293, 1780, 322, 309, 390, 14617, 281, 312, 43495, 293, 48836, 13, 492, 820, 10366, 13, 7587, 13, 492, 820, 9072, 309, 13, 492, 820, 1856, 309, 13, 19596, 570, 341, 3170, 307, 10826, 420, 18772, 281, 312, 257, 7763, 293, 309, 1177, 380, 4584, 9662, 10493, 6051, 21208, 13], "avg_logprob": -0.17382812197320163, "compression_ratio": 1.6329787234042554, "no_speech_prob": 2.384185791015625e-07, "words": [{"start": 608.87, "end": 609.13, "word": " A", "probability": 0.396728515625}, {"start": 609.13, "end": 609.49, "word": " method", "probability": 0.93359375}, {"start": 609.49, "end": 609.79, "word": " which", "probability": 0.8662109375}, {"start": 609.79, "end": 609.99, "word": " we", "probability": 0.9267578125}, {"start": 609.99, "end": 610.27, "word": " used", "probability": 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That's it. Somebody is going to wonder, why we should do that? Simply because we are talking about education. As we said, education is an unstoppable process. It doesn't have a limit. 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And humanity, what it is going to learn in 2020, isn't known now. Therefore, management, if it would like to achieve something called self-management competency, this management should believe in education and its new methods and approaches.", "tokens": [708, 390, 2570, 294, 9657, 2067, 380, 2570, 294, 13384, 13, 400, 10243, 11, 437, 309, 307, 516, 281, 1466, 294, 4808, 11, 1943, 380, 2570, 586, 13, 7504, 11, 4592, 11, 498, 309, 576, 411, 281, 4584, 746, 1219, 2698, 12, 1601, 11129, 50097, 11, 341, 4592, 820, 1697, 294, 3309, 293, 1080, 777, 7150, 293, 11587, 13], "avg_logprob": -0.18515624379118284, "compression_ratio": 1.5265957446808511, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 663.89, "end": 664.27, "word": " What", "probability": 0.5361328125}, {"start": 664.27, "end": 664.59, "word": " was", "probability": 0.9482421875}, {"start": 664.59, "end": 664.91, "word": " known", "probability": 0.76513671875}, {"start": 664.91, "end": 665.11, "word": " in", "probability": 0.94287109375}, {"start": 665.11, "end": 665.83, "word": " 2010", "probability": 0.90673828125}, {"start": 665.83, "end": 666.23, "word": " wasn't", "probability": 0.730224609375}, {"start": 666.23, "end": 666.47, "word": " known", "probability": 0.75390625}, {"start": 666.47, "end": 666.65, "word": " in", "probability": 0.93896484375}, {"start": 666.65, "end": 667.31, "word": " 1990.", "probability": 0.83056640625}, {"start": 668.21, "end": 668.61, "word": " And", "probability": 0.865234375}, {"start": 668.61, "end": 669.25, "word": " humanity,", "probability": 0.372802734375}, {"start": 669.47, "end": 669.57, "word": " what", "probability": 0.91748046875}, {"start": 669.57, "end": 669.71, "word": " it", "probability": 0.8125}, {"start": 669.71, "end": 669.81, "word": " is", "probability": 0.77490234375}, {"start": 669.81, "end": 670.05, "word": " going", "probability": 0.94970703125}, {"start": 670.05, "end": 670.31, "word": " to", "probability": 0.97021484375}, {"start": 670.31, "end": 670.67, "word": " learn", "probability": 0.9755859375}, {"start": 670.67, "end": 670.93, "word": " in", "probability": 0.94482421875}, {"start": 670.93, "end": 671.87, "word": " 2020,", "probability": 0.95654296875}, {"start": 672.43, "end": 673.45, "word": " isn't", "probability": 0.93310546875}, {"start": 673.45, "end": 673.67, "word": " known", "probability": 0.71533203125}, {"start": 673.67, "end": 674.15, "word": " now.", "probability": 0.93310546875}, {"start": 675.33, "end": 675.85, "word": " Therefore,", "probability": 0.82421875}, {"start": 676.63, "end": 677.21, "word": " management,", "probability": 0.857421875}, {"start": 677.49, "end": 677.65, "word": " if", "probability": 0.951171875}, {"start": 677.65, "end": 677.83, "word": " it", "probability": 0.94775390625}, {"start": 677.83, "end": 677.99, "word": " would", "probability": 0.9111328125}, {"start": 677.99, "end": 678.33, "word": " like", "probability": 0.94140625}, {"start": 678.33, "end": 678.51, "word": " to", "probability": 0.97119140625}, {"start": 678.51, "end": 679.09, "word": " achieve", "probability": 0.884765625}, {"start": 679.09, "end": 679.45, "word": " something", "probability": 0.80908203125}, {"start": 679.45, "end": 679.79, "word": " called", "probability": 0.8779296875}, {"start": 679.79, "end": 680.05, "word": " self", "probability": 0.76416015625}, {"start": 680.05, "end": 680.37, "word": "-management", "probability": 0.8841145833333334}, {"start": 680.37, "end": 681.01, "word": " competency,", "probability": 0.91455078125}, {"start": 681.75, "end": 682.03, "word": " this", "probability": 0.8955078125}, {"start": 682.03, "end": 682.53, "word": " management", "probability": 0.86962890625}, {"start": 682.53, "end": 683.13, "word": " should", "probability": 0.96142578125}, {"start": 683.13, "end": 683.87, "word": " believe", "probability": 0.8837890625}, {"start": 683.87, "end": 684.09, "word": " in", "probability": 0.943359375}, {"start": 684.09, "end": 684.61, "word": " education", "probability": 0.951171875}, {"start": 684.61, "end": 685.11, "word": " and", "probability": 0.92822265625}, {"start": 685.11, "end": 685.57, "word": " its", "probability": 0.84814453125}, {"start": 685.57, "end": 686.63, "word": " new", "probability": 0.90087890625}, {"start": 686.63, "end": 687.05, "word": " methods", "probability": 0.89697265625}, {"start": 687.05, "end": 687.33, "word": " and", "probability": 0.94140625}, {"start": 687.33, "end": 687.71, "word": " approaches.", "probability": 0.76806640625}], "temperature": 1.0}, {"id": 25, "seek": 71658, "start": 689.14, "end": 716.58, "text": " and we will continue learning, relearning and unlearning. This is the nature of life. If the management of the organization is going to say this is a very exhausting process, we cannot do that, that's fine. But within a 10-year term, this organization might find itself out of the market or out of the competition. Simply why?", "tokens": [293, 321, 486, 2354, 2539, 11, 2951, 2341, 293, 25272, 2341, 13, 639, 307, 264, 3687, 295, 993, 13, 759, 264, 4592, 295, 264, 4475, 307, 516, 281, 584, 341, 307, 257, 588, 34076, 1399, 11, 321, 2644, 360, 300, 11, 300, 311, 2489, 13, 583, 1951, 257, 1266, 12, 5294, 1433, 11, 341, 4475, 1062, 915, 2564, 484, 295, 264, 2142, 420, 484, 295, 264, 6211, 13, 19596, 983, 30], "avg_logprob": -0.1539713591337204, "compression_ratio": 1.587378640776699, "no_speech_prob": 0.0, "words": [{"start": 689.14, "end": 689.44, "word": " and", "probability": 0.55322265625}, {"start": 689.44, "end": 689.58, "word": " we", "probability": 0.88623046875}, {"start": 689.58, "end": 689.76, "word": " will", "probability": 0.85107421875}, {"start": 689.76, "end": 690.32, "word": " continue", "probability": 0.88623046875}, {"start": 690.32, "end": 691.28, "word": " learning,", "probability": 0.9287109375}, {"start": 691.96, "end": 692.62, "word": " relearning", "probability": 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Any questions or comments about this? Move on. Let's talk about cultural knowledge and sensitivity. 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Both of them happened last night and they have consequences still today. One example from Egypt, another example from Libya, and later on we are going to give you examples which happened and are continually happening in Gaza. Also, management should recognize the impact of global events.", "tokens": [823, 321, 366, 516, 281, 976, 291, 732, 5110, 13, 6767, 295, 552, 2011, 1036, 1818, 293, 436, 362, 10098, 920, 965, 13, 1485, 1365, 490, 9582, 11, 1071, 1365, 490, 36452, 11, 293, 1780, 322, 321, 366, 516, 281, 976, 291, 5110, 597, 2011, 293, 366, 22277, 2737, 294, 37800, 13, 2743, 11, 4592, 820, 5521, 264, 2712, 295, 4338, 3931, 13], "avg_logprob": -0.2143554724752903, "compression_ratio": 1.6274509803921569, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 745.32, "end": 745.8, "word": " Now", "probability": 0.697265625}, {"start": 745.8, "end": 746.1, "word": " we", "probability": 0.57666015625}, {"start": 746.1, "end": 746.24, "word": " are", "probability": 0.81884765625}, {"start": 746.24, "end": 746.44, "word": " going", "probability": 0.94091796875}, {"start": 746.44, "end": 746.58, "word": " to", "probability": 0.97021484375}, {"start": 746.58, "end": 746.78, "word": " give", "probability": 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In new situations, exactly. Also, the management should travel regularly and a basic business vocabulary and language is relevant to the position. Let's stop there.", "tokens": [322, 264, 2142, 293, 264, 4475, 11, 293, 611, 264, 4592, 820, 362, 257, 19392, 281, 6988, 32192, 293, 3485, 281, 6231, 2661, 294, 7613, 6851, 13, 682, 777, 6851, 11, 2293, 13, 2743, 11, 264, 4592, 820, 3147, 11672, 293, 257, 3875, 1606, 19864, 293, 2856, 307, 7340, 281, 264, 2535, 13, 961, 311, 1590, 456, 13], "avg_logprob": -0.24761652138273596, "compression_ratio": 1.6391752577319587, "no_speech_prob": 0.0, "words": [{"start": 768.28, "end": 768.62, "word": " on", "probability": 0.5498046875}, {"start": 768.62, "end": 768.82, "word": " the", "probability": 0.90380859375}, {"start": 768.82, "end": 769.22, "word": " market", "probability": 0.90185546875}, {"start": 769.22, "end": 769.7, "word": " and", "probability": 0.921875}, {"start": 769.7, "end": 769.84, "word": " the", "probability": 0.73779296875}, {"start": 769.84, "end": 770.48, "word": " organization,", "probability": 0.79150390625}, {"start": 771.2, "end": 771.34, "word": " and", "probability": 0.91064453125}, {"start": 771.34, "end": 771.66, "word": " also", "probability": 0.85693359375}, {"start": 771.66, "end": 771.88, "word": " the", "probability": 0.77294921875}, {"start": 771.88, "end": 772.14, "word": " management", "probability": 0.9326171875}, {"start": 772.14, "end": 772.42, "word": " should", "probability": 0.96240234375}, {"start": 772.42, "end": 772.62, "word": " have", "probability": 0.94921875}, {"start": 772.62, "end": 772.76, "word": " a", "probability": 0.740234375}, {"start": 772.76, "end": 773.24, "word": " sensitivity", "probability": 0.9501953125}, {"start": 773.24, "end": 773.94, "word": " to", "probability": 0.921875}, {"start": 773.94, "end": 774.36, "word": " cultural", "probability": 0.8525390625}, {"start": 774.36, "end": 774.82, "word": " cues", "probability": 0.96044921875}, {"start": 774.82, "end": 775.06, "word": " and", "probability": 0.8359375}, {"start": 775.06, "end": 775.42, "word": " ability", "probability": 0.7197265625}, {"start": 775.42, "end": 775.58, "word": " to", "probability": 0.96826171875}, {"start": 775.58, "end": 776.12, "word": " adapt", "probability": 0.9130859375}, {"start": 776.12, "end": 777.2, "word": " quickly", "probability": 0.88720703125}, {"start": 777.2, "end": 778.12, "word": " in", "probability": 0.9169921875}, {"start": 778.12, "end": 778.42, "word": " novel", "probability": 0.8564453125}, {"start": 778.42, "end": 779.04, "word": " situations.", "probability": 0.7919921875}, {"start": 780.74, "end": 780.74, "word": " In", "probability": 0.13330078125}, {"start": 780.74, "end": 780.96, "word": " new", "probability": 0.6494140625}, {"start": 780.96, "end": 781.56, "word": " situations,", "probability": 0.79345703125}, {"start": 782.16, "end": 782.6, "word": " exactly.", "probability": 0.89892578125}, {"start": 783.96, "end": 784.5, "word": " Also,", "probability": 0.91455078125}, {"start": 785.36, "end": 785.48, "word": " the", "probability": 0.88916015625}, {"start": 785.48, "end": 785.8, "word": " management", "probability": 0.9072265625}, {"start": 785.8, "end": 786.04, "word": " should", "probability": 0.96533203125}, {"start": 786.04, "end": 786.32, "word": " travel", "probability": 0.58349609375}, {"start": 786.32, "end": 786.82, "word": " regularly", "probability": 0.89501953125}, {"start": 786.82, "end": 787.08, "word": " and", "probability": 0.83935546875}, {"start": 787.08, "end": 787.26, "word": " a", "probability": 0.50439453125}, {"start": 787.26, "end": 787.58, "word": " basic", "probability": 0.9658203125}, {"start": 787.58, "end": 788.48, "word": " business", "probability": 0.90478515625}, {"start": 788.48, "end": 789.04, "word": " vocabulary", "probability": 0.75146484375}, {"start": 789.04, "end": 789.3, "word": " and", "probability": 0.79345703125}, {"start": 789.3, "end": 789.6, "word": " language", "probability": 0.7109375}, {"start": 789.6, "end": 789.74, "word": " is", "probability": 0.89453125}, {"start": 789.74, "end": 789.98, "word": " relevant", "probability": 0.85546875}, {"start": 789.98, "end": 790.22, "word": " to", "probability": 0.9599609375}, {"start": 790.22, "end": 790.3, "word": " the", "probability": 0.787109375}, {"start": 790.3, "end": 790.6, "word": " position.", "probability": 0.8251953125}, {"start": 791.18, "end": 791.46, "word": " Let's", "probability": 0.718994140625}, {"start": 791.46, "end": 791.7, "word": " stop", "probability": 0.8984375}, {"start": 791.7, "end": 791.88, "word": " there.", "probability": 0.71240234375}], "temperature": 1.0}, {"id": 29, "seek": 82071, "start": 794.37, "end": 820.71, "text": " Now, what happened last night in Benghazi, in Libya? Or in Cairo? Go on. English, English. What happened? Somebody? Raise your voice please, raise your voice.", "tokens": [823, 11, 437, 2011, 1036, 1818, 294, 29425, 71, 26637, 11, 294, 36452, 30, 1610, 294, 30983, 340, 30, 1037, 322, 13, 3669, 11, 3669, 13, 708, 2011, 30, 13463, 30, 30062, 428, 3177, 1767, 11, 5300, 428, 3177, 13], "avg_logprob": -0.22046493320930294, "compression_ratio": 1.3140495867768596, "no_speech_prob": 0.0, "words": [{"start": 794.37, "end": 794.87, "word": " Now,", "probability": 0.84814453125}, {"start": 795.05, "end": 795.29, "word": " what", "probability": 0.923828125}, {"start": 795.29, "end": 795.73, "word": " happened", "probability": 0.833984375}, {"start": 795.73, "end": 796.53, "word": " last", "probability": 0.841796875}, {"start": 796.53, "end": 797.05, "word": " night", "probability": 0.86376953125}, {"start": 797.05, "end": 797.27, "word": " in", "probability": 0.92333984375}, {"start": 797.27, "end": 797.73, "word": " Benghazi,", "probability": 0.8264973958333334}, {"start": 797.85, "end": 797.93, "word": " in", "probability": 0.8447265625}, {"start": 797.93, "end": 798.23, "word": " Libya?", "probability": 0.88037109375}, {"start": 799.85, "end": 799.99, "word": " Or", "probability": 0.81689453125}, {"start": 799.99, "end": 800.19, "word": " in", "probability": 0.80517578125}, {"start": 800.19, "end": 800.55, "word": " Cairo?", "probability": 0.986083984375}, {"start": 800.79, "end": 800.93, "word": " Go", "probability": 0.77587890625}, {"start": 800.93, "end": 801.13, "word": " on.", "probability": 0.9404296875}, {"start": 801.79, "end": 802.35, "word": " English,", "probability": 0.931640625}, {"start": 802.45, "end": 802.73, "word": " English.", "probability": 0.9677734375}, {"start": 812.53, "end": 813.09, "word": " What", "probability": 0.83251953125}, {"start": 813.09, "end": 813.51, "word": " happened?", "probability": 0.8330078125}, {"start": 816.41, "end": 816.97, "word": " Somebody?", "probability": 0.84130859375}, {"start": 818.65, "end": 819.21, "word": " Raise", "probability": 0.82958984375}, {"start": 819.21, "end": 819.31, "word": " your", "probability": 0.888671875}, {"start": 819.31, "end": 819.59, "word": " voice", "probability": 0.93408203125}, {"start": 819.59, "end": 819.91, "word": " please,", "probability": 0.5146484375}, {"start": 820.09, "end": 820.31, "word": " raise", "probability": 0.9091796875}, {"start": 820.31, "end": 820.43, "word": " your", "probability": 0.88037109375}, {"start": 820.43, "end": 820.71, "word": " voice.", "probability": 0.9375}], "temperature": 1.0}, {"id": 30, "seek": 85154, "start": 824.14, "end": 851.54, "text": " English. Why you cannot speak in English? Okay. Okay. In Benghazi and Libya, last night, many Libyan young men, they attacked the American consulates in Benghazi. 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If we are going to ask ourselves, why this happened? Exactly. Because American embassy was broadcasting a movie about our Prophet, peace be upon him. 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The same thing now in Gaza. In Gaza, each year, our Palestinian farmers are replanting and growing strawberries, especially in areas like Beit Hanoun. 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In this case, the farmer is going to do what? The farmer is going to have one thing, which is to sell locally. But is this a solution? 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It will be full. And what are the consequences? Prices of the sobriety will get down. Because here we are talking about supply which is more than the demand. And later on, the farmer will lose. Why? 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Therefore, are we talking about conditions which might be divided or classified to be political, social, economic and so on, which can influence our ability to sell? Of course. Let's give a third or fourth example. What happened in the West Bank two days ago or three days ago? 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Of course. But why customers will not have a capacity to buy? 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This is a continuation for what we have just talked about. 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Globally. This is the only solution by which we are going to continue selling and continue gaining profit. Therefore, all management should adopt appropriate sales force architecture for global accounts. 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But we are not exaggerating. Okay? Any questions or comments about this? Okay. Now, let's go to another competency, which is technology. 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Third, they should have an attitude toward adopting new technology. Technology, it looks like education. We cannot stop it. Every day we are talking about technological innovations. Every day we are talking about technological tools in every field. In every field. So what is the obligation now of the management?", "tokens": [2743, 11, 436, 820, 362, 1752, 294, 1228, 777, 2899, 13, 12548, 11, 436, 820, 362, 364, 10157, 7361, 32328, 777, 2899, 13, 15037, 11, 309, 1542, 411, 3309, 13, 492, 2644, 1590, 309, 13, 2048, 786, 321, 366, 1417, 466, 18439, 24283, 13, 2048, 786, 321, 366, 1417, 466, 18439, 3873, 294, 633, 2519, 13, 682, 633, 2519, 13, 407, 437, 307, 264, 20326, 586, 295, 264, 4592, 30], "avg_logprob": -0.22887323314035443, "compression_ratio": 1.855721393034826, "no_speech_prob": 0.0, "words": [{"start": 1301.7, "end": 1302.12, "word": " Also,", "probability": 0.486572265625}, {"start": 1302.26, "end": 1302.3, "word": " they", "probability": 0.8740234375}, {"start": 1302.3, "end": 1302.48, "word": " should", "probability": 0.94970703125}, {"start": 1302.48, "end": 1302.66, "word": " have", "probability": 0.9423828125}, {"start": 1302.66, "end": 1303.3, "word": " experience", "probability": 0.8857421875}, {"start": 1303.3, "end": 1303.96, 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The management should strive, should work hard to implement and to utilize this technology in its own work, which is selling. Let's give a realistic example. Now, in America, we are talking about a very famous organization. This organization, you studied it, it is Walmart.", "tokens": [2318, 498, 309, 307, 5763, 13, 440, 4592, 820, 23829, 11, 820, 589, 1152, 281, 4445, 293, 281, 16117, 341, 2899, 294, 1080, 1065, 589, 11, 597, 307, 6511, 13, 961, 311, 976, 257, 12465, 1365, 13, 823, 11, 294, 3374, 11, 321, 366, 1417, 466, 257, 588, 4618, 4475, 13, 639, 4475, 11, 291, 9454, 309, 11, 309, 307, 25237, 13], "avg_logprob": -0.2282986096919529, "compression_ratio": 1.49009900990099, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1330.0, "end": 1330.46, "word": " especially", "probability": 0.45654296875}, {"start": 1330.46, "end": 1330.68, "word": " if", "probability": 0.9013671875}, {"start": 1330.68, "end": 1330.78, "word": " it", "probability": 0.90869140625}, {"start": 1330.78, "end": 1330.9, "word": " is", "probability": 0.66796875}, {"start": 1330.9, "end": 1331.22, "word": " sales.", "probability": 0.78564453125}, {"start": 1332.1, "end": 1332.34, "word": " The", "probability": 0.81982421875}, {"start": 1332.34, "end": 1332.8, "word": " management", "probability": 0.89404296875}, {"start": 1332.8, "end": 1333.26, "word": " should", "probability": 0.958984375}, {"start": 1333.26, "end": 1333.76, "word": " strive,", "probability": 0.64306640625}, {"start": 1334.12, "end": 1334.3, "word": " should", "probability": 0.84521484375}, {"start": 1334.3, "end": 1334.62, "word": " work", "probability": 0.93212890625}, {"start": 1334.62, "end": 1335.16, "word": " hard", "probability": 0.9140625}, {"start": 1335.16, "end": 1335.98, "word": " to", "probability": 0.73291015625}, {"start": 1335.98, "end": 1336.48, "word": " implement", "probability": 0.8876953125}, {"start": 1336.48, "end": 1336.88, "word": " and", "probability": 0.9248046875}, {"start": 1336.88, "end": 1337.06, "word": " to", "probability": 0.59912109375}, {"start": 1337.06, "end": 1337.6, "word": " utilize", "probability": 0.8388671875}, {"start": 1337.6, "end": 1337.88, "word": " this", "probability": 0.93701171875}, {"start": 1337.88, "end": 1338.36, "word": " technology", "probability": 0.95556640625}, {"start": 1338.36, "end": 1338.58, "word": " in", "probability": 0.93994140625}, {"start": 1338.58, "end": 1338.8, "word": " its", "probability": 0.8681640625}, {"start": 1338.8, "end": 1339.22, "word": " own", "probability": 0.904296875}, {"start": 1339.22, "end": 1340.0, "word": " work,", "probability": 0.90869140625}, {"start": 1340.12, "end": 1340.28, "word": " which", "probability": 0.94677734375}, {"start": 1340.28, "end": 1340.66, "word": " is", "probability": 0.94775390625}, {"start": 1340.66, "end": 1341.22, "word": " selling.", "probability": 0.70068359375}, {"start": 1342.2, "end": 1342.76, "word": " Let's", "probability": 0.9228515625}, {"start": 1342.76, "end": 1342.98, "word": " give", "probability": 0.8447265625}, {"start": 1342.98, "end": 1343.18, "word": " a", "probability": 0.98779296875}, {"start": 1343.18, "end": 1343.54, "word": " realistic", "probability": 0.97265625}, {"start": 1343.54, "end": 1344.1, "word": " example.", "probability": 0.96923828125}, {"start": 1345.36, "end": 1345.72, "word": " Now,", "probability": 0.861328125}, {"start": 1345.98, "end": 1346.22, "word": " in", "probability": 0.9287109375}, {"start": 1346.22, "end": 1346.72, "word": " America,", "probability": 0.86181640625}, {"start": 1346.98, "end": 1347.14, "word": " we", "probability": 0.9560546875}, {"start": 1347.14, "end": 1347.3, "word": " are", "probability": 0.90185546875}, {"start": 1347.3, "end": 1347.64, "word": " talking", "probability": 0.8505859375}, {"start": 1347.64, "end": 1348.2, "word": " about", "probability": 0.90478515625}, {"start": 1348.2, "end": 1349.54, "word": " a", "probability": 0.9755859375}, {"start": 1349.54, "end": 1349.74, "word": " very", "probability": 0.8525390625}, {"start": 1349.74, "end": 1350.04, "word": " famous", "probability": 0.94873046875}, {"start": 1350.04, "end": 1351.28, "word": " organization.", "probability": 0.9267578125}, {"start": 1352.1, "end": 1352.72, "word": " This", "probability": 0.2978515625}, {"start": 1352.72, "end": 1353.46, "word": " organization,", "probability": 0.93359375}, {"start": 1353.68, "end": 1353.9, "word": " you", "probability": 0.9326171875}, {"start": 1353.9, "end": 1354.28, "word": " studied", "probability": 0.8056640625}, {"start": 1354.28, "end": 1354.5, "word": " it,", "probability": 0.931640625}, {"start": 1354.56, "end": 1354.7, "word": " it", "probability": 0.8828125}, {"start": 1354.7, "end": 1355.18, "word": " is", "probability": 0.92822265625}, {"start": 1355.18, "end": 1357.16, "word": " Walmart.", "probability": 0.425537109375}], "temperature": 1.0}, {"id": 49, "seek": 138090, "start": 1358.94, "end": 1380.9, "text": " This Walmart, it's a very wealthy, massive American business, which major business is sales. If you are going to say what are the major items which they are focusing on in their own sales, almost everything.", "tokens": [639, 25237, 11, 309, 311, 257, 588, 17707, 11, 5994, 2665, 1606, 11, 597, 2563, 1606, 307, 5763, 13, 759, 291, 366, 516, 281, 584, 437, 366, 264, 2563, 4754, 597, 436, 366, 8416, 322, 294, 641, 1065, 5763, 11, 1920, 1203, 13], "avg_logprob": -0.22247868640856308, "compression_ratio": 1.4444444444444444, "no_speech_prob": 0.0, "words": [{"start": 1358.94, "end": 1359.28, "word": " This", "probability": 0.52978515625}, {"start": 1359.28, "end": 1359.7, "word": " Walmart,", "probability": 0.61669921875}, {"start": 1361.22, "end": 1362.34, "word": " it's", "probability": 0.857421875}, {"start": 1362.34, "end": 1363.36, "word": " a", "probability": 0.96826171875}, {"start": 1363.36, "end": 1363.58, "word": " very", "probability": 0.8623046875}, {"start": 1363.58, "end": 1364.0, "word": " wealthy,", "probability": 0.9296875}, {"start": 1364.9, "end": 1365.84, "word": " massive", "probability": 0.85986328125}, {"start": 1365.84, "end": 1368.22, "word": " American", "probability": 0.6865234375}, {"start": 1368.22, "end": 1368.74, "word": " business,", "probability": 0.916015625}, {"start": 1370.16, "end": 1370.88, "word": " which", "probability": 0.5634765625}, {"start": 1370.88, "end": 1371.48, "word": " major", "probability": 0.650390625}, {"start": 1371.48, "end": 1371.92, "word": " business", "probability": 0.95068359375}, {"start": 1371.92, "end": 1372.42, "word": " is", "probability": 0.93408203125}, {"start": 1372.42, "end": 1373.66, "word": " sales.", "probability": 0.75537109375}, {"start": 1374.88, "end": 1375.16, "word": " If", "probability": 0.93359375}, {"start": 1375.16, "end": 1375.26, "word": " you", "probability": 0.95751953125}, {"start": 1375.26, "end": 1375.38, "word": " are", "probability": 0.83203125}, {"start": 1375.38, "end": 1375.6, "word": " going", "probability": 0.94287109375}, {"start": 1375.6, "end": 1375.78, "word": " to", "probability": 0.9677734375}, {"start": 1375.78, "end": 1376.06, "word": " say", "probability": 0.93408203125}, {"start": 1376.06, "end": 1376.42, "word": " what", "probability": 0.6328125}, {"start": 1376.42, "end": 1376.58, "word": " are", "probability": 0.93310546875}, {"start": 1376.58, "end": 1376.74, "word": " the", "probability": 0.9189453125}, {"start": 1376.74, "end": 1376.96, "word": " major", "probability": 0.91015625}, {"start": 1376.96, "end": 1377.38, "word": " items", "probability": 0.84326171875}, {"start": 1377.38, "end": 1377.62, "word": " which", "probability": 0.8359375}, {"start": 1377.62, "end": 1377.72, "word": " they", "probability": 0.8876953125}, {"start": 1377.72, "end": 1377.86, "word": " are", "probability": 0.92138671875}, {"start": 1377.86, "end": 1378.24, "word": " focusing", "probability": 0.87744140625}, {"start": 1378.24, "end": 1378.58, "word": " on", "probability": 0.93017578125}, {"start": 1378.58, "end": 1378.86, "word": " in", "probability": 0.75439453125}, {"start": 1378.86, "end": 1379.0, "word": " their", "probability": 0.9482421875}, {"start": 1379.0, "end": 1379.18, "word": " own", "probability": 0.83984375}, {"start": 1379.18, "end": 1379.48, "word": " sales,", "probability": 0.9169921875}, {"start": 1379.86, "end": 1380.3, "word": " almost", "probability": 0.705078125}, {"start": 1380.3, "end": 1380.9, "word": " everything.", "probability": 0.912109375}], "temperature": 1.0}, {"id": 50, "seek": 140062, "start": 1382.26, "end": 1400.62, "text": " Clothes, food, beverage, furniture, electronics, etc, etc, etc. The store of the Walmart is very huge and very big. It is almost available in every city in every state.", "tokens": [2033, 4624, 11, 1755, 11, 35519, 11, 15671, 11, 20611, 11, 5183, 11, 5183, 11, 5183, 13, 440, 3531, 295, 264, 25237, 307, 588, 2603, 293, 588, 955, 13, 467, 307, 1920, 2435, 294, 633, 2307, 294, 633, 1785, 13], "avg_logprob": -0.2810594512195122, "compression_ratio": 1.3852459016393444, "no_speech_prob": 0.0, "words": [{"start": 1382.26, "end": 1383.14, "word": " Clothes,", "probability": 0.740966796875}, {"start": 1383.92, "end": 1384.48, "word": " food,", "probability": 0.61767578125}, {"start": 1385.26, "end": 1385.76, "word": " beverage,", "probability": 0.429931640625}, {"start": 1386.26, "end": 1386.74, "word": " furniture,", "probability": 0.9423828125}, {"start": 1387.32, "end": 1387.94, "word": " electronics,", "probability": 0.88623046875}, {"start": 1388.22, "end": 1388.68, "word": " etc,", "probability": 0.798828125}, {"start": 1388.82, "end": 1389.16, "word": " etc,", "probability": 0.94873046875}, {"start": 1389.18, "end": 1389.5, "word": " etc.", "probability": 0.9677734375}, {"start": 1390.64, "end": 1391.52, "word": " The", "probability": 0.873046875}, {"start": 1391.52, "end": 1391.86, "word": " store", "probability": 0.4658203125}, {"start": 1391.86, "end": 1392.06, "word": " of", "probability": 0.90478515625}, {"start": 1392.06, "end": 1392.22, "word": " the", "probability": 0.475830078125}, {"start": 1392.22, "end": 1392.5, "word": " Walmart", "probability": 0.73291015625}, {"start": 1392.5, "end": 1393.76, "word": " is", "probability": 0.71240234375}, {"start": 1393.76, "end": 1394.02, "word": " very", "probability": 0.82958984375}, {"start": 1394.02, "end": 1394.34, "word": " huge", "probability": 0.8095703125}, {"start": 1394.34, "end": 1394.46, "word": " and", "probability": 0.67626953125}, {"start": 1394.46, "end": 1394.68, "word": " very", "probability": 0.5068359375}, {"start": 1394.68, "end": 1394.96, "word": " big.", "probability": 0.912109375}, {"start": 1396.42, "end": 1396.58, "word": " It", "probability": 0.75732421875}, {"start": 1396.58, "end": 1396.76, "word": " is", "probability": 0.91455078125}, {"start": 1396.76, "end": 1397.2, "word": " almost", "probability": 0.736328125}, {"start": 1397.2, "end": 1397.82, "word": " available", "probability": 0.822265625}, {"start": 1397.82, "end": 1398.18, "word": " in", "probability": 0.9345703125}, {"start": 1398.18, "end": 1398.74, "word": " every", "probability": 0.82080078125}, {"start": 1398.74, "end": 1399.32, "word": " city", "probability": 0.90283203125}, {"start": 1399.32, "end": 1399.62, "word": " in", "probability": 0.406982421875}, {"start": 1399.62, "end": 1400.1, "word": " every", "probability": 0.81884765625}, {"start": 1400.1, "end": 1400.62, "word": " state.", "probability": 0.931640625}], "temperature": 1.0}, {"id": 51, "seek": 143011, "start": 1402.91, "end": 1430.11, "text": " Nowadays, Walmart, because of their richness and development, they began opening new branches in Europe and many cities even in Asia. Now, the Walmart, believe it or not, if we are going to say how it is operating and how it is selling, let's talk a little bit about it. 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If you are going to wonder how many customers is entering the doors of the Walmart, they are in thousands and thousands. And sometimes their number might increase more than 20,000 customers per day. 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Do you think she is going to buy one item? Of course not. She is going to buy different items from food, different items from drinks, different items from clothes and so on. Simply why? Because we are making shopping for one week or 18 days or something like that. The question is the following now.", "tokens": [1240, 307, 257, 1782, 32779, 420, 750, 575, 257, 1782, 420, 2035, 420, 286, 669, 257, 9888, 11, 286, 669, 516, 281, 652, 257, 8688, 337, 452, 1605, 2679, 13, 1144, 291, 519, 750, 307, 516, 281, 2256, 472, 3174, 30, 2720, 1164, 406, 13, 1240, 307, 516, 281, 2256, 819, 4754, 490, 1755, 11, 819, 4754, 490, 12142, 11, 819, 4754, 490, 5534, 293, 370, 322, 13, 19596, 983, 30, 1436, 321, 366, 1455, 8688, 337, 472, 1243, 420, 2443, 1708, 420, 746, 411, 300, 13, 440, 1168, 307, 264, 3480, 586, 13], "avg_logprob": -0.17105262593219156, "compression_ratio": 1.7666666666666666, "no_speech_prob": 0.0, "words": [{"start": 1460.06, "end": 1460.34, "word": " She", "probability": 0.501953125}, {"start": 1460.34, "end": 1460.5, "word": " is", "probability": 0.79296875}, {"start": 1460.5, "end": 1460.62, "word": " a", "probability": 0.8330078125}, {"start": 1460.62, "end": 1461.22, "word": " housewife", "probability": 0.884521484375}, {"start": 1461.22, 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Any question or comments? Okay, let's move to a new thing. Let's talk about implementing sales force automation. This is the automated system I think we gave example about the Walmart. Management should know what is to be accomplished and the benefits that are possible. Adapts personal management style and procedures. And finally, foster sales force acceptance and use of selling technology. 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They are not implementing it. Any questions or comments about this? Move on.", "tokens": [7504, 11, 867, 295, 2654, 6011, 366, 920, 7755, 490, 46765, 295, 18439, 4754, 420, 2712, 420, 3518, 13, 814, 366, 406, 18114, 309, 13, 2639, 1651, 420, 3053, 466, 341, 30, 10475, 322, 13], "avg_logprob": -0.2851562574505806, "compression_ratio": 1.3472222222222223, "no_speech_prob": 0.0, "words": [{"start": 1728.83, "end": 1729.51, "word": " Therefore,", "probability": 0.693359375}, {"start": 1730.05, "end": 1730.51, "word": " many", "probability": 0.86328125}, {"start": 1730.51, "end": 1730.73, "word": " of", "probability": 0.70068359375}, {"start": 1730.73, "end": 1731.05, "word": " local", "probability": 0.740234375}, {"start": 1731.05, "end": 1731.63, "word": " businesses", "probability": 0.83984375}, {"start": 1731.63, "end": 1732.41, "word": " are", "probability": 0.72900390625}, {"start": 1732.41, "end": 1732.75, "word": " still", "probability": 0.896484375}, {"start": 1732.75, "end": 1733.21, "word": " suffering", "probability": 0.89306640625}, {"start": 1733.21, "end": 1733.53, "word": " from", "probability": 0.7568359375}, {"start": 1733.53, "end": 1734.69, "word": " shortages", "probability": 0.9482421875}, {"start": 1734.69, "end": 1735.51, "word": " of", "probability": 0.9150390625}, {"start": 1735.51, "end": 1736.05, "word": " technological", "probability": 0.89599609375}, {"start": 1736.05, "end": 1737.91, "word": " items", "probability": 0.4716796875}, {"start": 1737.91, "end": 1738.09, "word": " or", "probability": 0.71826171875}, {"start": 1738.09, "end": 1738.55, "word": " impact", "probability": 0.41796875}, {"start": 1738.55, "end": 1738.83, "word": " or", "probability": 0.3330078125}, {"start": 1738.83, "end": 1739.77, "word": " industry.", "probability": 0.57763671875}, {"start": 1740.81, "end": 1741.01, "word": " They", "probability": 0.69140625}, {"start": 1741.01, "end": 1741.11, "word": " are", "probability": 0.9033203125}, {"start": 1741.11, "end": 1741.31, "word": " not", "probability": 0.9384765625}, {"start": 1741.31, "end": 1741.63, "word": " implementing", "probability": 0.9033203125}, {"start": 1741.63, "end": 1742.01, "word": " it.", "probability": 0.90576171875}, {"start": 1743.03, "end": 1743.27, "word": " Any", "probability": 0.84423828125}, {"start": 1743.27, "end": 1743.59, "word": " questions", "probability": 0.6806640625}, {"start": 1743.59, "end": 1743.73, "word": " or", "probability": 0.6298828125}, {"start": 1743.73, "end": 1743.97, "word": " comments", "probability": 0.85498046875}, {"start": 1743.97, "end": 1744.21, "word": " about", "probability": 0.81689453125}, {"start": 1744.21, "end": 1744.51, "word": " this?", "probability": 0.92431640625}, {"start": 1745.37, "end": 1745.71, "word": " Move", "probability": 0.80224609375}, {"start": 1745.71, "end": 1745.91, "word": " on.", "probability": 0.94140625}], "temperature": 1.0}, {"id": 64, "seek": 177565, "start": 1747.57, "end": 1775.65, "text": " Let's conclude chapter number one. This is an organizational chart for one of the most famous sales organization in America, which is called Procter & Gamble. We are not going to talk about it in a very detailed way. But generally, or quickly speaking, you are going to find here we are talking about different geographical areas, beginning from Canada, Latin America, Asia, Middle East, Africa, and US. 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What are the differences between the three words? If you are going to open an Arabic dictionary, you are going to find that the meaning of Director is Mudir, and the meaning of Manager is Mudir, and the meaning of Officer is Mudir. But in English, are they the same? 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They are completely different. So what are the major differences according to your humble knowledge? Haneen. 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What is the difference between manager and officer once again? Manager works with the workers and the officer is the head of the department. 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Okay, now listen. Somebody is going to ask me, why are you focusing on these things? Do you know why? Because after one year, you are going to graduate. And sometimes you are going to look at advertisements for work. Some of the advertisements might say, we are looking for a manager. Others might say, we are looking for a director. A third might say, we are looking for an officer. What are the differences? Exactly. 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Let's talk now about authorities. Director, he has the final or the ultimate authority. The manager, he has a middle authority. Officer, he has less authority. 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The manager, less than the director. Officer, less than the manager. So these are the major responsibilities of director, manager, officer. Should we know the differences between them? Yes. Why? 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It is challenging, its responsibilities are massive. 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saying bye bye for chapter number one and next week inshallah we are going to start working on chapter number two any question any comments about chapter number one any question any comments okay before i'm going to conclude i have something to say", "tokens": [8456, 307, 1570, 813, 264, 732, 949, 604, 1168, 604, 3053, 604, 1168, 604, 3053, 370, 1400, 370, 538, 341, 636, 321, 366, 1566, 6543, 6543, 337, 7187, 1230, 472, 293, 958, 1243, 1028, 71, 13492, 321, 366, 516, 281, 722, 1364, 322, 7187, 1230, 732, 604, 1168, 604, 3053, 466, 7187, 1230, 472, 604, 1168, 604, 3053, 1392, 949, 741, 478, 516, 281, 16886, 741, 362, 746, 281, 584], "avg_logprob": -0.1837588070144116, "compression_ratio": 2.0914285714285716, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 2097.0, "end": 2097.56, "word": " officer", "probability": 0.35498046875}, {"start": 2097.56, "end": 2097.96, "word": " is", "probability": 0.90185546875}, {"start": 2097.96, "end": 2098.16, "word": " less", 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Okay, that's fine, we'll talk about it. Next. Andalusia Mall. Next. Say it with your voice please. 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Ok, next. Choco. Choco. The focus. Ok, next. English, English. Speak with me English please. We must take some information from the company itself. Ok, next.", "tokens": [11675, 35519, 30, 3477, 11, 958, 13, 761, 11198, 13, 761, 11198, 13, 440, 1879, 13, 3477, 11, 958, 13, 3669, 11, 3669, 13, 27868, 365, 385, 3669, 1767, 13, 492, 1633, 747, 512, 1589, 490, 264, 2237, 2564, 13, 3477, 11, 958, 13], "avg_logprob": -0.35416666401757135, "compression_ratio": 1.373015873015873, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2184.6, "end": 2184.9, "word": " Food", "probability": 0.615234375}, {"start": 2184.9, "end": 2185.34, "word": " beverage?", "probability": 0.45068359375}, {"start": 2185.46, "end": 2185.66, "word": " Ok,", "probability": 0.49853515625}, {"start": 2185.82, "end": 2186.12, "word": " next.", "probability": 0.919921875}, {"start": 2189.4, "end": 2190.0, "word": " Choco.", "probability": 0.66845703125}, {"start": 2190.88, "end": 2191.48, "word": " Choco.", "probability": 0.863525390625}, {"start": 2191.74, "end": 2192.04, "word": " The", "probability": 0.69677734375}, {"start": 2192.04, "end": 2192.46, "word": " focus.", "probability": 0.9140625}, {"start": 2192.82, "end": 2193.38, "word": " Ok,", "probability": 0.88720703125}, {"start": 2193.54, "end": 2193.84, "word": " next.", "probability": 0.94189453125}, {"start": 2197.26, "end": 2197.86, "word": " English,", "probability": 0.84130859375}, {"start": 2198.08, "end": 2198.34, "word": " English.", "probability": 0.90380859375}, {"start": 2198.42, "end": 2198.58, "word": " Speak", "probability": 0.91650390625}, {"start": 2198.58, "end": 2198.74, "word": " with", "probability": 0.8408203125}, {"start": 2198.74, "end": 2198.86, "word": " me", "probability": 0.9501953125}, {"start": 2198.86, "end": 2199.06, "word": " English", "probability": 0.765625}, {"start": 2199.06, "end": 2199.24, "word": " please.", "probability": 0.5439453125}, {"start": 2199.42, "end": 2199.6, "word": " We", "probability": 0.37158203125}, {"start": 2199.6, "end": 2200.44, "word": " must", "probability": 0.81396484375}, {"start": 2200.44, "end": 2201.2, "word": " take", "probability": 0.8388671875}, {"start": 2201.2, "end": 2201.5, "word": " some", "probability": 0.88818359375}, {"start": 2201.5, "end": 2202.42, "word": " information", "probability": 0.74462890625}, {"start": 2202.42, "end": 2202.86, "word": " from", "probability": 0.88427734375}, {"start": 2202.86, "end": 2204.18, "word": " the", "probability": 0.88916015625}, {"start": 2204.18, "end": 2204.64, "word": " company", "probability": 0.9248046875}, {"start": 2204.64, "end": 2205.6, "word": " itself.", "probability": 0.82275390625}, {"start": 2206.66, "end": 2207.26, "word": " Ok,", "probability": 0.849609375}, {"start": 2207.54, "end": 2207.82, "word": " next.", "probability": 0.93994140625}], "temperature": 1.0}, {"id": 81, "seek": 223629, "start": 2211.35, "end": 2236.29, "text": " Phone houses company? You mean the Palestinian telecommunication company? Four houses? It focuses on what? What are the sales? Cosmetics. Cosmetics. Okay, next. It was taken. We want something new. It focuses on what? Specifically. Specifically.", "tokens": [30713, 8078, 2237, 30, 509, 914, 264, 28202, 4304, 25451, 8758, 2237, 30, 7451, 8078, 30, 467, 16109, 322, 437, 30, 708, 366, 264, 5763, 30, 15855, 31236, 13, 15855, 31236, 13, 1033, 11, 958, 13, 467, 390, 2726, 13, 492, 528, 746, 777, 13, 467, 16109, 322, 437, 30, 26058, 13, 26058, 13], "avg_logprob": -0.3068181818181818, "compression_ratio": 1.5569620253164558, "no_speech_prob": 0.0, "words": [{"start": 2211.35, "end": 2211.65, "word": " Phone", "probability": 0.31005859375}, {"start": 2211.65, "end": 2211.93, "word": " houses", "probability": 0.45361328125}, {"start": 2211.93, "end": 2212.41, "word": " company?", "probability": 0.8564453125}, {"start": 2212.73, "end": 2212.99, "word": " You", "probability": 0.65478515625}, {"start": 2212.99, "end": 2213.15, "word": " mean", "probability": 0.962890625}, {"start": 2213.15, "end": 2213.27, "word": " the", "probability": 0.5791015625}, {"start": 2213.27, "end": 2213.55, "word": " Palestinian", "probability": 0.548828125}, {"start": 2213.55, "end": 2214.07, "word": " telecommunication", "probability": 0.6907552083333334}, {"start": 2214.07, "end": 2214.39, "word": " company?", "probability": 0.89599609375}, {"start": 2215.23, "end": 2215.45, "word": " Four", "probability": 0.55126953125}, {"start": 2215.45, "end": 2217.51, "word": " houses?", "probability": 0.79345703125}, {"start": 2218.59, "end": 2219.15, "word": " It", "probability": 0.75244140625}, {"start": 2219.15, "end": 2219.43, "word": " focuses", "probability": 0.90576171875}, {"start": 2219.43, "end": 2219.67, "word": " on", "probability": 0.94482421875}, {"start": 2219.67, "end": 2219.85, "word": " what?", "probability": 0.9404296875}, {"start": 2220.01, "end": 2220.43, "word": " What", "probability": 0.73095703125}, {"start": 2220.43, "end": 2220.57, "word": " are", "probability": 0.9365234375}, {"start": 2220.57, "end": 2220.71, "word": " the", "probability": 0.87548828125}, {"start": 2220.71, "end": 2220.95, "word": " sales?", "probability": 0.57763671875}, {"start": 2221.47, "end": 2222.03, "word": " Cosmetics.", "probability": 0.730224609375}, {"start": 2222.15, "end": 2222.59, "word": " Cosmetics.", "probability": 0.7198486328125}, {"start": 2222.69, "end": 2222.89, "word": " Okay,", "probability": 0.46484375}, {"start": 2222.97, "end": 2223.21, "word": " next.", "probability": 0.9306640625}, {"start": 2226.01, "end": 2226.27, "word": " It", "probability": 0.8876953125}, {"start": 2226.27, "end": 2226.47, "word": " was", "probability": 0.9326171875}, {"start": 2226.47, "end": 2226.81, "word": " taken.", "probability": 0.89208984375}, {"start": 2227.53, "end": 2227.71, "word": " We", "probability": 0.9150390625}, {"start": 2227.71, "end": 2227.91, "word": " want", "probability": 0.8798828125}, {"start": 2227.91, "end": 2228.15, "word": " something", "probability": 0.87255859375}, {"start": 2228.15, "end": 2228.43, "word": " new.", "probability": 0.9013671875}, {"start": 2230.27, "end": 2230.83, "word": " It", "probability": 0.9296875}, {"start": 2230.83, "end": 2231.17, "word": " focuses", "probability": 0.88720703125}, {"start": 2231.17, "end": 2231.39, "word": " on", "probability": 0.9521484375}, {"start": 2231.39, "end": 2231.61, "word": " what?", "probability": 0.947265625}, {"start": 2234.75, "end": 2235.31, "word": " Specifically.", "probability": 0.875}, {"start": 2235.85, "end": 2236.29, "word": " Specifically.", "probability": 0.90771484375}], "temperature": 1.0}, {"id": 82, "seek": 226909, "start": 2240.91, "end": 2269.09, "text": " It is in sales. We are talking about private sector, sales company. It must be private. You are studying business. We are talking about business, not NGOs, not human. Did you know now why I asked you to provide me with the name? You should collect a right address for a company which would like to search. This is rejected. 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Anybody else? Okay now, we are going to stop here. Next time, I want the groups who didn't announce their organizations to speak up. And by the way, any group which picked up an organization, this organization must not be repeated by another group. Clear? See you next time, thank you very much.", "tokens": [1037, 322, 11, 958, 13, 19082, 1646, 30, 1033, 586, 11, 321, 366, 516, 281, 1590, 510, 13, 3087, 565, 11, 286, 528, 264, 3935, 567, 994, 380, 7478, 641, 6150, 281, 1710, 493, 13, 400, 538, 264, 636, 11, 604, 1594, 597, 6183, 493, 364, 4475, 11, 341, 4475, 1633, 406, 312, 10477, 538, 1071, 1594, 13, 14993, 30, 3008, 291, 958, 565, 11, 1309, 291, 588, 709, 13], "avg_logprob": -0.15933098927350112, "compression_ratio": 1.5297029702970297, "no_speech_prob": 8.940696716308594e-07, "words": [{"start": 2270.41, "end": 2270.71, "word": " Go", "probability": 0.31787109375}, {"start": 2270.71, "end": 2270.87, "word": " on,", "probability": 0.93896484375}, {"start": 2271.11, "end": 2271.39, "word": " next.", "probability": 0.9326171875}, {"start": 2275.87, "end": 2276.23, "word": " Anybody", "probability": 0.84375}, {"start": 2276.23, "end": 2276.63, "word": " else?", "probability": 0.93017578125}, {"start": 2279.27, "end": 2279.83, "word": " 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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_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/k44gQqicERI_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..b216d4b2ea10fb55c73f30f998964a81bbddc159 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/k44gQqicERI_postprocess.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/k44gQqicERI_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/k44gQqicERI_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..ab662e242261eed5a4a923f17383eb23f88f2015 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/k44gQqicERI_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4952, "start": 21.08, "end": 49.52, "text": " Good morning. Today we are going to begin with a new chapter. This chapter is going to be the fifth chapter. 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you would like to improve our chances of success, let's ask what's the meaning of success here? The success of convincing customers to come and buy from us. The success of convincing customers to come and buy from us. 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Tip number one, we have to build awareness. Awareness about what? Awareness about the market where we are working in. Awareness about the community. Awareness about the people. Awareness about the customers. What are their own traditions? What they like? What they dislike? And so on. 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When we are referring to the short list, this list should include all the names of the potential customers. All the names of the potential customers. Customers who can come and buy from our own products or services. 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Three, all sales persons they must demonstrate or they should demonstrate how your proposal meets company needs. 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What's the meaning of relating skill? To relate two things. One thing to relate the need of the customer along with our own product or skill. If you are able to relate these two dimensions, then we are talking about what? We can convince how the proposal meets the company's needs. With the company here, be careful. It is a customer. Clear? 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If you remember in chapter number four when we talked about time management, don't waste your time by targeting or speaking with people who do not have a final decision making of buying or purchasing.", "tokens": [18210, 1230, 1451, 420, 5192, 1230, 1451, 439, 5763, 14453, 436, 820, 3838, 2985, 264, 3537, 19323, 2973, 2203, 13, 759, 291, 1604, 294, 7187, 1230, 1451, 562, 321, 2825, 466, 565, 4592, 11, 500, 380, 5964, 428, 565, 538, 17918, 420, 4124, 365, 561, 567, 360, 406, 362, 257, 2572, 3537, 1455, 295, 6382, 420, 20906, 13], "avg_logprob": -0.2019332682682296, "compression_ratio": 1.6262626262626263, "no_speech_prob": 0.0, "words": [{"start": 223.46, "end": 223.72, "word": " Tip", "probability": 0.74267578125}, {"start": 223.72, "end": 224.0, "word": " number", "probability": 0.6064453125}, {"start": 224.0, "end": 224.34, "word": " four", "probability": 0.61474609375}, {"start": 224.34, "end": 224.46, "word": " or", "probability": 0.716796875}, {"start": 224.46, "end": 224.78, 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Finally, be prepared for buyer remorse. What's the meaning of the word remorse here? Regret. What's the meaning of regret? Exactly, nadam, now. 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It's impossible. So what should we do? We should prepare ourselves to contain dissatisfied, discontented buyer. How are we going to contain him or her?", "tokens": [19596, 570, 309, 307, 6243, 281, 19319, 633, 2167, 5474, 567, 307, 516, 281, 808, 293, 2256, 490, 291, 13, 467, 311, 6243, 13, 407, 437, 820, 321, 360, 30, 492, 820, 5940, 4175, 281, 5304, 7802, 38502, 11, 2983, 896, 6003, 24645, 13, 1012, 366, 321, 516, 281, 5304, 796, 420, 720, 30], "avg_logprob": -0.18451704382896422, "compression_ratio": 1.5421686746987953, "no_speech_prob": 0.0, "words": [{"start": 274.88, "end": 275.44, "word": " Simply", "probability": 0.6103515625}, {"start": 275.44, "end": 276.0, "word": " because", "probability": 0.87939453125}, {"start": 276.0, "end": 276.4, "word": " it", "probability": 0.93603515625}, {"start": 276.4, "end": 276.68, "word": " is", "probability": 0.85009765625}, {"start": 276.68, "end": 277.52, "word": " impossible", "probability": 0.82470703125}, {"start": 277.52, "end": 278.54, "word": " to", "probability": 0.9111328125}, {"start": 278.54, "end": 279.04, "word": " satisfy", "probability": 0.85498046875}, {"start": 279.04, "end": 279.94, "word": " every", "probability": 0.81982421875}, {"start": 279.94, "end": 280.62, "word": " single", "probability": 0.9345703125}, {"start": 280.62, "end": 281.16, "word": " customer", "probability": 0.73681640625}, {"start": 281.16, "end": 281.96, "word": " who", "probability": 0.83642578125}, {"start": 281.96, "end": 282.12, "word": " is", "probability": 0.8349609375}, {"start": 282.12, "end": 282.32, "word": " going", "probability": 0.93212890625}, {"start": 282.32, "end": 282.48, "word": " to", "probability": 0.96630859375}, {"start": 282.48, "end": 282.66, "word": " come", "probability": 0.7880859375}, {"start": 282.66, "end": 282.84, "word": " and", "probability": 0.8505859375}, {"start": 282.84, "end": 282.94, "word": " buy", "probability": 0.9248046875}, {"start": 282.94, "end": 283.14, "word": " from", "probability": 0.88427734375}, {"start": 283.14, "end": 283.36, "word": " you.", "probability": 0.95361328125}, {"start": 283.88, "end": 284.14, "word": " It's", "probability": 0.837890625}, {"start": 284.14, "end": 284.62, "word": " impossible.", "probability": 0.8447265625}, {"start": 286.16, "end": 286.96, "word": " So", "probability": 0.9296875}, {"start": 286.96, "end": 287.14, "word": " what", "probability": 0.751953125}, {"start": 287.14, "end": 287.28, "word": " should", "probability": 0.95947265625}, {"start": 287.28, "end": 287.42, "word": " we", "probability": 0.9619140625}, {"start": 287.42, "end": 287.66, "word": " do?", "probability": 0.96435546875}, {"start": 288.44, "end": 288.66, "word": " We", "probability": 0.9345703125}, {"start": 288.66, "end": 288.94, "word": " should", "probability": 0.97216796875}, {"start": 288.94, "end": 289.4, "word": " prepare", "probability": 0.92138671875}, {"start": 289.4, "end": 290.26, "word": " ourselves", "probability": 0.72509765625}, {"start": 290.26, "end": 290.56, "word": " to", "probability": 0.97119140625}, {"start": 290.56, "end": 291.18, "word": " contain", "probability": 0.931640625}, {"start": 291.18, "end": 292.22, "word": " dissatisfied,", "probability": 0.847412109375}, {"start": 292.42, "end": 293.3, "word": " discontented", "probability": 0.927734375}, {"start": 293.3, "end": 294.24, "word": " buyer.", "probability": 0.572265625}, {"start": 296.48, "end": 297.28, "word": " How", "probability": 0.2264404296875}, {"start": 297.28, "end": 299.24, "word": " are", "probability": 0.5791015625}, {"start": 299.24, "end": 299.24, "word": " we", "probability": 0.9443359375}, {"start": 299.24, "end": 299.5, "word": " going", "probability": 0.9296875}, {"start": 299.5, "end": 299.64, "word": " to", "probability": 0.97314453125}, {"start": 299.64, "end": 299.92, "word": " contain", "probability": 0.82763671875}, {"start": 299.92, "end": 300.1, "word": " him", "probability": 0.93603515625}, {"start": 300.1, "end": 300.26, "word": " or", "probability": 0.8544921875}, {"start": 300.26, "end": 300.46, "word": " her?", "probability": 0.97216796875}], "temperature": 1.0}, {"id": 11, "seek": 32843, "start": 303.11, "end": 328.43, "text": " addressing him in a very polite, quiet tone in which we are going to make him or her calming down and later on we will try to fix this problem or the things which went wrong with this customer or compensation if it is required. And this is the meaning of what? Be ready for a buyer remorse. 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"end": 353.66, "text": " So these are briefly the major five advices which sales persons should acquire when or if they would like to improve their success of closing sales transactions. Any questions or comments about this part? It's clear? Let's talk about another thing.", "tokens": [407, 613, 366, 10515, 264, 2563, 1732, 1551, 1473, 597, 5763, 14453, 820, 20001, 562, 420, 498, 436, 576, 411, 281, 3470, 641, 2245, 295, 10377, 5763, 16856, 13, 2639, 1651, 420, 3053, 466, 341, 644, 30, 467, 311, 1850, 30, 961, 311, 751, 466, 1071, 551, 13], "avg_logprob": -0.28300383626198283, "compression_ratio": 1.4310344827586208, "no_speech_prob": 0.0, "words": [{"start": 330.5, "end": 330.78, "word": " So", "probability": 0.57666015625}, {"start": 330.78, "end": 331.16, "word": " these", "probability": 0.62646484375}, {"start": 331.16, "end": 331.44, "word": " are", "probability": 0.93115234375}, {"start": 331.44, "end": 331.96, "word": " briefly", "probability": 0.77099609375}, {"start": 331.96, "end": 332.28, "word": " the", "probability": 0.84326171875}, {"start": 332.28, "end": 332.56, "word": " major", "probability": 0.84423828125}, {"start": 332.56, "end": 332.92, "word": " five", "probability": 0.50341796875}, {"start": 332.92, "end": 333.4, "word": " advices", "probability": 0.8701171875}, {"start": 333.4, "end": 334.1, "word": " which", "probability": 0.8056640625}, {"start": 334.1, "end": 335.16, "word": " sales", "probability": 0.7998046875}, {"start": 335.16, "end": 335.48, "word": " persons", "probability": 0.293701171875}, {"start": 335.48, "end": 335.76, "word": " should", "probability": 0.95703125}, {"start": 335.76, "end": 336.24, "word": " acquire", "probability": 0.91455078125}, {"start": 336.24, "end": 337.36, "word": " when", "probability": 0.83984375}, {"start": 337.36, "end": 337.76, "word": " or", "probability": 0.8740234375}, {"start": 337.76, "end": 338.08, "word": " if", "probability": 0.955078125}, {"start": 338.08, "end": 338.28, "word": " they", "probability": 0.89013671875}, {"start": 338.28, "end": 338.44, "word": " would", "probability": 0.89453125}, {"start": 338.44, "end": 338.68, "word": " like", "probability": 0.9228515625}, {"start": 338.68, "end": 338.8, "word": " to", "probability": 0.96337890625}, {"start": 338.8, "end": 339.06, "word": " improve", "probability": 0.88134765625}, {"start": 339.06, "end": 339.28, "word": " their", "probability": 0.94482421875}, {"start": 339.28, "end": 339.7, "word": " success", "probability": 0.87939453125}, {"start": 339.7, "end": 340.2, "word": " of", "probability": 0.9111328125}, {"start": 340.2, "end": 341.22, "word": " closing", "probability": 0.876953125}, {"start": 341.22, "end": 345.62, "word": " sales", "probability": 0.73974609375}, {"start": 345.62, "end": 346.36, "word": " transactions.", "probability": 0.60546875}, {"start": 346.92, "end": 347.56, "word": " Any", "probability": 0.53759765625}, {"start": 347.56, "end": 347.86, "word": " questions", "probability": 0.484619140625}, {"start": 347.86, "end": 348.0, "word": " or", "probability": 0.53857421875}, {"start": 348.0, "end": 348.28, "word": " comments", "probability": 0.88037109375}, {"start": 348.28, "end": 348.5, "word": " about", "probability": 0.81396484375}, {"start": 348.5, "end": 348.68, "word": " this", "probability": 0.88671875}, {"start": 348.68, "end": 349.02, "word": " part?", "probability": 0.87353515625}, {"start": 350.18, "end": 350.4, "word": " It's", "probability": 0.72705078125}, {"start": 350.4, "end": 350.72, "word": " clear?", "probability": 0.89013671875}, {"start": 351.4, "end": 351.88, "word": " Let's", "probability": 0.6898193359375}, {"start": 351.88, "end": 352.1, "word": " talk", "probability": 0.86279296875}, {"start": 352.1, "end": 352.4, "word": " about", "probability": 0.87060546875}, {"start": 352.4, "end": 353.2, "word": " another", "probability": 0.572265625}, {"start": 353.2, "end": 353.66, "word": " thing.", "probability": 0.85888671875}], "temperature": 1.0}, {"id": 13, "seek": 38421, "start": 356.23, "end": 384.21, "text": " The major or the second topic in today's class is one word which is called interaction. This interaction according to the science of sales management, they are classifying the interaction into three stages or phases. Stage number one, pre-interaction. Stage number two, interaction itself. Stage number three, post-interaction. Let's talk about them. 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Clear? Any question or comments? In the final exam, I might ask you this question and state whether the following sentence is true or false. 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False interaction. So what is the thing which converted this sentence to be false? One word, which is post. Are you following me? Yes sir. What do you mean by false interaction? Kamal marra. 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The answer is false because of the word post. We should delete it. If we deleted it, it is going to be correct. Clear? Any question or comments about this? Look at her.", "tokens": [440, 5389, 295, 24773, 264, 2203, 295, 264, 5474, 294, 264, 2183, 9285, 5574, 13, 440, 1867, 307, 7908, 570, 295, 264, 1349, 2183, 13, 492, 820, 12097, 309, 13, 759, 321, 22981, 309, 11, 309, 307, 516, 281, 312, 3006, 13, 14993, 30, 2639, 1168, 420, 3053, 466, 341, 30, 2053, 412, 720, 13], "avg_logprob": -0.23716517191912448, "compression_ratio": 1.4425287356321839, "no_speech_prob": 0.0, "words": [{"start": 587.94, "end": 588.22, "word": " The", "probability": 0.40673828125}, {"start": 588.22, "end": 588.72, "word": " skill", "probability": 0.751953125}, {"start": 588.72, "end": 589.18, "word": " of", "probability": 0.9375}, {"start": 589.18, "end": 589.88, "word": " discovering", "probability": 0.87890625}, {"start": 589.88, "end": 591.98, "word": " the", "probability": 0.74658203125}, {"start": 591.98, "end": 592.28, "word": " needs", "probability": 0.865234375}, {"start": 592.28, "end": 592.44, "word": " of", "probability": 0.9677734375}, {"start": 592.44, 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Let's begin with the first one, which is pre-interaction. In the pre-interaction, we are talking about a group or a set of skills that should be acquired by the salesperson, beginning with setting objectives, number two, knowledge management, information gathering, and finally, rehearsal.", "tokens": [407, 11, 4412, 11, 586, 321, 366, 516, 281, 751, 466, 264, 3942, 597, 820, 312, 29608, 538, 264, 5763, 10813, 294, 633, 2167, 5574, 13, 961, 311, 1841, 365, 264, 700, 472, 11, 597, 307, 659, 12, 5106, 2894, 13, 682, 264, 659, 12, 5106, 2894, 11, 321, 366, 1417, 466, 257, 1594, 420, 257, 992, 295, 3942, 300, 820, 312, 17554, 538, 264, 5763, 10813, 11, 2863, 365, 3287, 15961, 11, 1230, 732, 11, 3601, 4592, 11, 1589, 13519, 11, 293, 2721, 11, 24884, 13], "avg_logprob": -0.1713423327627507, "compression_ratio": 1.6869918699186992, "no_speech_prob": 0.0, "words": [{"start": 636.05, "end": 636.45, "word": " So,", "probability": 0.52001953125}, {"start": 636.67, "end": 637.11, "word": " therefore,", "probability": 0.658203125}, {"start": 637.57, "end": 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Exactly. The salesperson should rehearse the offer which he or she is going to present in the front of the customer in the interaction phase. Or practice it. And rehearsal, it looks like a kind of drilling, a kind of training. Why we are going to train or rehearse? 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Supporting what? The decision of buying through providing chances of maintenance, insurance, guarantee, warranty and so on. Three, implementing. 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You will create something called long-term relationship, which is the goal of our course. How to create long-term relationship with customers. Clear? Clear. Any question about this? 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In this last part, we are going to talk about three models of purchasing. Three models of? Purchasing. Remember, they are very important if they might be in the exam, the final exam. Let's begin with the first one. The first one, we called it standardized model. 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858.97, "text": " where the whole model can be summarized by one word or by one word which is exactly how much benefits we are going to gain from this product or from this service. This is considered to be the priority which the customer is going to think of all the times. All the times.", "tokens": [689, 264, 1379, 2316, 393, 312, 14611, 1602, 538, 472, 1349, 420, 538, 472, 1349, 597, 307, 2293, 577, 709, 5311, 321, 366, 516, 281, 6052, 490, 341, 1674, 420, 490, 341, 2643, 13, 639, 307, 4888, 281, 312, 264, 9365, 597, 264, 5474, 307, 516, 281, 519, 295, 439, 264, 1413, 13, 1057, 264, 1413, 13], "avg_logprob": -0.22198276118985538, "compression_ratio": 1.6325301204819278, "no_speech_prob": 0.0, "words": [{"start": 834.99, "end": 835.59, "word": " where", "probability": 0.362060546875}, {"start": 835.59, "end": 836.19, "word": " the", "probability": 0.8876953125}, {"start": 836.19, "end": 836.49, "word": " whole", "probability": 0.87744140625}, {"start": 836.49, "end": 836.75, "word": " model", "probability": 0.9091796875}, {"start": 836.75, "end": 837.03, "word": " can", "probability": 0.92626953125}, {"start": 837.03, "end": 837.19, "word": " be", "probability": 0.958984375}, {"start": 837.19, "end": 837.77, "word": " summarized", "probability": 0.892578125}, {"start": 837.77, "end": 837.99, "word": " by", "probability": 0.84033203125}, {"start": 837.99, "end": 838.23, "word": " one", "probability": 0.8818359375}, {"start": 838.23, "end": 838.69, "word": " word", "probability": 0.91943359375}, {"start": 838.69, "end": 839.35, "word": " or", "probability": 0.62939453125}, {"start": 839.35, "end": 839.55, "word": " by", "probability": 0.75439453125}, {"start": 839.55, "end": 839.77, "word": " one", "probability": 0.923828125}, {"start": 839.77, "end": 840.07, "word": " word", "probability": 0.79541015625}, {"start": 840.07, "end": 840.25, "word": " which", "probability": 0.5205078125}, {"start": 840.25, "end": 840.57, "word": " is", "probability": 0.93896484375}, {"start": 840.57, "end": 841.67, "word": " exactly", "probability": 0.2357177734375}, {"start": 841.67, "end": 843.97, "word": " how", "probability": 0.367919921875}, {"start": 843.97, "end": 844.33, "word": " much", "probability": 0.896484375}, {"start": 844.33, "end": 844.73, "word": " benefits", "probability": 0.82421875}, {"start": 844.73, "end": 844.91, "word": " we", "probability": 0.89404296875}, {"start": 844.91, "end": 845.03, "word": " are", "probability": 0.9140625}, {"start": 845.03, "end": 845.29, "word": " going", "probability": 0.94873046875}, {"start": 845.29, "end": 845.45, "word": " to", "probability": 0.96923828125}, {"start": 845.45, "end": 845.75, "word": " gain", "probability": 0.93603515625}, {"start": 845.75, "end": 846.41, "word": " from", "probability": 0.88330078125}, {"start": 846.41, "end": 846.69, "word": " this", "probability": 0.9384765625}, {"start": 846.69, "end": 847.05, "word": " product", "probability": 0.88720703125}, {"start": 847.05, "end": 847.49, "word": " or", "probability": 0.94482421875}, {"start": 847.49, "end": 847.73, "word": " from", "probability": 0.77685546875}, {"start": 847.73, "end": 847.95, "word": " this", "probability": 0.71435546875}, {"start": 847.95, "end": 848.35, "word": " service.", "probability": 0.87841796875}, {"start": 849.81, "end": 850.01, "word": " This", "probability": 0.389892578125}, {"start": 850.01, "end": 850.23, "word": " is", "probability": 0.94140625}, {"start": 850.23, "end": 850.57, "word": " considered", "probability": 0.82421875}, {"start": 850.57, "end": 850.77, "word": " to", "probability": 0.955078125}, {"start": 850.77, "end": 850.93, "word": " be", "probability": 0.953125}, {"start": 850.93, "end": 851.15, "word": " the", "probability": 0.87255859375}, {"start": 851.15, "end": 851.53, "word": " priority", "probability": 0.95703125}, {"start": 851.53, "end": 852.89, "word": " which", "probability": 0.79638671875}, {"start": 852.89, "end": 853.13, "word": " the", "probability": 0.90234375}, {"start": 853.13, "end": 853.53, "word": " customer", "probability": 0.7646484375}, {"start": 853.53, "end": 853.83, "word": " is", "probability": 0.9384765625}, {"start": 853.83, "end": 854.05, "word": " going", "probability": 0.94287109375}, {"start": 854.05, "end": 854.23, "word": " to", "probability": 0.96630859375}, {"start": 854.23, "end": 854.51, "word": " think", "probability": 0.916015625}, {"start": 854.51, "end": 854.87, "word": " of", "probability": 0.94140625}, {"start": 854.87, "end": 855.21, "word": " all", "probability": 0.93994140625}, {"start": 855.21, "end": 855.39, "word": " the", "probability": 0.91845703125}, {"start": 855.39, "end": 855.81, "word": " times.", "probability": 0.8056640625}, {"start": 857.29, "end": 857.89, "word": " All", "probability": 0.87548828125}, {"start": 857.89, "end": 858.61, "word": " the", "probability": 0.85888671875}, {"start": 858.61, "end": 858.97, "word": " times.", "probability": 0.8974609375}], "temperature": 1.0}, {"id": 31, "seek": 88451, "start": 859.71, "end": 884.51, "text": " So let's begin. So we are referring to it as Benefitizing an offering. In other words, Benefitizing means translating features of a product into benefits believed to be a value of or to the customer. And this value can be gained from benefits. Some mothers are going to say, this isn't clear. 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wants benefits, not what? The specification. The product is standardized when it is going to be sold and used by majority of customers. Remember this. Majority of customers. And there are no specific characteristics needed. We do not take care or we do not consider any characteristics or features. This isn't our priority. Where? 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It is going to be disadvantaged to use it. Simply because the standardized model Farah, it considers consumed products or services. 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So if you are going to talk about the cost, as Amna said, we are talking about a cheap cost for these products or services. So the standardized model is most appropriate when a product is standardized or when the benefits are the same for all customers. For all customers. 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So to sum up, we can write down one word, items and products and services which are offered by, for example, supermarkets. 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So the salesperson in the supermarkets and small groceries and shops they should depend on one model which is called standard rise model. Why? We are talking about products or services which are consumed by the majority or by all the people. 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So this is the model which should be implemented in these scenarios, which we called it standardized model. Clear? Let's go now to the second model. The second model, we are going of course to delete this word and we are going to write another word, but after a while.", "tokens": [492, 366, 406, 1417, 466, 3997, 2590, 295, 5763, 11, 457, 264, 6851, 366, 588, 2199, 13, 407, 341, 307, 264, 2316, 597, 820, 312, 12270, 294, 613, 15077, 11, 597, 321, 1219, 309, 31677, 2316, 13, 14993, 30, 961, 311, 352, 586, 281, 264, 1150, 2316, 13, 440, 1150, 2316, 11, 321, 366, 516, 295, 1164, 281, 12097, 341, 1349, 293, 321, 366, 516, 281, 2464, 1071, 1349, 11, 457, 934, 257, 1339, 13], "avg_logprob": -0.20672286321458064, "compression_ratio": 1.6728971962616823, "no_speech_prob": 0.0, "words": [{"start": 1052.0, "end": 1052.22, "word": " We", "probability": 0.640625}, {"start": 1052.22, "end": 1052.36, "word": " are", "probability": 0.8408203125}, {"start": 1052.36, "end": 1052.5, "word": " not", "probability": 0.92431640625}, {"start": 1052.5, "end": 1052.78, "word": " talking", "probability": 0.81689453125}, {"start": 1052.78, "end": 1053.26, 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The Need Satisfaction, it is oriented at discovering or to discovering and meeting customer needs. This is the keyword. What do you need? So, needs discovery is achieved by skillfully asking questions that will enlist customer buying needs. Here remember, the customer is confused,", "tokens": [1692, 321, 366, 1417, 466, 257, 2316, 597, 307, 1219, 16984, 5344, 4937, 2894, 13, 440, 16984, 5344, 4937, 2894, 11, 309, 307, 21841, 412, 24773, 420, 281, 24773, 293, 3440, 5474, 2203, 13, 639, 307, 264, 20428, 13, 708, 360, 291, 643, 30, 407, 11, 2203, 12114, 307, 11042, 538, 5389, 2277, 3365, 1651, 300, 486, 465, 8264, 5474, 6382, 2203, 13, 1692, 1604, 11, 264, 5474, 307, 9019, 11], "avg_logprob": -0.2239583378864659, "compression_ratio": 1.6635071090047393, "no_speech_prob": 0.0, "words": [{"start": 1080.13, "end": 1080.59, "word": " Here", "probability": 0.6103515625}, {"start": 1080.59, "end": 1080.79, "word": " we", "probability": 0.642578125}, {"start": 1080.79, "end": 1080.93, "word": " are", "probability": 0.88330078125}, {"start": 1080.93, "end": 1081.21, "word": " talking", "probability": 0.826171875}, {"start": 1081.21, "end": 1081.51, "word": " about", "probability": 0.9072265625}, {"start": 1081.51, "end": 1081.67, 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So this customer needs a help, and this help will be offered by the salesperson. 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This is where in the need satisfaction model. But in the standardized model, the salesperson is presenting. 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And we didn't say majority of the people or all the people. Also, it is appropriate for consultative types. 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Okay give me a minute, give me a minute. Why we are saying a pharmacy often includes a model which is called need satisfaction? 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Number one, the patient or the customer. The customer might be a patient. He or she does not know how to diagnose what they need. Second, we are talking about what? Specific people who are suffering from specific need or who need to satisfy specific need. 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For these three major reasons, the pharmacy or pharmacists, they are considered to be a good example for representing needs satisfaction model. Your question, your comments. We do not want to use a problem. 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Are we talking about other examples? We can talk about millions of examples. Okay? Clear? Let's go to the final now. The final and the third model in today's class, we would like to talk about something called problem-solution model.", "tokens": [407, 1400, 11, 9814, 13, 10367, 11, 341, 307, 4888, 281, 312, 257, 665, 1365, 337, 13460, 643, 18715, 2316, 13, 2014, 321, 1417, 466, 661, 5110, 30, 492, 393, 751, 466, 6803, 295, 5110, 13, 1033, 30, 14993, 30, 961, 311, 352, 281, 264, 2572, 586, 13, 440, 2572, 293, 264, 2636, 2316, 294, 965, 311, 1508, 11, 321, 576, 411, 281, 751, 466, 746, 1219, 1154, 12, 82, 3386, 2316, 13], "avg_logprob": -0.23163006595663121, "compression_ratio": 1.5509259259259258, "no_speech_prob": 0.0, "words": [{"start": 1297.47, "end": 1297.75, "word": " So", "probability": 0.81787109375}, {"start": 1297.75, "end": 1298.15, "word": " far,", "probability": 0.89599609375}, {"start": 1298.27, "end": 1298.37, "word": " Mrs.", "probability": 0.65869140625}, {"start": 1298.47, "end": 1298.71, "word": " Herr,", "probability": 0.149658203125}, {"start": 1299.39, "end": 1299.63, "word": " 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Listen, the scenario of sales is very complex and complicated. It is more complicated than the scenario of sales under need satisfaction model.", "tokens": [1545, 321, 994, 380, 764, 264, 1349, 1154, 294, 264, 643, 18715, 2316, 30, 7501, 11, 264, 9005, 295, 5763, 307, 588, 3997, 293, 6179, 13, 467, 307, 544, 6179, 813, 264, 9005, 295, 5763, 833, 643, 18715, 2316, 13], "avg_logprob": -0.2766768234532054, "compression_ratio": 1.623076923076923, "no_speech_prob": 0.0, "words": [{"start": 1325.39, "end": 1325.85, "word": " Why", "probability": 0.6474609375}, {"start": 1325.85, "end": 1326.05, "word": " we", "probability": 0.81591796875}, {"start": 1326.05, "end": 1326.39, "word": " didn't", "probability": 0.860107421875}, {"start": 1326.39, "end": 1326.69, "word": " use", "probability": 0.84130859375}, {"start": 1326.69, "end": 1326.87, "word": " the", "probability": 0.8916015625}, {"start": 1326.87, "end": 1327.35, "word": " word", "probability": 0.89794921875}, {"start": 1327.35, "end": 1327.93, "word": " problem", "probability": 0.5947265625}, {"start": 1327.93, "end": 1329.31, "word": " in", "probability": 0.8544921875}, {"start": 1329.31, "end": 1329.45, "word": " the", "probability": 0.69189453125}, {"start": 1329.45, "end": 1329.53, "word": " need", "probability": 0.69873046875}, {"start": 1329.53, "end": 1330.05, "word": " satisfaction", "probability": 0.826171875}, {"start": 1330.05, "end": 1330.35, "word": " model?", "probability": 0.38232421875}, {"start": 1330.87, "end": 1331.19, "word": " Listen,", "probability": 0.59765625}, {"start": 1332.41, "end": 1332.73, "word": " the", "probability": 0.771484375}, {"start": 1332.73, "end": 1333.31, "word": " scenario", "probability": 0.8662109375}, {"start": 1333.31, "end": 1334.41, "word": " of", "probability": 0.533203125}, {"start": 1334.41, "end": 1334.93, "word": " sales", "probability": 0.9111328125}, {"start": 1334.93, "end": 1335.39, "word": " is", "probability": 0.76953125}, {"start": 1335.39, "end": 1335.75, "word": " very", "probability": 0.83349609375}, {"start": 1335.75, "end": 1336.35, "word": " complex", "probability": 0.80517578125}, {"start": 1336.35, "end": 1336.55, "word": " and", "probability": 0.68701171875}, {"start": 1336.55, "end": 1337.43, "word": " complicated.", "probability": 0.469482421875}, {"start": 1341.35, "end": 1342.23, "word": " It", "probability": 0.75390625}, {"start": 1342.23, "end": 1342.37, "word": " is", "probability": 0.69873046875}, {"start": 1342.37, "end": 1342.59, "word": " more", "probability": 0.73193359375}, {"start": 1342.59, "end": 1343.11, "word": " complicated", "probability": 0.923828125}, {"start": 1343.11, "end": 1343.65, "word": " than", "probability": 0.923828125}, {"start": 1343.65, "end": 1344.41, "word": " the", "probability": 0.88623046875}, {"start": 1344.41, "end": 1344.81, "word": " scenario", "probability": 0.84375}, {"start": 1344.81, "end": 1345.03, "word": " of", "probability": 0.9521484375}, {"start": 1345.03, "end": 1345.35, "word": " sales", "probability": 0.884765625}, {"start": 1345.35, "end": 1345.89, "word": " under", "probability": 0.8251953125}, {"start": 1345.89, "end": 1346.33, "word": " need", "probability": 0.498291015625}, {"start": 1346.33, "end": 1346.77, "word": " satisfaction", "probability": 0.85546875}, {"start": 1346.77, "end": 1347.05, "word": " model.", "probability": 0.91455078125}], "temperature": 1.0}, {"id": 49, "seek": 137273, "start": 1349.75, "end": 1372.73, "text": " So, it is similar to the need satisfaction model in one thing which is both of them they are going to make analysis of the customer's circumstances. What's the meaning of both of them? The model of a problem solution and the model of need satisfaction. Both of them they are using analysis of each customer's circumstances.", "tokens": [407, 11, 309, 307, 2531, 281, 264, 643, 18715, 2316, 294, 472, 551, 597, 307, 1293, 295, 552, 436, 366, 516, 281, 652, 5215, 295, 264, 5474, 311, 9121, 13, 708, 311, 264, 3620, 295, 1293, 295, 552, 30, 440, 2316, 295, 257, 1154, 3827, 293, 264, 2316, 295, 643, 18715, 13, 6767, 295, 552, 436, 366, 1228, 5215, 295, 1184, 5474, 311, 9121, 13], "avg_logprob": -0.22431345148520035, "compression_ratio": 1.8514285714285714, "no_speech_prob": 0.0, "words": [{"start": 1349.75, "end": 1350.25, "word": " So,", "probability": 0.7236328125}, {"start": 1350.43, "end": 1350.61, "word": " it", "probability": 0.91015625}, {"start": 1350.61, "end": 1350.79, "word": " is", "probability": 0.85888671875}, {"start": 1350.79, "end": 1351.15, "word": " similar", "probability": 0.93603515625}, {"start": 1351.15, "end": 1352.09, "word": " to", "probability": 0.9677734375}, {"start": 1352.09, "end": 1352.27, "word": " the", 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Why? Because the problem solution is based on more formal studies. Focus on the word formal studies, which means research, which means more time, more effort. So the situation of sales is going to be exactly very complex. Very complex. 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Also, we should get what? A permission from the customer not to give him a recommended solution, but also to research this problem from the very beginning. To research this problem from the very beginning. So this selling model usually involves significant dollar expenditures. So we are talking also about what?", "tokens": [407, 264, 5474, 311, 6916, 293, 341, 2203, 281, 483, 5474, 11226, 281, 6018, 13, 2743, 11, 321, 820, 483, 437, 30, 316, 11226, 490, 264, 5474, 406, 281, 976, 796, 257, 9628, 3827, 11, 457, 611, 281, 2132, 341, 1154, 490, 264, 588, 2863, 13, 1407, 2132, 341, 1154, 490, 264, 588, 2863, 13, 407, 341, 6511, 2316, 2673, 11626, 4776, 7241, 46381, 13, 407, 321, 366, 1417, 611, 466, 437, 30], "avg_logprob": -0.2278293900795885, "compression_ratio": 1.8372093023255813, "no_speech_prob": 0.0, "words": [{"start": 1403.49, "end": 1403.97, "word": " So", "probability": 0.7109375}, {"start": 1403.97, "end": 1404.33, "word": " the", "probability": 0.394287109375}, {"start": 1404.33, "end": 1404.83, "word": " customer's", "probability": 0.566162109375}, {"start": 1404.83, "end": 1405.17, "word": " operation", "probability": 0.8408203125}, {"start": 1405.17, "end": 1405.45, "word": " and", "probability": 0.68115234375}, {"start": 1405.45, "end": 1405.65, 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This is very important. 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But why? Because we said we are talking about what? Expensive, very expensive sales. So let's repeat it once again. So in the standardized model of sales, we are referring to all people or majority of people. In need satisfaction, we are talking about specific people who are having specific needs. 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Now listen, let's for example talk about this thing. What is the problem here? Advertisement campaigns. Listen, in 1950 there was an European company which was called Saab. 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Why? Simply because we were talking about the second and the first world war. The whole countries demanded aggressively to possess and own fighter jets. 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Early 1990s. The company in the middle of 1990, it closed its own doors. It vanished. Now, why it vanished, the management didn't know the answer. 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In spite of this, the sales volume declined continuously. Management didn't know what is the problem with their own product. 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They didn't know what is the problem, why customers are no longer aggressively consuming and buying SAP cars. Later on, researchers found that there was a problem with their own advertisement campaigns. 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This is a realistic story. Because of this, remember when we are talking about a problem solution, we are referring to a very complex sales situation which requires time, study, research, effort, recommendation and it's very costly. Because of this, we are saying problem solution is completely different from need satisfaction model.", "tokens": [814, 994, 380, 420, 436, 645, 406, 1075, 281, 36238, 264, 1154, 787, 934, 436, 5395, 641, 1065, 2237, 13, 639, 307, 257, 12465, 1657, 13, 1436, 295, 341, 11, 1604, 562, 321, 366, 1417, 466, 257, 1154, 3827, 11, 321, 366, 13761, 281, 257, 588, 3997, 5763, 2590, 597, 7029, 565, 11, 2979, 11, 2132, 11, 4630, 11, 11879, 293, 309, 311, 588, 28328, 13, 1436, 295, 341, 11, 321, 366, 1566, 1154, 3827, 307, 2584, 819, 490, 643, 18715, 2316, 13], "avg_logprob": -0.1869419641083195, "compression_ratio": 1.7261904761904763, "no_speech_prob": 0.0, "words": [{"start": 1937.47, "end": 1937.75, "word": " They", "probability": 0.4287109375}, {"start": 1937.75, "end": 1938.25, "word": " didn't", "probability": 0.84326171875}, {"start": 1938.25, "end": 1938.39, "word": " or", "probability": 0.85400390625}, {"start": 1938.39, "end": 1938.53, "word": " they", "probability": 0.72607421875}, 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Any questions and comments? So let's sum up, we are talking about three models, number one standardized, number two need assessment, and number three, all of them are completely different. We as a salesperson, we should pick up a model which fits our sales scenario, our sales situation. 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We mentioned this model is similar to the previous model in one thing. Both of them they need what? 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So these are the major competencies which we will focus on on today's class. Let's begin talking about the strategic action competency. 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Like what? Strategy means what? Excellent. Excellent. This is true. 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And finally, we have to draw the strategy based on our future goals. This is the meaning of the strategy. How we are going to look at the past? This means we are going to look about the things which we have accomplished or we didn't accomplish. We have to look at our data or information or past experiences. 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This is the meaning of the strategy. Also, if you are going to talk about strategy, the strategy will be founded on other factors. 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Okay, let's move to another thing also under strategic action competency. Under the strategic competency, we are going to talk about understanding organization. We would like to understand our vision over all the strategy and goals of the organization. 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Now, look at here. What does it mean to marshal organizational resources? Manage. Manage. What are the organizational resources? Human resources. Human resources. Financial resources. Financial resources. Infrastructure resources. Infrastructure resources. Information resources and so on. So all these are resources. Should we use them or utilize them in our strategy? 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The first one, we would like to talk about authority. On the second one, we are going to compare between the two regarding the horizon of time. 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For example, heads of the department, officers of the department. 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So these are the major differences between the tactical planning along with the operational planning. Both of them are apart and parcel from our strategy. Any questions or comments about this? Now we are going to move to the second category or second competency. 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We said coaching includes training, learning, guidance and motivation. Now regarding the coaching, if you would like to have a successful sales agency or firm, all the time remember we have to coach our team members.", "tokens": [1018, 321, 848, 294, 264, 3894, 5359, 11, 437, 630, 321, 584, 466, 15818, 30, 492, 848, 15818, 5974, 3097, 11, 2539, 11, 10056, 293, 12335, 13, 823, 8595, 264, 15818, 11, 498, 291, 576, 411, 281, 362, 257, 4406, 5763, 7934, 420, 6174, 11, 439, 264, 565, 1604, 321, 362, 281, 6560, 527, 1469, 2679, 13], "avg_logprob": -0.18157327149448724, "compression_ratio": 1.5240641711229947, "no_speech_prob": 0.0, "words": [{"start": 809.39, "end": 809.73, "word": " As", "probability": 0.56103515625}, {"start": 809.73, "end": 809.89, "word": " we", "probability": 0.93896484375}, {"start": 809.89, "end": 810.15, "word": " said", "probability": 0.92626953125}, {"start": 810.15, "end": 810.33, "word": " in", "probability": 0.92138671875}, {"start": 810.33, "end": 810.45, "word": " the", "probability": 0.67578125}, {"start": 810.45, "end": 810.65, "word": " previous", "probability": 0.8515625}, {"start": 810.65, "end": 811.05, "word": " classes,", "probability": 0.765625}, {"start": 811.15, "end": 811.25, "word": " what", "probability": 0.8193359375}, {"start": 811.25, "end": 811.37, "word": " did", "probability": 0.9365234375}, {"start": 811.37, "end": 811.47, "word": " we", "probability": 0.958984375}, {"start": 811.47, "end": 811.63, "word": " say", "probability": 0.94580078125}, {"start": 811.63, "end": 811.85, "word": " about", "probability": 0.90234375}, {"start": 811.85, "end": 812.17, "word": " coaching?", "probability": 0.955078125}, {"start": 812.87, "end": 813.01, "word": " We", "probability": 0.841796875}, {"start": 813.01, "end": 813.25, "word": " said", "probability": 0.9443359375}, {"start": 813.25, "end": 813.67, "word": " coaching", "probability": 0.908203125}, {"start": 813.67, "end": 814.21, "word": " includes", "probability": 0.89013671875}, {"start": 814.21, "end": 814.75, "word": " training,", "probability": 0.87841796875}, {"start": 815.79, "end": 816.75, "word": " learning,", "probability": 0.92578125}, {"start": 817.13, "end": 817.93, "word": " guidance", "probability": 0.97607421875}, {"start": 817.93, "end": 819.31, "word": " and", "probability": 0.67041015625}, {"start": 819.31, "end": 819.87, "word": " motivation.", "probability": 0.5810546875}, {"start": 820.81, "end": 821.33, "word": " Now", "probability": 0.3876953125}, {"start": 821.33, "end": 822.11, "word": " regarding", "probability": 0.5859375}, {"start": 822.11, "end": 822.33, "word": " the", "probability": 0.51171875}, {"start": 822.33, "end": 822.69, "word": " coaching,", "probability": 0.96875}, {"start": 824.03, "end": 824.37, "word": " if", "probability": 0.9052734375}, {"start": 824.37, "end": 824.55, "word": " you", "probability": 0.9638671875}, {"start": 824.55, "end": 824.75, "word": " would", "probability": 0.8779296875}, {"start": 824.75, "end": 825.05, "word": " like", "probability": 0.94140625}, {"start": 825.05, "end": 825.21, "word": " to", "probability": 0.9677734375}, {"start": 825.21, "end": 825.51, "word": " have", "probability": 0.94580078125}, {"start": 825.51, "end": 825.73, "word": " a", "probability": 0.99267578125}, {"start": 825.73, "end": 826.17, "word": " successful", "probability": 0.88427734375}, {"start": 826.17, "end": 826.59, "word": " sales", "probability": 0.86279296875}, {"start": 826.59, "end": 827.13, "word": " agency", "probability": 0.9453125}, {"start": 827.13, "end": 827.33, "word": " or", "probability": 0.91015625}, {"start": 827.33, "end": 827.79, "word": " firm,", "probability": 0.8935546875}, {"start": 828.49, "end": 829.01, "word": " all", "probability": 0.85400390625}, {"start": 829.01, "end": 829.17, "word": " the", "probability": 0.9169921875}, {"start": 829.17, "end": 829.39, "word": " time", "probability": 0.89453125}, {"start": 829.39, "end": 829.83, "word": " remember", "probability": 0.68603515625}, {"start": 829.83, "end": 830.09, "word": " we", "probability": 0.685546875}, {"start": 830.09, "end": 830.35, "word": " have", "probability": 0.93896484375}, {"start": 830.35, "end": 830.55, "word": " to", "probability": 0.96923828125}, {"start": 830.55, "end": 830.79, "word": " coach", "probability": 0.96337890625}, {"start": 830.79, "end": 831.05, "word": " our", "probability": 0.88232421875}, {"start": 831.05, "end": 831.25, "word": " team", "probability": 0.9873046875}, {"start": 831.25, "end": 831.63, "word": " members.", "probability": 0.82861328125}], "temperature": 1.0}, {"id": 32, "seek": 85849, "start": 832.43, "end": 858.49, "text": " How we are going to coach our team members? By providing them with a continuous verbal feedback. When we are saying verbal, we are referring to oral feedback. In other words, here we have to provide specific and continuous performance and selling skills feedback to our team members.", "tokens": [1012, 321, 366, 516, 281, 6560, 527, 1469, 2679, 30, 3146, 6530, 552, 365, 257, 10957, 24781, 5824, 13, 1133, 321, 366, 1566, 24781, 11, 321, 366, 13761, 281, 19338, 5824, 13, 682, 661, 2283, 11, 510, 321, 362, 281, 2893, 2685, 293, 10957, 3389, 293, 6511, 3942, 5824, 281, 527, 1469, 2679, 13], "avg_logprob": -0.1940340968695554, "compression_ratio": 1.6608187134502923, "no_speech_prob": 0.0, "words": [{"start": 832.43, "end": 832.83, "word": " How", "probability": 0.408935546875}, {"start": 832.83, "end": 833.09, "word": " we", "probability": 0.437255859375}, {"start": 833.09, "end": 833.23, "word": " are", "probability": 0.8369140625}, {"start": 833.23, "end": 833.47, "word": " going", "probability": 0.94677734375}, {"start": 833.47, "end": 833.73, "word": " to", "probability": 0.96435546875}, {"start": 833.73, "end": 833.99, "word": " coach", "probability": 0.9482421875}, {"start": 833.99, "end": 834.27, "word": " our", "probability": 0.86669921875}, {"start": 834.27, "end": 834.45, "word": " team", "probability": 0.97998046875}, {"start": 834.45, "end": 834.81, "word": " members?", "probability": 0.83349609375}, {"start": 834.93, "end": 835.25, "word": " By", "probability": 0.90234375}, {"start": 835.25, "end": 836.37, "word": " providing", "probability": 0.89453125}, {"start": 836.37, "end": 836.69, "word": " them", "probability": 0.90625}, {"start": 836.69, "end": 836.87, "word": " with", "probability": 0.8984375}, {"start": 836.87, "end": 837.01, "word": " a", "probability": 0.59619140625}, {"start": 837.01, "end": 837.61, "word": " continuous", "probability": 0.81298828125}, {"start": 837.61, "end": 838.31, "word": " verbal", "probability": 0.92333984375}, {"start": 838.31, "end": 838.91, "word": " feedback.", "probability": 0.90283203125}, {"start": 840.07, "end": 840.75, "word": " When", "probability": 0.85595703125}, {"start": 840.75, "end": 840.87, "word": " we", "probability": 0.96337890625}, {"start": 840.87, "end": 841.03, "word": " are", "probability": 0.84228515625}, {"start": 841.03, "end": 841.37, "word": " saying", "probability": 0.89306640625}, {"start": 841.37, "end": 841.85, "word": " verbal,", "probability": 0.87451171875}, {"start": 842.07, "end": 842.53, "word": " we", "probability": 0.9599609375}, {"start": 842.53, "end": 842.65, "word": " are", "probability": 0.91943359375}, {"start": 842.65, "end": 843.03, "word": " referring", "probability": 0.89599609375}, {"start": 843.03, "end": 843.33, "word": " to", "probability": 0.97509765625}, {"start": 843.33, "end": 843.67, "word": " oral", "probability": 0.9033203125}, {"start": 843.67, "end": 844.21, "word": " feedback.", "probability": 0.89111328125}, {"start": 845.81, "end": 846.49, "word": " In", "probability": 0.36865234375}, {"start": 846.49, "end": 848.53, "word": " other", "probability": 0.89111328125}, {"start": 848.53, "end": 849.05, "word": " words,", "probability": 0.87060546875}, {"start": 849.67, "end": 850.07, "word": " here", "probability": 0.62255859375}, {"start": 850.07, "end": 853.55, "word": " we", "probability": 0.623046875}, {"start": 853.55, "end": 853.77, "word": " have", "probability": 0.7841796875}, {"start": 853.77, "end": 853.91, "word": " to", "probability": 0.97021484375}, {"start": 853.91, "end": 854.29, "word": " provide", "probability": 0.96142578125}, {"start": 854.29, "end": 854.73, "word": " specific", "probability": 0.79345703125}, {"start": 854.73, "end": 854.99, "word": " and", "probability": 0.8935546875}, {"start": 854.99, "end": 855.39, "word": " continuous", "probability": 0.86865234375}, {"start": 855.39, "end": 855.97, "word": " performance", "probability": 0.90380859375}, {"start": 855.97, "end": 856.39, "word": " and", "probability": 0.888671875}, {"start": 856.39, "end": 856.69, "word": " selling", "probability": 0.468994140625}, {"start": 856.69, "end": 857.05, "word": " skills", "probability": 0.86865234375}, {"start": 857.05, "end": 857.47, "word": " feedback", "probability": 0.88525390625}, {"start": 857.47, "end": 857.75, "word": " to", "probability": 0.927734375}, {"start": 857.75, "end": 857.97, "word": " our", "probability": 0.8701171875}, {"start": 857.97, "end": 858.15, "word": " team", "probability": 0.9853515625}, {"start": 858.15, "end": 858.49, "word": " members.", "probability": 0.828125}], "temperature": 1.0}, {"id": 33, "seek": 88770, "start": 859.32, "end": 887.7, "text": " In addition, we have to build a feeling of appreciation and recognition by taking the time to acknowledge a job still done, an effort beyond the call of duty or an important victory. Finally, we have to reinforce successes and nice tries to support desirable behaviors. A part of the coaching is motivation. Let's give example. Imagine somebody is working with us as a seller.", "tokens": [682, 4500, 11, 321, 362, 281, 1322, 257, 2633, 295, 18909, 293, 11150, 538, 1940, 264, 565, 281, 10692, 257, 1691, 920, 1096, 11, 364, 4630, 4399, 264, 818, 295, 9776, 420, 364, 1021, 9812, 13, 6288, 11, 321, 362, 281, 22634, 26101, 293, 1481, 9898, 281, 1406, 30533, 15501, 13, 316, 644, 295, 264, 15818, 307, 12335, 13, 961, 311, 976, 1365, 13, 11739, 2618, 307, 1364, 365, 505, 382, 257, 23600, 13], "avg_logprob": -0.14979166467984517, "compression_ratio": 1.551440329218107, "no_speech_prob": 0.0, "words": [{"start": 859.32, "end": 859.6, "word": " In", "probability": 0.90869140625}, {"start": 859.6, "end": 859.94, "word": " addition,", "probability": 0.95166015625}, {"start": 860.1, "end": 860.14, "word": " we", "probability": 0.9560546875}, {"start": 860.14, "end": 860.3, "word": " have", "probability": 0.919921875}, {"start": 860.3, "end": 860.44, "word": " to", "probability": 0.96630859375}, {"start": 860.44, "end": 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acknowledge", "probability": 0.916015625}, {"start": 864.76, "end": 864.96, "word": " a", "probability": 0.98779296875}, {"start": 864.96, "end": 865.12, "word": " job", "probability": 0.97607421875}, {"start": 865.12, "end": 865.32, "word": " still", "probability": 0.4482421875}, {"start": 865.32, "end": 865.64, "word": " done,", "probability": 0.93115234375}, {"start": 866.32, "end": 866.46, "word": " an", "probability": 0.91552734375}, {"start": 866.46, "end": 866.84, "word": " effort", "probability": 0.9404296875}, {"start": 866.84, "end": 867.28, "word": " beyond", "probability": 0.88427734375}, {"start": 867.28, "end": 867.58, "word": " the", "probability": 0.8935546875}, {"start": 867.58, "end": 867.92, "word": " call", "probability": 0.66357421875}, {"start": 867.92, "end": 868.08, "word": " of", "probability": 0.97509765625}, {"start": 868.08, "end": 868.42, "word": " duty", "probability": 0.90185546875}, {"start": 868.42, "end": 868.74, "word": " or", "probability": 0.7041015625}, {"start": 868.74, "end": 868.96, "word": " an", "probability": 0.94091796875}, {"start": 868.96, "end": 869.38, "word": " important", "probability": 0.90087890625}, {"start": 869.38, "end": 869.9, "word": " victory.", "probability": 0.869140625}, {"start": 870.98, "end": 871.44, "word": " Finally,", "probability": 0.69873046875}, {"start": 871.68, "end": 871.96, "word": " we", "probability": 0.95849609375}, {"start": 871.96, "end": 872.14, "word": " have", "probability": 0.9306640625}, {"start": 872.14, "end": 872.24, "word": " to", "probability": 0.9697265625}, {"start": 872.24, "end": 872.64, "word": " reinforce", "probability": 0.9345703125}, {"start": 872.64, "end": 873.2, "word": " successes", "probability": 0.8388671875}, {"start": 873.2, "end": 873.56, "word": " and", "probability": 0.9365234375}, {"start": 873.56, "end": 873.78, "word": " nice", "probability": 0.8095703125}, {"start": 873.78, "end": 874.24, "word": " tries", "probability": 0.8525390625}, {"start": 874.24, "end": 874.78, "word": " to", "probability": 0.92626953125}, {"start": 874.78, "end": 875.22, "word": " support", "probability": 0.99365234375}, {"start": 875.22, "end": 875.68, "word": " desirable", "probability": 0.91064453125}, {"start": 875.68, "end": 876.2, "word": " behaviors.", "probability": 0.64697265625}, {"start": 876.98, "end": 877.62, "word": " A", "probability": 0.78564453125}, {"start": 877.62, "end": 879.66, "word": " part", "probability": 0.90673828125}, {"start": 879.66, "end": 879.82, "word": " of", "probability": 0.966796875}, {"start": 879.82, "end": 879.96, "word": " the", "probability": 0.5166015625}, {"start": 879.96, "end": 880.32, "word": " coaching", "probability": 0.96875}, {"start": 880.32, "end": 880.94, "word": " is", "probability": 0.90673828125}, {"start": 880.94, "end": 881.48, "word": " motivation.", "probability": 0.9228515625}, {"start": 883.42, "end": 883.74, "word": " Let's", "probability": 0.914306640625}, {"start": 883.74, "end": 883.9, "word": " give", "probability": 0.83935546875}, {"start": 883.9, "end": 884.4, "word": " example.", "probability": 0.55029296875}, {"start": 885.32, "end": 885.8, "word": " Imagine", "probability": 0.859375}, {"start": 885.8, "end": 886.24, "word": " somebody", "probability": 0.8330078125}, {"start": 886.24, "end": 886.5, "word": " is", "probability": 0.92822265625}, {"start": 886.5, "end": 886.78, "word": " working", "probability": 0.89404296875}, {"start": 886.78, "end": 887.0, "word": " with", "probability": 0.8994140625}, {"start": 887.0, "end": 887.22, "word": " us", "probability": 0.9365234375}, {"start": 887.22, "end": 887.4, "word": " as", "probability": 0.95703125}, {"start": 887.4, "end": 887.5, "word": " a", "probability": 0.962890625}, {"start": 887.5, "end": 887.7, "word": " seller.", "probability": 0.79736328125}], "temperature": 1.0}, {"id": 34, "seek": 90991, "start": 888.79, "end": 909.91, "text": " Let's return back to Alaa or Alaa as example. If you are going to tell Alaa that our strategy is to achieve or to increase our sales percentage to be more than or 10% for the coming three months, October, November, December 2012.", "tokens": [961, 311, 2736, 646, 281, 46289, 64, 420, 46289, 64, 382, 1365, 13, 759, 291, 366, 516, 281, 980, 46289, 64, 300, 527, 5206, 307, 281, 4584, 420, 281, 3488, 527, 5763, 9668, 281, 312, 544, 813, 420, 1266, 4, 337, 264, 1348, 1045, 2493, 11, 7617, 11, 7674, 11, 7687, 9125, 13], "avg_logprob": -0.2498553384233404, "compression_ratio": 1.4197530864197532, "no_speech_prob": 0.0, "words": [{"start": 888.79, "end": 889.21, "word": " Let's", "probability": 0.6661376953125}, {"start": 889.21, "end": 889.49, "word": " return", "probability": 0.54443359375}, {"start": 889.49, "end": 889.95, "word": " back", "probability": 0.66259765625}, {"start": 889.95, "end": 890.61, "word": " to", "probability": 0.96533203125}, {"start": 890.61, "end": 891.07, "word": " Alaa", "probability": 0.6641845703125}, {"start": 891.07, "end": 891.53, "word": " or", "probability": 0.438232421875}, {"start": 891.53, "end": 891.79, "word": " Alaa", "probability": 0.793212890625}, {"start": 891.79, "end": 891.93, "word": " as", "probability": 0.74365234375}, {"start": 891.93, "end": 892.39, "word": " example.", "probability": 0.61083984375}, {"start": 894.03, "end": 894.35, "word": " If", "probability": 0.90869140625}, {"start": 894.35, "end": 894.45, "word": " you", "probability": 0.630859375}, {"start": 894.45, "end": 894.59, "word": " are", "probability": 0.75341796875}, {"start": 894.59, "end": 894.85, "word": " going", "probability": 0.93310546875}, {"start": 894.85, "end": 895.03, "word": " to", "probability": 0.97021484375}, {"start": 895.03, "end": 895.23, "word": " tell", "probability": 0.8642578125}, {"start": 895.23, "end": 895.67, "word": " Alaa", "probability": 0.902587890625}, {"start": 895.67, "end": 896.65, "word": " that", "probability": 0.84716796875}, {"start": 896.65, "end": 896.95, "word": " our", "probability": 0.84814453125}, {"start": 896.95, "end": 897.41, "word": " strategy", "probability": 0.869140625}, {"start": 897.41, "end": 897.97, "word": " is", "probability": 0.94580078125}, {"start": 897.97, "end": 898.61, "word": " to", "probability": 0.95166015625}, {"start": 898.61, "end": 899.15, "word": " achieve", "probability": 0.84716796875}, {"start": 899.15, "end": 899.39, "word": " or", "probability": 0.90771484375}, {"start": 899.39, "end": 899.53, "word": " to", "probability": 0.78515625}, {"start": 899.53, "end": 899.91, "word": " increase", "probability": 0.859375}, {"start": 899.91, "end": 900.21, "word": " our", "probability": 0.873046875}, {"start": 900.21, "end": 900.71, "word": " sales", "probability": 0.93212890625}, {"start": 900.71, "end": 901.77, "word": " percentage", "probability": 0.8291015625}, {"start": 901.77, "end": 901.97, "word": " to", "probability": 0.91015625}, {"start": 901.97, "end": 902.09, "word": " be", "probability": 0.9140625}, {"start": 902.09, "end": 902.29, "word": " more", "probability": 0.93701171875}, {"start": 902.29, "end": 902.53, "word": " than", "probability": 0.94775390625}, {"start": 902.53, "end": 902.71, "word": " or", "probability": 0.77734375}, {"start": 902.71, "end": 902.95, "word": " 10", "probability": 0.77490234375}, {"start": 902.95, "end": 903.43, "word": "%", "probability": 0.677734375}, {"start": 903.43, "end": 904.75, "word": " for", "probability": 0.916015625}, {"start": 904.75, "end": 904.99, "word": " the", "probability": 0.91845703125}, {"start": 904.99, "end": 905.25, "word": " coming", "probability": 0.86376953125}, {"start": 905.25, "end": 905.55, "word": " three", "probability": 0.73828125}, {"start": 905.55, "end": 905.91, "word": " months,", "probability": 0.81689453125}, {"start": 906.49, "end": 906.91, "word": " October,", "probability": 0.79150390625}, {"start": 907.73, "end": 908.19, "word": " November,", "probability": 0.8798828125}, {"start": 908.75, "end": 909.23, "word": " December", "probability": 0.8232421875}, {"start": 909.23, "end": 909.91, "word": " 2012.", "probability": 0.7958984375}], "temperature": 1.0}, {"id": 35, "seek": 93765, "start": 910.89, "end": 937.65, "text": " And after the end of this month, we found that Alaa was able to achieve or to exceed this goal by having something called 11% of this goal. Is this an indicator that Walaa's performance is good or excellent? Yes. Is it okay? It's very okay. Should we appreciate and acknowledge her work? Of course.", "tokens": [400, 934, 264, 917, 295, 341, 1618, 11, 321, 1352, 300, 46289, 64, 390, 1075, 281, 4584, 420, 281, 14048, 341, 3387, 538, 1419, 746, 1219, 2975, 4, 295, 341, 3387, 13, 1119, 341, 364, 16961, 300, 9707, 4332, 311, 3389, 307, 665, 420, 7103, 30, 1079, 13, 1119, 309, 1392, 30, 467, 311, 588, 1392, 13, 6454, 321, 4449, 293, 10692, 720, 589, 30, 2720, 1164, 13], "avg_logprob": -0.2087862327478934, "compression_ratio": 1.4444444444444444, "no_speech_prob": 0.0, "words": [{"start": 910.89, "end": 911.17, "word": " And", "probability": 0.225830078125}, {"start": 911.17, "end": 911.45, "word": " after", "probability": 0.80029296875}, {"start": 911.45, "end": 911.67, "word": " the", "probability": 0.86962890625}, {"start": 911.67, "end": 911.83, "word": " end", "probability": 0.8935546875}, {"start": 911.83, "end": 911.95, "word": " of", "probability": 0.96923828125}, {"start": 911.95, "end": 912.13, "word": " this", "probability": 0.88671875}, {"start": 912.13, "end": 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She will be motivated and she will continue the excellent work. What do you think her behavior is going to look like in the future? Also, she is going to double her work in order to exceed or to increase her sales percentage or achievements, which happened in the past.", "tokens": [759, 291, 366, 516, 281, 4449, 293, 10692, 720, 589, 11, 437, 307, 264, 2712, 295, 341, 5223, 322, 264, 5133, 293, 264, 3797, 295, 257, 3525, 4006, 411, 9707, 4332, 30, 1240, 486, 312, 14515, 293, 750, 486, 2354, 264, 7103, 589, 13, 708, 360, 291, 519, 720, 5223, 307, 516, 281, 574, 411, 294, 264, 2027, 30, 2743, 11, 750, 307, 516, 281, 3834, 720, 589, 294, 1668, 281, 14048, 420, 281, 3488, 720, 5763, 9668, 420, 21420, 11, 597, 2011, 294, 264, 1791, 13], "avg_logprob": -0.17711292308839885, "compression_ratio": 1.7073170731707317, "no_speech_prob": 0.0, "words": [{"start": 938.62, "end": 938.96, "word": " If", "probability": 0.56103515625}, {"start": 938.96, "end": 939.06, "word": " you", "probability": 0.90625}, {"start": 939.06, "end": 939.16, "word": " are", "probability": 0.73974609375}, {"start": 939.16, "end": 939.38, "word": " 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Do you think she is going to be more motivated in the next times? We do not think so. She is going to be depressed and frustrated. Why? Because her performance and achievement was not welcomed or prized. 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In other words, while we are going to manage the other members of the team, we should not teach them through decrees. What's the meaning of decree? Laws. This is the policy. 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This is his procedure. 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Of course not. He is giving us a very bad example. Tab what do you think? Is this going to be reflected on the mood and the behaviors of the rest members of the team? Of course. They are going to say our manager is talking but unfortunately he isn't walking the talking. He isn't walking the talking. 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Now let's go to another thing. Let's talk about something called trust building. Now this is or the trust building under the coaching. All the time remember we have to maintain good rapport. What's good rapport? 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What is the meaning of this? This means as follows. Look at here. All organizations and as we studied before, they are going to be hierarched into three levels. 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Now, generally, the flow of communication is going to be in one direction. 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Because of this, we are saying this is one-way communication rather than two-way communication. 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In this way, we are going to have two-way communication. Somebody is going to say, is this influencing the spirit of the team? Of course. Let's give example. 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And this is going to encourage us to continue working with open heart and mind in this organization. Why? Because we have a full membership within this organization. But if you are going to work under one-way communication, this membership will not be complete. Okay? Any question? Any comments? Any suggestion? 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Now let's talk about designing teams. All the time remember, if the sales agency would like to succeed in its work, this means senior managers must be able to hire the best members who can work according to the spirit of a team. According to the spirit of a team. Somebody is going to say, all people can work within teams. 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Well, this thing is something disadvantage for you, especially if you are talking about current management. 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But we have to add another word. We are talking about equity. We are talking about fairness. Let's give an example. Vlad and Hanin, both of them are colleagues and they are working within one team. 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Also coordinate team activities with the requirements of functional areas within the organization. So all these things are tips and advices for managers in order to reinforce something called designing sales teams. Any questions? Any comments about this? Continuing with the team building, let's talk about creating supportive environment. 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What's the meaning of the word dynamics? Exactly. It is mobilized, it is changeable all the time. It means what? We have to understand the strengths and weaknesses of the team members and using their strengths to accomplish tasks as a team, once again. Also, facilitate cooperative behavior and keep the team moving towards its goals. 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Let's give example. Imagine Fatin and Iman, both of them they are working within a sales team. You as a manager, you must be able to analyze the personalities of each staff members, of each staff members. 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Okay, let's go to the final competency. The final competency for today's class, we are going to talk about something called self-management. Remember, if I'm going to say self-management, whenever we are going to listen to this word or to this phrase, you are going to connect it with words like, what is it? 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Responsibility. So what do we understand from these words? We are understanding from these words that nowadays members of the team should not wait till orders will be given to them. 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Or don't be just a recipient of instructions. Work nowadays isn't done through this way. 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Or justify your behavior? If this staff member knows that his management or her management is trusted, open-minded, and they ensure self-assurance and self-management, the employee directly will say, I am sorry and I am apologizing. 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You should expect this result.", "tokens": [7504, 11, 613, 721, 820, 406, 312, 31365, 13, 492, 820, 22634, 746, 1219, 17131, 11, 2698, 12, 28930, 2841, 11, 2698, 12, 1601, 11129, 11, 3485, 281, 13447, 300, 321, 366, 26659, 8038, 13, 759, 264, 4592, 307, 516, 281, 8327, 613, 22467, 11, 321, 486, 22634, 264, 2633, 295, 3361, 365, 264, 6619, 13, 509, 820, 2066, 341, 1874, 13], "avg_logprob": -0.10881696499529339, "compression_ratio": 1.6394230769230769, "no_speech_prob": 0.0, "words": [{"start": 2189.12, "end": 2189.7, "word": " Therefore,", "probability": 0.77392578125}, {"start": 2189.88, "end": 2190.1, "word": " these", "probability": 0.84130859375}, {"start": 2190.1, "end": 2190.54, "word": " things", "probability": 0.83740234375}, {"start": 2190.54, "end": 2190.92, "word": " should", "probability": 0.95947265625}, {"start": 2190.92, "end": 2191.12, "word": " not", "probability": 0.93115234375}, {"start": 2191.12, "end": 2191.32, "word": " be", "probability": 0.95458984375}, {"start": 2191.32, "end": 2191.96, "word": " reinforced.", "probability": 0.912109375}, {"start": 2192.78, "end": 2192.9, "word": " We", "probability": 0.92578125}, {"start": 2192.9, "end": 2193.1, "word": " should", "probability": 0.962890625}, {"start": 2193.1, "end": 2193.68, "word": " reinforce", "probability": 0.9443359375}, {"start": 2193.68, "end": 2194.06, "word": " something", "probability": 0.82421875}, {"start": 2194.06, "end": 2194.28, "word": " called", "probability": 0.9072265625}, {"start": 2194.28, "end": 2195.04, "word": " transparency,", "probability": 0.73193359375}, {"start": 2196.08, "end": 2196.3, "word": " self", "probability": 0.8525390625}, {"start": 2196.3, "end": 2197.1, "word": "-responsibility,", "probability": 0.86474609375}, {"start": 2197.8, "end": 2198.06, "word": " self", "probability": 0.8828125}, {"start": 2198.06, "end": 2198.62, "word": "-management,", "probability": 0.9544270833333334}, {"start": 2199.12, "end": 2199.5, "word": " ability", "probability": 0.88232421875}, {"start": 2199.5, "end": 2199.72, "word": " to", "probability": 0.9736328125}, {"start": 2199.72, "end": 2200.22, "word": " convince", "probability": 0.97265625}, {"start": 2200.22, "end": 2200.54, "word": " that", "probability": 0.927734375}, {"start": 2200.54, "end": 2200.66, "word": " we", "probability": 0.9501953125}, {"start": 2200.66, "end": 2200.76, "word": " are", "probability": 0.88427734375}, {"start": 2200.76, "end": 2201.12, "word": " committing", "probability": 0.89404296875}, {"start": 2201.12, "end": 2201.68, "word": " mistakes.", "probability": 0.86767578125}, {"start": 2202.8, "end": 2203.48, "word": " If", "probability": 0.94921875}, {"start": 2203.48, "end": 2203.82, "word": " the", "probability": 0.85498046875}, {"start": 2203.82, "end": 2204.16, "word": " management", "probability": 0.89697265625}, {"start": 2204.16, "end": 2204.42, "word": " is", "probability": 0.9443359375}, {"start": 2204.42, "end": 2204.7, "word": " going", "probability": 0.931640625}, {"start": 2204.7, "end": 2204.96, "word": " to", "probability": 0.97021484375}, {"start": 2204.96, "end": 2205.38, "word": " establish", "probability": 0.89794921875}, {"start": 2205.38, "end": 2205.66, "word": " these", "probability": 0.861328125}, {"start": 2205.66, "end": 2206.22, "word": " foundations,", "probability": 0.953125}, {"start": 2206.62, "end": 2207.0, "word": " we", "probability": 0.95263671875}, {"start": 2207.0, "end": 2207.24, "word": " will", "probability": 0.87255859375}, {"start": 2207.24, "end": 2207.9, "word": " reinforce", "probability": 0.94970703125}, {"start": 2207.9, "end": 2208.14, "word": " the", "probability": 0.8486328125}, {"start": 2208.14, "end": 2208.44, "word": " feeling", "probability": 0.90283203125}, {"start": 2208.44, "end": 2208.64, "word": " of", "probability": 0.966796875}, {"start": 2208.64, "end": 2208.94, "word": " trust", "probability": 0.94921875}, {"start": 2208.94, "end": 2209.18, "word": " with", "probability": 0.85595703125}, {"start": 2209.18, "end": 2209.32, "word": " the", "probability": 0.6171875}, {"start": 2209.32, "end": 2209.62, "word": " employees.", "probability": 0.83203125}, {"start": 2210.58, "end": 2210.94, "word": " You", "probability": 0.8984375}, {"start": 2210.94, "end": 2211.26, "word": " should", "probability": 0.96484375}, {"start": 2211.26, "end": 2211.72, "word": " expect", "probability": 0.921875}, {"start": 2211.72, "end": 2212.06, "word": " this", "probability": 0.88525390625}, {"start": 2212.06, "end": 2212.5, "word": " result.", "probability": 0.92919921875}], "temperature": 1.0}, {"id": 85, "seek": 224102, "start": 2213.44, "end": 2241.02, "text": " Employees, if they are committing mistakes, they will say, we are carrying the responsibility. But they are not going to lie, negating that we are not bearing such responsibility. Any question and comments about this? Any question about today's class? What did I say last time? Ah, thank you. Yes, yes.", "tokens": [26878, 4031, 11, 498, 436, 366, 26659, 8038, 11, 436, 486, 584, 11, 321, 366, 9792, 264, 6357, 13, 583, 436, 366, 406, 516, 281, 4544, 11, 2485, 990, 300, 321, 366, 406, 17350, 1270, 6357, 13, 2639, 1168, 293, 3053, 466, 341, 30, 2639, 1168, 466, 965, 311, 1508, 30, 708, 630, 286, 584, 1036, 565, 30, 2438, 11, 1309, 291, 13, 1079, 11, 2086, 13], "avg_logprob": -0.21702666142407587, "compression_ratio": 1.6290322580645162, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2213.44, "end": 2214.02, "word": " Employees,", "probability": 0.75390625}, {"start": 2214.16, "end": 2214.28, "word": " if", "probability": 0.9365234375}, {"start": 2214.28, "end": 2214.48, "word": " they", "probability": 0.89697265625}, {"start": 2214.48, "end": 2214.66, "word": " are", "probability": 0.90673828125}, {"start": 2214.66, "end": 2215.02, "word": " committing", "probability": 0.85205078125}, {"start": 2215.02, "end": 2215.48, "word": " mistakes,", "probability": 0.85400390625}, {"start": 2215.58, "end": 2215.68, "word": " they", "probability": 0.85986328125}, {"start": 2215.68, "end": 2215.84, "word": " will", "probability": 0.8505859375}, {"start": 2215.84, "end": 2216.18, "word": " say,", "probability": 0.9501953125}, {"start": 2216.96, "end": 2217.16, "word": " we", "probability": 0.2939453125}, {"start": 2217.16, "end": 2217.64, "word": " are", "probability": 0.943359375}, {"start": 2217.64, "end": 2218.04, "word": " carrying", "probability": 0.9072265625}, {"start": 2218.04, "end": 2218.2, "word": " the", "probability": 0.8681640625}, {"start": 2218.2, "end": 2218.8, "word": " responsibility.", "probability": 0.94970703125}, {"start": 2219.48, "end": 2219.7, "word": " But", "probability": 0.8994140625}, {"start": 2219.7, "end": 2219.86, "word": " they", "probability": 0.8466796875}, {"start": 2219.86, "end": 2219.98, "word": " are", "probability": 0.91357421875}, {"start": 2219.98, "end": 2220.16, "word": " not", "probability": 0.9404296875}, {"start": 2220.16, "end": 2220.44, "word": " going", "probability": 0.94189453125}, {"start": 2220.44, "end": 2220.8, "word": " to", "probability": 0.974609375}, {"start": 2220.8, "end": 2222.1, "word": " lie,", "probability": 0.87841796875}, {"start": 2222.28, "end": 2222.72, "word": " negating", "probability": 0.940185546875}, {"start": 2222.72, "end": 2223.04, "word": " that", "probability": 0.9130859375}, {"start": 2223.04, "end": 2223.26, "word": " we", "probability": 0.8740234375}, {"start": 2223.26, "end": 2223.44, "word": " are", "probability": 0.93798828125}, {"start": 2223.44, "end": 2224.24, "word": " not", "probability": 0.943359375}, {"start": 2224.24, "end": 2224.66, "word": " bearing", "probability": 0.884765625}, {"start": 2224.66, "end": 2224.98, "word": " such", "probability": 0.9404296875}, {"start": 2224.98, "end": 2225.64, "word": " responsibility.", "probability": 0.8642578125}, {"start": 2226.92, "end": 2227.16, "word": " Any", "probability": 0.8857421875}, {"start": 2227.16, "end": 2227.54, "word": " question", "probability": 0.60546875}, {"start": 2227.54, "end": 2227.68, "word": " and", "probability": 0.65380859375}, {"start": 2227.68, "end": 2227.96, "word": " comments", "probability": 0.8154296875}, {"start": 2227.96, "end": 2228.16, "word": " about", "probability": 0.8935546875}, {"start": 2228.16, "end": 2228.4, "word": " this?", "probability": 0.94775390625}, {"start": 2229.48, "end": 2229.78, "word": " Any", "probability": 0.85546875}, {"start": 2229.78, "end": 2230.2, "word": " question", "probability": 0.87451171875}, {"start": 2230.2, "end": 2230.48, "word": " about", "probability": 0.876953125}, {"start": 2230.48, "end": 2230.84, "word": " today's", "probability": 0.855712890625}, {"start": 2230.84, "end": 2231.22, "word": " class?", "probability": 0.96875}, {"start": 2235.28, "end": 2235.86, "word": " What", "probability": 0.7177734375}, {"start": 2235.86, "end": 2236.0, "word": " did", "probability": 0.95947265625}, {"start": 2236.0, "end": 2236.12, "word": " I", "probability": 0.84521484375}, {"start": 2236.12, "end": 2236.26, "word": " say", "probability": 0.95166015625}, {"start": 2236.26, "end": 2236.58, "word": " last", "probability": 0.326171875}, {"start": 2236.58, "end": 2236.94, "word": " time?", "probability": 0.8701171875}, {"start": 2238.68, "end": 2239.26, "word": " Ah,", "probability": 0.25732421875}, {"start": 2239.76, "end": 2240.2, "word": " thank", "probability": 0.65087890625}, {"start": 2240.2, "end": 2240.36, "word": " you.", "probability": 0.96142578125}, {"start": 2240.44, "end": 2240.66, "word": " Yes,", "probability": 0.94091796875}, {"start": 2240.78, "end": 2241.02, "word": " yes.", "probability": 0.923828125}], "temperature": 1.0}, {"id": 86, "seek": 227109, "start": 2242.33, "end": 2271.09, "text": " Yes. Now, listen. Now, we would like to agree on the groups. Now, my question is the following. Who didn't have a membership within a group? Who didn't have a membership within a group? Everybody? I would like to some of the students to raise their own hands if they are having a group of two. 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Who didn't take? Who didn't take? So everything you didn't take? Okay, who would like to have a membership for your colleague?", "tokens": [407, 2201, 658, 257, 16560, 1951, 257, 1594, 30, 2102, 994, 380, 747, 30, 2102, 994, 380, 747, 30, 407, 1203, 291, 994, 380, 747, 30, 1033, 11, 567, 576, 411, 281, 362, 257, 16560, 337, 428, 13532, 30], "avg_logprob": -0.3019531242549419, "compression_ratio": 1.4786324786324787, "no_speech_prob": 0.0, "words": [{"start": 2281.5200000000004, "end": 2282.1600000000003, "word": " So", "probability": 0.07470703125}, {"start": 2282.1600000000003, "end": 2282.8, "word": " everybody", "probability": 0.705078125}, {"start": 2282.8, "end": 2283.26, "word": " got", "probability": 0.85107421875}, {"start": 2283.26, "end": 2283.4, "word": " a", "probability": 0.80615234375}, {"start": 2283.4, "end": 2283.7, "word": " membership", "probability": 0.82958984375}, {"start": 2283.7, "end": 2283.9, "word": " within", "probability": 0.234375}, {"start": 2283.9, "end": 2284.02, "word": " a", "probability": 0.8037109375}, {"start": 2284.02, "end": 2284.26, "word": " group?", "probability": 0.96533203125}, {"start": 2284.68, "end": 2285.32, "word": " Who", "probability": 0.69287109375}, {"start": 2285.32, "end": 2285.66, "word": " didn't", "probability": 0.92041015625}, {"start": 2285.66, "end": 2285.98, "word": " take?", "probability": 0.88330078125}, {"start": 2287.76, "end": 2287.98, "word": " Who", "probability": 0.5068359375}, {"start": 2287.98, "end": 2288.32, "word": " didn't", "probability": 0.85107421875}, {"start": 2288.32, "end": 2288.64, "word": " take?", "probability": 0.88525390625}, {"start": 2290.42, "end": 2290.9, "word": " So", "probability": 0.53466796875}, {"start": 2290.9, "end": 2291.22, "word": " everything", "probability": 0.79248046875}, {"start": 2291.22, "end": 2291.56, "word": " you", "probability": 0.45068359375}, {"start": 2291.56, "end": 2291.84, "word": " didn't", "probability": 0.95068359375}, {"start": 2291.84, "end": 2292.14, "word": " take?", "probability": 0.890625}, {"start": 2293.2, "end": 2293.54, "word": " Okay,", "probability": 0.50390625}, {"start": 2294.26, "end": 2294.38, "word": " who", "probability": 0.8720703125}, {"start": 2294.38, "end": 2294.54, "word": " would", "probability": 0.904296875}, {"start": 2294.54, "end": 2294.72, "word": " like", "probability": 0.935546875}, {"start": 2294.72, "end": 2294.9, "word": " to", "probability": 0.9697265625}, {"start": 2294.9, "end": 2295.08, "word": " have", "probability": 0.94580078125}, {"start": 2295.08, "end": 2295.2, "word": " a", "probability": 0.95751953125}, {"start": 2295.2, "end": 2295.54, "word": " membership", "probability": 0.8583984375}, {"start": 2295.54, "end": 2296.16, "word": " for", "probability": 0.87353515625}, {"start": 2296.16, "end": 2296.3, "word": " your", "probability": 0.8759765625}, {"start": 2296.3, "end": 2296.64, "word": " colleague?", "probability": 0.7802734375}], "temperature": 1.0}, {"id": 88, "seek": 232221, "start": 2298.2, "end": 2322.22, "text": " What's her name? Aisha. Aisha doesn't have a team. Who would like to invite her to come and join their team? None? You are greedy. You? Okay, that's fine. Coordinate with her. Any question, any comments? See you next time. Thank you very much. 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+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_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/n37uCUQQCR4_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..803d05585552d10b535165206b8feb6f23b86627 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/n37uCUQQCR4_postprocess.srt @@ -0,0 +1,2152 @@ +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 +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.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/pNFS-hymLik.srt new file mode 100644 index 0000000000000000000000000000000000000000..40f03c6c235ff73a15f014ba2a7567da261b61bc --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/pNFS-hymLik.srt @@ -0,0 +1,2041 @@ +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 meetings 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 a 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 the office of the + +21 +00:01:34,890 --> 00:01:39,420 +purchasing officer or the purchasing personnel 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 on the purchasing decision. + +27 +00:02:02,750 --> 00:02:06,110 +These key personnel 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 are we 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 +secretary or the secretariat to get 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 +basis or on the grounds that these people are + +36 +00:02:42,310 --> 00:02:46,290 +very busy people. So what are we 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: 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 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 +secretary or the receptionist to give us a + +45 +00:03:15,190 --> 00:03:18,190 +chance or to connect 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 +sales process 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 requires soft language, + +50 +00:03:34,940 --> 00:03:38,820 +smart vocabulary, and the ability to convince the + +51 +00:03:38,820 --> 00:03:45,140 +secretary 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 process, 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 +relationships. 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. 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 planned. Therefore, everything must be + +65 +00:04:32,590 --> 00:04:35,670 +planned; everything must be agreed upon 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 are 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 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 as 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 the customer. So + +79 +00:05:27,020 --> 00:05:30,700 +it is one of the most difficult ones. 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 is without + +84 +00:05:47,600 --> 00:05:49,640 +a 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 will it 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 be 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 make an advance appointment with her. So if + +98 +00:06:35,760 --> 00:06:37,700 +you are not going to make 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 make an appointment with her, your + +103 +00:06:53,760 --> 00:06:56,910 +company and you will 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 +take hours. Hours means our company is paying the + +107 +00:07:10,910 --> 00:07:13,770 +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 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 beneficial 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 +until we are going to have the chance to meet or + +114 +00:07:33,160 --> 00:07:37,200 +contact the customer. So here we are talking + +115 +00:07:37,200 --> 00:07:42,000 +about useless time that is paid for. Useless time + +116 +00:07:42,000 --> 00:07:48,500 +that is paid for. Paid for by whom? 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 +to 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 being + +120 +00:08:01,610 --> 00:08:05,470 +sold, if the company is selling products, each + +121 +00:08:05,470 --> 00:08:08,450 +product has its own something called a life cycle. + +122 +00:08:08,450 --> 00:08:13,170 +Every single hour that passes without + +123 +00:08:13,170 --> 00:08:16,910 +selling this product means we are shortening + +124 +00:08:16,910 --> 00:08:20,600 +the life cycle of the product until we are going to + +125 +00:08:20,600 --> 00:08:25,560 +reach something called the expiration date. So if the + +126 +00:08:25,560 --> 00:08:27,680 +product reaches that time, which is + +127 +00:08:27,680 --> 00:08:32,220 +called the 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 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 golden rule? Salespersons + +133 +00:08:52,810 --> 00:08:55,730 +along with their sales organization must never + +134 +00:08:55,730 --> 00:09:01,050 +waste a single second or minute. Everything + +135 +00:09:01,050 --> 00:09:06,770 +counts. Every minute counts. So we must utilize 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 + +139 +00:09:18,020 --> 00:09:21,200 +our customer? The answer is no. So let's discuss + +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 +telephone and we are going to contact and + +144 +00:09:33,480 --> 00:09:37,700 +communicate with our prospects. We are going + +145 +00:09:37,700 --> 00:09:41,560 +to contact them simply because we would like to, first, + +146 +00:09:41,560 --> 00:09:46,480 +introduce ourselves; second, introduce our + +147 +00:09:46,480 --> 00:09:51,600 +product; third, introduce our company; fourth, make 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, making + +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 that we + +154 +00:10:17,520 --> 00:10:21,160 +made during the 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 + +157 +00:10:27,660 --> 00:10:31,060 +customers or prospects ahead to do the various + +158 +00:10:31,060 --> 00:10:33,780 +four things which we mentioned before. + +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 refuse someone. + +161 +00:10:41,970 --> 00:10:44,950 +Refuse someone means decline over the + +162 +00:10:44,950 --> 00:10:51,810 +telephone. So, phoning ahead has an advantage. The advantage is it's going + +163 +00:10:51,810 --> 00:10:55,630 +to organize our time. + +164 +00:10:55,630 --> 00:10:57,050 +It will organize our time and it can help + +165 +00:10:59,930 --> 00:11:03,210 +us to reduce the amount of time that might be + +166 +00:11:03,210 --> 00:11:08,050 +wasted. However, this approach also has + +167 +00:11:08,050 --> 00:11:13,550 +disadvantages. The disadvantage is this: Somebody + +168 +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, are 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 or her secretary + +174 +00:11:36,150 --> 00:11:40,810 +might answer your phone call. If the secretary + +175 +00:11:40,810 --> 00:11:43,790 +answers your phone call, she isn't + +176 +00:11:43,790 --> 00:11:47,110 +going to transfer the call 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 +call is very high. So what should we do? + +181 +00:12:03,640 --> 00:12:07,760 +Once again, you should use your eloquence. What's the + +182 +00:12:07,760 --> 00:12:11,980 +meaning of eloquence? Use a very smart, + +183 +00:12:11,980 --> 00:12:15,300 +articulate language so that we can convince her + +184 +00:12:15,300 --> 00:12:17,880 +to transfer your call 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 articulate, if you are not going to + +187 +00:12:24,380 --> 00:12:28,250 +use 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. + +191 +00:12:40,710 --> 00:12:43,770 +This is considered to be 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. + +194 +00:12:52,110 --> 00:12:58,410 +So you can leave a voice message. This is what + +195 +00:12:58,410 --> 00:13:01,510 +will happen if there's no answer; if we didn't + +196 +00:13:01,510 --> 00:13:04,250 +receive any response. Many businesses will + +197 +00:13:04,250 --> 00:13:06,170 +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 service is + +200 +00:13:13,570 --> 00:13:17,850 + +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 companies 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. 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 as an 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 have 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 telephoning + +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 +messages 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 customers? Of course. The second advantage for + +252 +00:16:38,910 --> 00:16:42,510 +email is that email gives 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 are you 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 have 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, the + +265 +00:17:24,750 --> 00:17:27,350 +interviewer asks 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 +ask you to evaluate the approach of sending personal + +273 +00:17:56,600 --> 00:17:59,480 +letters to our customers—is it a nice step or + +274 +00:17:59,480 --> 00:18:01,980 +approach to contact our customers? 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 the approach and classify it to + +277 +00:18:13,820 --> 00:18:16,000 +be the most economical one. What is the most + +278 +00:18:16,000 --> 00:18:19,840 +economical one? The most feasible one. The approach which can + +279 +00:18:19,840 --> 00:18:22,820 +be efficient and effective. An 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 +messages. It is the best. Someone 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 +latest statistics, which were 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 +access. So, if we are talking about 70%, this + +289 +00:18:55,140 --> 00:18:58,900 +means the internet is available in almost every + +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 on the exam. Clear? Go on. + +294 +00:19:16,470 --> 00:19:20,270 +Now, let's talk about the skills. 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 these. + +299 +00:19:39,440 --> 00:19:42,100 +These words will 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 are you 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 +the second word means anxiety. Anxiety means worry; + +304 +00:19:54,540 --> 00:19:59,820 +tension means stress. So, both meanings are + +305 +00:19:59,820 --> 00:20:04,220 +negative, but why are we focusing on or using them? + +306 +00:20:04,220 --> 00:20:09,300 +Simply because we are going to experience 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 +in the first few moments, or at the very beginning of the + +309 +00:20:18,560 --> 00:20:22,560 +meeting. Both you, as a salesperson, 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? Neither of you + +312 +00:20:31,620 --> 00:20:36,120 +knows the other. Why? Neither of you knows what the + +313 +00:20:36,120 --> 00:20:38,580 +message is that you are going to receive 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 are 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? In 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 +ease. Exactly, comfort. + +320 +00:21:03,750 --> 00:21:07,170 +In other words, salespersons must be sensitive, + +321 +00:21:07,170 --> 00:21:10,710 +and they must not exert any kind of pressure or + +322 +00:21:10,710 --> 00:21:15,530 +tension or nagging on the prospect. + +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 reminds us of 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 applies here. Give the customer the chance to + +329 +00:21:39,250 --> 00:21:42,650 +take his or her time and space and to think about the + +330 +00:21:42,650 --> 00:21:45,450 +offer, and don't exert any kind of pressure on + +331 +00:21:45,450 --> 00:21:51,070 +him or her. 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 +are they important? Because, according to what we said, + +334 +00:21:58,890 --> 00:22:02,630 +during these first few moments the prospect will form + +335 +00:22:02,630 --> 00:22:04,870 +something called a first impression about you as a + +336 +00:22:04,870 --> 00:22:08,670 +salesperson. So we are talking about the 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 +that is very important. If the first impression + +339 +00:22:14,230 --> 00:22:17,110 +is positive, then you are going to + +340 +00:22:17,110 --> 00:22:19,750 +increase the probability of completing 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 +completing this sales transaction. So, the first + +344 +00:22:30,890 --> 00:22:34,350 +impression is crucial, and after the first + +345 +00:22:34,350 --> 00:22:37,390 +impression is formulated in the mind 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 to test the first impression; + +349 +00:22:46,970 --> 00:22:50,510 +the initial impression will be positive + +350 +00:22:50,510 --> 00:22:54,330 +if + +351 +00:22:54,330 --> 00:22:59,060 +you demonstrate to the prospect that you are + +352 +00:22:59,060 --> 00:23:03,580 +credible, competent, honest, and + +353 +00:23:03,580 --> 00:23:04,220 +likeable. + +354 +00:23:07,120 --> 00:23:10,360 +You are credible, honest, likeable, and + +355 +00:23:10,360 --> 00:23:15,060 +competent. If the prospect senses + +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 +like you as a salesperson. So, at all times, + +358 +00:23:25,210 --> 00:23:27,410 +don't ask, "How are you?" when the meeting begins. + +359 +00:23:27,410 --> 00:23:33,030 +In our traditional social Arabic context, + +360 +00:23:33,470 --> 00:23:35,170 +whenever we meet a stranger, we + +361 +00:23:35,170 --> 00:23:38,810 +begin by asking, "How are you?" In this situation, + +362 +00:23:38,970 --> 00:23:44,090 +don't use those words. Instead, 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 you devoted to meet with + +365 +00:23:51,170 --> 00:23:59,090 +us." Now, and then directly hand the prospect your + +366 +00:23:59,090 --> 00:24:02,290 +business card, which includes your phone number, 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. 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 +save money." Someone is going to + +378 +00:24:49,320 --> 00:24:53,660 +say, "How are we 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 explain the answer, let's talk + +384 +00:25:19,610 --> 00:25:21,790 +about something that might be on 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 form the first impression + +389 +00:25:38,240 --> 00:25:42,920 +about you as a salesperson, then how are we 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, on the one hand, and the + +392 +00:25:49,600 --> 00:25:54,240 +salesperson, on the other 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 +showing the buyer respect, addressing the buyer 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 appropriate address— + +397 +00:26:12,220 --> 00:26:16,620 +means propriety. We are respecting the context + +398 +00:26:16,620 --> 00:26:21,440 +in which we are operating. A second means: You, + +399 +00:26:21,440 --> 00:26:24,420 +as a salesperson, must always + +400 +00:26:24,420 --> 00:26:27,860 +demonstrate your competence. You understand + +401 +00:26:27,860 --> 00:26:31,120 +very well the product you are trying to sell + +402 +00:26:31,120 --> 00:26:34,750 +to this customer. You know everything, big or + +403 +00:26:34,750 --> 00:26:38,190 +small, spare parts, and the terms and conditions + +404 +00:26:38,190 --> 00:26:43,850 +of this product. So, if the prospect listens to you while you are presenting and talking + +405 +00:26:43,850 --> 00:26:45,870 +about your product, you will demonstrate your + +406 +00:26:45,870 --> 00:26:48,710 +competence. So competence is another tool by + +407 +00:26:52,670 --> 00:26:55,130 +which we can reduce the anxiety in the heart and + +408 +00:26:55,130 --> 00:26:58,610 +in the mind of our customers. A third tool is + +409 +00:26:59,190 --> 00:27:03,190 +commonality. Commonality means finding a shared + +410 +00:27:03,190 --> 00:27:07,090 +background that you and your prospect can share. + +411 +00:27:07,090 --> 00:27:11,870 +In other words, why shouldn't you ask + +412 +00:27:11,870 --> 00:27:14,710 +him about his interests? Why shouldn't you ask him + +413 +00:27:14,710 --> 00:27:17,490 +about the things that he or she likes? For + +414 +00:27:17,490 --> 00:27:21,250 +example, if your prospect tells you, "I am one of + +415 +00:27:21,250 --> 00:27:25,120 +the biggest fans of the Barcelona team," tell him in + +416 +00:27:25,120 --> 00:27:28,860 +return, "I am also one of the biggest fans of the Barcelona + +417 +00:27:28,860 --> 00:27:33,300 +team," even though you might not like football. But + +418 +00:27:33,300 --> 00:2 + +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 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 a skill? It's a very + +460 +00:30:11,270 --> 00:30:14,490 +complicated skill which requires a huge amount of 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 +means. Now let's come and answer our question. Our + +466 +00:30:37,500 --> 00:30:41,060 +question is the following: How are we going, as a + +467 +00:30:41,060 --> 00:30:44,440 +salesperson, how are we 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 two, 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 mean 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 less 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 motive. + +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 motive 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 low 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 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 task 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 +show him or her respect. If you show 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 grateful 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 is + +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 motive, 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 +are achieved, you will never get the sale. 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/wj8FMbIDIQM.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM.srt new file mode 100644 index 0000000000000000000000000000000000000000..96eef79880189b7b03d2260607644d6901b0b008 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM.srt @@ -0,0 +1,1828 @@ +1 +00:00:21,510 --> 00:00:27,790 +Okay, good morning. Today we will go on with + +2 +00:00:27,790 --> 00:00:31,970 +account relationship management. We are going to + +3 +00:00:31,970 --> 00:00:35,250 +talk about various issues. Number one, we are + +4 +00:00:35,250 --> 00:00:37,590 +going to talk about something called value + +5 +00:00:37,590 --> 00:00:41,310 +analysis study regarding the products which we are + +6 +00:00:41,310 --> 00:00:44,470 +going to deal with. In the second part of the + +7 +00:00:44,470 --> 00:00:48,910 +class, we will talk about three types of costs + +8 +00:00:48,910 --> 00:00:53,010 +which are paid by any sales agency or sales + +9 +00:00:53,010 --> 00:00:56,910 +company. Now, let's begin our first part of + +10 +00:00:56,910 --> 00:00:59,430 +today's class. We are going to talk about standard + +11 +00:00:59,430 --> 00:01:03,710 +equations in value analysis study. The value + +12 +00:01:03,710 --> 00:01:07,530 +analysis study, we are referring to those studies + +13 +00:01:08,290 --> 00:01:12,470 +through which we are going to value the product or + +14 +00:01:12,470 --> 00:01:16,910 +the item which we are dealing with, which we are + +15 +00:01:16,910 --> 00:01:22,830 +selling or buying. Therefore, the author of our + +16 +00:01:22,830 --> 00:01:25,110 +textbook is providing us with sample, or + +17 +00:01:25,110 --> 00:01:29,030 +standardized equations where the author is + +18 +00:01:29,030 --> 00:01:31,330 +providing us with about 12 or 15 questions. + +19 +00:01:32,140 --> 00:01:36,120 +through which we can value any item or a product + +20 +00:01:36,120 --> 00:01:39,780 +or good that is targeted to be sold + +21 +00:01:39,780 --> 00:01:43,320 +as one of the products in our own sales agency. So the first + +22 +00:01:43,320 --> 00:01:46,740 +question: Can the item be eliminated? The word + +23 +00:01:46,740 --> 00:01:49,920 +item here refers to product. + +24 +00:01:52,080 --> 00:01:55,860 +I want you to remember something very important. + +25 +00:01:57,500 --> 00:02:00,940 +So far we were talking about the product and we + +26 +00:02:00,940 --> 00:02:04,880 +said the product might be a service or a good. But + +27 +00:02:04,880 --> 00:02:08,560 +also remember the product can sometimes be the + +28 +00:02:08,560 --> 00:02:12,040 +experience. The product can sometimes be the + +29 +00:02:12,040 --> 00:02:15,120 +person. The product can sometimes be an + +30 +00:02:15,120 --> 00:02:18,140 +opinion. The product can sometimes be a + +31 +00:02:18,140 --> 00:02:21,200 +consultancy. The product can sometimes be an + +32 +00:02:21,200 --> 00:02:26,870 +idea. So all these are products. Somebody is going + +33 +00:02:26,870 --> 00:02:31,250 +to say, "Give us an example." If we are going to be + +34 +00:02:31,250 --> 00:02:35,330 +involved with a court case, the consultancy which + +35 +00:02:35,330 --> 00:02:38,450 +we are going to get from an attorney or a lawyer, it + +36 +00:02:38,450 --> 00:02:43,830 +is what? A product. The experience of the person + +37 +00:02:43,830 --> 00:02:47,830 +is a product. A good idea or a thought to make + +38 +00:02:47,830 --> 00:02:52,150 +something is a product. Can the idea be sold? + +39 +00:02:52,310 --> 00:02:56,760 +Yes, it can be sold. Therefore, remember, all the + +40 +00:02:56,760 --> 00:03:00,260 +time the product is not only restricted to the + +41 +00:03:00,260 --> 00:03:03,860 +traditional things which have been talked about, + +42 +00:03:03,960 --> 00:03:08,140 +like goods or services. Okay? Now, go on. + +43 +00:03:09,160 --> 00:03:12,600 +If the item is not standard, can a standard item + +44 +00:03:12,600 --> 00:03:15,520 +be used? In other words, can we switch? Can we + +45 +00:03:15,520 --> 00:03:19,170 +substitute it? Third, if the item is standard, + +46 +00:03:19,490 --> 00:03:21,730 +does it completely fit the application, or does it misfit + +47 +00:03:21,730 --> 00:03:26,830 +the application of our sales agency? Four, does + +48 +00:03:26,830 --> 00:03:29,070 +the item have a greater capacity than required? + +49 +00:03:30,150 --> 00:03:35,910 +Five, can its weight be reduced? Six, is there a + +50 +00:03:35,910 --> 00:03:38,570 +similar item in inventory that can be substituted? + +51 +00:03:39,730 --> 00:03:42,650 +Seven, are the tolerances specified closer than + +52 +00:03:42,650 --> 00:03:46,370 +necessary? And finally, in this slide, is + +53 +00:03:46,370 --> 00:03:50,830 +unnecessary matching or machining performed on the + +54 +00:03:50,830 --> 00:03:53,630 +item? All these are examples of the questions. + +55 +00:03:54,870 --> 00:03:58,370 +Let's continue with these questions. Are + +56 +00:03:58,370 --> 00:04:01,940 +unnecessary fine finishes specified? In addition, + +57 +00:04:02,100 --> 00:04:06,080 +is commercial equity specified? Can the item be + +58 +00:04:06,080 --> 00:04:09,420 +manufactured cheaper in-house? If manufactured in + +59 +00:04:09,420 --> 00:04:12,300 +-house, can it be purchased cheaper? Is the item + +60 +00:04:12,300 --> 00:04:15,180 +classified to obtain the lowest shipping rate? Can + +61 +00:04:15,180 --> 00:04:18,180 +packaging cost be reduced? Are suppliers asked for + +62 +00:04:18,180 --> 00:04:21,260 +suggestions to reduce costs? All these questions, + +63 +00:04:21,920 --> 00:04:27,320 +and their answers, are related to something + +64 +00:04:27,320 --> 00:04:28,680 +called total cost. + +65 +00:04:32,260 --> 00:04:35,280 +They are related to the total cost. So the + +66 +00:04:35,280 --> 00:04:39,160 +answers to these 15 questions are related to the + +67 +00:04:39,160 --> 00:04:43,540 +total cost of the product. Look at this. If we + +68 +00:04:43,540 --> 00:04:47,820 +return back, what do we write here? Total cost. + +69 +00:04:48,580 --> 00:04:51,900 +Somebody is going to ask, "Why are these agencies so + +70 +00:04:51,900 --> 00:04:56,260 +interested in analyzing the item or the product + +71 +00:04:56,260 --> 00:04:59,660 +they are dealing with?" Similarly, they would + +72 +00:04:59,660 --> 00:05:03,200 +like to make this analysis so that they can + +73 +00:05:03,200 --> 00:05:07,580 +calculate the total cost, through which they can + +74 +00:05:07,580 --> 00:05:12,380 +negotiate, or they can set, or fix the cost of this + +75 +00:05:12,380 --> 00:05:16,360 +item, according to which they can ensure a level of + +76 +00:05:16,360 --> 00:05:21,120 +profit. Because of this, they are making these + +77 +00:05:21,120 --> 00:05:25,200 +detailed analytical studies to value the item, to + +78 +00:05:25,200 --> 00:05:28,790 +value the product. They would like to understand + +79 +00:05:28,790 --> 00:05:33,190 +how this value can achieve them a kind of + +80 +00:05:33,190 --> 00:05:37,310 +profitability. Because of this, they are going to + +81 +00:05:37,310 --> 00:05:40,050 +ask similar questions like the questions which we + +82 +00:05:40,050 --> 00:05:44,730 +have just talked about. Okay? Once again, we are + +83 +00:05:44,730 --> 00:05:47,930 +emphasizing one important point. We are not + +84 +00:05:47,930 --> 00:05:51,490 +going to memorize these questions. This is just + +85 +00:05:51,490 --> 00:05:56,170 +for your general knowledge and understanding. Now, go + +86 +00:05:56,170 --> 00:06:00,110 +on. Let's talk about the second part of today's + +87 +00:06:00,110 --> 00:06:03,030 +class. We are going to talk about three kinds of + +88 +00:06:03,030 --> 00:06:08,930 +costs. These costs are interrelated. They + +89 +00:06:08,930 --> 00:06:12,190 +are paid by the sales agency or the sales company. + +90 +00:06:13,270 --> 00:06:16,050 +Somebody is going to wonder, "What are these three + +91 +00:06:16,050 --> 00:06:20,910 +types of costs?" The first type, we call it + +92 +00:06:20,910 --> 00:06:25,350 +invoice cost. The second one is possession cost. The + +93 +00:06:25,350 --> 00:06:28,870 +third one is acquisition cost. Let's differentiate + +94 +00:06:28,870 --> 00:06:30,930 +among them because they are important and they are + +95 +00:06:30,930 --> 00:06:34,830 +going to be on the exam. Number one, we are going + +96 +00:06:34,830 --> 00:06:39,170 +to talk about the invoice cost. Remember, the + +97 +00:06:39,170 --> 00:06:43,170 +invoice cost is related to anything regarding the + +98 +00:06:43,170 --> 00:06:46,330 +invoice system that we are going to implement in + +99 +00:06:46,330 --> 00:06:51,050 +our work. Let's give an example. If you are going to + +100 +00:06:51,050 --> 00:06:55,750 +go to the metro in Gaza, imagine somebody from you + +101 +00:06:55,750 --> 00:06:59,730 +is going to buy or purchase a bottle of water, a + +102 +00:06:59,730 --> 00:07:01,970 +piece of biscuit, or chocolate, or whatever. + +103 +00:07:02,850 --> 00:07:06,610 +Whenever you are going to go to the exit, the + +104 +00:07:06,610 --> 00:07:12,150 +salesperson is going to scan the item. Later on, + +105 +00:07:12,770 --> 00:07:16,410 +this is a programmed automated system which is + +106 +00:07:16,410 --> 00:07:18,990 +going to list the price in front of the eyes of + +107 +00:07:18,990 --> 00:07:22,960 +the salesperson. After that, he is going to take + +108 +00:07:22,960 --> 00:07:26,500 +the second item which you bought and he will once again + +109 +00:07:26,500 --> 00:07:31,680 +scan it. After several items, the salesperson + +110 +00:07:31,680 --> 00:07:34,020 +will directly provide you with the total + +111 +00:07:34,020 --> 00:07:38,740 +cost which you must pay. At the same time, he is + +112 +00:07:38,740 --> 00:07:42,500 +going to issue an invoice and he or she will put + +113 +00:07:42,500 --> 00:07:47,280 +it in your bag. This is what? This is a + +114 +00:07:47,280 --> 00:07:51,160 +programmed electronic system through which we can + +115 +00:07:51,160 --> 00:07:55,160 +handle and manage our invoices. Let's ask + +116 +00:07:55,160 --> 00:07:58,580 +ourselves this question: Is this system free? + +117 +00:07:59,420 --> 00:08:02,780 +Does it require money? Does it cost the management + +118 +00:08:02,780 --> 00:08:06,420 +of the sales agency? Of course. So all these + +119 +00:08:06,420 --> 00:08:09,960 +financial costs are classified under + +120 +00:08:09,960 --> 00:08:15,060 +invoice cost. Clear? Any questions? Any comments? + +121 +00:08:15,560 --> 00:08:18,600 +By the way, this system also requires regular + +122 +00:08:18,600 --> 00:08:22,580 +maintenance. So all these things are + +123 +00:08:22,580 --> 00:08:25,740 +classified as invoice costs; in other words, + +124 +00:08:26,300 --> 00:08:29,860 +costs that must be paid by the sales agency to + +125 +00:08:29,860 --> 00:08:33,260 +handle and manage the invoices of the customers + +126 +00:08:33,260 --> 00:08:38,460 +smoothly, efficiently, and quickly. Any question + +127 +00:08:38,460 --> 00:08:41,700 +about the first type? Let's talk about the second + +128 +00:08:41,700 --> 00:08:44,860 +type. The second type is the possession cost. + +129 +00:08:45,460 --> 00:08:47,620 +The possession cost comes from the verb + +130 +00:08:47,620 --> 00:08:48,420 +possess. + +131 +00:08:51,000 --> 00:08:53,740 +We know the meaning of the word (presumably Arabic word for possess). + +132 +00:08:54,340 --> 00:08:58,520 +Possession costs, look at this, are costs associated + +133 +00:08:58,520 --> 00:09:03,580 +with stock holding, between delivery and use. + +134 +00:09:05,520 --> 00:09:08,560 +These costs include the building and maintenance of + +135 +00:09:08,560 --> 00:09:12,400 +storage areas, inventory control, insurance, + +136 +00:09:13,140 --> 00:09:16,640 +taxes, wages, and interest charges on money + +137 +00:09:16,640 --> 00:09:21,260 +borrowed to pay for inventory. Look at this and + +138 +00:09:21,260 --> 00:09:24,300 +let's take an example. Imagine you are going to + +139 +00:09:24,300 --> 00:09:29,660 +have a sales agency or company where you are + +140 +00:09:29,660 --> 00:09:31,260 +selling electronics. + +141 +00:09:34,620 --> 00:09:38,440 +These electronics are various. Sometimes you + +142 +00:09:38,440 --> 00:09:41,140 +are going to talk about TVs, sometimes you are + +143 +00:09:41,140 --> 00:09:43,920 +going to talk about LCDs, sometimes you are + +144 +00:09:43,920 --> 00:09:51,280 +talking about laptops, etc. Remember, the store + +145 +00:09:51,280 --> 00:09:56,200 +that we are going to have does not have enough space + +146 +00:09:56,200 --> 00:10:02,840 +to display this large volume of items. So + +147 +00:10:02,840 --> 00:10:05,540 +what are we going to do? We are going to do one + +148 +00:10:05,540 --> 00:10:11,580 +thing: storing. We have to store the + +149 +00:10:11,580 --> 00:10:15,020 +items. If you would like to store the items, this + +150 +00:10:15,020 --> 00:10:20,270 +means you need storage centers. If you do not have + +151 +00:10:20,270 --> 00:10:22,630 +a storage center, this means you have to build + +152 +00:10:22,630 --> 00:10:28,450 +storage or you might rent them. After that, you + +153 +00:10:28,450 --> 00:10:31,650 +are going to require maintenance; you are going to + +154 +00:10:31,650 --> 00:10:36,710 +need inventory control so that no theft might + +155 +00:10:36,710 --> 00:10:38,650 +occur with the items you are dealing + +156 +00:10:38,650 --> 00:10:43,220 +with. Also, sometimes you are going to need a type + +157 +00:10:43,220 --> 00:10:45,500 +of insurance because, God knows what is going to + +158 +00:10:45,500 --> 00:10:47,960 +happen to this storage. It might burn down, for + +159 +00:10:47,960 --> 00:10:52,360 +example. So we need insurance. So all + +160 +00:10:52,360 --> 00:10:55,300 +these costs which are related to storage, + +161 +00:10:55,840 --> 00:11:00,700 +inventory control, insurance, taxes, rental, or + +162 +00:11:00,700 --> 00:11:04,720 +building this storage—all these are costs. Costs + +163 +00:11:04,720 --> 00:11:07,660 +classified under something called possession cost. + +164 +00:11:08,790 --> 00:11:11,850 +Are they paid by the sales agency or company? Yes. + +165 +00:11:12,850 --> 00:11:16,530 +Yes, they are paid by the sales agency. Any + +166 +00:11:16,530 --> 00:11:18,450 +questions? Any comments about the second type of + +167 +00:11:18,450 --> 00:11:21,330 +cost? Okay, let's begin and talk about the third + +168 +00:11:21,330 --> 00:11:26,870 +one: the acquisition cost. The acquisition cost + +169 +00:11:26,870 --> 00:11:32,730 +here, remember, is related to or associated + +170 +00:11:32,730 --> 00:11:37,410 +with generating purchase orders and delivery. + +171 +00:11:39,160 --> 00:11:43,440 +Purchase orders and delivery. In other words, + +172 +00:11:43,980 --> 00:11:46,240 +these costs include order processing, + +173 +00:11:47,460 --> 00:11:50,960 +interviewing salespeople, expediting shipments, + +174 +00:11:50,960 --> 00:11:54,940 +receiving and checking invoicing, and + +175 +00:11:54,940 --> 00:12:01,040 +following up on late or inaccurate deliveries. Let's + +176 +00:12:01,040 --> 00:12:05,040 +continue with our example. Imagine the IUG, the Islamic + +177 +00:12:05,040 --> 00:12:08,060 +University of Gaza, is going to be a customer. + +178 +00:12:09,720 --> 00:12:13,660 +They are going to contact your sales agency, and + +179 +00:12:13,660 --> 00:12:16,720 +the university management is asking for + +180 +00:12:16,720 --> 00:12:23,000 +20 LCD TVs to be installed, for example, in + +181 +00:12:23,000 --> 00:12:27,620 +cafeterias, in the halls, etc. This means we are + +182 +00:12:27,620 --> 00:12:32,440 +talking about a purchase order + +183 +00:12:32,440 --> 00:12:40,870 +for 20 TVs by the Islamic University of Gaza. This + +184 +00:12:40,870 --> 00:12:43,610 +purchase order will be received by our agency. + +185 +00:12:44,430 --> 00:12:47,770 +It will be examined and studied. After + +186 +00:12:47,770 --> 00:12:51,930 +that, we are going to send our car or vehicle to + +187 +00:12:51,930 --> 00:12:57,610 +fulfill this purchase order. In addition, we + +188 +00:12:57,610 --> 00:13:01,390 +are going to send our technicians. Why? For + +189 +00:13:01,390 --> 00:13:07,850 +installing and setting up all these 20 TVs. Later on, + +190 +00:13:08,210 --> 00:13:10,970 +we are going to finalize the purchase order and + +191 +00:13:10,970 --> 00:13:14,150 +we are going to ask the purchasing officer at the + +192 +00:13:14,150 --> 00:13:19,430 +IUG to sign our bill confirming that everything was + +193 +00:13:19,430 --> 00:13:24,070 +satisfactory. Later on, the invoices will be returned + +194 +00:13:24,070 --> 00:13:26,670 +to our sales agency and they are going to be + +195 +00:13:26,670 --> 00:13:30,860 +audited. We will audit them to be sure + +196 +00:13:30,860 --> 00:13:34,700 +that everything is okay with the transaction, or that + +197 +00:13:34,700 --> 00:13:38,840 +the sales transaction has been completed. Somebody + +198 +00:13:38,840 --> 00:13:42,180 +is going to ask, "Are these costs?" Of course they + +199 + +223 +00:15:16,470 --> 00:15:22,130 +Sad persons, they must know something very + +224 +00:15:22,130 --> 00:15:27,320 +important about the customer. With this important + +225 +00:15:27,320 --> 00:15:29,960 +thing we called it, look at this, + +226 +00:15:33,380 --> 00:15:40,180 +the + +227 +00:15:40,180 --> 00:15:44,460 +decision-making of the customer. The decision + +228 +00:15:44,460 --> 00:15:51,800 +making of the customer is a mystery. It isn't + +229 +00:15:51,800 --> 00:15:57,820 +well-defined. It isn't well-defined. Somebody is + +230 +00:15:57,820 --> 00:16:00,900 +going to wonder why we are talking about the + +231 +00:16:00,900 --> 00:16:02,960 +decision-making of the customer to be a mystery? + +232 +00:16:03,920 --> 00:16:07,540 +Simply because this customer, by the end, he or she + +233 +00:16:07,540 --> 00:16:13,300 +is a human being. Or this is a human being. This + +234 +00:16:13,300 --> 00:16:17,380 +being is a complex being. It is full of emotions, + +235 +00:16:19,140 --> 00:16:20,620 +feelings, + +236 +00:16:29,670 --> 00:16:32,190 +thoughts, beliefs, ideology, + +237 +00:16:35,550 --> 00:16:43,670 +reactions, and so on. But why are we listing down + +238 +00:16:43,670 --> 00:16:47,670 +all these things? To remind you we cannot frame + +239 +00:16:47,670 --> 00:16:52,220 +or work the decision-making of the customer according + +240 +00:16:52,220 --> 00:16:54,380 +to a specific model. We cannot do that. + +241 +00:16:57,840 --> 00:17:00,800 +But are we talking about indications through which + +242 +00:17:00,800 --> 00:17:03,420 +we can predict how the decision-making of the + +243 +00:17:03,420 --> 00:17:06,340 +customer is going to be? Yes, there are + +244 +00:17:06,340 --> 00:17:10,790 +indications or indicators. But the process itself, + +245 +00:17:10,910 --> 00:17:14,110 +the process of how the customer is taking a + +246 +00:17:14,110 --> 00:17:17,550 +decision of buying or not buying, we cannot + +247 +00:17:17,550 --> 00:17:21,830 +resolve it precisely and definitively. Why? Once + +248 +00:17:21,830 --> 00:17:25,630 +again, we are talking about complex human beings. + +249 +00:17:26,920 --> 00:17:29,220 +How his or her response is going to be, + +250 +00:17:29,640 --> 00:17:33,720 +God knows; we do not have exact prediction about + +251 +00:17:33,720 --> 00:17:37,860 +how persons can react or take a decision if they + +252 +00:17:37,860 --> 00:17:41,800 +would like to buy something. Therefore, if you are + +253 +00:17:41,800 --> 00:17:46,020 +going to look at it, nothing is more important to + +254 +00:17:46,020 --> 00:17:48,780 +driving an accurate selling strategy than + +255 +00:17:48,780 --> 00:17:50,940 +understanding your client's decision-making + +256 +00:17:50,940 --> 00:17:54,970 +process. Is it important to understand how the + +257 +00:17:54,970 --> 00:17:58,930 +decision-making is taken? Yes. Project teams + +258 +00:17:58,930 --> 00:18:01,570 +typically have well-defined evaluation processes, + +259 +00:18:02,150 --> 00:18:07,350 +but not a well-defined decision-making process. + +260 +00:18:08,870 --> 00:18:12,330 +This decision-making process isn't defined or + +261 +00:18:12,330 --> 00:18:16,390 +isn't well-defined because of the reasons which we + +262 +00:18:16,390 --> 00:18:20,020 +have just talked about. So in the law of algebraic + +263 +00:18:20,020 --> 00:18:22,520 +democracy, some people's votes count more than + +264 +00:18:22,520 --> 00:18:27,220 +others. Know who gets a stop vote and who gets a + +265 +00:18:27,220 --> 00:18:33,260 +real one. So this means if we do not know exactly + +266 +00:18:33,260 --> 00:18:37,420 +how the decision-making process of the customer is + +267 +00:18:37,420 --> 00:18:41,060 +going or working, this doesn't mean we should not do + +268 +00:18:41,060 --> 00:18:44,520 +our best to look for the indications which + +269 +00:18:44,520 --> 00:18:47,980 +can provide us with valuable information or data about + +270 +00:18:47,980 --> 00:18:54,840 +how the customer's decision is taken. So, a + +271 +00:18:54,840 --> 00:18:58,820 +salesperson has a duty to do. What is this duty? + +272 +00:18:59,940 --> 00:19:04,440 +He or she must understand how a decision will be + +273 +00:19:04,440 --> 00:19:08,100 +reached even more clearly than the client himself + +274 +00:19:08,100 --> 00:19:13,320 +or herself. Also, you must also understand the + +275 +00:19:13,320 --> 00:19:17,600 +approval process once you have been chosen. In + +276 +00:19:17,600 --> 00:19:20,320 +addition, you have to analyze each stakeholder, + +277 +00:19:20,620 --> 00:19:24,500 +who the customer is as a stakeholder, based on + +278 +00:19:24,500 --> 00:19:28,420 +their needs, preferences, power, and the part he or she + +279 +00:19:28,420 --> 00:19:32,260 +plays in the decision-making process. Let's stop + +280 +00:19:32,260 --> 00:19:36,940 +and circle this word, this word, and this one. + +281 +00:19:37,660 --> 00:19:42,680 +Let's talk about them. Somebody is going to say, + +282 +00:19:42,940 --> 00:19:45,220 +should the salesperson analyze the pain of the + +283 +00:19:45,220 --> 00:19:46,920 +customer? And what is the meaning of pain of + +284 +00:19:46,920 --> 00:19:51,280 +the customer? The need. So if the need isn't + +285 +00:19:51,280 --> 00:19:54,840 +satisfied, this means a pain will be left in the + +286 +00:19:54,840 --> 00:19:56,600 +soul and the spirit and the psychology of the + +287 +00:19:56,600 --> 00:19:59,680 +customer. Can you give me an example? Let's take + +288 +00:19:59,680 --> 00:20:04,640 +an example. Imagine that your electric generator + +289 +00:20:04,640 --> 00:20:10,080 +got out of order at your home. Until now, you sent + +290 +00:20:10,080 --> 00:20:14,420 +it to the technician to fix it; he told you we + +291 +00:20:14,420 --> 00:20:18,720 +cannot complete the fixing today. At night, + +292 +00:20:19,400 --> 00:20:23,160 +the electricity went out. Are we talking about + +293 +00:20:23,160 --> 00:20:25,580 +pain which is going to affect you and your family + +294 +00:20:25,580 --> 00:20:30,680 +members? Of course. For example, your daughter or son + +295 +00:20:30,680 --> 00:20:33,060 +or brother or sister, they might have an + +296 +00:20:33,060 --> 00:20:36,160 +assignment and they cannot do it because + +297 +00:20:36,160 --> 00:20:41,010 +the electricity is off. You must receive guests, and + +298 +00:20:41,010 --> 00:20:45,370 +you cannot see them, and they cannot see you too. Is + +299 +00:20:45,370 --> 00:20:48,790 +this a need? It's a need. Your child or brother + +300 +00:20:48,790 --> 00:20:50,990 +might fall down the stairs because of the + +301 +00:20:50,990 --> 00:20:53,970 +lack of electricity. Is this a need? It's a need, and so on. + +302 +00:20:55,650 --> 00:20:59,010 +So the need sometimes it is going to be the base + +303 +00:20:59,010 --> 00:21:02,070 +upon which the decision of purchasing is going to + +304 +00:21:02,070 --> 00:21:05,610 +be taken. Also, sometimes we are going to talk + +305 +00:21:05,610 --> 00:21:07,980 +about preferences. Well, let's talk about + +306 +00:21:07,980 --> 00:21:10,820 +preferences. If you would like to purchase a toy + +307 +00:21:10,820 --> 00:21:14,260 +for one of the family members. Sometimes we are + +308 +00:21:14,260 --> 00:21:17,360 +talking about toys which are manufactured in China + +309 +00:21:17,360 --> 00:21:20,000 +or in other countries, Americans or other + +310 +00:21:20,000 --> 00:21:23,080 +Malaysians and so on. If you are going to talk + +311 +00:21:23,080 --> 00:21:25,380 +about the quality preferences, you will prefer to + +312 +00:21:25,380 --> 00:21:28,920 +buy the American one rather than the Chinese, + +313 +00:21:29,120 --> 00:21:33,400 +especially after we talked about the toxic toys + +314 +00:21:33,400 --> 00:21:38,250 +manufactured by Chinese companies. Weren't they toxic? Exactly. + +315 +00:21:39,310 --> 00:21:41,890 +Also, sometimes the power is going to be the base + +316 +00:21:41,890 --> 00:21:44,770 +upon which the decision of purchasing will be + +317 +00:21:44,770 --> 00:21:47,310 +taken by the customer. What's the meaning of the + +318 +00:21:47,310 --> 00:21:49,530 +power here? For example, the financial capacity. + +319 +00:21:50,670 --> 00:21:53,790 +If I have enough financial capacity, this means I + +320 +00:21:53,790 --> 00:21:56,110 +am going to take a decision of buying items + +321 +00:21:56,110 --> 00:22:00,510 +according to my strong capacity. So I am going to + +322 +00:22:00,510 --> 00:22:03,970 +take a greater volume; also I am going to take + +323 +00:22:05,180 --> 00:22:08,520 +higher quality or volume with high standards of quality. + +324 +00:22:10,680 --> 00:22:13,700 +So the financial capacity, is it or can it be the + +325 +00:22:13,700 --> 00:22:16,240 +base upon which we can make a decision? + +326 +00:22:16,600 --> 00:22:21,680 +Yes. So don't resort to price or discounts to + +327 +00:22:21,680 --> 00:22:24,180 +create a sense of urgency. This is very important. + +328 +00:22:25,560 --> 00:22:28,360 +Sales science is teaching us something very + +329 +00:22:28,360 --> 00:22:33,740 +important. Don't ever depend solely on the basis + +330 +00:22:33,740 --> 00:22:38,140 +of discounts to attract customers. Or in + +331 +00:22:38,140 --> 00:22:42,560 +other words, don't think as a salesperson that the + +332 +00:22:42,560 --> 00:22:45,520 +process of purchasing or decision-making to buy, + +333 +00:22:46,120 --> 00:22:48,620 +which might be done by the customer, will be + +334 +00:22:48,620 --> 00:22:52,080 +controlled or dominated solely by discounts. + +335 +00:22:53,600 --> 00:22:56,420 +Discounts are a factor, but not everything. + +336 +00:22:58,100 --> 00:23:01,880 +Discounts are a factor, but not everything behind + +337 +00:23:02,450 --> 00:23:07,530 +the decision-making of purchasing. Finally, in + +338 +00:23:07,530 --> 00:23:10,370 +negotiation, power lies in alternatives rather + +339 +00:23:10,370 --> 00:23:16,070 +than in deadlines. Weakness lies in deadlines. What is the meaning of this? Can you + +340 +00:23:18,270 --> 00:23:19,950 +think of it and can you provide us with examples? + +341 +00:23:22,150 --> 00:23:25,830 +When we are saying power lies in alternatives, + +342 +00:23:26,590 --> 00:23:29,250 +weakness lies in deadlines. + +343 +00:23:31,070 --> 00:23:33,090 +Any product that the customer needs, for example, + +344 +00:23:33,230 --> 00:23:36,770 +a shoe shop; the customer needs shoes of 60 + +345 +00:23:36,770 --> 00:23:42,350 +shekels and he sees a pair of shoes of 100 + +346 +00:23:42,350 --> 00:23:45,990 +shekels and wants them for 60 shekels. You have the + +347 +00:23:45,990 --> 00:23:48,050 +alternatives; you have the power to give him the + +348 +00:23:48,050 --> 00:23:51,670 +shoes that are 60 shekels. He has 60 shekels + +349 +00:23:51,670 --> 00:23:54,950 +but wants the product that costs 100 + +350 +00:23:54,950 --> 00:23:56,950 +shekels, so you have alternative products. + +351 +00:23:56,950 --> 00:23:59,770 +When you offer him the product of 60 shekels, you + +352 +00:23:59,770 --> 00:24:04,390 +have power; you will not be at a loss. What + +353 +00:24:04,390 --> 00:24:05,250 +about the deadlines? + +354 +00:24:07,950 --> 00:24:11,350 +Less than a year, good, excellent, all the time + +355 +00:24:11,350 --> 00:24:14,210 +remember power lies in alternatives; it means what? + +356 +00:24:15,230 --> 00:24:21,090 +Imagine, for example, you are selling cell phones. If + +357 +00:24:21,090 --> 00:24:24,390 +your store is going to possess or have all the + +358 +00:24:24,390 --> 00:24:27,950 +models of cell phones, including Nokia, iPad, + +359 +00:24:28,110 --> 00:24:32,770 +iPod, Apple, Samsung, Galaxy, everything, all + +360 +00:24:32,770 --> 00:24:35,370 +these are alternatives for one product, + +361 +00:24:35,490 --> 00:24:39,190 +which is a cell phone. If the customer is going to + +362 +00:24:39,190 --> 00:24:41,250 +come to you and he or she would like to buy + +363 +00:24:41,250 --> 00:24:45,010 +something or some cell phones, this means we are + +364 +00:24:45,010 --> 00:24:48,110 +going to tell him or her we have all the + +365 +00:24:48,110 --> 00:24:51,980 +alternatives which you might think of. What is the + +366 +00:24:51,980 --> 00:24:55,780 +probability of convincing the customer to buy from + +367 +00:24:55,780 --> 00:24:59,360 +your store here in this example? It is more than + +368 +00:24:59,360 --> 00:25:04,040 +60%. Somebody is going to wonder why? Remember, + +369 +00:25:05,180 --> 00:25:09,200 +your sales offering here is going to be more + +370 +00:25:09,200 --> 00:25:13,900 +convenient than the other competitors. Why? You + +371 +00:25:13,900 --> 00:25:17,290 +have all the alternatives. So the customer is + +372 +00:25:17,290 --> 00:25:20,130 +going to say, why should we bother ourselves and + +373 +00:25:20,130 --> 00:25:24,050 +begin searching for a competitor? Why should we + +374 +00:25:24,050 --> 00:25:26,210 +take transportation? Why should we drive to + +375 +00:25:26,210 --> 00:25:29,970 +another store? Why should we bother ourselves? So + +376 +00:25:29,970 --> 00:25:32,950 +they are going to look at you as the most + +377 +00:25:32,950 --> 00:25:37,350 +convenient seller. Why? I have all the + +378 +00:25:37,350 --> 00:25:40,630 +alternatives which you as a customer might think + +379 +00:25:40,630 --> 00:25:46,780 +of. You as a customer might think of. On the other + +380 +00:25:46,780 --> 00:25:48,980 +hand, if you are going to talk about the weakness + +381 +00:25:48,980 --> 00:25:53,380 +in the deadline, this is reminding us of one + +382 +00:25:53,380 --> 00:25:58,480 +thing. Don't ever lie in sales science or in sales + +383 +00:25:58,480 --> 00:26:03,120 +activities. Don't ever lie. Don't ever lie. Be + +384 +00:26:03,120 --> 00:26:08,940 +frank and thoughtful. Look at this. If you are + +385 +00:26:08,940 --> 00:26:12,160 +going to assess, for example, the sales or the + +386 +00:26:12,160 --> 00:26:15,990 +actual sales, or the reality of the sales in Gaza, + +387 +00:26:16,850 --> 00:26:18,650 +sometimes this is going to happen to you and me. + +388 +00:26:19,530 --> 00:26:26,090 +If you are going to ask a salesperson to fix or to + +389 +00:26:26,090 --> 00:26:28,350 +maintain something for you, he or she is going to + +390 +00:26:28,350 --> 00:26:30,770 +tell you, "Tomorrow it will be ready." And + +391 +00:26:30,770 --> 00:26:32,630 +the next day, whenever you are going to go there, + +392 +00:26:33,030 --> 00:26:36,810 +he or she will apologize. "Wallah, I was very busy. Come + +393 +00:26:36,810 --> 00:26:39,050 +after three hours or come tomorrow." This is + +394 +00:26:39,050 --> 00:26:41,580 +happening to us. This is what? This is lying. + +395 +00:26:42,380 --> 00:26:45,040 +This lying is destroying the reputation and the + +396 +00:26:45,040 --> 00:26:49,620 +image of the sales agency from the root. Because + +397 +00:26:49,620 --> 00:26:52,500 +of this, we are saying, be careful whenever we are + +398 +00:26:52,500 --> 00:26:54,480 +going to talk about the deadlines of delivering + +399 +00:26:54,480 --> 00:27:00,600 +items. If you as a salesperson are not sure if the + +400 +00:27:00,600 --> 00:27:04,260 +deadline will be met by you or not, then don't + +401 +00:27:04,260 --> 00:27:08,740 +promise it or don't mention it. This is very + +402 +00:27:08,740 --> 00:27:13,030 +important. This is lying, and lying, as we said, it + +403 +00:27:13,030 --> 00:27:16,270 +is destroying the image, the reputation of the + +404 +00:27:16,270 --> 00:27:20,810 +sales agency. If you are facing difficulties in + +405 +00:27:20,810 --> 00:27:24,010 +meeting these deadlines, then don't promise, + +406 +00:27:25,550 --> 00:27:31,070 +postpone it, or be frank, or tell the truth. Okay? + +407 +00:27:31,950 --> 00:27:33,910 +So because of this, we are saying the weakness is in + +408 +00:27:33,910 --> 00:27:39,030 +the deadlines, but the power is in + +409 +00:27:39,030 --> 00:27:42,270 +alternatives, which you can offer to the + +410 +00:27:42,270 --> 00:27:46,490 +customer. Okay, let's talk about the buying center + +411 +00:27:46,490 --> 00:27:51,450 +now. The buying center is considered to be + +412 +00:27:51,450 --> 00:27:52,990 +what? Read. + +413 +00:27:56,770 --> 00:28:01,230 +The second concept. The second concept of what? Of + +414 +00:28:01,230 --> 00:28:05,050 +account relationship management. Account + +415 +00:28:05,050 --> 00:28:08,690 +Relationship Management. Whenever we are going to + +416 +00:28:08,690 --> 00:28:12,570 + +445 +00:30:02,260 --> 00:30:05,820 +something called the feasibility of manufacturing our + +446 +00:30:05,820 --> 00:30:09,860 +products. Why is the feasibility very important? + +447 +00:30:10,380 --> 00:30:13,380 +Because remember those staff members + +448 +00:30:13,380 --> 00:30:16,060 +who are going to work in manufacturing; they + +449 +00:30:16,060 --> 00:30:21,070 +will do their best to have the most efficient + +450 +00:30:21,070 --> 00:30:24,670 +and effective feasibility study for producing any + +451 +00:30:24,670 --> 00:30:28,750 +product. Why? So that the company, after a while, + +452 +00:30:28,750 --> 00:30:34,710 +can have a margin where they can provide + +453 +00:30:34,710 --> 00:30:38,730 +competitive prices for their products. For + +454 +00:30:38,730 --> 00:30:42,410 +their products. So the people who are working + +455 +00:30:42,410 --> 00:30:45,650 +in manufacturing are the second group of + +456 +00:30:45,650 --> 00:30:49,720 +members involved in the buying center. The + +457 +00:30:49,720 --> 00:30:51,740 +third group is research and + +458 +00:30:51,740 --> 00:30:53,800 +development. We know research and development. + +459 +00:30:53,980 --> 00:31:00,040 +What are they going to do? Exactly. They might be + +460 +00:31:00,040 --> 00:31:03,600 +responsible for innovating a new product, or they + +461 +00:31:03,600 --> 00:31:06,900 +might develop an existing product. So all the + +462 +00:31:06,900 --> 00:31:08,820 +staff members who are going to work in research + +463 +00:31:08,820 --> 00:31:11,140 +and development are classified as the + +464 +00:31:11,140 --> 00:31:13,280 +third members involved in the + +465 +00:31:13,280 --> 00:31:17,460 +buying center. The fourth group is the + +466 +00:31:17,460 --> 00:31:20,580 +general management. And somebody is going to say, + +467 +00:31:21,060 --> 00:31:22,560 +"The general management is doing what?" + +468 +00:31:25,560 --> 00:31:28,100 +It provides approval or + +469 +00:31:28,100 --> 00:31:31,260 +disapproval. Let's give an example. Imagine the + +470 +00:31:31,260 --> 00:31:33,760 +marketer here said, "This product we are going to + +471 +00:31:33,760 --> 00:31:38,720 +sell for $10." Can we say that these + +472 +00:31:38,720 --> 00:31:40,760 +people have the final authority to + +473 +00:31:40,760 --> 00:31:43,060 +decide to sell this product for $10? + +474 +00:31:43,060 --> 00:31:46,080 +Of course not. They are going to get + +475 +00:31:46,080 --> 00:31:50,590 +approval from whom? General management. So the + +476 +00:31:50,590 --> 00:31:52,750 +general management will say, "Yes, that's okay," + +477 +00:31:52,750 --> 00:31:56,610 +or "This isn't okay for us." So the general + +478 +00:31:56,610 --> 00:31:58,810 +management is considered the fourth member + +479 +00:31:58,810 --> 00:32:03,750 +involved in the buying center. The final + +480 +00:32:03,750 --> 00:32:08,850 +group, we call them the purchasing. Listen here, the + +481 +00:32:08,850 --> 00:32:13,010 +purchasing department refers to those staff members + +482 +00:32:13,010 --> 00:32:17,790 +who have three things: Number one, negotiation + +483 +00:32:17,790 --> 00:32:21,970 +expertise. Number two, knowledge of buying + +484 +00:32:21,970 --> 00:32:25,030 +products. And number three, close relationships + +485 +00:32:25,030 --> 00:32:30,810 +with suppliers. We are naming or labeling them + +486 +00:32:30,810 --> 00:32:35,710 +purchasers. So purchasers are persons or + +487 +00:32:35,710 --> 00:32:38,710 +staff members who have good experience in + +488 +00:32:38,710 --> 00:32:41,710 +negotiation, good experience in knowledge of + +489 +00:32:41,710 --> 00:32:44,250 +buying products, and who have good relationships with + +490 +00:32:44,250 --> 00:32:49,240 +suppliers, who are customers—who are the + +491 +00:32:49,240 --> 00:32:53,920 +customers. These persons or staff members are + +492 +00:32:53,920 --> 00:32:57,480 +going to be presentable; they are going to + +493 +00:32:57,480 --> 00:33:00,420 +be fluent in language, and they are going to + +494 +00:33:00,420 --> 00:33:05,520 +have a strong ability to convince others. + +495 +00:33:06,080 --> 00:33:09,880 +Therefore, they have strong potential to + +496 +00:33:09,880 --> 00:33:13,780 +convince the supplier or the customer to approve + +497 +00:33:13,780 --> 00:33:17,910 +the sales transaction. Why? Because of their + +498 +00:33:17,910 --> 00:33:20,790 +potential, skills, and experience. So the purchasers are the + +499 +00:33:20,790 --> 00:33:25,590 +fifth and final members involved in the + +500 +00:33:25,590 --> 00:33:29,990 +buying center. Any questions? Any comments? Any + +501 +00:33:29,990 --> 00:33:35,610 +questions? Okay, now we are going to stop here, and + +502 +00:33:35,610 --> 00:33:40,390 +next time we will continue. Next time we are going to + +503 +00:33:40,390 --> 00:33:42,850 +talk about economic buying influence. Who would + +504 +00:33:44,650 --> 00:34:05,120 +like to talk about it? If you would like to... + +506 +00:34:05,120 --> 00:34:15,280 +(repeated phrase removed) + +511 +00:34:20,050 --> 00:34:26,810 +Who would like to take this? + +512 +00:34:30,330 --> 00:34:34,290 +It's yours. Stages: Empire, Cellar, Relationship. + +513 +00:34:35,370 --> 00:34:42,370 +List it down. Any questions or comments about + +514 +00:34:42,370 --> 00:34:44,870 +today's class? Thank you very much. diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM_postprocess.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM_postprocess.srt new file mode 100644 index 0000000000000000000000000000000000000000..8e08c894ac4d4e598d0aea4c4938f683bbeb96e0 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM_postprocess.srt @@ -0,0 +1,2056 @@ +1 +00:00:21,510 --> 00:00:27,790 +Okay, good morning. Today we will go on with + +2 +00:00:27,790 --> 00:00:31,970 +account relationship management. We are going to + +3 +00:00:31,970 --> 00:00:35,250 +talk about various issues. Number one, we are + +4 +00:00:35,250 --> 00:00:37,590 +going to talk about something called value + +5 +00:00:37,590 --> 00:00:41,310 +analysis study regarding the products which we are + +6 +00:00:41,310 --> 00:00:44,470 +going to deal with. In the second part of the + +7 +00:00:44,470 --> 00:00:48,910 +class, we will talk about three types of costs + +8 +00:00:48,910 --> 00:00:53,010 +which are paid by any sales agency or sales + +9 +00:00:53,010 --> 00:00:56,910 +company. Now, let's begin our first part of + +10 +00:00:56,910 --> 00:00:59,430 +today's class. We are going to talk about standard + +11 +00:00:59,430 --> 00:01:03,710 +equations in value analysis study. The value + +12 +00:01:03,710 --> 00:01:07,530 +analysis study, we are referring to those studies + +13 +00:01:08,290 --> 00:01:12,470 +through which we are going to value the product or + +14 +00:01:12,470 --> 00:01:16,910 +the item which we are dealing with, which we are + +15 +00:01:16,910 --> 00:01:22,830 +selling or buying. Therefore, the author of our + +16 +00:01:22,830 --> 00:01:25,110 +textbook is providing us with sample or + +17 +00:01:25,110 --> 00:01:29,030 +standardized equations where the author is + +18 +00:01:29,030 --> 00:01:31,330 +providing us with about 12 or 15 questions. + +19 +00:01:32,140 --> 00:01:36,120 +through which we can value any item or a product + +20 +00:01:36,120 --> 00:01:39,780 +or good that is targeted to be as one of the sold + +21 +00:01:39,780 --> 00:01:43,320 +products in our own sales agency. So the first + +22 +00:01:43,320 --> 00:01:46,740 +question, can the item be eliminated? The word + +23 +00:01:46,740 --> 00:01:49,920 +item here, it refers to product. + +24 +00:01:52,080 --> 00:01:55,860 +I want you to remember something very important. + +25 +00:01:57,500 --> 00:02:00,940 +So far we were talking about the product and we + +26 +00:02:00,940 --> 00:02:04,880 +said the product might be a service or a good. But + +27 +00:02:04,880 --> 00:02:08,560 +also remember the product sometimes it can be the + +28 +00:02:08,560 --> 00:02:12,040 +experience. The product sometimes it can be the + +29 +00:02:12,040 --> 00:02:15,120 +person. The product sometimes it can be an + +30 +00:02:15,120 --> 00:02:18,140 +opinion. The product sometimes it can be a + +31 +00:02:18,140 --> 00:02:21,200 +consultancy. The product sometimes it can be an + +32 +00:02:21,200 --> 00:02:26,870 +idea. So all these are products. Somebody is going + +33 +00:02:26,870 --> 00:02:31,250 +to say, give us example. If we are going to be + +34 +00:02:31,250 --> 00:02:35,330 +involved with a court case, the consultancy which + +35 +00:02:35,330 --> 00:02:38,450 +we are going to get from attorney or a lawyer, it + +36 +00:02:38,450 --> 00:02:43,830 +is what? A product. The experience of the person + +37 +00:02:43,830 --> 00:02:47,830 +is a product. A good idea or a thought to make + +38 +00:02:47,830 --> 00:02:52,150 +something is a product. Can the idea be solved? + +39 +00:02:52,310 --> 00:02:56,760 +Yes, it is solved. Therefore, remember, all the + +40 +00:02:56,760 --> 00:03:00,260 +time the product is not only restricted to the + +41 +00:03:00,260 --> 00:03:03,860 +traditional things which have been talked about, + +42 +00:03:03,960 --> 00:03:08,140 +like the goods or the service. Okay? Now, go on. + +43 +00:03:09,160 --> 00:03:12,600 +If the item is not standard, can the standard item + +44 +00:03:12,600 --> 00:03:15,520 +be used? In other words, can we switch? Can we + +45 +00:03:15,520 --> 00:03:19,170 +substitute it? Third, if the item is standard, + +46 +00:03:19,490 --> 00:03:21,730 +does it completely fit the application or misfit + +47 +00:03:21,730 --> 00:03:26,830 +the application of our sales agency? Four, does + +48 +00:03:26,830 --> 00:03:29,070 +the item have a greater capacity than required? + +49 +00:03:30,150 --> 00:03:35,910 +Five, can its weight be reduced? Six, is there a + +50 +00:03:35,910 --> 00:03:38,570 +similar item in inventory that can be substituted? + +51 +00:03:39,730 --> 00:03:42,650 +Seven, are the tolerances specified closer than + +52 +00:03:42,650 --> 00:03:46,370 +the necessary? And finally, in this slide, is + +53 +00:03:46,370 --> 00:03:50,830 +unnecessary matching or machining performed on the + +54 +00:03:50,830 --> 00:03:53,630 +item? All these are samples of the questions. + +55 +00:03:54,870 --> 00:03:58,370 +Let's continue with these questions. Are + +56 +00:03:58,370 --> 00:04:01,940 +unnecessary fan finishes specified? In addition, + +57 +00:04:02,100 --> 00:04:06,080 +is commercial equity specified? Can the item be + +58 +00:04:06,080 --> 00:04:09,420 +manufactured cheaper in-house? If manufactured in + +59 +00:04:09,420 --> 00:04:12,300 +-house, can it be purchased cheaper? Is the item + +60 +00:04:12,300 --> 00:04:15,180 +classified to obtain lowest shipping rate? Can + +61 +00:04:15,180 --> 00:04:18,180 +packaging cost be reduced? Are suppliers asked for + +62 +00:04:18,180 --> 00:04:21,260 +suggestions to reduce cost? All these questions, + +63 +00:04:21,920 --> 00:04:27,320 +their answers, they are related with something + +64 +00:04:27,320 --> 00:04:28,680 +called total cost. + +65 +00:04:32,260 --> 00:04:35,280 +They are related with the total cost. So the + +66 +00:04:35,280 --> 00:04:39,160 +answer of these 15 questions are related with the + +67 +00:04:39,160 --> 00:04:43,540 +total cost of the product. Look at her. If we + +68 +00:04:43,540 --> 00:04:47,820 +return back, what do we write here? Total cost. + +69 +00:04:48,580 --> 00:04:51,900 +Somebody is going to ask, why these agencies are + +70 +00:04:51,900 --> 00:04:56,260 +so interested in analyzing the item or the product + +71 +00:04:56,260 --> 00:04:59,660 +which they are dealing with? Similarly, they would + +72 +00:04:59,660 --> 00:05:03,200 +like to make this analysis so that they can + +73 +00:05:03,200 --> 00:05:07,580 +calculate the total cost through which they can + +74 +00:05:07,580 --> 00:05:12,380 +negotiate or they can play or fix the cost of this + +75 +00:05:12,380 --> 00:05:16,360 +item according to which they can ensure a level of + +76 +00:05:16,360 --> 00:05:21,120 +profit. Because of this, they are making these + +77 +00:05:21,120 --> 00:05:25,200 +detailed analytical studies to value the item, to + +78 +00:05:25,200 --> 00:05:28,790 +value the product. They would like to understand + +79 +00:05:28,790 --> 00:05:33,190 +how this value can achieve them a kind of + +80 +00:05:33,190 --> 00:05:37,310 +profitability. Because of this, they are going to + +81 +00:05:37,310 --> 00:05:40,050 +ask similar questions like the questions which we + +82 +00:05:40,050 --> 00:05:44,730 +have just talked about. Okay? Once again, we are + +83 +00:05:44,730 --> 00:05:47,930 +emphasizing on one important point. We are not + +84 +00:05:47,930 --> 00:05:51,490 +going to memorize these questions. This is just + +85 +00:05:51,490 --> 00:05:56,170 +for your general knowledge, understanding. Now, go + +86 +00:05:56,170 --> 00:06:00,110 +on. Let's talk about the second part of today's + +87 +00:06:00,110 --> 00:06:03,030 +class. We are going to talk about three kinds of + +88 +00:06:03,030 --> 00:06:08,930 +costs. These costs, they are interrelated. They + +89 +00:06:08,930 --> 00:06:12,190 +are paid by the sales agency or the sales company. + +90 +00:06:13,270 --> 00:06:16,050 +Somebody is going to wonder, what are these three + +91 +00:06:16,050 --> 00:06:20,910 +types of costs? The first type, we called it + +92 +00:06:20,910 --> 00:06:25,350 +invoice cost. The second one, possession cost. The + +93 +00:06:25,350 --> 00:06:28,870 +third one, acquisition cost. Let's differentiate + +94 +00:06:28,870 --> 00:06:30,930 +among them because they are important and they are + +95 +00:06:30,930 --> 00:06:34,830 +going to be in the exam. Number one, we are going + +96 +00:06:34,830 --> 00:06:39,170 +to talk about the invoice cost. Remember, the + +97 +00:06:39,170 --> 00:06:43,170 +invoice cost is related to anything regarding the + +98 +00:06:43,170 --> 00:06:46,330 +invoice system which we are going to implement in + +99 +00:06:46,330 --> 00:06:51,050 +our work. Let's give example. If you are going to + +100 +00:06:51,050 --> 00:06:55,750 +go to the metro in Gaza, Imagine somebody from you + +101 +00:06:55,750 --> 00:06:59,730 +is going to buy or purchase a bottle of water, a + +102 +00:06:59,730 --> 00:07:01,970 +piece of biscuit or chocolate or whatever. + +103 +00:07:02,850 --> 00:07:06,610 +Whenever you are going to go to the exit, the + +104 +00:07:06,610 --> 00:07:12,150 +salesperson is going to scan the item. Later on, + +105 +00:07:12,770 --> 00:07:16,410 +this is a programmed automated system which is + +106 +00:07:16,410 --> 00:07:18,990 +going to list the price in front of the eyes of + +107 +00:07:18,990 --> 00:07:22,960 +the salesperson. After that, he is going to take + +108 +00:07:22,960 --> 00:07:26,500 +the second item which you bought and he once again + +109 +00:07:26,500 --> 00:07:31,680 +will scan it. After several items, the salesperson + +110 +00:07:31,680 --> 00:07:34,020 +directly is going to provide you with the total + +111 +00:07:34,020 --> 00:07:38,740 +cost which you must pay. At the same time, he is + +112 +00:07:38,740 --> 00:07:42,500 +going to release an invoice and he or she will put + +113 +00:07:42,500 --> 00:07:47,280 +it in your bucket. This is what? This is a + +114 +00:07:47,280 --> 00:07:51,160 +programmed electronic system. through which we can + +115 +00:07:51,160 --> 00:07:55,160 +handle and manage our invoices. Let's ask + +116 +00:07:55,160 --> 00:07:58,580 +ourselves this question. Is this system for free? + +117 +00:07:59,420 --> 00:08:02,780 +Does it require money? Does it cost the management + +118 +00:08:02,780 --> 00:08:06,420 +of the sales agency? Of course. So all these + +119 +00:08:06,420 --> 00:08:09,960 +financial costs, they are classified to be under + +120 +00:08:09,960 --> 00:08:15,060 +invoice cost. Clear? Any questions? Any comments? + +121 +00:08:15,560 --> 00:08:18,600 +By the way, this system requires also regular + +122 +00:08:18,600 --> 00:08:22,580 +maintenance. So all these things they are + +123 +00:08:22,580 --> 00:08:25,740 +classified to be invoice costs, in other words, + +124 +00:08:26,300 --> 00:08:29,860 +costs which must be paid by the sales agency to + +125 +00:08:29,860 --> 00:08:33,260 +handle and to manage the invoices of the customers + +126 +00:08:33,260 --> 00:08:38,460 +smoothly, efficiently and quickly. Any question + +127 +00:08:38,460 --> 00:08:41,700 +about the first type? Let's talk about the second + +128 +00:08:41,700 --> 00:08:44,860 +type. The second type it is the possession cost. + +129 +00:08:45,460 --> 00:08:47,620 +The possession cost it comes from the verb + +130 +00:08:47,620 --> 00:08:48,420 +possess. + +131 +00:08:51,000 --> 00:08:53,740 +We know the meaning of the word Bussis, Yamtalik. + +132 +00:08:54,340 --> 00:08:58,520 +Bussishing costs, look at here, costs associated + +133 +00:08:58,520 --> 00:09:03,580 +with stock billing, between delivery and use. + +134 +00:09:05,520 --> 00:09:08,560 +These costs include building and maintenance of + +135 +00:09:08,560 --> 00:09:12,400 +storage areas, inventory control, insurance, + +136 +00:09:13,140 --> 00:09:16,640 +taxes, bill of wage, and interest charges on money + +137 +00:09:16,640 --> 00:09:21,260 +borrowed to pay for inventory. Look at here and + +138 +00:09:21,260 --> 00:09:24,300 +let's strike an example. Imagine you are going to + +139 +00:09:24,300 --> 00:09:29,660 +have a sales agency or company where you are + +140 +00:09:29,660 --> 00:09:31,260 +selling electronics. + +141 +00:09:34,620 --> 00:09:38,440 +These electronics, they are various. Sometimes you + +142 +00:09:38,440 --> 00:09:41,140 +are going to talk about TVs, sometimes you are + +143 +00:09:41,140 --> 00:09:43,920 +going to talk about LCDs, sometimes you are + +144 +00:09:43,920 --> 00:09:51,280 +talking about laptops and etc. Remember, the store + +145 +00:09:51,280 --> 00:09:56,200 +which we are going to have, its space is not + +146 +00:09:56,200 --> 00:10:02,840 +enough to display this big volume of items. So + +147 +00:10:02,840 --> 00:10:05,540 +what we are going to do? We are going to do one + +148 +00:10:05,540 --> 00:10:11,580 +thing, which is storing. We have to store the + +149 +00:10:11,580 --> 00:10:15,020 +items. If you would like to store the items, this + +150 +00:10:15,020 --> 00:10:20,270 +means you need storage centers. If you do not have + +151 +00:10:20,270 --> 00:10:22,630 +a storage center, this means you have to build + +152 +00:10:22,630 --> 00:10:28,450 +storage or you might rent them. After this, you + +153 +00:10:28,450 --> 00:10:31,650 +are going to require maintenance, you are going to + +154 +00:10:31,650 --> 00:10:36,710 +ask for inventory control so that no theft might + +155 +00:10:36,710 --> 00:10:38,650 +happen against the items which you are dealing + +156 +00:10:38,650 --> 00:10:43,220 +with. Also, sometimes you are going to have a kind + +157 +00:10:43,220 --> 00:10:45,500 +of insurance because God knows what is going to + +158 +00:10:45,500 --> 00:10:47,960 +happen with this storage. It might be burnt for + +159 +00:10:47,960 --> 00:10:52,360 +example. So we need a kind of insurance. So all + +160 +00:10:52,360 --> 00:10:55,300 +these costs which are related to storage, + +161 +00:10:55,840 --> 00:11:00,700 +inventory control, insurance, taxes, rental or + +162 +00:11:00,700 --> 00:11:04,720 +building this storage, all these are costs. Costs + +163 +00:11:04,720 --> 00:11:07,660 +classified under something called position cost. + +164 +00:11:08,790 --> 00:11:11,850 +Are they paid by the sales agency or company? Yes. + +165 +00:11:12,850 --> 00:11:16,530 +Yes, they are paid by the sales agency. Any + +166 +00:11:16,530 --> 00:11:18,450 +question, any comments about the second type of + +167 +00:11:18,450 --> 00:11:21,330 +cost? Okay, let's begin and talk about the third + +168 +00:11:21,330 --> 00:11:26,870 +one. The acquisition cost. The acquisition cost + +169 +00:11:26,870 --> 00:11:32,730 +here, remember, they are related or associated + +170 +00:11:32,730 --> 00:11:37,410 +with generating purchasing order and delivery. + +171 +00:11:39,160 --> 00:11:43,440 +purchasing order and delivery. In other words, + +172 +00:11:43,980 --> 00:11:46,240 +these costs include order orientation, + +173 +00:11:47,460 --> 00:11:50,960 +interviewing salespeople, expediting sending + +174 +00:11:50,960 --> 00:11:54,940 +deliveries, receiving and editing invoicing, and + +175 +00:11:54,940 --> 00:12:01,040 +follow-up on later or inaccurate deliveries. Let's + +176 +00:12:01,040 --> 00:12:05,040 +continue our example. Imagine the IUG, the Islamic + +177 +00:12:05,040 --> 00:12:08,060 +University of Gaza, is going to be a customer, + +178 +00:12:09,720 --> 00:12:13,660 +They are going to contact your sales agency, and + +179 +00:12:13,660 --> 00:12:16,720 +the management of the university is asking for + +180 +00:12:16,720 --> 00:12:23,000 +having 20 TV LCDs to be installed for example in + +181 +00:12:23,000 --> 00:12:27,620 +cafeterias, in the halls, etc. This means we are + +182 +00:12:27,620 --> 00:12:32,440 +talking about purchasing order + +183 +00:12:32,440 --> 00:12:40,870 +of 20 TVs by the Islamic University of Gaza. This + +184 +00:12:40,870 --> 00:12:43,610 +purchasing order will be received by our agency. + +185 +00:12:44,430 --> 00:12:47,770 +It will be examined and it will be studied. After + +186 +00:12:47,770 --> 00:12:51,930 +that, we are going to send our car or vehicle to + +187 +00:12:51,930 --> 00:12:57,610 +transfer this order of purchasing. In addition, we + +188 +00:12:57,610 --> 00:13:01,390 +are going to send our technicians. Why? For + +189 +00:13:01,390 --> 00:13:07,850 +installing and fixing all these 20 TVs. Later on, + +190 +00:13:08,210 --> 00:13:10,970 +we are going to finalize the purchasing order and + +191 +00:13:10,970 --> 00:13:14,150 +we are going to ask the purchasing officer in the + +192 +00:13:14,150 --> 00:13:19,430 +AUG to sign our bill that everything was + +193 +00:13:19,430 --> 00:13:24,070 +satisfied. Later on, the invoices will be returned + +194 +00:13:24,070 --> 00:13:26,670 +back to our sales agency and they are going to be + +195 +00:13:26,670 --> 00:13:30,860 +audited. while we are going to audit it to be sure + +196 +00:13:30,860 --> 00:13:34,700 +that everything is okay with the transaction or + +197 +00:13:34,700 --> 00:13:38,840 +the sales transaction has been finalized. Somebody + +198 +00:13:38,840 --> 00:13:42,180 +is going to ask, are these costs? Of course they + +199 +00:13:42,180 --> 00:13:45,220 +are costs. We are sending technicians and they are + +200 +00:13:45,220 --> 00:13:48,420 +payable. We are sending vehicle or car and we are + +201 +00:13:48,420 --> 00:13:51,060 +talking about gas. We are talking about the time + +202 +00:13:51,060 --> 00:13:54,780 +of the editor and so on. So all these costs, they + +203 +00:13:54,780 --> 00:13:59,850 +are classified to be under acquisition cost. So to + +204 +00:13:59,850 --> 00:14:03,050 +sum up in this part, so far we have been talking + +205 +00:14:03,050 --> 00:14:06,410 +about three types of costs which are paid by sales + +206 +00:14:06,410 --> 00:14:10,250 +organization. Number one, invoice cost. Number + +207 +00:14:10,250 --> 00:14:13,410 +two, position cost. Number three, acquisition one. + +208 +00:14:14,630 --> 00:14:17,810 +With these three costs, I want you to remember + +209 +00:14:17,810 --> 00:14:21,070 +them and to remember our example. Why? Because I'm + +210 +00:14:21,070 --> 00:14:24,380 +going to ask you in the exam about them. Clear? + +211 +00:14:24,900 --> 00:14:27,820 +Let's give example about these equations. Imagine + +212 +00:14:27,820 --> 00:14:30,040 +for example we are going to provide you with this + +213 +00:14:30,040 --> 00:14:34,180 +sentence. I want you to state or to decide if this + +214 +00:14:34,180 --> 00:14:37,880 +sentence is correct or false. Take this sentence. + +215 +00:14:38,620 --> 00:14:43,700 +Invoice cost includes + +216 +00:14:43,700 --> 00:14:49,220 +costs related to storage. False. What is the + +217 +00:14:49,220 --> 00:14:51,560 +correct answer? Excellent. + +218 +00:14:55,670 --> 00:14:57,950 +Is there any question? Do you would like to + +219 +00:14:57,950 --> 00:14:59,770 +comment about the things which we have just talked + +220 +00:14:59,770 --> 00:15:06,010 +about? Go on. Okay, let's go on. Now, let's talk + +221 +00:15:06,010 --> 00:15:10,010 +about another thing in today's class. And please + +222 +00:15:10,010 --> 00:15:11,130 +be attentive there. + +223 +00:15:16,470 --> 00:15:22,130 +Sad persons, they must know something very + +224 +00:15:22,130 --> 00:15:27,320 +important. about the customer. With this important + +225 +00:15:27,320 --> 00:15:29,960 +thing we called it, look at this, + +226 +00:15:33,380 --> 00:15:40,180 +the + +227 +00:15:40,180 --> 00:15:44,460 +decision making of the customer. The decision + +228 +00:15:44,460 --> 00:15:51,800 +making of the customer is a mystery. It isn't + +229 +00:15:51,800 --> 00:15:57,820 +well defined. It isn't well defined. Somebody is + +230 +00:15:57,820 --> 00:16:00,900 +going to wonder, why we are talking about the + +231 +00:16:00,900 --> 00:16:02,960 +decision making of the customer to be a mystery? + +232 +00:16:03,920 --> 00:16:07,540 +Simply because this customer by the end he or she + +233 +00:16:07,540 --> 00:16:13,300 +is a human being. Or this is a human being. This + +234 +00:16:13,300 --> 00:16:17,380 +being is a complex being. It is full of emotions, + +235 +00:16:19,140 --> 00:16:20,620 +feelings, + +236 +00:16:29,670 --> 00:16:32,190 +Thoughts, Beliefs, Ideology, + +237 +00:16:35,550 --> 00:16:43,670 +Reaction and so on. But why we are listing down + +238 +00:16:43,670 --> 00:16:47,670 +all these things? To remind you we cannot frame + +239 +00:16:47,670 --> 00:16:52,220 +work the decision-making of the customer according + +240 +00:16:52,220 --> 00:16:54,380 +to a specific model. We cannot do that. + +241 +00:16:57,840 --> 00:17:00,800 +But are we talking about indications through which + +242 +00:17:00,800 --> 00:17:03,420 +we can predict how the decision-making of the + +243 +00:17:03,420 --> 00:17:06,340 +customer is going to be? Yes, there are + +244 +00:17:06,340 --> 00:17:10,790 +indications or indicators. But the process itself, + +245 +00:17:10,910 --> 00:17:14,110 +the process of how the customer is taking a + +246 +00:17:14,110 --> 00:17:17,550 +decision of buying or not buying, we cannot + +247 +00:17:17,550 --> 00:17:21,830 +resolve it precisely and definitely. Why? Once + +248 +00:17:21,830 --> 00:17:25,630 +again, we are talking about complex human beings. + +249 +00:17:26,920 --> 00:17:29,220 +how his response or her response is going to be, + +250 +00:17:29,640 --> 00:17:33,720 +God knows we do not have exact prediction about + +251 +00:17:33,720 --> 00:17:37,860 +how persons can react or take a decision if they + +252 +00:17:37,860 --> 00:17:41,800 +would like to buy something. Therefore, if you are + +253 +00:17:41,800 --> 00:17:46,020 +going to look at her, nothing is more important to + +254 +00:17:46,020 --> 00:17:48,780 +driving an accurate selling strategy than + +255 +00:17:48,780 --> 00:17:50,940 +understanding your client's decision making + +256 +00:17:50,940 --> 00:17:54,970 +process. Is it important to understand how the + +257 +00:17:54,970 --> 00:17:58,930 +decision-making is taken? Yes. Project teams + +258 +00:17:58,930 --> 00:18:01,570 +typically have well-defined evaluation process, + +259 +00:18:02,150 --> 00:18:07,350 +but not a well-defined decision-making process. + +260 +00:18:08,870 --> 00:18:12,330 +This decision-making process isn't defined or + +261 +00:18:12,330 --> 00:18:16,390 +isn't well-defined because of the reasons which we + +262 +00:18:16,390 --> 00:18:20,020 +have just talked about. So in the law of algebraic + +263 +00:18:20,020 --> 00:18:22,520 +democracy, some people's votes count more than + +264 +00:18:22,520 --> 00:18:27,220 +others. Know who gets a stop vote and who gets a + +265 +00:18:27,220 --> 00:18:33,260 +real one. So this means if we do not know exactly + +266 +00:18:33,260 --> 00:18:37,420 +how the decision making process of the customer is + +267 +00:18:37,420 --> 00:18:41,060 +going or working, this doesn't mean we should do + +268 +00:18:41,060 --> 00:18:44,520 +our best to look for the indication. which can + +269 +00:18:44,520 --> 00:18:47,980 +provide us with valuable information or data about + +270 +00:18:47,980 --> 00:18:54,840 +how the customer's decision is taken. So, a + +271 +00:18:54,840 --> 00:18:58,820 +salesperson has a duty to do. What is this duty? + +272 +00:18:59,940 --> 00:19:04,440 +He or she must understand how a decision will be + +273 +00:19:04,440 --> 00:19:08,100 +reached even more clearly than the client himself + +274 +00:19:08,100 --> 00:19:13,320 +or herself. Also, you must also understand the + +275 +00:19:13,320 --> 00:19:17,600 +approval process once you have been chosen. In + +276 +00:19:17,600 --> 00:19:20,320 +addition, you have to analyze each stakeholder, + +277 +00:19:20,620 --> 00:19:24,500 +who the customer is as a stakeholder, based on + +278 +00:19:24,500 --> 00:19:28,420 +ban, preferences, power, and the part he or she + +279 +00:19:28,420 --> 00:19:32,260 +plays in the decision-making process. Let's stop + +280 +00:19:32,260 --> 00:19:36,940 +and circle this word, this word, and this one. + +281 +00:19:37,660 --> 00:19:42,680 +Let's talk about them. Somebody is going to say, + +282 +00:19:42,940 --> 00:19:45,220 +should the salesperson analyze the pain of the + +283 +00:19:45,220 --> 00:19:46,920 +customer? And what is the meaning of pain of + +284 +00:19:46,920 --> 00:19:51,280 +customer? The need. So if the need isn't + +285 +00:19:51,280 --> 00:19:54,840 +satisfied, this means a pain will be left in the + +286 +00:19:54,840 --> 00:19:56,600 +soul and the spirit and the psychology of the + +287 +00:19:56,600 --> 00:19:59,680 +customer. Can you give me an example? Let's take + +288 +00:19:59,680 --> 00:20:04,640 +an example. Imagine that your electric generator + +289 +00:20:04,640 --> 00:20:10,080 +got out of order at your home. Until now, you sent + +290 +00:20:10,080 --> 00:20:14,420 +it to the technician to fix it, he told you, we + +291 +00:20:14,420 --> 00:20:18,720 +cannot complete the fixing today. When the night, + +292 +00:20:19,400 --> 00:20:23,160 +the electricity got down. Are we talking about + +293 +00:20:23,160 --> 00:20:25,580 +pain which is going to affect you and your family + +294 +00:20:25,580 --> 00:20:30,680 +members? Of course. Example, your daughter or son + +295 +00:20:30,680 --> 00:20:33,060 +or brother or sister, they might have an + +296 +00:20:33,060 --> 00:20:36,160 +assignment and they cannot do it because + +297 +00:20:36,160 --> 00:20:41,010 +electricity is off. You must receive guests and + +298 +00:20:41,010 --> 00:20:45,370 +you cannot see and they cannot see you too. Is + +299 +00:20:45,370 --> 00:20:48,790 +this a ban? It's a ban. Your child or brother + +300 +00:20:48,790 --> 00:20:50,990 +might fall down the stairs because of the + +301 +00:20:50,990 --> 00:20:53,970 +electricity. Is this a ban? It's a ban and so on. + +302 +00:20:55,650 --> 00:20:59,010 +So the ban sometimes it is going to be the base + +303 +00:20:59,010 --> 00:21:02,070 +upon which the decision of purchasing is going to + +304 +00:21:02,070 --> 00:21:05,610 +be taken. Also sometimes we are going to talk + +305 +00:21:05,610 --> 00:21:07,980 +about preferences. Well, let's talk about + +306 +00:21:07,980 --> 00:21:10,820 +preferences. If you would like to purchase a toy + +307 +00:21:10,820 --> 00:21:14,260 +for one of the family members. Sometimes we are + +308 +00:21:14,260 --> 00:21:17,360 +talking about toys which are manufactured by China + +309 +00:21:17,360 --> 00:21:20,000 +or in China or others Americans or others + +310 +00:21:20,000 --> 00:21:23,080 +Malaysians and so on. If you are going to talk + +311 +00:21:23,080 --> 00:21:25,380 +about the quality preferences, you will prefer to + +312 +00:21:25,380 --> 00:21:28,920 +buy the American one rather than the Chinese, + +313 +00:21:29,120 --> 00:21:33,400 +especially after we talked about the toxic toys + +314 +00:21:33,400 --> 00:21:38,250 +manufactured by Chinese. Wasn't it toxic? Exactly. + +315 +00:21:39,310 --> 00:21:41,890 +Also sometimes the power is going to be the base + +316 +00:21:41,890 --> 00:21:44,770 +upon which the decision of purchasing will be + +317 +00:21:44,770 --> 00:21:47,310 +taken by the customer. What's the meaning of the + +318 +00:21:47,310 --> 00:21:49,530 +power here? For example, the financial capacity. + +319 +00:21:50,670 --> 00:21:53,790 +If I have enough financial capacity, this means I + +320 +00:21:53,790 --> 00:21:56,110 +am going to take a decision of buying items + +321 +00:21:56,110 --> 00:22:00,510 +according to my strong capacity. So I am going to + +322 +00:22:00,510 --> 00:22:03,970 +take a greater volume, also I am going to take + +323 +00:22:05,180 --> 00:22:08,520 +Quality or volume with high standards of quality. + +324 +00:22:10,680 --> 00:22:13,700 +So the financial capacity, is it or can it be the + +325 +00:22:13,700 --> 00:22:16,240 +base upon which we can take a decision making? + +326 +00:22:16,600 --> 00:22:21,680 +Yes. So don't resort to price or discounts to + +327 +00:22:21,680 --> 00:22:24,180 +create a sense of urgency. This is very important. + +328 +00:22:25,560 --> 00:22:28,360 +Sales science is teaching us something very + +329 +00:22:28,360 --> 00:22:33,740 +important. Don't ever depend solely on the basis + +330 +00:22:33,740 --> 00:22:38,140 +of discounts to attract what? The customers. Or in + +331 +00:22:38,140 --> 00:22:42,560 +other words, don't think as a salesperson that the + +332 +00:22:42,560 --> 00:22:45,520 +process of purchasing or decision-making to buy, + +333 +00:22:46,120 --> 00:22:48,620 +which might be done by the customer, will be + +334 +00:22:48,620 --> 00:22:52,080 +controlled or dominated alone by discounts. + +335 +00:22:53,600 --> 00:22:56,420 +Discounts is a factor, but isn't everything. + +336 +00:22:58,100 --> 00:23:01,880 +Discounts is a factor, but isn't everything behind + +337 +00:23:02,450 --> 00:23:07,530 +the decision-making of purchasing. Finally, in + +338 +00:23:07,530 --> 00:23:10,370 +negotiation, power lies in alternatives rather + +339 +00:23:10,370 --> 00:23:16,070 +than in the deadlines. Weaknesses lies in the + +340 +00:23:16,070 --> 00:23:18,270 +deadlines. What is the meaning of this? Can you + +341 +00:23:18,270 --> 00:23:19,950 +think of it and can you provide us with examples? + +342 +00:23:22,150 --> 00:23:25,830 +When we are saying power lies in alternatives, + +343 +00:23:26,590 --> 00:23:29,250 +weakness lies in deadlines. + +344 +00:23:31,070 --> 00:23:33,090 +any products that the customer needs. For example, + +345 +00:23:33,230 --> 00:23:36,770 +a shoes shop, the customer needs shoes of 60 + +346 +00:23:36,770 --> 00:23:42,350 +shekels and he sees that a pair of shoes of 100 + +347 +00:23:42,350 --> 00:23:45,990 +shekels and wants it by 60 shekels. You buy the + +348 +00:23:45,990 --> 00:23:48,050 +alternatives, you have the power to give him the + +349 +00:23:48,050 --> 00:23:51,670 +shoes that is of 60 shekels. He has the 60 shekels + +350 +00:23:51,670 --> 00:23:54,950 +but wants the but on the product of that 100 + +351 +00:23:54,950 --> 00:23:56,950 +shekels so that you have alternative of products + +352 +00:23:56,950 --> 00:23:59,770 +when you offer him the product of 60 shekels you + +353 +00:23:59,770 --> 00:24:04,390 +have a power you will not be in a loss good what + +354 +00:24:04,390 --> 00:24:05,250 +about the deadlines? + +355 +00:24:07,950 --> 00:24:11,350 +less than a year good excellent all the time + +356 +00:24:11,350 --> 00:24:14,210 +remember power lies in alternatives it means what? + +357 +00:24:15,230 --> 00:24:21,090 +imagine for example you are selling cell phones If + +358 +00:24:21,090 --> 00:24:24,390 +your store is going to possess or have all the + +359 +00:24:24,390 --> 00:24:27,950 +models of cell phones, including Nokia, iPad, + +360 +00:24:28,110 --> 00:24:32,770 +iBot, Apple, Samsung, Galaxy, everything, all + +361 +00:24:32,770 --> 00:24:35,370 +these are what? Alternatives for one product, + +362 +00:24:35,490 --> 00:24:39,190 +which is cell phone. If the customer is going to + +363 +00:24:39,190 --> 00:24:41,250 +come to you and he or she would like to buy + +364 +00:24:41,250 --> 00:24:45,010 +something or some cell phones, this means we are + +365 +00:24:45,010 --> 00:24:48,110 +going to tell him or her, we have all the + +366 +00:24:48,110 --> 00:24:51,980 +alternatives which you might think of. What is the + +367 +00:24:51,980 --> 00:24:55,780 +probability of convincing the customer to buy from + +368 +00:24:55,780 --> 00:24:59,360 +your store hair in this example? It is more than + +369 +00:24:59,360 --> 00:25:04,040 +60%. Somebody is going to wonder why? Remember, + +370 +00:25:05,180 --> 00:25:09,200 +your sales offering hair is going to be more + +371 +00:25:09,200 --> 00:25:13,900 +convenient than the other competitors. Why? You + +372 +00:25:13,900 --> 00:25:17,290 +have all the alternatives. So the customer is + +373 +00:25:17,290 --> 00:25:20,130 +going to say why we should bother ourselves and + +374 +00:25:20,130 --> 00:25:24,050 +begin searching for a competitor? Why we should + +375 +00:25:24,050 --> 00:25:26,210 +take a transportation? Why we should drive to + +376 +00:25:26,210 --> 00:25:29,970 +another store? Why we should bother ourselves? So + +377 +00:25:29,970 --> 00:25:32,950 +they are going to look at you as the most + +378 +00:25:32,950 --> 00:25:37,350 +convenient seller. Why? I have all the + +379 +00:25:37,350 --> 00:25:40,630 +alternatives which you as a customer might think + +380 +00:25:40,630 --> 00:25:46,780 +of. You as a customer might think of In the other + +381 +00:25:46,780 --> 00:25:48,980 +hand, if you are going to talk about the weakness + +382 +00:25:48,980 --> 00:25:53,380 +in the deadline, this is reminding us with one + +383 +00:25:53,380 --> 00:25:58,480 +thing. Don't ever lie in sales science or in sales + +384 +00:25:58,480 --> 00:26:03,120 +activities. Don't ever lie. Don't ever lie. Be + +385 +00:26:03,120 --> 00:26:08,940 +frank and thoughtful. Look at here. If you are + +386 +00:26:08,940 --> 00:26:12,160 +going to assess for example the sales or the + +387 +00:26:12,160 --> 00:26:15,990 +actual sales, or the reality of the sales in Gaza. + +388 +00:26:16,850 --> 00:26:18,650 +Sometimes this is going to happen with you and me. + +389 +00:26:19,530 --> 00:26:26,090 +If you are going to ask a salesperson to fix or to + +390 +00:26:26,090 --> 00:26:28,350 +maintain something for you, he or she is going to + +391 +00:26:28,350 --> 00:26:30,770 +tell you, tomorrow it is going to be ready. And + +392 +00:26:30,770 --> 00:26:32,630 +the next day, whenever you are going to go there, + +393 +00:26:33,030 --> 00:26:36,810 +he will apologize. Wallah, I was very busy. Come + +394 +00:26:36,810 --> 00:26:39,050 +after three hours or come tomorrow. This is + +395 +00:26:39,050 --> 00:26:41,580 +happening with us. This is what this is lying. + +396 +00:26:42,380 --> 00:26:45,040 +This lying is destroying the reputation and the + +397 +00:26:45,040 --> 00:26:49,620 +image of the sales agency from the root. Because + +398 +00:26:49,620 --> 00:26:52,500 +of this, we are saying, be careful whenever we are + +399 +00:26:52,500 --> 00:26:54,480 +going to talk about the deadlines of delivering + +400 +00:26:54,480 --> 00:27:00,600 +items. If you as a salesperson are not sure if the + +401 +00:27:00,600 --> 00:27:04,260 +deadline will be met by you or not, then don't + +402 +00:27:04,260 --> 00:27:08,740 +promise it or don't speak it up. This is very + +403 +00:27:08,740 --> 00:27:13,030 +important. This is lying, and lying as we said, it + +404 +00:27:13,030 --> 00:27:16,270 +is destroying the image, the reputation of the + +405 +00:27:16,270 --> 00:27:20,810 +sales agency. If you are facing difficulties in + +406 +00:27:20,810 --> 00:27:24,010 +meeting these deadlines, then don't promise, + +407 +00:27:25,550 --> 00:27:31,070 +postpone it, or be frank, or say the truth. Okay? + +408 +00:27:31,950 --> 00:27:33,910 +So because of this, we are saying the weaknesses + +409 +00:27:33,910 --> 00:27:39,030 +in the deadlines. but the power is in + +410 +00:27:39,030 --> 00:27:42,270 +alternatives, which you can offer for the + +411 +00:27:42,270 --> 00:27:46,490 +customer. Okay, let's talk about the buying center + +412 +00:27:46,490 --> 00:27:51,450 +now. The buying center, it is considered to be + +413 +00:27:51,450 --> 00:27:52,990 +what? Read. + +414 +00:27:56,770 --> 00:28:01,230 +The second concept. The second concept of what? Of + +415 +00:28:01,230 --> 00:28:05,050 +account relationship management. Account + +416 +00:28:05,050 --> 00:28:08,690 +Relationship Management. Whenever we are going to + +417 +00:28:08,690 --> 00:28:12,570 +refer to the buying center, here we are referring + +418 +00:28:12,570 --> 00:28:17,970 +to the whole people who are formally or informally + +419 +00:28:17,970 --> 00:28:20,710 +involved in the purchasing order. + +420 +00:28:25,710 --> 00:28:29,150 +So once again, we are referring to the people who + +421 +00:28:29,150 --> 00:28:32,110 +are involved either formally or informally. In + +422 +00:28:32,110 --> 00:28:36,850 +which? In purchasing order or decision. This is + +423 +00:28:36,850 --> 00:28:40,270 +the meaning of the buying center. So if you are + +424 +00:28:40,270 --> 00:28:42,810 +going to talk about the people, then we have to + +425 +00:28:42,810 --> 00:28:51,450 +talk about the members who will be involved in the + +426 +00:28:51,450 --> 00:28:56,100 +buying center. in the buying center. Who are they? + +427 +00:28:57,200 --> 00:29:01,460 +Who are they? The answer is here. Let's begin + +428 +00:29:01,460 --> 00:29:05,360 +talking about them in a very detailed way. In a + +429 +00:29:05,360 --> 00:29:10,260 +very detailed way. Let's begin with the first + +430 +00:29:10,260 --> 00:29:13,680 +group of the people who are involved in the buying + +431 +00:29:13,680 --> 00:29:16,880 +center. Number one, the people or the staff + +432 +00:29:16,880 --> 00:29:18,840 +members who are going to work in the marketing. + +433 +00:29:20,160 --> 00:29:23,040 +All the time as you studied in marketing, the + +434 +00:29:23,040 --> 00:29:26,100 +marketers, they are involved or they are focusing + +435 +00:29:26,100 --> 00:29:29,120 +their attention on three items. Number one, + +436 +00:29:29,600 --> 00:29:32,540 +products materials. Number two, packaging. Number + +437 +00:29:32,540 --> 00:29:37,060 +three, price. So any person in the company who is + +438 +00:29:37,060 --> 00:29:39,980 +going to be involved in these three items, this + +439 +00:29:39,980 --> 00:29:41,900 +means this person is belonging to the marketing + +440 +00:29:41,900 --> 00:29:44,600 +department and the marketing department itself is + +441 +00:29:44,600 --> 00:29:49,800 +belonging to buying center. The second group of + +442 +00:29:49,800 --> 00:29:52,580 +the people they are named to be the manufacturing. + +443 +00:29:53,900 --> 00:29:58,680 +Those manufacturers they are involved and their + +444 +00:29:58,680 --> 00:30:02,260 +work or the core work is to provide us with + +445 +00:30:02,260 --> 00:30:05,820 +something called feasibility of manufacturing our + +446 +00:30:05,820 --> 00:30:09,860 +products. Why the feasibility is very important? + +447 +00:30:10,380 --> 00:30:13,380 +Because all the time remember those staff members + +448 +00:30:13,380 --> 00:30:16,060 +who are going to work in the manufacturing they + +449 +00:30:16,060 --> 00:30:21,070 +will do their own best to have the most efficient + +450 +00:30:21,070 --> 00:30:24,670 +and effective feasibility study for producing any + +451 +00:30:24,670 --> 00:30:28,750 +product. Why? So that the company after a while + +452 +00:30:28,750 --> 00:30:34,710 +can have a kind of margin where they can provide + +453 +00:30:34,710 --> 00:30:38,730 +competitive prices for their own products. For + +454 +00:30:38,730 --> 00:30:42,410 +their own products. So the people who are working + +455 +00:30:42,410 --> 00:30:45,650 +in the manufacturing they are the second group of + +456 +00:30:45,650 --> 00:30:49,720 +members who are involved in buying center. The + +457 +00:30:49,720 --> 00:30:51,740 +third group, we are talking about research and + +458 +00:30:51,740 --> 00:30:53,800 +development. We know the research and development. + +459 +00:30:53,980 --> 00:31:00,040 +What they are going to do? Exactly. They might be + +460 +00:31:00,040 --> 00:31:03,600 +responsible for innovating a new product or they + +461 +00:31:03,600 --> 00:31:06,900 +might develop the existing product. So all the + +462 +00:31:06,900 --> 00:31:08,820 +staff members who are going to work in research + +463 +00:31:08,820 --> 00:31:11,140 +and development, they are classified to be the + +464 +00:31:11,140 --> 00:31:13,280 +third members who are going to be involved in + +465 +00:31:13,280 --> 00:31:17,460 +buying center. The fourth group, they are the + +466 +00:31:17,460 --> 00:31:20,580 +general management. And somebody is going to say, + +467 +00:31:21,060 --> 00:31:22,560 +the general management is doing what? + +468 +00:31:25,560 --> 00:31:28,100 +It is going to provide us with approval or + +469 +00:31:28,100 --> 00:31:31,260 +disapproval. Let's give example. Imagine the + +470 +00:31:31,260 --> 00:31:33,760 +marketer here said, this product we are going to + +471 +00:31:33,760 --> 00:31:38,720 +sell it with 10 US dollar. Can we say that those + +472 +00:31:38,720 --> 00:31:40,760 +people have the authority or a final authority to + +473 +00:31:40,760 --> 00:31:43,060 +take a decision to sell this product with the 10 + +474 +00:31:43,060 --> 00:31:46,080 +US dollar? Of course not. They are going to get + +475 +00:31:46,080 --> 00:31:50,590 +approval from whom? General management. so the + +476 +00:31:50,590 --> 00:31:52,750 +general management is going to say yes that's okay + +477 +00:31:52,750 --> 00:31:56,610 +or this isn't okay for us so the general + +478 +00:31:56,610 --> 00:31:58,810 +management is considered to be the fourth members + +479 +00:31:58,810 --> 00:32:03,750 +who are involved in the buying center the final + +480 +00:32:03,750 --> 00:32:08,850 +group we call them the purchasing listen here the + +481 +00:32:08,850 --> 00:32:13,010 +purchasing we are referring to those staff members + +482 +00:32:13,010 --> 00:32:17,790 +who are having three things number one negotiation + +483 +00:32:17,790 --> 00:32:21,970 +expertise Number two, knowledge of buying + +484 +00:32:21,970 --> 00:32:25,030 +products. And number three, close relationship + +485 +00:32:25,030 --> 00:32:30,810 +with suppliers. And we are naming or labeling them + +486 +00:32:30,810 --> 00:32:35,710 +purchasers. So purchasers, they are persons or + +487 +00:32:35,710 --> 00:32:38,710 +staff members who have a good experience in + +488 +00:32:38,710 --> 00:32:41,710 +negotiation, a good experience in knowledge of + +489 +00:32:41,710 --> 00:32:44,250 +buying products, who have a good relationship with + +490 +00:32:44,250 --> 00:32:49,240 +the suppliers, who are customers. who are the + +491 +00:32:49,240 --> 00:32:53,920 +customers. These persons or staff members they are + +492 +00:32:53,920 --> 00:32:57,480 +going to have a good looking, they are going to + +493 +00:32:57,480 --> 00:33:00,420 +have a fluency in language, and they are going to + +494 +00:33:00,420 --> 00:33:05,520 +have a strange ability of convincing others. + +495 +00:33:06,080 --> 00:33:09,880 +Therefore, they have a strong potential to + +496 +00:33:09,880 --> 00:33:13,780 +convince the supplier or the customer to approve + +497 +00:33:13,780 --> 00:33:17,910 +the sales transaction. Why? Because of their + +498 +00:33:17,910 --> 00:33:20,790 +potentials and skills and experiences which they + +499 +00:33:20,790 --> 00:33:25,590 +are having. So the purchasers they are the fifth + +500 +00:33:25,590 --> 00:33:29,990 +and the final members who are involved in the + +501 +00:33:29,990 --> 00:33:35,610 +buying center. Any questions? Any comments? Any + +502 +00:33:35,610 --> 00:33:40,390 +question? Okay now we are going to stop here and + +503 +00:33:40,390 --> 00:33:42,850 +next time we will go on. Next time we are going to + +504 +00:33:42,850 --> 00:33:44,650 +talk about economic buying influence. Who would + +505 +00:33:44,650 --> 00:34:05,120 +like to talk about it? if you would like if you + +506 +00:34:05,120 --> 00:34:15,280 +would + +507 +00:34:15,280 --> 00:34:16,220 +like if you would like if you would like if you + +508 +00:34:16,220 --> 00:34:16,380 +you would like if you would like if you would like + +509 +00:34:16,380 --> 00:34:16,480 +if you would like if you would like if you would + +510 +00:34:16,480 --> 00:34:16,500 +like if you would like if you would like if you + +511 +00:34:20,050 --> 00:34:26,810 +Who would like to take this? + +512 +00:34:30,330 --> 00:34:34,290 +It's yours. Stages. Empire, Cellar, Relationship. + +513 +00:34:35,370 --> 00:34:42,370 +List it down. Any questions or comments about + +514 +00:34:42,370 --> 00:34:44,870 +today's class? Thank you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM_raw.srt b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM_raw.srt new file mode 100644 index 0000000000000000000000000000000000000000..88e2caed27271160f1d054d9a8da3f253b395e0f --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/wj8FMbIDIQM_raw.srt @@ -0,0 +1,2120 @@ +1 +00:00:21,510 --> 00:00:27,790 +Okay, good morning. Today we will go on with + +2 +00:00:27,790 --> 00:00:31,970 +account relationship management. We are going to + +3 +00:00:31,970 --> 00:00:35,250 +talk about various issues. Number one, we are + +4 +00:00:35,250 --> 00:00:37,590 +going to talk about something called value + +5 +00:00:37,590 --> 00:00:41,310 +analysis study regarding the products which we are + +6 +00:00:41,310 --> 00:00:44,470 +going to deal with. In the second part of the + +7 +00:00:44,470 --> 00:00:48,910 +class, we will talk about three types of costs + +8 +00:00:48,910 --> 00:00:53,010 +which are paid by any sales agency or sales + +9 +00:00:53,010 --> 00:00:56,910 +company. Now, let's begin our first part of + +10 +00:00:56,910 --> 00:00:59,430 +today's class. We are going to talk about standard + +11 +00:00:59,430 --> 00:01:03,710 +equations in value analysis study. The value + +12 +00:01:03,710 --> 00:01:07,530 +analysis study, we are referring to those studies + +13 +00:01:08,290 --> 00:01:12,470 +through which we are going to value the product or + +14 +00:01:12,470 --> 00:01:16,910 +the item which we are dealing with, which we are + +15 +00:01:16,910 --> 00:01:22,830 +selling or buying. Therefore, the author of our + +16 +00:01:22,830 --> 00:01:25,110 +textbook is providing us with sample or + +17 +00:01:25,110 --> 00:01:29,030 +standardized equations where the author is + +18 +00:01:29,030 --> 00:01:31,330 +providing us with about 12 or 15 questions. + +19 +00:01:32,140 --> 00:01:36,120 +through which we can value any item or a product + +20 +00:01:36,120 --> 00:01:39,780 +or good that is targeted to be as one of the sold + +21 +00:01:39,780 --> 00:01:43,320 +products in our own sales agency. So the first + +22 +00:01:43,320 --> 00:01:46,740 +question, can the item be eliminated? The word + +23 +00:01:46,740 --> 00:01:49,920 +item here, it refers to product. + +24 +00:01:52,080 --> 00:01:55,860 +I want you to remember something very important. + +25 +00:01:57,500 --> 00:02:00,940 +So far we were talking about the product and we + +26 +00:02:00,940 --> 00:02:04,880 +said the product might be a service or a good. But + +27 +00:02:04,880 --> 00:02:08,560 +also remember the product sometimes it can be the + +28 +00:02:08,560 --> 00:02:12,040 +experience. The product sometimes it can be the + +29 +00:02:12,040 --> 00:02:15,120 +person. The product sometimes it can be an + +30 +00:02:15,120 --> 00:02:18,140 +opinion. The product sometimes it can be a + +31 +00:02:18,140 --> 00:02:21,200 +consultancy. The product sometimes it can be an + +32 +00:02:21,200 --> 00:02:26,870 +idea. So all these are products. Somebody is going + +33 +00:02:26,870 --> 00:02:31,250 +to say, give us example. If we are going to be + +34 +00:02:31,250 --> 00:02:35,330 +involved with a court case, the consultancy which + +35 +00:02:35,330 --> 00:02:38,450 +we are going to get from attorney or a lawyer, it + +36 +00:02:38,450 --> 00:02:43,830 +is what? A product. The experience of the person + +37 +00:02:43,830 --> 00:02:47,830 +is a product. A good idea or a thought to make + +38 +00:02:47,830 --> 00:02:52,150 +something is a product. Can the idea be solved? + +39 +00:02:52,310 --> 00:02:56,760 +Yes, it is solved. Therefore, remember, all the + +40 +00:02:56,760 --> 00:03:00,260 +time the product is not only restricted to the + +41 +00:03:00,260 --> 00:03:03,860 +traditional things which have been talked about, + +42 +00:03:03,960 --> 00:03:08,140 +like the goods or the service. Okay? Now, go on. + +43 +00:03:09,160 --> 00:03:12,600 +If the item is not standard, can the standard item + +44 +00:03:12,600 --> 00:03:15,520 +be used? In other words, can we switch? Can we + +45 +00:03:15,520 --> 00:03:19,170 +substitute it? Third, if the item is standard, + +46 +00:03:19,490 --> 00:03:21,730 +does it completely fit the application or misfit + +47 +00:03:21,730 --> 00:03:26,830 +the application of our sales agency? Four, does + +48 +00:03:26,830 --> 00:03:29,070 +the item have a greater capacity than required? + +49 +00:03:30,150 --> 00:03:35,910 +Five, can its weight be reduced? Six, is there a + +50 +00:03:35,910 --> 00:03:38,570 +similar item in inventory that can be substituted? + +51 +00:03:39,730 --> 00:03:42,650 +Seven, are the tolerances specified closer than + +52 +00:03:42,650 --> 00:03:46,370 +the necessary? And finally, in this slide, is + +53 +00:03:46,370 --> 00:03:50,830 +unnecessary matching or machining performed on the + +54 +00:03:50,830 --> 00:03:53,630 +item? All these are samples of the questions. + +55 +00:03:54,870 --> 00:03:58,370 +Let's continue with these questions. Are + +56 +00:03:58,370 --> 00:04:01,940 +unnecessary fan finishes specified? In addition, + +57 +00:04:02,100 --> 00:04:06,080 +is commercial equity specified? Can the item be + +58 +00:04:06,080 --> 00:04:09,420 +manufactured cheaper in-house? If manufactured in + +59 +00:04:09,420 --> 00:04:12,300 +-house, can it be purchased cheaper? Is the item + +60 +00:04:12,300 --> 00:04:15,180 +classified to obtain lowest shipping rate? Can + +61 +00:04:15,180 --> 00:04:18,180 +packaging cost be reduced? Are suppliers asked for + +62 +00:04:18,180 --> 00:04:21,260 +suggestions to reduce cost? All these questions, + +63 +00:04:21,920 --> 00:04:27,320 +their answers, they are related with something + +64 +00:04:27,320 --> 00:04:28,680 +called total cost. + +65 +00:04:32,260 --> 00:04:35,280 +They are related with the total cost. So the + +66 +00:04:35,280 --> 00:04:39,160 +answer of these 15 questions are related with the + +67 +00:04:39,160 --> 00:04:43,540 +total cost of the product. Look at her. If we + +68 +00:04:43,540 --> 00:04:47,820 +return back, what do we write here? Total cost. + +69 +00:04:48,580 --> 00:04:51,900 +Somebody is going to ask, why these agencies are + +70 +00:04:51,900 --> 00:04:56,260 +so interested in analyzing the item or the product + +71 +00:04:56,260 --> 00:04:59,660 +which they are dealing with? Similarly, they would + +72 +00:04:59,660 --> 00:05:03,200 +like to make this analysis so that they can + +73 +00:05:03,200 --> 00:05:07,580 +calculate the total cost through which they can + +74 +00:05:07,580 --> 00:05:12,380 +negotiate or they can play or fix the cost of this + +75 +00:05:12,380 --> 00:05:16,360 +item according to which they can ensure a level of + +76 +00:05:16,360 --> 00:05:21,120 +profit. Because of this, they are making these + +77 +00:05:21,120 --> 00:05:25,200 +detailed analytical studies to value the item, to + +78 +00:05:25,200 --> 00:05:28,790 +value the product. They would like to understand + +79 +00:05:28,790 --> 00:05:33,190 +how this value can achieve them a kind of + +80 +00:05:33,190 --> 00:05:37,310 +profitability. Because of this, they are going to + +81 +00:05:37,310 --> 00:05:40,050 +ask similar questions like the questions which we + +82 +00:05:40,050 --> 00:05:44,730 +have just talked about. Okay? Once again, we are + +83 +00:05:44,730 --> 00:05:47,930 +emphasizing on one important point. We are not + +84 +00:05:47,930 --> 00:05:51,490 +going to memorize these questions. This is just + +85 +00:05:51,490 --> 00:05:56,170 +for your general knowledge, understanding. Now, go + +86 +00:05:56,170 --> 00:06:00,110 +on. Let's talk about the second part of today's + +87 +00:06:00,110 --> 00:06:03,030 +class. We are going to talk about three kinds of + +88 +00:06:03,030 --> 00:06:08,930 +costs. These costs, they are interrelated. They + +89 +00:06:08,930 --> 00:06:12,190 +are paid by the sales agency or the sales company. + +90 +00:06:13,270 --> 00:06:16,050 +Somebody is going to wonder, what are these three + +91 +00:06:16,050 --> 00:06:20,910 +types of costs? The first type, we called it + +92 +00:06:20,910 --> 00:06:25,350 +invoice cost. The second one, possession cost. The + +93 +00:06:25,350 --> 00:06:28,870 +third one, acquisition cost. Let's differentiate + +94 +00:06:28,870 --> 00:06:30,930 +among them because they are important and they are + +95 +00:06:30,930 --> 00:06:34,830 +going to be in the exam. Number one, we are going + +96 +00:06:34,830 --> 00:06:39,170 +to talk about the invoice cost. Remember, the + +97 +00:06:39,170 --> 00:06:43,170 +invoice cost is related to anything regarding the + +98 +00:06:43,170 --> 00:06:46,330 +invoice system which we are going to implement in + +99 +00:06:46,330 --> 00:06:51,050 +our work. Let's give example. If you are going to + +100 +00:06:51,050 --> 00:06:55,750 +go to the metro in Gaza, Imagine somebody from you + +101 +00:06:55,750 --> 00:06:59,730 +is going to buy or purchase a bottle of water, a + +102 +00:06:59,730 --> 00:07:01,970 +piece of biscuit or chocolate or whatever. + +103 +00:07:02,850 --> 00:07:06,610 +Whenever you are going to go to the exit, the + +104 +00:07:06,610 --> 00:07:12,150 +salesperson is going to scan the item. Later on, + +105 +00:07:12,770 --> 00:07:16,410 +this is a programmed automated system which is + +106 +00:07:16,410 --> 00:07:18,990 +going to list the price in front of the eyes of + +107 +00:07:18,990 --> 00:07:22,960 +the salesperson. After that, he is going to take + +108 +00:07:22,960 --> 00:07:26,500 +the second item which you bought and he once again + +109 +00:07:26,500 --> 00:07:31,680 +will scan it. After several items, the salesperson + +110 +00:07:31,680 --> 00:07:34,020 +directly is going to provide you with the total + +111 +00:07:34,020 --> 00:07:38,740 +cost which you must pay. At the same time, he is + +112 +00:07:38,740 --> 00:07:42,500 +going to release an invoice and he or she will put + +113 +00:07:42,500 --> 00:07:47,280 +it in your bucket. This is what? This is a + +114 +00:07:47,280 --> 00:07:51,160 +programmed electronic system. through which we can + +115 +00:07:51,160 --> 00:07:55,160 +handle and manage our invoices. Let's ask + +116 +00:07:55,160 --> 00:07:58,580 +ourselves this question. Is this system for free? + +117 +00:07:59,420 --> 00:08:02,780 +Does it require money? Does it cost the management + +118 +00:08:02,780 --> 00:08:06,420 +of the sales agency? Of course. So all these + +119 +00:08:06,420 --> 00:08:09,960 +financial costs, they are classified to be under + +120 +00:08:09,960 --> 00:08:15,060 +invoice cost. Clear? Any questions? Any comments? + +121 +00:08:15,560 --> 00:08:18,600 +By the way, this system requires also regular + +122 +00:08:18,600 --> 00:08:22,580 +maintenance. So all these things they are + +123 +00:08:22,580 --> 00:08:25,740 +classified to be invoice costs, in other words, + +124 +00:08:26,300 --> 00:08:29,860 +costs which must be paid by the sales agency to + +125 +00:08:29,860 --> 00:08:33,260 +handle and to manage the invoices of the customers + +126 +00:08:33,260 --> 00:08:38,460 +smoothly, efficiently and quickly. Any question + +127 +00:08:38,460 --> 00:08:41,700 +about the first type? Let's talk about the second + +128 +00:08:41,700 --> 00:08:44,860 +type. The second type it is the possession cost. + +129 +00:08:45,460 --> 00:08:47,620 +The possession cost it comes from the verb + +130 +00:08:47,620 --> 00:08:48,420 +possess. + +131 +00:08:51,000 --> 00:08:53,740 +We know the meaning of the word Bussis, Yamtalik. + +132 +00:08:54,340 --> 00:08:58,520 +Bussishing costs, look at here, costs associated + +133 +00:08:58,520 --> 00:09:03,580 +with stock billing, between delivery and use. + +134 +00:09:05,520 --> 00:09:08,560 +These costs include building and maintenance of + +135 +00:09:08,560 --> 00:09:12,400 +storage areas, inventory control, insurance, + +136 +00:09:13,140 --> 00:09:16,640 +taxes, bill of wage, and interest charges on money + +137 +00:09:16,640 --> 00:09:21,260 +borrowed to pay for inventory. Look at here and + +138 +00:09:21,260 --> 00:09:24,300 +let's strike an example. Imagine you are going to + +139 +00:09:24,300 --> 00:09:29,660 +have a sales agency or company where you are + +140 +00:09:29,660 --> 00:09:31,260 +selling electronics. + +141 +00:09:34,620 --> 00:09:38,440 +These electronics, they are various. Sometimes you + +142 +00:09:38,440 --> 00:09:41,140 +are going to talk about TVs, sometimes you are + +143 +00:09:41,140 --> 00:09:43,920 +going to talk about LCDs, sometimes you are + +144 +00:09:43,920 --> 00:09:51,280 +talking about laptops and etc. Remember, the store + +145 +00:09:51,280 --> 00:09:56,200 +which we are going to have, its space is not + +146 +00:09:56,200 --> 00:10:02,840 +enough to display this big volume of items. So + +147 +00:10:02,840 --> 00:10:05,540 +what we are going to do? We are going to do one + +148 +00:10:05,540 --> 00:10:11,580 +thing, which is storing. We have to store the + +149 +00:10:11,580 --> 00:10:15,020 +items. If you would like to store the items, this + +150 +00:10:15,020 --> 00:10:20,270 +means you need storage centers. If you do not have + +151 +00:10:20,270 --> 00:10:22,630 +a storage center, this means you have to build + +152 +00:10:22,630 --> 00:10:28,450 +storage or you might rent them. After this, you + +153 +00:10:28,450 --> 00:10:31,650 +are going to require maintenance, you are going to + +154 +00:10:31,650 --> 00:10:36,710 +ask for inventory control so that no theft might + +155 +00:10:36,710 --> 00:10:38,650 +happen against the items which you are dealing + +156 +00:10:38,650 --> 00:10:43,220 +with. Also, sometimes you are going to have a kind + +157 +00:10:43,220 --> 00:10:45,500 +of insurance because God knows what is going to + +158 +00:10:45,500 --> 00:10:47,960 +happen with this storage. It might be burnt for + +159 +00:10:47,960 --> 00:10:52,360 +example. So we need a kind of insurance. So all + +160 +00:10:52,360 --> 00:10:55,300 +these costs which are related to storage, + +161 +00:10:55,840 --> 00:11:00,700 +inventory control, insurance, taxes, rental or + +162 +00:11:00,700 --> 00:11:04,720 +building this storage, all these are costs. Costs + +163 +00:11:04,720 --> 00:11:07,660 +classified under something called position cost. + +164 +00:11:08,790 --> 00:11:11,850 +Are they paid by the sales agency or company? Yes. + +165 +00:11:12,850 --> 00:11:16,530 +Yes, they are paid by the sales agency. Any + +166 +00:11:16,530 --> 00:11:18,450 +question, any comments about the second type of + +167 +00:11:18,450 --> 00:11:21,330 +cost? Okay, let's begin and talk about the third + +168 +00:11:21,330 --> 00:11:26,870 +one. The acquisition cost. The acquisition cost + +169 +00:11:26,870 --> 00:11:32,730 +here, remember, they are related or associated + +170 +00:11:32,730 --> 00:11:37,410 +with generating purchasing order and delivery. + +171 +00:11:39,160 --> 00:11:43,440 +purchasing order and delivery. In other words, + +172 +00:11:43,980 --> 00:11:46,240 +these costs include order orientation, + +173 +00:11:47,460 --> 00:11:50,960 +interviewing salespeople, expediting sending + +174 +00:11:50,960 --> 00:11:54,940 +deliveries, receiving and editing invoicing, and + +175 +00:11:54,940 --> 00:12:01,040 +follow-up on later or inaccurate deliveries. Let's + +176 +00:12:01,040 --> 00:12:05,040 +continue our example. Imagine the IUG, the Islamic + +177 +00:12:05,040 --> 00:12:08,060 +University of Gaza, is going to be a customer, + +178 +00:12:09,720 --> 00:12:13,660 +They are going to contact your sales agency, and + +179 +00:12:13,660 --> 00:12:16,720 +the management of the university is asking for + +180 +00:12:16,720 --> 00:12:23,000 +having 20 TV LCDs to be installed for example in + +181 +00:12:23,000 --> 00:12:27,620 +cafeterias, in the halls, etc. This means we are + +182 +00:12:27,620 --> 00:12:32,440 +talking about purchasing order + +183 +00:12:32,440 --> 00:12:40,870 +of 20 TVs by the Islamic University of Gaza. This + +184 +00:12:40,870 --> 00:12:43,610 +purchasing order will be received by our agency. + +185 +00:12:44,430 --> 00:12:47,770 +It will be examined and it will be studied. After + +186 +00:12:47,770 --> 00:12:51,930 +that, we are going to send our car or vehicle to + +187 +00:12:51,930 --> 00:12:57,610 +transfer this order of purchasing. In addition, we + +188 +00:12:57,610 --> 00:13:01,390 +are going to send our technicians. Why? For + +189 +00:13:01,390 --> 00:13:07,850 +installing and fixing all these 20 TVs. Later on, + +190 +00:13:08,210 --> 00:13:10,970 +we are going to finalize the purchasing order and + +191 +00:13:10,970 --> 00:13:14,150 +we are going to ask the purchasing officer in the + +192 +00:13:14,150 --> 00:13:19,430 +AUG to sign our bill that everything was + +193 +00:13:19,430 --> 00:13:24,070 +satisfied. Later on, the invoices will be returned + +194 +00:13:24,070 --> 00:13:26,670 +back to our sales agency and they are going to be + +195 +00:13:26,670 --> 00:13:30,860 +audited. while we are going to audit it to be sure + +196 +00:13:30,860 --> 00:13:34,700 +that everything is okay with the transaction or + +197 +00:13:34,700 --> 00:13:38,840 +the sales transaction has been finalized. Somebody + +198 +00:13:38,840 --> 00:13:42,180 +is going to ask, are these costs? Of course they + +199 +00:13:42,180 --> 00:13:45,220 +are costs. We are sending technicians and they are + +200 +00:13:45,220 --> 00:13:48,420 +payable. We are sending vehicle or car and we are + +201 +00:13:48,420 --> 00:13:51,060 +talking about gas. We are talking about the time + +202 +00:13:51,060 --> 00:13:54,780 +of the editor and so on. So all these costs, they + +203 +00:13:54,780 --> 00:13:59,850 +are classified to be under acquisition cost. So to + +204 +00:13:59,850 --> 00:14:03,050 +sum up in this part, so far we have been talking + +205 +00:14:03,050 --> 00:14:06,410 +about three types of costs which are paid by sales + +206 +00:14:06,410 --> 00:14:10,250 +organization. Number one, invoice cost. Number + +207 +00:14:10,250 --> 00:14:13,410 +two, position cost. Number three, acquisition one. + +208 +00:14:14,630 --> 00:14:17,810 +With these three costs, I want you to remember + +209 +00:14:17,810 --> 00:14:21,070 +them and to remember our example. Why? Because I'm + +210 +00:14:21,070 --> 00:14:24,380 +going to ask you in the exam about them. Clear? + +211 +00:14:24,900 --> 00:14:27,820 +Let's give example about these equations. Imagine + +212 +00:14:27,820 --> 00:14:30,040 +for example we are going to provide you with this + +213 +00:14:30,040 --> 00:14:34,180 +sentence. I want you to state or to decide if this + +214 +00:14:34,180 --> 00:14:37,880 +sentence is correct or false. Take this sentence. + +215 +00:14:38,620 --> 00:14:43,700 +Invoice cost includes + +216 +00:14:43,700 --> 00:14:49,220 +costs related to storage. False. What is the + +217 +00:14:49,220 --> 00:14:51,560 +correct answer? Excellent. + +218 +00:14:55,670 --> 00:14:57,950 +Is there any question? Do you would like to + +219 +00:14:57,950 --> 00:14:59,770 +comment about the things which we have just talked + +220 +00:14:59,770 --> 00:15:06,010 +about? Go on. Okay, let's go on. Now, let's talk + +221 +00:15:06,010 --> 00:15:10,010 +about another thing in today's class. And please + +222 +00:15:10,010 --> 00:15:11,130 +be attentive there. + +223 +00:15:16,470 --> 00:15:22,130 +Sad persons, they must know something very + +224 +00:15:22,130 --> 00:15:27,320 +important. about the customer. With this important + +225 +00:15:27,320 --> 00:15:29,960 +thing we called it, look at this, + +226 +00:15:33,380 --> 00:15:40,180 +the + +227 +00:15:40,180 --> 00:15:44,460 +decision making of the customer. The decision + +228 +00:15:44,460 --> 00:15:51,800 +making of the customer is a mystery. It isn't + +229 +00:15:51,800 --> 00:15:57,820 +well defined. It isn't well defined. Somebody is + +230 +00:15:57,820 --> 00:16:00,900 +going to wonder, why we are talking about the + +231 +00:16:00,900 --> 00:16:02,960 +decision making of the customer to be a mystery? + +232 +00:16:03,920 --> 00:16:07,540 +Simply because this customer by the end he or she + +233 +00:16:07,540 --> 00:16:13,300 +is a human being. Or this is a human being. This + +234 +00:16:13,300 --> 00:16:17,380 +being is a complex being. It is full of emotions, + +235 +00:16:19,140 --> 00:16:20,620 +feelings, + +236 +00:16:29,670 --> 00:16:32,190 +Thoughts, Beliefs, Ideology, + +237 +00:16:35,550 --> 00:16:43,670 +Reaction and so on. But why we are listing down + +238 +00:16:43,670 --> 00:16:47,670 +all these things? To remind you we cannot frame + +239 +00:16:47,670 --> 00:16:52,220 +work the decision-making of the customer according + +240 +00:16:52,220 --> 00:16:54,380 +to a specific model. We cannot do that. + +241 +00:16:57,840 --> 00:17:00,800 +But are we talking about indications through which + +242 +00:17:00,800 --> 00:17:03,420 +we can predict how the decision-making of the + +243 +00:17:03,420 --> 00:17:06,340 +customer is going to be? Yes, there are + +244 +00:17:06,340 --> 00:17:10,790 +indications or indicators. But the process itself, + +245 +00:17:10,910 --> 00:17:14,110 +the process of how the customer is taking a + +246 +00:17:14,110 --> 00:17:17,550 +decision of buying or not buying, we cannot + +247 +00:17:17,550 --> 00:17:21,830 +resolve it precisely and definitely. Why? Once + +248 +00:17:21,830 --> 00:17:25,630 +again, we are talking about complex human beings. + +249 +00:17:26,920 --> 00:17:29,220 +how his response or her response is going to be, + +250 +00:17:29,640 --> 00:17:33,720 +God knows we do not have exact prediction about + +251 +00:17:33,720 --> 00:17:37,860 +how persons can react or take a decision if they + +252 +00:17:37,860 --> 00:17:41,800 +would like to buy something. Therefore, if you are + +253 +00:17:41,800 --> 00:17:46,020 +going to look at her, nothing is more important to + +254 +00:17:46,020 --> 00:17:48,780 +driving an accurate selling strategy than + +255 +00:17:48,780 --> 00:17:50,940 +understanding your client's decision making + +256 +00:17:50,940 --> 00:17:54,970 +process. Is it important to understand how the + +257 +00:17:54,970 --> 00:17:58,930 +decision-making is taken? Yes. Project teams + +258 +00:17:58,930 --> 00:18:01,570 +typically have well-defined evaluation process, + +259 +00:18:02,150 --> 00:18:07,350 +but not a well-defined decision-making process. + +260 +00:18:08,870 --> 00:18:12,330 +This decision-making process isn't defined or + +261 +00:18:12,330 --> 00:18:16,390 +isn't well-defined because of the reasons which we + +262 +00:18:16,390 --> 00:18:20,020 +have just talked about. So in the law of algebraic + +263 +00:18:20,020 --> 00:18:22,520 +democracy, some people's votes count more than + +264 +00:18:22,520 --> 00:18:27,220 +others. Know who gets a stop vote and who gets a + +265 +00:18:27,220 --> 00:18:33,260 +real one. So this means if we do not know exactly + +266 +00:18:33,260 --> 00:18:37,420 +how the decision making process of the customer is + +267 +00:18:37,420 --> 00:18:41,060 +going or working, this doesn't mean we should do + +268 +00:18:41,060 --> 00:18:44,520 +our best to look for the indication. which can + +269 +00:18:44,520 --> 00:18:47,980 +provide us with valuable information or data about + +270 +00:18:47,980 --> 00:18:54,840 +how the customer's decision is taken. So, a + +271 +00:18:54,840 --> 00:18:58,820 +salesperson has a duty to do. What is this duty? + +272 +00:18:59,940 --> 00:19:04,440 +He or she must understand how a decision will be + +273 +00:19:04,440 --> 00:19:08,100 +reached even more clearly than the client himself + +274 +00:19:08,100 --> 00:19:13,320 +or herself. Also, you must also understand the + +275 +00:19:13,320 --> 00:19:17,600 +approval process once you have been chosen. In + +276 +00:19:17,600 --> 00:19:20,320 +addition, you have to analyze each stakeholder, + +277 +00:19:20,620 --> 00:19:24,500 +who the customer is as a stakeholder, based on + +278 +00:19:24,500 --> 00:19:28,420 +ban, preferences, power, and the part he or she + +279 +00:19:28,420 --> 00:19:32,260 +plays in the decision-making process. Let's stop + +280 +00:19:32,260 --> 00:19:36,940 +and circle this word, this word, and this one. + +281 +00:19:37,660 --> 00:19:42,680 +Let's talk about them. Somebody is going to say, + +282 +00:19:42,940 --> 00:19:45,220 +should the salesperson analyze the pain of the + +283 +00:19:45,220 --> 00:19:46,920 +customer? And what is the meaning of pain of + +284 +00:19:46,920 --> 00:19:51,280 +customer? The need. So if the need isn't + +285 +00:19:51,280 --> 00:19:54,840 +satisfied, this means a pain will be left in the + +286 +00:19:54,840 --> 00:19:56,600 +soul and the spirit and the psychology of the + +287 +00:19:56,600 --> 00:19:59,680 +customer. Can you give me an example? Let's take + +288 +00:19:59,680 --> 00:20:04,640 +an example. Imagine that your electric generator + +289 +00:20:04,640 --> 00:20:10,080 +got out of order at your home. Until now, you sent + +290 +00:20:10,080 --> 00:20:14,420 +it to the technician to fix it, he told you, we + +291 +00:20:14,420 --> 00:20:18,720 +cannot complete the fixing today. When the night, + +292 +00:20:19,400 --> 00:20:23,160 +the electricity got down. Are we talking about + +293 +00:20:23,160 --> 00:20:25,580 +pain which is going to affect you and your family + +294 +00:20:25,580 --> 00:20:30,680 +members? Of course. Example, your daughter or son + +295 +00:20:30,680 --> 00:20:33,060 +or brother or sister, they might have an + +296 +00:20:33,060 --> 00:20:36,160 +assignment and they cannot do it because + +297 +00:20:36,160 --> 00:20:41,010 +electricity is off. You must receive guests and + +298 +00:20:41,010 --> 00:20:45,370 +you cannot see and they cannot see you too. Is + +299 +00:20:45,370 --> 00:20:48,790 +this a ban? It's a ban. Your child or brother + +300 +00:20:48,790 --> 00:20:50,990 +might fall down the stairs because of the + +301 +00:20:50,990 --> 00:20:53,970 +electricity. Is this a ban? It's a ban and so on. + +302 +00:20:55,650 --> 00:20:59,010 +So the ban sometimes it is going to be the base + +303 +00:20:59,010 --> 00:21:02,070 +upon which the decision of purchasing is going to + +304 +00:21:02,070 --> 00:21:05,610 +be taken. Also sometimes we are going to talk + +305 +00:21:05,610 --> 00:21:07,980 +about preferences. Well, let's talk about + +306 +00:21:07,980 --> 00:21:10,820 +preferences. If you would like to purchase a toy + +307 +00:21:10,820 --> 00:21:14,260 +for one of the family members. Sometimes we are + +308 +00:21:14,260 --> 00:21:17,360 +talking about toys which are manufactured by China + +309 +00:21:17,360 --> 00:21:20,000 +or in China or others Americans or others + +310 +00:21:20,000 --> 00:21:23,080 +Malaysians and so on. If you are going to talk + +311 +00:21:23,080 --> 00:21:25,380 +about the quality preferences, you will prefer to + +312 +00:21:25,380 --> 00:21:28,920 +buy the American one rather than the Chinese, + +313 +00:21:29,120 --> 00:21:33,400 +especially after we talked about the toxic toys + +314 +00:21:33,400 --> 00:21:38,250 +manufactured by Chinese. Wasn't it toxic? Exactly. + +315 +00:21:39,310 --> 00:21:41,890 +Also sometimes the power is going to be the base + +316 +00:21:41,890 --> 00:21:44,770 +upon which the decision of purchasing will be + +317 +00:21:44,770 --> 00:21:47,310 +taken by the customer. What's the meaning of the + +318 +00:21:47,310 --> 00:21:49,530 +power here? For example, the financial capacity. + +319 +00:21:50,670 --> 00:21:53,790 +If I have enough financial capacity, this means I + +320 +00:21:53,790 --> 00:21:56,110 +am going to take a decision of buying items + +321 +00:21:56,110 --> 00:22:00,510 +according to my strong capacity. So I am going to + +322 +00:22:00,510 --> 00:22:03,970 +take a greater volume, also I am going to take + +323 +00:22:05,180 --> 00:22:08,520 +Quality or volume with high standards of quality. + +324 +00:22:10,680 --> 00:22:13,700 +So the financial capacity, is it or can it be the + +325 +00:22:13,700 --> 00:22:16,240 +base upon which we can take a decision making? + +326 +00:22:16,600 --> 00:22:21,680 +Yes. So don't resort to price or discounts to + +327 +00:22:21,680 --> 00:22:24,180 +create a sense of urgency. This is very important. + +328 +00:22:25,560 --> 00:22:28,360 +Sales science is teaching us something very + +329 +00:22:28,360 --> 00:22:33,740 +important. Don't ever depend solely on the basis + +330 +00:22:33,740 --> 00:22:38,140 +of discounts to attract what? The customers. Or in + +331 +00:22:38,140 --> 00:22:42,560 +other words, don't think as a salesperson that the + +332 +00:22:42,560 --> 00:22:45,520 +process of purchasing or decision-making to buy, + +333 +00:22:46,120 --> 00:22:48,620 +which might be done by the customer, will be + +334 +00:22:48,620 --> 00:22:52,080 +controlled or dominated alone by discounts. + +335 +00:22:53,600 --> 00:22:56,420 +Discounts is a factor, but isn't everything. + +336 +00:22:58,100 --> 00:23:01,880 +Discounts is a factor, but isn't everything behind + +337 +00:23:02,450 --> 00:23:07,530 +the decision-making of purchasing. Finally, in + +338 +00:23:07,530 --> 00:23:10,370 +negotiation, power lies in alternatives rather + +339 +00:23:10,370 --> 00:23:16,070 +than in the deadlines. Weaknesses lies in the + +340 +00:23:16,070 --> 00:23:18,270 +deadlines. What is the meaning of this? Can you + +341 +00:23:18,270 --> 00:23:19,950 +think of it and can you provide us with examples? + +342 +00:23:22,150 --> 00:23:25,830 +When we are saying power lies in alternatives, + +343 +00:23:26,590 --> 00:23:29,250 +weakness lies in deadlines. + +344 +00:23:31,070 --> 00:23:33,090 +any products that the customer needs. For example, + +345 +00:23:33,230 --> 00:23:36,770 +a shoes shop, the customer needs shoes of 60 + +346 +00:23:36,770 --> 00:23:42,350 +shekels and he sees that a pair of shoes of 100 + +347 +00:23:42,350 --> 00:23:45,990 +shekels and wants it by 60 shekels. You buy the + +348 +00:23:45,990 --> 00:23:48,050 +alternatives, you have the power to give him the + +349 +00:23:48,050 --> 00:23:51,670 +shoes that is of 60 shekels. He has the 60 shekels + +350 +00:23:51,670 --> 00:23:54,950 +but wants the but on the product of that 100 + +351 +00:23:54,950 --> 00:23:56,950 +shekels so that you have alternative of products + +352 +00:23:56,950 --> 00:23:59,770 +when you offer him the product of 60 shekels you + +353 +00:23:59,770 --> 00:24:04,390 +have a power you will not be in a loss good what + +354 +00:24:04,390 --> 00:24:05,250 +about the deadlines? + +355 +00:24:07,950 --> 00:24:11,350 +less than a year good excellent all the time + +356 +00:24:11,350 --> 00:24:14,210 +remember power lies in alternatives it means what? + +357 +00:24:15,230 --> 00:24:21,090 +imagine for example you are selling cell phones If + +358 +00:24:21,090 --> 00:24:24,390 +your store is going to possess or have all the + +359 +00:24:24,390 --> 00:24:27,950 +models of cell phones, including Nokia, iPad, + +360 +00:24:28,110 --> 00:24:32,770 +iBot, Apple, Samsung, Galaxy, everything, all + +361 +00:24:32,770 --> 00:24:35,370 +these are what? Alternatives for one product, + +362 +00:24:35,490 --> 00:24:39,190 +which is cell phone. If the customer is going to + +363 +00:24:39,190 --> 00:24:41,250 +come to you and he or she would like to buy + +364 +00:24:41,250 --> 00:24:45,010 +something or some cell phones, this means we are + +365 +00:24:45,010 --> 00:24:48,110 +going to tell him or her, we have all the + +366 +00:24:48,110 --> 00:24:51,980 +alternatives which you might think of. What is the + +367 +00:24:51,980 --> 00:24:55,780 +probability of convincing the customer to buy from + +368 +00:24:55,780 --> 00:24:59,360 +your store hair in this example? It is more than + +369 +00:24:59,360 --> 00:25:04,040 +60%. Somebody is going to wonder why? Remember, + +370 +00:25:05,180 --> 00:25:09,200 +your sales offering hair is going to be more + +371 +00:25:09,200 --> 00:25:13,900 +convenient than the other competitors. Why? You + +372 +00:25:13,900 --> 00:25:17,290 +have all the alternatives. So the customer is + +373 +00:25:17,290 --> 00:25:20,130 +going to say why we should bother ourselves and + +374 +00:25:20,130 --> 00:25:24,050 +begin searching for a competitor? Why we should + +375 +00:25:24,050 --> 00:25:26,210 +take a transportation? Why we should drive to + +376 +00:25:26,210 --> 00:25:29,970 +another store? Why we should bother ourselves? So + +377 +00:25:29,970 --> 00:25:32,950 +they are going to look at you as the most + +378 +00:25:32,950 --> 00:25:37,350 +convenient seller. Why? I have all the + +379 +00:25:37,350 --> 00:25:40,630 +alternatives which you as a customer might think + +380 +00:25:40,630 --> 00:25:46,780 +of. You as a customer might think of In the other + +381 +00:25:46,780 --> 00:25:48,980 +hand, if you are going to talk about the weakness + +382 +00:25:48,980 --> 00:25:53,380 +in the deadline, this is reminding us with one + +383 +00:25:53,380 --> 00:25:58,480 +thing. Don't ever lie in sales science or in sales + +384 +00:25:58,480 --> 00:26:03,120 +activities. Don't ever lie. Don't ever lie. Be + +385 +00:26:03,120 --> 00:26:08,940 +frank and thoughtful. Look at here. If you are + +386 +00:26:08,940 --> 00:26:12,160 +going to assess for example the sales or the + +387 +00:26:12,160 --> 00:26:15,990 +actual sales, or the reality of the sales in Gaza. + +388 +00:26:16,850 --> 00:26:18,650 +Sometimes this is going to happen with you and me. + +389 +00:26:19,530 --> 00:26:26,090 +If you are going to ask a salesperson to fix or to + +390 +00:26:26,090 --> 00:26:28,350 +maintain something for you, he or she is going to + +391 +00:26:28,350 --> 00:26:30,770 +tell you, tomorrow it is going to be ready. And + +392 +00:26:30,770 --> 00:26:32,630 +the next day, whenever you are going to go there, + +393 +00:26:33,030 --> 00:26:36,810 +he will apologize. Wallah, I was very busy. Come + +394 +00:26:36,810 --> 00:26:39,050 +after three hours or come tomorrow. This is + +395 +00:26:39,050 --> 00:26:41,580 +happening with us. This is what this is lying. + +396 +00:26:42,380 --> 00:26:45,040 +This lying is destroying the reputation and the + +397 +00:26:45,040 --> 00:26:49,620 +image of the sales agency from the root. Because + +398 +00:26:49,620 --> 00:26:52,500 +of this, we are saying, be careful whenever we are + +399 +00:26:52,500 --> 00:26:54,480 +going to talk about the deadlines of delivering + +400 +00:26:54,480 --> 00:27:00,600 +items. If you as a salesperson are not sure if the + +401 +00:27:00,600 --> 00:27:04,260 +deadline will be met by you or not, then don't + +402 +00:27:04,260 --> 00:27:08,740 +promise it or don't speak it up. This is very + +403 +00:27:08,740 --> 00:27:13,030 +important. This is lying, and lying as we said, it + +404 +00:27:13,030 --> 00:27:16,270 +is destroying the image, the reputation of the + +405 +00:27:16,270 --> 00:27:20,810 +sales agency. If you are facing difficulties in + +406 +00:27:20,810 --> 00:27:24,010 +meeting these deadlines, then don't promise, + +407 +00:27:25,550 --> 00:27:31,070 +postpone it, or be frank, or say the truth. Okay? + +408 +00:27:31,950 --> 00:27:33,910 +So because of this, we are saying the weaknesses + +409 +00:27:33,910 --> 00:27:39,030 +in the deadlines. but the power is in + +410 +00:27:39,030 --> 00:27:42,270 +alternatives, which you can offer for the + +411 +00:27:42,270 --> 00:27:46,490 +customer. Okay, let's talk about the buying center + +412 +00:27:46,490 --> 00:27:51,450 +now. The buying center, it is considered to be + +413 +00:27:51,450 --> 00:27:52,990 +what? Read. + +414 +00:27:56,770 --> 00:28:01,230 +The second concept. The second concept of what? Of + +415 +00:28:01,230 --> 00:28:05,050 +account relationship management. Account + +416 +00:28:05,050 --> 00:28:08,690 +Relationship Management. Whenever we are going to + +417 +00:28:08,690 --> 00:28:12,570 +refer to the buying center, here we are referring + +418 +00:28:12,570 --> 00:28:17,970 +to the whole people who are formally or informally + +419 +00:28:17,970 --> 00:28:20,710 +involved in the purchasing order. + +420 +00:28:25,710 --> 00:28:29,150 +So once again, we are referring to the people who + +421 +00:28:29,150 --> 00:28:32,110 +are involved either formally or informally. In + +422 +00:28:32,110 --> 00:28:36,850 +which? In purchasing order or decision. This is + +423 +00:28:36,850 --> 00:28:40,270 +the meaning of the buying center. So if you are + +424 +00:28:40,270 --> 00:28:42,810 +going to talk about the people, then we have to + +425 +00:28:42,810 --> 00:28:51,450 +talk about the members who will be involved in the + +426 +00:28:51,450 --> 00:28:56,100 +buying center. in the buying center. Who are they? + +427 +00:28:57,200 --> 00:29:01,460 +Who are they? The answer is here. Let's begin + +428 +00:29:01,460 --> 00:29:05,360 +talking about them in a very detailed way. In a + +429 +00:29:05,360 --> 00:29:10,260 +very detailed way. Let's begin with the first + +430 +00:29:10,260 --> 00:29:13,680 +group of the people who are involved in the buying + +431 +00:29:13,680 --> 00:29:16,880 +center. Number one, the people or the staff + +432 +00:29:16,880 --> 00:29:18,840 +members who are going to work in the marketing. + +433 +00:29:20,160 --> 00:29:23,040 +All the time as you studied in marketing, the + +434 +00:29:23,040 --> 00:29:26,100 +marketers, they are involved or they are focusing + +435 +00:29:26,100 --> 00:29:29,120 +their attention on three items. Number one, + +436 +00:29:29,600 --> 00:29:32,540 +products materials. Number two, packaging. Number + +437 +00:29:32,540 --> 00:29:37,060 +three, price. So any person in the company who is + +438 +00:29:37,060 --> 00:29:39,980 +going to be involved in these three items, this + +439 +00:29:39,980 --> 00:29:41,900 +means this person is belonging to the marketing + +440 +00:29:41,900 --> 00:29:44,600 +department and the marketing department itself is + +441 +00:29:44,600 --> 00:29:49,800 +belonging to buying center. The second group of + +442 +00:29:49,800 --> 00:29:52,580 +the people they are named to be the manufacturing. + +443 +00:29:53,900 --> 00:29:58,680 +Those manufacturers they are involved and their + +444 +00:29:58,680 --> 00:30:02,260 +work or the core work is to provide us with + +445 +00:30:02,260 --> 00:30:05,820 +something called feasibility of manufacturing our + +446 +00:30:05,820 --> 00:30:09,860 +products. Why the feasibility is very important? + +447 +00:30:10,380 --> 00:30:13,380 +Because all the time remember those staff members + +448 +00:30:13,380 --> 00:30:16,060 +who are going to work in the manufacturing they + +449 +00:30:16,060 --> 00:30:21,070 +will do their own best to have the most efficient + +450 +00:30:21,070 --> 00:30:24,670 +and effective feasibility study for producing any + +451 +00:30:24,670 --> 00:30:28,750 +product. Why? So that the company after a while + +452 +00:30:28,750 --> 00:30:34,710 +can have a kind of margin where they can provide + +453 +00:30:34,710 --> 00:30:38,730 +competitive prices for their own products. For + +454 +00:30:38,730 --> 00:30:42,410 +their own products. So the people who are working + +455 +00:30:42,410 --> 00:30:45,650 +in the manufacturing they are the second group of + +456 +00:30:45,650 --> 00:30:49,720 +members who are involved in buying center. The + +457 +00:30:49,720 --> 00:30:51,740 +third group, we are talking about research and + +458 +00:30:51,740 --> 00:30:53,800 +development. We know the research and development. + +459 +00:30:53,980 --> 00:31:00,040 +What they are going to do? Exactly. They might be + +460 +00:31:00,040 --> 00:31:03,600 +responsible for innovating a new product or they + +461 +00:31:03,600 --> 00:31:06,900 +might develop the existing product. So all the + +462 +00:31:06,900 --> 00:31:08,820 +staff members who are going to work in research + +463 +00:31:08,820 --> 00:31:11,140 +and development, they are classified to be the + +464 +00:31:11,140 --> 00:31:13,280 +third members who are going to be involved in + +465 +00:31:13,280 --> 00:31:17,460 +buying center. The fourth group, they are the + +466 +00:31:17,460 --> 00:31:20,580 +general management. And somebody is going to say, + +467 +00:31:21,060 --> 00:31:22,560 +the general management is doing what? + +468 +00:31:25,560 --> 00:31:28,100 +It is going to provide us with approval or + +469 +00:31:28,100 --> 00:31:31,260 +disapproval. Let's give example. Imagine the + +470 +00:31:31,260 --> 00:31:33,760 +marketer here said, this product we are going to + +471 +00:31:33,760 --> 00:31:38,720 +sell it with 10 US dollar. Can we say that those + +472 +00:31:38,720 --> 00:31:40,760 +people have the authority or a final authority to + +473 +00:31:40,760 --> 00:31:43,060 +take a decision to sell this product with the 10 + +474 +00:31:43,060 --> 00:31:46,080 +US dollar? Of course not. They are going to get + +475 +00:31:46,080 --> 00:31:50,590 +approval from whom? General management. so the + +476 +00:31:50,590 --> 00:31:52,750 +general management is going to say yes that's okay + +477 +00:31:52,750 --> 00:31:56,610 +or this isn't okay for us so the general + +478 +00:31:56,610 --> 00:31:58,810 +management is considered to be the fourth members + +479 +00:31:58,810 --> 00:32:03,750 +who are involved in the buying center the final + +480 +00:32:03,750 --> 00:32:08,850 +group we call them the purchasing listen here the + +481 +00:32:08,850 --> 00:32:13,010 +purchasing we are referring to those staff members + +482 +00:32:13,010 --> 00:32:17,790 +who are having three things number one negotiation + +483 +00:32:17,790 --> 00:32:21,970 +expertise Number two, knowledge of buying + +484 +00:32:21,970 --> 00:32:25,030 +products. And number three, close relationship + +485 +00:32:25,030 --> 00:32:30,810 +with suppliers. And we are naming or labeling them + +486 +00:32:30,810 --> 00:32:35,710 +purchasers. So purchasers, they are persons or + +487 +00:32:35,710 --> 00:32:38,710 +staff members who have a good experience in + +488 +00:32:38,710 --> 00:32:41,710 +negotiation, a good experience in knowledge of + +489 +00:32:41,710 --> 00:32:44,250 +buying products, who have a good relationship with + +490 +00:32:44,250 --> 00:32:49,240 +the suppliers, who are customers. who are the + +491 +00:32:49,240 --> 00:32:53,920 +customers. These persons or staff members they are + +492 +00:32:53,920 --> 00:32:57,480 +going to have a good looking, they are going to + +493 +00:32:57,480 --> 00:33:00,420 +have a fluency in language, and they are going to + +494 +00:33:00,420 --> 00:33:05,520 +have a strange ability of convincing others. + +495 +00:33:06,080 --> 00:33:09,880 +Therefore, they have a strong potential to + +496 +00:33:09,880 --> 00:33:13,780 +convince the supplier or the customer to approve + +497 +00:33:13,780 --> 00:33:17,910 +the sales transaction. Why? Because of their + +498 +00:33:17,910 --> 00:33:20,790 +potentials and skills and experiences which they + +499 +00:33:20,790 --> 00:33:25,590 +are having. So the purchasers they are the fifth + +500 +00:33:25,590 --> 00:33:29,990 +and the final members who are involved in the + +501 +00:33:29,990 --> 00:33:35,610 +buying center. Any questions? Any comments? Any + +502 +00:33:35,610 --> 00:33:40,390 +question? Okay now we are going to stop here and + +503 +00:33:40,390 --> 00:33:42,850 +next time we will go on. Next time we are going to + +504 +00:33:42,850 --> 00:33:44,650 +talk about economic buying influence. Who would + +505 +00:33:44,650 --> 00:34:05,120 +like to talk about it? if you would like if you + +506 +00:34:05,120 --> 00:34:15,280 +would + +507 +00:34:15,280 --> 00:34:16,220 +like if you would like if you would like if you + +508 +00:34:16,220 --> 00:34:16,220 +would like if you would like if you would like if + +509 +00:34:16,220 --> 00:34:16,380 +you would like if you would like if you would like + +510 +00:34:16,380 --> 00:34:16,480 +if you would like if you would like if you would + +511 +00:34:16,480 --> 00:34:16,480 +like if you would like if you would like if you + +512 +00:34:16,480 --> 00:34:16,480 +would like if you would like if you would like if + +513 +00:34:16,480 --> 00:34:16,480 +you would like if you would like if you would like + +514 +00:34:16,480 --> 00:34:16,480 +if you would like if you would like if you would + +515 +00:34:16,480 --> 00:34:16,500 +like if you would like if you would like if you + +516 +00:34:16,500 --> 00:34:16,500 +would like if you would like if you would like if + +517 +00:34:16,500 --> 00:34:16,500 +you would like if you would like if you would like + +518 +00:34:16,500 --> 00:34:16,500 +if you would like if you would like if you would + +519 +00:34:16,500 --> 00:34:16,500 +like if you would like if you would like if you + +520 +00:34:16,500 --> 00:34:16,500 +would like if you would like if you would like if + +521 +00:34:16,500 --> 00:34:16,500 +you would like if you would like if you would like + +522 +00:34:16,500 --> 00:34:16,500 +if you would like if you would like if you would + +523 +00:34:16,500 --> 00:34:16,500 +like if you would like if you would like if you + +524 +00:34:16,500 --> 00:34:16,500 +would like if you would like if you would like if + +525 +00:34:16,500 --> 00:34:16,500 +you would like if you would like if you would like + +526 +00:34:16,500 --> 00:34:16,500 +if you would like if you would like + +527 +00:34:20,050 --> 00:34:26,810 +Who would like to take this? + +528 +00:34:30,330 --> 00:34:34,290 +It's yours. Stages. Empire, Cellar, Relationship. + +529 +00:34:35,370 --> 00:34:42,370 +List it down. Any questions or comments about + +530 +00:34:42,370 --> 00:34:44,870 +today's class? Thank you very much. + diff --git a/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/y56ObN1KBKk_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/y56ObN1KBKk_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..2b47ce945fdfec51c2e76b37ece13cfbb226b522 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/y56ObN1KBKk_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4946, "start": 21.7, "end": 49.46, "text": " Okay, good morning. Today we are going to begin with two important subjects. Those two subjects, they are classified to be bases in the science of sales management. The first subject we are going to talk about the major factors or variables which are influencing something called strategic management planning. 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This strategy is going to look like or it looks like the glasses through which we are looking and watching the world.", "tokens": [7504, 11, 439, 6011, 293, 439, 6983, 20202, 9504, 11, 436, 3651, 420, 436, 643, 746, 1219, 5206, 13, 639, 5206, 307, 516, 281, 574, 411, 420, 309, 1542, 411, 264, 10812, 807, 597, 321, 366, 1237, 293, 1976, 264, 1002, 13], "avg_logprob": -0.2114825519018395, "compression_ratio": 1.5347222222222223, "no_speech_prob": 0.0, "words": [{"start": 76.91, "end": 77.43, "word": " Therefore,", "probability": 0.8076171875}, {"start": 77.67, "end": 77.83, "word": " all", "probability": 0.92822265625}, {"start": 77.83, "end": 78.27, "word": " businesses", "probability": 0.82568359375}, {"start": 78.27, "end": 78.77, "word": " and", "probability": 0.8837890625}, {"start": 78.77, "end": 79.01, "word": " all", "probability": 0.90625}, {"start": 79.01, "end": 79.17, "word": " civil", "probability": 0.457061767578125}, {"start": 79.17, "end": 79.57, "word": " agencies,", "probability": 0.74560546875}, {"start": 79.77, "end": 79.87, "word": " they", "probability": 0.86767578125}, {"start": 79.87, "end": 80.25, "word": " require", "probability": 0.91015625}, {"start": 80.25, "end": 80.45, "word": " or", "probability": 0.89013671875}, {"start": 80.45, "end": 80.59, "word": " they", "probability": 0.82666015625}, {"start": 80.59, "end": 80.93, "word": " need", "probability": 0.93017578125}, {"start": 80.93, "end": 81.75, "word": " something", "probability": 0.8369140625}, {"start": 81.75, "end": 82.17, "word": " called", "probability": 0.8876953125}, {"start": 82.17, "end": 82.73, "word": " strategy.", "probability": 0.56640625}, {"start": 83.89, "end": 84.19, "word": " This", "probability": 0.7177734375}, {"start": 84.19, "end": 84.69, "word": " strategy", "probability": 0.89111328125}, {"start": 84.69, "end": 84.89, "word": " is", "probability": 0.93359375}, {"start": 84.89, "end": 85.09, "word": " going", "probability": 0.94287109375}, {"start": 85.09, "end": 85.25, "word": " to", "probability": 0.97216796875}, {"start": 85.25, "end": 85.45, "word": " look", "probability": 0.96484375}, {"start": 85.45, "end": 85.75, "word": " like", "probability": 0.9306640625}, {"start": 85.75, "end": 85.91, "word": " or", "probability": 0.6435546875}, {"start": 85.91, "end": 86.07, "word": " it", "probability": 0.93505859375}, {"start": 86.07, "end": 86.29, "word": " looks", "probability": 0.83349609375}, {"start": 86.29, "end": 86.75, "word": " like", "probability": 0.9375}, {"start": 86.75, "end": 87.55, "word": " the", "probability": 0.85302734375}, {"start": 87.55, "end": 87.97, "word": " glasses", "probability": 0.83935546875}, {"start": 87.97, "end": 88.29, "word": " through", "probability": 0.8896484375}, {"start": 88.29, "end": 88.53, "word": " which", "probability": 0.94921875}, {"start": 88.53, "end": 88.75, "word": " we", "probability": 0.9599609375}, {"start": 88.75, "end": 89.09, "word": " are", "probability": 0.9384765625}, {"start": 89.09, "end": 89.95, "word": " looking", "probability": 0.91259765625}, {"start": 89.95, "end": 90.41, "word": " and", "probability": 0.90673828125}, {"start": 90.41, "end": 90.77, "word": " watching", "probability": 0.810546875}, {"start": 90.77, "end": 90.97, "word": " the", "probability": 0.921875}, {"start": 90.97, "end": 91.21, "word": " world.", "probability": 0.9658203125}], "temperature": 1.0}, {"id": 4, "seek": 11564, "start": 92.48, "end": 115.64, "text": " Therefore, we are going to discuss in a very detailed way the major variables or the factors which are influencing this strategic planning. Let's begin by the first component of the variables. The first component, as you can see, we are talking about environmental constraints. 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This is the only two solutions for them. Now somebody is going to say, why those sellers who are importing cars from inside Israeli market? Why they are suffering? 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Is it imposing a law? It is imposing a law. Is it imposing a regulatory item? Yes, it is imposing a regulatory item. Can we avoid respecting this? We cannot. Therefore, this is a vivid example through which the legal and regulatory item or factor does influence the strategic management planning of any business or company. 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Okay, better definition. What do you mean by demography? We said distribution of population on land. The distribution of population on land. 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You are going to find that Egypt is a nation whose population is more than 90 million citizens. So what is the meaning of this? 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Therefore, demographics from this example can be seen clearly as one of the strongest factors which is influencing the strategic management planning. Let's talk about economic conditions. 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The whole country is bankrupt. Therefore, if we would like to put this strategy and we are going to meet with the other staff members or the senior management of our sales agency, can we propose on the agenda of meeting this proposal saying why we shouldn't open a branch or a sales agency in Greece? Can this be acceptable on the agenda? 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Therefore, we cannot open a branch simply for two major reasons. If you are going to go to a bankrupt country like Greece, this means its own citizens and customers are bankrupt as well. Therefore, do you think they are going to have a stronger capacity of purchasing? Is this going to influence our project? 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Another thing, if the government is bankrupt, then government is going to look for other alternatives for generating resources of money. These resources are going to be raising higher taxes on the backs of the companies. Therefore, if you are going to go there and invest, this means we will be included as one of the higher taxpayers. Therefore, is this thing influencing strategic management planning? 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The competitive conditions, is it influencing our strategic management planning? Of course. If you are going to say, how? By the way, the competitive condition is interrelated with technology. Because technology, as we studied before in business essential number one, it has invaluable benefits for any businesses. 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In other words, technology is achieving efficiency. This efficiency is interrelated with effectiveness. 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Therefore, technology is very important. If you are going to have a technology, this means you are going to have one of the tools or weapons by which you can compete your competitors or you can defeat your competitors. Therefore, these two things, is it influencing strategic management? Yes. 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Yes. Can you give me an example? Can you give me an example? For example, our firm reduces products. If our company reduces? Yes. We cannot market our products in America because the culture there is not suitable. Excellent.", "tokens": [2743, 11, 264, 44303, 12, 50155, 5952, 11, 307, 309, 40396, 264, 10924, 4592, 295, 5038, 30, 1079, 13, 1664, 291, 976, 385, 364, 1365, 30, 1664, 291, 976, 385, 364, 1365, 30, 1171, 1365, 11, 527, 6174, 18081, 3383, 13, 759, 527, 2237, 18081, 30, 1079, 13, 492, 2644, 2142, 527, 3383, 294, 3374, 570, 264, 3713, 456, 307, 406, 12873, 13, 16723, 13], "avg_logprob": -0.3124999887112415, "compression_ratio": 1.6185567010309279, "no_speech_prob": 0.0, "words": [{"start": 636.17, "end": 636.57, "word": " Also,", "probability": 0.78759765625}, {"start": 636.75, "end": 636.77, "word": " the", "probability": 0.82568359375}, {"start": 636.77, "end": 637.87, "word": " socio", "probability": 0.7841796875}, {"start": 637.87, "end": 638.43, "word": "-cultural", "probability": 0.888916015625}, {"start": 638.43, "end": 638.93, "word": " factor,", "probability": 0.87109375}, {"start": 639.25, "end": 639.29, "word": " is", "probability": 0.8525390625}, {"start": 639.29, "end": 639.43, "word": " it", "probability": 0.62060546875}, {"start": 639.43, "end": 639.91, "word": " influencing", "probability": 0.89306640625}, {"start": 639.91, "end": 640.79, "word": " the", "probability": 0.787109375}, {"start": 640.79, "end": 641.15, "word": " strategic", "probability": 0.9287109375}, {"start": 641.15, "end": 641.45, "word": " management", "probability": 0.86767578125}, {"start": 641.45, "end": 641.65, "word": " of", "probability": 0.44189453125}, {"start": 641.65, "end": 641.85, "word": " planning?", "probability": 0.9052734375}, {"start": 642.05, "end": 642.17, "word": " Yes.", "probability": 0.75341796875}, {"start": 642.69, "end": 642.85, "word": " Can", "probability": 0.953125}, {"start": 642.85, "end": 642.91, "word": " you", "probability": 0.96923828125}, {"start": 642.91, "end": 643.03, "word": " give", "probability": 0.87890625}, {"start": 643.03, "end": 643.11, "word": " me", "probability": 0.76220703125}, {"start": 643.11, "end": 643.33, "word": " an", "probability": 0.41748046875}, {"start": 643.33, "end": 643.43, "word": " example?", "probability": 0.9765625}, {"start": 646.19, "end": 646.33, "word": " Can", "probability": 0.269775390625}, {"start": 646.33, "end": 646.45, "word": " you", "probability": 0.96826171875}, {"start": 646.45, "end": 646.57, "word": " give", "probability": 0.8876953125}, {"start": 646.57, "end": 646.67, "word": " me", "probability": 0.94482421875}, {"start": 646.67, "end": 646.77, "word": " an", "probability": 0.9072265625}, {"start": 646.77, "end": 647.03, "word": " example?", "probability": 0.97998046875}, {"start": 648.75, "end": 649.21, "word": " For", "probability": 0.69384765625}, {"start": 649.21, "end": 649.61, "word": " example,", "probability": 0.96630859375}, {"start": 649.87, "end": 650.17, "word": " our", "probability": 0.51953125}, {"start": 650.17, "end": 651.51, "word": " firm", "probability": 0.66845703125}, {"start": 651.51, "end": 652.47, "word": " reduces", "probability": 0.64990234375}, {"start": 652.47, "end": 653.15, "word": " products.", "probability": 0.2191162109375}, {"start": 653.59, "end": 654.31, "word": " If", "probability": 0.81787109375}, {"start": 654.31, "end": 654.51, "word": " our", "probability": 0.890625}, {"start": 654.51, "end": 654.83, "word": " company", "probability": 0.90625}, {"start": 654.83, "end": 655.35, "word": " reduces?", "probability": 0.92919921875}, {"start": 656.19, "end": 656.91, "word": " Yes.", "probability": 0.375732421875}, {"start": 657.45, "end": 657.91, "word": " We", "probability": 0.63720703125}, {"start": 657.91, "end": 658.43, "word": " cannot", "probability": 0.8427734375}, {"start": 658.43, "end": 659.15, "word": " market", "probability": 0.93017578125}, {"start": 659.15, "end": 660.03, "word": " our", "probability": 0.8564453125}, {"start": 660.03, "end": 660.47, "word": " products", "probability": 0.8037109375}, {"start": 660.47, "end": 660.83, "word": " in", "probability": 0.89990234375}, {"start": 660.83, "end": 661.17, "word": " America", "probability": 0.84814453125}, {"start": 661.17, "end": 661.63, "word": " because", "probability": 0.7265625}, {"start": 661.63, "end": 662.05, "word": " the", "probability": 0.673828125}, {"start": 662.05, "end": 662.33, "word": " culture", "probability": 0.939453125}, {"start": 662.33, "end": 662.97, "word": " there", "probability": 0.8447265625}, {"start": 662.97, "end": 663.55, "word": " is", "probability": 0.927734375}, {"start": 663.55, "end": 663.85, "word": " not", "probability": 0.92041015625}, {"start": 663.85, "end": 664.23, "word": " suitable.", "probability": 0.2232666015625}, {"start": 664.41, "end": 664.81, "word": " Excellent.", "probability": 0.89111328125}], "temperature": 1.0}, {"id": 26, "seek": 69289, "start": 665.45, "end": 692.89, "text": " Therefore, we are going to target other markets, including Arab countries markets. Saudi Arabia, it is one of the Arab countries, including Indonesia, Malaysia and other Islamic countries. Exactly. Excellent example. Therefore, is it including our strategic management planning? Of course. Very good. This is the first group which is called environmental constraints. Can we talk about another group? 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We said competencies means capacities or capabilities. This is including marketing, financial, technology and information. Marketing here is something very important.", "tokens": [440, 1150, 1594, 295, 264, 6771, 597, 307, 40396, 264, 10924, 4592, 5038, 11, 321, 366, 1417, 466, 10644, 2850, 6464, 13, 492, 848, 2850, 6464, 1355, 39396, 420, 10862, 13, 639, 307, 3009, 6370, 11, 4669, 11, 2899, 293, 1589, 13, 27402, 510, 307, 746, 588, 1021, 13], "avg_logprob": -0.21312500059604644, "compression_ratio": 1.5572916666666667, "no_speech_prob": 0.0, "words": [{"start": 693.73, "end": 693.99, "word": " The", "probability": 0.420166015625}, {"start": 693.99, "end": 694.57, "word": " second", "probability": 0.88330078125}, {"start": 694.57, "end": 695.03, "word": " group", "probability": 0.95849609375}, {"start": 695.03, "end": 695.27, "word": " of", "probability": 0.9296875}, {"start": 695.27, "end": 695.41, "word": " the", "probability": 0.33740234375}, {"start": 695.41, "end": 695.79, "word": " factors", "probability": 0.94287109375}, {"start": 695.79, "end": 695.99, "word": " which", "probability": 0.759765625}, {"start": 695.99, "end": 696.11, "word": " is", "probability": 0.70166015625}, {"start": 696.11, "end": 696.49, "word": " influencing", "probability": 0.7763671875}, {"start": 696.49, "end": 696.73, "word": " the", "probability": 0.59130859375}, {"start": 696.73, "end": 696.99, "word": " strategic", "probability": 0.8642578125}, {"start": 696.99, "end": 697.23, "word": " management", "probability": 0.87060546875}, {"start": 697.23, "end": 697.63, "word": " planning,", "probability": 0.8955078125}, {"start": 698.13, "end": 698.25, "word": " we", "probability": 0.87841796875}, {"start": 698.25, "end": 698.33, "word": " are", "probability": 0.89697265625}, {"start": 698.33, "end": 698.59, "word": " talking", "probability": 0.8525390625}, {"start": 698.59, "end": 698.85, "word": " about", "probability": 0.89453125}, {"start": 698.85, "end": 699.31, "word": " distinct", "probability": 0.9033203125}, {"start": 699.31, "end": 700.13, "word": " competencies.", "probability": 0.773193359375}, {"start": 700.83, "end": 700.95, "word": " We", "probability": 0.91650390625}, {"start": 700.95, "end": 701.19, "word": " said", "probability": 0.876953125}, {"start": 701.19, "end": 701.65, "word": " competencies", "probability": 0.88623046875}, {"start": 701.65, "end": 702.03, "word": " means", "probability": 0.74072265625}, {"start": 702.03, "end": 702.59, "word": " capacities", "probability": 0.8466796875}, {"start": 702.59, "end": 702.95, "word": " or", "probability": 0.91015625}, {"start": 702.95, "end": 703.43, "word": " capabilities.", "probability": 0.8984375}, {"start": 704.45, "end": 704.69, "word": " This", "probability": 0.87548828125}, {"start": 704.69, "end": 704.83, "word": " is", "probability": 0.80224609375}, {"start": 704.83, "end": 705.21, "word": " including", "probability": 0.8232421875}, {"start": 705.21, "end": 705.69, "word": " marketing,", "probability": 0.7431640625}, {"start": 706.59, "end": 707.03, "word": " financial,", "probability": 0.8818359375}, {"start": 707.43, "end": 707.87, "word": " technology", "probability": 0.9453125}, {"start": 707.87, "end": 708.07, "word": " and", "probability": 0.51611328125}, {"start": 708.07, "end": 708.49, "word": " information.", "probability": 0.6103515625}, {"start": 709.51, "end": 709.97, "word": " Marketing", "probability": 0.92041015625}, {"start": 709.97, "end": 710.35, "word": " here", "probability": 0.77978515625}, {"start": 710.35, "end": 710.63, "word": " is", "probability": 0.9326171875}, {"start": 710.63, "end": 710.95, "word": " something", "probability": 0.8310546875}, {"start": 710.95, "end": 711.21, "word": " very", "probability": 0.8515625}, {"start": 711.21, "end": 711.63, "word": " important.", "probability": 0.86962890625}], "temperature": 1.0}, {"id": 28, "seek": 72710, "start": 712.34, "end": 727.1, "text": " Marketing, as we said, it looks like the window through which we are going to deliver our products to our own customers. 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Therefore, marketing knowledge, marketing information, the acquiring of the skills of marketing is going to influence also our ability regarding strategic management planning. And the vice versa is correct. Also, we are talking about financial. As we said, money or financial or capital is very important. 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It will face difficulties. Money is easing our work, is easing our methods and also it is enabling to achieve and implement it on the ground. Therefore money is very important. Technology, we talked about it, the information here is reminding us with this proverb. 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We can identify it by the amount of information which we are processing. If we are having enough information about anything, this means we are going to do a good job. If we do not have information about what is the meaning of strategy, how to make strategic management planning, do you think we are able to do it or to implement it later on? We cannot. 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Research and development, personnel, brand equity production. Also, all these things are important. Let's begin with the capital. If we do not have enough financial resources, is our agency able to recruit the most skillful personnel or staff members? 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In other words, this department is responsible for upgrading and developing its own products. As we said, a product, it has a life circle where it looks like the life of the human beings. If this life isn't renewed, this means that the product will be aged. 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Through what? Through the research and development. This is of course influencing the strategic management planning. For example, nowadays we are talking about something called cell or smart cell phones. Smart cell phones like Samsung Galaxy, Apple Galaxy and so on. If you are going to look at this cell phone, the cell phone itself is a ward. 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So this small device has many, many options. Therefore, the research and development is considered to be the brain behind developing these smart cell phones. 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Let's talk now about personnel. Personnel, it refers to the staff members who are going to work within our team. Because remember, without the efforts of those human beings, we cannot even talk about a business. Why? Businesses are founded on the muscles and the brains and the efforts of the human beings or the staff members. 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At the same time, these brains of those personnel, they are drawing and thinking and formulating strategic management plan. In addition, we are talking about brand equity. And brand equity, this is very important. Is it going to influence our strategic management and sales? Yes. Let's give example. Look at this. 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So imagine we are going to ask you the same question 20 years ago. Do you think you will be able to know the answer? No. Why? Because 20 years ago LG was building and establishing its own brand equity. Therefore, the brand name, is it important? 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Because after a while, we are going to talk about three major strategies of sales with the brand itself. It is playing a vital role in each strategy, as we are going to see after a while. Also, the production is related to the brand and so on. Let's go to the final group of the strategic management planning. 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Do you think the firm whose experience is one year is going to think and make a good strategy in the same way if the company's age is more than 10 years or 20 years? Of course not. Because the experience does matter. 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So these are briefly the major four components which are influencing the strategic management planning. In the midterm exam, I might ask you various questions. 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Explain this or how with the striking examples. This is one of the potential questions in the exam. 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And try to think of any logical examples. Okay? Okay, can you answer this question? Yes. 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Okay, any questions or comments about this? Okay, let's move now to the next step or to the next session of our class. The second session, it will focus on the strategies. Before we are going to talk about these three strategies, let's look at the figure title. 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The first one we called it low cost strategy. Low cost strategy. So this strategy of sales is giving a priority for low prices. Is giving a priority for low prices. Therefore vigorous it is founded on vigorous means strong or powerful.", "tokens": [1692, 321, 366, 1417, 466, 1045, 2563, 9029, 13, 440, 700, 472, 321, 1219, 309, 2295, 2063, 5206, 13, 17078, 2063, 5206, 13, 407, 341, 5206, 295, 5763, 307, 2902, 257, 9365, 337, 2295, 7901, 13, 1119, 2902, 257, 9365, 337, 2295, 7901, 13, 7504, 15366, 16099, 309, 307, 13234, 322, 15366, 16099, 1355, 2068, 420, 4005, 13], "avg_logprob": -0.2356991535526211, "compression_ratio": 1.7546012269938651, "no_speech_prob": 0.0, "words": [{"start": 1303.05, "end": 1303.47, "word": " Here", "probability": 0.65771484375}, {"start": 1303.47, "end": 1303.61, "word": " we", "probability": 0.71240234375}, {"start": 1303.61, "end": 1303.75, "word": " are", "probability": 0.89501953125}, {"start": 1303.75, "end": 1304.01, "word": " talking", "probability": 0.8291015625}, {"start": 1304.01, "end": 1304.29, "word": " about", "probability": 0.9072265625}, {"start": 1304.29, "end": 1304.57, "word": " three", "probability": 0.71826171875}, {"start": 1304.57, "end": 1304.89, "word": " major", "probability": 0.85498046875}, {"start": 1304.89, "end": 1305.33, "word": " strategies.", "probability": 0.81396484375}, {"start": 1306.21, "end": 1306.33, "word": " The", "probability": 0.85791015625}, {"start": 1306.33, "end": 1306.71, "word": " first", "probability": 0.88818359375}, {"start": 1306.71, "end": 1306.93, "word": " one", "probability": 0.8916015625}, {"start": 1306.93, "end": 1307.11, "word": " we", "probability": 0.6279296875}, {"start": 1307.11, "end": 1307.43, "word": " called", "probability": 0.490234375}, {"start": 1307.43, "end": 1307.65, "word": " it", "probability": 0.81591796875}, {"start": 1307.65, "end": 1307.91, "word": " low", "probability": 0.5283203125}, {"start": 1307.91, "end": 1308.19, "word": " cost", "probability": 0.564453125}, {"start": 1308.19, "end": 1308.63, "word": " strategy.", "probability": 0.8798828125}, {"start": 1309.75, "end": 1310.01, "word": " Low", "probability": 0.353515625}, {"start": 1310.01, "end": 1310.47, "word": " cost", "probability": 0.7509765625}, {"start": 1310.47, "end": 1311.47, "word": " strategy.", "probability": 0.8759765625}, {"start": 1312.03, "end": 1312.29, "word": " So", "probability": 0.82421875}, {"start": 1312.29, "end": 1312.55, "word": " this", "probability": 0.84716796875}, {"start": 1312.55, "end": 1312.97, "word": " strategy", "probability": 0.7939453125}, {"start": 1312.97, "end": 1313.19, "word": " of", "probability": 0.958984375}, {"start": 1313.19, "end": 1313.63, "word": " sales", "probability": 0.9013671875}, {"start": 1313.63, "end": 1314.59, "word": " is", "probability": 0.8681640625}, {"start": 1314.59, "end": 1315.01, "word": " giving", "probability": 0.89306640625}, {"start": 1315.01, "end": 1315.29, "word": " a", "probability": 0.66015625}, {"start": 1315.29, "end": 1315.73, "word": " priority", "probability": 0.9150390625}, {"start": 1315.73, "end": 1316.27, "word": " for", "probability": 0.921875}, {"start": 1316.27, "end": 1316.65, "word": " low", "probability": 0.94287109375}, {"start": 1316.65, "end": 1317.25, "word": " prices.", "probability": 0.8740234375}, {"start": 1318.23, "end": 1318.43, "word": " Is", "probability": 0.5634765625}, {"start": 1318.43, "end": 1318.77, "word": " giving", "probability": 0.8896484375}, {"start": 1318.77, "end": 1319.05, "word": " a", "probability": 0.95556640625}, {"start": 1319.05, "end": 1319.37, "word": " priority", "probability": 0.94287109375}, {"start": 1319.37, "end": 1319.73, "word": " for", "probability": 0.94482421875}, {"start": 1319.73, "end": 1320.15, "word": " low", "probability": 0.94921875}, {"start": 1320.15, "end": 1321.07, "word": " prices.", "probability": 0.8876953125}, {"start": 1321.73, "end": 1322.41, "word": " Therefore", "probability": 0.791015625}, {"start": 1322.41, "end": 1323.59, "word": " vigorous", "probability": 0.6927490234375}, {"start": 1323.59, "end": 1324.03, "word": " it", "probability": 0.42578125}, {"start": 1324.03, "end": 1324.21, "word": " is", "probability": 0.93896484375}, {"start": 1324.21, "end": 1324.59, "word": " founded", "probability": 0.87255859375}, {"start": 1324.59, "end": 1324.91, "word": " on", "probability": 0.947265625}, {"start": 1324.91, "end": 1325.55, "word": " vigorous", "probability": 0.787109375}, {"start": 1325.55, "end": 1326.05, "word": " means", "probability": 0.79296875}, {"start": 1326.05, "end": 1326.51, "word": " strong", "probability": 0.86474609375}, {"start": 1326.51, "end": 1327.23, "word": " or", "probability": 0.91845703125}, {"start": 1327.23, "end": 1327.71, "word": " powerful.", "probability": 0.89892578125}], "temperature": 1.0}, {"id": 51, "seek": 135367, "start": 1328.49, "end": 1353.67, "text": " pursuit of cost reduction from experience and tight cost control. So, the reduction of the prices is considered to be a priority. This is considered to be the backbone of the low-cost strategy. This is briefly about it. Let's explain its own characteristics. This one, tight cost control?", "tokens": [23365, 295, 2063, 11004, 490, 1752, 293, 4524, 2063, 1969, 13, 407, 11, 264, 11004, 295, 264, 7901, 307, 4888, 281, 312, 257, 9365, 13, 639, 307, 4888, 281, 312, 264, 34889, 295, 264, 2295, 12, 27718, 5206, 13, 639, 307, 10515, 466, 309, 13, 961, 311, 2903, 1080, 1065, 10891, 13, 639, 472, 11, 4524, 2063, 1969, 30], "avg_logprob": -0.22239582911133765, "compression_ratio": 1.6900584795321638, "no_speech_prob": 0.0, "words": [{"start": 1328.49, "end": 1329.13, "word": " pursuit", "probability": 0.437255859375}, {"start": 1329.13, "end": 1329.67, "word": " of", "probability": 0.96337890625}, {"start": 1329.67, "end": 1329.95, "word": " cost", "probability": 0.87841796875}, {"start": 1329.95, "end": 1330.51, "word": " reduction", "probability": 0.86474609375}, {"start": 1330.51, "end": 1331.39, "word": " from", "probability": 0.8740234375}, {"start": 1331.39, "end": 1332.13, "word": " experience", "probability": 0.87939453125}, {"start": 1332.13, "end": 1332.45, "word": " and", "probability": 0.90673828125}, {"start": 1332.45, "end": 1332.75, "word": " tight", "probability": 0.81689453125}, {"start": 1332.75, "end": 1333.07, "word": " cost", "probability": 0.876953125}, {"start": 1333.07, "end": 1333.51, "word": " control.", "probability": 0.78662109375}, {"start": 1336.09, "end": 1336.59, "word": " So,", "probability": 0.546875}, {"start": 1337.17, "end": 1337.27, "word": " the", "probability": 0.853515625}, {"start": 1337.27, "end": 1337.67, "word": " reduction", "probability": 0.94580078125}, {"start": 1337.67, "end": 1337.97, "word": " of", "probability": 0.947265625}, {"start": 1337.97, "end": 1338.11, "word": " the", "probability": 0.40380859375}, {"start": 1338.11, "end": 1338.41, "word": " prices", "probability": 0.73974609375}, {"start": 1338.41, "end": 1338.65, "word": " is", "probability": 0.93994140625}, {"start": 1338.65, "end": 1338.99, "word": " considered", "probability": 0.78515625}, {"start": 1338.99, "end": 1339.15, "word": " to", "probability": 0.9287109375}, {"start": 1339.15, "end": 1339.31, "word": " be", "probability": 0.95751953125}, {"start": 1339.31, "end": 1339.49, "word": " a", "probability": 0.96044921875}, {"start": 1339.49, "end": 1339.87, "word": " priority.", "probability": 0.892578125}, {"start": 1340.79, "end": 1341.11, "word": " This", "probability": 0.397216796875}, {"start": 1341.11, "end": 1341.27, "word": " is", "probability": 0.92041015625}, {"start": 1341.27, "end": 1341.57, "word": " considered", "probability": 0.6962890625}, {"start": 1341.57, "end": 1341.75, "word": " to", "probability": 0.9599609375}, {"start": 1341.75, "end": 1341.85, "word": " be", "probability": 0.95703125}, {"start": 1341.85, "end": 1342.03, "word": " the", "probability": 0.89697265625}, {"start": 1342.03, "end": 1342.37, "word": " backbone", "probability": 0.943359375}, {"start": 1342.37, "end": 1342.83, "word": " of", "probability": 0.9638671875}, {"start": 1342.83, "end": 1342.99, "word": " the", "probability": 0.85009765625}, {"start": 1342.99, "end": 1343.17, "word": " low", "probability": 0.89697265625}, {"start": 1343.17, "end": 1343.49, "word": "-cost", "probability": 0.724853515625}, {"start": 1343.49, "end": 1344.13, "word": " strategy.", "probability": 0.892578125}, {"start": 1345.47, "end": 1346.11, "word": " This", "probability": 0.65576171875}, {"start": 1346.11, "end": 1346.25, "word": " is", "probability": 0.93310546875}, {"start": 1346.25, "end": 1346.63, "word": " briefly", "probability": 0.7802734375}, {"start": 1346.63, "end": 1346.99, "word": " about", "probability": 0.89892578125}, {"start": 1346.99, "end": 1347.23, "word": " it.", "probability": 0.9423828125}, {"start": 1347.93, "end": 1348.17, "word": " Let's", "probability": 0.908447265625}, {"start": 1348.17, "end": 1348.57, "word": " explain", "probability": 0.86572265625}, {"start": 1348.57, "end": 1348.83, "word": " its", "probability": 0.8779296875}, {"start": 1348.83, "end": 1349.03, "word": " own", "probability": 0.88525390625}, {"start": 1349.03, "end": 1349.65, "word": " characteristics.", "probability": 0.87744140625}, {"start": 1352.07, "end": 1352.37, "word": " This", "probability": 0.66845703125}, {"start": 1352.37, "end": 1352.63, "word": " one,", "probability": 0.88330078125}, {"start": 1352.73, "end": 1352.95, "word": " tight", "probability": 0.81787109375}, {"start": 1352.95, "end": 1353.25, "word": " cost", "probability": 0.8818359375}, {"start": 1353.25, "end": 1353.67, "word": " control?", "probability": 0.82275390625}], "temperature": 1.0}, {"id": 52, "seek": 138593, "start": 1357.73, "end": 1385.93, "text": " We are saying in general, low prices is considered to be the backbone of this strategy. Therefore, priority number one, which will be given to anything in the sales circuit, it will zoom or shed light or focus on cost. Cost must be minimized to the lowest level. Okay? Now, this is considered to be the major idea behind the low cost strategy. Let's talk about its own characteristics.", "tokens": [492, 366, 1566, 294, 2674, 11, 2295, 7901, 307, 4888, 281, 312, 264, 34889, 295, 341, 5206, 13, 7504, 11, 9365, 1230, 472, 11, 597, 486, 312, 2212, 281, 1340, 294, 264, 5763, 9048, 11, 309, 486, 8863, 420, 14951, 1442, 420, 1879, 322, 2063, 13, 20863, 1633, 312, 4464, 1602, 281, 264, 12437, 1496, 13, 1033, 30, 823, 11, 341, 307, 4888, 281, 312, 264, 2563, 1558, 2261, 264, 2295, 2063, 5206, 13, 961, 311, 751, 466, 1080, 1065, 10891, 13], "avg_logprob": -0.1875941279422806, "compression_ratio": 1.6016597510373445, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1357.73, "end": 1358.33, "word": " We", "probability": 0.521484375}, {"start": 1358.33, "end": 1358.55, "word": " are", "probability": 0.88916015625}, {"start": 1358.55, "end": 1358.91, "word": " saying", "probability": 0.865234375}, {"start": 1358.91, "end": 1359.13, "word": " in", "probability": 0.7744140625}, {"start": 1359.13, "end": 1359.49, "word": " 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What is the meaning of this? It means the following. It means I am going to take you and her and her and her and I might recruit tens and tens of salespeople. 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Am I interested as a salesperson with a long or permanent relationship with the customer? No. Her? 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To Locust strategy. I want to sell you that's it. In other words, I am thinking of the present moment. I am not thinking of the future or long term relationship. Clear? Ok, also structure so that managers will supervise a big number of sales people. As we said, we are talking about what? 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Simply, it isn't known. Nobody knows anything about it. 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In other words, the salary is fixed and permanent. 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Your question? 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They put a limit money in money. I thought that it's 10,000 shekel. And after that, the salesperson have a share of- A percentage. A percentage of the profit of its- Excellent example. Excellent example. Thank you. So this is what? The low cost strategy.", "tokens": [400, 309, 362, 886, 709, 5763, 10813, 293, 49192, 954, 13, 814, 829, 257, 4948, 1460, 294, 1460, 13, 286, 1194, 300, 309, 311, 1266, 11, 1360, 750, 7124, 13, 400, 934, 300, 11, 264, 5763, 10813, 362, 257, 2073, 295, 12, 316, 9668, 13, 316, 9668, 295, 264, 7475, 295, 1080, 12, 16723, 1365, 13, 16723, 1365, 13, 1044, 291, 13, 407, 341, 307, 437, 30, 440, 2295, 2063, 5206, 13], "avg_logprob": -0.29152396280471593, "compression_ratio": 1.56, "no_speech_prob": 0.0, "words": [{"start": 1616.61, "end": 1616.89, "word": " And", "probability": 0.25341796875}, {"start": 1616.89, "end": 1617.07, "word": " it", "probability": 0.83154296875}, {"start": 1617.07, "end": 1617.39, "word": " have", "probability": 0.423583984375}, {"start": 1617.39, "end": 1618.25, "word": " too", "probability": 0.8447265625}, {"start": 1618.25, "end": 1618.69, "word": " much", "probability": 0.9150390625}, {"start": 1618.69, "end": 1619.71, "word": " salesperson", "probability": 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Priority number one is the brand name of our product. Let's talk about the characteristics of this strategy. This is very important, very important. Number one, here we are talking about selective use. Over there, we were talking about extensive use. The extensive use means any person who can sell, we are going to recruit him according to Lucas strategy.", "tokens": [407, 3218, 510, 1943, 380, 2212, 9365, 1230, 472, 13, 24032, 507, 1230, 472, 307, 264, 3360, 1315, 295, 527, 1674, 13, 961, 311, 751, 466, 264, 10891, 295, 341, 5206, 13, 639, 307, 588, 1021, 11, 588, 1021, 13, 5118, 472, 11, 510, 321, 366, 1417, 466, 33930, 764, 13, 4886, 456, 11, 321, 645, 1417, 466, 13246, 764, 13, 440, 13246, 764, 1355, 604, 954, 567, 393, 3607, 11, 321, 366, 516, 281, 15119, 796, 4650, 281, 19178, 5206, 13], "avg_logprob": -0.20971386152577687, "compression_ratio": 1.811659192825112, "no_speech_prob": 0.0, "words": [{"start": 1676.46, "end": 1676.82, "word": " So", "probability": 0.412841796875}, {"start": 1676.82, "end": 1677.26, "word": " price", "probability": 0.455078125}, {"start": 1677.26, "end": 1677.64, "word": " here", "probability": 0.6962890625}, {"start": 1677.64, "end": 1678.04, "word": " isn't", "probability": 0.75390625}, {"start": 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"word": " means", "probability": 0.9169921875}, {"start": 1700.46, "end": 1701.3, "word": " any", "probability": 0.6953125}, {"start": 1701.3, "end": 1701.78, "word": " person", "probability": 0.90380859375}, {"start": 1701.78, "end": 1702.04, "word": " who", "probability": 0.89501953125}, {"start": 1702.04, "end": 1702.3, "word": " can", "probability": 0.9404296875}, {"start": 1702.3, "end": 1702.56, "word": " sell,", "probability": 0.85009765625}, {"start": 1702.7, "end": 1702.76, "word": " we", "probability": 0.94775390625}, {"start": 1702.76, "end": 1702.9, "word": " are", "probability": 0.90869140625}, {"start": 1702.9, "end": 1703.08, "word": " going", "probability": 0.94873046875}, {"start": 1703.08, "end": 1703.22, "word": " to", "probability": 0.97021484375}, {"start": 1703.22, "end": 1703.46, "word": " recruit", "probability": 0.853515625}, {"start": 1703.46, "end": 1703.76, "word": " him", "probability": 0.916015625}, {"start": 1703.76, "end": 1704.42, "word": " according", "probability": 0.8701171875}, {"start": 1704.42, "end": 1705.14, "word": " to", "probability": 0.97021484375}, {"start": 1705.14, "end": 1705.36, "word": " Lucas", "probability": 0.468505859375}, {"start": 1705.36, "end": 1705.78, "word": " strategy.", "probability": 0.490966796875}], "temperature": 1.0}, {"id": 65, "seek": 173367, "start": 1706.79, "end": 1733.67, "text": " But in the differentiation strategy, we are going to select the skillful and the most experienced sales persons. If you are qualified, we will recruit you. If you are not, we are going to dismiss you out. This is where in differentiation strategy. Because of this, we said selective use. A second characteristic for the differentiation strategy, it is focusing on long term customer relationship. Here, we were talking about what?", "tokens": [583, 294, 264, 38902, 5206, 11, 321, 366, 516, 281, 3048, 264, 5389, 906, 293, 264, 881, 6751, 5763, 14453, 13, 759, 291, 366, 15904, 11, 321, 486, 15119, 291, 13, 759, 291, 366, 406, 11, 321, 366, 516, 281, 16974, 291, 484, 13, 639, 307, 689, 294, 38902, 5206, 13, 1436, 295, 341, 11, 321, 848, 33930, 764, 13, 316, 1150, 16282, 337, 264, 38902, 5206, 11, 309, 307, 8416, 322, 938, 1433, 5474, 2480, 13, 1692, 11, 321, 645, 1417, 466, 437, 30], "avg_logprob": -0.18077761194733685, "compression_ratio": 1.8109243697478992, "no_speech_prob": 0.0, "words": [{"start": 1706.79, "end": 1707.13, "word": " But", "probability": 0.66552734375}, {"start": 1707.13, "end": 1707.39, "word": " in", "probability": 0.85498046875}, {"start": 1707.39, "end": 1707.51, "word": " the", "probability": 0.59619140625}, {"start": 1707.51, "end": 1707.89, "word": " differentiation", "probability": 0.853515625}, {"start": 1707.89, "end": 1708.49, "word": " strategy,", 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But in the differentiation strategy, we are looking for the future as well. A third difference, here the manager intensely supervised a limited number of salesperson. But over there, it was what? A large number. Somebody is going to say, why the differentiation strategy is recruiting a limited number of salesperson?", "tokens": [682, 661, 2283, 11, 321, 366, 1237, 412, 264, 1974, 1623, 365, 9769, 13, 583, 294, 264, 38902, 5206, 11, 321, 366, 1237, 337, 264, 2027, 382, 731, 13, 316, 2636, 2649, 11, 510, 264, 6598, 43235, 46533, 257, 5567, 1230, 295, 5763, 10813, 13, 583, 670, 456, 11, 309, 390, 437, 30, 316, 2416, 1230, 13, 13463, 307, 516, 281, 584, 11, 983, 264, 38902, 5206, 307, 25987, 257, 5567, 1230, 295, 5763, 10813, 30], "avg_logprob": -0.23336039657716628, "compression_ratio": 1.8113207547169812, "no_speech_prob": 0.0, "words": [{"start": 1736.41, "end": 1737.01, "word": " In", "probability": 0.1312255859375}, {"start": 1737.01, "end": 1737.61, "word": " other", "probability": 0.74658203125}, {"start": 1737.61, "end": 1737.99, "word": " words,", "probability": 0.88916015625}, {"start": 1738.09, "end": 1738.13, "word": " we", "probability": 0.837890625}, {"start": 1738.13, "end": 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Exactly. Because the product defines itself and we do not need too many efforts from sales people. We do not want too many efforts from sales persons. Therefore, the number of sales persons, their number is going to be limited. A fourth difference between the two strategies. Compensation here is based on what? Salary. But over there it is based on what? 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Who didn't pick up anyone? Everybody is set? That's fine. Next class, inshallah, I'm going to ask you or I'm going to ask what is required by our research group, by each group. Okay? Next class, inshallah. 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0000000000000000000000000000000000000000..1fd11ddcdee32874df0f2bb859327a8347925408 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/y56ObN1KBKk_raw.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_raw.json b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI_raw.json new file mode 100644 index 0000000000000000000000000000000000000000..007046eba44b5f09e1ec6136a9a35bcfd0e7bbb1 --- /dev/null +++ b/PL9fwy3NUQKwahRS6qf_vAWax6GJKgwdSL/zv-QBUhMvgI_raw.json @@ -0,0 +1 @@ +{"segments": [{"id": 1, "seek": 4386, "start": 21.16, "end": 43.86, "text": " Good morning. Inshallah today we are going to talk about something called considerations for creating a kind of partnership. 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In other words, we can see them in every content on the face of the earth. So if you are talking about very huge adventure projects, this means these projects cannot be implemented without something called a kind or a pattern of partnership.", "tokens": [7587, 11, 321, 366, 1417, 466, 955, 1606, 4455, 597, 366, 516, 281, 312, 13485, 13, 682, 661, 2283, 11, 321, 393, 536, 552, 294, 633, 2701, 322, 264, 1851, 295, 264, 4120, 13, 407, 498, 291, 366, 1417, 466, 588, 2603, 9868, 4455, 11, 341, 1355, 613, 4455, 2644, 312, 12270, 1553, 746, 1219, 257, 733, 420, 257, 5102, 295, 9982, 13], "avg_logprob": -0.17211914411745965, "compression_ratio": 1.6029411764705883, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 68.46, "end": 69.02, "word": " Exactly,", "probability": 0.60888671875}, {"start": 69.54, "end": 69.76, "word": " we", "probability": 0.90966796875}, {"start": 69.76, "end": 69.88, "word": " are", "probability": 0.865234375}, {"start": 69.88, "end": 70.16, "word": " talking", "probability": 0.8447265625}, {"start": 70.16, "end": 70.5, "word": " 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Therefore, let's discuss our first point today. 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How am I going to build my decision to approve or disapprove this offer of partnership? I'm going to approve or disapprove according to four major considerations. 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But if the dependence on this expected partner is infrequent, this means we are going to be more linear to reject this partnership. The final consideration, we called it consistency with supplier's goal.", "tokens": [759, 264, 31704, 322, 341, 4975, 307, 2049, 293, 18004, 11, 341, 307, 516, 281, 834, 642, 505, 1564, 797, 281, 18827, 264, 9982, 13, 583, 498, 264, 31704, 322, 341, 5176, 4975, 307, 1536, 265, 28842, 11, 341, 1355, 321, 366, 516, 281, 312, 544, 8213, 281, 8248, 341, 9982, 13, 440, 2572, 12381, 11, 321, 1219, 309, 14416, 365, 31909, 311, 3387, 13], "avg_logprob": -0.13446969629237146, "compression_ratio": 1.7301587301587302, "no_speech_prob": 0.0, "words": [{"start": 248.47, "end": 248.91, "word": " If", "probability": 0.798828125}, {"start": 248.91, "end": 249.71, "word": " the", "probability": 0.896484375}, {"start": 249.71, "end": 250.21, "word": " dependence", "probability": 0.90087890625}, {"start": 250.21, "end": 250.57, "word": " on", "probability": 0.9345703125}, {"start": 250.57, "end": 250.77, "word": " this", "probability": 0.93310546875}, {"start": 250.77, "end": 251.21, "word": " partner", 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"probability": 0.814453125}], "temperature": 1.0}, {"id": 11, "seek": 27989, "start": 273.71, "end": 279.89, "text": " All the time remember, we have to look for the goals of these partners and we have to examine our own goals.", "tokens": [1057, 264, 565, 1604, 11, 321, 362, 281, 574, 337, 264, 5493, 295, 613, 4462, 293, 321, 362, 281, 17496, 527, 1065, 5493, 13], "avg_logprob": -0.14585937023162843, "compression_ratio": 1.2674418604651163, "no_speech_prob": 0.0, "words": [{"start": 273.71, "end": 274.05, "word": " All", "probability": 0.7900390625}, {"start": 274.05, "end": 274.23, "word": " the", "probability": 0.921875}, {"start": 274.23, "end": 274.47, "word": " time", "probability": 0.892578125}, {"start": 274.47, "end": 274.91, "word": " remember,", "probability": 0.59716796875}, {"start": 275.65, "end": 275.85, "word": " we", "probability": 0.88916015625}, {"start": 275.85, "end": 276.05, "word": " have", "probability": 0.93994140625}, {"start": 276.05, "end": 276.21, "word": " 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But if one of these considerations, its answer is no, then I have to reconsider this offer. We do not want to say to reject, we would like to say to reconsider. We would like to think about it in a very deeper way. Okay, any question or comments about this? Okay, let's go to the second. 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The third kind of enhancement, we call it building trust. Building trust means, me as a sales agency, I have to walk the talk. What's the meaning of I have to walk the talk? 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So these are the three strategies or tools by which we can enhance or improve or reinforce our relationship with our own customers or accounts. Now, the question which we should ask ourselves now is the following. If we are going to ask you before that another question, how many types of relationships, sales relationships, do we have with customers? Three types. 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Excellent Haneen. So we are talking about three types of sales relationship. Transactional which means traditional. Second one consultative. The final one enterprise relationship. The enterprise relationship, look at here.", "tokens": [16723, 13, 16723, 389, 1929, 268, 13, 407, 321, 366, 1417, 466, 1045, 3467, 295, 5763, 2480, 13, 6531, 578, 1966, 597, 1355, 5164, 13, 5736, 472, 7189, 1166, 13, 440, 2572, 472, 14132, 2480, 13, 440, 14132, 2480, 11, 574, 412, 510, 13], "avg_logprob": -0.3086805635028415, "compression_ratio": 1.6027397260273972, "no_speech_prob": 0.0, "words": [{"start": 522.9200000000001, "end": 523.6, "word": " Excellent.", "probability": 0.7392578125}, {"start": 524.22, "end": 524.74, "word": " Excellent", "probability": 0.78515625}, {"start": 524.74, "end": 525.08, "word": " Haneen.", "probability": 0.708740234375}, {"start": 525.48, "end": 525.6, "word": " So", "probability": 0.81884765625}, {"start": 525.6, "end": 525.74, "word": " we", "probability": 0.67822265625}, {"start": 525.74, "end": 525.84, "word": " are", "probability": 0.87939453125}, {"start": 525.84, "end": 526.12, "word": " talking", "probability": 0.84033203125}, {"start": 526.12, "end": 526.38, "word": " about", "probability": 0.9111328125}, {"start": 526.38, "end": 526.66, "word": " three", "probability": 0.67822265625}, {"start": 526.66, "end": 527.18, "word": " types", "probability": 0.81201171875}, {"start": 527.18, "end": 527.4, "word": " of", "probability": 0.96630859375}, {"start": 527.4, "end": 527.62, "word": " sales", "probability": 0.90771484375}, {"start": 527.62, "end": 528.2, "word": " relationship.", "probability": 0.55908203125}, {"start": 529.0, "end": 529.68, "word": " Transactional", "probability": 0.8841145833333334}, {"start": 529.68, "end": 529.92, "word": " which", "probability": 0.5615234375}, {"start": 529.92, "end": 530.16, "word": " means", "probability": 0.92333984375}, {"start": 530.16, "end": 530.68, "word": " traditional.", "probability": 0.83740234375}, {"start": 531.58, "end": 532.02, "word": " Second", "probability": 0.75439453125}, {"start": 532.02, "end": 532.28, "word": " one", "probability": 0.919921875}, {"start": 532.28, "end": 533.06, "word": " consultative.", "probability": 0.7213134765625}, {"start": 533.44, "end": 533.66, "word": " The", "probability": 0.67333984375}, {"start": 533.66, "end": 533.98, "word": " final", "probability": 0.912109375}, {"start": 533.98, "end": 534.3, "word": " one", "probability": 0.92578125}, {"start": 534.3, "end": 534.72, "word": " enterprise", "probability": 0.59521484375}, {"start": 534.72, "end": 535.46, "word": " relationship.", "probability": 0.87841796875}, {"start": 536.88, "end": 537.08, "word": " The", "probability": 0.85107421875}, {"start": 537.08, "end": 537.52, "word": " enterprise", "probability": 0.8916015625}, {"start": 537.52, "end": 538.4, "word": " relationship,", "probability": 0.90283203125}, {"start": 538.7, "end": 538.9, "word": " look", "probability": 0.95068359375}, {"start": 538.9, "end": 539.04, "word": " at", "probability": 0.95068359375}, {"start": 539.04, "end": 539.26, "word": " here.", "probability": 0.830078125}], "temperature": 1.0}, {"id": 22, "seek": 56659, "start": 540.91, "end": 566.59, "text": " This is the enterprise relationship which is built on partnership. We will talk about this in a very detailed way after a while. Now, each kind, each type of sales relationship, they are interpreting this kind of tools of enhancements in different ways or in different ways. Let's examine this thing. So if you are going to look at the board, we are going to look at here.", "tokens": [639, 307, 264, 14132, 2480, 597, 307, 3094, 322, 9982, 13, 492, 486, 751, 466, 341, 294, 257, 588, 9942, 636, 934, 257, 1339, 13, 823, 11, 1184, 733, 11, 1184, 2010, 295, 5763, 2480, 11, 436, 366, 37395, 341, 733, 295, 3873, 295, 11985, 1117, 294, 819, 2098, 420, 294, 819, 2098, 13, 961, 311, 17496, 341, 551, 13, 407, 498, 291, 366, 516, 281, 574, 412, 264, 3150, 11, 321, 366, 516, 281, 574, 412, 510, 13], "avg_logprob": -0.16748046595603228, "compression_ratio": 1.6954545454545455, "no_speech_prob": 0.0, "words": [{"start": 540.91, "end": 541.25, "word": " This", "probability": 0.72021484375}, {"start": 541.25, "end": 541.43, "word": " is", "probability": 0.9404296875}, {"start": 541.43, "end": 541.59, "word": " the", "probability": 0.826171875}, {"start": 541.59, "end": 541.99, "word": " enterprise", "probability": 0.7861328125}, {"start": 541.99, "end": 542.49, "word": " relationship", 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If we are going to look at the vertical line, we are trying to evaluate the three tools of enhancement of relationships, beginning from creating value and concluding by building trust. Now, each type of relationship, they are interpreting this kind of enhancement differently.", "tokens": [682, 264, 12750, 1622, 11, 321, 366, 22161, 264, 1045, 3467, 295, 5763, 6159, 11, 2863, 490, 46688, 1966, 11, 7189, 1166, 293, 14132, 13, 759, 321, 366, 516, 281, 574, 412, 264, 9429, 1622, 11, 321, 366, 1382, 281, 13059, 264, 1045, 3873, 295, 40776, 295, 6159, 11, 2863, 490, 4084, 2158, 293, 9312, 278, 538, 2390, 3361, 13, 823, 11, 1184, 2010, 295, 2480, 11, 436, 366, 37395, 341, 733, 295, 40776, 7614, 13], "avg_logprob": -0.18120941558441558, "compression_ratio": 1.8949771689497716, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 567.34, "end": 567.6, "word": " In", "probability": 0.34521484375}, {"start": 567.6, "end": 567.7, "word": " the", "probability": 0.87060546875}, {"start": 567.7, "end": 568.04, "word": " horizontal", "probability": 0.85400390625}, {"start": 568.04, "end": 569.64, "word": " line,", "probability": 0.9169921875}, {"start": 569.72, "end": 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Let's begin with the first enhancement, creating value. A transaction and sales relationship, they are saying, creating value means a good product that can be conveniently purchased. In other words, they are saying, if we would like to create value for our product, this means our product must be sold to the customer in a convenient way. 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For sure it is going to be influenced negatively. Why? Its work is dependent on our own work. 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The second enhancement is meeting expectation. The people who are working according to the traditional transactional relationship, they are saying buyer has a clear set of expectation as to the conduct of the relationship. 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In other words, we can gain the trust of our customers if we are able to enable them to keep the status of being competitive in the market.", "tokens": [583, 264, 14132, 2480, 436, 366, 1566, 11, 257, 31909, 486, 360, 1203, 1944, 281, 3488, 264, 24645, 311, 10043, 5002, 13, 682, 661, 2283, 11, 321, 393, 6052, 264, 3361, 295, 527, 4581, 498, 321, 366, 1075, 281, 9528, 552, 281, 1066, 264, 6558, 295, 885, 10043, 294, 264, 2142, 13], "avg_logprob": -0.17364387242299206, "compression_ratio": 1.5363128491620113, "no_speech_prob": 0.0, "words": [{"start": 916.28, "end": 916.6, "word": " But", "probability": 0.62646484375}, {"start": 916.6, "end": 916.76, "word": " the", "probability": 0.658203125}, {"start": 916.76, "end": 917.1, "word": " enterprise", "probability": 0.724609375}, {"start": 917.1, "end": 917.78, "word": " relationship", "probability": 0.6884765625}, {"start": 917.78, "end": 917.98, "word": " they", "probability": 0.6552734375}, {"start": 917.98, "end": 918.1, "word": " are", "probability": 0.87646484375}, {"start": 918.1, "end": 918.5, "word": " saying,", "probability": 0.904296875}, {"start": 918.96, "end": 919.2, "word": " a", "probability": 0.78076171875}, {"start": 919.2, "end": 919.66, "word": " supplier", "probability": 0.8984375}, {"start": 919.66, "end": 920.02, "word": " will", "probability": 0.87744140625}, {"start": 920.02, "end": 920.22, "word": " do", "probability": 0.95556640625}, {"start": 920.22, "end": 920.68, "word": " everything", "probability": 0.9130859375}, {"start": 920.68, "end": 921.18, "word": " possible", "probability": 0.943359375}, {"start": 921.18, "end": 921.62, "word": " to", "probability": 0.91748046875}, {"start": 921.62, "end": 922.0, "word": " increase", "probability": 0.82666015625}, {"start": 922.0, "end": 922.2, "word": " the", "probability": 0.89404296875}, {"start": 922.2, "end": 922.86, "word": " buyer's", "probability": 0.6885986328125}, {"start": 922.86, "end": 923.34, "word": " competitive", "probability": 0.95849609375}, {"start": 923.34, "end": 924.28, "word": " advantage.", "probability": 0.8681640625}, {"start": 925.28, "end": 925.52, "word": " In", "probability": 0.91162109375}, {"start": 925.52, "end": 925.76, "word": " other", "probability": 0.892578125}, {"start": 925.76, "end": 926.22, "word": " words,", "probability": 0.87109375}, {"start": 927.34, "end": 927.56, "word": " we", "probability": 0.93505859375}, {"start": 927.56, "end": 928.06, "word": " can", "probability": 0.9326171875}, {"start": 928.06, "end": 929.14, "word": " gain", "probability": 0.9384765625}, {"start": 929.14, "end": 929.38, "word": " the", "probability": 0.91357421875}, {"start": 929.38, "end": 929.74, "word": " trust", "probability": 0.95458984375}, {"start": 929.74, "end": 930.0, "word": " of", "probability": 0.9677734375}, {"start": 930.0, "end": 930.3, "word": " our", "probability": 0.88134765625}, {"start": 930.3, "end": 930.84, "word": " customers", "probability": 0.426025390625}, {"start": 930.84, "end": 931.62, "word": " if", "probability": 0.89599609375}, {"start": 931.62, "end": 931.82, "word": " we", "probability": 0.9541015625}, {"start": 931.82, "end": 932.06, "word": " are", "probability": 0.86376953125}, {"start": 932.06, "end": 932.76, "word": " able", "probability": 0.68994140625}, {"start": 932.76, "end": 934.34, "word": " to", "probability": 0.8046875}, {"start": 934.34, "end": 934.8, "word": " enable", "probability": 0.9501953125}, {"start": 934.8, "end": 935.18, "word": " them", "probability": 0.896484375}, {"start": 935.18, "end": 936.02, "word": " to", "probability": 0.9501953125}, {"start": 936.02, "end": 936.48, "word": " keep", "probability": 0.90380859375}, {"start": 936.48, "end": 936.78, "word": " the", "probability": 0.72021484375}, {"start": 936.78, "end": 937.36, "word": " status", "probability": 0.9580078125}, {"start": 937.36, "end": 937.66, "word": " of", "probability": 0.9658203125}, {"start": 937.66, "end": 937.94, "word": " being", "probability": 0.9541015625}, {"start": 937.94, "end": 938.48, "word": " competitive", "probability": 0.95751953125}, {"start": 938.48, "end": 938.74, "word": " in", "probability": 0.9189453125}, {"start": 938.74, "end": 938.9, "word": " the", "probability": 0.91064453125}, {"start": 938.9, "end": 939.16, "word": " market.", "probability": 0.8662109375}], "temperature": 1.0}, {"id": 37, "seek": 96800, "start": 940.12, "end": 968.0, "text": " This means what? This means we are looking at the customer as a partner and the partner here might be an organization. This organization cannot function its work or do its own business without returning back to us. Why? Because we are providing them with strategic vital products or services. Clear? It isn't clear enough. Let's give a tangible example. Look at her.", "tokens": [639, 1355, 437, 30, 639, 1355, 321, 366, 1237, 412, 264, 5474, 382, 257, 4975, 293, 264, 4975, 510, 1062, 312, 364, 4475, 13, 639, 4475, 2644, 2445, 1080, 589, 420, 360, 1080, 1065, 1606, 1553, 12678, 646, 281, 505, 13, 1545, 30, 1436, 321, 366, 6530, 552, 365, 10924, 11707, 3383, 420, 3328, 13, 14993, 30, 467, 1943, 380, 1850, 1547, 13, 961, 311, 976, 257, 27094, 1365, 13, 2053, 412, 720, 13], "avg_logprob": -0.15822916746139526, "compression_ratio": 1.6026200873362446, "no_speech_prob": 0.0, "words": [{"start": 940.12, "end": 940.5, "word": " This", "probability": 0.45703125}, {"start": 940.5, "end": 940.8, "word": " means", "probability": 0.9287109375}, {"start": 940.8, "end": 941.16, "word": " what?", "probability": 0.63427734375}, {"start": 941.66, "end": 942.16, "word": " This", "probability": 0.76953125}, {"start": 942.16, "end": 942.48, "word": " means", "probability": 0.94140625}, {"start": 942.48, "end": 942.64, "word": " we", "probability": 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The buyer here is our university, IUG. In the first example, we are going to look, IUG is in a bad need, for example, for 100 or 1500 wooden seats. Exactly. Let's ask ourselves this question.", "tokens": [11739, 321, 366, 516, 281, 751, 466, 264, 24645, 294, 264, 700, 732, 5110, 13, 440, 24645, 510, 307, 527, 5454, 11, 44218, 38, 13, 682, 264, 700, 1365, 11, 321, 366, 516, 281, 574, 11, 44218, 38, 307, 294, 257, 1578, 643, 11, 337, 1365, 11, 337, 2319, 420, 22671, 14744, 11069, 13, 7587, 13, 961, 311, 1029, 4175, 341, 1168, 13], "avg_logprob": -0.20263672317378223, "compression_ratio": 1.4915254237288136, "no_speech_prob": 0.0, "words": [{"start": 969.55, "end": 970.07, "word": " Imagine", "probability": 0.73681640625}, {"start": 970.07, "end": 970.27, "word": " we", "probability": 0.83935546875}, {"start": 970.27, "end": 970.41, "word": " are", "probability": 0.86572265625}, {"start": 970.41, "end": 970.63, "word": " going", "probability": 0.9326171875}, {"start": 970.63, "end": 970.77, "word": " to", "probability": 0.96923828125}, {"start": 970.77, "end": 970.91, "word": " talk", "probability": 0.8994140625}, {"start": 970.91, "end": 971.17, "word": " about", "probability": 0.9052734375}, {"start": 971.17, "end": 971.35, "word": " the", "probability": 0.76513671875}, {"start": 971.35, "end": 971.59, "word": " buyer", "probability": 0.8369140625}, {"start": 971.59, "end": 972.17, "word": " in", "probability": 0.84228515625}, {"start": 972.17, "end": 972.33, "word": " the", "probability": 0.91357421875}, {"start": 972.33, "end": 972.73, "word": " first", "probability": 0.8837890625}, {"start": 972.73, "end": 973.05, "word": " two", "probability": 0.85498046875}, {"start": 973.05, "end": 973.59, "word": " examples.", "probability": 0.79833984375}, {"start": 974.17, "end": 974.31, "word": " The", "probability": 0.703125}, {"start": 974.31, "end": 974.57, "word": " buyer", "probability": 0.8779296875}, {"start": 974.57, "end": 974.91, "word": " here", "probability": 0.8095703125}, {"start": 974.91, "end": 975.35, "word": " is", "probability": 0.93994140625}, {"start": 975.35, "end": 975.83, "word": " our", "probability": 0.8701171875}, {"start": 975.83, "end": 976.43, "word": " university,", "probability": 0.78857421875}, {"start": 977.37, "end": 977.83, "word": " IUG.", "probability": 0.788818359375}, {"start": 979.91, "end": 980.55, "word": " In", "probability": 0.92724609375}, {"start": 980.55, "end": 980.69, "word": " the", "probability": 0.9111328125}, {"start": 980.69, "end": 980.95, "word": " first", "probability": 0.8876953125}, {"start": 980.95, "end": 981.41, "word": " example,", "probability": 0.9736328125}, {"start": 981.55, "end": 981.63, "word": " we", "probability": 0.9423828125}, {"start": 981.63, "end": 981.77, "word": " are", "probability": 0.916015625}, {"start": 981.77, "end": 981.99, "word": " going", "probability": 0.94189453125}, {"start": 981.99, "end": 982.15, "word": " to", "probability": 0.9716796875}, {"start": 982.15, "end": 982.41, "word": " look,", "probability": 0.95703125}, {"start": 983.19, "end": 983.85, "word": " IUG", "probability": 0.847412109375}, {"start": 983.85, "end": 984.33, "word": " is", "probability": 0.94384765625}, {"start": 984.33, "end": 984.47, "word": " in", "probability": 0.9482421875}, {"start": 984.47, "end": 984.61, "word": " a", "probability": 0.939453125}, {"start": 984.61, "end": 984.83, "word": " bad", "probability": 0.94384765625}, {"start": 984.83, "end": 985.07, "word": " need,", "probability": 0.9365234375}, {"start": 985.17, "end": 985.23, "word": " for", "probability": 0.953125}, {"start": 985.23, "end": 985.61, "word": " example,", "probability": 0.97216796875}, {"start": 985.79, "end": 986.07, "word": " for", "probability": 0.8115234375}, {"start": 986.07, "end": 986.71, "word": " 100", "probability": 0.58251953125}, {"start": 986.71, "end": 987.59, "word": " or", "probability": 0.9072265625}, {"start": 987.59, "end": 988.37, "word": " 1500", "probability": 0.615234375}, {"start": 988.37, "end": 989.71, "word": " wooden", "probability": 0.76611328125}, {"start": 989.71, "end": 990.11, "word": " seats.", "probability": 0.865234375}, {"start": 994.31, "end": 994.95, "word": " Exactly.", "probability": 0.451904296875}, {"start": 997.29, "end": 997.61, "word": " Let's", "probability": 0.931396484375}, {"start": 997.61, "end": 997.87, "word": " ask", "probability": 0.91259765625}, {"start": 997.87, "end": 998.31, "word": " ourselves", "probability": 0.6630859375}, {"start": 998.31, "end": 998.53, "word": " this", "probability": 0.9404296875}, {"start": 998.53, "end": 998.95, "word": " question.", "probability": 0.91845703125}], "temperature": 1.0}, {"id": 39, "seek": 102944, "start": 1000.34, "end": 1029.44, "text": " Buyer, the IOG, are they going to have a creating value from these wooden seats? Of course. Without these wooden seats, we cannot conduct our education process. This is important. It's very important. Second, we are going to find the manufacturer here. The manufacturer is going to be the supplier. 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In addition, the manufacturer will inform the AUG, who is the buyer, where and when they are going to deliver the shipment, the exact day, the exact day and exact time and everything in a very clear way.", "tokens": [437, 366, 264, 8936, 5319, 597, 366, 1143, 13, 682, 4500, 11, 264, 18022, 486, 1356, 264, 7171, 38, 11, 567, 307, 264, 24645, 11, 689, 293, 562, 436, 366, 516, 281, 4239, 264, 49991, 11, 264, 1900, 786, 11, 264, 1900, 786, 293, 1900, 565, 293, 1203, 294, 257, 588, 1850, 636, 13], "avg_logprob": -0.1612215903672305, "compression_ratio": 1.5534591194968554, "no_speech_prob": 0.0, "words": [{"start": 1030.44, "end": 1030.76, "word": " what", "probability": 0.437255859375}, {"start": 1030.76, "end": 1030.98, "word": " are", "probability": 0.93212890625}, {"start": 1030.98, "end": 1031.1, "word": " the", "probability": 0.89794921875}, {"start": 1031.1, "end": 1031.2, "word": " raw", "probability": 0.908203125}, {"start": 1031.2, "end": 1031.6, "word": " materials", "probability": 0.7919921875}, {"start": 1031.6, "end": 1031.82, "word": " which", "probability": 0.8349609375}, {"start": 1031.82, "end": 1031.96, "word": " are", "probability": 0.93310546875}, {"start": 1031.96, "end": 1032.26, "word": " used.", "probability": 0.921875}, {"start": 1032.98, "end": 1033.14, "word": " In", "probability": 0.89794921875}, {"start": 1033.14, "end": 1033.6, "word": " addition,", "probability": 0.94482421875}, {"start": 1034.54, "end": 1034.66, "word": " the", "probability": 0.896484375}, {"start": 1034.66, "end": 1035.18, "word": " manufacturer", "probability": 0.8203125}, {"start": 1035.18, "end": 1035.56, "word": " will", "probability": 0.88818359375}, {"start": 1035.56, "end": 1036.02, "word": " inform", "probability": 0.861328125}, {"start": 1036.02, "end": 1036.22, "word": " the", "probability": 0.927734375}, {"start": 1036.22, "end": 1036.7, "word": " AUG,", "probability": 0.7281494140625}, {"start": 1037.46, "end": 1037.6, "word": " who", "probability": 0.9052734375}, {"start": 1037.6, "end": 1037.76, "word": " is", "probability": 0.94580078125}, {"start": 1037.76, "end": 1037.92, "word": " the", "probability": 0.921875}, {"start": 1037.92, "end": 1038.2, "word": " buyer,", "probability": 0.94287109375}, {"start": 1039.06, "end": 1039.5, "word": " where", "probability": 0.9482421875}, {"start": 1039.5, "end": 1039.78, "word": " and", "probability": 0.94091796875}, {"start": 1039.78, "end": 1040.06, "word": " when", "probability": 0.9462890625}, {"start": 1040.06, "end": 1040.24, "word": " they", "probability": 0.88232421875}, {"start": 1040.24, "end": 1040.4, "word": " are", "probability": 0.9033203125}, {"start": 1040.4, "end": 1040.7, "word": " going", "probability": 0.94677734375}, {"start": 1040.7, "end": 1040.9, "word": " to", "probability": 0.9697265625}, {"start": 1040.9, "end": 1041.26, "word": " deliver", "probability": 0.93017578125}, {"start": 1041.26, "end": 1041.48, "word": " the", "probability": 0.9140625}, {"start": 1041.48, "end": 1041.82, "word": " shipment,", "probability": 0.99169921875}, {"start": 1042.62, "end": 1042.78, "word": " the", "probability": 0.9169921875}, {"start": 1042.78, "end": 1043.2, "word": " exact", "probability": 0.92919921875}, {"start": 1043.2, "end": 1043.66, "word": " day,", "probability": 0.8974609375}, {"start": 1044.1, "end": 1044.22, "word": " the", "probability": 0.7744140625}, {"start": 1044.22, "end": 1044.6, "word": " exact", "probability": 0.95458984375}, {"start": 1044.6, "end": 1045.1, "word": " day", "probability": 0.91552734375}, {"start": 1045.1, "end": 1045.74, "word": " and", "probability": 0.5888671875}, {"start": 1045.74, "end": 1046.16, "word": " exact", "probability": 0.740234375}, {"start": 1046.16, "end": 1046.7, "word": " time", "probability": 0.8984375}, {"start": 1046.7, "end": 1047.18, "word": " and", "probability": 0.6826171875}, {"start": 1047.18, "end": 1047.7, "word": " everything", "probability": 0.9228515625}, {"start": 1047.7, "end": 1047.96, "word": " in", "probability": 0.93212890625}, {"start": 1047.96, "end": 1048.04, "word": " a", "probability": 0.994140625}, {"start": 1048.04, "end": 1048.2, "word": " very", "probability": 0.82958984375}, {"start": 1048.2, "end": 1048.38, "word": " clear", "probability": 0.916015625}, {"start": 1048.38, "end": 1048.62, "word": " way.", "probability": 0.95458984375}], "temperature": 1.0}, {"id": 41, "seek": 107506, "start": 1049.4, "end": 1075.06, "text": " Later on, if this manufacturer provided the AUG with this 1500 wooden seats, this means he was able to create a trust. Now, this kind of relationship is considered to be transactional or traditional. Why? Various reasons. Number one, we are talking about a product which is considered to be traditional.", "tokens": [11965, 322, 11, 498, 341, 18022, 5649, 264, 7171, 38, 365, 341, 22671, 14744, 11069, 11, 341, 1355, 415, 390, 1075, 281, 1884, 257, 3361, 13, 823, 11, 341, 733, 295, 2480, 307, 4888, 281, 312, 46688, 1966, 420, 5164, 13, 1545, 30, 14662, 851, 4112, 13, 5118, 472, 11, 321, 366, 1417, 466, 257, 1674, 597, 307, 4888, 281, 312, 5164, 13], "avg_logprob": -0.1864013602025807, "compression_ratio": 1.5510204081632653, "no_speech_prob": 0.0, "words": [{"start": 1049.4, "end": 1049.8, "word": " Later", "probability": 0.73583984375}, {"start": 1049.8, "end": 1050.08, "word": " on,", "probability": 0.927734375}, {"start": 1050.14, "end": 1050.26, "word": " if", "probability": 0.9140625}, {"start": 1050.26, "end": 1050.52, "word": " this", "probability": 0.91455078125}, {"start": 1050.52, "end": 1051.12, "word": " manufacturer", "probability": 0.7451171875}, {"start": 1051.12, "end": 1052.4, "word": " provided", "probability": 0.9033203125}, {"start": 1052.4, "end": 1052.64, "word": " the", "probability": 0.896484375}, {"start": 1052.64, "end": 1053.1, "word": " AUG", "probability": 0.72998046875}, {"start": 1053.1, "end": 1054.24, "word": " with", "probability": 0.900390625}, {"start": 1054.24, "end": 1054.58, "word": " this", "probability": 0.418701171875}, {"start": 1054.58, "end": 1055.66, "word": " 1500", "probability": 0.8828125}, {"start": 1055.66, "end": 1056.72, "word": " wooden", "probability": 0.8486328125}, {"start": 1056.72, "end": 1057.12, "word": " seats,", "probability": 0.8935546875}, {"start": 1057.52, "end": 1057.8, "word": " this", "probability": 0.90478515625}, {"start": 1057.8, "end": 1058.12, "word": " means", "probability": 0.939453125}, {"start": 1058.12, "end": 1058.56, "word": " he", "probability": 0.8974609375}, {"start": 1058.56, "end": 1059.56, "word": " was", "probability": 0.92578125}, {"start": 1059.56, "end": 1059.98, "word": " able", "probability": 0.955078125}, {"start": 1059.98, "end": 1060.22, "word": " to", "probability": 0.9697265625}, {"start": 1060.22, "end": 1060.48, "word": " create", "probability": 0.8994140625}, {"start": 1060.48, "end": 1060.68, "word": " a", "probability": 0.92626953125}, {"start": 1060.68, "end": 1060.98, "word": " trust.", "probability": 0.9326171875}, {"start": 1062.08, "end": 1062.42, "word": " Now,", "probability": 0.916015625}, {"start": 1063.1, "end": 1063.44, "word": " this", "probability": 0.92724609375}, {"start": 1063.44, "end": 1063.76, "word": " kind", "probability": 0.8759765625}, {"start": 1063.76, "end": 1063.88, "word": " of", "probability": 0.96875}, {"start": 1063.88, "end": 1064.4, "word": " relationship", "probability": 0.8564453125}, {"start": 1064.4, "end": 1065.64, "word": " is", "probability": 0.432861328125}, {"start": 1065.64, "end": 1066.08, "word": " considered", "probability": 0.8369140625}, {"start": 1066.08, "end": 1066.24, "word": " to", "probability": 0.8828125}, {"start": 1066.24, "end": 1066.38, "word": " be", "probability": 0.9619140625}, {"start": 1066.38, "end": 1067.08, "word": " transactional", "probability": 0.939697265625}, {"start": 1067.08, "end": 1067.24, "word": " or", "probability": 0.908203125}, {"start": 1067.24, "end": 1067.62, "word": " traditional.", "probability": 0.81884765625}, {"start": 1068.28, "end": 1068.66, "word": " Why?", "probability": 0.87109375}, {"start": 1068.8, "end": 1069.14, "word": " Various", "probability": 0.867431640625}, {"start": 1069.14, "end": 1069.52, "word": " reasons.", "probability": 0.91259765625}, {"start": 1070.42, "end": 1070.7, "word": " Number", "probability": 0.69775390625}, {"start": 1070.7, "end": 1071.02, "word": " one,", "probability": 0.716796875}, {"start": 1071.36, "end": 1071.54, "word": " we", "probability": 0.9423828125}, {"start": 1071.54, "end": 1071.66, "word": " are", "probability": 0.8896484375}, {"start": 1071.66, "end": 1071.98, "word": " talking", "probability": 0.83984375}, {"start": 1071.98, "end": 1072.24, "word": " about", "probability": 0.9013671875}, {"start": 1072.24, "end": 1072.36, "word": " a", "probability": 0.95458984375}, {"start": 1072.36, "end": 1072.72, "word": " product", "probability": 0.90771484375}, {"start": 1072.72, "end": 1073.02, "word": " which", "probability": 0.87646484375}, {"start": 1073.02, "end": 1073.18, "word": " is", "probability": 0.939453125}, {"start": 1073.18, "end": 1073.5, "word": " considered", "probability": 0.8310546875}, {"start": 1073.5, "end": 1073.68, "word": " to", "probability": 0.96826171875}, {"start": 1073.68, "end": 1074.0, "word": " be", "probability": 0.951171875}, {"start": 1074.0, "end": 1075.06, "word": " traditional.", "probability": 0.2403564453125}], "temperature": 1.0}, {"id": 42, "seek": 110808, "start": 1078.83, "end": 1108.09, "text": " Can this product supply to us by more than one manufacturer? Of course. A second reason, we said this example is based or founded on traditional relationship because it isn't going to happen only according to one word, which is demand. If the buyer now demanded a kind of a product or service, this buyer will speak up and request it.", "tokens": [1664, 341, 1674, 5847, 281, 505, 538, 544, 813, 472, 18022, 30, 2720, 1164, 13, 316, 1150, 1778, 11, 321, 848, 341, 1365, 307, 2361, 420, 13234, 322, 5164, 2480, 570, 309, 1943, 380, 516, 281, 1051, 787, 4650, 281, 472, 1349, 11, 597, 307, 4733, 13, 759, 264, 24645, 586, 28276, 257, 733, 295, 257, 1674, 420, 2643, 11, 341, 24645, 486, 1710, 493, 293, 5308, 309, 13], "avg_logprob": -0.177901791036129, "compression_ratio": 1.5296803652968036, "no_speech_prob": 0.0, "words": [{"start": 1078.83, "end": 1079.17, "word": " Can", "probability": 0.8017578125}, {"start": 1079.17, "end": 1079.41, "word": " this", "probability": 0.9140625}, {"start": 1079.41, "end": 1079.79, "word": " product", "probability": 0.90087890625}, {"start": 1079.79, "end": 1080.45, "word": " supply", "probability": 0.521484375}, {"start": 1080.45, "end": 1080.83, "word": " to", "probability": 0.95263671875}, 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At the same time, remember this manufacturer or according to this transactional relationship, this manufacturer isn't going to be rich or poor if the EUG will not contact him or her. Why? Exactly.", "tokens": [583, 498, 264, 24645, 1177, 380, 643, 420, 1177, 380, 362, 341, 4733, 11, 415, 420, 750, 486, 406, 3385, 291, 382, 257, 5763, 7934, 13, 1711, 264, 912, 565, 11, 1604, 341, 18022, 420, 4650, 281, 341, 46688, 1966, 2480, 11, 341, 18022, 1943, 380, 516, 281, 312, 4593, 420, 4716, 498, 264, 10887, 38, 486, 406, 3385, 796, 420, 720, 13, 1545, 30, 7587, 13], "avg_logprob": -0.16613052106078932, "compression_ratio": 1.6020942408376964, "no_speech_prob": 0.0, "words": [{"start": 1109.65, "end": 1109.91, "word": " But", "probability": 0.59130859375}, {"start": 1109.91, "end": 1110.07, "word": " if", "probability": 0.9091796875}, {"start": 1110.07, "end": 1110.23, "word": " the", "probability": 0.884765625}, {"start": 1110.23, "end": 1110.63, "word": " buyer", "probability": 0.916015625}, {"start": 1110.63, "end": 1111.87, "word": " doesn't", "probability": 0.87939453125}, {"start": 1111.87, "end": 1112.25, "word": " need", "probability": 0.8994140625}, {"start": 1112.25, 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So if IOG in this example, the buyer isn't going to contact them, that's fine. We are not going to be influenced. Because of this, we are saying this scenario is a transactional relationship. Now let's go to the consultative relationship. Let's imagine this scenario or this example. The IOG here also is the buyer.", "tokens": [492, 366, 1417, 466, 6779, 293, 754, 5383, 293, 5383, 295, 4581, 13, 407, 498, 286, 45978, 294, 341, 1365, 11, 264, 24645, 1943, 380, 516, 281, 3385, 552, 11, 300, 311, 2489, 13, 492, 366, 406, 516, 281, 312, 15269, 13, 1436, 295, 341, 11, 321, 366, 1566, 341, 9005, 307, 257, 46688, 1966, 2480, 13, 823, 718, 311, 352, 281, 264, 7189, 1166, 2480, 13, 961, 311, 3811, 341, 9005, 420, 341, 1365, 13, 440, 286, 45978, 510, 611, 307, 264, 24645, 13], "avg_logprob": -0.18677326309126477, "compression_ratio": 1.708695652173913, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 1137.63, "end": 1137.91, "word": " We", "probability": 0.63232421875}, {"start": 1137.91, "end": 1138.09, "word": " are", "probability": 0.8310546875}, {"start": 1138.09, "end": 1138.41, "word": " talking", "probability": 0.83740234375}, {"start": 1138.41, "end": 1138.87, "word": " about", "probability": 0.90576171875}, {"start": 1138.87, "end": 1139.31, "word": " 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In the second example, also the IUG is the buyer. They would like, for example, to connect Al Hidan building with something called internet network. While they are trying to provide this building with efficient and effective internet network, they encounter problems and troubles.", "tokens": [639, 307, 264, 700, 1365, 11, 2870, 309, 586, 13, 682, 264, 1150, 1365, 11, 611, 264, 44218, 38, 307, 264, 24645, 13, 814, 576, 411, 11, 337, 1365, 11, 281, 1745, 967, 389, 31675, 2390, 365, 746, 1219, 4705, 3209, 13, 3987, 436, 366, 1382, 281, 2893, 341, 2390, 365, 7148, 293, 4942, 4705, 3209, 11, 436, 8593, 2740, 293, 15379, 13], "avg_logprob": -0.2702636676840484, "compression_ratio": 1.6231155778894473, "no_speech_prob": 0.0, "words": [{"start": 1168.46, "end": 1168.7, "word": " This", "probability": 0.72607421875}, {"start": 1168.7, "end": 1168.8, "word": " is", "probability": 0.935546875}, {"start": 1168.8, "end": 1168.94, "word": " the", "probability": 0.8994140625}, {"start": 1168.94, "end": 1169.14, "word": " first", "probability": 0.88671875}, {"start": 1169.14, "end": 1169.5, "word": " example,", "probability": 0.97265625}, 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The IOG, for example, would like to install efficient and effective internet network in the Heidan building. 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Exactly. Excellent. Now let's focus and give the third example for the enterprise relationship. In the enterprise relationship, for example, if you remember when we gave example about Al Aila Bakery and one of the eggs restaurants in Gaza. Here in the third example, we are talking about the bakery. The bakery is considered to be what? 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Now remember also, somebody is going to say, but restaurants can find a substitute, can find an alternative. You are right, but finding a permanent alternative isn't an easy thing. 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Enterprise relationship. So if one of them is absent from the scene of the transaction, one of them will be injured. 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So these are the three types of the sales relationship and how they are looking at the enhancement tools which are creating value, number two meeting expectation and finally building trust. Any questions or comments about this? Now let's move on. Let's summarize what we have said now by this diagram.", "tokens": [2639, 1651, 420, 3053, 466, 341, 30, 407, 613, 366, 264, 1045, 3467, 295, 264, 5763, 2480, 293, 577, 436, 366, 1237, 412, 264, 40776, 3873, 597, 366, 4084, 2158, 11, 1230, 732, 3440, 14334, 293, 2721, 2390, 3361, 13, 2639, 1651, 420, 3053, 466, 341, 30, 823, 718, 311, 1286, 322, 13, 961, 311, 20858, 437, 321, 362, 848, 586, 538, 341, 10686, 13], "avg_logprob": -0.25686554159178876, "compression_ratio": 1.6585365853658536, "no_speech_prob": 0.0, "words": [{"start": 1511.06, "end": 1511.74, "word": " Any", "probability": 0.472412109375}, {"start": 1511.74, "end": 1512.1, "word": " questions", "probability": 0.5947265625}, {"start": 1512.1, "end": 1512.28, "word": " or", "probability": 0.29296875}, {"start": 1512.28, "end": 1512.56, "word": " comments", "probability": 0.82958984375}, {"start": 1512.56, "end": 1512.86, "word": " about", "probability": 0.8134765625}, {"start": 1512.86, "end": 1513.14, "word": " this?", 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about", "probability": 0.87060546875}, {"start": 1528.56, "end": 1528.86, "word": " this?", "probability": 0.9375}, {"start": 1529.88, "end": 1530.26, "word": " Now", "probability": 0.82763671875}, {"start": 1530.26, "end": 1530.5, "word": " let's", "probability": 0.849365234375}, {"start": 1530.5, "end": 1530.72, "word": " move", "probability": 0.93310546875}, {"start": 1530.72, "end": 1530.9, "word": " on.", "probability": 0.94873046875}, {"start": 1531.62, "end": 1532.3, "word": " Let's", "probability": 0.943115234375}, {"start": 1532.3, "end": 1532.64, "word": " summarize", "probability": 0.68408203125}, {"start": 1532.64, "end": 1533.08, "word": " what", "probability": 0.93603515625}, {"start": 1533.08, "end": 1533.22, "word": " we", "probability": 0.95166015625}, {"start": 1533.22, "end": 1533.38, "word": " have", "probability": 0.90625}, {"start": 1533.38, "end": 1533.64, "word": " said", "probability": 0.931640625}, {"start": 1533.64, "end": 1533.94, "word": " now", "probability": 0.87451171875}, {"start": 1533.94, "end": 1534.28, "word": " by", "probability": 0.93603515625}, {"start": 1534.28, "end": 1534.56, "word": " this", "probability": 0.93505859375}, {"start": 1534.56, "end": 1535.1, "word": " diagram.", "probability": 0.912109375}], "temperature": 1.0}, {"id": 60, "seek": 156658, "start": 1538.94, "end": 1566.58, "text": " diagram and listen here. If you are going to look at this diagram, I would like somebody to interpret this diagram for us. What can you say or comment on it? What can you say or comment on it? Go on, Hanin. So these are what, Hanin?", "tokens": [10686, 293, 2140, 510, 13, 759, 291, 366, 516, 281, 574, 412, 341, 10686, 11, 286, 576, 411, 2618, 281, 7302, 341, 10686, 337, 505, 13, 708, 393, 291, 584, 420, 2871, 322, 309, 30, 708, 393, 291, 584, 420, 2871, 322, 309, 30, 1037, 322, 11, 7820, 259, 13, 407, 613, 366, 437, 11, 7820, 259, 30], "avg_logprob": -0.18922140436657406, "compression_ratio": 1.6293706293706294, "no_speech_prob": 0.0, "words": [{"start": 1538.9400000000003, "end": 1539.3000000000002, "word": " diagram", "probability": 0.280029296875}, {"start": 1539.3000000000002, "end": 1539.66, "word": " and", "probability": 0.359619140625}, {"start": 1539.66, "end": 1539.9, "word": " listen", "probability": 0.908203125}, {"start": 1539.9, "end": 1540.22, "word": " here.", "probability": 0.8232421875}, {"start": 1542.5, "end": 1542.86, "word": " If", "probability": 0.9384765625}, {"start": 1542.86, "end": 1542.96, "word": " you", "probability": 0.955078125}, {"start": 1542.96, "end": 1543.04, "word": " are", "probability": 0.7919921875}, {"start": 1543.04, "end": 1543.22, "word": " going", "probability": 0.94384765625}, {"start": 1543.22, "end": 1543.36, "word": " to", "probability": 0.966796875}, {"start": 1543.36, "end": 1543.5, "word": " look", "probability": 0.96630859375}, {"start": 1543.5, "end": 1543.6, "word": " at", "probability": 0.96728515625}, {"start": 1543.6, "end": 1543.76, "word": " this", "probability": 0.9453125}, {"start": 1543.76, "end": 1544.06, "word": " diagram,", "probability": 0.89013671875}, {"start": 1544.24, "end": 1544.3, "word": " I", "probability": 0.99462890625}, {"start": 1544.3, "end": 1544.42, "word": " would", "probability": 0.93115234375}, {"start": 1544.42, "end": 1544.6, "word": " like", "probability": 0.93310546875}, {"start": 1544.6, "end": 1545.02, "word": " somebody", "probability": 0.8544921875}, {"start": 1545.02, "end": 1545.22, "word": " to", "probability": 0.96484375}, {"start": 1545.22, "end": 1545.6, "word": " interpret", "probability": 0.8896484375}, {"start": 1545.6, "end": 1545.86, "word": " this", "probability": 0.9423828125}, {"start": 1545.86, "end": 1546.14, "word": " diagram", "probability": 0.89306640625}, {"start": 1546.14, "end": 1546.32, "word": " for", "probability": 0.92529296875}, {"start": 1546.32, "end": 1546.52, "word": " us.", "probability": 0.935546875}, {"start": 1546.62, "end": 1546.74, "word": " What", "probability": 0.8857421875}, {"start": 1546.74, "end": 1546.9, "word": " can", "probability": 0.94384765625}, {"start": 1546.9, "end": 1547.02, "word": " you", "probability": 0.96337890625}, {"start": 1547.02, "end": 1547.22, "word": " say", "probability": 0.9287109375}, {"start": 1547.22, "end": 1547.36, "word": " or", "probability": 0.95654296875}, {"start": 1547.36, "end": 1547.66, "word": " comment", "probability": 0.9404296875}, {"start": 1547.66, "end": 1547.8, "word": " on", "probability": 0.9111328125}, {"start": 1547.8, "end": 1548.02, "word": " it?", "probability": 0.9453125}, {"start": 1549.38, "end": 1549.74, "word": " What", "probability": 0.6298828125}, {"start": 1549.74, "end": 1549.98, "word": " can", "probability": 0.94677734375}, {"start": 1549.98, "end": 1550.12, "word": " you", "probability": 0.9658203125}, {"start": 1550.12, "end": 1550.36, "word": " say", "probability": 0.951171875}, {"start": 1550.36, "end": 1550.52, "word": " or", "probability": 0.95947265625}, {"start": 1550.52, "end": 1550.8, "word": " comment", "probability": 0.93359375}, {"start": 1550.8, "end": 1550.92, "word": " on", "probability": 0.82080078125}, {"start": 1550.92, "end": 1551.1, "word": " it?", "probability": 0.94091796875}, {"start": 1551.22, "end": 1551.3, "word": " Go", "probability": 0.88232421875}, {"start": 1551.3, "end": 1551.4, "word": " on,", "probability": 0.849609375}, {"start": 1551.46, "end": 1551.68, "word": " Hanin.", "probability": 0.4957275390625}, {"start": 1554.88, "end": 1555.24, "word": " So", "probability": 0.2403564453125}, {"start": 1555.24, "end": 1565.9, "word": " these", "probability": 0.75244140625}, {"start": 1565.9, "end": 1566.1, "word": " are", "probability": 0.93310546875}, {"start": 1566.1, "end": 1566.26, "word": " what,", "probability": 0.91064453125}, {"start": 1566.34, "end": 1566.58, "word": " Hanin?", "probability": 0.946533203125}], "temperature": 1.0}, {"id": 61, "seek": 159244, "start": 1567.96, "end": 1592.44, "text": " Exactly, these are the stages of purchasing decision beginning from recognition of needs and concluded by implementation and evaluation. But the vertical line it reflects to what? Customer value, this value might be high or might be low or might be medium. Now, how each kind of sales relationship is looking at the customer value according to each stage of purchasing decision?", "tokens": [7587, 11, 613, 366, 264, 10232, 295, 20906, 3537, 2863, 490, 11150, 295, 2203, 293, 22960, 538, 11420, 293, 13344, 13, 583, 264, 9429, 1622, 309, 18926, 281, 437, 30, 37168, 2158, 11, 341, 2158, 1062, 312, 1090, 420, 1062, 312, 2295, 420, 1062, 312, 6399, 13, 823, 11, 577, 1184, 733, 295, 5763, 2480, 307, 1237, 412, 264, 5474, 2158, 4650, 281, 1184, 3233, 295, 20906, 3537, 30], "avg_logprob": -0.19319196045398712, "compression_ratio": 1.7072072072072073, "no_speech_prob": 0.0, "words": [{"start": 1567.96, "end": 1568.56, "word": " Exactly,", "probability": 0.62451171875}, {"start": 1568.74, "end": 1568.96, "word": " these", "probability": 0.82373046875}, {"start": 1568.96, "end": 1569.12, "word": " are", "probability": 0.93896484375}, {"start": 1569.12, "end": 1569.3, "word": " the", "probability": 0.8564453125}, {"start": 1569.3, "end": 1569.64, 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"word": " value,", "probability": 0.8115234375}, {"start": 1579.44, "end": 1579.64, "word": " this", "probability": 0.890625}, {"start": 1579.64, "end": 1579.92, "word": " value", "probability": 0.96630859375}, {"start": 1579.92, "end": 1580.16, "word": " might", "probability": 0.87939453125}, {"start": 1580.16, "end": 1580.32, "word": " be", "probability": 0.9501953125}, {"start": 1580.32, "end": 1580.58, "word": " high", "probability": 0.8974609375}, {"start": 1580.58, "end": 1580.66, "word": " or", "probability": 0.634765625}, {"start": 1580.66, "end": 1580.84, "word": " might", "probability": 0.787109375}, {"start": 1580.84, "end": 1580.98, "word": " be", "probability": 0.9521484375}, {"start": 1580.98, "end": 1581.2, "word": " low", "probability": 0.94189453125}, {"start": 1581.2, "end": 1581.62, "word": " or", "probability": 0.450927734375}, {"start": 1581.62, "end": 1581.9, "word": " might", "probability": 0.8076171875}, {"start": 1581.9, "end": 1582.2, "word": " be", 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How the enterprise relationship is going to look at the customer value? It's very high. Why it's very high? Because we said before a while, we are looking at this customer as? 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Therefore, the customer value is very high. A second thing, look at the line which depicts, portray, show, depict the relationship between the customer and the supplier. This line is permanent, strategic,", "tokens": [1436, 295, 341, 11, 321, 848, 415, 420, 750, 307, 257, 4975, 13, 7504, 11, 264, 5474, 2158, 307, 588, 1090, 13, 316, 1150, 551, 11, 574, 412, 264, 1622, 597, 48949, 11, 15676, 11, 855, 11, 31553, 264, 2480, 1296, 264, 5474, 293, 264, 31909, 13, 639, 1622, 307, 10996, 11, 10924, 11], "avg_logprob": -0.2630681731484153, "compression_ratio": 1.5029585798816567, "no_speech_prob": 0.0, "words": [{"start": 1611.27, "end": 1611.61, "word": " Because", "probability": 0.60791015625}, {"start": 1611.61, "end": 1611.81, "word": " of", "probability": 0.96826171875}, {"start": 1611.81, "end": 1611.97, "word": " this,", "probability": 0.94140625}, {"start": 1612.15, "end": 1612.15, "word": " we", "probability": 0.904296875}, {"start": 1612.15, "end": 1612.51, "word": " said", "probability": 0.87353515625}, {"start": 1612.51, "end": 1613.13, "word": " he", "probability": 0.63818359375}, {"start": 1613.13, "end": 1613.33, "word": " or", "probability": 0.87744140625}, {"start": 1613.33, "end": 1613.51, "word": " she", "probability": 0.92919921875}, {"start": 1613.51, "end": 1613.97, "word": " is", "probability": 0.95458984375}, {"start": 1613.97, "end": 1614.51, "word": " a", "probability": 0.9521484375}, {"start": 1614.51, "end": 1614.89, "word": " partner.", "probability": 0.8857421875}, {"start": 1615.45, "end": 1615.77, "word": " Therefore,", "probability": 0.82421875}, {"start": 1615.99, "end": 1616.09, "word": " the", "probability": 0.90283203125}, {"start": 1616.09, "end": 1616.37, "word": " customer", "probability": 0.751953125}, {"start": 1616.37, "end": 1616.77, "word": " value", "probability": 0.9404296875}, {"start": 1616.77, "end": 1617.19, "word": " is", "probability": 0.955078125}, {"start": 1617.19, "end": 1617.87, "word": " very", "probability": 0.72412109375}, {"start": 1617.87, "end": 1618.19, "word": " high.", "probability": 0.90576171875}, {"start": 1618.81, "end": 1619.03, "word": " A", "probability": 0.83642578125}, {"start": 1619.03, "end": 1619.27, "word": " second", "probability": 0.89990234375}, {"start": 1619.27, "end": 1619.77, "word": " thing,", "probability": 0.89990234375}, {"start": 1620.31, "end": 1620.57, "word": " look", "probability": 0.90234375}, {"start": 1620.57, "end": 1620.81, "word": " at", "probability": 0.96484375}, {"start": 1620.81, "end": 1620.99, "word": " the", "probability": 0.91943359375}, {"start": 1620.99, "end": 1621.35, "word": " line", "probability": 0.8896484375}, {"start": 1621.35, "end": 1621.81, "word": " which", "probability": 0.8427734375}, {"start": 1621.81, "end": 1622.35, "word": " depicts,", "probability": 0.8623046875}, {"start": 1624.19, "end": 1624.19, "word": " portray,", "probability": 0.1815185546875}, {"start": 1627.59, "end": 1627.97, "word": " show,", "probability": 0.35595703125}, {"start": 1628.89, "end": 1629.21, "word": " depict", "probability": 0.7294921875}, {"start": 1629.21, "end": 1631.17, "word": " the", "probability": 0.35888671875}, {"start": 1631.17, "end": 1631.67, "word": " relationship", "probability": 0.875}, {"start": 1631.67, "end": 1632.31, "word": " between", "probability": 0.87744140625}, {"start": 1632.31, "end": 1632.51, "word": " the", "probability": 0.90771484375}, {"start": 1632.51, "end": 1632.83, "word": " customer", "probability": 0.720703125}, {"start": 1632.83, "end": 1633.03, "word": " and", "probability": 0.94775390625}, {"start": 1633.03, "end": 1633.15, "word": " the", "probability": 0.88720703125}, {"start": 1633.15, "end": 1633.49, "word": " supplier.", "probability": 0.9267578125}, {"start": 1634.25, "end": 1634.63, "word": " This", "probability": 0.8837890625}, {"start": 1634.63, "end": 1635.11, "word": " line", "probability": 0.923828125}, {"start": 1635.11, "end": 1635.99, "word": " is", "probability": 0.94384765625}, {"start": 1635.99, "end": 1636.57, "word": " permanent,", "probability": 0.85009765625}, {"start": 1639.99, "end": 1640.47, "word": " strategic,", "probability": 0.9052734375}], "temperature": 1.0}, {"id": 64, "seek": 166336, "start": 1643.1, "end": 1663.36, "text": " and long term relationship. When we are saying permanent, it is continuous, it is strategic, it is long term. Because of this we are talking about extended line rather than interrupted one. Extended line rather than interrupted one.", "tokens": [293, 938, 1433, 2480, 13, 1133, 321, 366, 1566, 10996, 11, 309, 307, 10957, 11, 309, 307, 10924, 11, 309, 307, 938, 1433, 13, 1436, 295, 341, 321, 366, 1417, 466, 10913, 1622, 2831, 813, 30329, 472, 13, 9881, 3502, 1622, 2831, 813, 30329, 472, 13], "avg_logprob": -0.1901595801749128, "compression_ratio": 1.7259259259259259, "no_speech_prob": 0.0, "words": [{"start": 1643.1, "end": 1643.52, "word": " and", "probability": 0.406005859375}, {"start": 1643.52, "end": 1643.72, "word": " long", "probability": 0.8759765625}, {"start": 1643.72, "end": 1644.06, "word": " term", "probability": 0.64208984375}, {"start": 1644.06, "end": 1648.44, "word": " relationship.", "probability": 0.7548828125}, {"start": 1649.9, "end": 1650.22, "word": " When", "probability": 0.8525390625}, {"start": 1650.22, "end": 1650.34, "word": " we", "probability": 0.953125}, {"start": 1650.34, "end": 1650.46, "word": " are", "probability": 0.86328125}, {"start": 1650.46, "end": 1650.82, "word": " saying", "probability": 0.89453125}, {"start": 1650.82, "end": 1651.3, "word": " permanent,", "probability": 0.76806640625}, {"start": 1651.52, "end": 1651.66, "word": " it", "probability": 0.9404296875}, {"start": 1651.66, "end": 1651.78, "word": " is", "probability": 0.92236328125}, {"start": 1651.78, "end": 1652.24, "word": " continuous,", "probability": 0.85546875}, {"start": 1653.1, "end": 1653.16, "word": " it", "probability": 0.90185546875}, {"start": 1653.16, "end": 1653.3, "word": " is", "probability": 0.943359375}, {"start": 1653.3, "end": 1653.78, "word": " strategic,", "probability": 0.48876953125}, {"start": 1654.0, "end": 1654.08, "word": " it", "probability": 0.9111328125}, {"start": 1654.08, "end": 1654.18, "word": " is", "probability": 0.916015625}, {"start": 1654.18, "end": 1654.38, "word": " long", "probability": 0.642578125}, {"start": 1654.38, "end": 1654.64, "word": " term.", "probability": 0.84423828125}, {"start": 1654.74, "end": 1654.98, "word": " Because", "probability": 0.9140625}, {"start": 1654.98, "end": 1655.1, "word": " of", "probability": 0.9619140625}, {"start": 1655.1, "end": 1655.24, "word": " this", "probability": 0.935546875}, {"start": 1655.24, "end": 1655.34, "word": " we", "probability": 0.53173828125}, {"start": 1655.34, "end": 1655.42, "word": " are", "probability": 0.91748046875}, {"start": 1655.42, "end": 1655.66, "word": " talking", "probability": 0.84716796875}, {"start": 1655.66, "end": 1655.98, "word": " about", "probability": 0.890625}, {"start": 1655.98, "end": 1656.38, "word": " extended", "probability": 0.84130859375}, {"start": 1656.38, "end": 1656.74, "word": " line", "probability": 0.86474609375}, {"start": 1656.74, "end": 1658.26, "word": " rather", "probability": 0.79833984375}, {"start": 1658.26, "end": 1658.64, "word": " than", "probability": 0.96044921875}, {"start": 1658.64, "end": 1659.22, "word": " interrupted", "probability": 0.8837890625}, {"start": 1659.22, "end": 1659.54, "word": " one.", "probability": 0.841796875}, {"start": 1660.48, "end": 1661.08, "word": " Extended", "probability": 0.95654296875}, {"start": 1661.08, "end": 1661.4, "word": " line", "probability": 0.931640625}, {"start": 1661.4, "end": 1661.7, "word": " rather", "probability": 0.92431640625}, {"start": 1661.7, "end": 1662.28, "word": " than", "probability": 0.9609375}, {"start": 1662.28, "end": 1663.08, "word": " interrupted", "probability": 0.89990234375}, {"start": 1663.08, "end": 1663.36, "word": " one.", "probability": 0.9169921875}], "temperature": 1.0}, {"id": 65, "seek": 169251, "start": 1663.97, "end": 1692.51, "text": " If you are going to look at the customer value according to the consultative relationship, this customer value has a medium value. Medium. And the relationship here is depicted by interrupted lines. Because of this, we are saying it is interrupted. It means what? 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And Allah in the word semi. Semi means almost, but isn't complete. Exactly. 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Here we are referring to the points rather than interrupted lines. Okay? 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Because of this, we are saying the majority of salespeople estimates of expected performance levels are not very accurate with a margin error of 50%. This means the majority of salespeople they are suffering from this area. They cannot conclude or draw concrete solid estimation. Why? For various reasons. 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Any questions? Any comments? Now let's go on regarding this Your performance of sales will increase if your estimation was accurate and vice versa if your accuracy of your estimation is down your performance of sales will be down as well", "tokens": [2639, 1651, 30, 2639, 3053, 30, 823, 718, 311, 352, 322, 8595, 341, 2260, 3389, 295, 5763, 486, 3488, 498, 428, 35701, 390, 8559, 293, 11964, 25650, 498, 428, 14170, 295, 428, 35701, 307, 760, 428, 3389, 295, 5763, 486, 312, 760, 382, 731], "avg_logprob": -0.3156249867545234, "compression_ratio": 1.6527777777777777, "no_speech_prob": 0.0, "words": [{"start": 1925.26, "end": 1926.04, "word": " Any", "probability": 0.2213134765625}, {"start": 1926.04, "end": 1926.42, "word": " questions?", "probability": 0.55078125}, {"start": 1926.62, "end": 1926.62, "word": " Any", "probability": 0.76220703125}, {"start": 1926.62, "end": 1927.04, "word": " comments?", "probability": 0.81591796875}, {"start": 1928.02, "end": 1928.28, "word": " Now", "probability": 0.71875}, {"start": 1928.28, "end": 1928.52, "word": " let's", "probability": 0.681884765625}, {"start": 1928.52, "end": 1928.68, "word": " go", "probability": 0.9306640625}, {"start": 1928.68, "end": 1928.86, "word": " on", "probability": 0.92333984375}, {"start": 1928.86, "end": 1930.0, "word": " regarding", "probability": 0.263671875}, {"start": 1930.0, "end": 1930.56, "word": " this", "probability": 0.87744140625}, {"start": 1930.56, "end": 1931.58, "word": " Your", "probability": 0.253662109375}, {"start": 1931.58, "end": 1932.2, "word": " performance", "probability": 0.80810546875}, {"start": 1932.2, "end": 1932.48, "word": " of", "probability": 0.96875}, {"start": 1932.48, "end": 1932.78, "word": " sales", "probability": 0.93212890625}, {"start": 1932.78, "end": 1933.06, "word": " will", "probability": 0.83544921875}, {"start": 1933.06, "end": 1933.72, "word": " increase", "probability": 0.880859375}, {"start": 1933.72, "end": 1934.64, "word": " if", "probability": 0.91259765625}, {"start": 1934.64, "end": 1934.84, "word": " your", "probability": 0.8828125}, {"start": 1934.84, "end": 1935.44, "word": " estimation", "probability": 0.89990234375}, {"start": 1935.44, "end": 1937.16, "word": " was", "probability": 0.8349609375}, {"start": 1937.16, "end": 1937.82, "word": " accurate", "probability": 0.8359375}, {"start": 1937.82, "end": 1939.18, "word": " and", "probability": 0.62744140625}, {"start": 1939.18, "end": 1939.54, "word": " vice", "probability": 0.76220703125}, {"start": 1939.54, "end": 1939.9, "word": " versa", "probability": 0.7548828125}, {"start": 1939.9, "end": 1941.18, "word": " if", "probability": 0.5712890625}, {"start": 1941.18, "end": 1942.7, "word": " your", "probability": 0.8466796875}, {"start": 1942.7, "end": 1943.36, "word": " accuracy", "probability": 0.8984375}, {"start": 1943.36, "end": 1943.8, "word": " of", "probability": 0.86767578125}, {"start": 1943.8, "end": 1943.96, "word": " your", "probability": 0.7978515625}, {"start": 1943.96, "end": 1944.36, "word": " estimation", "probability": 0.939453125}, {"start": 1944.36, "end": 1944.64, "word": " is", "probability": 0.92529296875}, {"start": 1944.64, "end": 1945.04, "word": " down", "probability": 0.865234375}, {"start": 1945.04, "end": 1945.8, "word": " your", "probability": 0.5556640625}, {"start": 1945.8, "end": 1946.3, "word": " performance", "probability": 0.8828125}, {"start": 1946.3, "end": 1946.52, "word": " of", "probability": 0.91796875}, {"start": 1946.52, "end": 1946.72, "word": " sales", "probability": 0.88330078125}, {"start": 1946.72, "end": 1946.88, "word": " will", "probability": 0.87548828125}, {"start": 1946.88, "end": 1947.02, "word": " be", "probability": 0.9267578125}, {"start": 1947.02, "end": 1947.18, "word": " down", "probability": 0.880859375}, {"start": 1947.18, "end": 1947.36, "word": " as", "probability": 0.9384765625}, {"start": 1947.36, "end": 1947.56, "word": " well", "probability": 0.93896484375}], "temperature": 1.0}, {"id": 75, "seek": 198148, "start": 1951.9, "end": 1981.48, "text": " The third thing, this is for you, I need somebody to ask why I'm going to give her a bonus. 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So they might knock out doors or they might be in the markets themselves. These are the outsiders. But the insiders, they are the telemarketers, which means", "tokens": [407, 436, 366, 1455, 746, 1219, 2519, 5763, 13, 407, 436, 1062, 6728, 484, 8077, 420, 436, 1062, 312, 294, 264, 8383, 2969, 13, 1981, 366, 264, 49825, 13, 583, 264, 1028, 6936, 11, 436, 366, 264, 4304, 5638, 6202, 11, 597, 1355], "avg_logprob": -0.24076704376123167, "compression_ratio": 1.5488721804511278, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2018.7400000000002, "end": 2019.3200000000002, "word": " So", "probability": 0.1624755859375}, {"start": 2019.3200000000002, "end": 2019.9, "word": " they", "probability": 0.82275390625}, {"start": 2019.9, "end": 2020.18, "word": " are", "probability": 0.8896484375}, {"start": 2020.18, "end": 2020.54, "word": " making", "probability": 0.892578125}, {"start": 2020.54, "end": 2020.78, "word": " something", "probability": 0.80126953125}, {"start": 2020.78, "end": 2021.08, "word": " called", "probability": 0.86376953125}, {"start": 2021.08, "end": 2021.38, "word": " field", "probability": 0.86865234375}, {"start": 2021.38, "end": 2021.7, "word": " sales.", "probability": 0.9091796875}, {"start": 2022.14, "end": 2022.72, "word": " So", "probability": 0.66162109375}, {"start": 2022.72, "end": 2022.92, "word": " they", "probability": 0.85986328125}, {"start": 2022.92, "end": 2023.2, "word": " might", "probability": 0.90576171875}, {"start": 2023.2, "end": 2023.46, "word": " knock", "probability": 0.927734375}, {"start": 2023.46, "end": 2023.74, "word": " out", "probability": 0.78662109375}, {"start": 2023.74, "end": 2024.18, "word": " doors", "probability": 0.95263671875}, {"start": 2024.18, "end": 2024.56, "word": " or", "probability": 0.81982421875}, {"start": 2024.56, "end": 2024.72, "word": " they", "probability": 0.88134765625}, {"start": 2024.72, "end": 2024.92, "word": " might", "probability": 0.89208984375}, {"start": 2024.92, "end": 2025.08, "word": " be", "probability": 0.94384765625}, {"start": 2025.08, "end": 2025.2, "word": " in", "probability": 0.9443359375}, {"start": 2025.2, "end": 2025.32, "word": " the", "probability": 0.91064453125}, {"start": 2025.32, "end": 2025.6, "word": " markets", "probability": 0.78662109375}, {"start": 2025.6, "end": 2026.04, "word": " themselves.", "probability": 0.74951171875}, {"start": 2026.5, "end": 2027.08, "word": " These", "probability": 0.89306640625}, {"start": 2027.08, "end": 2027.46, "word": " are", "probability": 0.94287109375}, {"start": 2027.46, "end": 2027.72, "word": " the", "probability": 0.88671875}, {"start": 2027.72, "end": 2028.14, "word": " outsiders.", "probability": 0.96240234375}, {"start": 2028.82, "end": 2028.94, "word": " But", "probability": 0.85595703125}, {"start": 2028.94, "end": 2029.08, "word": " the", "probability": 0.89501953125}, {"start": 2029.08, "end": 2029.54, "word": " insiders,", "probability": 0.956787109375}, {"start": 2031.02, "end": 2032.84, "word": " they", "probability": 0.82568359375}, {"start": 2032.84, "end": 2033.04, "word": " are", "probability": 0.9423828125}, {"start": 2033.04, "end": 2033.18, "word": " the", "probability": 0.88134765625}, {"start": 2033.18, "end": 2033.74, "word": " telemarketers,", "probability": 0.9612630208333334}, {"start": 2033.9, "end": 2035.4, "word": " which", "probability": 0.95068359375}, {"start": 2035.4, "end": 2035.8, "word": " means", "probability": 0.93505859375}], "temperature": 1.0}, {"id": 78, "seek": 206573, "start": 2037.54, "end": 2065.74, "text": " Which means they are the salesperson who are using internet, telephone, cell phone, email communications with potential customers. This is the meaning of this. Why they are more accurate than telemarketers? 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Why is this? Why the people in the field, they are not going to respond to them? Why? Gone, gone. 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This is one reason. Another reason? Maybe the outside salesperson, they are voluntary. They go to home just to pay. Okay. The suppliers are not paying to them. But the telemarketer maybe they gain a rent. Let's paraphrase it. 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Okay. So we make a telephone with a current customer, you know if he will buy or will be loyal or not. 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Not exactly. Final word, Hanin. Because most of them don't know much about the organization. They don't know much about the inside selling and the organization and the status of the organization and the outsiders. But the outside sales people know limited information about just the outside environment. Generally good. Now listen. 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Why? The feedback and the data which we are receiving from the mouth of our customers, they are not clear-cut, they are something in between. Why? Various reasons.", "tokens": [407, 498, 264, 6338, 366, 406, 1850, 12, 6672, 11, 341, 1355, 341, 307, 516, 281, 1477, 281, 2085, 35701, 420, 2085, 17108, 295, 341, 35701, 13, 1545, 30, 440, 5824, 293, 264, 1412, 597, 321, 366, 10040, 490, 264, 4525, 295, 527, 4581, 11, 436, 366, 406, 1850, 12, 6672, 11, 436, 366, 746, 294, 1296, 13, 1545, 30, 14662, 851, 4112, 13], "avg_logprob": -0.18725961538461539, "compression_ratio": 1.6298342541436464, "no_speech_prob": 5.960464477539063e-08, "words": [{"start": 2265.5, "end": 2265.76, "word": " So", "probability": 0.509765625}, {"start": 2265.76, "end": 2265.86, "word": " if", "probability": 0.72998046875}, {"start": 2265.86, "end": 2265.98, "word": " the", "probability": 0.88330078125}, {"start": 2265.98, "end": 2266.22, "word": " answers", "probability": 0.86376953125}, {"start": 2266.22, "end": 2266.38, "word": " are", "probability": 0.92529296875}, {"start": 2266.38, "end": 2266.54, "word": " not", "probability": 0.91796875}, {"start": 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Therefore, these things might push us to make an accurate calculation for our own sales estimation. 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Any question or comments about this? Now by this we are saying bye bye for chapter number", "tokens": [1144, 291, 3986, 365, 385, 420, 406, 30, 2639, 1168, 420, 3053, 466, 341, 30, 823, 538, 341, 321, 366, 1566, 6543, 6543, 337, 7187, 1230], "avg_logprob": -0.24464698411800243, "compression_ratio": 1.2142857142857142, "no_speech_prob": 1.1920928955078125e-07, "words": [{"start": 2314.81, "end": 2314.97, "word": " Do", "probability": 0.58837890625}, {"start": 2314.97, "end": 2315.03, "word": " you", "probability": 0.96533203125}, {"start": 2315.03, "end": 2315.17, "word": " agree", "probability": 0.90869140625}, {"start": 2315.17, "end": 2315.29, "word": " with", "probability": 0.91162109375}, {"start": 2315.29, "end": 2315.41, "word": " me", "probability": 0.962890625}, {"start": 2315.41, "end": 2315.49, "word": " or", "probability": 0.94970703125}, {"start": 2315.49, "end": 2315.75, "word": " not?", "probability": 0.94677734375}, {"start": 2316.57, "end": 2316.99, "word": " Any", "probability": 0.41015625}, {"start": 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