Category Archives: Sectors


How can Agencies Demonstrate Value in a Competitive Marketplace ?

 

Providing a service to clients that manifestly increases sales will always be the cornerstone of a strong value proposition. Pricing this significant service at a rate that represents fair value for this impact on a client’s business is an increasingly difficult task in today’s competitive marketplace. But I strongly believe it is more important than ever to focus on the value of the offering and clearly articulate what difference this can make to the client’s business.  Admittedly, and realistically, price is not irrelevant. Mickey Drexler, ex-CEO of J. Crew, says “The real price of goods is always the selling price. The best price is to sell it for what it’s worth.”

 

So, how does an agency demonstrate worth, maintain a keen pricing structure, and avoid a negotiation where the only outcome is a spiraling descent to the bargain basement of both price and value, a process I describe as ‘the race to the bottom’?

 

Before even venturing to introduce a pricing model, an agency must start each relationship by making strenuous efforts to understand the client needs and then clearly demonstrate the value of their agency’s creativity and wisdom.

 

Understand what problem the client needs to have solved? Be clear about what insight the agency can bring to the table? Ask searching questions and encourage the client to really define what success means to them.  All of this helps to establish a level of trust and to forge common alignment.

 

It also embraces transparency and a deeper understanding on both sides. Interestingly for the potential client, a closer evaluation of their needs helps the client to evaluate potential providers on their approach and capability rather than solely on price.

 

What about the spectre of procurement? For many sales or new business teams, the mere mention of procurement evokes a rolling of the eyes or worse!

 

In my multifaceted role as a Global Chief Operating Officer, Asia President, and Senior Accounting Officer for the CPM Group of companies, I’ve endured many negotiations with zealous procurement teams, watching each element of our service being systematically broken down and assigned a price instead of a value. It’s a very straightforward, almost mechanical, process to place a price on inputs with no bearing on the benefits.

 

However, the procurement team/individual that can relate those inputs to the value created in the outputs, embraces the real added value the organisation seeks.  The procurement professional can help demystify the challenges of internal budget structures versus real output based pricing, and work collectively with marketing and their agency to build a cost model that rewards good work and demonstrates value.

 

This can be the huge benefit of procurement done well. Yes, they often force agencies to examine their costs and present them in a more transparent manner, but this can only benefit any business longer term. Understanding the price of service delivery is essential for agencies to then realise profit whilst ensuring clients get value.

 

PepsiCo has recently eliminated procurement from marketing negotiations, but 53% of companies still involve procurement and the onus is on sales teams to embrace this and positively influence the decision-making process, defending their value proposition by clearly demonstrating its impact whilst working in an open and transparent manner, building trust with its procurement client as well as the marketing teams.

 

If business is negotiated on the correct footing, with the service framed as an investment not an expense, then both the client and the agency can harness the power of synergy and create a mutually successful outcome, based, not simply on cost, but on value linked to insight and a robust ROI.

 

Winning business that has a miserably low margin while voraciously consuming precious resources, leads to an inevitable and sometimes bitter parting of the ways, which can have a big impact on the agency’s business overall.  It takes courage to hold your nerve around the negotiating table and look for new ways to add value, but it is imperative that your service is not viewed as a mere commodity. I’m afraid to say that all too often agencies have nobody but themselves to blame as they agree to commercial arrangements that are best described as suicidal. Who can blame client procurement, they are merely doing what we all try to do, which is secure the best product at the lowest price. I’d like to purchase a luxury car for the same price as a mid- range sedan, wouldn’t you? The fundamental issue here is procurement will keep asking for more concessions until the agency says no! The agency must find ways to say yes outside of simply cutting price and leverage the value-added aspects of the work the agency can and does do for the client.

 

The world is our marketplace and communication is getting faster. Whole industries, including retail, have undergone tremendous disruption. To be competitive, agencies must be agile, able to simplify process and embrace diversity. Rigidity is a thing of the past. Linear thinking and acting is hopelessly outdated. We must all work on a broader commercial approach. Business is global and it has never been easier to communicate and harness global learnings.

 

I recently attended a regional conference in Asia where teams from six countries pitted their collective problem-solving and creative skills to put forward several workable project plans designed to roll out across the region for a major client. The client was in the room and was electrified by the sheer energy and practical application achieved in a breathtakingly short amount of time. This was a clear demonstration of how enhanced service can be collectively achieved by harnessing the synergy of truly diverse teams.

 

Agencies must foster and encourage mental agility and flexibility amongst their people as they are the drivers of value. Business can’t be exclusively conducted from the isolation of a desk. Client service teams should actively network and absorb thoughts and insights from a diversity of sources. We all must keep up with current trends in the market and strive to be thought leaders, the respected “go-to” person in our field. This is especially important if we are going to master and exploit change and not be left an irrelevant colossus, too big and bloated to adapt in the face of fundamental upheaval.

 

In an increasingly digital world, the distance between clients and the field has never been closer.  Agencies must manage their reputations, earn respect and nurture authenticity in all areas of our business. Actions and character must be in-sync and agencies must align what they do with what they

say. Relationship building has always been central to a successful campaign and now it is critical to get closer to clients. This means actively involving field teams.

 

Communication, like a fountain, must flow upwards as well as downwards. Agencies must inspire everyone to take responsibility and be heard, not mumble in the corner if things are not right. In a world where word of mouth is king, agencies should empower all employees to be advocates, the field teams are brand evangelists and a powerful manifestation of value.

 

Agencies destined to survive and thrive will be rooted in strong foundations and adaptable in the face of change.  Always listening and globally aware, not complacently locked in silos. Not intransigent in the face of a problem and not taking the easy route of pointing fingers and blaming others. Instead, they must strive to think creatively about how to clear roadblocks as a team, with each member taking responsibility.     It’s too easy to say no constantly; find ways to say yes that make commercial sense, add value and bring creativity to the solution required.

 

The pressure of today’s marketplace will always make it attractive for clients to go for a cheaper option. But business is rarely won on price alone. Competitors can undercut, but it is up to each agency to demonstrate they can offer an intelligent, consistent depth of service, delivered by a committed, energetic and engaged field team. Cutting corners and spiraling ever downwards leads to a race to the bottom and is ultimately unsustainable. Instead, focus should be concentrated on insight and people as they adapt, thrive and make evangelists of clients. There will be no better way to demonstrate value and as a positive by product, earn a decent margin.

 

Paul Woolley, August 2017

News and Insight

 

The beauty industry is the sector who owns the greatest variety of shoppers given the different distribution channels available: perfumeries, pharmacies, parapharmacies (specific to some countries), institutes, department stores, supermarkets or Internet. The profiles of the beauty consumers change based on their favorite shopping place. On the Internet we have the Millennials, in the pharmacies the ones who are looking for quality and natural products, in the supermarkets those who rush and in the perfumeries the luxurious shoppers.

 

My brand, my store

 

The difficult task for a brand is to achieve to shine no matter what or where and to target more possible shoppers. But what exactly does a beauty brand have to do to reach different categories of consumers simultaneously? Open their own brand store of course! In a dedicated store it is easier to reach various consumers’ profiles. In France, CPM created BRANDSHOPS, a turnkey solution designed to offer its clients the possibility to have their own store, whatever the format: pop-up store, corner, shop in shop, truck or just a first traditional permanent store. For instance, when L’Oréal Paris, Nyx or Gemey Maybelline chose to open their first stores in France, they called out to CPM France for the recruitment, training and management of the sales team. There are several advantages in opening a store among which strengthening the proximity to its customers in order to better know them, increasing the multichannel reach or offering a new brand experience.

 

 

 

CPM Frankreich L'Oreal Pop-up in Paris

 

Beauty & Mortar

 

With the global increasing trend of online shopping, the brands must align with their consumers’ requests and rethink their strategies. We tend to say that the future of retail consists in online shopping, but even if this channel is growing day by day, the beauty industry is the less impacted sector. Even if there is a new generation of beauty shoppers who are more inclined to buy online, ie the Millennials, most shoppers continue to go to the stores because here they can find samples and beauty advisors, and even make-up sessions for free. Consumers still need to feel, touch and test the cosmetics, the physical store thus has a real competitive edge and this experience cannot be yet replicated online.

 

 

In France, more than 50% of the beauty shoppers are stubborn when it comes to online shopping. However, 43% of beauty shoppers are using their smartphones to keep informed and to compare prices, even when they are in the store. The power of online shopping thus remains a threat and retailers have to continuously drive loyal and new customers to their stores. The actions they can leverage include a well-executed merchandising and beauty advisors with state-of-the-art knowledge on new trends, products and innovations. As previously mentioned, the Millennials, a generation which represents a large portion of beauty consumers, are the first ones turning to the internet before purchasing products. This generation chooses to trust the makeup recommendations of a makeup artist or beauty influencer on Instagram or YouTube over a salesperson in the store. And here lies the challenge for in-store salespeople: re-establish this advocacy. In order to compete with online beauty experts, brands must allow their sales teams to concentrate on their core tasks: sell. For merchandising services, training and sales team activation, we can come in.

 

The beauty buyers are more and more omnichannel, and a total uber-isation of this industry is still far away. The challenge for retailers remains their capacity to sharpen their systems and processes to ensure that the customer experience is a seamless one, whatever the distribution channel.

 

 

Sectors

IT/Tecnologia

L’Information Technology è uno fra i settori in maggiore crescita e più dinamici degli ultimi 30 anni. Per questo la continua innovazione è il cuore delle attività del premiato gruppo Technology di CPM.

I nostri team garantiscono le ottimali performance di vendita, formazione tecnica e merchandising per i maggiori brand tecnologici e mobile del mondo.

 

I nostri esperti altamente formati e specializzati nei diversi segmenti tecnologici, operano su canali in-store, off-site e on-line per ottimizzare attivamente le vendite e offrire un approfondito supporto tecnico ai consumatori.

 

Le attività di vendita e di assistenza clienti nel settore tecnologico richiedono un merchandising specifico, una profonda conoscenza della conformità, dimostrazioni di prodotto coinvolgenti e informative, e una vasta retail experience che solo CPM può offrire.

 

Experience promotion vincenti, vendita attiva, mystery shopping e auditing di alta qualità sono solo metà dell'opera: i tech ambassador di CPM fanno il resto. Il loro obiettivo, aumentare le vendite e migliorare la retail traction, è raggiunto conquistando i cuori e le menti del management e del personale dei negozi, diventando parte integrante dei team in store.

 

La Technology Academy di CPM, gestita dal nostro trainer tecnologico CIPD dedicato, mette a vostra disposizione specialisti di prodotto e di brand in grado di ottimizzare i risultati di vendita.

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Sectors

Finanza

CPM offre soluzioni di vendita end-to-end progettate per raggiungere clienti quali aziende, privati e commercianti al dettaglio.

I servizi finanziari fanno parte di un contesto altamente regolamentato e competitivo; l’obiettivo di CPM è quello di incrementare le vostre vendite e la vostra quota di mercato, così come generare fedeltà al brand e massimizzare gli esercenti e l’accettazione delle carte di pagamento.

 

Attraverso i nostri team specializzati nel settore Finance definiamo una vasta gamma di esperti per offrire un mix personalizzato di attività:

  • tradizionali programmi di vendita sul campo per memberships card
  • merchant activation e il terminal testing combinati all’assistenza clienti
  • mystery shop auditing
  • account management.

I nostri professionisti nella vendite di servizi finanziari sono qualificati e formati al fine di fornire i migliori servizi di consulenza, assieme alla profonda conoscenza del prodotto e alla conformità con i più alti livelli qualitativi delle policy industriali ed assicurative.

 

Grazie all’esperienza della gestione di programmi di successo nel settore finanziario a livello nazionale, regionale e globale, il nostro servizio clienti dedicato include tra le sue competenze contact centres, digital e live chat, ma anche comunicazioni face-to-face.

 

Tutto ciò significa che comunicano più facilmente con il loro target e instaurano con i vostri clienti rapporti migliori e più vantaggiosi.

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Sectors

Elettronica di consumo

CPM vanta una profonda conoscenza delle dinamiche legate all’elettronica di consumo nel settore retail, così come un’invidiabile reputazione per il suo successo in questo contesto.

Come clienti di questo settore, potrete sperimentare una crescita delle vendite, un incremento delle quote di mercato e una promozione dei vostri brand esattamente dove ce n’è più bisogno.

 

Raggiungiamo questi risultati grazie a programmi personalizzati che sono l’unione di più elementi: vendita assistita, merchandising, mystery shopping, brand ambassadors e demo del prodotto.

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FMCG

CPM è stata fondata per guidare la vendita dei FMCG.

Nel 1936, CPM fornì ai suoi primissimi clienti dei team di merchandising e field sales, cambiando per sempre il modo in cui le aziende di beni di consumo si rapportavano con retailers e consumatori.

 

Back in 1936, CPM provided field sales and merchandising teams to our very first client and changed the way consumer goods companies connected with retailers and consumers forever. Since then we have developed unrivalled know-how and pioneered new ways to attract and retain customers for our consumer Da allora, abbiamo sviluppato un know-how senza pari e ci siamo fatti pionieri di nuove modalità per attrarre e fidelizzare i consumatori dei nostri clienti proprio attraverso la vendita al dettaglio.

 

Partendo dalle più tradizionali attività di vendita sul campo, e passando attraverso programmi di assistenza al cliente da contact centre e dalle più recenti innovazioni in online merchandising, micro jobbing ed esperienze digitali di coinvolgimento del consumatore, CPM è in prima linea nelle vendite e nel marketing di FMCG.

 

Non fermandosi mai, i nostri team creano e sviluppano costantemente nuove tecniche che permettono ai nostri clienti che operano nel mercato dei beni di consumo di offrire un’esperienza completa di retail omnicanale ai loro consumatori.

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Retail

Il retail è il cuore di CPM. Nessuno conosce le vendite B2B2C e il marketing del canale retail meglio di noi.

Da oltre 80 anni sviluppiamo programmi di demo in store e proponiamo soluzioni di vendita efficaci, che ci hanno permesso di ottenere un'eccezionale esperienza di field marketing e retail merchandising su quasi tutti i segmenti del settore retail.

 

Introducendo costamentente soluzioni che possono mantenervi ai vertici del vostro settore, abbiamo introdotto nuove tecniche di sales activation, sviluppato attività innovative sul POS, campagne in store e strategie di vendita integrate.

 

Abbiamo messo a punto tecniche sempre più sofisticate di mystery shopping e retail auditing in grado di offrirvi informazioni quasi in tempo reale sulle vostre prestazioni di vendita.

 

Lanci di prodotto, display retail e marketing sul campo richiedono un'esperienza concreta. La conoscenza e la comprensione di CPM del comportamento di venditori e consumatori offre a voi preziosi insight in store, e ai vostri consumatori una gamma di servizi esperienziali efficaci e coinvolgenti.

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Energia

CPM ha fondato una Energy Division diversi decenni fa, per fornire alle società di questo mercato team fortemente specializzati.

Sin dall’inizio, la nostra Energy Division ha riscosso un successo impareggiabile nella vendita promozionale e nella fidelizzazione dei consumatori per i clienti del settore energy, sia nei mercati B2B sia B2C.

 

Supportati dalla Training Division di CPM, abbiamo assunto, qualificato e costruito team di professionisti nelle vendite focalizzate sulla fornitura di servizi energetici, offrendo vendita diretta, telemarketing, active selling, vendita al dettaglio, insights e report attraverso il field e le piattaforme digitali.

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Salute & bellezza

Lavorando con alcuni dei più innovativi brand Health & Beauty al mondo, offriamo un ampio spettro di professionisti per il settore della cura della persona.

I nostri team sul field offrono:

  • esperti in vendite farmaceutiche capaci di generare nuove opportunità in store
  • beauty consultant che educano ed informano il consumatore attraverso dimostrazioni in negozio e campioni di prodotto.
  • visual merchandising accattivante, con lo scopo di favorire la riconoscibilità del prodotto e massimizzare la visibilità in store.

CPM opera anche all’interno di programmi multicanale di assistenza al cliente per brand globali operanti nel settore healthcare, che includono case management, social customer service e supporto attraverso live webchat.

 

I brand operanti all’interno di un contesto regolamentato richiedono i più alti standard di qualità e servizio etico. Per questo motivo assumiamo specialisti nel settore salute & bellezza fortemente formati e competenti capaci di relazionarsi con i vostri consumatori e clienti assicurando di operare in conformità con le policy industriali e gli standard normativi.

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Automotive

La divisione Automotive di CPM offre servizi di customer service e sales generation di qualità superiore attraverso attività di field marketing, contact centre e interazioni sui social network.

Il nostro team automotive assicura un efficace combinazione di vendite, marketing, customer care ed esperienza operativa su tutti i segmenti del settore automotive.

In quanto cliente automotive, oltre a training specializzati potrai ricevere:

  • Team personalizzati per i servizi di customer care
  • servizi di contact centre fleet-sale
  • strategie di coinvolgimento dei concessionari
  • CRM
  • valutazione dei concessionari
  • mystery shopping
  • showroom merchandising
  • live chat e monitoraggio dei social media.

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