Audience-Centered Approach to Communication


Beside other things, effective organizational communication is audience-centered approach. Keep your audience in mind at all time during the process of communication. Empathizing with, being sensitive to, and generally considering your audience’s feelings is the best approach for effective communication. The audience-centered approach is more than an approach to business communication; it’s actually the modern approach to business in general, behind such concepts as total quality management and total customer satisfaction.

 Because you care about your audience, you take every step possible to get your message across in a way that is meaningful to your audience. You might actually create lively individual portraits of readers and listeners to predict how they will react. You might simply try to put yourself in your audience’s position. You might try adhering strictly to guidelines about courtesy, or you might be able to gather information about the needs and wants of your audience. Whatever your tactic, the point is to write and speak from your audience’s point of view.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Pro Forma Income Statement


Because marketing managers are accountable for the profit impact of their actions, they must translate their strategies and tactics into pro forma, or projected, income statements. A pro forma income statement displays projected revenues, budgeted expenses, and estimated net profit for an organization, product, or service during a specific planning period, usually a year. Pro forma income statements include a sales forecast and a listing of variable and fixed costs that can be programmed or committed.

Pro forma income statements can be prepared in different ways and reflect varying levels of specificity. They have a typical layout consisting of six major categories or line items:

  1. Sales—forecasted unit volume times unit selling price
  2. Cost of goods sold—costs incurred in buying or producing products and services. Generally speaking, these costs are constant per unit within certain volume ranges and vary with total unit volume.
  3. Gross margin (sometimes called gross profit)—represents the remainder after cost of goods sold has been subtracted from sales.
  4. Marketing expenses—generally programmed expenses budgeted to produce sales. Advertising expenses are typically fixed. Sales expenses can be fixed, such as a salesperson’s salary, or variable, such as sales commissions. Freight or delivery expenses are typically constant per unit and vary with total unit volume.
  5. General and administrative expenses—generally, committed fixed costs for the planning period, which cannot be avoided if the organization is to operate. These costs are frequently called overhead.
  6. Net income before (income) taxes (often called net profit before taxes—the remainder after all costs have been subtracted from sales.

A pro forma income statement reflects a marketing manager’s expectations (sales) given criterion inputs (costs). This means that a manager must think specifically about customer response to strategies and tactics and focus attention on the organization’s financial objectives of profitability and growth when preparing a pro forma income statement.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Sun Tzu’s Advice to Strategy Makers


More than 2300 years ago, Sun Tzu wrote The Art of War, an amazing book on the principles of military strategy. Herebelow are some idea extracts:

  1. Adopt SOSTAC. He believed that it is essential first to carry out a complete analysis of the situation. The strengths and weaknesses of one’s position, the relationship between one’s goals and the goals of society at large, the intensity of one’s courage and determination, and the worthiness and integrity of one’s objective must all be carefully evaluated. Even then, it seems, SOSTAC (Situation Analysis, Objectives, Strategy, Tactics, Action, and Control) was emerging—situation analysis, objectives and strategy.
  2. Do your Homework. Those who triumph, compute at their headquarters, a great number of factors, prior to a challenge. Those who are defeated, compute at their headquarters, a small number of factors, prior to a challenge. Much computation brings triumph, little computation brings defeat. How much more so with no computation at all. By observing only this, I can see triumph or defeat.
  3. Develop some options. Therefore those who are not entirely aware of strategies that are disadvantageous, cannot be entirely aware of strategies that are advantageous.
  4. Know your Resources. You must be certain that your resources have been carefully evaluated before engaging in this challenge.
  5. Why senior management Support: before engaging in a challenge, a leader must be certain that the organization is prepared to support the expense of a confrontation.
  6. Do you hurt your market or environment? Brilliant leaders are always aware of the entire system, both inside and outside of their organizations. They know that to harm or destroy what is outside will hurt their own growth, while employing their rivals and incorporating their resources will enhance their strategy.
  7. Put everything in place before making a move. Sun Tzu believed that a true victory can be won only with a strategy of tactical positioning, so that the moment of triumph is effortless and destructive conflict is avoided even before considering a confrontation – for whatever purpose.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Creative Abuse


A tactic involves Candid Camera-like observations of how your product is actually used by the customer. You may have a wonderful product, created for one thing, but it may end up being used for an entirely different purpose.

Some don’t find real product until they understand with little unexpected help that they are selling the right product to the right customers for the wrong purpose. Their products don’t really take off until customers tell that they misuse it as partial substitute.

You can see creative abuse all the time in the world of fashion: women wearing men’s shirts, and men sporting women’s earrings, sport coats made out of heavily starched wallpaper, evening gowns patterned after lingerie.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Collaboration: Key Messages


i.            The foundation of a profitable business culture is characterized by a robust spirit of collaboration between:

  1. Employees and management,
  2. Internal departments or divisions, and
  3. The organization, its customers and its suppliers.

ii.            A collaborative environment best enables staff to align their professional goals with the objectives of the organization and to implement strategies and tactics to realize these objectives.

iii.            In order for a knowledge management strategy to be successful, it must include a strategy for collaboration.

iv.            The Internet and the World Wide Web provide a powerful paradigm of collaboration for any organization.

v.            There are cognitive, emotional and motivational dimensions to collaboration.

vi.            There are a number of tools and processes that help develop a culture and psychological environment of collaboration.

vii.            A unique assessment instrument, the Collaboration Quotient, measures the readiness of individuals and their organization to collaborate. This tool is also used to monitor the organization’s progress in developing collaboration.

viii.      An Internet-based knowledge network dramatically facilitates knowledge sharing and co-creation.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Knowledge Management Strategy


What does it mean for an organization to have a knowledge management strategy? If we think of a corporation as an individual, then a corporation’s knowledge management strategy may be likened to individuals’ strategy to obtain an education and to apply their knowledge and learning to advance their career. If an individual’s education consisted of nothing more than acquiring information (as was largely the case some 50 years ago) he or she would be woefully unprepared to deal with today’s rapidly changing business environment. By the same token, if an organization’s knowledge management strategy focused solely on information flow, it would also be unable to deal with the challenges of doing business in the knowledge era.

Developing a knowledge management involves four basic steps:

  1. Dialogue, discuss, debate and define your objectives;
  2. Formulate a strategy;
  3. Devise the tactics; and
  4. Then act.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Handling Delays


In the sales process, especially in the final phases, delays can represent a frustrating gray area that leaves you hanging, wondering whether or not the customer will buy. After you have proposed a solution, one of three outcomes could take place:

  • Decision pending
  • Continuation
  • Stall.

Decision pending is a waiting period in which the decision has not been made. The reason could be that a key decision maker either was not present when the proposal was made or has not yet made up his mind; or that other, more pressing issues have arisen.

Continuation means that the customer seems to be interested in continuing the relationship with you but makes no specific commitment regarding your proposal.

Stall is a situation in which the customer puts you off or seems evasive. A stall usually indicates a hidden objection. Stalls typically occur after you have asked for a commitment. Use the following tactics to handle a stall:

  • Try to find out the real reason for the stall by using your questioning skills.
  • If the customer does not buy, find out why.
  • Get the objections out in the open and handle them, to determine the real reason for not buying.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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