Page 5 - Al-Rashed Newsletter June 2020

WORK FROM HOME SNIPPETS
MARKETING IS NOT AN ACCIDENT….!!!

Marketing is not an Accident….!!!
Marketing is not an accident, but a result of careful planning & execution. Aim of marketing is to meet and satisfy
customer needs and wants better than competitors. The marketing concept holds the key to achieve organizational
goals consist of the company being more effective than competitors in creating, delivering and communicating superior
customer value to its chosen target markets.

Exceptional customer service results in higher customer retention. Financial success often depends on marketing
competency, so that marketing practices are continually being refined and reformed to cater the customers at a
distinguished level. The job is not to find the right customers for your products, but the right products for your
customers. The philosophy of product-centred selling has shifted to customer-centred selling. Acquiring new
customers is important; holding onto existing customers is crucial. Since the market is in constant flux, one needs a
consistent and committed approach to gauge and be in touch with the changing whims of a customer. We can reduce
prices to bring in customers but retaining them with us is a real challenge. Excellent customer service is the lifeblood
of any business—exceptional customer service results in greater customer retention, which, in turn, leads to higher
profitability.

Work From Home is a new concept introduced in the Shipping Industry after the Pandemic attack. Many Western
countries still follow the usual office timing though they work from home, Far East Asian Countries and GCC countries
are exceptional to this culture. Working while away from Desk is not a new concept in our Sales as they do it quite
often, to be in line with the global timing. The Term “Lockdown” has become a common terminology in every industry.
Salespersons always hold a bridging role in the Freight Forwarding Industry. Any delay from the Overseas agent while
executing the job, they conveniently put up the word “lockdown” - another yardstick for the client to measure the
Salesperson’s serviceability. Many instances where the Clients become helpless due to lockdown for conducting
Custom Clearance (delay of documents from Seller/release delay from Bank/longer transit time of Courier/client’s
office-warehouse location in Isolated area), ends up with us receiving a demurrage waiver request. Salesperson, here,
is in a forceful situation to manage it without affecting either side. Many clients find difficulty/delay in releasing fund as
multiple desks involved before the final transfer, and some keeps “Lockdown” as a shield to coverup their fund
shortage.
Team Sales is holding the challenge of balancing this crisis in such a way to protect the organization’s interest as well
as not to damage the rapport with their Clients.

MR. SIBI ALEX MATHEW
DY. MANAGER, SALES & MARKETING