The psychology of the Romanian manager / entrepreneur in accessing communication services

1. Ge#ng
to
The
psychology
of
the
Romanian
manager
/
entrepreneur
in
accessing
communica8on
services
by
Raluca
Mihălăchioiu
The
Public
Advisors

2. My
hypothesis
There
are
certain
kinds
of
Romanian
managers/entrepreneurs
that
are
more
likely
to
hire
professional
marcomm
teams
for
their
businesses
than
others

3. How
?

4. 10
interviews
with
managers
from
5
industries.
For
each
industry
-­‐
2
managers:
– one
whose
company
does
communica8on
campaigns
– one
whose
company
doesn’t.

5.
Ques8onnaires
for
people
responsible
with
the
communica8on
and
marke8ng
strategists
from
both
agencies
and
clients
-­‐
all
around
the
country
50
respondents

6. Robert
Weisz
-­‐
ComProfiles

7. 2
kinds
of
managers:
Predisposed
to
NO
Predisposed
to
YES

8. The
portrait
of
the
manager
predisposed
to
NO
(+)
CreaJve
(+)
Being
important
to
others
(+)
Play
&
laughter
(+)
Freedom
(+)
ExploraJon
(-­‐)
Not
ranking
prioriJes
(-­‐)
Not
finishing
(-­‐)
Liking
to
argue
(-­‐)
Making
things
complicated
(-­‐)
GeRng
agitated

9. The
portrait
of
the
manager
predisposed
to
YES
(+)
Fast
decision
making
(+)
InnovaJng
(+)
Taking
acJon
(+)
Introducing
change
(+)
Takes
risks
(-­‐)
Not
accepJng
mistakes
(-­‐)
Not
accepJng
limits
(-­‐)
Being
autocraJc
(-­‐)
Distant
(-­‐)
Taking
too
much
risk
(+)
Structure
(+)
Procedures
(+)
Learning
(+)
Trustworthy
(+)
Being
professional
(-­‐)
Not
taking
iniJaJves
(-­‐)
ConservaJve
(-­‐)
Too
formal
(-­‐)
Too
specialized
(-­‐)
Rigid

10. PARADOX!!!
Managers/
Entrepreneurs
with
an
IDEA
leadership
style
are
more
unlikely
to
access
markeJng
&
communicaJon
services

11. Managers/
Entrepreneurs
with
a
STRUCTURE-­‐VALUE
leadership
style
are
more
likely
to
access
markeJng
&
communicaJon
services

12. Reasons
behind
predisposi8ons
to
NO?
Turning
points
From
NO
-­‐>
YES

13. Reasons
behind
predisposiJons
to
NO?
• Perceiving
marke8ng
services
as
expensive
• Lack
of
budget
• Lack
of
understanding
of
these
services
27%
don’t
understand
the
services
25%
decide
they
can
do
it
without
the
agency
22%
don’t
have
the
budget
PROFESSIONALS

14. Reasons
behind
predisposiJons
to
NO?
• Perceiving
marke8ng
services
as
expensive
• Lack
of
understanding
of
these
services
•
Believe
they
don’t
need
it
because
“everything
is
OK”
now
• Don’t
know
who
to
contact
MANAGERS

15. Turning
points
From
NO
-­‐>
YES
• 24%
when
launching
a
new
product/service
• 19%
when
launching
a
new
company
• 15%
when
they
acknowledge
their
lack
of
awareness
• 11%
when
proacJvely
approached
by
agencies
PROFESSIONALS

16. Turning
points
From
NO
-­‐>
YES
• When
strong
compeJtors
arise
• When
recommended
by
business
partners
• When
they
want
to
boost
sales
MANAGERS

17. 4
main
FACTORS
that
stand
between
NO
&
YES

18. MONEY

19. FEAR

20. KNOWLEDGE

21. WHO’S
WHO?

22. Ge#ng
to

23. The
KIT
of
SURE
SELLING
markeJng
and
communicaJon
services
to
Romanian
managers/
entrepreneurs

24. 1
Show
him
the
ROI!
=>
Show
him
what
he
can
gain
exactly
–
in
figures,
if
invesJng
in
communicaJon
campaigns.

25. 2
Show
him
the
HELL!
=>
Make
them
exit
their
comfort
zone
and
see
in
their
mind
the
film
of
the
worst
case
scenario.

26. 3
Show
him
the
BEST!
=>
Bring
with
you
at
the
meeJng
the
expert
in
your
team
that
will
do
the
job.
He
is
an
S
person,
he
knows
that
you
can’t
be
an
one
man
show!

27. 4
Show
them
the
WAY!
…but
not
necessarily
with
you!
=>
Make
them
understand
the
services
that
they
need.
“You
have
to
do
this,
no
majer
if
you
do
it
with
us
or
not.”

28. 5
Be
TRUSTED
by
someone
they
TRUST!
=>
Find
a
common
friend
because
they
are
very
sensible
to
recommendaJons.

29. 6
Show
him
COURAGE
in
proposals!
=>They
love
risk
and
being
challenged.
They
want
to
be
dared.
V2G

30. 7
Make
him
part
of
the
plan!
=>
because
he
really
likes
to
learn
S2G.

31. 8
Tell
the
SUCCESS
STORIES
in
which
they
can
see
themselves
as
the
main
character
=>
Believes
in
models
S1S.

32. 9
Make
ALLIES
inside
his
team!
=>
because
they
are
the
“I
don’t
know
”
–
“I
won’t
do”
type
S2S

33. 10
Take
LESSONS
from
him!
=>
Use
the
last
ten
minutes
of
the
meeJng
to
ask
for
a
lesson!
He
will
enjoy
teaching
you!
S1G