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ccommodates numerous managers from many Dutch industries. The event covers two days and is the meeting place for commercial managers from many industries. Dinner and The Sales Event place on Wednesday 10 and Thursday, February 11, 2010.

STEPS TOWARDS ESTABLISHING BRAND AWARENESS
Customers: The Brand Awareness Process, how do they think?
Although an intangible offer, nevertheless, consultancy service remains after all a purchase which is decided by a decision- making group within an organisation. In this sense, their buying decision process is likely to follow the usual pattern of customers, who rely upon a few pieces of selective information with which they feel confident to help them decide how the brand might perform. Following this principle, the buying- decision process begins, when the customer identifies the problem. In the case of organisations, the problem is usually associated with their underperformance.
At this stage, the decision- making group will have to deal with the purchase of the right consultancy service. But how they might think? It is a reality that consultancy services are complex purchases due to their nature of financial data, statistics and knowledge diversity. In addition, they are expensive due to the nature of the service.  This means that the purchase is involving a high risk for the potential client. As a result, the retention of a consultancy company by a group of executives is a major commitment. This happens, simply because they will base their future decisions on the recommendations of the consultancy people. Their personal success and the performance of the organisation depend on how well the service will perform. These barriers have to be overcome by Huthwaite, when the prospect customers have been identified. For this reason, it has to be adopted a more personal approach in promoting the company.
SELECTING THE RIGHT COMMUNICATION TOOL
First, it must have a strong brand names and slogan. Huthweite should through the slogan to display it image of a leader in the field of sales training, and then through a united image of advertising design and effective methods to make it popular. The design of an unified brand image is conducive to the memory of consumers’ for the brand, which can get it a faster cognizing, and an unified brand image is good for consumers’ correct understanding, avoiding the production of useless understanding.
Second A sale representative is essential for this step. It is the person who will be able to communicate the Huthwaite product and brand to the potential customer. Huthwaite belongs to a category of service which is complex and expensive respectively. So, it is likely, that customers will based their perception more on personalised messages. Having as a principle, that the Huthwaite brand is new to potential customers, it is necessary for the sales representative to present a clear corporate identity for the company. Organisational buyers tend to be more receptive in remembering the image of the company longer than the product information. Thus, the name of the company with its incorporated value system has to be clear to the customer. Also, this approach can work in another way. If there has been an introductory launching of the company like in the SMA event which is mentioned above, then it is possible that the corporate identity is already recognisable to the customer. If this is the case, the sale representative will have more time to refer to本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。