Company: SIEMENS Ev Aletleri A.S. / Istanbul / Turkiye
Company Description: The story of our brand began 175 years ago. We integrated design and functionality in perfect harmony to follow the increasing consumer needs in any techAs the number one home appliances brand and market leader in Germany, we will continue to produce innovative technologies with this legacy from the past and bring them together with those curious about the future. Progress through curiosity.
Nomination Category: Solution Provider Awards Categories
Nomination Sub Category: Sales Consulting Practice of the Year
 Nomination Title: SIEMENS TRIBAL MARKETING SALES PROGRAM
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2021 of the nominated organization, OR written answers to the questions? (Choose one):
A video of up to five (5) minutes
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 4 words used.
- Booklet
- Program results (summary)
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Outline the organization's achievements since July 1 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 169 words used.
In order to understand the changing consumer profile of Siemens in Turkey and to reach the market share it deserves in the market, tribal marketing methodology was needed since the classical consumer segmentation approach was not sufficient.
In the project carried out by Yüksekbilgili Training and Consultancy with Siemens, a workshop was planned with the participation of marketing and sales managers, dealer sales consultants, service department and merchandising teams in order to identify the tribes of Siemens brand customers.
At the end of this workshop, the tribes of the Siemens brand were determined. For the tribes identified in the workshop, keywords and sales scripts to define the tribes were also created. The findings obtained were firstly turned into a training set. Training sets were evaluated from a 360 perspective.
The prepared training was delivered to the dealers in Turkey twice via LMS, synchronously and online. The recording of the training and the prepared videos were uploaded to the system for all sales teams who wanted to watch it again.
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 241 words used.
The project is completely original and the first in its field. While segmentation is used in customer definitions in Turkey as in the world, in this study we have acted with the logic of TRIBAL MARKETING. In addition, the training sets prepared for the success of the project were evaluated from a 360o perspective. First, the sales management team of brand evaluated the training and its contents and the training was reshaped according to the findings obtained. Exit surveys were conducted to the designated dealers by an independent audit institution to measure the behaviour of sales consultants before and after the training. Feedback on the training content was also collected from all dealer sales consultants. The keywords and sales scripts to be used in the identification of all identified tribes were turned into a video and shared with all dealers. After the the project, dealer sales were evaluated.
As a result of the project, the following measurement results were obtained; 22% positive increase in sales, Improvement in areas measured in pre- and post-training exit surveys, 81% of the brand sales team found the training very useful, 68% liked the training very much, and 59% found the training to be very beneficial for their work, In store sales consultant training evaluations, 81.74% of the participants liked the training, 76.45% of the participants thought that the training contributed to their work, and 82.93% of the participants found the training useful.
- Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 200 words used.
The story of our brand began 175 years ago. Through Warner Siemens’ curiosity, we discovered how we could bring energy to our homes. In this way, we delivered the first electricity to homes in 1866.
We made the first wind turbines, made progress on electric trains. We started producing telephones and brought the first telephone to Turkey in 1881. We created brand-new technologies in industrial automation and the healthcare industry. We have been continuing our activities under the umbrella of BSH Home Appliances since 1995, positioning ourselves as a premium brand in Turkey. We broke new ground all over the world in home appliances, such as producing the first electric kitchen appliances in 1916, the first oven in 1935, 15-program washing machine in 1970, smart home appliances in 1984, the refrigerator with three climate zones in 1989, the first fully automatic espresso machine in 2008, the home appliances that communicate with each other in 2015, and the smart sensor technology in 2016. And we keep making progress… As the number one white goods brand in Germany and the Sunday leader, we will continue to produce innovative technologies with this heritage from the past and bring them together with our consumers.
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