Imprinted items for your Marketing and Advertising projects
Week One Intro To Selling New Version Summer 2011
1. Professional Selling:
A Practical Approach
Class # X 460-16
Tuesday evenings - 6:30 – 9:30pm
June 21st – August 30th
6:30 – 9:30pm
Location: UCLA Campus Instructors:
Mark Stern - mhstern45@gmail.com
Room : Haines Hall A44 Dave Novak - dave@tradewindmarketing.com
2. Sales & Marketing Challenges
2010 and forward
“Every morning in Africa, a gazelle wakes up.
It knows it must run faster than the fastest lion or it will be killed.
Every morning a lion wakes up.
It knows it must outrun the slowest gazelle or it will starve to death.
It doesn’t matter whether you are a lion or a gazelle.
When the sun comes up, you better start running”
African Proverb, “The World Is Flat”
3. The Difference Between Good and Great
62% of Salespeople Fail to Ask for Commitment
86% of Salespeople Ask the Wrong Questions
82% of Salespeople Fail to Differentiate
99% of Salespeople Fail to Set the Right Call Objectives
95% of Salespeople Talk Too Much and Listen Too Little
The Five Critical Selling Skills
1 2 3 4 5
Gaining Questioning Sales Sales Call Presentation
Commitment Skills Process Planning Skills
*Source: The Sales Board: Action Selling
4. Why Choose Sales As A Career
An opportunity to make friends through relationship selling
Flexibility
Ability to move up within an organization
Always changing environment
Challenge of building market share
Introducing new products to market
Global Market Opportunities
An opportunity to earn big
6. The Cost Of A Sales Call
Do The Math
On average, a salesperson makes approximately 15 calls per week
This = 720 calls per year
If each call costs $107.00, this = $77,040.00 a year per salesperson
If you have 5 salespeople, your total sales expenses =
$385,200
7. The Cost Per Sale
By Industry:
Manufacturing $158.00
Retail $98.00
Service $106.00
Wholesale/Distribution $81.00
By Company Revenue:
Less than $4million $87.00
$4 million- $19.9 million $108.00
$20 million - $99.9 million $117.00
$100 million + $131.00
(Figures include salary, travel and entertainment expenses only)
*Source: Sales and Marketing Management Magazine
8. The Selling Concept
Sales & Marketing Working Together
Where marketing is the process of planning and execution, selling
is the process of motivating and inspiring the buyer to make a
purchase and developing relationships that result in repeat sales
and customer loyalty
Sales and Marketing departments must work together to assure
that the company is meeting the customer’s requirements and
providing customer satisfaction
9. Sales and Marketing As A Process
A process is a series of activities designed to produce certain
results
Allows you to produce and measure results
14. Traditional vs. 2011 Salesperson
Traditional Today’s Salesperson
Product oriented Customer oriented
Creates customers needs Motivates and inspires
customer
One-way communication
Two way communicator
Pushes products
Listens, learns and teaches
Sells products & services
Sells solutions
Short term sales
Long-term partnerships
No after sales follow-up
Emphasis on follow-up
Works alone
Works as part of a team
Customer service driven
= Trust-Based Selling
= Relationship Selling
15. The Four Stages Of A Buying Life Cycle
The sales person can approach the prospect/buyer at different
stages depending on where they are at in the buying process:
16. The Selling Concept
The Selling Concept - Do you have the tools to successfully be an
effective sales professional and create demand for your product or
service
Training & understanding what selling is
Concepts
Listening and communication skills
Researching and presentations
Being adaptable to different personalities
Developing relationships and long-term partnerships
Being passionate about your work
Customer service support
Commitment from top management
17. Selling “B2B”
When sales of products and services are sold directly to a business
Sales to resellers
Apparel products manufacturer sells to a retailer who then resells to
consumer
Sales to business users
Manufacturer sells directly to a business
i.e. G.E. sells parts to Boeing
Sales to institutions
Dell sells its products to UCLA
18. Selling Business to Business
“B2B”
Business marketing is the marketing of products and services to
other companies, government agencies, institutions and
organizations
Business marketing facilitates and supports other facilities and
operations in their business plans to provide product and service to
consumers, etc
19. Selling to Consumer Market
“B2C”
Consumer marketing is the process of planning activities that
move a product/service from the produce to the consumer
Approximately 45% of family expenditures are spent on product
and services directly to the consumer
20. Selling B2C
These sales jobs are selling products and services directly to the
end-user
Retailing
Real Estate
Multi-Level Marketing
Avon & Mary Kay
Supplemental Health Products
21. Total Quality Sales Process
Successful selling is the effective use of people, systems and
procedures
Customers
Sales & Inter- Management
Departmental Sales Support &
Support Process Commitment
Effective
Operating
Procedures
23. Consumers Buy To Satisfy Wants and Needs…
Solution Selling
Wants and needs are a mixture of rational and emotional factors
I want a car that gets good mileage – WANT
I need a hybrid car that gets 45-50 mpg – NEED
Good salespeople sell solutions and inform the buyer what the
product will do for them….. Not just what the product is
This washing machine has a faster spinning drum
This washing machine can save you time and money because it has
a faster spinning drum
25. Trust-Based Selling Characteristics
Expertise
Ability, knowledge and recourses to meet customers
expectations
Dependability
The predictability of your actions
Candor
Honesty of the spoken word
Customer orientation
Placing as much emphasis on the customer’s interest as your
own
Compatibility
Developing and maintaining a relationship with the buyer
Source: Professional Selling, A Trust-Based Approach
26. Relationship Selling
Loyal customers- it is more costly to develop new customers than
to retain and grow existing customers
Repeat sales
Brand loyalty
Trust
Communication that is pro-active rather than re-active
INCREASED REVENUES
Valued partnership
27. Discussion Question
Do you think that the internet will replace the role of a sales
person?
Sales people are born and not made…
How do you feel about this?
Selling is just a bag of tricks?
It’s all about price when it comes to selling?
28. What is your Purpose and Your Vision
“Living a life of integrity starts with making and keeping
promises, until the human personality, the senses, the
thinking, the feeling, and the intuition, are ultimately
integrated and harmonized”
Stephen R. Covey – Author, Philosopher and Motivational
Speaker
“Living With Passion – This is the core of the human spirit…If
we can find something to live for – if we can find some
meaning to put at the center of our lives- even the worst kind
of suffering becomes bearable.”
Victor Frankl- Neurologist, Psychiatrist, Holocaust Survivor
29. Why – Be – Do Process
Why defines your vision and purpose
Be defines how will you be, what you stand for
Do defines what will you do
Mark’s example:
* I am committed to being healthy, fit and energ etic s o that I will enjoy life
to the fulles t, focus ing my priorities on my family and friends . I will
do this by reg ularly exercis ing and eating healthy, loving and caring
about the world we live in and continuing to focus on my teaching
and mentoring throug h extens ion cours es . I am g rateful for my
s piritual teachers , family and friends and my bes t friend and
s oulmate.
S tudent Example:
* I commit to being the mos t kind, warm-hearted pers on, becaus e in
life, it’s all about relations hips that ultimately define our quality of life. I am in
balance, living a life of emotional, phys ical, s piritual, mental and financial luxury.
To do this , I will continue to challeng e mys elf to learn in my relations hips and
g row in my career, s ucces s fully taking on life’s trials that pres ent thems elves in
differing s hapes and forms .
30. WHY – BE – DO Process
Why defines your vision and purpose
Be defines how will you be, what you stand for
Do defines what will you do
Mark’s example:
* I am committed to being healthy, fit and energetic so that I will enjoy life
to the fullest, focusing my priorities on my family and friends. I will do
this by regularly exercising and eating healthy, loving and caring about
the world we live in and continuing to focus on my teaching and mentoring
through extension courses. I am grateful for my spiritual teachers, family
and friends ,and especially my soul mate and life partner, Kathy.
Student Example:
* I commit to being the most kind, warm-hearted person, because in life,
it’s all about relationships that ultimately define our quality of life. I am in
balance, living a life of emotional, physical, spiritual, mental and financial luxury.
To do this, I will continue to challenge myself to learn in my relationships and grow
in my career, successfully taking on life’s trials that present themselves in differing