Marketing Techniques &
Selling Techniques
Damnern Kiatchoosakul

Marketing vs. Selling
Selling focuses on the needs of the seller,
marketing on the needs of the buyer.
 Selling is preoccupied with the seller’s
need to convert his product into cash;
marketing with the idea of satisfying the n
eeds of the customer by means of the pro
duct and the cluster of things associated w
ith creating, delivering, and finally consum
ing it.” - Theodore Levitt


What is Marketing???
Peter Drucker’s Quotes
"Because the purpose of business is to
create a customer, the business enterprise
has two--and only two--basic functions:
marketing and innovation.
 The aim of marketing is to know and
understand the customer so well the
product or service fits him and sells itself.
 The aim of marketing is to make selling
unnecessary


Marketing Defined
Goals:
1.
2.
Attract new customers by promising superior
value.
Keep and grow current customers by delivering
satisfaction.
OLD view of
marketing:
NEW view of
marketing:
Making a sale
—“telling and
selling”
Satisfying
customer needs

Marketing Techniques
1.
Understand customers


Most important stage
Understand behaviors, demographics and
requirements
Source : http://www.marketing-made-simple.com/articles/quick-marketing-tips.htm

Marketing Techniques
1.
Understand customers

How? - Market Research

Desk Research





Existing market or solutions
Competition, actual and potential
Demographics
Source : Internet / Government / Organization /
Exhibition / Stakeholders , etc.
Field Research
 Experiment / Focus group
 Telephone / Online / Street Research
 Questionaires

Marketing Techniques
2.
Observe Marketing Environment







Changing global circumstances
‘Scan’ external environment for opportunities
and threats
PEST
Political
Economic
Social
Technology

Marketing Techniques
2.
Observe Marketing Environment

Relative Market Share

RMS = Our Share / Top 3 Market Share
Source : http://mba.sorrawut.com/wiki/BCG_Model

Marketing Techniques
2.
Observe
Marketing
Environment

Product Life Cycle
Source : http://www-rohan.sdsu.edu/~renglish/370/notes/chapt11/

Marketing Techniques
2.
Observe Marketing Environment

5 Force Model (Michael E.Porter)
Source : http://dc445.4shared.com/doc/nAYYRGF9/preview_html_175f285c.jpg

Marketing Techniques
3.
Design product or service to meet customers



From package to the way it is promoted
Don’t be trapped to make what you want to sell rather
than customer wants
Marketing Mix 4Ps or 7Ps







Product
Price
Place
Promotion
People
Process
Physical environment

Marketing Techniques
3.
Design product or service to meet
customers

Market segmentation





Mass
Local
Individual
Niche
Customer segmentation




Geographic
Demographic
Psychographic
Behavioristics

Marketing Techniques
4.
Ensure you are smooth and efficient



Process – Easy to do business with
Delight customer beyond just a duty
Word of mount is a powerful selling tool

Marketing Techniques
5.
Design Market Communication


Targeting
Advertising





Image
Message
Newspaper / TV / Trade / Magazines
Online
Use both emotional and rational arguments to
demonstrate what you are selling and WHY
they need it

Marketing Techniques
6.
Invest in People




People are most precious asset
From receptionist to salesman are motivated
Provide training & tools to do their job
Understand their role to do the work together

Marketing Techniques
7.
Make sure your shop front is immaculate



Good presentation is a huge influencing tool
Create trust and motivate staffs
Don’t lower standard of customer facing area

Marketing Techniques
8.
Pricing strategy



Powerful tools to achieve goals
Don’t just set the price from cost + margin
High – Low – Average

Marketing Techniques
9.
Be responsive to complaint



Respond quickly and positively – turn around
dissatisfied customer
Handle well – loyal customer
Handle wrong – bad stories spread out

Marketing Techniques
10.
Have a marketing plan



Put your strategy in written plan
Ensure all staffs understand company
direction
Ask yourself when develop the plan






Where are we now?
Where do we want to be?
What opportunities exist in the environment
How will we get there?
Who will do what?
How will we know we’ve arrived?

Marketing in summary
Research: Understanding what customers
(or potential customers) want
 Product Development: Creating products,
services and experiences that satisfy those
desires
 Communication: Letting customers know
that your products and services will satisfy
their desires


End Part I
Q&A

Selling Techniques
Making It Happen!
Bill Morland
Orange County SCORE
Source : http://merage.uci.edu/ResearchAndCenters/Beall/Resources/Documents/[370]114%20Selling%20UCI%20final.ppt

Sales Process
Customer-Facing
Non-Customer-Facing
Prospect/
Customer/
Sales-Related
Initial Customer
Contact/Cold Calls
Pre-Sales
Activities
Pre-Sales
Activities
Creating Sales Plans
Sales
Activities
Informal Relationship
Building/Networking
Proposal/Pricing
Creation
Product Training
Technology/Tools
Training
Other Training
Sales Team
Meetings
Internal Meetings
Meetings with
Direct Manager
Marketing Meetings/
Launches
Contract Generation/
Modification
Other Meetings
Sales Reporting
Account Setup
Customer Service
And Support
Joint Marketing
to end User
Competitor/Industry
Research
Lining Up Internal
Resources
Product/Service
Implementation
Post-Sales
Activities
Training/
Learning
Creating Meeting/
Presentation Material
Negotiation and
Follow-up
Closing/Order
Taking
Product/Customer/
Research Analysts/
Review
Creating Call
Strategy
Sales Calls/Meetings
Presentations
Sales
Activities
Sales Training
Prospect/Customer
Identification
Lead Identification/
Qualification
Meeting Scheduling
Internal/
Non-Sales-R
elated
Post-Sales
Activities
Internal Reporting
Order Tracking
Gathering Customer
Feedback
Future Sales
Forecasting
Win-Loss Analysts
Other/Ad hoc
Reporting
Handling Customer
Service (e.g. Billing Issues)
Continued
Relationship Building
Time and Expense
Reporting
Internal
Communications
Administrative
Activities
Compensation
Tracking
Other Administrative
Activities
Source: Sales Executive Council and SEC Solutions research based on analysis of a number of member organisations

Individual Purchase Process
Love
Buying
Intention
Shopping
Consideration
Awareness

What Is Selling?
The face to face meeting with your
prospect at the Intention or Buying level
 Getting there—right place, right time, right
person


What Do Customers Care About?
THEMSELVES!!
Wants, Needs, Desires

What Do They Buy?
SOLUTIONS!!

What You Should Know About Your
Customers
Target – Who are they – decision maker?
 Needs, Wants – What do you need to
solve?
 Value Perception – Their perceived value
equation.


The Value Equation
Value = Benefit/Cost

Before You Do Anything Else…
Sell yourself
 Know your product
 Know the value equation
 Know your competition
 Know why your customer should buy from
you instead of your competition


Getting In Position to Sell
Target your customer
 Know who is the decision maker
 Execute your plan consistently
 If you can’t/won’t do it, hire it done


Prepare for the Sales Call
Package yourself
 No negatives
 Research client
 Be on time
 Be observant


The Sales Presentation
Approach
 Present
 Objections
 Negotiations
 Close


The Approach
Eliminate possible distractions
 Lead with a question to involve client-and
don’t say “how are you?”
 State the purpose of call in terms of your
customers need
 Get agreement on the need


The Body of the Presentation
Use all senses possible
 Be aware of clues—body language,
questions, etc
 Sell benefits not features
 Make it logical and end by filling the need


Objections-Your Best Friend
Objections are the client telling you how to
sell them
 Restate the objection
 Answer in terms of your product’s benefits
 Move on


Negotiation
End body of presentation with trial close
 If you get a “yes”--stop selling and start
writing
 If you get a “no” ask “why not”
 Answer objection, negotiate, and trial
close again


Close
Either/or— ”would you like delivery on
Friday or next Monday”?
 “Is that the only thing that is stopping you
from buying”?
 Always, always ask for the order


Important Tips
Listen—listen more than you talk
 Never, never talk over the client-listen to
what he says
 Control the flow
 Always ask for the order - if you do
nothing else ask for the order
 Ask for referrals


Follow-up
Sold:
 Thank
 Restate terms etc
 You’ll stay in the
loop
Didn’t sell:
 Thank
 Restate need and
feature/benefit
 Leave a way back
in

Keep Records
Follow-up consistently
 Keep a tickler file
 Keep your promised dates
 Send correspondence about solutions to
their problems
 Follow-up, follow-up, follow-up


Keeping Your Customers
Never take them for granted
 Stay in touch
 Stress benefits of your product
 Ask them if they are happy—if not, FIX IT
NOW


Customer Service
Answer the phone
 No voice menus--no lengthy holds
 Resolve problems now
 Honor your time frames
 Complaints are your friend—you get to
show how good you really are


Handling Complaints
Don’t argue
 Apologize even if you’re not wrong
 Restate problem
 Give time frame to resolution
 If you can’t meet time, call and extend
 Let them know you care and that you are
involved


The Three Most Common Sales
Mistakes
Not listening to the buyer
 Not asking for the order
 Forgetting to sell existing customers


Basic (but Effective) Sales Tips and
Techniques

Listen to the emotional side of your prospect or client:


Make a note of this and see if there is anything you can do to assist them.

You may have another client who had a similar dilemma and found a good
solution.

Make those connections and help where ever you can.


May mention off-hand that they are really stressed-out about a particular project
they are working on
You'll be rewarded with loyalty from all of your clients.
Focus on your prospect or client's needs:

By selling them more than they need, you may be cutting off future relations
with them.

Once they realize that they don't need most of what you sold them, they'll feel
bitter and resentful toward you for wasting their money and not looking out for t
heir best interest.

They'll see you as a "salesperson" and not as a resource.
Source: http://www.investopedia.com/financial-edge/0412/4-common-sales-techniques-people-fall-for.aspx

Basic (but Effective) Sales Tips and
Techniques

Use language that focuses on your prospect or client:



Simply changing the way you speak may also make a difference in how you are
received by your prospect.
Using "you" and "yours," or "you'll find..." rather than "I think" or "Let me tell
you about," brings your message a little closer to home and may grab their atte
ntion more quickly.
Help your prospect see the bottom line:


If you know your product can help clients save money, or increase profitability,
then make sure they understand that.
Find out your prospect's priorities:

You can save yourself a lot of wasted time and effort by simply knowing how
important your product and its benefits are to your prospect.

If you've listened to them and determined the need, but still aren't getting
anywhere, find out if there are other elements of their business that are taking p
riority and pushing your sale aside.

If you know they have to implement a program before they can spend time
considering (or funds purchasing) your product then you can schedule a call bac
k at a later date that may stand a better chance of getting some attention.

To do this you have to ask the questions because the information is not always
volunteered.

More Sales Tips and Techniques

Know your prospect:



Focus on why they should buy - not their objections:



Building up the benefits associated with using your product, they will be
minimizing their resistance to it.
By focusing on what you know the prospect likes, you are building up the
importance of the positive and reducing the importance of the negatives.
Sell the benefits - not the product:



For example, you might bring up the fact that you saw they won an award at a
regional meeting then let them proceed to fill you in on the details.
You might also compliment them on the efficiency of their production system or
the quality of their products.
You're not selling your product, you're selling the benefits the product will
produce.
In other words, you're not selling digital phones, you're selling the ability to
communicate from anywhere. You are selling freedom to leave the confines of th
e office and still be accessible. You're selling the ability to have a more flexible w
ork schedule. You're selling peace of mind for long trips. You're selling security.
Get to the emotional or financial benefits and you're on to something!
Never rush the sale or the customer:

Rushing them instead of letting them come to their own decision to buy can
create hostilities that can't be overturned.

More Sales Tips and Techniques

Know your products, as well as the market - be a RESOURCE:



Follow through with promises:



If you do nothing else, do this. Always follow through with what you say you are
going to do. If you say you'll send a quote by Friday - DO IT! If you say you'll
check with someone else in your company about an issue that's come up - DO IT
!
There is no surer way to lose the faith of a prospect (or existing client) than to
forget to do something you tell them you will do..
Focus on your client's success:



To demonstrate that you not only know and understand your products and the
market, but can assist them in making good decisions and provide them with too
ls to improve their business.
You'll be rewarded over and over by loyal clients who trust your opinions and
advice, and buy from you frequently.
Not to beat a dead horse, but there is tremendous value in being a resource for
your client.
Make sure they understand that you want to see them succeed, not just sell
your products.
Use explanations rather than excuses:

If you do have to explain to a customer why there is a problem with their order,
their repair, their service, etc. Explain why the problem is there in the first place

26 Questions that Sell

Buying History Questions



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
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
What experiences, good or bad, have you had with this [product type] (e.g.
“What experiences, good or bad, have you had with buying cars?”)
When did you last buy a [product type]?
What process have you gone through in the past to buy a [product type]?
Has that process worked well for you? How/how not?
What have you already tried doing to fix the problem with your current [product
type]?
What have you purchased from us before?
How did that purchase go?
Purchase-Specific Questions







What prompted you to meet with me today?
What qualities do you look for in a [product type]?
Which quality is most important to you?
What don’t you like to have in a [product type]?
What is your timeline for buying a [product type]?
What is your budget?
Who else is involved in the purchasing decision?

26 Questions that Sell

Rapport-Building Questions





Clarifying Questions





How long have you been with the company? (for B2B sales)
Where did you buy that beautiful sofa? (B2C)
How old are your children? How many do you have? (If you see a photo)
What would you like this [product type] to do for you?
Tell me more about that.
Can you give me an example?
Can you be more specific?
How did that affect you?
Objection-Seeking Questions




What are your thoughts so far?
Do you have any concerns? What are they?
What other subjects should we discuss?
Is there any reason we shouldn’t move forward?

Thank you.
Q&A