Contenu connexe


Plus de Nattawut Huayyai(20)


Marketing techniques & selling techniques

  1. Marketing Techniques & Selling Techniques Damnern Kiatchoosakul
  2. 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 
  3. 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 
  4. 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
  5. Marketing Techniques 1. Understand customers   Most important stage Understand behaviors, demographics and requirements Source :
  6. 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
  7. Marketing Techniques 2. Observe Marketing Environment        Changing global circumstances ‘Scan’ external environment for opportunities and threats PEST Political Economic Social Technology
  8. Marketing Techniques 2. Observe Marketing Environment  Relative Market Share  RMS = Our Share / Top 3 Market Share Source :
  9. Marketing Techniques 2. Observe Marketing Environment  Product Life Cycle Source :
  10. Marketing Techniques 2. Observe Marketing Environment  5 Force Model (Michael E.Porter) Source :
  11. 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
  12. Marketing Techniques 3. Design product or service to meet customers  Market segmentation      Mass Local Individual Niche Customer segmentation     Geographic Demographic Psychographic Behavioristics
  13. 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
  14. 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
  15. 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
  16. 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
  17. Marketing Techniques 8. Pricing strategy    Powerful tools to achieve goals Don’t just set the price from cost + margin High – Low – Average
  18. 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
  19. 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?
  20. 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 
  21. End Part I Q&A
  22. Selling Techniques Making It Happen! Bill Morland Orange County SCORE Source :[370]114%20Selling%20UCI%20final.ppt
  23. 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
  24. Individual Purchase Process Love Buying Intention Shopping Consideration Awareness
  25. 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 
  26. What Do Customers Care About? THEMSELVES!! Wants, Needs, Desires
  27. What Do They Buy? SOLUTIONS!!
  28. 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. 
  29. The Value Equation Value = Benefit/Cost
  30. 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 
  31. 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 
  32. Prepare for the Sales Call Package yourself  No negatives  Research client  Be on time  Be observant 
  33. The Sales Presentation Approach  Present  Objections  Negotiations  Close 
  34. 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 
  35. 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 
  36. 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 
  37. 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 
  38. 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 
  39. 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 
  40. 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
  41. 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 
  42. 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 
  43. 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 
  44. 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 
  45. The Three Most Common Sales Mistakes Not listening to the buyer  Not asking for the order  Forgetting to sell existing customers 
  46. 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:
  47. 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.
  48. 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.
  49. 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
  50. 26 Questions that Sell  Buying History Questions         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?
  51. 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?
  52. Thank you. Q&A

Notes de l'éditeur

  1. This has come about, in part, due to the business paradigm shift experienced in many markets. In New Markets, we tend to talk about sellers markets- the seller has the power- demand outstrips demand.
  2. Three kinds of people: make happen, watch happen, what happened?? Sales is making it happen! Everyone is a salesperson—dating, getting a job, getting your son to clean his room, etc. Wouldn’t be here with out being able to sell. Everyone can sell—difference is motivation. Sometimes you don’t want to. Talk about Selling—3 biggest mistakes; do nothing else but these and you can sell. Ask questions---Burning questions??? Survey-how many are retail ie selling shoes at Nordstrom? How many retail –business to business ie copy machines? How many wholesale ie beauty supply distributor? How many OEM ie sell lumber to home builders.
  3. What are we talking about? Selling is the face-face meeting. But in order to sell you have to get face to face. We’re going to discuss how to get there. Usually sale people spend 5-10 % of their time face-face—remainder of the time is getting there. Selling is a numbers game. The more you are in front of buyers the more sales you will close. Therefore a lot of selling is being in the right place at the right time talking to the right person.
  4. Sell yourself—if you’re not sold no one else will be. BIG MISTAKE—talking in the third person. “They” have a good product. “They” will deliver this on Tuesday. Implies you don’t agree—You’re not sold! Only reason to use they is if you’re an independent sales agent—ie real estate, Know Product—Use it, ask questions, know what it can and can’t do for the client. Know how its made, know why its made, know the price, know why that’s the price. Know everything you can about your product or service. What are your strengths? What are your weaknesses? Know Comp.—Who are they, where are they, where are they in relation to you, what do they say about their product—about your product. How big are they. What is their strength? What is their weakness? How do you find out? Shop them—Have a friend shop them. Visit their website. Ask your customers. Ask them. Ask the trade publications. Sets your product apart—Your reason-to-be. Express features as benefits—Have them do this. Discuss importance of it. We attitude—discuss importance of it. Tell about office space in Chicago.
  5. Target—You must know who your potential customer is. Marketing can tell you—often its common sense. Skateboards don’t sell well to Sr. citizens. Criteria can be the customer you can use your product advantage. If you’re selling riding lawn movers, your customer is probably not in urban Orange County. But maybe it’s the county. Decision Maker—Talk to the right person. Nothings worse than “I’ll ask my boss and get back to you.” It is necessary sometimes to soothe egos etc. but don’t let it control your relationship with the customer. How to find him—ask! Ask the receptionist; look at the org. chart. Look at the web site. Ask other salespeople. Ask the client when you enter the office if they will be making the final decision. If not, see if you can get the other person involved. Funnel of Leads—Sales lead time. Some sales take longer than others. Selling aircraft to United is a long process, Selling candy to a kid is a short one. Chances are you’re in between. Think of leads as a funnel—know how many marketing units go into the top of the funnel to produce the required leads out of the bottom. Direct mail, telephone calls, cold calls etc. Consistency—Do what you do every day. Don’t miss a day. Plan your time. Make your phone calls, make your cold calls, whatever; but do it every day. Consistency is the most important key to long term sales success. Hire It--if you can’t/won’t hire it done. If it needs to be done for your business to be successful you must budget for it. Be realistic with yourself. If you don’t do phone, find someone who does and pay them. Don’t fool yourself.
  6. Package—how you dress, how you look. Call in New York on banks, wear a business suit—call on feed stores in Kansas, wear blue jeans. No negatives—people make up their minds in 30 seconds—be sure that you’re not putting out negatives. Research—Know all there is to know a bout the potential client. On time—enough said! Observant—learn as you approach the business. Cars in the parking lot, consition of facility, location, condition of lobby, etc
  7. Approach—confident—introduce—observe—state purpose of call—ask open ended question to involve buyer (Not “How are you”); more like “your company had a 10 % sales increase last quarter. How did you do that in this down economy? Ask if you have time parameters (even if he says yes, he won’t necessarily hold you to them) Use example Lucky buyer. Try to be sure decision makers are present. Present—tailor presentation to client. Ask questions, fined his problems and then show how your product will solve them.
  8. Approach—confident—introduce—observe—state purpose of call—ask open ended question to involve buyer (Not “How are you”); more like “your company had a 10 % sales increase last quarter. How did you do that in this down economy? Ask if you have time parameters (even if he says yes, he won’t necessarily hold you to them) Use example Lucky buyer. Try to be sure decision makers are present.
  9. Selling is finding out the problem and solving it. How important is the problem. Example; restaurants cleaning grease from drains.
  10. Trial close—May I send you 6 cases? Do you want to take one home? Stop selling—hardest thing to do but don’t sell past he point of making the sale. Examples—Fed-Mart, Photo Stores Don’t be afraid to ask why not.
  11. Either/or—Assumes the sale is made. Is that the only thing—roots out objections and means a commitment from the buyer Ask, Ask, Ask—close at least three times. Use example of kid in training school.