2. Marketing = ?
Marketing is the sum of all activities that take you to a sales outlet. After that sales
takes over.
Marketing is all about creating a pull, sales is all about push.
Marketing is all about managing the four P’s –
product
price
place
promotion
3. The 4 Ps & 4Cs
Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer
Cost
Communication
Convenience
4. Difference between Marketing & Sales
1. trying to get the company produce
what the customer wants
2. Marketing is much wider & dynamic
than sales
3. Marketing revolves around needs &
interest of buyer
4. Marketing is outside-in perspective
5. Marketing creates PULL
6. Marketing involves a set of activities
7. Marketing is a process
1. trying to get the customer to
want what the company
produces
2. Sales is a narrow concept
3. Sales revolves around needs &
interest of seller
4. Selling is an inside-out
perspective
5. Selling is a PUSH
6. Sales is a part of marketing
process
7. Sales is the result of marketing
5. • You cannot do without either process
• Business growth is possible by strategically
combining both efforts
6. Types of Selling
1. The Instant Buddy
Salespeople who use this approach are warm
and friendly, asking questions and showing
interest in their prospects.
They try to connect on an emotional level
with a prospective customer.
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7. Types of Selling
2. The Guru
• They are more logical and less emotional.
• They position themselves as problem-
solvers, able to answer any question and
tackle any issue that the prospect lays before
them.
• The guru approach requires plenty of work
learning the relevant information and keeping
up with changes in your industry.
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8. Types of Selling
3. The Consultant
• This approach combines the 'guru' and 'buddy'
approaches.
• It requires a great deal of time and effort on a
salesperson's part.
• You must be both knowledgeable and able to
make an emotional connection with your
prospects.
• If you can manage both of these feats, your sales
will take off like a rocket.
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9. Types of Selling
4. The Networker
• The dedicated networker maintains a web of
friends, co-workers, salespeople from other
companies, customers and former
customers, and anyone else he meets.
• A strong enough network will create an
ongoing flow of warm leads that can provide
most or even all of the salesperson's needs.
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10. Types of Selling
5. The Hard Seller
Hard selling involves getting someone to buy a
product even though he doesn't want or need it.
No ethical salesperson should use a hard sell
approach.
The result is customer who never buy again
and, sooner or later, a bad reputation for the
company as a whole.
Stick with one or more of the first four approaches
– they are all both effective and ethical.
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12. Buyer Expectations
1. Customers Expect Solid Information.
Providing your customers with tangible information lets them know that you
value them and respect their ability to make sound decisions.
When they feel that they're respected, they're more open and willing to do more
business with your company.
2. Customers Expect Options.
Customers don't want to be told that there's only one way or one solution.
They'll respond positively when they're given options.
Options are essential because they create dialogue and discussion. Open
dialogue can lead to more sales.
13. Buyer Expectations
3. Customers Expect Single Source Service.
Customers don't want to be transferred to every unit of your business to have
their problems solved.
This means taking ownership of your customers requests, problem, etc., and
ensuring that their needs are met to their satisfaction.
4. Customers Expect Superior Communication.
If you tell them that you will call them back at a certain time, make sure that
you do.
Your responsiveness will create a bond of trust, and a
communication comfort level.
14. Buyer Expectations
5. Customers Expect Consulting.
You must take the time to ask pertinent questions .
This will demonstrate your ability and knowledge as well as your intent to spend the
necessary time with them to meet their specific needs.
6. Customers Expect A Seamless Relationship.
The best businesses are those that believe in going the extra
mile for their customers.
Building a relationship with your customers built on mutual trust and respect takes time
and effort, but remember retention is the best method of building profit.
15. Meeting these expectations will cement
your relationships, increase customer
satisfaction, and retain them in
business.
16. Automobile Repair
• Be Competent
• Explain Things
• Be respectful
• Fix it Right the First Time
• Explain why the suggested
repairs are required
• Don’t treat me as a dumb
female
17. Automobile Insurance
• Keep me informed
• Be on my side
• Keep the promise
• Provide prompt service
I shouldn’t have to learn about
insurance law changes from
the newspaper
I don’t want them to treat me
like a criminal just because I’ve
a claim
Protect me from Catastrophe
I want fast settlement of my
claims
18. Hotel
• Provide a clean room
• Provide a secure room
• Keep the Promise
• Be Flexible
• Clean & Hygienic
• Good bolt & peephole on
the door
• Prompt service
• In case I need extra services
19. Customer Loyalty Vs. Satisfaction
Customer
Expectations
Not meeting
expectations
Meeting
expectations
Exceeding
expectation
Customer
Satisfaction
Dissatisfaction
Satisfaction, but
“taken for granted”
Enthusiasm &
Surprise
Customer
Loyalty
Defection
Variety Seeking
Customer Loyalty
