marketing techniques & selling techniques
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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 nee
d to convert his product into cash; marketin g with the idea of satisfying the needs of th e customer by means of the product and th e cluster of things associated with creating,
- delivering, and finally consuming 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. Attract new customers by promising superior
value. 2. Keep and grow current customers by delivering
satisfaction.
OLD view of marketing:
Making a sale—“telling and
selling”
NEW view of marketing:
Satisfying customer needs
Marketing Techniques1. Understand customers
Most important stage Understand behaviors, demographics and
requirements
Source : http://www.marketing-made-simple.com/articles/quick-marketing-tips.htm
Marketing Techniques1. 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 Techniques2. Observe Marketing Environment
Changing global circumstances ‘Scan’ external environment for opportunities
and threats P E S T Political Economic Social Technology
Marketing Techniques2. Observe Marketing Environment
Relative Market Share RMS = Our Share / Top 3 Market Share
Source : http://mba.sorrawut.com/wiki/BCG_Model
Marketing Techniques2. Observe
Marketing Environment Product Life
Cycle
Source : http://www-rohan.sdsu.edu/~renglish/370/notes/chapt11/
Marketing Techniques2. Observe Marketing Environment
5 Force Model (Michael E.Porter)
Source : http://dc445.4shared.com/doc/nAYYRGF9/preview_html_175f285c.jpg
Marketing Techniques3. 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 Techniques3. Design product or service to meet
customers Market segmentation
Mass Local Individual Niche
Customer segmentation Geographic Demographic Psychographic Behavioristics
Marketing Techniques4. 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 Techniques5. 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 Techniques6. 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 Techniques7. 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 Techniques8. Pricing strategy
Powerful tools to achieve goals Don’t just set the price from cost + margin High – Low – Average
Marketing Techniques9. Be responsive to complaint
Respond quickly and positively – turn around dissatisfied customer
Handle well – loyal customer Handle wrong – bad stories spread out
Marketing Techniques10. 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, s
ervices 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
Training/Learning
Internal Meetings
Internal Reporting
AdministrativeActivities
Other AdministrativeActivities
CompensationTracking
InternalCommunications
Other/Ad hocReporting
Time and ExpenseReporting
Sales Reporting
Other Meetings
Marketing Meetings/Launches
Meetings with Direct Manager
Sales Team Meetings
Other Training
Technology/ToolsTraining
Product Training
Sales TrainingProspect/Customer
Identification
Product/Customer/Research Analysts/
Review
Competitor/IndustryResearch
Creating CallStrategy
Creating Meeting/Presentation Material
Proposal/PricingCreation
Contract Generation/Modification
Lining Up InternalResources
Account Setup
Order Tracking
Handling CustomerService (e.g. Billing Issues)
Future SalesForecasting
Win-Loss Analysts
Initial CustomerContact/Cold Calls
Lead Identification/Qualification
Meeting Scheduling
Creating Sales Plans
Sales Calls/MeetingsPresentations
Negotiation andFollow-up
Closing/Order Taking
Informal RelationshipBuilding/Networking
Product/ServiceImplementation
Customer ServiceAnd Support
Joint Marketingto end User
Gathering CustomerFeedback
ContinuedRelationship Building
Pre-Sales Activities
Sales Activities
Post-SalesActivities
Pre-Sales Activities
Sales Activities
Post-SalesActivities
Non-Customer-Facing
Internal/Non-Sales-Related
Customer-Facing
Prospect/Customer/Sales-Related
Source: Sales Executive Council and SEC Solutions research based on analysis of a number of member organisations
Individual Purchase ProcessIndividual Purchase Process
Love
ConsiderationShopping
IntentionBuying
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 What Do Customers Care About?About?
THEMSELVES!!Wants, Needs, Desires
What Do They Buy?
SOLUTIONS!!
What You Should Know About What You Should Know About Your CustomersYour 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-upSold: 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 T ips and Techniques
Listen to the emotional side of your prospect or client: M - - ay mention off hand that they are really stressed out about a particular project t
hey are working on 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. 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 t
hem. Once they realize that they don't need most of what you sold them, they'll feel bitt
er and resentful toward you for wasting their money and not looking out for their b est 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 T ips 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 re
ceived by your prospect. Using "you" and "yours," or "you'll find..." rather than "I think" or "Let me tell you a
bout," brings your message a little closer to home and may grab their attention m ore quickly.
Help your prospect see the bottom line: If you know your product can help clients save money, or increase profitability, the
n 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 impor
tant your product and its benefits are to your prospect. If you've listened to them and determined the need, but still aren't getting anywhe
re, find out if there are other elements of their business that are taking priority and pushing your sale aside.
If you know they have to implement a program before they can spend time consid ering (or funds purchasing) your product then you can schedule a call back at a lat
er 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 vol
unteered.
More Sales Tips and Techniques Know your prospect:
For example, you might bring up the fact that you saw they won an award at a regional m eeting 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 quali ty of their products.
Focus on why they should buy - not their objections: Bu ilding 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 t
he positive and reducing the importance of the negatives. Sell the benefits - not the product:
Y ou'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 communicat
e from anywhere. You are selling freedom to leave the confines of the office and still be a ccessible. You're selling the ability to have a more flexible work schedule. You're selling p
eace of mind for long trips. You're selling security. Get to the emotional or financial benef its 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 hostili
ties that can't be overturned.
More Sales Tips and Techniques Know your products, as well as the market - be a RESOURCE:
T o 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 tools to improve their busi
ness. You'll be rewarded over and over by loyal clients who trust your opinions and advice, and bu
y from you frequently. 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 s
omething you tell them you will do.. Focus on your client's success:
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, rather than using an excuse.
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 ty
pe]? 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
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?
Clarifying Questions 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