target selling the breakthrough approach of today

1(c) copyright 2010 Dr

Wilfred Monteirowww.synergymanager.n

et

T A R G E TS E L L I N G ©

What is Selling ?

Selling is a process

of satisfying customer NEEDS

with product BENEFITS

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(c) copyright 2010 DrWilfred Monteiro

www.synergymanager.net

Selling is a process

of satisfying customer NEEDS

with product BENEFITS

C o m p a r i n g V a r i o u sG o - t o - M a r k e t A l t e r n a t i v e s

Advertising

Direct Mail

Internet

Telemarketing

Low Costper Exposure

Channel Partners

Social Media

Retailing

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PERSONAL Selling

Effectiveness

Efficiency

High Revenueper Exposure

Channel PartnersMultilevel Mktg

Surrogate Mktg

Retailing

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Examples of Personal Selling

Retail selling

Field selling

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Telemarketing

Inside selling

• 12 million people are engaged in personalselling in the United States

• Represents about 10% of the work force

PostPost--transaction:transaction:•• Reminder andReminder and

reassurancereassurance



Pre-transaction: Create recognition andCreate recognition and

info understandinginfo understanding



Relative Importance ofAdvertising and Personal Selling

AdvertisingAdvertising

PersonalPersonalsellingselling





AdvertisingAdvertisingPersonalPersonalsellingselling

Transaction:Transaction: PersuasionPersuasionTransaction:Transaction: PersuasionPersuasion



AdvertisingAdvertising

PersonalPersonalsellingselling

6(c) copyright 2010 Dr Wilfred Monteiro


Characteristics of Personal Selling

Flexibility• Adapt to situations• Engage in dialog

Can not reach massaudience Expensive per

contact Numerous calls

needed to generatesale Labor intensive

ConPro

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BuildsRelationships

• Long term• Assure buyers receive

appropriate services• Solves customer’s problems

Can not reach massaudience Expensive per

contact Numerous calls

needed to generatesale Labor intensive

ORDERGETTERS

Currentcustomers

Newcustomers

ORDERTAKERS

Inside Order Takers(via mail,telephone,internet)

Outside Field Sales

SUPPORTPERSONNEL

MissionarySalespersons

TradeSalespersons

TechnicalSalespersons

Types of Salespersons

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ORDERGETTERS

Currentcustomers

Newcustomers

ORDERTAKERS

Inside Order Takers(via mail,telephone,internet)

Outside Field Sales

SUPPORTPERSONNEL

MissionarySalespersons

TradeSalespersons

TechnicalSalespersons

What is Personal Selling?

• Personal selling is a promotional method in which oneparty (e.g., salesperson) uses skills and techniques forbuilding personal relationships with another party (e.g.,those involved in a purchase decision) that results inboth parties obtaining value.

• In most cases the “value” for the salesperson is realizedthrough the financial rewards of the sale while thecustomer’s “value” is realized from the benefits obtainedby consuming the product.

• However, getting a customer to purchase a product is notalways the objective of personal selling. For instance,selling may be used for the purpose of simply deliveringinformation

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• Personal selling is a promotional method in which oneparty (e.g., salesperson) uses skills and techniques forbuilding personal relationships with another party (e.g.,those involved in a purchase decision) that results inboth parties obtaining value.

• In most cases the “value” for the salesperson is realizedthrough the financial rewards of the sale while thecustomer’s “value” is realized from the benefits obtainedby consuming the product.

• However, getting a customer to purchase a product is notalways the objective of personal selling. For instance,selling may be used for the purpose of simply deliveringinformation

CUSTOMER:What’s so different about

the car you sell?

HENRY FORD:

I sell IT…….!

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CUSTOMER:What’s so different about

the car you sell?

HENRY FORD:

I sell IT…….!

Ask any sales leader about this and they willalways start with the right attitude. Every otheraspect of sales can be learnt on-the job, but whatcan’t be is the attitude, which translates into thepassion and the energy to convert every sales callinto meaningful business.”

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Ask any sales leader about this and they willalways start with the right attitude. Every otheraspect of sales can be learnt on-the job, but whatcan’t be is the attitude, which translates into thepassion and the energy to convert every sales callinto meaningful business.”

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W h a t i s

T A R G E T S E L L I N G ? ? ?

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Michael Treacy & Fred WiersemaThe Discipline of Market Leaders

CUSTOMERSNEEDS

FEATURES BENEFITS

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12345678

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12345678

12345678

12345678

Customer TypesCustomer Types

DifferentStrokesForDifferentFolks

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DifferentStrokesForDifferentFolks (c) copyright 2010 Dr

Wilfred Monteirowww.synergymanager.n

et

10 MYTHS ABOUT SELLING

10 myths that may be preventing you and your sales force fromreaching peak performance levels:

1. “Selling is selling - a good salesperson can sell anything.”2. “To get more orders, make more calls.”3. “Always call high.”4. “Use plenty of open questions - they’re more powerful than

closed questions.”5. “Close early and close often.”6. “You never get a second chance to make a first impression.”7. “Salespeople are born, not made.”8. “Welcome objections - they’re a sure sign of buyer interest.”9. “Never attack the competition.”10. “Give the most attention to your biggest accounts.”

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10 myths that may be preventing you and your sales force fromreaching peak performance levels:

1. “Selling is selling - a good salesperson can sell anything.”2. “To get more orders, make more calls.”3. “Always call high.”4. “Use plenty of open questions - they’re more powerful than

closed questions.”5. “Close early and close often.”6. “You never get a second chance to make a first impression.”7. “Salespeople are born, not made.”8. “Welcome objections - they’re a sure sign of buyer interest.”9. “Never attack the competition.”10. “Give the most attention to your biggest accounts.”

CAMPAIGN PLANNING QUESTIONS• How many times have you heard:• "You've got to drop your price by 10% or we will

have no choice but to go with your competition."• "You will have to make an exception to your policy if

you want our business."• "I know that you have good quality and service, but

so do your competitors. What we need to focus onhere is your pricing."

• "I agree that those special services you keep bringingup would be nice, but we simply don't have thefunds to purchase them. Could you include them atno additional cost?"

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• How many times have you heard:• "You've got to drop your price by 10% or we will

have no choice but to go with your competition."• "You will have to make an exception to your policy if

you want our business."• "I know that you have good quality and service, but

so do your competitors. What we need to focus onhere is your pricing."

• "I agree that those special services you keep bringingup would be nice, but we simply don't have thefunds to purchase them. Could you include them atno additional cost?"

CAMPAIGN PLANNING QUESTIONS

• What is the prospect's currentsituation? Ask this question to give yourself thelay of the land. Often your goals for the client,the value your services can offer the client, andyour action planning for the rest of the sales callcome out of your detailed knowledge of theprospect's situation.

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• What is the prospect's currentsituation? Ask this question to give yourself thelay of the land. Often your goals for the client,the value your services can offer the client, andyour action planning for the rest of the sales callcome out of your detailed knowledge of theprospect's situation.

CAMPAIGN PLANNINGQUESTIONS• What are my business development goals for this

client or prospective client?

• Different goals for your clients will make for very different salesconversations. Questions you can ask yourself will include:▫ Is this the 'discovery' meeting where we get to know each other and build

rapport while learning how I might be able to help them?▫ Am I reviewing the results from the previous year with a client and this is

the meeting where I 'resell' my value so the client stays loyal?▫ Am I trying to supplant a competitor?▫ Is this a current client where I work in one of their divisions and I would

like to get introductions into the other three divisions where I can alsohelp?

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• What are my business development goals for thisclient or prospective client?

• Different goals for your clients will make for very different salesconversations. Questions you can ask yourself will include:▫ Is this the 'discovery' meeting where we get to know each other and build

rapport while learning how I might be able to help them?▫ Am I reviewing the results from the previous year with a client and this is

the meeting where I 'resell' my value so the client stays loyal?▫ Am I trying to supplant a competitor?▫ Is this a current client where I work in one of their divisions and I would

like to get introductions into the other three divisions where I can alsohelp?

CAMPAIGN PLANNINGQUESTIONS

• What is my desired next outcome?• Sounds simple enough, but this question is so

often overlooked by professionals before theymeet with clients or prospects

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• What is my desired next outcome?• Sounds simple enough, but this question is so

often overlooked by professionals before theymeet with clients or prospects


• What are my relative strengths? In everysales situation various forces are working in yourfavor. Know what these forces are for thisparticular client or prospect situation so you canleverage them to help make the client moresuccessful. This will give you increased odds ofwinning the client.

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• What are my relative strengths? In everysales situation various forces are working in yourfavor. Know what these forces are for thisparticular client or prospect situation so you canleverage them to help make the client moresuccessful. This will give you increased odds ofwinning the client.


• What are my relative vulnerabilities? This is the corollary tonumber four above. Maybe you have less experience thanthe competition. Maybe another company is the incumbent serviceprovider and you are the challenger. Maybe you are usually at thehigher-end of the fee scale.

Knowing what your relative vulnerabilities are will allow you toprepare in advance to either turn them into advantages or at leastdiminish them as vulnerabilities.

With good preparation and call planning you can have yourresponses to 'objections' and tough questions at the ready when youneed them.

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• What are my relative vulnerabilities? This is the corollary tonumber four above. Maybe you have less experience thanthe competition. Maybe another company is the incumbent serviceprovider and you are the challenger. Maybe you are usually at thehigher-end of the fee scale.

Knowing what your relative vulnerabilities are will allow you toprepare in advance to either turn them into advantages or at leastdiminish them as vulnerabilities.

With good preparation and call planning you can have yourresponses to 'objections' and tough questions at the ready when youneed them.

CAMPAIGN PLANNINGQUESTIONS• What actions do I need to take before the next

call?We all have to-do lists that help us do what we need to get

done. By taking the time to answer questions 1 through5, your business development and sales call planning to-do list will be as good as it possibly can be because youractions will be:▫ Informed by the knowledge of your client's situation▫ Guided by your goals for the client from a business development

perspective▫ Built to help you achieve your desired outcomes▫ Planned with the knowledge of your relative strengths and

vulnerabilities in this particular business development situation•

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• What actions do I need to take before the nextcall?

We all have to-do lists that help us do what we need to getdone. By taking the time to answer questions 1 through5, your business development and sales call planning to-do list will be as good as it possibly can be because youractions will be:▫ Informed by the knowledge of your client's situation▫ Guided by your goals for the client from a business development

perspective▫ Built to help you achieve your desired outcomes▫ Planned with the knowledge of your relative strengths and

vulnerabilities in this particular business development situation•

Here are 10 quotes of mine I use when I’m working withsalespeople and companies on sales prospecting:

1. Until you contact the customer, you haven’t done anything.2. It’s prospects that buy; not suspects.3. Thinking about a prospect does not qualify as prospecting.4. Selling to your mother is not prospecting.5. Networking is not prospecting.6. The confidence you have going into the sales call will determine the

level of profit you have coming out.7. The number of sales calls it takes to close a sale is determined more

by your own belief system than by the customer’s willingness to buy.8. A prospect is not a prospect until they’ve shared with you a piece of

proprietary information.9. The most valuable part of the prospecting process is your own time.10.Answering the phone, and taking an order from a person who is

reaching out to you is not prospecting…it’s called customer service

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1. Until you contact the customer, you haven’t done anything.2. It’s prospects that buy; not suspects.3. Thinking about a prospect does not qualify as prospecting.4. Selling to your mother is not prospecting.5. Networking is not prospecting.6. The confidence you have going into the sales call will determine the

level of profit you have coming out.7. The number of sales calls it takes to close a sale is determined more

by your own belief system than by the customer’s willingness to buy.8. A prospect is not a prospect until they’ve shared with you a piece of

proprietary information.9. The most valuable part of the prospecting process is your own time.10.Answering the phone, and taking an order from a person who is

reaching out to you is not prospecting…it’s called customer service

What is an OBJECTION

• A true feeling about your product• A flaw in your presentation• A positive or negative reaction to your offer• A lack of needed information• A misunderstanding or doubt• A counter tactic to encounter a push• A BUYING SIGNAL

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• A true feeling about your product• A flaw in your presentation• A positive or negative reaction to your offer• A lack of needed information• A misunderstanding or doubt• A counter tactic to encounter a push• A BUYING SIGNAL

If you have any questions at allplease do not hesitate to send a

note or call.My email address is:

[email protected]

26

If you have any questions at allplease do not hesitate to send a

note or call.My email address is:

[email protected]



• is a nationally acclaimed

stalwart in the field of

business management

with an illustrious career

spanning over 25 years

• He is a consultant and

advisor to Board of

Directors of leading

companies & Chambers of

Commerce;

• a management trainer of

high repute who has

conducted over 2250

seminars in India and

abroad in areas of

business strategy,

marketing & organization

development.

• a Visiting Professor to

premier management

institutes and staff

training colleges

throughout India.

27

Dr WILFRED MONTEIRO (c) copyright 2010 DrWilfred Monteiro


• is a nationally acclaimed

stalwart in the field of

business management

with an illustrious career

spanning over 25 years

• He is a consultant and

advisor to Board of

Directors of leading

companies & Chambers of

Commerce;

• a management trainer of

high repute who has

conducted over 2250

seminars in India and

abroad in areas of

business strategy,

marketing & organization

development.

• a Visiting Professor to

premier management

institutes and staff

training colleges

throughout India.

website: www.synergymanager.net

▫ http://wilfredmonteiro.blogspot.in/▫ http://negotiating-wizard.blogspot.in▫ http://salescoach-india.blogspot.in▫ http://the-sales-champ.blogspot.in▫ http://salesforce-excellence.blogspot.in▫ http://strategic-selling.blogspot.in▫ http://hrm-excellence.blogspot.in▫ http://personal-growth-guru.blogspot.in▫ http://thegreatmanager.blogspot.in▫ http://leadership-by-values.blogspot.in▫ http://therightetiquette.blogspot.in

28Dr WILFRED MONTEIROplease view the blogspots I have developed for my participant ongoing learning

▫ http://wilfredmonteiro.blogspot.in/▫ http://negotiating-wizard.blogspot.in▫ http://salescoach-india.blogspot.in▫ http://the-sales-champ.blogspot.in▫ http://salesforce-excellence.blogspot.in▫ http://strategic-selling.blogspot.in▫ http://hrm-excellence.blogspot.in▫ http://personal-growth-guru.blogspot.in▫ http://thegreatmanager.blogspot.in▫ http://leadership-by-values.blogspot.in▫ http://therightetiquette.blogspot.in

website: www.synergymanager.net



CONTACT

Dr Wilfred MonteiroEMAIL: [email protected]

website:


SYNERGY MANAGEMENT ASSOCIATESsince 1993

HR Systems DesignPolicy Deployment

Talent Management innovationsBest Practices enablement

Competency based HRMH R Systems Metrics & Audit

29(c) copyright 2010 Dr Wilfred Monteiro
