the forgotten buying principles
TRANSCRIPT
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The 5 Forgotten Principles of Selling
a marketing perspective
email: [email protected]
Saturday, 20 December 2014
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"Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust."
-Zig Ziglar
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The good news:everyone wants to buy
something
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Why you are struggling to sell:the too syndrome
• Too many confusing sales practices and formulas
• Too many people you want to sell to
• Too many things you want to sell
• Too many channels you want to use
• Too similar products / services as the competition
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Or maybe you’re just trying too hard!
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Where is selling in the hierarchy of business
activities
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Let’s organise the business into 3 main
activities (we know it’s more than that)
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Where is selling in the hierarchy
Sales Marketing Delivery
They’re equal in stature and emphasis. Sounds about right, doesn’t it?
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Sales Marketing Delivery
Does this equation make greater sense?
Seems like it. After-all, doesn’t sales impact revenue?
But most small businesses are likely to organise it this way
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It does!
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However, it doesn’t reflect profitability. As a going concern, profitability is key. It
impacts the sustainability of the business.
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Thinking sell to increase sales may not produce the desired results.
Interestingly it may lead to more struggles.
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How can we overcome this dilemma
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Start with a paradigm shift:Think DifferentThink Marketing
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Where selling should be in the hierarchy
SalesMarketing Delivery
Great marketing generates sales
Great delivery of
your product
generates sales
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Sales is an OUTCOME; not an activity in itself
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So what are the forgotten principles of selling from a
marketing perspective?
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The 1st Principle
• You don’t have to sell
• You’ll have to be where people are ready to BUY
• Know your target segment well
• Engage them
• Educate them
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The 2nd Principle
• They’re not really interested in how good your product is; they’re interested in how different it is first and foremost
• That’s marketing’s job: to position the idea in the minds of the consumer
• Make your idea unique
• Unique proposition, unique presentation
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The 3rd Principle
• They’re not buying features,i.e,how fantastic your product is
• They’re buying SOLUTIONS to a perceived problem (WANTS!)
• How can you make their everyday lives better, different
• What is emerging in the sociomarketing environment
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The 4th Principle
• People buy with their hearts and minds
• We’re emotional, not irrational
• We’re more right than left brain in buying behaviour
• Trigger the senses, and the emotions follow
• Sell experiences
• Every touchpoint matters
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The 5th Principle
• Price is a gate, not a barrier
• You’ve got to make it easy for them to buy, not cheap for them to buy
• Tier your offer-pricing
• Develop packages
• Give them the flexibility to buy / pay
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A marketing centric sales plan generates higher ROI.
A unique and compelling positioning strategy will trigger the interest.
Why a marketing centric plan
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Why a sales-centric business can be risky
• We risk engaging in superlative marketing
• We risk undermining the value of the business, products / services
• We risk diluting the uniqueness of the proposition
• We risk the potential of scaling up the value chain
• We risk the profit potential of the business
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Conclusion:how the sales queue is formed
• Think marketing
• Think target segment
• Think positioning
• Think what’s-in-it-for-me (the consumer)
Saturday, 20 December 2014