“ Sell This Place!”  Practical Lessons in  Promoting  Library Services Joanne P. Roukens, MLS [email_address]
What Do You Want in Life? Copyright, Joanne P. Roukens, 2011
What is Your Job? Copyright, Joanne P. Roukens, 2011
<ul><li>Your job is to help make your customers’ lives  easier , more  successful ,  happier  and  satisfying . </li></ul>...
Your Job  = Copyright, Joanne P. Roukens, 2011 Library services What your customers need
<ul><li>Satisfied customers are  </li></ul><ul><li>essential  to the success </li></ul><ul><li>of  any  organization. </li...
Program Objectives <ul><li>After this program, you will be able to: </li></ul><ul><li>Make every contact a potential “sale...
Bad Sales Encounters Copyright, Joanne P. Roukens, 2011
Good Sales Encounters Copyright, Joanne P. Roukens, 2011
Essential  Customer  Service Behaviors <ul><ul><li>A pproachable </li></ul></ul><ul><ul><li>A ttentive </li></ul></ul><ul>...
Sell the Relationship! Copyright, Joanne P. Roukens, 2011
Definitions of “Promote” and “Sell” <ul><li>To help  bring about  or  further the growth   or establishment of… </li></ul>...
Why “Sell” Services? What’s in it for … <ul><li>You </li></ul><ul><li>Your Organization </li></ul><ul><li>The Customer </l...
Demonstrate Your Impact! <ul><li>Make your case </li></ul><ul><li>Pitch your services </li></ul><ul><li>Sell your value </...
Benefits of  “Relationship Selling” <ul><li>Builds a lifetime connection </li></ul><ul><li>Offers good value for tax dolla...
Basic Sales Techniques <ul><li>Listen to needs and emotions </li></ul><ul><li>Focus on what you can provide </li></ul><ul>...
5 Stages of Selling <ul><li>Attention:  through advertising </li></ul><ul><li>Interest:  use an emotional appeal </li></ul...
Group Exercise Copyright, Joanne P. Roukens, 2011
What Services Can We Promote? Copyright, Joanne P. Roukens, 2011
Marketing Is… <ul><li>Finding out what people need </li></ul><ul><li>Giving it to them </li></ul><ul><li>Getting feedback ...
Marketing Asks… <ul><li>Who are we targeting? </li></ul><ul><li>What are we offering customers? </li></ul><ul><li>What dri...
Marketing Asks… <ul><li>What could we do better? </li></ul><ul><li>What should we  stop  trying to do? </li></ul><ul><li>H...
Public Relations is… <ul><li>Think well of us and think of us often ! </li></ul>Copyright, Joanne P. Roukens, 2011
Who Are We Selling To? Copyright, Joanne P. Roukens, 2011
Who Are We Selling To? <ul><li>Seniors </li></ul><ul><li>Families with young children </li></ul><ul><li>Non-English speake...
Who Are We Selling To? <ul><li>Current library users </li></ul><ul><li>Trustees & Friends of the Library </li></ul><ul><li...
Group Exercise Copyright, Joanne P. Roukens, 2011
Create a Sales Pitch <ul><li>Analyze their needs </li></ul><ul><li>Focus on what you can provide </li></ul><ul><li>Sell wh...
Digital Native
Digital Immigrant
<ul><li>What part of the future are  you  going to make  your new job ? </li></ul>Copyright, Joanne P. Roukens, 2011
“ If you don’t like change,  your going to like irrelevance even less!” - General Eric Shinseki, Chief of Staff,  U. S. Ar...
A Customer Focused Library <ul><li>Asks customers their expectations </li></ul><ul><li>Asks how you can communicate about ...
A Customer Focused Library <ul><li>Gives them what they want </li></ul><ul><li>Delivers exceptional service </li></ul><ul>...
We Need to: <ul><li>Take personal responsibility </li></ul><ul><li>Become “owners” of our library </li></ul><ul><li>Stand ...
“ What Am I Taking Away Today?” <ul><li>The word “Sell” is not a bad word </li></ul><ul><li>Relationship selling – lifetim...
Conclusion <ul><li>YOU   ARE THE LIBRARY   </li></ul><ul><li>- and  YOU  are necessary to its success. </li></ul>Copyright...
<ul><li>Your job is to help make your customers’ lives  easier , more  successful ,  happier  and  satisfying . </li></ul>...
Email address:  [email_address]   “ Sell This Place!” Practical Lessons in Promoting Library Services Joanne P. Roukens Co...
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Sell This Place - Practical Lessons in Promoting Library Services 07-27-11

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  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens Sell This House – AETV While the term “front line” initially was coined by the military to describe those troops at the forward-most point in the battlefield, literally the soldiers facing the opposing army, “front line” or “frontline” has more recently become an expression to describe those individuals who interact in the visible forefront of any situation. You interact with frontline people everyday. A few examples include the helpful sales clerk at your favorite retail store, the restaurant server who knows you like mustard on your turkey sandwich and the cashier you see so often at your grocery store. These people all interact on a personal level with you. The kind of service they give you directly impacts your opinion of their business and of the value you get for your money there. Your interactions with them shape your decisions about whether or not to be a continued customer.
  • What are goals, needs, want? What would you like to achieve, acquire, explore, find. &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • Describe to me what your job is? A few people, please tell me what you do every day, week, month? &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens Demonstrate every day the impact of your library on people’s lives.
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens High pressure selling
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens Building a relationship
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens Emphasize the personal behavior. What are some behaviors associated with good customer service. You should become aware of behaviors that exemplify good service. Fall into four areas (Reveal slide content: approachable, attentive, helpful and considerate.
  • The Nordstrom Way &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • Because each of you is the face of the library to your community, each of you influences what the community knows about the public library. All of you are perfectly situated to inform people about the library’s services as part of a common and naturally-occurring relationship. Whether or not your job puts you in direct contact with library customers, you can still talk to others (neighbors, relatives and friends) about what your library offers and your value as a library. &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens The library and the community it serves need each other. The library provides important free programs and services. It is the go-to place in the community for life-long learning for everyone, regardless of education, income or any other life circumstance. In return, public dollars come back to the library to support those programs and services. They encounter frontline employees – like you . It takes a lot more effort to gain a new customer than to keep an existing one. Repeat customers are spokes people for you library. The message of the library’s services must be spread by every library employee. Every staff member should think about the power of persuasion and be willing to communicate in a variety of ways. In the public library, e veryone is on the front line. Whether you have worked heer for 6 months or 30 years, you are part of an important team that provides incredible personal service every minute your doors are open and access to valuable online information after library hours.
  • One of the most feared words - sell, right next to public speaking If you are truly helpful, people will want to “buy” from you. People love to buy, but hate to be sold We are not talking about high pressure selling, but relationship selling. &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • Attention: You have to get the attention of your prospect through some advertising or prospecting method. Interest: Build their interest by using an emotional appeal such as how good they will look to their boss when they make this deal that will save the company thousands of dollars! Desire: Build their desire for your product by showing them its features and letting them sample or test-drive it. Conviction: Increase their desire for your product by statistically proving the worth of your product. Compare it to its competitors. Use testimonials from happy customers. Action: Encourage the prospect to act. This is your closing. Ask for the order. If they object, address their objections. There are then many variations of closing techniques that can help get the business. &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens Split into groups – optimum is groups of 5. Take 3 minutes to list all the services Westfield provides to the community. Or do as whole. Then list, then break up for what groups to promote to and create a simple sales pitch.
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens Create a simple sales pitch
  • &amp;quot;I Love This Place!&amp;quot; Joanne P. Roukens
  • &amp;quot;I Love This Place!&amp;quot; Joanne P. Roukens
  • &amp;quot;Sell This Place!&amp;quot; HRLC We can no longer afford to just be, we must be there with want they want.
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens Customer service can’t be something you just pay attention to this week or this month or this year. It needs to be ongoing. You need a plan, with goals and objectives and a timeline. You need to regularly schedule ways of asking your customers what they expect and need from their library. When was the last time you surveyed the citizens of your town about what they want from their library?
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens This is particularly true of the front line staff, who are often the first and last contact for customers. You can make something positive happen, you can make someone’s day - by being helpful, by listening and empathizing with an irate customer, by serving each other as we all work together to serve those who use our library.
  • &amp;quot;Sell This Place!&amp;quot; HRLC, Joanne P. Roukens
  • Sell This Place - Practical Lessons in Promoting Library Services 07-27-11

    1. 1. “ Sell This Place!” Practical Lessons in Promoting Library Services Joanne P. Roukens, MLS [email_address]
    2. 2. What Do You Want in Life? Copyright, Joanne P. Roukens, 2011
    3. 3. What is Your Job? Copyright, Joanne P. Roukens, 2011
    4. 4. <ul><li>Your job is to help make your customers’ lives easier , more successful , happier and satisfying . </li></ul>Copyright, Joanne P. Roukens, 2011
    5. 5. Your Job = Copyright, Joanne P. Roukens, 2011 Library services What your customers need
    6. 6. <ul><li>Satisfied customers are </li></ul><ul><li>essential to the success </li></ul><ul><li>of any organization. </li></ul>Copyright, Joanne P. Roukens, 2011
    7. 7. Program Objectives <ul><li>After this program, you will be able to: </li></ul><ul><li>Make every contact a potential “sale” </li></ul><ul><li>Promote services with ease </li></ul><ul><li>Connect customers to services </li></ul>Copyright, Joanne P. Roukens, 2011
    8. 8. Bad Sales Encounters Copyright, Joanne P. Roukens, 2011
    9. 9. Good Sales Encounters Copyright, Joanne P. Roukens, 2011
    10. 10. Essential Customer Service Behaviors <ul><ul><li>A pproachable </li></ul></ul><ul><ul><li>A ttentive </li></ul></ul><ul><ul><li>H elpful </li></ul></ul><ul><ul><li>C onsiderate </li></ul></ul>Copyright, Joanne P. Roukens, 2011
    11. 11. Sell the Relationship! Copyright, Joanne P. Roukens, 2011
    12. 12. Definitions of “Promote” and “Sell” <ul><li>To help bring about or further the growth or establishment of… </li></ul><ul><li>To further the popularity, sales, etc. of…by publicizing and advertising , to promote a product </li></ul><ul><li>Bring about, help in, or promote , the sale of … </li></ul>Copyright, Joanne P. Roukens, 2011
    13. 13. Why “Sell” Services? What’s in it for … <ul><li>You </li></ul><ul><li>Your Organization </li></ul><ul><li>The Customer </li></ul>Copyright, Joanne P. Roukens, 2011
    14. 14. Demonstrate Your Impact! <ul><li>Make your case </li></ul><ul><li>Pitch your services </li></ul><ul><li>Sell your value </li></ul>Copyright, Joanne P. Roukens, 2011
    15. 15. Benefits of “Relationship Selling” <ul><li>Builds a lifetime connection </li></ul><ul><li>Offers good value for tax dollars spent </li></ul><ul><li>Supports patrons’ needs </li></ul><ul><li>Separates you from the competition </li></ul>Copyright, Joanne P. Roukens, 2011
    16. 16. Basic Sales Techniques <ul><li>Listen to needs and emotions </li></ul><ul><li>Focus on what you can provide </li></ul><ul><li>Sell what you know </li></ul><ul><li>Sell the benefits, not the product </li></ul><ul><li>Follow through - make contact on a regular basis </li></ul>Copyright, Joanne P. Roukens, 2011
    17. 17. 5 Stages of Selling <ul><li>Attention: through advertising </li></ul><ul><li>Interest: use an emotional appeal </li></ul><ul><li>Desire: showcase features, sample or test-drive </li></ul><ul><li>Conviction: prove by comparison and testimonial </li></ul><ul><li>Action: encourage them to act </li></ul>Copyright, Joanne P. Roukens, 2011
    18. 18. Group Exercise Copyright, Joanne P. Roukens, 2011
    19. 19. What Services Can We Promote? Copyright, Joanne P. Roukens, 2011
    20. 20. Marketing Is… <ul><li>Finding out what people need </li></ul><ul><li>Giving it to them </li></ul><ul><li>Getting feedback </li></ul><ul><li>Revamping, if necessary </li></ul>Copyright, Joanne P. Roukens, 2011
    21. 21. Marketing Asks… <ul><li>Who are we targeting? </li></ul><ul><li>What are we offering customers? </li></ul><ul><li>What drives their decisions? </li></ul><ul><li>What is their library experience? </li></ul>Copyright, Joanne P. Roukens, 2011
    22. 22. Marketing Asks… <ul><li>What could we do better? </li></ul><ul><li>What should we stop trying to do? </li></ul><ul><li>How can we communicate better? </li></ul>Copyright, Joanne P. Roukens, 2011
    23. 23. Public Relations is… <ul><li>Think well of us and think of us often ! </li></ul>Copyright, Joanne P. Roukens, 2011
    24. 24. Who Are We Selling To? Copyright, Joanne P. Roukens, 2011
    25. 25. Who Are We Selling To? <ul><li>Seniors </li></ul><ul><li>Families with young children </li></ul><ul><li>Non-English speakers </li></ul><ul><li>Teenagers with homework </li></ul><ul><li>Small business owners </li></ul><ul><li>Elected officials </li></ul><ul><li>The media </li></ul>Copyright, Joanne P. Roukens, 2011
    26. 26. Who Are We Selling To? <ul><li>Current library users </li></ul><ul><li>Trustees & Friends of the Library </li></ul><ul><li>Faculty and students </li></ul><ul><li>Vendors </li></ul><ul><li>Funders </li></ul><ul><li>Staff & coworkers </li></ul>Copyright, Joanne P. Roukens, 2011
    27. 27. Group Exercise Copyright, Joanne P. Roukens, 2011
    28. 28. Create a Sales Pitch <ul><li>Analyze their needs </li></ul><ul><li>Focus on what you can provide </li></ul><ul><li>Sell what you know </li></ul><ul><li>Give the benefits </li></ul><ul><li>Make the connection and follow through </li></ul><ul><li>Demonstrate your value </li></ul>Copyright, Joanne P. Roukens, 2011
    29. 29. Digital Native
    30. 30. Digital Immigrant
    31. 31. <ul><li>What part of the future are you going to make your new job ? </li></ul>Copyright, Joanne P. Roukens, 2011
    32. 32. “ If you don’t like change, your going to like irrelevance even less!” - General Eric Shinseki, Chief of Staff, U. S. Army, quoted by Tom Peters
    33. 33. A Customer Focused Library <ul><li>Asks customers their expectations </li></ul><ul><li>Asks how you can communicate about services </li></ul><ul><li>Asks what services they need </li></ul>Copyright, Joanne P. Roukens, 2011
    34. 34. A Customer Focused Library <ul><li>Gives them what they want </li></ul><ul><li>Delivers exceptional service </li></ul><ul><li>Tells them about services </li></ul><ul><li>Refers them to services you can’t provide </li></ul>Copyright, Joanne P. Roukens, 2011
    35. 35. We Need to: <ul><li>Take personal responsibility </li></ul><ul><li>Become “owners” of our library </li></ul><ul><li>Stand in the customer’s shoes </li></ul><ul><li>Work as a team to achieve success </li></ul>Copyright, Joanne P. Roukens, 2011
    36. 36. “ What Am I Taking Away Today?” <ul><li>The word “Sell” is not a bad word </li></ul><ul><li>Relationship selling – lifetime connection </li></ul><ul><li>Basic sales techniques </li></ul><ul><li>Five stages of selling </li></ul><ul><li>How to create a sales pitch </li></ul>Copyright, Joanne P. Roukens, 2011
    37. 37. Conclusion <ul><li>YOU ARE THE LIBRARY </li></ul><ul><li>- and YOU are necessary to its success. </li></ul>Copyright, Joanne P. Roukens, 2011
    38. 38. <ul><li>Your job is to help make your customers’ lives easier , more successful , happier and satisfying . </li></ul>Copyright, Joanne P. Roukens, 2011
    39. 39. Email address: [email_address] “ Sell This Place!” Practical Lessons in Promoting Library Services Joanne P. Roukens Copyright, Joanne P. Roukens, 2011

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