Basis Marketing Sdn Bhd 19 July 2008 Success in Sales & Marketing Introduction and Overview on success in sales and marketing

Congratulations. You are going to die.

Congratulations.

You are going to die.

Congratulations. You are going to die Every year is a game The objective of game is to build up your “Achievement CV” from Jan 1 to Dec 31. How much difference can you make to yourself, others, company? How much difference did you make last year? Forget about last year, its past, even if you did very good or very bad This is a New Year. So we have to start with a New Beginning.

Every year is a game

The objective of game is to build up your “Achievement CV” from Jan 1 to Dec 31.

How much difference can you make to yourself, others, company? How much difference did you make last year?

Forget about last year, its past, even if you did very good or very bad

This is a New Year. So we have to start with a New Beginning.

Why are you here? You are good. That is already proven. But being good is not enough.

A. Begin with your Dream, your Goal

Begin with your Dream, your Goal What do you really want? Aim for more. It is better to aim 100 and get 50, than to aim 10 and get 10. No one will give to you your dream. You have to get it yourself! It’s never too late to start. What price are you willing to pay to get your dream? Don’t let anyone look down on you.

What do you really want?

Aim for more. It is better to aim 100 and get 50, than to aim 10 and get 10.

No one will give to you your dream. You have to get it yourself!

It’s never too late to start.

What price are you willing to pay to get your dream?

Don’t let anyone look down on you.

B. Begin with your Attitude

Begin with your Attitude It is difficult to list down Good Attitudes. It is easier to list down Bad Attitudes Complaining Openly criticizing Refuse to listen to advice Think you are the best Refuse to improve yourself Always think you are right, everyone else is wrong Thinking that everyone owe you something

It is difficult to list down Good Attitudes. It is easier to list down Bad Attitudes

Complaining

Openly criticizing

Refuse to listen to advice

Think you are the best

Refuse to improve yourself

Always think you are right, everyone else is wrong

Thinking that everyone owe you something

Begin with your Attitude Be careful of the ‘us’ vs ‘them’ thinking. Serve before expecting to be served Have high standards for yourself Never complain about how hard you work

Be careful of the ‘us’ vs ‘them’ thinking.

Serve before expecting to be served

Have high standards for yourself

Never complain about how hard you work

C. Begin with your Habits

Begin with your Habits Steps to Success… Your success depends on what you do. What you do depends on who you are. Who you are depends on Habits What we do, say and think is 90% controlled by habits.

Steps to Success…

Your success depends on what you do.

What you do depends on who you are.

Who you are depends on Habits

What we do, say and think is 90% controlled by habits.

Begin with your Habits Control your habits, and you can control your Success. Failure is also because of habits. Develop the right Habits – SALES HABITS

Control your habits, and you can control your Success.

Failure is also because of habits.

Develop the right Habits – SALES HABITS

D. Begin with Relationships

Managing your Relationships Basics of Relationships Why? Good performance & skill won't get you very far. You need others to succeed Five Rules for Successful Relationships: Be Yourself Be of Value Be Consistent Be Truthful Do What You Say

Basics of Relationships

Why?

Good performance & skill won't get you very far. You need others to succeed

Five Rules for Successful Relationships:

Be Yourself

Be of Value

Be Consistent

Be Truthful

Do What You Say

Managing your Relationships Basics of Relationships You cannot get people to listen to you if they don't like you. And if they don’t listen to you, you won’t accomplish anything! Relationships = Expectations. You must know the expectations and manage those expectations.

Basics of Relationships

You cannot get people to listen to you if they don't like you.

And if they don’t listen to you, you won’t accomplish anything!

Relationships = Expectations.

You must know the expectations and manage those expectations.

Managing your Relationships: People Skills People are interested in themselves, not in you What is the most interesting subject in the world to them? THEMSELVES Take four words out of your vocabulary: “I, me, my, mine” and substitute for the most powerful word: “YOU” Remember that the more important you make people feel, the more they will respond to you. Avoid arguing.

People are interested in themselves, not in you

What is the most interesting subject in the world to them? THEMSELVES

Take four words out of your vocabulary: “I, me, my, mine” and substitute for the most powerful word: “YOU”

Remember that the more important you make people feel, the more they will respond to you.

Avoid arguing.

Communication SF LINA L isten with interest and praise make the person feel I mportant use their N ame A sk questions

Personality SF S + FH + C S mile F irm H andshake C ompliment

E. Begin with your Potential

How to reach your maximum potential G row up U nderstand Yourself I nvest in Yourself E liminate “Cannot be Done” “ Y ou are being observed all the time”

G row up

U nderstand Yourself

I nvest in Yourself

E liminate “Cannot be Done”

“ Y ou are being observed all the time”

“ E verything depends on Relationships” C hoose your close Friends S erve C ontrol and use your Emotions D iscipline How to reach your maximum potential

“ E verything depends on Relationships”

C hoose your close Friends

S erve

C ontrol and use your Emotions

D iscipline

“ You will be same person in five years except for the people you meet and the books you read” Charlie “Tremendous” Jones

Marketing. Why should I buy from you? Next Stop…. The Art and Science of Creating Excuses to Buy

“ Cow don’t drink water, cannot push cow head down” Chinese Proverb

Marketing vs. Sales Target Customers Sell to Target Customers Create Message Deliver Message Sales Marketing

Real Life Marketing Objective “ Get more people, to buy more things, more frequently, at higher prices.” Sergio Zyman “ Retention and Loyalty are useless if No Conversion is happening.”

Philosophy Loyalty is Useless… Virtual Consumption vs. Real Consumption

Loyalty is Useless…

Virtual Consumption vs. Real Consumption

Philosophy Loyalty is misleading… Heavy Consumption ≠ Loyalty Loyalty ≠ Heavy Consumption

Loyalty is misleading…

Heavy Consumption ≠ Loyalty

Loyalty ≠ Heavy Consumption

Philosophy Loyalty = Relationship (something like Dating) Loyalty ≠ Points Loyalty ≠ Redemption Loyalty = Get more people, to buy more, more frequently, at higher prices

Loyalty = Relationship (something like Dating)

Loyalty ≠ Points

Loyalty ≠ Redemption

Loyalty = Get more people, to buy more, more frequently, at higher prices

Marketing = War Two countries fighting for the same land. Zero sum game. It’s either theirs or ours. The sub goal is to get customers to: Switch from the competitor to us, OR to get non-customers to try our products.

Two countries fighting for the same land.

Zero sum game. It’s either theirs or ours.

The sub goal is to get customers to:

Switch from the competitor to us, OR

to get non-customers to try our products.

Positioning “ Hope is not a strategy” John Maxwell

“ Hope is not a strategy”

John Maxwell

Positioning For who? – Segmentation, Targeting Your Offer? Key Differentiator? www.myCNI.com.my

For who? – Segmentation, Targeting

Your Offer?

Key Differentiator?

Dilbert ® on ‘Targeting’ Customers Smart Dumb Rich Poor No Start No Goal!

Why ‘Target’? MAS vs. Air Asia McDonald’s vs. TGIF Starhill vs. Chee Cheong Kai Save Time Save Energy Save Money

MAS vs. Air Asia

McDonald’s vs. TGIF

Starhill vs. Chee Cheong Kai

Typical Targeting Demographic/Industry segmentation Income/Size segmentation

Demographic/Industry segmentation

Income/Size segmentation

Demographic Segmentation - General Veterans (Pre-Boomers) 1934-1945 Boomers 1945-1960 Gen X (Cusper, Buster) 1960 - 1980 Gen Y (Millennials, Netster) 1980+

Demographic Segmentation - others Women, Working Mothers Youtube generation Working retired Social Activists Work/Life balancers Industry

Women, Working Mothers

Youtube generation

Working retired

Social Activists

Work/Life balancers

Industry

Income Groups Expensive, cutting edge, private funds Government priority, high subsidy, rural locations, cheap No money for high-end, no access to low-end Urban, Affluent Middle Class Poor, Rural

Target: Customer Types Don’t know you Know you, Buy from you Know you, don’t buy from you Know you, Hate you You need to have a different strategy for each of these types

Don’t know you

Know you, Buy from you

Know you, don’t buy from you

Know you, Hate you

Target: Customer Types Buy From you Loyal Swing Former Opposition Again: different type, different strategy

Sample Strategies for ‘Swing’ Increase switching costs Mega packages Community Reward programs (Points) Membership Subscription Email communication Newsletters Personalized alerts Survey Suggestion Box Switching Techniques (e.g. Balance Transfer of credit cards)

Increase switching costs

Mega packages

Community

Reward programs (Points)

Membership Subscription

Email communication

Newsletters

Personalized alerts

Survey

Suggestion Box

Switching Techniques (e.g. Balance Transfer of credit cards)

Target: Decision Chain Influencer Buyer User Again: different type, different strategy

Target: Not Covered** Product (features) Pricing (how much to sell) Place (where to sell) Promotion (incentive to buy)

Product (features)

Pricing (how much to sell)

Place (where to sell)

Promotion (incentive to buy)

KEY MESSAGES Who am I? What do I offer? Support? End benefit(s) Tagline: In other words: “ Why should I buy from you?”

Who am I?

What do I offer?

Support?

End benefit(s)

Tagline:

MESSAGE: Basics & Differentiators Segments Targets Targets Basics Differentiators

The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Mass Traditional, In-home, Out-Of-Home Mass Unconventional Mass Online

The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Mass Targeted Conventional Mass Targeted Online

The Right Tools for the Job Reach of Communication Quality/Intensity of Communication Personal (exp) Personal (info) Impersonal (info) Individual Mass Individual Targeted Conventional Individual Targeted Online Contests One-on-One

Summary of Marketing Target Message Delivery Tool

Improve Sales. Kill the Competition. Enjoy Life. And now for…. Laws, Tips and Techniques for Boosting Sales Performance

What business are you in? But first… What are you selling?

Marketing vs. Sales Target Customers Sell to Target Customers Create Message Deliver Message Sales Marketing

Sales Mindset If I don’t get it done, they will get someone else to do it Overall/Ultimate end-objective Accountability Positive persistence Failure acceptance

If I don’t get it done, they will get someone else to do it

Overall/Ultimate end-objective

Accountability

Positive persistence

Failure acceptance

Sales Mindset Partnerships win – some else always wants what you have and vice versa Ready to Sacrifice There are always people better than you Learn, before you need it There will always be jerks in your way

Partnerships win – some else always wants what you have and vice versa

Ready to Sacrifice

There are always people better than you

Learn, before you need it

There will always be jerks in your way

Universal Law Law of the Ping-Pong Ball a.k.a. Law of Cause and Effect

Law of ‘Averages’ Sales has always been a numbers game 20/12/8/3 Go Wide, Dig Deep

Sales has always been a numbers game

20/12/8/3

Go Wide, Dig Deep

Law of Averages in Action 20 contacts = 3 presentations 3 presentations = 1 sale 1 sale = RM120 What is your sales statistic? RM120/sale, RM0/two others? RM6 per contact?

20 contacts = 3 presentations

3 presentations = 1 sale

1 sale = RM120

What is your sales statistic?

RM120/sale, RM0/two others?

RM6 per contact?

Law of Buy-in People will always buy ‘You’ first, before they buy the product Respect, Credibility, Trust, Love/Hate

People will always buy ‘You’ first, before they buy the product

Respect, Credibility, Trust, Love/Hate

Law of Annoyance Things our prospects and customers wish we wouldn’t do that really annoys them: pushy. call too much. disrespectful of their time. keep calling if they say they’re not interested. appear not to understand them, don’t listen. don’t know about our own products/ services. rude, arrogant, or inattentive. vague or unclear. won’t take no for an answer.

Things our prospects and customers wish we wouldn’t do that really annoys them:

pushy.

call too much.

disrespectful of their time.

keep calling if they say they’re not interested.

appear not to understand them,

don’t listen.

don’t know about our own products/ services.

rude, arrogant, or inattentive.

vague or unclear.

won’t take no for an answer.

Law of 24/7 In sales, there is no such thing as 9-to-5 job Sales is a 24 hours, 7 days a week ‘life’ You never stop ‘selling’

In sales, there is no such thing as 9-to-5 job

Sales is a 24 hours, 7 days a week ‘life’

You never stop ‘selling’

Law of Q&A No one likes to listen to ‘sales talk’ The more QUESTIONS you ask, the more sales you get

No one likes to listen to ‘sales talk’

The more QUESTIONS you ask, the more sales you get

Law of the Panadol Creative solutions for customers will always come from the ‘problems’ Sales is about ‘solving the problem’ not selling the solution Example: We do not sell Panadol. We sell quick headache relief in 30 seconds.

Creative solutions for customers will always come from the ‘problems’

Sales is about ‘solving the problem’ not selling the solution

Example: We do not sell Panadol. We sell quick headache relief in 30 seconds.

Law of Momentum Never aim for the Big Bang. There is no such thing. Achievement comes from building momentum “Start Small, Grow Fast, Make Money”

Never aim for the Big Bang. There is no such thing.

Achievement comes from building momentum

“Start Small, Grow Fast, Make Money”

Law of Clarity A confused prospect will never buy Avoid ‘jargons’ and ‘features’ and ‘latest this and that…’ Do not assume they understand you.

A confused prospect will never buy

Avoid ‘jargons’ and ‘features’ and ‘latest this and that…’

Do not assume they understand you.

How not to talk to Retail External Parties “ The holder [of a CAB certificate] may continue to serve regularly any point named herein through the airport last regularly used by the holder to serve such point prior to the effective date of the certificate. Upon compliance with such procedures relating thereto as may be prescribed by the Board, the holder may, in addition to the services hereinabove expressly prescribed, regularly serve a point named herein through any airport convenient thereto.” Civil Aeronautics Board, 1977 www.myCNI.com.my www.OOBEY.com

“ The holder [of a CAB certificate] may continue to serve regularly any point named herein through the airport last regularly used by the holder to serve such point prior to the effective date of the certificate. Upon compliance with such procedures relating thereto as may be prescribed by the Board, the holder may, in addition to the services hereinabove expressly prescribed, regularly serve a point named herein through any airport convenient thereto.”

How not to talk to Retail External Parties “It has been determined not to be in the public interest that United Airlines continue to provide air transportation services between San Diego and San Antonio” “ I forbid United Airlines to fly between San Diego and San Antonio” www.myCNI.com.my www.OOBEY.com

“It has been determined not to be in the public interest that United Airlines continue to provide air transportation services between San Diego and San Antonio”

Law of Powerpoint Two major problems with people who always use slides: Do not know how to use them Talking too much DO NOT talk to the slides when presenting. DO NOT fit many things into one page DO NOT get fancy with slide transitions, builds and other custom animations

Two major problems with people who always use slides:

Do not know how to use them

Talking too much

DO NOT talk to the slides when presenting.

DO NOT fit many things into one page

DO NOT get fancy with slide transitions, builds and other custom animations

Law of the 3-point Plan List (A, B, C) Plan Convert (A, B, C)

List (A, B, C)

Plan

Convert (A, B, C)

Law of No ‘No’ Try not to get the prospect to say ‘No’ ‘Always use the Temperature Test Some Trial Questions: "How does it sound so far?" "Does that make sense?" "Is this what you're looking for?" "What do you think?" "How close do you feel this comes to meeting your needs?"

Try not to get the prospect to say ‘No’

‘Always use the Temperature Test

Some Trial Questions:

"How does it sound so far?"

"Does that make sense?"

"Is this what you're looking for?"

"What do you think?"

"How close do you feel this comes to meeting your needs?"

Law of Belief Never assume they believe you Tell them only as much as they’ll believe Point out the disadvantages Use precise numbers If you have something to gain, let them know Use the power of the printed word Let them know who else says so

Never assume they believe you

Tell them only as much as they’ll believe

Point out the disadvantages

Use precise numbers

If you have something to gain, let them know

Use the power of the printed word

Let them know who else says so

Law of Comparison Comparison . When Others Are Doing It, You Should, Too. We view a behavior as correct in a given situation to the degree we see others performing it

Comparison . When Others Are Doing It, You Should, Too.

We view a behavior as correct in a given situation to the degree we see others performing it

Law of Authority Authority . When the Source Is An Authority, You Can Believe It. Humans by nature have a deep-seated sense of duty to authority.

Authority . When the Source Is An Authority, You Can Believe It.

Humans by nature have a deep-seated sense of duty to authority.

Law of Reciprocity Reciprocity . When Someone Gives You Something, You Should Give Something Back. We should try to repay, in kind, what another person has provided for us

Reciprocity . When Someone Gives You Something, You Should Give Something Back.

We should try to repay, in kind, what another person has provided for us

Law of Consistency Commitment/Consistency . When You Take A Stand, You Should Be Consistent. Once we make a choice or take a stand (commitment), we will encounter personal and interpersonal pressures to behave consistently with that commitment (consistency). Involvement and Buy-in

Commitment/Consistency . When You Take A Stand, You Should Be Consistent.

Once we make a choice or take a stand (commitment), we will encounter personal and interpersonal pressures to behave consistently with that commitment (consistency).

Involvement and Buy-in

Law of Scarcity Scarcity . When It Is Rare, It Is Good Opportunities seem more valuable to us when they are less available. Things that can be scare: time, money, opportunity, physical

Scarcity . When It Is Rare, It Is Good

Opportunities seem more valuable to us when they are less available.

Things that can be scare: time, money, opportunity, physical

Law of Self Perception Self perception . We learn about ourselves by observing our own behavior. If we observe ourselves doing some thing then we reason that we must like the thing.

Self perception . We learn about ourselves by observing our own behavior.

If we observe ourselves doing some thing then we reason that we must like the thing.

Door-in-the-face (DITF) Make a LARGE request, then when it is refused, make a smaller (real) request First Step Second Step get No! (large request) get Yes! (real request) Why DITF works? Reciprocity . Contrast

Make a LARGE request, then when it is refused, make a smaller (real) request

First Step Second Step

get No! (large request) get Yes! (real request)

Why DITF works?

Reciprocity .

Contrast

Foot-in-the-door (FITD) First make a SMALL request, then when granted, make a larger (real) request First Step Second Step get Yes! (small request) get Yes! (real request) Example: Blood Donation Why FITD works? Commitment/Consistency, Self perception, Contrast

First make a SMALL request, then when granted, make a larger (real) request

First Step Second Step

get Yes! (small request) get Yes! (real request)

Example: Blood Donation

Why FITD works?

Commitment/Consistency, Self perception, Contrast

Influence SF PASSE P raise and encourage A sk questions allow the person to S ave Face use S MART goals E ncourage small improvements

Tele Dynamics What is the objective of a Telephone call? To set up an appointment or another tele call Why? Productivity – do not waste time on ‘no use’ prospects What NOT to do in tele calls: long, facts, explain, Q&A, defend, objections What to DO: create interest, next step

What is the objective of a Telephone call?

To set up an appointment or another tele call

Why? Productivity – do not waste time on ‘no use’ prospects

What NOT to do in tele calls: long, facts, explain, Q&A, defend, objections

What to DO: create interest, next step

Tele Dynamics What are the ‘next steps’ you should aim for? Another Tele-call? Face-to-face? Email & Follow-up? Refer to Next Person? Detect interest?

What are the ‘next steps’ you should aim for?

Another Tele-call?

Face-to-face?

Email & Follow-up?

Refer to Next Person?

Detect interest?

Some Final Thoughts And now to end…

Who are you really working for?

“ What scares me more than death? It is that I lived, and died, and I did not do anything significant with my life.”

“ What scares me more than death?

It is that I lived, and died, and I did not do anything significant with my life.”

Endnote The rest is up to you.

The rest is up to you.

Thank You. soft copy of slides: www.totallyunrelatedrandomanddebatable.blogspot.com