Success in Sales and Marketing Part 1- BASIS Marketing Training


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Part A: Success in Sales & Marketing begins with your own Potential (1 hour)
1. Attitude, Character, and Habits
2. Maximizing your Potential
3. Building Relationships and Networks
4. Sales & Marketing: Why both are important

Part B: Success in Marketing (30 mins)
1. Overview of Marketing Strategies and Concepts
2. Introduction to Different marketing Options: Mass/Indirect Marketing Techniques, Targeted/Direct Marketing Techniques, Guerilla and Word-of-Mouth Marketing
3. How to develop a “Total Marketing Plan” introduction

Part C: Success in Sales (1½ hours)
1. Sales Mindset
2. Laws of Selling
3. How to Influence other people
4. Tele-Sales Tips
5. Practical and Easy-To-Learn Techniques to increase sales

Published in: Business, Career
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  • Success in Sales and Marketing Part 1- BASIS Marketing Training

    1. 1. Basis Marketing Sdn Bhd 19 July 2008 Success in Sales & Marketing Introduction and Overview on success in sales and marketing
    2. 2. <ul><li>Congratulations. </li></ul><ul><li>You are going to die. </li></ul>
    3. 3. Congratulations. You are going to die <ul><li>Every year is a game </li></ul><ul><li>The objective of game is to build up your “Achievement CV” from Jan 1 to Dec 31. </li></ul><ul><li>How much difference can you make to yourself, others, company? How much difference did you make last year? </li></ul><ul><li>Forget about last year, its past, even if you did very good or very bad </li></ul><ul><li>This is a New Year. So we have to start with a New Beginning. </li></ul>
    4. 4. Why are you here? You are good. That is already proven. But being good is not enough.
    5. 5. A. Begin with your Dream, your Goal
    6. 6. Begin with your Dream, your Goal <ul><li>What do you really want? </li></ul><ul><li>Aim for more. It is better to aim 100 and get 50, than to aim 10 and get 10. </li></ul><ul><li>No one will give to you your dream. You have to get it yourself! </li></ul><ul><li>It’s never too late to start. </li></ul><ul><li>What price are you willing to pay to get your dream? </li></ul><ul><li>Don’t let anyone look down on you. </li></ul>
    7. 7. B. Begin with your Attitude
    8. 8. Begin with your Attitude <ul><li>It is difficult to list down Good Attitudes. It is easier to list down Bad Attitudes </li></ul><ul><ul><li>Complaining </li></ul></ul><ul><ul><li>Openly criticizing </li></ul></ul><ul><ul><li>Refuse to listen to advice </li></ul></ul><ul><ul><li>Think you are the best </li></ul></ul><ul><ul><li>Refuse to improve yourself </li></ul></ul><ul><ul><li>Always think you are right, everyone else is wrong </li></ul></ul><ul><ul><li>Thinking that everyone owe you something </li></ul></ul>
    9. 9. Begin with your Attitude <ul><li>Be careful of the ‘us’ vs ‘them’ thinking. </li></ul><ul><li>Serve before expecting to be served </li></ul><ul><li>Have high standards for yourself </li></ul><ul><li>Never complain about how hard you work </li></ul>
    10. 10. C. Begin with your Habits
    11. 11. Begin with your Habits <ul><li>Steps to Success… </li></ul><ul><ul><li>Your success depends on what you do. </li></ul></ul><ul><ul><li>What you do depends on who you are. </li></ul></ul><ul><ul><li>Who you are depends on Habits </li></ul></ul><ul><li>What we do, say and think is 90% controlled by habits. </li></ul>
    12. 12. Begin with your Habits <ul><li>Control your habits, and you can control your Success. </li></ul><ul><li>Failure is also because of habits. </li></ul><ul><li>Develop the right Habits – SALES HABITS </li></ul>
    13. 13. D. Begin with Relationships
    14. 14. Managing your Relationships <ul><li>Basics of Relationships </li></ul><ul><li>Why? </li></ul><ul><li>Good performance & skill won't get you very far. You need others to succeed </li></ul><ul><li>Five Rules for Successful Relationships: </li></ul><ul><ul><li>Be Yourself </li></ul></ul><ul><ul><li>Be of Value </li></ul></ul><ul><ul><li>Be Consistent </li></ul></ul><ul><ul><li>Be Truthful </li></ul></ul><ul><ul><li>Do What You Say </li></ul></ul>
    15. 15. Managing your Relationships <ul><li>Basics of Relationships </li></ul><ul><li>You cannot get people to listen to you if they don't like you. </li></ul><ul><li>And if they don’t listen to you, you won’t accomplish anything! </li></ul><ul><li>Relationships = Expectations. </li></ul><ul><li>You must know the expectations and manage those expectations. </li></ul>
    16. 16. Managing your Relationships: People Skills <ul><li>People are interested in themselves, not in you </li></ul><ul><li>What is the most interesting subject in the world to them? THEMSELVES </li></ul><ul><li>Take four words out of your vocabulary: “I, me, my, mine” and substitute for the most powerful word: “YOU” </li></ul><ul><li>Remember that the more important you make people feel, the more they will respond to you. </li></ul><ul><li>Avoid arguing. </li></ul>
    17. 17. Communication SF LINA L isten with interest and praise make the person feel I mportant use their N ame A sk questions
    18. 18. Personality SF S + FH + C S mile F irm H andshake C ompliment
    19. 19. E. Begin with your Potential
    20. 20. How to reach your maximum potential <ul><li>G row up </li></ul><ul><li>U nderstand Yourself </li></ul><ul><li>I nvest in Yourself </li></ul><ul><li>E liminate “Cannot be Done” </li></ul><ul><li>“ Y ou are being observed all the time” </li></ul>
    21. 21. <ul><li>“ E verything depends on Relationships” </li></ul><ul><li>C hoose your close Friends </li></ul><ul><li>S erve </li></ul><ul><li>C ontrol and use your Emotions </li></ul><ul><li>D iscipline </li></ul>How to reach your maximum potential
    22. 22. “ You will be same person in five years except for the people you meet and the books you read” Charlie “Tremendous” Jones
    23. 23. Marketing. Why should I buy from you? Next Stop…. The Art and Science of Creating Excuses to Buy
    24. 24. “ Cow don’t drink water, cannot push cow head down” Chinese Proverb
    25. 25. Marketing vs. Sales Target Customers Sell to Target Customers Create Message Deliver Message Sales Marketing
    26. 26. 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.”
    27. 27. Philosophy <ul><li>Loyalty is Useless… </li></ul><ul><li>Virtual Consumption vs. Real Consumption </li></ul>
    28. 28. Philosophy <ul><li>Loyalty is misleading… </li></ul><ul><li>Heavy Consumption ≠ Loyalty </li></ul><ul><li>Loyalty ≠ Heavy Consumption </li></ul>
    29. 29. Philosophy <ul><li>Loyalty = Relationship (something like Dating) </li></ul><ul><li>Loyalty ≠ Points </li></ul><ul><li>Loyalty ≠ Redemption </li></ul><ul><li>Loyalty = Get more people, to buy more, more frequently, at higher prices </li></ul>
    30. 30. Marketing = War <ul><li>Two countries fighting for the same land. </li></ul><ul><li>Zero sum game. It’s either theirs or ours. </li></ul><ul><li>The sub goal is to get customers to: </li></ul><ul><ul><li>Switch from the competitor to us, OR </li></ul></ul><ul><ul><li>to get non-customers to try our products. </li></ul></ul>
    31. 31. Positioning <ul><li>“ Hope is not a strategy” </li></ul><ul><li>John Maxwell </li></ul>
    32. 32. Positioning <ul><li>For who? – Segmentation, Targeting </li></ul><ul><li>Your Offer? </li></ul><ul><li>Key Differentiator? </li></ul>
    33. 33. Dilbert ® on ‘Targeting’ Customers Smart Dumb Rich Poor No Start No Goal!
    34. 34. Why ‘Target’? <ul><li>MAS vs. Air Asia </li></ul><ul><li>McDonald’s vs. TGIF </li></ul><ul><li>Starhill vs. Chee Cheong Kai </li></ul>Save Time Save Energy Save Money
    35. 35. Typical Targeting <ul><li>Demographic/Industry segmentation </li></ul><ul><li>Income/Size segmentation </li></ul>
    36. 36. Demographic Segmentation - General Veterans (Pre-Boomers) 1934-1945 Boomers 1945-1960 Gen X (Cusper, Buster) 1960 - 1980 Gen Y (Millennials, Netster) 1980+
    37. 37. Demographic Segmentation - others <ul><li>Women, Working Mothers </li></ul><ul><li>Youtube generation </li></ul><ul><li>Working retired </li></ul><ul><li>Social Activists </li></ul><ul><li>Work/Life balancers </li></ul><ul><li>Industry </li></ul>
    38. 38. 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
    39. 39. Target: Customer Types <ul><li>Don’t know you </li></ul><ul><li>Know you, Buy from you </li></ul><ul><li>Know you, don’t buy from you </li></ul><ul><li>Know you, Hate you </li></ul>You need to have a different strategy for each of these types
    40. 40. Target: Customer Types Buy From you Loyal Swing Former Opposition Again: different type, different strategy
    41. 41. Sample Strategies for ‘Swing’ <ul><li>Increase switching costs </li></ul><ul><li>Mega packages </li></ul><ul><li>Community </li></ul><ul><li>Reward programs (Points) </li></ul><ul><li>Membership Subscription </li></ul><ul><li>Email communication </li></ul><ul><li>Newsletters </li></ul><ul><li>Personalized alerts </li></ul><ul><li>Survey </li></ul><ul><li>Suggestion Box </li></ul><ul><li>Switching Techniques (e.g. Balance Transfer of credit cards) </li></ul>
    42. 42. Target: Decision Chain Influencer Buyer User Again: different type, different strategy
    43. 43. Target: Not Covered** <ul><li>Product (features) </li></ul><ul><li>Pricing (how much to sell) </li></ul><ul><li>Place (where to sell) </li></ul><ul><li>Promotion (incentive to buy) </li></ul>
    44. 44. KEY MESSAGES <ul><li>Who am I? </li></ul><ul><li>What do I offer? </li></ul><ul><li>Support? </li></ul><ul><li>End benefit(s) </li></ul><ul><li>Tagline: </li></ul>In other words: “ Why should I buy from you?”
    45. 45. MESSAGE: Basics & Differentiators Segments Targets Targets Basics Differentiators
    46. 46. 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
    47. 47. 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
    48. 48. 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
    49. 49. Summary of Marketing Target Message Delivery Tool
    50. 50. Improve Sales. Kill the Competition. Enjoy Life. And now for…. Laws, Tips and Techniques for Boosting Sales Performance
    51. 51. What business are you in? But first… What are you selling?
    52. 52. Marketing vs. Sales Target Customers Sell to Target Customers Create Message Deliver Message Sales Marketing
    53. 53. Sales Mindset <ul><li>If I don’t get it done, they will get someone else to do it </li></ul><ul><li>Overall/Ultimate end-objective </li></ul><ul><li>Accountability </li></ul><ul><li>Positive persistence </li></ul><ul><li>Failure acceptance </li></ul>
    54. 54. Sales Mindset <ul><li>Partnerships win – some else always wants what you have and vice versa </li></ul><ul><li>Ready to Sacrifice </li></ul><ul><li>There are always people better than you </li></ul><ul><li>Learn, before you need it </li></ul><ul><li>There will always be jerks in your way </li></ul>
    55. 55. Universal Law Law of the Ping-Pong Ball a.k.a. Law of Cause and Effect
    56. 56. Law of ‘Averages’ <ul><li>Sales has always been a numbers game </li></ul><ul><li>20/12/8/3 </li></ul><ul><li>Go Wide, Dig Deep </li></ul>
    57. 57. Law of Averages in Action <ul><li>20 contacts = 3 presentations </li></ul><ul><li>3 presentations = 1 sale </li></ul><ul><li>1 sale = RM120 </li></ul><ul><li>What is your sales statistic? </li></ul><ul><li>RM120/sale, RM0/two others? </li></ul><ul><li>RM6 per contact? </li></ul>
    58. 58. Law of Buy-in <ul><li>People will always buy ‘You’ first, before they buy the product </li></ul><ul><li>Respect, Credibility, Trust, Love/Hate </li></ul>
    59. 59. Law of Annoyance <ul><li>Things our prospects and customers wish we wouldn’t do that really annoys them: </li></ul><ul><ul><li>pushy. </li></ul></ul><ul><ul><li>call too much. </li></ul></ul><ul><ul><li>disrespectful of their time. </li></ul></ul><ul><ul><li>keep calling if they say they’re not interested. </li></ul></ul><ul><ul><li>appear not to understand them, </li></ul></ul><ul><ul><li>don’t listen. </li></ul></ul><ul><ul><li>don’t know about our own products/ services. </li></ul></ul><ul><ul><li>rude, arrogant, or inattentive. </li></ul></ul><ul><ul><li>vague or unclear. </li></ul></ul><ul><ul><li>won’t take no for an answer. </li></ul></ul>
    60. 60. Law of 24/7 <ul><li>In sales, there is no such thing as 9-to-5 job </li></ul><ul><li>Sales is a 24 hours, 7 days a week ‘life’ </li></ul><ul><li>You never stop ‘selling’ </li></ul>
    61. 61. Law of Q&A <ul><li>No one likes to listen to ‘sales talk’ </li></ul><ul><li>The more QUESTIONS you ask, the more sales you get </li></ul>
    62. 62. Law of the Panadol <ul><li>Creative solutions for customers will always come from the ‘problems’ </li></ul><ul><li>Sales is about ‘solving the problem’ not selling the solution </li></ul><ul><li>Example: We do not sell Panadol. We sell quick headache relief in 30 seconds. </li></ul>
    63. 63. Law of Momentum <ul><li>Never aim for the Big Bang. There is no such thing. </li></ul><ul><li>Achievement comes from building momentum </li></ul><ul><li>“Start Small, Grow Fast, Make Money” </li></ul>
    64. 64. Law of Clarity <ul><li>A confused prospect will never buy </li></ul><ul><li>Avoid ‘jargons’ and ‘features’ and ‘latest this and that…’ </li></ul><ul><li>Do not assume they understand you. </li></ul>
    65. 65. How not to talk to Retail External Parties <ul><li>“ 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.” </li></ul>Civil Aeronautics Board, 1977
    66. 66. How not to talk to Retail External Parties <ul><li>“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” </li></ul>“ I forbid United Airlines to fly between San Diego and San Antonio”
    67. 67. Law of Powerpoint <ul><li>Two major problems with people who always use slides: </li></ul><ul><ul><li>Do not know how to use them </li></ul></ul><ul><ul><li>Talking too much </li></ul></ul><ul><li>DO NOT talk to the slides when presenting. </li></ul><ul><li>DO NOT fit many things into one page </li></ul><ul><li>DO NOT get fancy with slide transitions, builds and other custom animations </li></ul>
    68. 68. Law of the 3-point Plan <ul><li>List (A, B, C) </li></ul><ul><li>Plan </li></ul><ul><li>Convert (A, B, C) </li></ul>
    69. 69. Law of No ‘No’ <ul><li>Try not to get the prospect to say ‘No’ </li></ul><ul><li>‘Always use the Temperature Test </li></ul><ul><li>Some Trial Questions: </li></ul><ul><ul><li>&quot;How does it sound so far?&quot; </li></ul></ul><ul><ul><li>&quot;Does that make sense?&quot; </li></ul></ul><ul><ul><li>&quot;Is this what you're looking for?&quot; </li></ul></ul><ul><ul><li>&quot;What do you think?&quot; </li></ul></ul><ul><ul><li>&quot;How close do you feel this comes to meeting your needs?&quot; </li></ul></ul>
    70. 70. Law of Belief <ul><li>Never assume they believe you </li></ul><ul><li>Tell them only as much as they’ll believe </li></ul><ul><li>Point out the disadvantages </li></ul><ul><li>Use precise numbers </li></ul><ul><li>If you have something to gain, let them know </li></ul><ul><li>Use the power of the printed word </li></ul><ul><li>Let them know who else says so </li></ul>
    71. 71. Law of Comparison <ul><li>Comparison . When Others Are Doing It, You Should, Too. </li></ul><ul><li>We view a behavior as correct in a given situation to the degree we see others performing it </li></ul>
    72. 72. Law of Authority <ul><li>Authority . When the Source Is An Authority, You Can Believe It. </li></ul><ul><li>Humans by nature have a deep-seated sense of duty to authority. </li></ul>
    73. 73. Law of Reciprocity <ul><li>Reciprocity . When Someone Gives You Something, You Should Give Something Back. </li></ul><ul><li>We should try to repay, in kind, what another person has provided for us </li></ul>
    74. 74. Law of Consistency <ul><li>Commitment/Consistency . When You Take A Stand, You Should Be Consistent. </li></ul><ul><li>Once we make a choice or take a stand (commitment), we will encounter personal and interpersonal pressures to behave consistently with that commitment (consistency). </li></ul><ul><li>Involvement and Buy-in </li></ul>
    75. 75. Law of Scarcity <ul><li>Scarcity . When It Is Rare, It Is Good </li></ul><ul><li>Opportunities seem more valuable to us when they are less available. </li></ul><ul><li>Things that can be scare: time, money, opportunity, physical </li></ul>
    76. 76. Law of Self Perception <ul><li>Self perception . We learn about ourselves by observing our own behavior. </li></ul><ul><li>If we observe ourselves doing some thing then we reason that we must like the thing. </li></ul>
    77. 77. Door-in-the-face (DITF) <ul><li>Make a LARGE request, then when it is refused, make a smaller (real) request </li></ul><ul><li>First Step Second Step </li></ul><ul><li>get No! (large request) get Yes! (real request) </li></ul><ul><li>Why DITF works? </li></ul><ul><ul><li>Reciprocity . </li></ul></ul><ul><ul><li>Contrast </li></ul></ul>
    78. 78. Foot-in-the-door (FITD) <ul><li>First make a SMALL request, then when granted, make a larger (real) request </li></ul><ul><li>First Step Second Step </li></ul><ul><li>get Yes! (small request) get Yes! (real request) </li></ul><ul><li>Example: Blood Donation </li></ul><ul><li>Why FITD works? </li></ul><ul><ul><li>Commitment/Consistency, Self perception, Contrast </li></ul></ul>
    79. 79. 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
    80. 80. Tele Dynamics <ul><li>What is the objective of a Telephone call? </li></ul><ul><li>To set up an appointment or another tele call </li></ul><ul><li>Why? Productivity – do not waste time on ‘no use’ prospects </li></ul><ul><li>What NOT to do in tele calls: long, facts, explain, Q&A, defend, objections </li></ul><ul><li>What to DO: create interest, next step </li></ul>
    81. 81. Tele Dynamics <ul><li>What are the ‘next steps’ you should aim for? </li></ul><ul><li>Another Tele-call? </li></ul><ul><li>Face-to-face? </li></ul><ul><li>Email & Follow-up? </li></ul><ul><li>Refer to Next Person? </li></ul><ul><li>Detect interest? </li></ul>
    82. 82. Some Final Thoughts And now to end…
    83. 83. Who are you really working for?
    84. 84. <ul><li>“ What scares me more than death? </li></ul><ul><li>It is that I lived, and died, and I did not do anything significant with my life.” </li></ul>
    85. 85. Endnote <ul><li>The rest is up to you. </li></ul>
    86. 86. Thank You. soft copy of slides: