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Sales is not Marketing


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  • 1. Selling In Today’s Market Ken Merbler March 28, 2009 ©
  • 2. Purpose & Ground Rules for Today
    • Provide “Real World” perspective on Selling Vs Marketing
    • Discuss strategies for selling in a tough market
    • This is a discussion format….Ask questions, give your opinion, etc.
    What are your expectations? ©
  • 3. Quotes On Sales
    • “ The purpose of business is to create and keep a customer.” Peter Drucker
    • “ In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman . “ David M. Ogilvy
    • “ We are all salespeople every day of our lives. We are
    • selling our ideas, our plans, our enthusiasms to those with
    • whom we come in contact.” Charles M. Schwab
    • “ Salesmanship, too, is an art; the perfection of its technique requires study and practice.” J. C. Penny
  • 4. Defining Marketing Vs Sales
    • Marketing Deals With:
    • Everything you do to acquire a customer & maintain a relationship with them
    • Matching products & services to customers that want them
    • 4 P’s: (1) Product, (2) Place, (3) Price (4) Promotion
    • Promoting, branding, selling and distributing a product or service
    • Promotion of products, especially advertising and branding
    • Understanding the customers economics
    • Using technology to understand the customer
      • Customer portals to configure specific customer designed products
      • Use of CRM and MRM systems to understand clients
      • Mobile marketing and sales support
  • 5. Defining Marketing Vs Sales
    • Sales Deals With:
    • Trying to persuade or induce someone to buy
    • Transfer (goods) or render (services) in exchange for money
    • Securing agreement for the exchange of money for goods/services
    • Offering a good/service for compensation
    • Causing a transaction of money for either good or services to occur
    • Closing a “Win, Win” deal where money is paid for services or goods
    • Gaining “Trusted Advisor” status to provide more personalized service
    • Using industry knowledge & expertise in offering product or service
    • solutions
  • 6. Selling In Today’s Market - 1
    • Leverage existing sales for “More Work”
      • See a problem – invest by putting some people to work on the challenge for a few days to get some understanding of what the problem is and how to address
    • Refresh your client target list – need new targets as markets shift
      • Shift industry focus to government or healthcare as example
    • Go see clients who will not spend any $$ right now to position yourself for the future opportunity
      • Pre-present ideas for recovery and illustrate with industry examples
    • Go to sales meetings with a cost reduction focus and have developed a list of
    • industry cost reduction solutions that match the clients business
      • Focus on business process improvement areas
      • Focus on risk reduction due to uncertain future
    • Develop creative financing options for the client to spread the cost for several years, but receive benefits (productivity benefits now!)
    • Great Sales Management is key now
      • Be flexible in client approach – Be willing to change
      • Look at your “Value Proposition” to the client
      • What are your client relationships
      • Stress “Preparation = Performance”
      • Account coaching
  • 7. Selling In Today’s Market – 2
    • Need Account Coaching In These Areas:
    • Lack political strategy
    • No knowledge of competitive landscape
    • No closing strategy – asking for the sale
    • Blind spots in their analysis
    • Assumptions on things such as budgets, etc.
    • Bad reads on people who are the buyers
    • Tactics that do not match strategy
    • No plan “B”
    • Bad qualification, “Happy Ears”
    • Selling too low in the organization
  • 8. Selling In Today’s Market - 3
    • Customer Relationship Ideas:
    • Great service and responsiveness
    • Deliver on all promises, under promise
    • Bring new ideas to customer
    • Refer the customer to others for help
    • Discounts for being a repeat customer
    • Face to face follow-up when you can
    • Help them make a sale – refer a
    • customer to them
    • Take out to an event or lunch or dinner
    • Invite to speak at a customer meeting
    • Customer Relationship Results:
    • More sales in same service or product
    • area
    • Selling different services or products
    • Customer loyalty
    • Becomes customer reference
    • Allows success story to be written
    • Ask customer to introduce you to another
    • potential customers
    • Get an invitation to the customer industry
    • group meeting
  • 9. Selling In Today’s Market – 4 Evaluate your sales team for the 3 types of salespeople: Which category of salespersons do we want to keep? ©
  • 10. Selling In Today’s Market – 5
    • Value proposition Considerations:
    • Ask existing clients what value you bring to
    • them?
    • Differentiates you from competition
    • Prospective customers listen to radio
    • station WIIFM – make sure you give
    • them WIIFM
    • Differentiate by your approach:
      • Listening
      • Probing
      • Research
      • Easy to understand
    • Relate to customer problem
    • Use client examples to illustrate value
    • Site visit to reference client to
    • reinforce the value
    • Value proposition examples:
      • Increased revenues
      • Faster time to market
      • Decreased costs
      • Improved operational efficiency
      • Increased market share
      • Decreased employee turnover
      • Improved customer retention levels
      • Increased productivity
      • Increasing repeat customers
      • Net new customers
    A value proposition is a clear statement of the tangible results a customer gets from using your products or services. ©
  • 11. Sales As A Career
    • Developing Your Sales Career
    • Get a mentor – no matter what career you choose,
    • if sales career, get a salesperson to mentor you
    • Join a sales association & go to networking meetings
    • Get a part time job selling a product or service (Get
    • experience, get a taste of sales)
    • Pick an industry (Pharma., retail, etc.) and join
    • industry association
    • Pick a company that is known for great sales training
    • Develop your networking skills (how to work a room,
    • etc.)
    • Next time you buy a big ticket item (car, computer,
    • etc.) watch the sales person and see how they sell
    • Read sales books by such people as Zig Ziglar,
    • Tom Hopkins, Don Hudson, etc.
    • Sales-Persons Key characteristics
      • Are you an Extrovert or Introvert?
      • Self starter or need to be pushed?
      • Can you take rejection?
      • Are you comfortable presenting?
      • Do you like people?
      • Do like to keep learning?
      • Are you goal oriented?
      • Are you credible?
      • Do you have the right attitude?
      • Are you a good listener and observer?
      • Do you believe in yourself?
      • Are you a friendly person?
  • 12. Reference Books On Sales ©