Sales is not Marketing


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Sales is not Marketing

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