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Marketing Skills

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Transcript

  • 1. Overview Of The Selling & Marketing Skills
  • 2. Ability To Go Beyond Normal Limits
    • Connect all the nine dots with four straight lines,with out lifting your pen/pencil from the paper.
    • * * *
    • * * *
    • * * *
  • 3. Ability To Go Beyond Normal Limits
    • Lesson
    • When one goes Beyond The Limits
    • The Impossible becomes Possible
  • 4.
    • What is marketing ?
    • What is Selling ?
    • Is there any Difference?
  • 5. Four Concepts
    • Production Concept.
    • Product Concept.
    • Selling Concept.
    • Marketing Concept.
  • 6. Production Concept
    • The idea that customers will favor products that are available and highly affordable.
    • ( When demand is greater than production.)
  • 7. Product Concept
    • The idea that customers will favor products that offer the most quality, performance, and features.
    • The organization should therefore devote its energy to making continuous product improvement.
    • ( Supply is greater than the demand.)
  • 8. Selling Concept
    • The idea that customers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort.
  • 9. Marketing Concept
    • The idea that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.
  • 10. Selling and Marketing
    • Starting Point – Factory.
    • Focus – existing products.
    • Means – Selling and promoting
    • Ends – Profit through Sale Volume.
    • Selling Concept ( Make and Sell)
    • Starting Point – Market.
    • Focus – Customer needs.
    • Means – Making of product, Factory.
    • Ends – Profit through Customer Satisfaction.
    • Marketing Concept ( Sense and Respond)
  • 11. Needs, Wants, and Demands
    • Needs
      • A state of felt deprivation.
    • Wants
      • The form taken by human need as shaped by culture and individual personality.
    • Demands
      • Human demands that are backed by buying power.
  • 12. Buying Motives
    • An inner force that directs a customer to buy a particular product in order to satisfy a need . When the benefit(s) of a product match with the customer’s motive(s), he buys the product. Motive may be rational or emotional.
    • No body does anything with out a motive.
    • Ask questions to find buying motives.
  • 13. Buying Motives 6.Gaining social approval,prestige, status. 5.Boasting self satisfaction and pride. 4 . Mental -Worries/Anxiety Physical -Discomfort -Inconvenience 3.Mental -Pleasure/Enjoyment Physical -Comfort -Convenience 2. Fear of loss . -Financial loss -More expenditure 1.Make a gain . -Profit -Saving Money
  • 14. Buying Motives
    • Retail pharmacist asks to Rep: ”What about the expiry date of.”
    • Doctor mention to Rep: “Besides professors …. I am the only doctor in town, who can deal properly with the disease.
    • PIC manager discuss with the head of division: “With this project we will reduce the period cost structure by two percentage points.
  • 15. Buying Motives – Product Features or Benefits
    • A physical, chemical or technical characteristics which describes what a product is.
    • A fact about the product not an assumption/opinion.
      • A customer is not interested in the product feature he is interested in the benefit .
      • Each feature gives some benefit to customer which motivate him to buy the product.
  • 16. Buying Motives – Product Features or Benefits
    • The key to successful selling is converting features into benefits.
    • First state a “Product Feature” and then use the phrase “which means that it will give such and such benefit to you”.
    • Salesmen often fails because they present features only.
    • It is the benefit of product which satisfy the customer needs.
  • 17. Questions – Types of Questions
    • To gain information about customer’s need, problems and motives.
    • To give informations.
    • To get customer’s involvement.
    • Types of questions
      • Open ended Questions( what, when, where)
      • Close ended Questions.
      • Either – or questions.
      • Benefit – tag questions.
  • 18. Questioning Construction Objective Form Benefit Tag Close ended Open ended Benefit in form of a statement followed directly by tag in form of CEQ Present one benefit matching a need. Yes/No Get precise, quick response/decision Who, Where, What Find or clarify needs Obtain information
  • 19. Buying Process – Change in Attitude
    • The aim of promotion is usually to change the attitude of the target audience.
    • Unawareness
    • Awareness
    • Interest
    • Evaluation
    • Trial
    • Usage
    • Frequent Usage
  • 20. Change And Improvement
    • The difference between Ordinary and Extra Ordinary is the little
    • “ EXTRA” Syllable.
    • We can’t become
    • What we want to be
    • By remaining what we are.
    • Thus
    • Change and improvement
    • Is necessary.
  • 21.
    • Thanks
    [email_address]