Professional Selling: A Practical Approach Class # X 460-16 Tuesday evenings - 6:30 – 9:30pm June 21st – August 30th 6:30 – 9:30pm Location: UCLA Campus Instructors: Mark Stern - email@example.com Room : Haines Hall A44 Dave Novak - firstname.lastname@example.org
Sales & Marketing Challenges 2010 and forward “Every morning in Africa, a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning a lion wakes up.It knows it must outrun the slowest gazelle or it will starve to death. It doesn’t matter whether you are a lion or a gazelle. When the sun comes up, you better start running” African Proverb, “The World Is Flat”
The Difference Between Good and Great 62% of Salespeople Fail to Ask for Commitment 86% of Salespeople Ask the Wrong Questions 82% of Salespeople Fail to Differentiate 99% of Salespeople Fail to Set the Right Call Objectives 95% of Salespeople Talk Too Much and Listen Too Little The Five Critical Selling Skills 1 2 3 4 5 Gaining Questioning Sales Sales Call Presentation Commitment Skills Process Planning Skills*Source: The Sales Board: Action Selling
Why Choose Sales As A Career An opportunity to make friends through relationship selling Flexibility Ability to move up within an organization Always changing environment Challenge of building market share Introducing new products to market Global Market Opportunities An opportunity to earn big
The Cost Of A Sales Call Do The Math On average, a salesperson makes approximately 15 calls per week This = 720 calls per year If each call costs $107.00, this = $77,040.00 a year per salesperson If you have 5 salespeople, your total sales expenses = $385,200
The Cost Per Sale By Industry: Manufacturing $158.00 Retail $98.00 Service $106.00 Wholesale/Distribution $81.00 By Company Revenue: Less than $4million $87.00 $4 million- $19.9 million $108.00 $20 million - $99.9 million $117.00 $100 million + $131.00 (Figures include salary, travel and entertainment expenses only)*Source: Sales and Marketing Management Magazine
The Selling Concept Sales & Marketing Working Together Where marketing is the process of planning and execution, selling is the process of motivating and inspiring the buyer to make a purchase and developing relationships that result in repeat sales and customer loyalty Sales and Marketing departments must work together to assure that the company is meeting the customer’s requirements and providing customer satisfaction
Sales and Marketing As A Process A process is a series of activities designed to produce certain results Allows you to produce and measure results
Traditional vs. 2011 Salesperson Traditional Today’s Salesperson Product oriented Customer oriented Creates customers needs Motivates and inspires customer One-way communication Two way communicator Pushes products Listens, learns and teaches Sells products & services Sells solutions Short term sales Long-term partnerships No after sales follow-up Emphasis on follow-up Works alone Works as part of a team Customer service driven = Trust-Based Selling = Relationship Selling
The Four Stages Of A Buying Life Cycle The sales person can approach the prospect/buyer at different stages depending on where they are at in the buying process:
The Selling Concept The Selling Concept - Do you have the tools to successfully be an effective sales professional and create demand for your product or service Training & understanding what selling is Concepts Listening and communication skills Researching and presentations Being adaptable to different personalities Developing relationships and long-term partnerships Being passionate about your work Customer service support Commitment from top management
Selling “B2B” When sales of products and services are sold directly to a business Sales to resellers Apparel products manufacturer sells to a retailer who then resells to consumer Sales to business users Manufacturer sells directly to a business i.e. G.E. sells parts to Boeing Sales to institutions Dell sells its products to UCLA
Selling Business to Business “B2B” Business marketing is the marketing of products and services to other companies, government agencies, institutions and organizations Business marketing facilitates and supports other facilities and operations in their business plans to provide product and service to consumers, etc
Selling to Consumer Market “B2C” Consumer marketing is the process of planning activities that move a product/service from the produce to the consumer Approximately 45% of family expenditures are spent on product and services directly to the consumer
Selling B2C These sales jobs are selling products and services directly to the end-user Retailing Real Estate Multi-Level Marketing Avon & Mary Kay Supplemental Health Products
Total Quality Sales Process Successful selling is the effective use of people, systems and procedures Customers Sales & Inter- Management Departmental Sales Support & Support Process Commitment Effective Operating Procedures
The Business Of Selling Building Long Term Partnerships
Consumers Buy To Satisfy Wants and Needs… Solution Selling Wants and needs are a mixture of rational and emotional factors I want a car that gets good mileage – WANT I need a hybrid car that gets 45-50 mpg – NEED Good salespeople sell solutions and inform the buyer what the product will do for them….. Not just what the product is This washing machine has a faster spinning drum This washing machine can save you time and money because it has a faster spinning drum
Trust-Based Selling Characteristics Expertise Ability, knowledge and recourses to meet customers expectations Dependability The predictability of your actions Candor Honesty of the spoken word Customer orientation Placing as much emphasis on the customer’s interest as your own Compatibility Developing and maintaining a relationship with the buyerSource: Professional Selling, A Trust-Based Approach
Relationship Selling Loyal customers- it is more costly to develop new customers than to retain and grow existing customers Repeat sales Brand loyalty Trust Communication that is pro-active rather than re-active INCREASED REVENUES Valued partnership
Discussion Question Do you think that the internet will replace the role of a sales person? Sales people are born and not made… How do you feel about this? Selling is just a bag of tricks? It’s all about price when it comes to selling?
What is your Purpose and Your Vision “Living a life of integrity starts with making and keeping promises, until the human personality, the senses, the thinking, the feeling, and the intuition, are ultimately integrated and harmonized” Stephen R. Covey – Author, Philosopher and Motivational Speaker “Living With Passion – This is the core of the human spirit…If we can find something to live for – if we can find some meaning to put at the center of our lives- even the worst kind of suffering becomes bearable.” Victor Frankl- Neurologist, Psychiatrist, Holocaust Survivor
Why – Be – Do Process Why defines your vision and purpose Be defines how will you be, what you stand for Do defines what will you do Mark’s example: * I am committed to being healthy, fit and energ etic s o that I will enjoy life to the fulles t, focus ing my priorities on my family and friends . I will do this by reg ularly exercis ing and eating healthy, loving and caring about the world we live in and continuing to focus on my teaching and mentoring throug h extens ion cours es . I am g rateful for my s piritual teachers , family and friends and my bes t friend and s oulmate. S tudent Example: * I commit to being the mos t kind, warm-hearted pers on, becaus e inlife, it’s all about relations hips that ultimately define our quality of life. I am inbalance, living a life of emotional, phys ical, s piritual, mental and financial luxury.To do this , I will continue to challeng e mys elf to learn in my relations hips andg row in my career, s ucces s fully taking on life’s trials that pres ent thems elves indiffering s hapes and forms .
WHY – BE – DO Process Why defines your vision and purpose Be defines how will you be, what you stand for Do defines what will you do Mark’s example: * I am committed to being healthy, fit and energetic so that I will enjoy life to the fullest, focusing my priorities on my family and friends. I will do this by regularly exercising and eating healthy, loving and caring about the world we live in and continuing to focus on my teaching and mentoring through extension courses. I am grateful for my spiritual teachers, family and friends ,and especially my soul mate and life partner, Kathy. Student Example: * I commit to being the most kind, warm-hearted person, because in life,it’s all about relationships that ultimately define our quality of life. I am inbalance, living a life of emotional, physical, spiritual, mental and financial luxury.To do this, I will continue to challenge myself to learn in my relationships and growin my career, successfully taking on life’s trials that present themselves in differing
Homework #1 Pre-Assessment Personal Mission / Purpose Statement
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