Marketing Techniques &
Selling Techniques
Damnern Kiatchoosakul
Marketing vs. Selling
Selling focuses on the needs of the seller,
marketing on the needs of the buyer.
 Selling is preocc...
What is Marketing???
Peter Drucker’s Quotes
"Because the purpose of business is to
create a customer, the business enterpr...
Marketing Defined
Goals:
1.
2.

Attract new customers by promising superior
value.
Keep and grow current customers by deli...
Marketing Techniques
1.

Understand customers



Most important stage
Understand behaviors, demographics and
requirement...
Marketing Techniques
1.

Understand customers


How? - Market Research


Desk Research







Existing market or so...
Marketing Techniques
2.

Observe Marketing Environment









Changing global circumstances
‘Scan’ external envir...
Marketing Techniques
2.

Observe Marketing Environment


Relative Market Share


RMS = Our Share / Top 3 Market Share

S...
Marketing Techniques
2.

Observe
Marketing
Environment


Product Life Cycle

Source : http://www-rohan.sdsu.edu/~renglish...
Marketing Techniques
2.

Observe Marketing Environment


5 Force Model (Michael E.Porter)

Source : http://dc445.4shared....
Marketing Techniques
3.

Design product or service to meet customers





From package to the way it is promoted
Don’t ...
Marketing Techniques
3.

Design product or service to meet
customers


Market segmentation







Mass
Local
Individ...
Marketing Techniques
4.

Ensure you are smooth and efficient




Process – Easy to do business with
Delight customer be...
Marketing Techniques
5.

Design Market Communication



Targeting
Advertising







Image
Message
Newspaper / TV /...
Marketing Techniques
6.

Invest in People





People are most precious asset
From receptionist to salesman are motiva...
Marketing Techniques
7.

Make sure your shop front is immaculate




Good presentation is a huge influencing tool
Creat...
Marketing Techniques
8.

Pricing strategy




Powerful tools to achieve goals
Don’t just set the price from cost + marg...
Marketing Techniques
9.

Be responsive to complaint





Respond quickly and positively – turn around
dissatisfied cust...
Marketing Techniques
10.

Have a marketing plan





Put your strategy in written plan
Ensure all staffs understand com...
Marketing in summary
Research: Understanding what customers
(or potential customers) want
 Product Development: Creating ...
End Part I
Q&A
Selling Techniques
Making It Happen!
Bill Morland
Orange County SCORE

Source : http://merage.uci.edu/ResearchAndCenters/B...
Sales Process
Customer-Facing

Non-Customer-Facing
Prospect/
Customer/
Sales-Related

Initial Customer
Contact/Cold Calls
...
Individual Purchase Process
Love
Buying
Intention
Shopping
Consideration
Awareness
What Is Selling?
The face to face meeting with your
prospect at the Intention or Buying level
 Getting there—right place,...
What Do Customers Care About?

THEMSELVES!!
Wants, Needs, Desires
What Do They Buy?

SOLUTIONS!!
What You Should Know About Your
Customers
Target – Who are they – decision maker?
 Needs, Wants – What do you need to
sol...
The Value Equation

Value = Benefit/Cost
Before You Do Anything Else…
Sell yourself
 Know your product
 Know the value equation
 Know your competition
 Know wh...
Getting In Position to Sell
Target your customer
 Know who is the decision maker
 Execute your plan consistently
 If yo...
Prepare for the Sales Call
Package yourself
 No negatives
 Research client
 Be on time
 Be observant

The Sales Presentation
Approach
 Present
 Objections
 Negotiations
 Close

The Approach
Eliminate possible distractions
 Lead with a question to involve client-and
don’t say “how are you?”
 State...
The Body of the Presentation
Use all senses possible
 Be aware of clues—body language,
questions, etc
 Sell benefits not...
Objections-Your Best Friend
Objections are the client telling you how to
sell them
 Restate the objection
 Answer in ter...
Negotiation
End body of presentation with trial close
 If you get a “yes”--stop selling and start
writing
 If you get a ...
Close
Either/or— ”would you like delivery on
Friday or next Monday”?
 “Is that the only thing that is stopping you
from b...
Important Tips
Listen—listen more than you talk
 Never, never talk over the client-listen to
what he says
 Control the f...
Follow-up
Sold:
 Thank
 Restate terms etc
 You’ll stay in the
loop

Didn’t sell:
 Thank
 Restate need and
feature/ben...
Keep Records
Follow-up consistently
 Keep a tickler file
 Keep your promised dates
 Send correspondence about solutions...
Keeping Your Customers
Never take them for granted
 Stay in touch
 Stress benefits of your product
 Ask them if they ar...
Customer Service
Answer the phone
 No voice menus--no lengthy holds
 Resolve problems now
 Honor your time frames
 Com...
Handling Complaints
Don’t argue
 Apologize even if you’re not wrong
 Restate problem
 Give time frame to resolution
 I...
The Three Most Common Sales
Mistakes
Not listening to the buyer
 Not asking for the order
 Forgetting to sell existing c...
Basic (but Effective) Sales Tips and
Techniques


Listen to the emotional side of your prospect or client:




Make a n...
Basic (but Effective) Sales Tips and
Techniques


Use language that focuses on your prospect or client:






Simply c...
More Sales Tips and Techniques


Know your prospect:






Focus on why they should buy - not their objections:




...
More Sales Tips and Techniques


Know your products, as well as the market - be a RESOURCE:






Follow through with ...
26 Questions that Sell


Buying History Questions












What experiences, good or bad, have you had with th...
26 Questions that Sell


Rapport-Building Questions







Clarifying Questions







How long have you been w...
Thank you.
Q&A
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Marketing techniques & selling techniques

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Marketing techniques & selling techniques

  1. 1. Marketing Techniques & Selling Techniques Damnern Kiatchoosakul
  2. 2. Marketing vs. Selling Selling focuses on the needs of the seller, marketing on the needs of the buyer.  Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the n eeds of the customer by means of the pro duct and the cluster of things associated w ith creating, delivering, and finally consum ing it.” - Theodore Levitt 
  3. 3. What is Marketing??? Peter Drucker’s Quotes "Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation.  The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.  The aim of marketing is to make selling unnecessary 
  4. 4. Marketing Defined Goals: 1. 2. Attract new customers by promising superior value. Keep and grow current customers by delivering satisfaction. OLD view of marketing: NEW view of marketing: Making a sale —“telling and selling” Satisfying customer needs
  5. 5. Marketing Techniques 1. Understand customers   Most important stage Understand behaviors, demographics and requirements Source : http://www.marketing-made-simple.com/articles/quick-marketing-tips.htm
  6. 6. Marketing Techniques 1. Understand customers  How? - Market Research  Desk Research      Existing market or solutions Competition, actual and potential Demographics Source : Internet / Government / Organization / Exhibition / Stakeholders , etc. Field Research  Experiment / Focus group  Telephone / Online / Street Research  Questionaires
  7. 7. Marketing Techniques 2. Observe Marketing Environment        Changing global circumstances ‘Scan’ external environment for opportunities and threats PEST Political Economic Social Technology
  8. 8. Marketing Techniques 2. Observe Marketing Environment  Relative Market Share  RMS = Our Share / Top 3 Market Share Source : http://mba.sorrawut.com/wiki/BCG_Model
  9. 9. Marketing Techniques 2. Observe Marketing Environment  Product Life Cycle Source : http://www-rohan.sdsu.edu/~renglish/370/notes/chapt11/
  10. 10. Marketing Techniques 2. Observe Marketing Environment  5 Force Model (Michael E.Porter) Source : http://dc445.4shared.com/doc/nAYYRGF9/preview_html_175f285c.jpg
  11. 11. Marketing Techniques 3. Design product or service to meet customers    From package to the way it is promoted Don’t be trapped to make what you want to sell rather than customer wants Marketing Mix 4Ps or 7Ps        Product Price Place Promotion People Process Physical environment
  12. 12. Marketing Techniques 3. Design product or service to meet customers  Market segmentation      Mass Local Individual Niche Customer segmentation     Geographic Demographic Psychographic Behavioristics
  13. 13. Marketing Techniques 4. Ensure you are smooth and efficient    Process – Easy to do business with Delight customer beyond just a duty Word of mount is a powerful selling tool
  14. 14. Marketing Techniques 5. Design Market Communication   Targeting Advertising      Image Message Newspaper / TV / Trade / Magazines Online Use both emotional and rational arguments to demonstrate what you are selling and WHY they need it
  15. 15. Marketing Techniques 6. Invest in People     People are most precious asset From receptionist to salesman are motivated Provide training & tools to do their job Understand their role to do the work together
  16. 16. Marketing Techniques 7. Make sure your shop front is immaculate    Good presentation is a huge influencing tool Create trust and motivate staffs Don’t lower standard of customer facing area
  17. 17. Marketing Techniques 8. Pricing strategy    Powerful tools to achieve goals Don’t just set the price from cost + margin High – Low – Average
  18. 18. Marketing Techniques 9. Be responsive to complaint    Respond quickly and positively – turn around dissatisfied customer Handle well – loyal customer Handle wrong – bad stories spread out
  19. 19. Marketing Techniques 10. Have a marketing plan    Put your strategy in written plan Ensure all staffs understand company direction Ask yourself when develop the plan       Where are we now? Where do we want to be? What opportunities exist in the environment How will we get there? Who will do what? How will we know we’ve arrived?
  20. 20. Marketing in summary Research: Understanding what customers (or potential customers) want  Product Development: Creating products, services and experiences that satisfy those desires  Communication: Letting customers know that your products and services will satisfy their desires 
  21. 21. End Part I Q&A
  22. 22. Selling Techniques Making It Happen! Bill Morland Orange County SCORE Source : http://merage.uci.edu/ResearchAndCenters/Beall/Resources/Documents/[370]114%20Selling%20UCI%20final.ppt
  23. 23. Sales Process Customer-Facing Non-Customer-Facing Prospect/ Customer/ Sales-Related Initial Customer Contact/Cold Calls Pre-Sales Activities Pre-Sales Activities Creating Sales Plans Sales Activities Informal Relationship Building/Networking Proposal/Pricing Creation Product Training Technology/Tools Training Other Training Sales Team Meetings Internal Meetings Meetings with Direct Manager Marketing Meetings/ Launches Contract Generation/ Modification Other Meetings Sales Reporting Account Setup Customer Service And Support Joint Marketing to end User Competitor/Industry Research Lining Up Internal Resources Product/Service Implementation Post-Sales Activities Training/ Learning Creating Meeting/ Presentation Material Negotiation and Follow-up Closing/Order Taking Product/Customer/ Research Analysts/ Review Creating Call Strategy Sales Calls/Meetings Presentations Sales Activities Sales Training Prospect/Customer Identification Lead Identification/ Qualification Meeting Scheduling Internal/ Non-Sales-R elated Post-Sales Activities Internal Reporting Order Tracking Gathering Customer Feedback Future Sales Forecasting Win-Loss Analysts Other/Ad hoc Reporting Handling Customer Service (e.g. Billing Issues) Continued Relationship Building Time and Expense Reporting Internal Communications Administrative Activities Compensation Tracking Other Administrative Activities Source: Sales Executive Council and SEC Solutions research based on analysis of a number of member organisations
  24. 24. Individual Purchase Process Love Buying Intention Shopping Consideration Awareness
  25. 25. What Is Selling? The face to face meeting with your prospect at the Intention or Buying level  Getting there—right place, right time, right person 
  26. 26. What Do Customers Care About? THEMSELVES!! Wants, Needs, Desires
  27. 27. What Do They Buy? SOLUTIONS!!
  28. 28. What You Should Know About Your Customers Target – Who are they – decision maker?  Needs, Wants – What do you need to solve?  Value Perception – Their perceived value equation. 
  29. 29. The Value Equation Value = Benefit/Cost
  30. 30. Before You Do Anything Else… Sell yourself  Know your product  Know the value equation  Know your competition  Know why your customer should buy from you instead of your competition 
  31. 31. Getting In Position to Sell Target your customer  Know who is the decision maker  Execute your plan consistently  If you can’t/won’t do it, hire it done 
  32. 32. Prepare for the Sales Call Package yourself  No negatives  Research client  Be on time  Be observant 
  33. 33. The Sales Presentation Approach  Present  Objections  Negotiations  Close 
  34. 34. The Approach Eliminate possible distractions  Lead with a question to involve client-and don’t say “how are you?”  State the purpose of call in terms of your customers need  Get agreement on the need 
  35. 35. The Body of the Presentation Use all senses possible  Be aware of clues—body language, questions, etc  Sell benefits not features  Make it logical and end by filling the need 
  36. 36. Objections-Your Best Friend Objections are the client telling you how to sell them  Restate the objection  Answer in terms of your product’s benefits  Move on 
  37. 37. Negotiation End body of presentation with trial close  If you get a “yes”--stop selling and start writing  If you get a “no” ask “why not”  Answer objection, negotiate, and trial close again 
  38. 38. Close Either/or— ”would you like delivery on Friday or next Monday”?  “Is that the only thing that is stopping you from buying”?  Always, always ask for the order 
  39. 39. Important Tips Listen—listen more than you talk  Never, never talk over the client-listen to what he says  Control the flow  Always ask for the order - if you do nothing else ask for the order  Ask for referrals 
  40. 40. Follow-up Sold:  Thank  Restate terms etc  You’ll stay in the loop Didn’t sell:  Thank  Restate need and feature/benefit  Leave a way back in
  41. 41. Keep Records Follow-up consistently  Keep a tickler file  Keep your promised dates  Send correspondence about solutions to their problems  Follow-up, follow-up, follow-up 
  42. 42. Keeping Your Customers Never take them for granted  Stay in touch  Stress benefits of your product  Ask them if they are happy—if not, FIX IT NOW 
  43. 43. Customer Service Answer the phone  No voice menus--no lengthy holds  Resolve problems now  Honor your time frames  Complaints are your friend—you get to show how good you really are 
  44. 44. Handling Complaints Don’t argue  Apologize even if you’re not wrong  Restate problem  Give time frame to resolution  If you can’t meet time, call and extend  Let them know you care and that you are involved 
  45. 45. The Three Most Common Sales Mistakes Not listening to the buyer  Not asking for the order  Forgetting to sell existing customers 
  46. 46. Basic (but Effective) Sales Tips and Techniques  Listen to the emotional side of your prospect or client:   Make a note of this and see if there is anything you can do to assist them.  You may have another client who had a similar dilemma and found a good solution.  Make those connections and help where ever you can.   May mention off-hand that they are really stressed-out about a particular project they are working on You'll be rewarded with loyalty from all of your clients. Focus on your prospect or client's needs:  By selling them more than they need, you may be cutting off future relations with them.  Once they realize that they don't need most of what you sold them, they'll feel bitter and resentful toward you for wasting their money and not looking out for t heir best interest.  They'll see you as a "salesperson" and not as a resource. Source: http://www.investopedia.com/financial-edge/0412/4-common-sales-techniques-people-fall-for.aspx
  47. 47. Basic (but Effective) Sales Tips and Techniques  Use language that focuses on your prospect or client:    Simply changing the way you speak may also make a difference in how you are received by your prospect. Using "you" and "yours," or "you'll find..." rather than "I think" or "Let me tell you about," brings your message a little closer to home and may grab their atte ntion more quickly. Help your prospect see the bottom line:   If you know your product can help clients save money, or increase profitability, then make sure they understand that. Find out your prospect's priorities:  You can save yourself a lot of wasted time and effort by simply knowing how important your product and its benefits are to your prospect.  If you've listened to them and determined the need, but still aren't getting anywhere, find out if there are other elements of their business that are taking p riority and pushing your sale aside.  If you know they have to implement a program before they can spend time considering (or funds purchasing) your product then you can schedule a call bac k at a later date that may stand a better chance of getting some attention.  To do this you have to ask the questions because the information is not always volunteered.
  48. 48. More Sales Tips and Techniques  Know your prospect:    Focus on why they should buy - not their objections:    Building up the benefits associated with using your product, they will be minimizing their resistance to it. By focusing on what you know the prospect likes, you are building up the importance of the positive and reducing the importance of the negatives. Sell the benefits - not the product:    For example, you might bring up the fact that you saw they won an award at a regional meeting then let them proceed to fill you in on the details. You might also compliment them on the efficiency of their production system or the quality of their products. You're not selling your product, you're selling the benefits the product will produce. In other words, you're not selling digital phones, you're selling the ability to communicate from anywhere. You are selling freedom to leave the confines of th e office and still be accessible. You're selling the ability to have a more flexible w ork schedule. You're selling peace of mind for long trips. You're selling security. Get to the emotional or financial benefits and you're on to something! Never rush the sale or the customer:  Rushing them instead of letting them come to their own decision to buy can create hostilities that can't be overturned.
  49. 49. More Sales Tips and Techniques  Know your products, as well as the market - be a RESOURCE:    Follow through with promises:    If you do nothing else, do this. Always follow through with what you say you are going to do. If you say you'll send a quote by Friday - DO IT! If you say you'll check with someone else in your company about an issue that's come up - DO IT ! There is no surer way to lose the faith of a prospect (or existing client) than to forget to do something you tell them you will do.. Focus on your client's success:    To demonstrate that you not only know and understand your products and the market, but can assist them in making good decisions and provide them with too ls to improve their business. You'll be rewarded over and over by loyal clients who trust your opinions and advice, and buy from you frequently. Not to beat a dead horse, but there is tremendous value in being a resource for your client. Make sure they understand that you want to see them succeed, not just sell your products. Use explanations rather than excuses:  If you do have to explain to a customer why there is a problem with their order, their repair, their service, etc. Explain why the problem is there in the first place
  50. 50. 26 Questions that Sell  Buying History Questions         What experiences, good or bad, have you had with this [product type] (e.g. “What experiences, good or bad, have you had with buying cars?”) When did you last buy a [product type]? What process have you gone through in the past to buy a [product type]? Has that process worked well for you? How/how not? What have you already tried doing to fix the problem with your current [product type]? What have you purchased from us before? How did that purchase go? Purchase-Specific Questions        What prompted you to meet with me today? What qualities do you look for in a [product type]? Which quality is most important to you? What don’t you like to have in a [product type]? What is your timeline for buying a [product type]? What is your budget? Who else is involved in the purchasing decision?
  51. 51. 26 Questions that Sell  Rapport-Building Questions      Clarifying Questions      How long have you been with the company? (for B2B sales) Where did you buy that beautiful sofa? (B2C) How old are your children? How many do you have? (If you see a photo) What would you like this [product type] to do for you? Tell me more about that. Can you give me an example? Can you be more specific? How did that affect you? Objection-Seeking Questions     What are your thoughts so far? Do you have any concerns? What are they? What other subjects should we discuss? Is there any reason we shouldn’t move forward?
  52. 52. Thank you. Q&A

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