2. Marketing = ?
Marketing is the sum of all activities that take you to a sales outlet. After that sales
Marketing is all about creating a pull, sales is all about push.
Marketing is all about managing the four P’s –
3. The 4 Ps & 4Cs
4. Difference between Marketing & Sales
1. trying to get the company produce
what the customer wants
2. Marketing is much wider & dynamic
3. Marketing revolves around needs &
interest of buyer
4. Marketing is outside-in perspective
5. Marketing creates PULL
6. Marketing involves a set of activities
7. Marketing is a process
1. trying to get the customer to
want what the company
2. Sales is a narrow concept
3. Sales revolves around needs &
interest of seller
4. Selling is an inside-out
5. Selling is a PUSH
6. Sales is a part of marketing
7. Sales is the result of marketing
5. • You cannot do without either process
• Business growth is possible by strategically
combining both efforts
6. Types of Selling
1. The Instant Buddy
Salespeople who use this approach are warm
and friendly, asking questions and showing
interest in their prospects.
They try to connect on an emotional level
with a prospective customer.
7. Types of Selling
2. The Guru
• They are more logical and less emotional.
• They position themselves as problem-
solvers, able to answer any question and
tackle any issue that the prospect lays before
• The guru approach requires plenty of work
learning the relevant information and keeping
up with changes in your industry.
8. Types of Selling
3. The Consultant
• This approach combines the 'guru' and 'buddy'
• It requires a great deal of time and effort on a
• You must be both knowledgeable and able to
make an emotional connection with your
• If you can manage both of these feats, your sales
will take off like a rocket.
9. Types of Selling
4. The Networker
• The dedicated networker maintains a web of
friends, co-workers, salespeople from other
companies, customers and former
customers, and anyone else he meets.
• A strong enough network will create an
ongoing flow of warm leads that can provide
most or even all of the salesperson's needs.
10. Types of Selling
5. The Hard Seller
Hard selling involves getting someone to buy a
product even though he doesn't want or need it.
No ethical salesperson should use a hard sell
The result is customer who never buy again
and, sooner or later, a bad reputation for the
company as a whole.
Stick with one or more of the first four approaches
– they are all both effective and ethical.
12. Buyer Expectations
1. Customers Expect Solid Information.
Providing your customers with tangible information lets them know that you
value them and respect their ability to make sound decisions.
When they feel that they're respected, they're more open and willing to do more
business with your company.
2. Customers Expect Options.
Customers don't want to be told that there's only one way or one solution.
They'll respond positively when they're given options.
Options are essential because they create dialogue and discussion. Open
dialogue can lead to more sales.
13. Buyer Expectations
3. Customers Expect Single Source Service.
Customers don't want to be transferred to every unit of your business to have
their problems solved.
This means taking ownership of your customers requests, problem, etc., and
ensuring that their needs are met to their satisfaction.
4. Customers Expect Superior Communication.
If you tell them that you will call them back at a certain time, make sure that
Your responsiveness will create a bond of trust, and a
communication comfort level.
14. Buyer Expectations
5. Customers Expect Consulting.
You must take the time to ask pertinent questions .
This will demonstrate your ability and knowledge as well as your intent to spend the
necessary time with them to meet their specific needs.
6. Customers Expect A Seamless Relationship.
The best businesses are those that believe in going the extra
mile for their customers.
Building a relationship with your customers built on mutual trust and respect takes time
and effort, but remember retention is the best method of building profit.
16. Automobile Repair
• Be Competent
• Explain Things
• Be respectful
• Fix it Right the First Time
• Explain why the suggested
repairs are required
• Don’t treat me as a dumb
17. Automobile Insurance
• Keep me informed
• Be on my side
• Keep the promise
• Provide prompt service
I shouldn’t have to learn about
insurance law changes from
I don’t want them to treat me
like a criminal just because I’ve
Protect me from Catastrophe
I want fast settlement of my
• Provide a clean room
• Provide a secure room
• Keep the Promise
• Be Flexible
• Clean & Hygienic
• Good bolt & peephole on
• Prompt service
• In case I need extra services
19. Customer Loyalty Vs. Satisfaction
“taken for granted”