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21st Century Sales and Marketing    Ian Parker   Roger Stone                  © Roger Stone, Ian Parker     1             ...
Objectives• Appreciate the key elements of sales and marketing• Know about new ways of working and some important  new too...
3
© Roger Stone, Ian Parker     4Mayfield Business Group 2010
What topics do you want to          cover?          © Roger Stone, Ian Parker     5         Mayfield Business Group 2010
Buyers       &                Sellers  Need                   Finding Targets Who is                       Prospecting    ...
Purchase process                  •Pain                         •Education    Need       •Opportunity                    •...
Sales process                     •Referrals           •Trade Assn.Finding Targets      •Research                •Lists   ...
Cold calling• Numbers game• Do research• Pitch the M.A.N.• Take something from each call                       © Roger Sto...
Networking• Breakfast meetings• Business-focused meetings• Trade shows• Other businesses                        © Roger St...
Referrals• Why?• When?• What?             © Roger Stone, Ian Parker     11            Mayfield Business Group 2010
Database management• Plan• Track• Record• Keep in touch• CRM systems                   © Roger Stone, Ian Parker     12   ...
CRM system – Integrating email, database and calendar(example shows Goldmine from FrontRange solutions)
Mobile tools• Responsiveness – switching off, setting expectations• Calling prospects on their mobiles• Email on phones• T...
Secret of Success          Database Management                    +               Cold Calling                    +       ...
New tools for purchasers                    •Browsing    Need          •Social Media                  •Online search      ...
New sales tools                   •Online directories    •Mobile phone lists Finding Targets     •Online search           ...
New tools• Affordable• Work together• Dialogue• Always on• Rich media                   © Roger Stone, Ian Parker     18  ...
Search• Google• YouTube• Bing / Yahoo! / Facebook• Specialist   – kids, government, business, science, archive, arts, …   ...
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Social Media•   Online and mobile•   Share, comment, recommend•   Groups•   Listen and respond•   Interests, age, location...
Facebook• 500M users   – 20M in the UK• Build up friends, share, comment, respond• Pages   – Businesses   – Societies• Gro...
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Adverts targetedReach 215 people interested in Mayfield High Street                                                      b...
LinkedIn• Network for professionals• 80 million members    – 4 million in the UK•   Build your network•   Join groups•   F...
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Mavens• Find• Follow• Engage            © Roger Stone, Ian Parker     32           Mayfield Business Group 2010
Making a Name for Yourself•   Website•   Recommendations, case studies•   Fact sheets, white papers•   Blog•   Answers•   ...
High traffic level                     34
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Making a Name for Yourself•   Regularity•   Added value•   Niche•   Portal•   Integration                                 ...
What’s so new about email?•   Images•   Personalised•   Contact software•   Links•   Subscribe/unsubscribeBUT STILL• Diffi...
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Example of email campaign statistics using Constant Contact                                                              40
Example email campaign management pricing from Constant Contact                                                           ...
Online presentations• VOIP : computer as telephone   – Skype, dedicated systems• Webcam• Screen sharing   – GoToMeeting, W...
Putting into Practice• Determine objectives• Decide budget   – Time   – Money   – Trade-off• Consistency• Interaction     ...
Review of Objectives• Appreciate the key elements of sales and marketing• Know about new ways of working and some importan...
Any other questions ?       © Roger Stone, Ian Parker     45      Mayfield Business Group 2010
Thank you Ian ParkerRoger Stone               © Roger Stone, Ian Parker     46              Mayfield Business Group 2010
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21st century sales & marketing

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21st century sales & marketing

  1. 1. 21st Century Sales and Marketing Ian Parker Roger Stone © Roger Stone, Ian Parker 1 Mayfield Business Group 2010
  2. 2. Objectives• Appreciate the key elements of sales and marketing• Know about new ways of working and some important new tools• Understand how to use some new tools to benefit your businessWithin the available time, we will aim to focus on theelements that you consider important © Roger Stone, Ian Parker 2 Mayfield Business Group 2010
  3. 3. 3
  4. 4. © Roger Stone, Ian Parker 4Mayfield Business Group 2010
  5. 5. What topics do you want to cover? © Roger Stone, Ian Parker 5 Mayfield Business Group 2010
  6. 6. Buyers & Sellers Need Finding Targets Who is Prospecting Branding selling? Closing Who to choose? RetentionWhen to buy Development © Roger Stone, Ian Parker 6 Mayfield Business Group 2010
  7. 7. Purchase process •Pain •Education Need •Opportunity •Persuasion Who is •Awareness •Mailings •Research •Trade Shows selling? •Trade Assn. •High Streets Who to •Price •Reputation •Convenience •Prestige choose? •Service •Relationship •Urgent •Deadline When to buy •Planned •Discretionary © Roger Stone, Ian Parker 7 Mayfield Business Group 2010
  8. 8. Sales process •Referrals •Trade Assn.Finding Targets •Research •Lists •Cold Calling •Trade Show •List mgmt. •Networking Prospecting •Referrals •Mailings / Adverts •Cold Calling •Trade Shows •Messaging •White Papers Branding •News Releases •Adverts •Case Studies •Sponsorship •Offers •Cash Collections Closing •Negotiation •Referrals •Contracts •Recommendations •80/20 Rule •Support Retention •Contact •Service •Warranty •Surveys •Analysis •Loyalty schemesDevelopment •Contact •Surveys •Cross Selling 8
  9. 9. Cold calling• Numbers game• Do research• Pitch the M.A.N.• Take something from each call © Roger Stone, Ian Parker 9 Mayfield Business Group 2010
  10. 10. Networking• Breakfast meetings• Business-focused meetings• Trade shows• Other businesses © Roger Stone, Ian Parker 10 Mayfield Business Group 2010
  11. 11. Referrals• Why?• When?• What? © Roger Stone, Ian Parker 11 Mayfield Business Group 2010
  12. 12. Database management• Plan• Track• Record• Keep in touch• CRM systems © Roger Stone, Ian Parker 12 Mayfield Business Group 2010
  13. 13. CRM system – Integrating email, database and calendar(example shows Goldmine from FrontRange solutions)
  14. 14. Mobile tools• Responsiveness – switching off, setting expectations• Calling prospects on their mobiles• Email on phones• Text systems © Roger Stone, Ian Parker 14 Mayfield Business Group 2010
  15. 15. Secret of Success Database Management + Cold Calling + Email © Roger Stone, Ian Parker 15 Mayfield Business Group 2010
  16. 16. New tools for purchasers •Browsing Need •Social Media •Online search •Online infoWho is selling? •Social Media •Alerts Who to •Websites •Online reviews •Online search •Comparison sites choose? •Social media •Location tools •Email / texts •Social media When to buy •Websites •Comparison sites © Roger Stone, Ian Parker 16 Mayfield Business Group 2010
  17. 17. New sales tools •Online directories •Mobile phone lists Finding Targets •Online search •Events •Email lists •CRM software •Online adverts Prospecting •Websites / SEO •Location tools •Emails •Events •Blogs •Social media Branding •Online advice •Online adverts • Websites / SEO •Event •Online adverts •Barcodes Closing •Emails / texts •Ecommerce •SEO •Online presentations •Spreadsheets •Online discussions Retention •Emails / texts •Survey software •Social media •Online service •Spreadsheets •Online discussions Development •Emails / texts •Multimedia •Social media •Survey software 17
  18. 18. New tools• Affordable• Work together• Dialogue• Always on• Rich media © Roger Stone, Ian Parker 18 Mayfield Business Group 2010
  19. 19. Search• Google• YouTube• Bing / Yahoo! / Facebook• Specialist – kids, government, business, science, archive, arts, … © Roger Stone, Ian Parker 19 Mayfield Business Group 2010
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23
  24. 24. Social Media• Online and mobile• Share, comment, recommend• Groups• Listen and respond• Interests, age, location, activity• Facebook, Twitter, LinkedIn,YouTube, MySpace, Bebo, Friends Reunited, … © Roger Stone, Ian Parker 24 Mayfield Business Group 2010
  25. 25. Facebook• 500M users – 20M in the UK• Build up friends, share, comment, respond• Pages – Businesses – Societies• Groups• Build up followers, conversations © Roger Stone, Ian Parker 25 Mayfield Business Group 2010
  26. 26. 26
  27. 27. Adverts targetedReach 215 people interested in Mayfield High Street by age, location, interests 27
  28. 28. LinkedIn• Network for professionals• 80 million members – 4 million in the UK• Build your network• Join groups• Find people• Get introduced• Ask questions / find answers• Post / find jobs © Roger Stone, Ian Parker 28 Mayfield Business Group 2010
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. Mavens• Find• Follow• Engage © Roger Stone, Ian Parker 32 Mayfield Business Group 2010
  33. 33. Making a Name for Yourself• Website• Recommendations, case studies• Fact sheets, white papers• Blog• Answers• Conversations• Press releases• Videos, photos, music, maps © Roger Stone, Ian Parker 33 Mayfield Business Group 2010
  34. 34. High traffic level 34
  35. 35. 35
  36. 36. 36
  37. 37. Making a Name for Yourself• Regularity• Added value• Niche• Portal• Integration Email Website Face- Twitter book © Roger Stone, Ian Parker 37 Mayfield Business Group 2010
  38. 38. What’s so new about email?• Images• Personalised• Contact software• Links• Subscribe/unsubscribeBUT STILL• Difficult to track © Roger Stone, Ian Parker 38 Mayfield Business Group 2010
  39. 39. 39
  40. 40. Example of email campaign statistics using Constant Contact 40
  41. 41. Example email campaign management pricing from Constant Contact 41
  42. 42. Online presentations• VOIP : computer as telephone – Skype, dedicated systems• Webcam• Screen sharing – GoToMeeting, WebEx• File sending / sharing © Roger Stone, Ian Parker 42 Mayfield Business Group 2010
  43. 43. Putting into Practice• Determine objectives• Decide budget – Time – Money – Trade-off• Consistency• Interaction © Roger Stone, Ian Parker 43 Mayfield Business Group 2010
  44. 44. Review of Objectives• Appreciate the key elements of sales and marketing• Know about new ways of working and some important new tools• Understand how to use some new tools to benefit your business © Roger Stone, Ian Parker 44 Mayfield Business Group 2010
  45. 45. Any other questions ? © Roger Stone, Ian Parker 45 Mayfield Business Group 2010
  46. 46. Thank you Ian ParkerRoger Stone © Roger Stone, Ian Parker 46 Mayfield Business Group 2010

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