21st century sales & marketing
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The document discusses 21st century sales and marketing. It provides an overview of key topics like buyers and sellers, the purchase and sales processes, prospecting, branding, closing and retention. It also discusses new tools for both purchasers and those in sales, including search engines, social media, email marketing and online presentations. The objectives are to understand the key elements of sales and marketing, new ways of working and tools, and how to use new tools to benefit a business.
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21st century sales & marketing
- 1. 21st Century Sales and Marketing Ian Parker Roger Stone © Roger Stone, Ian Parker 1 Mayfield Business Group 2010
- 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 business Within the available time, we will aim to focus on the elements that you consider important © Roger Stone, Ian Parker 2 Mayfield Business Group 2010
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- 4. © Roger Stone, Ian Parker 4 Mayfield Business Group 2010
- 5. What topics do you want to cover? © Roger Stone, Ian Parker 5 Mayfield Business Group 2010
- 6. Buyers & Sellers Need Finding Targets Who is Prospecting Branding selling? Closing Who to choose? Retention When to buy Development © Roger Stone, Ian Parker 6 Mayfield Business Group 2010
- 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. 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 schemes Development •Contact •Surveys •Cross Selling 8
- 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. Networking • Breakfast meetings • Business-focused meetings • Trade shows • Other businesses © Roger Stone, Ian Parker 10 Mayfield Business Group 2010
- 11. Referrals • Why? • When? • What? © Roger Stone, Ian Parker 11 Mayfield Business Group 2010
- 12. Database management • Plan • Track • Record • Keep in touch • CRM systems © Roger Stone, Ian Parker 12 Mayfield Business Group 2010
- 13. CRM system – Integrating email, database and calendar (example shows Goldmine from FrontRange solutions)
- 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. Secret of Success Database Management + Cold Calling + Email © Roger Stone, Ian Parker 15 Mayfield Business Group 2010
- 16. New tools for purchasers •Browsing Need •Social Media •Online search •Online info Who 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. 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. New tools • Affordable • Work together • Dialogue • Always on • Rich media © Roger Stone, Ian Parker 18 Mayfield Business Group 2010
- 19. Search • Google • YouTube • Bing / Yahoo! / Facebook • Specialist – kids, government, business, science, archive, arts, … © Roger Stone, Ian Parker 19 Mayfield Business Group 2010
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- 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. 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
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- 27. Adverts targeted Reach 215 people interested in Mayfield High Street by age, location, interests 27
- 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
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- 32. Mavens • Find • Follow • Engage © Roger Stone, Ian Parker 32 Mayfield Business Group 2010
- 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. High traffic level 34
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- 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. What’s so new about email? • Images • Personalised • Contact software • Links • Subscribe/unsubscribe BUT STILL • Difficult to track © Roger Stone, Ian Parker 38 Mayfield Business Group 2010
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- 40. Example of email campaign statistics using Constant Contact 40
- 41. Example email campaign management pricing from Constant Contact 41
- 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. Putting into Practice • Determine objectives • Decide budget – Time – Money – Trade-off • Consistency • Interaction © Roger Stone, Ian Parker 43 Mayfield Business Group 2010
- 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. Any other questions ? © Roger Stone, Ian Parker 45 Mayfield Business Group 2010
- 46. Thank you Ian Parker Roger Stone © Roger Stone, Ian Parker 46 Mayfield Business Group 2010