2. DIFFERENCE BETWEEN MARKETING
AND SELLING
Marketing – We identify the target customer(s) and
ask: “What do you need”
Selling – We have a valuable product that will fill
the customer’s need, so we ask: “Do you want to
buy it?”
In marketing and selling, the trick to being
successful is to know the difference between a neat
innovation and a great product.
We need a marketing to turn the service or device
into a product having a personality. They need a
target customers, advertising , clear focus on
product and fill customer needs.
3. SELLING VALUE, NOT COST
Product truly is innovative
Techniques employed in selling commodity items
are completely useless
The best approach is to emphasize something for
customers that can’t be done any other way that we
will save their money.
We must emphasize values and not cost
For example: water softeners using ion-exchange
materials were state of the art of for many years.
Then reverse osmosis technology advanced to the
point where it become cost-effective for household
use.
4. SELLING VALUE, NOT COST
A few example of REVERSE OSMOSIS better:-
The novelty of innovative technology was a distinct
advantage after demonstrated new method for certain
water conditions
Longer term benefits due to more attractive life-cycle
costs were emphasized in the second phase of selling.
The third phase of selling offered a choice of
technologies – other performance characteristics.
Reverse osmosis sales improved considerably when
positive health benefits were cited with the principal
competing technology.
In other words, the other technology just couldn’t deliver
this benefit.
5. THE IMPORTANCE OF MARKET SHARE
“Marketing must invent complete products and drive
them to commanding positions in defensible market
segments” Davidow.
In their study, state Companies with greater than a
30 percent market share almost always were
profitable and conversely, those with less than a 15
percent share almost always lost money.
Meaning that we don’t believe that rule is
inviolable, but we agree that if our market share
doesn’t fall into the greater than 15 percent
level, there had better be a very, very good reason
to pursue that market.
6. MARKETING TOOLS
Salespeople have many techniques to keep in front
of a customer.
People wants a clear explanation of What We
Do, Who We Are, Where We Are, What We
Sell, How Much It Cost, and How to Get in Touch
With Us…
Generally they do a lot of homework before they
even contemplate buying innovative products.
Researching technical journals
Attending trade shows
Listening to technical presentations at seminars and
professional society meetings.
7. MEASURING PERFORMANCE
(FACTORS)
Do programs comply with the “strategic principle”
Does marketing understand why customers will buy
the product?
Does a crusade mentality exist?
Is customer satisfaction guaranteed?
Does the product match the sales and distribution
channels?
Will the promotion program work?
Is the product different?
Does a marketing plan exist?
Is pricing fair?
8. MEASURING PERFORMANCE
(FACTORS)
Do programs comply with the “strategic principle”
Does marketing understand why customers will buy
the product?
Does a crusade mentality exist?
Is customer satisfaction guaranteed?
Does the product match the sales and distribution
channels?
Will the promotion program work?
Is the product different?
Does a marketing plan exist?
Is pricing fair?
9. MEASURING PERFORMANCE
(FACTORS)
Are the marketing programs integrated?
Is marketing in touch with the customer base?
Does marketing respect sales, and vice versa?
Does marketing drive the organization?
Are products managed throughout their life cycles?
Is a forecasting system in place?
Does marketing have quality control?
10. TECHNOLOGY QUOTAS AND RETENTION
REQUIREMENTS ARE A MUST!
Technology quotas and retention requirements
provide for explicit goals to be at predetermined
times for license agreements to remain force. If the
license does not meet a goals, they are not retained
and the license agreement is terminated.
In the event that a licensee runs into bad luck or
bad timing, efforts should be made to work with
them to get things back on track by lending our
technical, financial and marketing skills.
All team members must behave professionally.
Word of brutal treatment of licensees gets around.
