12. The Sales Process The Marketing Mix The Four Ps: Product Price Position Promotion
13. The Sales Process The Marketing Message WHY SHOULD THEY BUY FROM YOU? WHAT PRINCIPAL BENEFIT CAN YOU OFFER? WHAT OTHER BENEFITS WILL ADD EVEN MORE VALUE? WHY SHOULD THEY COME TO YOU AS OPPOSED TO ANYONE ELSE? WHAT DO YOU OFFER THAT NO-ONE ELSE DOES, OR DOES AS WELL AS YOU? MAKE A VALUE STATEMENT MAKE A GUARANTEE (if you can) PICTURES ATTRACT
14. The Sales Process 1/ PLANNING 2/ PROSPECTING AND ANALYSIS 3/ MAKING CONTACT 4/ PRESENTATION 5/ NEGOTIATION 6/ THE CLOSE 7/ ACCOUNT MANAGEMENT THE SALES PROCESS ATTENTION INTEREST CREDIBILITY DESIRE ACTION Marketing Message Elevator Pitch Networking AIDA – AICDA
15. The Sales Process SALES & MARKETING THE SALES PROCESS PLANNING PROSPECTING & ANALYSIS MAKING CONTACT PRESENTATION NEGOTIATION THE CLOSE ACCOUNT MANAGEMENT THE MARKETING PROCESS PLANNING MARKET KNOWLEDGE THE MARKETING MIX THE MESSAGE ROUTES & TOOLS THE MARKETING PLAN AICDA ATTENTION INTEREST CREDIBILITY DESIRE ACTION
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17. The Sales Process Contacting IT IS TRUE! It is only a ‘numbers game’! The more you contact and follow-up, the more interest you will generate and locate However, fear will colour the way we speak. Lack of confidence Uncertainty Hesitation Lack of conviction Half-truths Fear not!! – all the above can be overcome by that tedious but oh so essential process of……
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20. The Sales Process Gatekeepers 2 More techniques for getting past the gatekeepers: The simplest approach is often the best, so talk to them! Advised? Yes, ‘by our marketing team’ ! This is ……, I wonder if you could help me please. I’ve been advised to call……as we value his/her input regarding…. (a project you have read about or the latest market trend). Hello, this is….., are you ….’s PA? I need to talk to……as I believe we have something that will be of interest for the ….project/ product/initiative, or, can you help me please, I can’t seem to get hold of… as I need to talk to him/her about…. (Only if you can name a current project or key product that the PA will recognise. Just make sure you do having something of interest!
21. The Sales Process CALL or EMAIL? There is no ‘best way’. Find out what works best for you. i.e. Try both. Of your final 100 warm contacts, call 50 directly and email the other 50. Emailing: it may help in finding the right contact, but there will be a delay of a few days before you can follow-up. ‘ Test the Market’: Calling directly: it may take longer to find the contact, but will save time when you have.
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