Tactical and practical persuasion and selling

Tactical and Practical

Persuasion and Selling

Rey Lugtu

www.reylugtu.com

A service provider going into banking industry?

A telco provider becoming a bank?

A telco provider becoming a bank?

ANOTHER INNOVATION

A water provider becoming bank-like?

MARKET

INNOVATION IS KEY

AGENDA

Understanding your potential customersExisting versus Emergent Customers

Filipino Values and Filipino Social Framework

Understanding Your Persuasion Styles

5-Stage Sales Cycle ProcessStage 1: Strategies for Reaching your Emergent

MarketNetworking Strategy

Direct Outreach Strategy

Internet and Mobile Strategy

AGENDA (cont’d)

Referral Strategy

Speaking and Demonstrating Strategy

Keep-in-Touch Strategy

Tie-up and Partnership Strategy

Stage 2: Building trust and credibility: Demonstrating your knowledge, solution, and value

Stage 3: Closing the sale: Integrating the value into the client

Stage 4: Delighting the customer: Over-delivering value

Stage 5:Expanding the sale: Up-selling, cross-selling and expanding the network

Persuasion and selling

Selling – exchange of goods and services

for an agreed sum of money

Persuasion – pushing your agenda

through the network of relationship

Understanding your potential

customers

Existing versus Emergent Customers

Existing

customers

Emergent

Customers

Emergent Customers

Silver Market/Baby Boomers

Empowered women

Teens

OFW families

Home office entrepreneurs

Gay/lesbian/transgender markets

Modern man


Socially connected – peers, grandchildren,

neighbors

Growing internet connectedness

Do not like stereotypes

Thinks of themselves as younger than

they are

Empowered Women

Educated and financially strong

Responds to emotional appeals

Naturally gravitate to groups and

communities

Use the Internet more, for practical

reasons

Teens

More spending power

Growing influence in

family spending

Tech savvy – Internet

and mobile

Socially connected –

friends, groups

OFW Families

More than 5 million OFWs

More spending power

Internet connectedness to relatives

Low to high savings

Family decision-making

Home Office Entrepreneurs

Socially connected

Tech savvy – Internet and

mobile

Business-minded

Moderate to high risk-

takers

Gay/lesbian/transgender

(GLBT) markets

Family-centric, family as

influencers

Spends discretionary

income on investment and

financial services, among

others

Desires inclusion in popular

culture

Modern man

Value the quality of customer service

Relies on family members, friends and peers as source of information

Enjoy mall activities, window shopping

Enjoys networking

Frequents gyms, spas wellness centers

Tech savvy

Workshop

Divide to 7 groups

Create a fictitious customer that belong to the following emergent market:

Group 1-Silver Market/Baby Boomers

Group 2-Empowered women

Group 3-OFW families

Group 4-OFW families

Group 5-Home office entrepreneurs

Group 6-Gay/lesbian/transgender markets

Group 7- Modern man

Workshop (cont’d)

Define the fictitious character in terms of:Customer classification (use emergent customers)

Customer name

Hometown

Age

Occupation

Hobbies

Family status

Brainstorm as many customer needs; be specific e.g. an 17-year old lady would need money to spend on beauty products

How would PFB meet those needs

Format

Customer classification (use emergent customers)

Customer name

Hometown

Age

Occupation

Hobbies

Family status

Needs (list as many as you can)

How PFB can meet those needs

Filipino Values and

Filipino Social Framework

Social Organization

Paternalism:respect for

authority

Familism:emotional

closeness &family

security

Personalism:Small group

centeredness


Hiya

Delicadeza

Amor propio

awa

Bahala

Galang

Utang-na-loob

Pakikisama

Pakikitungo

Pakikiramay

Filipino Values

ASAL

Damdamin Dangal

Kapwa

Persuasion and Selling thru

Filipino values

SELLING

Network-Influence Lines

Social Organization

Paternalism Familism:

Personalism

Understanding Your

Persuasion Styles

Audience

Characteristics

• Filipino values

Communicator

Characteristics

• Relationship

• Credibility

• Attractiveness

Message

Content

• Features/Benefits

• Emotional appeals

Communication Medium:

F2F, email, press, etc

Persuasive Communication

Persuasion Styles

What is your persuasion style?

Persuasion Styles

Other oriented:

•When you are initially focused more on

social considerations – existing

relationships, the political environment,

and other people’s interest

•Harness these insights to make you

message especially appealing to a

particular audience

Self-oriented:

•You tend to focus first on your internal

perspective – the authority you want to

assert, the need you want to express, or

the evidence you want to demonstrate

•You put your message out with less

attention to customizing it for a particular

audience

Tries first to dominate the

discussion

Prefers to listen first and

then quietly give their views

when asked

How does each style work?

Driver (high volume – self oriented)

Andy Grove

Founder, CEO, Intel

1936 --

“Constructive

Confrontation”

Commander (low volume-self oriented)

J.P. Morgan

Financial Tycoon

Founder, J.P. Morgan

1837-1913

Promoter (high volume-other oriented)

Andrew Carnegie

Founder, Canegie Steel

1835-1919

Net worth: $298.3 billion

Chess Player (low volume-other oriented)

John D. Rockefeller

Industrialist

1839-1937

Net worth: $ 318.3 billion

Advocate (balanced)

Sam Walton

Founder, Wal-mart

1918-1992

Net worth: $128.3 billion

Persuasion Styles

5-Stage Sales Cycle Process

5-Stage Sales

Cycle ProcessStage 1:

Reaching your

Emergent market

Stage 2:

Building trust and credibility:

Demonstrating your

Knowledge, solution,

and valueStage 3:

Closing the sale:

Integrating the value

into the client

Stage 4:

Delighting the customer:

Over-delivering value

Stage 5:

Expanding the sale:

Up-selling, cross-selling

and expanding the network

Stage 1:

Strategies for Reaching your

Emergent Market

5-Stage Sales


Reaching your

Emergent market

Stage 1:

Reaching your

Emergent market

Stage 2:


Demonstrating your


and value

Stage 2:


Demonstrating your


and valueStage 3:

Closing the sale:


into the client

Stage 3:

Closing the sale:


into the client

Stage 4:



Stage 4:



Stage 5:

Expanding the sale:



Stage 5:

Expanding the sale:



Networking Strategy

What is Networking

Connecting with another human being

means that you’re in sync with, and

relevant to, each other

50/50 Networking Rule

We share our

networking focus

evenly between

potential clients and

other people.

How to Network

Share what you know

Share whom you know

Share how you feel

Networking Opportunities

Informal networking

opportunities

Casual chat in line at the

grocery store

Speaking with your

neighbor while you walk

your dog

Attending a birthday party


Online networking opportunitiesSocial networking sites: Friendster, Facebook,

Multiply

Business networking site: LinkedIn

Online discussion groups and forums: Yahoo groups, Google groups

Send an online note to all potential clientsStart on a friendly note

Introduce the company

Make a pitch on the services

Facebook

Linkedin


Formal networking opportunities

Toastmasters club

Local chamber of commerce meetings

Trade association meetings

Conferences, conventions

Networking Events – What to do

Do arrive on time

Do smile and be friendly

Do focus on giving

Do prepare for the event

Do introduce yourself to the person hosting the event

Do introduce yourself to the bigwig

Do offer something when first meeting someone, whenever possible

Do start conversations by asking questions

Networking Events – What to do

Do identify two or three things you’d like to

learn from the people at the function

Do take initiative

Do be inclusive

Do ask for business card and then keep in

touch

Do have pen with you always

30-Day Networking Plan

Create an online networking site in next 7

days

Identify an informal meeting – party,

reunions, gathering in the next 30 days

Identify a club, meeting, or conference that

you will join/attend in the next 30 days

Workshop

Divide into 7 groups (same grouping)

Brainstorm on how you can build a network with your emergent marketGroup 1- Modern man

Group 2- OFW families

Group 3- Gay/lesbian/transgender markets

Group 4- Empowered women

Group 5- Home office entrepreneurs


Group 7- Silver Market/Baby Boomers

List 5 approaches/action plans

15 minutes


When to Use Direct Outreach

To an ideal client or others within your

target market to let them know how you

can serve them

To the decision maker at an organization

or association to promote your service

Direct Outreach Tools

Letters

Calls

E-mails

Brochures and flyers

Press release

Letters

Indentify who you will send letter to

Letter then follow up with phone call or

email

Make it personalized

Do your homework – find out everything

you need to know about the person

Letter Format

Start your letter by telling the reader why you’re writing

Flatter your reader but be sincere

Next step is to expand upon your reason for writing and make your case Is it going to be successful

Is it worth doing?

Is this person able to do what he says he can?

Finally, make sure that your suggested next steps are very clear.You must let the reader know exactly how to take

advantage of your offer, what you want him to do, and when you want him to do it.

Calls

Use calls to keep in touch and

follow up with every ideal client

or potential customer you meet

Make the call personal and

emotional

E-mail

After meeting someone at a

networking event or social

occasion, sending a quick and

personal email is an effective way

of deepening the connection

Use email in conjunction with other

direct outreach tools


Have brochures “professionally” done

Customize to locality

Maximize value of brochure or flyer by

giving them to target market

Promoting through the Press

Look for ways to get free publicity through

community outreach, feature articles, etc

Publicity lends credibility

Localize the content

Steps to Planning and Executing Your PR

Campaign

Clarify your goals

Identify whom you want to reach and

connect with

Choose which media outlets you’re going

to target e.g. local newspaper

Write the press release that makes your

announcements

Submit your press release to media outlet

30-Day Direct Outreach Plan

Identify target potential clients

Choose from among the tools:Letters

Calls

E-mails


Press release

Put together your message

Timelines of execution


Internet and Mobile

15 million internet users

All OFWs abroad are using

Internet and mobile

60 million mobile subscribers

Internet Strategy

Use your company’s website to link with

potential customers

Put a link of your website in your email

signature

Place your web address in brochures, business

cards

Use tell-a-friend forms in your website

Use your social networking site e.g. LinkedIn,

as your alternate company website

Mobile Strategy

Build a database of mobile subscriber

numbers from existing clients and network

Use mobile as customer service tool, e.g.

sending reminders, birthday greeting

Use mobile phone to send promotions

Use mobile phone to supplement

networking strategy, direct outreach, and

referral strategy

30-Day Internet and Mobile Strategy

Internet

Put a link of your website in your email signature

Place your web address in brochures, business cards

Use tell-a-friend forms in your website

Build your social networking site e.g. LinkedIn, as your

alternate company website

Mobile Strategy

Build a database of mobile subscriber numbers from

existing clients and network

Use mobile in customer service and promotion

Workshop

Divide into 7 groups (same grouping)

Brainstorm on how you can build use direct outreach strategy and Internet/mobile strategy with your emergent market Group 1- OFW families



Group 4- Modern man




List 5 approaches/action plans

15 minutes

Referral Strategy

Finding Referral Opportunities

From existing clients

From immediate contacts,

e.g. friends, relatives

From networking activities

Beginning the Referral Process

1. Identify your clients’ benefits

2. Identify why others would refer to you

3. Identify the types of referrals you seek

4. Identify the places where your referrers

meet ideal referrers

5. Clarify and communicate how your

referrers make a referral

Beginning the Referral Process (cont’d)

6. Ask for referrals

Situations that lead to a natural referral

conversation

Your clients thanks you for a great session or

job well done

Your ideal client asks you for more services

Your ideal client asks for clarification on a

process or concept

Your ideal client describes a past problem

that you helped fix or goal you helped him or

her achieve


7. Facilitate the referral connection

Offer to meet, consult with, or advise

anyone who is important to your clients

Hand out a card or send an email that

clients will pass on to friends and family

Ask them to write down the names of

these people and ask them how you

should best get in touch and you do it


8. Follow up with referrals and referrers

Hold private meetings and demonstrations

Tell them what to expect, how you work, and benefits they will experience

Include administrative details too – help clients feel as comfortable as possible

Provide third party articles and facts that support your analysis in describing benefits they will achieve

Invite clients to work with you, with specific date and time

Other Professionals – The Source of

Referrals

Professionals who offer services and

products that are complementary to yours,

and work with target market, are ideal

sources of referrals

Join organizations and associations where

these professionals are members of

Affiliate Fees and Rewards Programs

Create rewards for those

who refer others to you

Formal affiliate program

where you pay cash to

referrer

Coupons for discounts

on services, products, or

programs

30-Day Referral Program

1. Identify your clients’ benefits



4. Identify the places where your referrers meet ideal referrers

5. Identify professionals who offer services and products that are complementary to yours, and work with target market that can refer clients to you

6. Draft your message how your referrers make a referral

7. Create rewards for those who refer others to you

Workshop

Divide yourselves into five groups



Group 3- Modern man





Workshop (cont’d)

Brainstorm, agree on a referral program, and report.



3. Identify the places where your referrers meet ideal

referrers

4. Identify professionals who offer services and products that

are complementary to yours, and work with target market

that can refer clients to you

5.Draft your message how your referrers make a referral

6.Create rewards for those who refer others to you

15 minutes limit

Speaking and Demonstrating

Strategy

Self-Promotion

Invite target market to events that you

produce

Community educational seminars

Company-level talks

Barangay-level seminars

Demonstrations and Educational Events

School and university speaking engagements

Why Events are Important

Leverage your time to connect with as

many people

Leverage the power of communities

You’ll be viewed as a generous connector

Presenting in Events

Plan your presentation or talk

Define your message

Know your audience

Choose your role

Know your material

Be prepared

Organize your information

30-Day Speaking and Demonstrating

Strategy

Identify a speaking engagement, seminar

that you can arrange

Identify audience – university, barangay,

community

Organize the talk


How Do You Keep in Touch

Newsletters – electronic or

paper

Ideally automated – from

website subscription, or mailing

list

Content of Keeping in Touch

Industry information

Strategies, tips and techniques

Content from other sources (experts)

Product and service offerings

Special announcements

Choosing Your Keep-in-Touch Tools

Electronic new letters

Printed Newsletters

Mailers

Phone Call or SMS

Automating Your Keep-in-Touch Strategy

Build and manage your

database

Follow up with

prospects and

professional

opportunities

Tie-up and Partnership

Strategy

Tie-ups and Partnerships

Create tie-ups and/or partnerships with target marketTelcos (Smart, Globe) and Remittance service

firms have strong programs on OFW market

Spas, gyms and health clubs are popular destinations for modern man and empowered women

Find ways how you can work with these firms and establishments to reach your target market

Group Discussion

Which companies or establishments can

you have tie-up with to reach your target

market?

What is your value proposition with the

establishment?

Stage 2:


Demonstrating your


and value

5-Stage Sales


Reaching your

Emergent market

Stage 1:

Reaching your

Emergent market

Stage 2:


Demonstrating your


and value

Stage 2:


Demonstrating your


and valueStage 3:

Closing the sale:


into the client

Stage 3:

Closing the sale:


into the client

Stage 4:



Stage 4:



Stage 5:

Expanding the sale:



Stage 5:

Expanding the sale:



Social Organization

Paternalism:respect for

authority

Familism:emotional

closeness &family

security

Personalism:Small group

centeredness

Relationship Building:


People buy from people they

'know, like and trust'


Filipino Values

ASAL

Damdamin Dangal

Kapwa

Hiya

Delicadeza

Amor propio

awa

Bahala

Galang

Utang-na-loob

Pakikisama

Pakikitungo

Pakikiramay


Filipino values

SELLING


Social Organization


Personalism

Building Credibility

Demonstrate competence

Demonstrate expertise

Building trustworthiness

Stage 3:

Closing the sale:


into the client

5-Stage Sales


Reaching your

Emergent market

Stage 1:

Reaching your

Emergent market

Stage 2:


Demonstrating your


and value

Stage 2:


Demonstrating your


and valueStage 3:

Closing the sale:


into the client

Stage 3:

Closing the sale:


into the client

Stage 4:



Stage 4:



Stage 5:

Expanding the sale:



Stage 5:

Expanding the sale:



Closing the Sale: and Integrating the

Value

Look for buying signals

Be aggressive in the closure

Continue inviting the client to events

Continue communications

Stage 4:



5-Stage Sales


Reaching your

Emergent market

Stage 1:

Reaching your

Emergent market

Stage 2:


Demonstrating your


and value

Stage 2:


Demonstrating your


and valueStage 3:

Closing the sale:


into the client

Stage 3:

Closing the sale:


into the client

Stage 4:



Stage 4:



Stage 5:

Expanding the sale:



Stage 5:

Expanding the sale:



Delighting the Customer

Go after consumers who appreciate the benefits offered and who show their appreciation

Give them an incentive to share information about themselves and others

Use technology to extend your reach Email, mobile

Get personal

Stage 5:

Expanding the sale:



5-Stage Sales


Reaching your

Emergent market

Stage 1:

Reaching your

Emergent market

Stage 2:


Demonstrating your


and value

Stage 2:


Demonstrating your


and valueStage 3:

Closing the sale:


into the client

Stage 3:

Closing the sale:


into the client

Stage 4:



Stage 4:



Stage 5:

Expanding the sale:



Stage 5:

Expanding the sale:



Expanding the sale

Maximize value from the client

Sell some more

Get referral

Sign the client up as affiliate

Best promotes is the client

Integration

Existing versus Emergent Customers

Existing

customers

Emergent

Customers

Emergent Customers


Empowered women

Teens

OFW families

Home office entrepreneurs

Gay/lesbian/transgender markets

Modern man

Persuasion and Selling thru

Filipino values

SELLING


Social Organization


Personalism

Audience

Characteristics

• Filipino values

Communicator

Characteristics

• Relationship

• Credibility

• Attractiveness

Message

Content

• Features/Benefits

• Emotional appeals

Communication Medium:

F2F, email, press, etc

Persuasive Communication

Persuasion Styles

5-Stage Sales


Reaching your

Emergent market

Stage 2:


Demonstrating your


and valueStage 3:

Closing the sale:


into the client

Stage 4:



Stage 5:

Expanding the sale:



Strategies for Reaching your Emergent

Market

Networking Strategy



Referral Strategy

Speaking and Demonstrating Strategy


Tie-up and Partnership Strategy

End

GOODLUCK!