Marketing techniques & selling techniques

Marketing Techniques &

Selling Techniques

Damnern Kiatchoosakul

Marketing vs. Selling Selling focuses on the needs of the seller,

marketing on the needs of the buyer. Selling is preoccupied with the seller’s nee

d to convert his product into cash; marketin g with the idea of satisfying the needs of th e customer by means of the product and th e cluster of things associated with creating,

- delivering, and finally consuming it.”Theodore Levitt

What is Marketing??? Peter Drucker’s Quotes "Because the purpose of business is to

create a customer, the business enterprise has two--and only two--basic functions :marketing and innovation .

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

The aim of marketing is to make selling unnecessary

Marketing Defined

Goals: 1. Attract new customers by promising superior

value. 2. Keep and grow current customers by delivering

satisfaction.

OLD view of marketing:

Making a sale—“telling and

selling”

NEW view of marketing:

Satisfying customer needs

Marketing Techniques1. Understand customers

Most important stage Understand behaviors, demographics and

requirements

Source : http://www.marketing-made-simple.com/articles/quick-marketing-tips.htm

Marketing Techniques1. Understand customers

How? - Market Research Desk Research

Existing market or solutions Competition, actual and potential Demographics Source : Internet / Government / Organization /

Exhibition / Stakeholders , etc. Field Research

Experiment / Focus group Telephone / Online / Street Research Questionaires

Marketing Techniques2. Observe Marketing Environment

Changing global circumstances ‘Scan’ external environment for opportunities

and threats P E S T Political Economic Social Technology


Relative Market Share RMS = Our Share / Top 3 Market Share

Source : http://mba.sorrawut.com/wiki/BCG_Model

Marketing Techniques2. Observe

Marketing Environment Product Life

Cycle

Source : http://www-rohan.sdsu.edu/~renglish/370/notes/chapt11/


5 Force Model (Michael E.Porter)

Source : http://dc445.4shared.com/doc/nAYYRGF9/preview_html_175f285c.jpg

Marketing Techniques3. Design product or service to meet customers

From package to the way it is promoted Don’t be trapped to make what you want to sell rather

than customer wants Marketing Mix 4Ps or 7Ps

Product Price Place Promotion People Process Physical environment

Marketing Techniques3. Design product or service to meet

customers Market segmentation

Mass Local Individual Niche

Customer segmentation Geographic Demographic Psychographic Behavioristics

Marketing Techniques4. Ensure you are smooth and efficient

Process – Easy to do business with Delight customer beyond just a duty Word of mount is a powerful selling tool

Marketing Techniques5. Design Market Communication

Targeting Advertising

Image Message Newspaper / TV / Trade / Magazines Online

Use both emotional and rational arguments to demonstrate what you are selling and WHY they need it

Marketing Techniques6. Invest in People

People are most precious asset From receptionist to salesman are motivated Provide training & tools to do their job Understand their role to do the work together

Marketing Techniques7. Make sure your shop front is immaculate

Good presentation is a huge influencing tool Create trust and motivate staffs Don’t lower standard of customer facing area

Marketing Techniques8. Pricing strategy

Powerful tools to achieve goals Don’t just set the price from cost + margin High – Low – Average

Marketing Techniques9. Be responsive to complaint

Respond quickly and positively – turn around dissatisfied customer

Handle well – loyal customer Handle wrong – bad stories spread out

Marketing Techniques10. Have a marketing plan

Put your strategy in written plan Ensure all staffs understand company

direction Ask yourself when develop the plan

Where are we now? Where do we want to be? What opportunities exist in the environment How will we get there? Who will do what? How will we know we’ve arrived?

Marketing in summary Research : Understanding what customers

(or potential customers ) want Product Development: Creating products, s

ervices and experiences that satisfy those desires

Communication : Letting customers know that your products and services will satisfy their desires

End Part I

Q&A

Selling Techniques

Making It Happen!Bill Morland

Orange County SCORE

Source : http://merage.uci.edu/ResearchAndCenters/Beall/Resources/Documents/[370]114%20Selling%20UCI%20final.ppt

Sales Process

Training/Learning

Internal Meetings

Internal Reporting

AdministrativeActivities

Other AdministrativeActivities

CompensationTracking

InternalCommunications

Other/Ad hocReporting

Time and ExpenseReporting

Sales Reporting

Other Meetings

Marketing Meetings/Launches

Meetings with Direct Manager

Sales Team Meetings

Other Training

Technology/ToolsTraining

Product Training

Sales TrainingProspect/Customer

Identification

Product/Customer/Research Analysts/

Review

Competitor/IndustryResearch

Creating CallStrategy

Creating Meeting/Presentation Material

Proposal/PricingCreation

Contract Generation/Modification

Lining Up InternalResources

Account Setup

Order Tracking

Handling CustomerService (e.g. Billing Issues)

Future SalesForecasting

Win-Loss Analysts

Initial CustomerContact/Cold Calls

Lead Identification/Qualification

Meeting Scheduling

Creating Sales Plans

Sales Calls/MeetingsPresentations

Negotiation andFollow-up

Closing/Order Taking

Informal RelationshipBuilding/Networking

Product/ServiceImplementation

Customer ServiceAnd Support

Joint Marketingto end User

Gathering CustomerFeedback

ContinuedRelationship Building

Pre-Sales Activities

Sales Activities

Post-SalesActivities

Pre-Sales Activities

Sales Activities

Post-SalesActivities

Non-Customer-Facing

Internal/Non-Sales-Related

Customer-Facing

Prospect/Customer/Sales-Related

Source: Sales Executive Council and SEC Solutions research based on analysis of a number of member organisations

Individual Purchase ProcessIndividual Purchase Process

Love

ConsiderationShopping

IntentionBuying

Awareness

What Is Selling? The face to face meeting with your

prospect at the Intention or Buying level Getting there—right place, right time, right

person

What Do Customers Care What Do Customers Care About?About?

THEMSELVES!!Wants, Needs, Desires

What Do They Buy?

SOLUTIONS!!

What You Should Know About What You Should Know About Your CustomersYour Customers

Target – Who are they – decision maker? Needs, Wants – What do you need to

solve? Value Perception – Their perceived value

equation.

The Value Equation

Value = Benefit/Cost

Before You Do Anything Else… Sell yourself Know your product Know the value equation Know your competition Know why your customer should buy from

you instead of your competition

Getting In Position to Sell

Target your customer Know who is the decision maker Execute your plan consistently If you can’t/won’t do it, hire it done

Prepare for the Sales Call Package yourself No negatives Research client Be on time Be observant

The Sales Presentation Approach Present Objections Negotiations Close

The Approach Eliminate possible distractions Lead with a question to involve client-and

don’t say “how are you?” State the purpose of call in terms of your

customers need Get agreement on the need

The Body of the Presentation Use all senses possible Be aware of clues—body language,

questions, etc Sell benefits not features Make it logical and end by filling the need

Objections-Your Best Friend Objections are the client telling you how to

sell them Restate the objection Answer in terms of your product’s benefits Move on

Negotiation End body of presentation with trial close If you get a “yes”--stop selling and start

writing If you get a “no” ask “why not” Answer objection, negotiate, and trial

close again

Close Either/or— ”would you like delivery on

Friday or next Monday”? “Is that the only thing that is stopping you

from buying”? Always, always ask for the order

Important Tips Listen—listen more than you talk Never, never talk over the client-listen to

what he says Control the flow Always ask for the order - if you do nothing

else ask for the order Ask for referrals

Follow-upSold: Thank Restate terms etc You’ll stay in the

loop

Didn’t sell: Thank Restate need and

feature/benefit Leave a way back

in

Keep Records Follow-up consistently Keep a tickler file Keep your promised dates Send correspondence about solutions to

their problems Follow-up, follow-up, follow-up

Keeping Your Customers Never take them for granted Stay in touch Stress benefits of your product Ask them if they are happy—if not, FIX IT

NOW

Customer Service Answer the phone No voice menus--no lengthy holds Resolve problems now Honor your time frames Complaints are your friend—you get to

show how good you really are

Handling Complaints Don’t argue Apologize even if you’re not wrong Restate problem Give time frame to resolution If you can’t meet time, call and extend Let them know you care and that you are

involved

The Three Most Common Sales Mistakes Not listening to the buyer Not asking for the order Forgetting to sell existing customers

Basic (but Effective) Sales T ips and Techniques

Listen to the emotional side of your prospect or client: M - - ay mention off hand that they are really stressed out about a particular project t

hey are working on Make a note of this and see if there is anything you can do to assist them. You may have another client who had a similar dilemma and found a good solution

. Make those connections and help where ever you can. You'll be rewarded with loyalty from all of your clients.

Focus on your prospect or client's needs: By selling them more than they need, you may be cutting off future relations with t

hem. Once they realize that they don't need most of what you sold them, they'll feel bitt

er and resentful toward you for wasting their money and not looking out for their b est interest.

They'll see you as a "salesperson" and not as a resource.

Source: http://www.investopedia.com/financial-edge/0412/4-common-sales-techniques-people-fall-for.aspx

Basic (but Effective) Sales T ips and Techniques

Use language that focuses on your prospect or client: Simply changing the way you speak may also make a difference in how you are re

ceived by your prospect. Using "you" and "yours," or "you'll find..." rather than "I think" or "Let me tell you a

bout," brings your message a little closer to home and may grab their attention m ore quickly.

Help your prospect see the bottom line: If you know your product can help clients save money, or increase profitability, the

n make sure they understand that.

Find out your prospect's priorities: You can save yourself a lot of wasted time and effort by simply knowing how impor

tant your product and its benefits are to your prospect. If you've listened to them and determined the need, but still aren't getting anywhe

re, find out if there are other elements of their business that are taking priority and pushing your sale aside.

If you know they have to implement a program before they can spend time consid ering (or funds purchasing) your product then you can schedule a call back at a lat

er date that may stand a better chance of getting some attention. To do this you have to ask the questions because the information is not always vol

unteered.

More Sales Tips and Techniques Know your prospect:

For example, you might bring up the fact that you saw they won an award at a regional m eeting then let them proceed to fill you in on the details.

You might also compliment them on the efficiency of their production system or the quali ty of their products.

Focus on why they should buy - not their objections: Bu ilding up the benefits associated with using your product, they will be minimizing their

resistance to it. By focusing on what you know the prospect likes, you are building up the importance of t

he positive and reducing the importance of the negatives. Sell the benefits - not the product:

Y ou're not selling your product, you're selling the benefits the product will produce. In other words, you're not selling digital phones, you're selling the ability to communicat

e from anywhere. You are selling freedom to leave the confines of the office and still be a ccessible. You're selling the ability to have a more flexible work schedule. You're selling p

eace of mind for long trips. You're selling security. Get to the emotional or financial benef its and you're on to something!

Never rush the sale or the customer: Rushing them instead of letting them come to their own decision to buy can create hostili

ties that can't be overturned.

More Sales Tips and Techniques Know your products, as well as the market - be a RESOURCE:

T o demonstrate that you not only know and understand your products and the market, but can assist them in making good decisions and provide them with tools to improve their busi

ness. You'll be rewarded over and over by loyal clients who trust your opinions and advice, and bu

y from you frequently. Follow through with promises:

If you do nothing else, do this. Always follow through with what you say you are going to do. - If you say you'll send a quote by Friday DO IT! If you say you'll check with someone else in

- your company about an issue that's come up DO IT! There is no surer way to lose the faith of a prospect (or existing client) than to forget to do s

omething you tell them you will do.. Focus on your client's success:

Not to beat a dead horse, but there is tremendous value in being a resource for your client. Make sure they understand that you want to see them succeed, not just sell your products.

Use explanations rather than excuses: If you do have to explain to a customer why there is a problem with their order, their repair,

their service, etc. Explain why the problem is there in the first place, rather than using an excuse.

26 Questions that Sell Buying History Questions

What experiences, good or bad, have you had with this [product type] (e.g. “What experiences, good or bad, have you had with buying cars?”)

When did you last buy a [product type]? What process have you gone through in the past to buy a [product type]? Has that process worked well for you? How/how not? What have you already tried doing to fix the problem with your current [product ty

pe]? What have you purchased from us before? How did that purchase go?

- Purchase Specific Questions What prompted you to meet with me today? What qualities do you look for in a [product type]? Which quality is most important to you? What don’t you like to have in a [product type]? What is your timeline for buying a [product type]? What is your budget? Who else is involved in the purchasing decision?

26 Questions that Sell - Rapport Building Questions

How long have you been with the company? (for B2B sales ) Where did you buy that beautiful sofa? (B2C ) How old are your children? How many do you have? (If you see a photo ) What would you like this [product type ] to do for you?

Clarifying Questions Tell me more about that. Can you give me an example? Can you be more specific? How did that affect you?

- Objection Seeking Questions What are your thoughts so far? Do you have any concerns? What are they? What other subjects should we discuss? Is there any reason we shouldn’t move forward?

Thank you.

Q&A