Marketing vs Sales&Pride in Selling : Marketing vs Sales&Pride in Selling
Marketing vs Selling : Marketing vs Selling Is marketing and selling same?
What is the difference?
Classical approach and differences-
Marketing is all we do to reach and persuade prospects
Sales process is everything we do to close the transaction
Contd. : Contd. Marketing process is broad
Discovering what product, service or idea customers want
Producing/Offering a product with the appropriate features and quality
Pricing the product correctly
Promoting the product; spreading the word why customers should buy it
Selling and delivering the product
Contd. : Contd. Selling is one activity of the entire marketing process
Selling is the act of persuading or influencing a customer to buy (actually exchange something of value for) a product or service
Scope of our interaction : Scope of our interaction Create ‘Pride in Selling’
Understand general process; why some are more successful than others
Key attributes for success
Some reasons of failure
Pave the way for future – understanding and developing finer skills both in sales and marketing
Selling is not a new profession : Selling is not a new profession Selling is as old as man himself
There has always been exchange of goods, services or ideas, for some value- whether cash or any other form
We are all salesman : We are all salesman Irrespective of our chosen profession- we are all Salesman.
To be successful in life one has to be adept in the art of selling.
Salesmen satisfy customer needs : Salesmen satisfy customer needs Good salesman fulfils either a present or future need of the customer.
He does not sell. He makes the customer want to buy.
Critical role of a salesman : Critical role of a salesman Good salesmen play a critical role in the economy and in the evolution of society.
In a large measure the wheels of economy have been kept moving by salesmen.
In many ways, the salesman has played a key role in the evolution of human society, right from-
Barter stage
Age of money exchange
Age of marketing
Selling is a demanding profession : Selling is a demanding profession Selling is not an easy profession. Contrary to popular opinion, it is not for everyone.
Selling requires-
Hard work
Adjustments as per customers needs
Continuous learning, because the environment is always changing.
Salesman needs Inner strength : Salesman needs Inner strength Every effort is a fresh challenge, so the salesman needs inner strength.
Selling requires product knowledge, market knowledge, knowledge of customer psychology, innovative thinking, physical stamina and an alert mind. But most of all, it needs ‘inner strength’- not to get depressed.
Salesman needs inner strength to learn from every interaction and the mistake he has made and then change his strategy accordingly.
Death of a Salesman : Death of a Salesman Arthur Miller’s Death of a Salesman
The salesman is not dead- he has changed.
As long as humanity exists, salesmanship will exist- selling of goods, services or ideas can never become an obsolete function.
Salesman as ambassador : Salesman as ambassador Salesman is the ambassador of his organization.
The only person with which a customer is constantly in touch is the salesman.
The salesman’s personality and behavior, reflects the company’s personality and behavior.
Contd. : Contd. An honest, knowledgeable, confident, persevering and service-oriented salesman will project an image of an excellent company.
On the other hand a dishonest, glib, poorly trained, lazy, self-seeking salesman will project an image of a company which cannot be trusted.
Organizational Fulcrum : Organizational Fulcrum The salesman is the fulcrum of the company. If there are no sales, all other activities are not worth pursuing. They become useful only as a secondary activity to sales.
It is the salesman who provides credence to Peter Drucker’s accepted principle that ‘the purpose of the company is to create and keep a customer’.
Can there be a theory in selling? : Can there be a theory in selling? Yes; because all theory is derived from practice.
From the experience of thousands of salesmen throughout the world, common denominators have been found and theory evolved.
The 3 Pin Socket : The 3 Pin Socket The 3 Pin Socket for successful selling
Enthusiasm
Sincerity
Perseverance
Symptoms of Enthusiasm
Smile
Conviction
Consistency
Attending selling and Creative selling and selling of services : Attending selling and Creative selling and selling of services Attending salesman – customer comes with the intention to buy
Creative salesman – has to create a need, or unravel an existing need
Selling of services – salesman plays a more critical role than in any product selling
Self Management : Self Management Start with a plan
Strike empathy
Striking empathy helps the salesman to gain trust. Without trust there can be no continuity in sales.
Salesman as a Marketing Man : Salesman as a Marketing Man Today’s salesman is a marketing man.
Primary market investigator
Studies –
Changing market environment
Changing customer attitude
New competition and new preferences
The art of Time Management : The art of Time Management A good salesman is an excellent manger of time.
A good planner
Maximizes customer contact time
Five common reasons of failure : Five common reasons of failure Unwilling to change
Blame all lost sale on some other factors
Feels happy with a non-commital comment
Over confident
Rely too little on planning
Making customer the STAR : Making customer the STAR Salesman will generally succeed if he makes the customer a star.
He has to study the customer.
To strike empathy with the customer
The problem most time is that each of us try to make ourselves the star.
Communication : Communication Using voice effectively
Little time or none at all in learning the art of verbal communication
No effort to develop listening skills
Only through speech, we can relate to each other immediately and change our response quickly.
Implementation of AIDA (attention, interest, desire, action)
Emphasis on health, appearance and speech.
Contd. : Contd. The initial impact – the critical first minutes
Sell the idea behind the product rather than the product itself
Stir the imagination of the customer
Get the customer involved
Fanning of desire to buy
Handling objections : Handling objections Objections are prospects comments about the reason why they don’t plan to buy the product or service
Objection is a normal part of a sales process and often a signal that the sale is progressing
Indicative of the need and area of more information
Anticipating objections
Contd. : Contd. Proven techniques for overcoming objections:
Acknowledge customers position; offer new information
Try to learn why they feel as they do; get to the root cause of their concern
Restate the objection
Tactfully respond directly to the customer’s statement; provide factual information to help clear a misunderstanding
Closing the sale : Closing the sale Never be shy about asking for business
Some signals when a prospect is ready to become a customer
Asking about availability
Asking specific questions about rates, prices or affordability
Asking about features, options,
quality, guarantees or warranties
Asking positive questions about your business
Asking for something to be repeated
After sales service : After sales service The sale is made. Now what?
Follow up service is just as important to mature the relationship and developing it into loyalty.
Building long-term relationship allows us to leverage or make additional use of our initial investment of time, money and effort spent selling to that customer.
There is no better advertising than a satisfied customer.
Relationship Marketing : Relationship Marketing The selling process is really the beginning of a relationship.
Focusing on customer needs, through relationship marketing is a proven method for repeat sales and a positive business image.
Allows working on a foundation that is already been laid.
Summary : Summary We are all salesman, irrespective of our chosen profession and this is a lifelong activity.
Many a times success is only achieved after several failures. It, therefore, requires inner strength – not to get depressed in the face of obstacles or failures.
Do not undermine the importance of verbal communication & the art of listening and make every effort to hone these skills.
Contd. : Contd. Continued enthusiasm, sincerity and perseverance, besides time management and self discipline & will to change and adopt to the changing environment go a long way in achieving our goals.
Slide 33 : Happy & Successful Selling