© 2010 gary slavin there is no or in marketing and sales association of small business development...
TRANSCRIPT
© 2010 Gary Slavin
There is no OR in Marketing AND Sales
Association of Small Business Development CentersAnnual ConferenceSeptember 24, 2010
Presented by Gary Slavin
© 2010 Gary Slavin
ObjectivesAs a result of this session you will be able to:
✓Define marketing and sales
✓Identify the four business focuses and select the best for success
✓Describe the five marketing principles
✓Explain why successful small businesses utilize both marketing and sales
✓Explain the importance of getting closer to your customers
© 2010 Gary Slavin
There is no OR in Marketing AND Sales
• What is marketing?
• What is sales?
• Four business focuses
• Five marketing principles
• Four sales success factors
• Get closer
• Why no OR?
• Successfully compete
© 2010 Gary Slavin
What is Marketing?
Your definition
Academic definition
Practical definition
© 2010 Gary Slavin
What is Sales?
Your definition
For business
© 2010 Gary Slavin
What are the Four Focusesto Running a Business?
© 2010 Gary Slavin
The Four Focuses to Running a Business
Financially driven
Product driven
Sales driven
Market driven
© 2010 Gary Slavin
Which Focus is Best?
1. Financially driven
2. Product driven
3. Sales driven
4. Market driven
© 2010 Gary Slavin
The Five Marketing Principles
• 1. Attraction
• Get their attention
• Speak their language
• Their issues and problems
• 2. Value
• Explain how you can assist
• 3. Uniqueness
• Differentiation
• Distinguish your product or service
4. Authority• Credibility
• What have you accomplished
5. Relationship
• Stay in touch
• Send valuable information
© 2010 Gary Slavin
The Four Factors of Sales Success
1. Organizational Skills
2. The three Ps
3. The problem/ solution methodology
4. Solutions Provider
© 2010 Gary Slavin
Sales Success
1. Organizational Skills
➡ Sales Cycle
➡ Contact Management
➡ Documentation
➡ Communications
© 2010 Gary Slavin
2. The three Ps
➡ Preparation
➡ Practice
➡ Persistence
3. The problem/solution methodology
➡ Identify problems
➡ Indicate your solution
➡ Link your solution to their needs
Sales Success
© 2010 Gary Slavin
Sales Success
4. Solutions Provider
➡ Salesperson
➡ Hard Worker
➡ Expert
➡ Guru
© 2010 Gary Slavin
Problem/Solution Exercise
In the space provided or on a separate piece of paper:
✓ List one of your products or services
✓ Describe the problem this product or service addresses
✓ Describe the benefits of this product or service using the problem/solution methodology
✓ Be prepared to read this to and sell the class!
© 2010 Gary Slavin
Identifying and Selling to Needs
• What are they?
• Perception
• Ask
• Listen
• Needs vs. Wants
• Provide Solutions
• Solution closes gap
• Sell Solutions
© 2010 Gary Slavin
Identifying and Selling to Needs
“People buy when and only when they perceive a discrepancy between reality and their desired results”—Stephen E. Heiman
© 2010 Gary Slavin
How to get Closer to your Customer
Integrated marketing
Relationship building
One-to-one marketing
Win-Win
© 2010 Gary Slavin
Why there is no OR in Marketing AND Sales
• Marketing is in all functions
• Marketing can’t stand alone
• The most critical partnership
• Working together toward success
• Three steps to greater success
© 2010 Gary Slavin
How to Successfully Compete with the Big
Guys• Promote your
strengths
• Building relationships
• Newsletter
• Press releases
• Effective web presence
• Become the expert
• Give presentations
• Service and service
© 2010 Gary Slavin
There is no OR in Marketing AND Sales
• Be market driven
• Marketing principles
• Sales success factors
• Marketing AND sales
• Getting closer and competing successfully
© 2010 Gary Slavin
What Can You Do?
Time is money, so develop
your marketing strategy,
make those sales and grow
your business!
© 2010 Gary Slavin
One Last Exercise
In the space provided or on a separate piece of paper:
✓ List the techniques you learned today that will assist you on the job or with your clients
✓ List those aspects of marketing and sales you still want to learn
✓ Write out your plan to further your understanding of marketing and sales
