International Business Plan

Marketing and
Sales Strategies

Professor: Dr. Manuel Ruiz Hurtado

Session Content
MARKETING AND SALES STRATEGIES

1. The sales process in 6 steps

2. 4 P’s
Learning Outcome

and write an Within an

At the understand environment of
students marketing and
identify the
end of the sales process in respect and
session sales strategies collaboration
6 steps
Question

What should
salespeople do to
close a sale?
How to develop your strategy of sales

A sales strategy plan is a company’s

roadmap for securing dependable, long-
term revenue through the retention and
acquisition of new and existing customers.

They typically encompass everything from

specific tactics, market strategy, processes,
objectives, forecasting, budgeting, and
timeline.
1. The sales process in 6 steps

1. Prospect for your next potential client or customer.

2. Make initial contact.
3. Qualify the prospective clients or customers.
4. Win over the prospects with your presentation.
5. Address the prospective client's or customer's concerns.
6. Close the sale.
1. The sales process in 6 steps

1. Prospect for your next potential client or customer.

Prospecting means finding the right potential buyer for

what you’re selling.
Ask: “Who would benefit most from this?” Then look
for ways to make contact with those people.
1. The sales process in 6 steps

2. Make initial contact.

To persuade another person to give you

her valuable time, you need to offer
something of value in return.
1. The sales process in 6 steps

3. Qualify the prospective clients or customers.

Find out whether the prospective client or customer is qualified to be your

client.

In selling, qualifying your prospects means finding out not just who they are
but also what they do, what they have, and what they need.
1. The sales process in 6 steps

4. Win over the prospects with your presentation.

Your presentation of your product, service, or idea requires the most preparation.
Make a list of the benefits you think are your strongest persuaders in placing your
product.
1. The sales process in 6 steps

5. Address the prospective client's or customer's concerns.

The best way to handle negative comments or concerns your prospect may raise
is to answer in simple, unemotional terms and have recommendations in mind.
1. The sales process in 6 steps

6. Close the sale.

Closing should follow naturally and smoothly after you address your prospect’s
concerns.
Team work
You have 10 minutes to sell a futuristic cell phone.
Think about:
• A name for the product
• What new features would it have?
• What would be the benefits for that market target?

Choose a market target

2. The marketing strategy in five steps
Discovery

Source: thefinancialbrand.com
Marketing mix
Marketing mix

Product:

Products must always respond to the needs of the market.

Seth Godin said: Don’t find customers for your products, find products for your customers.
Marketing mix

Price: Organic apples aren’t cheap

Pricing doesn’t just mean: go as lower as you

can to attack the market.

The Book “Ecological Intelligence” by Daniel

Goleman talks of how producers and sellers of
organic products must raise prices otherwise
none will believe it’s REALLY organic!

The price must be a cost the customer can afford.

Pricing decisions and strategy

How do we define the price of a product?

Value = Benefits - Costs

✓ Price must be consist with perceptions of the product

✓ Price, advertising, and distribution must be unified in indentifying

producto position
Pricing decisions and strategy

Price
Level Strategic pricing pyramid
Pricing
Policies

Communication of
Value

• Capture the best price in each segment

Price Structures • Align to strategic objectives (monetize)

• Who are my leads?

• What product do I offer?
Value creation • What is the value for the customer?
(Positioning)
Pricing decisions and strategy
Pricing Policies

PRICE
Low Medium High

Low Economy False economy Theft

QUALITY

Medium Good value Middle value Surcharge

High Superlative value High value Premium

Pricing decisions and strategy
Price Level

PRODUCT XXX
FACTORS
(UNIT VALUES)

Value perceived by consumers

$50
(upper limit) Different and
highly valued
Average price of the competition
$40
(reference value)
Similar to
Production, distribution and sale costs competitor
$20
(lower limit)

FINAL PRICE
Pricing decisions and strategy
Price Level

The consumer has a REFERENTIAL PRICE that he considers relatively

fair:

Is this grill expensive?

Pricing decisions and strategy
Price Level

The consumer has a REFERENTIAL PRICE that he considers

relatively fair:

Is this grill expensive?

Pricing decisions and strategy

Price Level

❖ The consumer has FAIR PRICE

PERCEPTIONS that escape the
logic of supply and demand.
▪ You're on the beach, it's hot. A
friend offers to bring them a beer
that they can buy nearby.
▪ How much would you pay for a
bottle of ice cold beer?
Pricing decisions and strategy

Example:
Price ▪ "Join the brand club and get discounts in
beauty salons"
Level
▪ The price range must be between $4 and $8
Pricing
Policies

Communication of ▪ High quality: Durability and quick drying.

▪ "Instantly beautiful nails"
Value
▪ The price of nail polish will be $ 5
Price Structures
▪ Offer services through direct sales - Catalog
▪ Offer the product to women of socioeconomic
Value creation level C
▪ Functional benefit: It allows a duration of more
days, which saves time and money.
▪ Emotional benefit: It makes you feel prettier, more
Strategic pricing pyramid secure and therefore more powerful.
Pricing decisions and strategy

Premium pricing
• High price
• Strong competitive advantage exists for the company

Penetration pricing
• Price is artificially low to gain market share quickly.
• Prices will be raised once the promotion period is over.

Economy pricing
• The margins are very low.
• Targets the mass market and high market share.

Skimming strategy
• High price is charged for a product till such time as competitors allow after which
prices can be dropped.
.
Marketing mix

Promotion: Don’t tell everyone what you did last Friday

Promotion has nothing to do with exaggerated

claims, fake claims, obsessive advertising and
all these old-school-tricks.

The promotion must be based on

communicating with the customers
Marketing mix

Promotion: Don’t tell everyone what you did last Friday

Tools
• Advertising
• Public Relations
• Emails
• Social Media
Marketing mix

Promotion: Don’t tell everyone what you did last Friday

Tools Content type

TV, Magazine X Product launch
Public Relations Alliance with company X
E-mail Offers newsletters
Instagram Present the positioning of the product
YouTube Video of real people using the product
Marketing mix

Place:

Another mistake that most people do is trying

to get through as many channels as possible.
The place where you are seen can give you a
certain identity according to your target.

Certain brands decide to only sell in their own

stores, others don’t sell online and some only
sell online: you have to select your sales
channels carefully.
Marketing mix

Place: Retail locations, Distribution

Online Store
Brick and mortar
(E-commerce,
stores
M-commerce)
Team work
Develop the 4’Ps for your business:
• Product: Brand, Design, Packaging, Quality
• Price: Strategic pricing pyramid
• Promotion: Tools and Content type
• Place: Retail locations, Distribution

TEAM W O R K
Team work

Right product,
right prices,
right place,
right time.
Bibliography

• Marketing and Sales – Successful Peacekeeping, Herausgegeben von

Carsten Rennhak & Gerd Nufer
• Dirección de Marketing – Lambin
• Blog https://www.superheuristics.com/
Thanks so much