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LEARNING OBJECTIVES "To explain characteristics of successful salespeople " To give tips on how to sell successfully "To discuss specific selling situations .
SALES TRAINING BASICS What you need to know about selling "Define your selling style " Understand the link between attitude and success " Understand your role in customer relations " Learn communication tools .
MARKETING EVOLUTION Production Orientation Management Focus Capacity Utilization Efficiency Cost(?) Improve Efficiency Quality Cost Control Sales Orientation Sales Volume Promotion Market Concept Customer Profit Performance Market Share Customer Sensing Integrated planning Continuous improvement Cost How to Compete Cut price Increase Promotion .
FOCUS Products something that had to be sold to the Customer MEANS OBJECTIVES Selling and Promoting Profits Through Sales Volume FOCUS Products to Fill in Customer Needs something That is bought By the customer A. The Marketing Concept MEANS OBJECTIVES Integrated Marketing Mix Profits Through Customer Satisfaction . The Selling Concept B.
Short term objective ³Profit Today´ 5. Customer Supreme 3. Sell what u produce 2. Long Term objectives 5. Emphasis on Corporate Objective profit 4. Customer oriented sales efforts .SELLING Vs MARKETING SALES 1. Sales volume maximization 6. Company oriented Selling efforts MARKETING 1. Produce what Customer wants 2. Product Important 3. Emphasis on customers need 4. Profit through Customer Satisfaction 6.
CONSUMER NEEDS AND MOTIVATION Needs are the essence of Marketing Enables to understand and predict Human Behaviour in market place Need is a state of deficiency which wants to be eliminated Need always refers to people Motive is what causes people to act Motive triggers a behaviour response aimed at satisfying the need for a while MOTIVE + ACTION = MOTIVATION .
THE BUYING FUNNEL Customer Awareness Brand Awareness Marketing Brand Consideration Brand Preference Handoff Purchase Intention Purchase Customer Loyalty Customer Advocacy Sales .
WHY CUSTOMERS QUIT 1% DIE 3% MOVE AWAY 5% FORM OTHER FRIENDSHIPS 9% FOR COMPETITIVE REASONS 14% BECAUSE OF PRODUCT DISSATISFACTION 68% BECAUSE OF ATTITUDE OF INDIFFERENCE ON THE PART OF AN EMPLOYEE .
MARKETERS JOB IS TO FIND BUYING MOTIVE Whom to direct their promotional efforts Buyer or User Is the BUYER targeted audience? Is the USER targeted audience? Is the Better to appeal for both? All this through consumer research Predicting Consumer Behaviour= POSITIVISTS Understanding consumer behaviour .Interpretivism .
BUYING MOTIVES " We know 6 buying motives which are of equal importance " Normally the buyer has a whole CLUSTER MOTIVES. NOT YOURS " To find the BUYING MOTIVE. but in the final analysis only one is DECISIVE " A CUSTOMER will BUY ONCE HIS MOTIVE has been IDENTIFIED and ACTED ON " Avoid overhasty conclusions " Let CUSTOMER BUY for HIS REASONS . ASK QUESTIONS .
Making Gain 2. problems Pleasure 3.Avoiding pain/ Worry.Gaining social Approval Prestige .Having Pleasure/ Enjoyment/ Fun Power Approval 5. Boosting self Satisfaction Pride 6.BUYING MOTIVES Possession 1.Avoiding Loss 4.
Needs R Real --.V.P " Identify customer needs and wants "Understand the competition "Analyze market dynamics --.RESEARCHING UR CUSTOMERS MARKET RESEARCH To get customer value proposition C.Wants R Aspirational "Find needs and not wants ADVERTISING ± can often appeal to wants .
MARKETING FUNDAMENTAL To succeed in Business " Offer the right product " To your targeted customers " At a price that¶s acceptable to UR customers " Based on their perception of value " At a cost that allows you profitable C.V.P CUSTOMER VALUE PROPOSITION .
Is it used cars? 3.THE HARDEST SELL IN THE WORLD 1. 1954 roger Bannister Proved Impossible was Possible His Subconscious and Nervous System programmed to carry it out .I. Is it magazine subscriptions door to door? U would be Wrong ± the Hardest ³ YOU SELLING ON YOURSELF´ Thought + Faith Form 4 minute mile For 1000 Years No one believed to run in less than 4 minutes! THE HARDEST SELL IN THE WORLD May 6.C Policy? 2. Is it L.