Professional Selling: A Practical Approach

Class # X 460-16

Tuesday evenings - 6:30 – 9:30pm

June 21st – August 30th

6:30 – 9:30pm

Location: UCLA Campus

Room : Haines Hall A44

Instructors:

Mark Stern - mhstern45@gmail.com

Dave Novak - dave@tradewindmarketing.com

Sales & Marketing Challenges 2010 and forward

“Every morning in Africa, a gazelle wakes up.

It knows it must run faster than the fastest lion or it will be killed.

Every morning a lion wakes up.

It knows it must outrun the slowest gazelle or it will starve to death.

It doesn’t matter whether you are a lion or a gazelle.

When the sun comes up, you better start running”

African Proverb, “The World Is Flat”

62% of Salespeople Fail to Ask for Commitment 86% of Salespeople Ask the Wrong Questions

82% of Salespeople Fail to Differentiate

99% of Salespeople Fail to Set the Right Call Objectives95% of Salespeople Talk Too Much and Listen Too Little

The Difference Between Good and Great

The Five Critical Selling Skills

1 2 3 4 5Sales CallPlanning

GainingCommitme

nt

Questioning Skills

SalesProcess

*Source: The Sales Board: Action Selling

PresentationSkills

Why Choose Sales As A Career

An opportunity to make friends through relationship selling

Flexibility

Ability to move up within an organization

Always changing environment

Challenge of building market share

Introducing new products to market

Global Market Opportunities

An opportunity to earn big

Personal Qualities Required For Sales Success

The Cost Of A Sales CallDo The Math

On average, a salesperson makes approximately 15 calls per week

This = 720 calls per year

If each call costs $107.00, this = $77,040.00 a year per salesperson

If you have 5 salespeople, your total sales expenses =

$385,200

The Cost Per Sale

By Industry: Manufacturing $158.00 Retail $98.00 Service $106.00 Wholesale/Distribution $81.00

By Company Revenue: Less than $4million $87.00 $4 million- $19.9 million $108.00 $20 million - $99.9 million $117.00 $100 million + $131.00

(Figures include salary, travel and entertainment expenses only)

*Source: Sales and Marketing Management Magazine

Where marketing is the process of planning and execution, selling is the process of motivating and inspiring the buyer to make a purchase and developing relationships that result in repeat sales and customer loyalty

Sales and Marketing departments must work together to assure that the company is meeting the customer’s requirements and providing customer satisfaction

The Selling Concept Sales & Marketing Working Together

Sales and Marketing As A Process

A process is a series of activities designed to produce certain results Allows you to produce and measure results

Traditional Organization

Trust-Based Organizations

Traditional Selling Method

Today’s Selling Method

Traditional vs. 2011 Salesperson

Traditional

Product oriented Creates customers needs One-way communication Pushes products Sells products & services Short term sales No after sales follow-up Works alone

Today’s Salesperson Customer oriented Motivates and inspires

customer Two way communicator Listens, learns and teaches Sells solutions Long-term partnerships Emphasis on follow-up Works as part of a team Customer service driven

= Trust-Based Selling

= Relationship Selling

The Four Stages Of A Buying Life Cycle

The sales person can approach the prospect/buyer at different stages depending on where they are at in the buying process:

The Selling Concept

The Selling Concept - Do you have the tools to successfully be an effective sales professional and create demand for your product or service Training & understanding what selling is Concepts

Listening and communication skills Researching and presentations Being adaptable to different personalities Developing relationships and long-term partnerships Being passionate about your work

Customer service support Commitment from top management

Selling “B2B”

When sales of products and services are sold directly to a business

Sales to resellers

Apparel products manufacturer sells to a retailer who then resells to consumer

Sales to business users

Manufacturer sells directly to a business

i.e. G.E. sells parts to Boeing

Sales to institutions

Dell sells its products to UCLA

Selling Business to Business“B2B”

Business marketing is the marketing of products and services to other companies, government agencies, institutions and organizations

Business marketing facilitates and supports other facilities and operations in their business plans to provide product and service to consumers, etc

Selling to Consumer Market“B2C”

Consumer marketing is the process of planning activities that move a product/service from the produce to the consumer

Approximately 45% of family expenditures are spent on product and services directly to the consumer

Selling B2C

These sales jobs are selling products and services directly to the end-user Retailing Real Estate Multi-Level Marketing

Avon & Mary Kay Supplemental Health Products

Successful selling is the effective use of people, systems and procedures

Management Support &

Commitment

Sales Proces

s

Sales & Inter-Departmental

Support

Customers

Effective Operating Procedures

Total Quality Sales Process

The Business Of Selling Building Long Term Partnerships

Consumers Buy To Satisfy Wants and Needs…Solution Selling

Wants and needs are a mixture of rational and emotional factors

I want a car that gets good mileage – WANT

I need a hybrid car that gets 45-50 mpg – NEED

Good salespeople sell solutions and inform the buyer what the product will do for them….. Not just what the product is

This washing machine has a faster spinning drum

This washing machine can save you time and money because it has a faster spinning drum

Factors That Influence The Sales Process

Trust-Based Selling Characteristics

Expertise Ability, knowledge and recourses to meet customers

expectations Dependability

The predictability of your actions Candor

Honesty of the spoken word Customer orientation

Placing as much emphasis on the customer’s interest as your own Compatibility

Developing and maintaining a relationship with the buyer

Source: Professional Selling, A Trust-Based Approach

Relationship Selling

Loyal customers- it is more costly to develop new customers than to retain and grow existing customers

Repeat sales

Brand loyalty

Trust

Communication that is pro-active rather than re-active

INCREASED REVENUES

Valued partnership

Do you think that the internet will replace the role of a sales person?

Sales people are born and not made…

How do you feel about this?

Selling is just a bag of tricks?

It’s all about price when it comes to selling?

Discussion Question

What is your Purpose and Your Vision

“Living a life of integrity starts with making and keeping promises, until the human personality, the senses, the thinking, the feeling, and the intuition, are ultimately integrated and harmonized”

Stephen R. Covey – Author, Philosopher and Motivational Speaker

“Living With Passion – This is the core of the human spirit…If we can find something to live for – if we can find some meaning to put at the center of our lives- even the worst kind of suffering becomes bearable.”

Victor Frankl- Neurologist, Psychiatrist, Holocaust Survivor

Why – Be – Do Process Why defines your vision and purpose Be defines how will you be, what you stand for Do defines what will you do

Mark’s example:

* I am committed to being healthy, fit and energetic so that I will enjoy life to the fullest, focusing my priorities on my family and friends. I will do this by regularly exercising and eating healthy, loving and caring about the world we live in and continuing to focus on my teaching and mentoring through extension courses. I am grateful for my spiritual teachers, family and friends and my best friend and soulmate.

Student Example:

* I commit to being the most kind, warm-hearted person, because in life, it’s all about relationships that ultimately define our quality of life. I am in balance, living a life of emotional, physical, spiritual, mental and financial luxury. To do this, I will continue to challenge myself to learn in my relationships and grow in my career, successfully taking on life’s trials that present themselves in differing shapes and forms.

WHY – BE – DO Process

Why defines your vision and purpose

Be defines how will you be, what you stand for

Do defines what will you do Mark’s example:

* I am committed to being healthy, fit and energetic so that I will enjoy life to the fullest, focusing my priorities on my family and friends. I will do this by regularly exercising and eating healthy, loving and caring about the world we live in and continuing to focus on my teaching and mentoring through extension courses. I am grateful for my spiritual teachers, family and friends ,and especially my soul mate and life partner, Kathy.

Student Example:

* I commit to being the most kind, warm-hearted person, because in life, it’s all about relationships that ultimately define our quality of life. I am in balance, living a life of emotional, physical, spiritual, mental and financial luxury. To do this, I will continue to challenge myself to learn in my relationships and grow in my career, successfully taking on life’s trials that present themselves in differing shapes and forms.

Homework #1

Pre-Assessment

Personal Mission / Purpose Statement