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 - [email protected]
Dave Novak - [email protected]
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
Recommended