Transcript Marketing and Selling

Marketing and Selling
Simple Steps to Business Success:
Workshop 4
Version 1 © Enterprise Growth Partnership Ltd 2014
Who’s this workshop for?
• You own and run a small business:
– You’re just starting out in business and wondering
where to get sales from
– You’re already in business and need to refresh your
marketing and sales efforts
• You’re an employee:
– You work in marketing or sales and hope to check or
improve on your skills
– You are moving into a marketing or sales role and
want to learn how to be successful at it
What is this workshop about?
• Taking a step back
• ‘Selling’ it:
– What is selling and what is marketing and why
does it matter to us that there is a difference?
– How do we get people interested in what you
have to offer?
– How do we persuade customers to buy from
you again and again?
• Action planning
Your Action Plan
Introduce yourself
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You
Your business or job
One thing that’s great about what you do
What you hope to learn from this
workshop
Taking a Step Back
• Working on your business instead of in it:
– Do you know what you want to achieve for
yourself?
– Do you have clear business objectives?
– How S.M.A.R.T. are they?
• Why is it important to have objectives?
What’s the difference and why does it matter?
MARKETING AND SELLING
Discussion
Marketing and selling: what’s the
difference?
What do you do / will you do to get
business?
Is it marketing or selling?
Marketing and Selling
Marketing
Selling
• One to many
• One to one
• Raising awareness and
• Identifying and matching
creating position
needs
• Building a relationship
• carrying out a transaction
• ‘Pull’: attracts the customer • ‘Push’: going to the
customer
• Creates attention and
interest
• Creates desire and action
• Precedes selling
• Follows marketing
• Brand
• Doing the deal
Marketing and Selling Definitions
Marketing
• The process of telling people about you,
your products and services
Selling
• The process of persuading customers to
buy from you
Marketing and selling:
two links in the chain
Doing it better!
• Understanding selling and marketing helps
you use your limited resources better:
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Better use of your time
Better return on your limited marketing budget
Avoids repeating other people’s mistakes
Helps you to look for new customers in the right
place
– Helps understand what works and what doesn’t
– Bottom line: keeps you profitable!
Getting People Interested in What You Have to Offer
MARKETING. THE LAW OF
ATTRACTION
Marketing:
How confident do you feel?
Marketing: you’re lucky if you
get it right first time!
Learn
from
mistakes
(improve)
Oops!
(review &
update)
Decide
what to do
(plan)

See if it
works
(test)
Start to do it
(implement)
Afraid it
won't
work (risk)
Why
should
people buy
from
YOU?
It’s a competitive market
Customers: Who’d Have Them?
Profiling your customers
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What do they have in common:
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How do they use your products?
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How frequently do they buy?
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Are they looking for a particular benefit?
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Is it a question of lifestyle e.g. gyms?
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Is it where they live?
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Is it their age?
Customer profile examples
• Car manufacturer*:
How does the
customer use the
car?
What’s important to this group of
potential customers (needs)?
Run about town
Economy, small size
?
Carrying the family
Seating & luggage capacity, safety,
economy, price
?
Sales person on the
road
Status, style, build quality, reliability
?
Leisure driving
Appearance, performance
?
Local deliveries
Payload capacity, economy,
reliability, security
?
Example
manufacturer
* Chartered Institute of Marketing
Customer profile examples
• Art gallery start-up (direct mail / premises):
Factor
Relevant information
Socio Economic Class
Middle to upper professional classes
‘Psychology’
art & jewellery lover, fashion conscious, eclectic
taste, university-educated, upwardly mobile life-style.
Age
35 to 55
Sex
Male or female
Income
> £50,000 per year
Habits
e.g. shopping at middle to high-end retail
establishments.
Home address
West Yorkshire & Greater Manchester
Customer Groupings: Sources of Data
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Desk / internet research
Marketing list providers:
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Competitors
Online lists
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Database marketing companies
Membership organisations
Mid Yorkshire Chamber of Commerce
Dun & Bradstreet
Duedil.com
Jigsaw.com
Data Protection Act
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WS3 Starting & Running Your Business
Deciding on Your Message
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You understand what they need now get inside their head.
What do you want your customers to…
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…think?
…do?
Ways you can encourage this (4 Ps / 7 Ps):
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Price (create value, try not to discount)
Product (product features, performance)
Placement (distribution channels)
Promotion (advertising, PR, voluntary work)
People (training, appearance, behaviour)
Process (customer service, delivery)
Physical evidence (literature, packaging)
Positioning Exercise
What do you want your customers
to THINK and DO?
A million and one ways to promote what you do
TALKING TO YOUR
CUSTOMERS
Talking to Your Customers
The promotional mix
• There are ever more inventive ways to
promote what you do and try to stand out
from the crowd
• What mix of activity suits you best?
• As a small business, we don’t have either the
time or the budget to do it all.
How to Get the Message Out
Advertising
Electronic
Public Relations (PR)
Relationships
Printing
Yellow Pages
Directories
Magazine
advertising
Newspapers
Radio
TV
Exhibitions
Vehicle signage
Window displays
Uniforms
Sponsorship
SMS
Editorial
Advertorials
Newsletters
Referrals
Networking
Questionnaires
Suggestion boxes
Parties (e.g.
Tupperware)
Workshops
Focus groups
Business cards
Letters (direct mail)
Inserts
Flyers
Point of sale material
Posters / banners
Post cards
Price lists
Terms and conditions
Packaging and
labelling
Sales
Scratch cards
Promotional gifts
Incentives
Sales activity
Web site
SEO
Pay per click
Blogging
Telemarketing
Email marketing
Viral marketing
Social media
Products
Product range
Product
development
Reputation
Proposals, quotations & estimates
Testimonials
Presentations
Speeches
Newspaper interviews
Voluntary or charity work
Professional committees
Strategic partnerships
Pricing
Credit control (e.g. payment discounts)
Special offers (e.g. BOGOF)
Vouchers
Tactical pricing
Your Promotional Plan
Activity
e.g. Email marketing
What we are doing
/ thinking of doing
e.g. Monthly email
newsletter
What else might
work?
Actions we need to
take & by when
e.g. Personalised emails
to target customers
Write the body text of a
personalised email by…
How Much Talking?
• How many people do you think you need
to talk to in order to:
– Get them interested?
– Make them want to buy?
– Place the order?
Conversion Ratios
1000 suspects
200 prospects
100 leads
50 offers
40 sales
Conversion ratio: 40 sales ÷ 1000 suspects x 100% = 4%
Want more? Double the Sales
Activity!!!
Selling: it’s a science as well as an art.
HOW TO MAKE A...
The Art & Science of Selling
• Selling is an ‘art’ (interpersonal skills)
– Belief
– Passion
– Enthusiasm
• and a ‘science’ (process)
– Sales don’t happen by accident
– Sales can be planned
– There is a process to selling effectively
– More sales activity will lead to more sales
Know the process. Trust the process. Adapt the process to your needs
THE SCIENCE OF SELLING
Know Your Onions
• Know your products & margins
– What value-adding services do you
provide?
– Which are your valuable customers and
which are your high maintenance ones?
– What’s going to contribute to your profit and
what will just flatter the top line?
Sales Planning
• Do you have a Sales Plan?
– Plan sales by product / service /
revenue stream
• How much do you need to sell to meet
your objective?
– Define conversion ratios
– Set achievable targets
Get creative: you already have it in you!
THE ART OF SELLING
People buy People
• “Gut feeling” counts more than you may imagine
– Even complex sales
• We’re all different personality types:
– Visual
– Hearing
– Feelings-based
• Influencing styles:
– Negotiation / Vision / Logic / People Orientation / Association
– Match words & body language
– Use others
Questioning Techniques
• The person asking the questions is in control: make sure it’s YOU!
– Conventional sell or Dialogue based sell – how do you sell yours?
– Open questions
• Active listening:
– Reflection / Summarising / Testing understanding / SILENCE!
– Aim is to understand the customer need to identify the best value
solution
“What’s In It for Me?”
• Negotiate a WIN / WIN Outcome
• Question their motives - uncover the real issues
• What ‘floats their boat?’ (Focus on the benefits not the features):
– What’s included in your offer?
– How do you demonstrate value for money?
• Handle objections:
– recognise, clarify, rephrase, address
– Don’t discount
– Do show flexibility – but not on price!
Settle on Your Winning Formula
• Are You Different, Better or Just ‘Cheaper?’
– Your Vision and Values make you Different
– Customer and Product Mix
– Sales targets linked to your Ultimate Destination
– Lead generation / footfall
– Process
– People
– Measure, Evaluate and Update
Marketing:
How confident do you feel?
Downloads
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Business Doctors
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Downloads
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Action Plan
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http://businessdoctors.co.uk/assets/WYEAActionPlan.pdf
Business Plan
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http://www.businessdoctors.co.uk/yorkshire-west/News-Article?id=82
http://businessdoctors.co.uk/assets/WYEABusinessPlantemplate.doc
Cash flow Forecast
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http://businessdoctors.co.uk/assets/WYEACashflowtemplate.xls
Useful Web Sites
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Businessballs
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www.fsb.org.uk
Representation and membership
benefits
www.groundwork.org.uk
Free training in the event of
redundancy
HM Revenue & Customs
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www.hmrc.gov.uk
Tax, VAT, expenses, mileage, help
Mid Yorkshire Chamber of
Commerce
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www.mycci.co.uk
Networking and membership benefits
West Yorkshire Enterprise Agency
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Groundwork
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www.businessballs.com
business models, tips and stories
Federation of Small Business
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www.wyea.co.uk
Funding and support
Training Courses
wyea.eventbrite.co.uk
Your Local Council
UK Government
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www.direct.gov.uk