Transcript Module Sample Presentation

Introduction to Entrepreneurship:
Know How to Sell Stuff
By: Venture Highway
Objectives
 Discuss the importance of crafting an effective
marketing message
 Describe the marketing activities entrepreneurs
can use to get their message out
 Describe the cost effective strategies used to
market ideas
 Introduce sales strategies used to generate
revenue
 Describe the meaning and importance of
customer lifetime value
Know How to Sell Stuff
Section 1: Craft Your Message
The Secrete of Good Messaging
The secret of good messaging isn’t really a secret.
But it is harder to do than it sounds. Effective
marketing messages are:




Focused on the target market
Simple and easy to remember
Good at conveying specific value or benefits
Good at connecting customers to a company
Know How to Sell Stuff
Section 1: Craft Your Message
The Secrete of Good Messaging
Example: Let’s think about Apple iPod’s introductory messaging
of “1,000 Songs in Your Pocket” when it first entered the mp3
market. Did it meet the criteria of an effective marketing
message?
 Apple didn’t just want to reach people who knew what MP3s
were, they wanted to engage music lovers
 1,000 songs in your pocket is so simple and easy to
remember that most people still do, even though it’s been
over ten years since the iPod was introduced
Know How to Sell Stuff
Section 2: Get The Word Out
Engage in Marketing Activities
Once you figure out your value
proposition, you have to get the word out
to your target market. Marketing activities
include:
 Website, Videos, podcasts,
Advertisements, Articles, Blogs, Emails,
Brochures, Catalogs, Event and
Tradeshows
Know How to Sell Stuff
Section 2: Get The Word Out
Engage in Marketing Activities
Good marketing, regardless of the activity chosen
will:
 Convey what the product is
 Highlight its value proposition
 Let potential customers know where to either
purchase it or get more information about it
Know How to Sale Stuff
Section 2: Get The Word Out
Marketing Mix
The number and type of marketing
activities you choose to engage in
is often called a “marketing mix.”
The amount of money you have to
spend is often a big determinant of
marketing mix.
Know How to Sale Stuff
Section 2: Get The Word Out
Cost Effective Marketing
Other cost effective strategies to market ideas
include:
Networking
Word of mouth
Social Networking
SMS Marketing
Business Cards
Discussion Forums
Know How to Sell Stuff
Section 3: Sales Strategies
Making The Sale
Once a potential customer hears about
your product they’ll take steps to check it
out in more detail. For example:
 They may come to your store
 They may browse your website
Know How to Sell Stuff
Section 3: Sales Strategies
Channels and Process
Two factors which will make a big difference in how
many sales you are able to make are sales channel
and sales process.
Know How to Sell Stuff
Section 3: Sales Strategies
Channels and Process
The sales channel is the path by which an
organization offers products and services to its
customers and generates revenue for the business.
The sales process is the methodology used to sale
products and services, but should be differentiated
from marketing.
Know How to Sell Stuff
Section 3: Sales Strategies
7 Stage Sales Process
Davies (2010) advances a (7) stage sales process that
includes:
Understanding customer demands
Developing a solution:
Evaluating the solution with the customer
Negotiation and contracts
Deals lost along the way
Closing the deal
Building a sales funnel
Know How to Sell Stuff
Section 4: Customer Lifetime Value
Customer Loyalty
A business owner doesn’t want a
customer to buy just once. You want them
to buy again and again so that you can
recoup the initial cost of getting them to
buy just once.
Entrepreneurs should look at the lifetime
value of a customer.
Know How to Sell Stuff
Section 4: Customer Lifetime Value
What is Customer Lifetime Value?
Customer lifetime value is the worth of a customer
over the lifetime of their relationship with a company.
Example: A company wants to build a long-term
relationship with customers. They may offer loyalty
incentives or other discount for repeat customers.