© 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development...
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Transcript of © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development...
![Page 1: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/1.jpg)
© 2010 Gary Slavin
There is no OR in Marketing AND Sales
Association of Small Business Development CentersAnnual ConferenceSeptember 24, 2010
Presented by Gary Slavin
![Page 2: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/2.jpg)
© 2010 Gary Slavin
ObjectivesAs a result of this session you will be able to:
✓Define marketing and sales
✓Identify the four business focuses and select the best for success
✓Describe the five marketing principles
✓Explain why successful small businesses utilize both marketing and sales
✓Explain the importance of getting closer to your customers
![Page 3: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/3.jpg)
© 2010 Gary Slavin
There is no OR in Marketing AND Sales
• What is marketing?
• What is sales?
• Four business focuses
• Five marketing principles
• Four sales success factors
• Get closer
• Why no OR?
• Successfully compete
![Page 4: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/4.jpg)
© 2010 Gary Slavin
What is Marketing?
Your definition
Academic definition
Practical definition
![Page 5: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/5.jpg)
© 2010 Gary Slavin
What is Sales?
Your definition
For business
![Page 6: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/6.jpg)
© 2010 Gary Slavin
What are the Four Focusesto Running a Business?
![Page 7: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/7.jpg)
© 2010 Gary Slavin
The Four Focuses to Running a Business
Financially driven
Product driven
Sales driven
Market driven
![Page 8: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/8.jpg)
© 2010 Gary Slavin
Which Focus is Best?
1. Financially driven
2. Product driven
3. Sales driven
4. Market driven
![Page 9: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/9.jpg)
© 2010 Gary Slavin
The Five Marketing Principles
• 1. Attraction
• Get their attention
• Speak their language
• Their issues and problems
• 2. Value
• Explain how you can assist
• 3. Uniqueness
• Differentiation
• Distinguish your product or service
4. Authority• Credibility
• What have you accomplished
5. Relationship
• Stay in touch
• Send valuable information
![Page 10: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/10.jpg)
© 2010 Gary Slavin
The Four Factors of Sales Success
1. Organizational Skills
2. The three Ps
3. The problem/ solution methodology
4. Solutions Provider
![Page 11: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/11.jpg)
© 2010 Gary Slavin
Sales Success
1. Organizational Skills
➡ Sales Cycle
➡ Contact Management
➡ Documentation
➡ Communications
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© 2010 Gary Slavin
2. The three Ps
➡ Preparation
➡ Practice
➡ Persistence
3. The problem/solution methodology
➡ Identify problems
➡ Indicate your solution
➡ Link your solution to their needs
Sales Success
![Page 13: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/13.jpg)
© 2010 Gary Slavin
Sales Success
4. Solutions Provider
➡ Salesperson
➡ Hard Worker
➡ Expert
➡ Guru
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© 2010 Gary Slavin
Problem/Solution Exercise
In the space provided or on a separate piece of paper:
✓ List one of your products or services
✓ Describe the problem this product or service addresses
✓ Describe the benefits of this product or service using the problem/solution methodology
✓ Be prepared to read this to and sell the class!
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© 2010 Gary Slavin
Identifying and Selling to Needs
• What are they?
• Perception
• Ask
• Listen
• Needs vs. Wants
• Provide Solutions
• Solution closes gap
• Sell Solutions
![Page 16: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/16.jpg)
© 2010 Gary Slavin
Identifying and Selling to Needs
“People buy when and only when they perceive a discrepancy between reality and their desired results”—Stephen E. Heiman
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© 2010 Gary Slavin
How to get Closer to your Customer
Integrated marketing
Relationship building
One-to-one marketing
Win-Win
![Page 18: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/18.jpg)
© 2010 Gary Slavin
Why there is no OR in Marketing AND Sales
• Marketing is in all functions
• Marketing can’t stand alone
• The most critical partnership
• Working together toward success
• Three steps to greater success
![Page 19: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/19.jpg)
© 2010 Gary Slavin
How to Successfully Compete with the Big
Guys• Promote your
strengths
• Building relationships
• Newsletter
• Press releases
• Effective web presence
• Become the expert
• Give presentations
• Service and service
![Page 20: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/20.jpg)
© 2010 Gary Slavin
There is no OR in Marketing AND Sales
• Be market driven
• Marketing principles
• Sales success factors
• Marketing AND sales
• Getting closer and competing successfully
![Page 21: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/21.jpg)
© 2010 Gary Slavin
What Can You Do?
Time is money, so develop
your marketing strategy,
make those sales and grow
your business!
![Page 22: © 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.](https://reader036.fdocuments.net/reader036/viewer/2022062511/551440155503466d1a8b575e/html5/thumbnails/22.jpg)
© 2010 Gary Slavin
One Last Exercise
In the space provided or on a separate piece of paper:
✓ List the techniques you learned today that will assist you on the job or with your clients
✓ List those aspects of marketing and sales you still want to learn
✓ Write out your plan to further your understanding of marketing and sales