© 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented.

© 2010 Gary Slavin

There is no OR in Marketing AND Sales

Association of Small Business Development CentersAnnual ConferenceSeptember 24, 2010

Presented by Gary Slavin

© 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

© 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

© 2010 Gary Slavin

What is Marketing?

Your definition

Academic definition

Practical definition

© 2010 Gary Slavin

What is Sales?

Your definition

For business

© 2010 Gary Slavin

What are the Four Focusesto Running a Business?

© 2010 Gary Slavin

The Four Focuses to Running a Business

Financially driven

Product driven

Sales driven

Market driven

© 2010 Gary Slavin

Which Focus is Best?

1. Financially driven

2. Product driven

3. Sales driven

4. Market driven

© 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

© 2010 Gary Slavin

The Four Factors of Sales Success

1. Organizational Skills

2. The three Ps

3. The problem/ solution methodology

4. Solutions Provider

© 2010 Gary Slavin

Sales Success

1. Organizational Skills

➡ Sales Cycle

➡ Contact Management

➡ Documentation

➡ Communications

© 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

© 2010 Gary Slavin

Sales Success

4. Solutions Provider

➡ Salesperson

➡ Hard Worker

➡ Expert

➡ Guru

© 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!

© 2010 Gary Slavin

Identifying and Selling to Needs

• What are they?

• Perception

• Ask

• Listen

• Needs vs. Wants

• Provide Solutions

• Solution closes gap

• Sell Solutions

© 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

© 2010 Gary Slavin

How to get Closer to your Customer

Integrated marketing

Relationship building

One-to-one marketing

Win-Win

© 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

© 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

© 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

© 2010 Gary Slavin

What Can You Do?

Time is money, so develop

your marketing strategy,

make those sales and grow

your business!

© 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

© 2010 Gary Slavin

Thank You

Any Questions?

[email protected]

www.garyslavin.com