Marketing

Success inSales & Marketing

Introduction and Overview on success in sales and marketing

Congratulations.You are going to die.

Congratulations. You are going to die

1. Every year is a game2. The objective of game is to build up your

“Achievement CV” from Jan 1 to Dec 31. 3. How much difference can you make to yourself,

others, company? How much difference did you make last year?

4. Forget about last year, its past, even if you did very good or very bad

5. A New Year is about to start. So we have to start with a New Beginning.

You are good. That is already proven.

But being good is not enough.

Why are you here?

A. Begin with your Dream, your Goal

Begin with your Dream, your Goal

1. What do you really want?2. Aim for more. It is better to aim 100 and get

50, than to aim 10 and get 10.3. No one will give to you your dream. You have

to get it yourself!4. It’s never too late to start.5. What price are you willing to pay to get your

dream?6. Don’t let anyone look down on you.

B. Begin with your Attitude

Begin with your Attitude

• It is difficult to list down Good Attitudes. It is easier to list down Bad Attitudes– Complaining– Openly criticizing– Refuse to listen to advice– Think you are the best– Refuse to improve yourself– Always think you are right, everyone else is

wrong– Thinking that everyone owe you something

Begin with your Attitude

1. Be careful of the ‘us’ vs ‘them’ thinking.2. Serve before expecting to be served3. Have high standards for yourself4. Never complain about how hard you work

C. Begin with your Habits

Begin with your Habits

1. Steps to Success…– Your success depends on what you do.– What you do depends on who you are. – Who you are depends on Habits

2. What we do, say and think is 90% controlled by habits.

Begin with your Habits

• Control your habits, and you can control your Success.

• Failure is also because of habits.• Develop the right Habits – SALES HABITS

D. Begin with Relationships

Managing your Relationships

Basics of Relationships1. Why? 2. Good performance & skill won't get you very far.

You need others to succeed3. Five Rules for Successful Relationships:

a. Be Yourselfb. Be of Valuec. Be Consistentd. Be Truthfule. Do What You Say

Managing your Relationships

Basics of Relationships4. You cannot get people to listen to you if they don't

like you.5. And if they don’t listen to you, you won’t

accomplish anything!6. Relationships = Expectations.7. You must know the expectations and manage those

expectations.

Managing your Relationships: People Skills

1. People are interested in themselves, not in you2. What is the most interesting subject in the world to

them? THEMSELVES3. Take four words out of your vocabulary: “I, me, my,

mine” and substitute for the most powerful word: “YOU”

4. Remember that the more important you make people feel, the more they will respond to you.

5. Avoid arguing.

Communication SF

LINA

Listen with interest and praise

make the person feel Important

use their Name

Ask questions

Personality SF

S + FH + C

Smile

Firm Handshake

Compliment

E. Begin with your Potential

1. Grow up

2. Understand Yourself

3. Invest in Yourself

4. Eliminate “Cannot be Done”

5. “You are being observed all the time”

How to reach your maximum potential

6. “Everything depends on Relationships”

7. Choose your close Friends

8. Serve

9. Control and use your Emotions

10.Discipline

How to reach your maximum potential

“You will be same person in five years except for the

people you meet and the books you read”

Charlie “Tremendous” Jones

Marketing. Why should I buy from you?

Next Stop….The Art and Science of Creating Excuses to Buy

“Cow don’t drink water, cannot push cow head

down”

Chinese Proverb

Marketing vs. Sales

Marketing Sales

Target Customers Sell to Target Customers

Create Message Deliver Message

Real Life Marketing Objective

“Get more people, to buy more things, more frequently, at higher prices.”

Sergio Zyman

“Retention and Loyalty are useless if No Conversion is happening.”

Philosophy

Loyalty is Useless…

• Virtual Consumption vs. Real Consumption

Loyalty is misleading…

• Heavy Consumption ≠ Loyalty• Loyalty ≠ Heavy Consumption

Philosophy

1.Loyalty = Relationship (something like Dating)

2.Loyalty ≠ Points3.Loyalty ≠ Redemption4.Loyalty = Get more people, to buy

more, more frequently, at higher prices

Philosophy

Marketing = War

• Two countries fighting for the same land. • Zero sum game. It’s either theirs or ours.• The sub goal is to get customers to:– Switch from the competitor to us, OR – to get non-customers to try our products.

Positioning

“Hope is not a strategy”

John Maxwell

Positioning

• For who? – Segmentation, Targeting• Your Offer? • Key Differentiator?

www.myCNI.com.my

Dilbert® on ‘Targeting’ Customers

Smart Dumb

Rich

Poor

No Start

No Goal!

Why ‘Target’?• MAS vs. Air Asia• McDonald’s vs. TGIF• Starhill vs. Chee Cheong Kai

Save Time

Save Energy

Save Money

Typical Targeting

1. Demographic/Industry segmentation

2. Income/Size segmentation

Demographic Segmentation - General

Demographic Segmentation - others

1. Women, Working Mothers2. Youtube generation3. Working retired4. Social Activists5. Work/Life balancers6. Industry

Income Groups

Expensive, cutting edge, private funds

Government priority, high subsidy, rural locations, cheap

No money for high-end, no access to low-end

Target: Customer Types1. Don’t know you2. Know you, Buy from you3. Know you, don’t buy from you4. Know you, Hate you

You need to have a different strategy for each of these types

Target: Customer Types

Buy From you

Loyal Swing Former

OppositionAgain: different type, different strategy

Sample Strategies for ‘Swing’• Increase switching

costs• Mega packages• Community• Reward programs

(Points)• Membership

Subscription• Email

communication

• Newsletters• Personalized alerts• Survey• Suggestion Box• Switching

Techniques (e.g. Balance Transfer of credit cards)

Target: Decision Chain

Influencer

Buyer

User

Again: different type, different strategy

Target: Not Covered**

• Product (features)• Pricing (how much to sell)• Place (where to sell)• Promotion (incentive to buy)

KEY MESSAGES

Who am I?

What do I offer?

Support?

End benefit(s)

Tagline:

In other words:

“Why should I buy from you?”

MESSAGE: Basics & Differentiators

Segments

Targets

Targets

Basics

Differentiators

The Right Tools for the Job

Reach of Communication

Qua

lity/

Inte

nsity

of

Com

mun

icati

on

Personal (exp)

Personal (info)

Impersonal (info)

Individual Mass

Mass Traditional, In-home, Out-Of-Home

Mass Unconventional

Mass Online

The Right Tools for the Job

Reach of Communication

Qua

lity/

Inte

nsity

of

Com

mun

icati

on

Personal (exp)

Personal (info)

Impersonal (info)

Individual Mass

Mass Targeted Conventional

Mass Targeted Online

The Right Tools for the Job

Reach of Communication

Qua

lity/

Inte

nsity

of

Com

mun

icati

on

Personal (exp)

Personal (info)

Impersonal (info)

Individual Mass

Individual Targeted Conventional

Individual Targeted Online

Contests

One-on-One

Summary of Marketing

Target

Message

Delivery Tool

Improve Sales. Kill the Competition. Enjoy Life.

And now for….Laws, Tips and Techniques for Boosting Sales Performance

What business are you in?

But first…What are you selling?

Marketing vs. SalesMarketing Sales

Target Customers Sell to Target Customers

Create Message Deliver Message

Sales Mindset

1. If I don’t get it done, they will get someone else to do it

2. Overall/Ultimate end-objective3. Accountability4. Positive persistence5. Failure acceptance

Sales Mindset

6. Partnerships win – some else always wants what you have and vice versa

7. Ready to Sacrifice8. There are always people better than you9. Learn, before you need it10. There will always be jerks in your way

Universal Law

Law of the Ping-Pong Ball

a.k.a. Law of Cause and Effect

Law of ‘Averages’

1. Sales has always been a numbers game2. 20/12/8/33. Go Wide, Dig Deep

Law of Averages in Action

• 20 contacts = 3 presentations• 3 presentations = 1 sale• 1 sale = RM120

• What is your sales statistic?• RM120/sale, RM0/two others?• RM6 per contact?

Law of Buy-in

1. People will always buy ‘You’ first, before they buy the product

2. Respect, Credibility, Trust, Love/Hate

Law of Annoyance1. Things our prospects and customers wish we wouldn’t do

that really annoys them:– pushy.– call too much.– disrespectful of their time.– keep calling if they say they’re not interested.– appear not to understand them, – don’t listen.– don’t know about our own products/ services.– rude, arrogant, or inattentive.– vague or unclear.– won’t take no for an answer.

Law of 24/7

1. In sales, there is no such thing as 9-to-5 job2. Sales is a 24 hours, 7 days a week ‘life’3. You never stop ‘selling’

Law of Q&A

1. No one likes to listen to ‘sales talk’2. The more QUESTIONS you ask, the more

sales you get

Law of the Panadol

1. Creative solutions for customers will always come from the ‘problems’

2. Sales is about ‘solving the problem’ not selling the solution

3. Example: We do not sell Panadol. We sell quick headache relief in 30 seconds.

Law of Momentum

1. Never aim for the Big Bang. There is no such thing.

2. Achievement comes from building momentum

3. “Start Small, Grow Fast, Make Money”

Law of Clarity

1. A confused prospect will never buy2. Avoid ‘jargons’ and ‘features’ and ‘latest this

and that…’ 3. Do not assume they understand you.

How not to talk to Retail External Parties

“The holder [of a CAB certificate] may continue to serve regularly any point named herein through the airport last regularly used by the holder to serve such point prior to the effective date of the certificate. Upon compliance with such procedures relating thereto as may be prescribed by the Board, the holder may, in addition to the services hereinabove expressly prescribed, regularly serve a point named herein through any airport convenient thereto.”

Civil Aeronautics Board, 1977

www.myCNI.com.my www.OOBEY.com

How not to talk to Retail External Parties

“It has been determined not to be in the public interest that United Airlines continue to provide air transportation services between San Diego and San Antonio”

“I forbid United Airlines to fly between San Diego and San Antonio”

www.myCNI.com.my www.OOBEY.com

Law of Powerpoint

1. Two major problems with people who always use slides:

1. Do not know how to use them2. Talking too much

2. DO NOT talk to the slides when presenting. 3. DO NOT fit many things into one page4. DO NOT get fancy with slide transitions,

builds and other custom animations

Law of the 3-point Plan

1. List (A, B, C)2. Plan3. Convert (A, B, C)

Law of No ‘No’

1. Try not to get the prospect to say ‘No’2. ‘Always use the Temperature Test3. Some Trial Questions:– "How does it sound so far?" – "Does that make sense?" – "Is this what you're looking for?" – "What do you think?" – "How close do you feel this comes to meeting

your needs?"

Law of Belief

1. Never assume they believe you2. Tell them only as much as they’ll believe3. Point out the disadvantages4. Use precise numbers5. If you have something to gain, let them know6. Use the power of the printed word7. Let them know who else says so

Law of Comparison

• Comparison. When Others Are Doing It, You Should, Too.

• We view a behavior as correct in a given situation to the degree we see others performing it

Law of Authority

• Authority. When the Source Is An Authority, You Can Believe It.

• Humans by nature have a deep-seated sense of duty to authority.

Law of Reciprocity

• Reciprocity. When Someone Gives You Something, You Should Give Something Back.

• We should try to repay, in kind, what another person has provided for us

Law of Consistency

• Commitment/Consistency. When You Take A Stand, You Should Be Consistent.

• Once we make a choice or take a stand (commitment), we will encounter personal and interpersonal pressures to behave consistently with that commitment (consistency).

• Involvement and Buy-in

Law of Scarcity

• Scarcity. When It Is Rare, It Is Good• Opportunities seem more valuable to us when

they are less available.• Things that can be scare: time, money,

opportunity, physical

Law of Self Perception

• Self perception. We learn about ourselves by observing our own behavior.

• If we observe ourselves doing some thing then we reason that we must like the thing.

Door-in-the-face (DITF)• Make a LARGE request, then when it is refused,

make a smaller (real) requestFirst Step Second Step get No! (large request) get Yes! (real request)

• Why DITF works?– Reciprocity.– Contrast

Foot-in-the-door (FITD)• First make a SMALL request, then when granted,

make a larger (real) requestFirst Step Second Step get Yes! (small request) get Yes! (real request)

• Example: Blood Donation• Why FITD works?– Commitment/Consistency, Self perception, Contrast

Influence SF

PASSE

Praise and encourage

Ask questions

allow the person to Save Face

use SMART goals

Encourage small improvements

Tele Dynamics

1. What is the objective of a Telephone call?2. To set up an appointment or another tele

call3. Why? Productivity – do not waste time on

‘no use’ prospects4. What NOT to do in tele calls: long, facts,

explain, Q&A, defend, objections5. What to DO: create interest, next step

Tele Dynamics

What are the ‘next steps’ you should aim for?1. Another Tele-call?2. Face-to-face?3. Email & Follow-up?4. Refer to Next Person?5. Detect interest?

Some Final ThoughtsAnd now to end…

Who are you really working for?

“What scares me more than death?

It is that I lived, and died, and I did not do anything significant with my life.”

Endnote

The rest is up to you.