Marketing&Selling

8/14/2019 Marketing&Selling

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Golden Rules of SellinGolden Rules of Sellin 22

Learning ObjectivesLearning Objectives What the difference betweenWhat the difference between

Marketing & selling ?Marketing & selling ? Facts about selling processFacts about selling process

7 roles of salesman7 roles of salesman

Advantages & drawback of this jobAdvantages & drawback of this job Types of salesmanTypes of salesman

Titles of salesmanTitles of salesman

Criteria of Medical rep.Criteria of Medical rep. Communication skillsCommunication skills


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Learning ObjectivesLearning Objectives

Define the terms advertising, personalDefine the terms advertising, personalselling, sales promotion, publicselling, sales promotion, publicrelations and publicityrelations and publicity

Explore into the 3 stages of sellingExplore into the 3 stages of selling Define the term promotional mix.Define the term promotional mix. List the five elements of theList the five elements of the

promotional mix.promotional mix.

List the advantages and disadvantagesList the advantages and disadvantagesof each of the four promotional mixof each of the four promotional mixelementselements

List the principal goals of promotion.List the principal goals of promotion.

What is personal selling?What is personal selling?


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Learning ObjectivesLearning Objectives

20/8020/80


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Golden selling skills rules

What the difference between Marketing &What the difference between Marketing &selling ?selling ?

Marketing EvolutionsMarketing Evolutions

4 ps4 ps


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Three Marketing EvolutionThree Marketing Evolution

Product approachProduct approach1850- 19001850- 1900

Selling approachSelling approach1900 19501900 1950

Customer approachCustomer approach1950-20081950-2008


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Three Marketing ConceptsThree Marketing Concepts

Product approachProduct approach1850- 19001850- 1900

Selling approachSelling approach1900 19501900 1950

Customer approachCustomer approach1950-20081950-2008


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Product ApproachProduct Approach

FocusesFocuses ononproduct andproduct andproduction moreproduction morethan marketingthan marketing

AssumesAssumes that athat agood product willgood product willsell itselfsell itself

UsefulUseful whenwhen

demand exceedsdemand exceedsits supply, andits supply, andwhen product iswhen product isexpensive toexpensive toproduce andproduce and

improvedimprovedproductivity orproductivity or

.


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Selling ApproachSelling Approach

FocusesFocuses on sellingon selling AssumesAssumes that athat a

good sales teamgood sales teamwill sell whateverwill sell whateverthey producethey produce

AssumesAssumes thatthatcustomers will likecustomers will likewhat they buywhat they buy

(poor assumption(poor assumption

why?)why?)

UsefulUseful for productsfor productscustomers do notcustomers do notnormally considernormally consider

buying, or whenbuying, or when

o o

o ( )

o

o

.


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Customer ApproachCustomer Approach

FocusesFocuses ononfulfilling customersfulfilling customersneedsneeds

Aligning marketingAligning marketingeffort to satisfyeffort to satisfycustomerscustomers

Profit is consideredProfit is consideredas a result ofas a result of

customercustomersatisfactionsatisfaction

Focuses on buildingFocuses on buildinglong-termlong-term

relationships withrelationships withcustomerscustomers

.


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4 Elements for New Business4 Elements for New Business MoneyMoney Man power ( human resource )Man power ( human resource )

ProductionProduction MarketingMarketing


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,MONEY

HUMAN RESOURCE

PRODUCTION


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MARKETING


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Turning Suspects IntoTurning Suspects IntoBona (true) ProspectsBona (true) Prospects

IdentifyIdentify MADMAD CustomersCustomersMMoney to Buy ( Purchasing Power )oney to Buy ( Purchasing Power )

( p.p. )( p.p. )

AAuthority to Buy ( Decision making )uthority to Buy ( Decision making )

DDesire to Buy ( Need )esire to Buy ( Need )Qualified Customer


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Explain the difference between aExplain the difference between acustomers needs, wants, andcustomers needs, wants, anddemandsdemands ????

NeedNeed , Want, Want ,,DemandDemand ??


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http://www.accel-team.com/human_relations/hrels_02_maslow.html


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MaslowMaslow The basic human needs, according to Maslow,The basic human needs, according to Maslow,

are:are:

physiological needs (Lowest need) asphysiological needs (Lowest need) ashunger,thirt, sleep.etchunger,thirt, sleep.etc

safety needs; as security,protection fromsafety needs; as security,protection fromdanger.danger.

love needs; as belonging, love,frindship.love needs; as belonging, love,frindship. esteem needs; as self respect,statusesteem needs; as self respect,status

recognationrecognation

self-actualization needs (Highest)isself-actualization needs (Highest)is

achieved by few as Nageeb Mahfowz selfachieved by few as Nageeb Mahfowz selfactualised as the first arabic person to winactualised as the first arabic person to winthe Nobel Prize for stories inthe Nobel Prize for stories in 19881988..

unsatisfied needsunsatisfied needs equal motivatorequal motivator

when one need is satisfied he aspires for thewhen one need is satisfied he aspires for thenext higher one.next higher one.
http://www.accel-team.com/human_relations/hrels_02_maslow.htmlhttp://www.accel-team.com/human_relations/hrels_02_maslow.htmlhttp://www.accel-team.com/human_relations/hrels_02_maslow.htmlhttp://www.accel-team.com/human_relations/hrels_02_maslow.html


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WantsWants

Wants areWants arethose thingsthose thingsthat people in athat people in aspecific regionspecific region

believe willbelieve willsatisfy a needsatisfy a need

Hunger
http://images.google.com/imgres?imgurl=www.lunaestas.com/blackadder/show/bean_01.jpg&imgrefurl=http://www.lunaestas.com/blackadder/show.html&h=296&w=269&prev=/images%3Fq%3Dmr.%2Bbean%26start%3D40%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8%26sa%3DNhttp://www.google.com/imgres?imgurl=www.beijinghouserestaurant.com/welcome/food_pic2.jpg&imgrefurl=http://www.beijinghouserestaurant.com/welcome.html&h=187&w=166&prev=/images%3Fq%3Dchinese%2Bfood%26start%3D60%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8%26sa%3DNhttp://www.google.com/imgres?imgurl=www.saveurs.sympatico.ca/ency_6/boeuf/hamburger.jpg&imgrefurl=http://www.saveurs.sympatico.ca/belle/forme/test-aliment.htm&h=248&w=300&prev=/images%3Fq%3Dhamburger%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8%26sa%3DG


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d dN d W t d


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Needs:Needs:state of felt deprivation forstate of felt deprivation for

basic items such as food and clothingbasic items such as food and clothing

and complex needs such as forand complex needs such as for

belonging. i.e. I am hungry.belonging. i.e. I am hungry.

Wants:Wants:form that a human need takesform that a human need takesas shaped by culture and individualas shaped by culture and individual

personality. i.e. I want a hamburger,personality. i.e. I want a hamburger,

Needs, Wants andNeeds, Wants andDemands?Demands?


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Need & want refers toNeed & want refers topeoplepeople

Demand refers to goods&Demand refers to goods&servicesservices


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20% dont have need20% dont have need20% dont have Authority20% dont have Authority30% dont have p.p.30% dont have p.p.

U have to discover need & focus onU have to discover need & focus onWantWant


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)10()10(

::

)2()2( ..

)3()3( ..

)2()2( ..

%70-65%70-65

. .


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C titi Ad t ( h tC titi Ad t ( h t


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Competitive Advantage ( why toCompetitive Advantage ( why tochange)change)

Someone can copy your business strategySomeone can copy your business strategy

Someone can copy your productSomeone can copy your product

Someone can copy your manufacturingSomeone can copy your manufacturingcapabilitiescapabilities

Someone can copy your market accessSomeone can copy your market access

No one can copy your knowledgeand relations with your customers


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The Four Ps of theThe Four Ps of the

Marketing MixMarketing MixProduct Place

Price Promotion

C


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Definition ofDefinition ofMarketingMarketing

MarketingMarketing is the total systemis the total systemof business activities designedof business activities designedto plan, price, promote, andto plan, price, promote, anddistribute want-satisfying goodsdistribute want-satisfying goods,, servicesservices, and, and ideas ( products )ideas ( products )to target markets in order toto target markets in order toachieve organizationalachieve organizationalobjectivesobjectives


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What is Marketing?What is Marketing?

American Marketing Association Definition

Marketingis the process of planning andexecuting the conception, pricing, promotion,and distribution of ideas, goods, and services

to create exchanges that satisfy individual andorganizational goals.


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Definitions of MarketingDefinitions of Marketing

Marketing is theMarketing is themanagement processmanagement process

that identifies, andthat identifies, andsatisfies customersatisfies customer

requirements profitablyrequirements profitably

The chartered institute of marketingThe chartered institute of marketing


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3131Golden Rules of SellinGolden Rules of Sellin

TheTheMarketing Concept:Marketing Concept:

Satisfy customer needs and wantsSatisfy customer needs and wants

AND

Make a profit

d i hP d t i th


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Product, in theProduct, in the

Right Place, atRight Place, at

the Right Time,the Right Time,and at the Rightand at the Right

PricePrice

ar e ng s e


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ar e ng s e

Human ActivityHuman ActivityDirected atDirected at

Satisfying HumanSatisfying HumanNeeds and WantsNeeds and Wants

Through anThrough an

Exchange ProcessExchange Process


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The 4Ps of Marketing MixThe 4Ps of Marketing Mix

Product Price

Place Promotion

ra egy ec s on reasra egy ec s on reas


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Product

Physical GoodsServiceFeaturesQuality LevelAccessoriesWarranty

Product LinesPackagingBranding

Place

ObjectivesChannel TypeMarket ExposureKinds and

Locations ofStores

How to HandleTransportingand Storing

Promotion

ObjectivesSalespeopleKindNumberSelectionTraining

MotivationAdvertisingTargetsKinds of AdsMedia Type

Sales Promotion

Publicity

Price

ObjectivesFlexibilityDiscountsAllowances

ra egy ec s on reasra egy ec s on reasOrganized by the Four PsOrganized by the Four Ps


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Marketing MixMarketing Mix

People

Physical

evidence

Process Promotion

Place

Price

Product

Marketing

mix


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SERVICES MARKETING MIX ) 7 ps(:SERVICES MARKETING MIX ) 7 ps(:

ProductProduct

PricePricePromotionPromotionPlacePlace

People in ServicesPeople in ServicesPhysical Evidence inPhysical Evidence in

ServicesServicesProcess in ServicesProcess in Services


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Promotion

communication of

information influence the buyer

h i i lTh P i i l


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Three PrincipalThree Principal

Goals of PromotionGoals of Promotion

sTo inform.To inform.sTo persuade.To persuade.

sTo remind.To remind.


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Promotional objectivesPromotional objectives

To support sales increasesTo support sales increasesTo encourage trialTo encourage trial

To create awarenessTo create awarenessTo inform about a feature orTo inform about a feature orbenefitbenefit

To remindTo remindTo reassureTo reassureTo create an imageTo create an image

To modify attitudesTo modify attitudes

El tEl t


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ElementsElementsCommunications and theCommunications and the

Promotional MixPromotional MixsAdvertisingAdvertising

sPersonal selling (sales)Personal selling (sales)

sPublic relations andPublic relations and

publicitypublicity

sSales promotionSales promotion


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ass e ng


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ass e ng communicating with large numbers of potential

customers

non-personal selling

used when the target market is large and

dispersed

Advertising is a form of Mass Selling

:Advertising:Advertising

Any paid form of non-personalAny paid form of non-personal

( communication ) presentation of ideas,( communication ) presentation of ideas,goods, or services by an identified sponsor.goods, or services by an identified sponsor.( the main form of mass selling ) eg. TV( the main form of mass selling ) eg. TVcommercialcommercial


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Definitions of IndividualDefinitions of IndividualPromotional Mix ElementsPromotional Mix Elements

Personal selling:Personal selling:sOral conversations, either by telephone orOral conversations, either by telephone or

face-to-face, between sales persons andface-to-face, between sales persons andprospective customers.prospective customers.

fi i i f di id l


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Sales promotion:Sales promotion:

sApproaches other thanApproaches other thanadvertising, personal selling,advertising, personal selling,and public relations andand public relations and

publicity where customers arepublicity where customers aregiven a short-term inducementgiven a short-term inducement

to make an immediate purchase.to make an immediate purchase.


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Public relations &Publicity:Public relations &Publicity:

s All the activities that a hospitality andAll the activities that a hospitality and

travel organization engages in to maintaintravel organization engages in to maintainor improve its relationship with otheror improve its relationship with other

organizations and individuals.organizations and individuals.

s One public relations technique thatOne public relations technique that

involves non-paid communication ofinvolves non-paid communication of

information about an organizationsinformation about an organizations

services.services.


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PROMOTION MIXPROMOTION MIX

ADVERTISINGADVERTISING PUBLIC RELATIONPUBLIC RELATION

SALES PROMOTIONSALES PROMOTION PERSONAL SELLINGPERSONAL SELLING


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What is Selling?What is Selling?Helping customersHelping customers

make satisfyingmake satisfyingbuying decisions bybuying decisions bycommunicating howcommunicating howproducts and theirproducts and theirfeatures matchfeatures matchcustomers needscustomers needs

and wants.and wants.


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Exchange process betweensales man & customer


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Art to persuade a person or a group of people toexchange money for something to may intend tobuy

goal directed-1

Persuasive -2communication-3

/

What is Selling?What is Selling?

SS


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SEVEN

STE

PSINT

HESAL

ES

SEVEN

STE

PSINT

HESAL

ES

PROC

ESS

PROC

ESS

Locate

Customer

PLAN THE

INTERVIEW

MAKE INITIAL

CONTACT

SATISFY

THE NEED

OVERCOME

OBJECTIONS

CLOSE

THE SALE

BUILD

A LONG

TERM

The difference in


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Marketing Is..Marketing Is.. A way of doing businessA way of doing business Complete processComplete process

In everyones job descriptionIn everyones job description

The difference inMarketing, and Selling


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..

Marketing ) )Marketing ) )CreationCreation Selling ) )Selling ) ) Influence Influence:: :: ::


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Golden Rules of Sellingskills

/

Marketing&Selling

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