Download CCBS-Course-Template-Sales-Marketing Team

SALES & MARKETING
PRESENTATION.
BASIC
Hello!
I am Enobong Ezekiel
Enobong holds a Bachelor’s degree in English
Language and an MBA with specialization in the field
of Marketing/Management. She also holds other
professional qualifications and is a beneficiary of the
British Council Interaction Leadership Programme.
Enobong has over 28years+ post NYSC work
experience and has worked in various private
sectors of the economy ranging from FINANCIAL
POWER, FCMG, IT, AUTOMOBILE
E-mail
[email protected]
“
‘’If you are offered a seat on the
rocket ship, don’t ask what seat!
Just get on’’…Sheryl Sandberg.
COURSE OUTLINE
▷Sales:
The Sales Process
The Sales Cycle
▷Marketing :
Evolution of Marketing
Importance of Marketing
The Marketing Mix
Functions of Marketing
▷Sales vs Marketing
.
Why are we
here?????
The Action Selling Process
Action Selling shows the salesperson when to plan, when to establish rapport, when to present the company and the
product and service capabilities, when to ask for commitment, how to confirm the sale and improve continually
THE 5 BUYING
DECISIONS
PROFESSIONAL GROWTH
TIME TO BUY
PRICE
PRODUCT
THE COMPANY/BUSINESS
SALESPERSON
PLAN
TO WIN
1
COMMITMENT
OBJECTIVE
2
PEOPLE
SKILLS
3
4
5
6
7
8
9
REPLY
THE CALL
CONFIRM
THE SALE
ASK FOR
COMMITMENT
SELL THE
PRODUCT
SELL THE
BUSINESS
AGREE ON
NEED
ASK THE
BEST
QUESTIONS
THE 9 ACTS OF A SALE
6
INTRODUCTION
Companies make the mistake of assuming that marketing is just ―one‖ thing,
but marketing is everything that the consumer encounters when it comes to
your business… from advertising, to what they hear, to the customer service
that they receive, to the follow-up care that you provide. It‘s all marketing and
creating the decision within the consumer whether or not to choose you
initially from the onset or for repeat business.
Marketing has come to mean many things. We observe that housewives, who
return home after buying vegetables and provisions, state that they have just
finished marketing activity.
▷Salesmen, who sell the products of their employers by booking orders from
the different merchants also refer to their work as marketing. Thus, buying and
booking of orders are both referred to as marketing. To understand the
meaning of the terms Sales and Marketing, we would be considering a few
definitions.
SALES
▷Sales is referred to as the Selling Process.
▷It is the process where products finally flow to the customers who need them
in exchange of money.
▷The selling concept is useful for the manufacturers with unutilized production
capacity and for those marketers who are operating in a buyers market where
the supply of a product exceeds its demand. Such manufacturers and marketers
aim at selling what they can make, rather than making new things that can sell.
▷The sellers who try to sell their product by hook or crook through aggressive
selling assume very high risks. The sellers will be in trouble and their future
sales will be adversely affected.
THE SALES PROCESS
The Sales Process consists of interpersonal interaction. It is often done
by a one-on-one meeting, cold calls, and networking. It's anything that
engages you with the prospect or customer on a personal level rather
than at a distance.
▷Managing Your Sales Cycle
▷Prospecting and Lead Generation
▷Setting Appointments
▷Qualifying Prospects and Making Presentations
▷Addressing Objections and Closing the Sale
▷Asking for Referrals
THE SALES CYCLE
No matter what you're
selling, every sale follows
roughly the same pattern.
Prospect
for Leads
Ask for
Referrals
Set an
Appointment
Qualify
the
Prospect
Close the
Sale
Address the
Prospect's
Objections
Make Your
Presentation
It's a rare sale that
doesn't include each of these
steps in one form or another.
In order to succeed in
sales you need to master each
one of these stages.
If you're weak in one or
more areas, you might survive as
a salesperson but you won't
thrive.
MARKETING
There are several definitions of the term ‗Marketing‘. Some of which are :
▷The American Marketing Association (AMA)has defined the marketing as
―the performance of business activities that directs the flow of goods and
services from producer to consumer or user‖.
▷Marketing is the process of performing market research, selling products
and/or services to customers and promoting them via advertising to further
enhance sales.
▷Marketing is an integrated process through which companies build strong
customer relationships and creates value for their customers and for
themselves.
▷According to Philip Kotler, Marketing is defined as ―a human activity
directed to satisfying process‖.
MARKETING
.
CONTD
▷Marketing generates the strategy that underlies sales techniques, business
communication, and business developments.
▷The features in these definitions are that marketing,
is an exchange process.
covers a variety of functions to be carried out in an integrated manner &
is directed to satisfy the needs/desires/wants of the consumer.
▷Marketing originates with the recognition of a need on the part of a consumer
and terminates with the satisfaction of that need by the delivery of a usable
product at the right time, at the right place and at an acceptable price.
▷Your marketing will consists of the measures you use to reach and persuade
your prospects that you are the company for them. It's the message that
prepares the prospect for the sales. It consists of advertising, public relations,
brand marketing, viral marketing, and direct mail.
EVOLUTION OF MARKETING
There are different stages in the development of marketing.
STAGE OF SELF-SUFFICIENCY
STAGE OF PRIMITIVE COMMUNISM
BARTERING STAGE
MONEY ECONOMY STAGE
STAGE OF CAPITALISM
MASS PRODUCTION STAGE
AFFLUENT SOCIETY STAGE
IMPORTANCE OF MARKETING
The concept of Marketing simultaneously benefits the following;
the organization that practices it,
the consumer at whom it is aimed and
the society at large.
THE MARKETING MIX
The term "Marketing Mix" became
popularized after Neil H. Borden published
his 1964 article, The Concept of the Marketing
Mix. Borden began using the term in his
teaching in the late 1940's after James Culliton
had described the marketing manager as a
"mixer of ingredients".
The ingredients in Borden's marketing
mix included: product planning, pricing,
branding, distribution channels, personal
selling, advertising, promotions, packaging,
display, servicing, physical handling, and fact
finding and analysis.
E. Jerome McCarthy later grouped
these ingredients into the four categories that
today are known as THE 4 P‘s OF
MARKETING
ELEMENTS OF THE MARKETING MIX
▷Product : The term "product" refers to tangible, physical products as well as
services. Product decisions to be made include: Brand name, Functionality,
Styling, Quality, Safety, Packaging, Repairs and Support, Warranty ,
Accessories and services
▷Price: Pricing decisions to be made include: Pricing strategy (skim,
penetration, etc.), Suggested retail price, Volume discounts and wholesale
pricing, Cash and early payment discounts, Seasonal pricing, Bundling, Price
flexibility, Price discrimination
▷Place (Distribution): Distribution is about getting the products to the
customer. Some examples of distribution decisions include: Distribution
channels, Market coverage (inclusive, selective, or exclusive distribution),
Specific channel members, Inventory management, Warehousing,
Distribution centers, Order processing, Transportation, Reverse logistics
ELEMENTS OF THE MARKETING MIX CONTD.
Promotion: In the context of the marketing mix, promotion represents
the various aspects of marketing communication, that is, the communication of
information about the product with the goal of generating a positive customer
response. Marketing communication decisions include: Promotional strategy
(push, pull, etc.), Advertising , Personal selling & sales force, Sales promotions,
Public relations & publicity, Marketing communications budget.
In order to be a successful marketer, one has to identify consumer
needs through marketing research, develop appropriate products, price them
reasonably, make proper distribution (place) arrangements and promote them
effectively. Then only will the products sell easily in the market.
LIMITATIONS OF THE MARKETING MIX FRAMEWORK
The marketing mix framework was particularly useful in the early days
of the marketing concept when physical products represented a larger portion
of the economy.
Today, with marketing more integrated into organizations and with a
wider variety of products and markets, some authors have attempted to extend
its usefulness by proposing a fifth P, such as packaging, people, process, etc.
Today however, the marketing mix most commonly remains based on
the 4 P's. Despite its limitations and perhaps because of its simplicity, the use of
this framework remains strong and is being recognized globally.
FUNCTIONS OF MARKETING
Product
Designing &
Development
Standardization
and Grading
SALES VS MARKETING
▷Very often these two terms are synonymously used but they are actually
different in their meaning. The activities of marketing are often confused with
sales, but it is important to realize that there is a difference.
▷Marketing is not Sales, and Sales is not Marketing. Marketing is about your
message, about defining the value of what you offer and how you get the word
out to your potential customers. Why should people buy from you and what‘s
in it for them? Sales is how you actually engage your customers, generate leads
and then make the transaction—how the cash comes in.
Marketing
Marketing
Sales
Marketing Research
After-sales Services
The difference between Selling and Marketing may be as follows :
SALES VS MARKETING CONTD.
Sales
Marketing
1
Focuses on the needs of the seller
Focuses on the needs of the purchaser
2
Refers to moving the products from the
outlets
Refers to obtaining the customers to move
the goods
3
Gives supreme importance to the product
Gives unique importance to the customer
4
Emphasizes on corporate objectives
Emphasizes on customer satisfaction
5
Aims at short-term objectives
Aims at long –term objectives
6
Aims at customer-oriented selling efforts
Aims at market-oriented selling efforts
7
Aims at selling the goods which are
produced through intensive promotion
at a profit
Forecasts the customer demand to undertake
the production activity
8
Gives top priority to sales volume and
maximization of profits
Gives top priority to profitable volume of
sales and market share at fair and reasonable
prices
9
Selling activities are organized and
directed by marketing department
Marketing policies and strategies are
directed by the top management
Sales vs. Marketing contd.
Marketing is everything that you do to reach and persuade prospects. Selling is
everything that you do to close the sale and get a signed agreement or contract. Selling
aims at profit through sales volume and the marketing aims at profit through servicing
customer demand.
▷Marketing creates opportunities and Sales brings about outcomes. Marketing is finding
out what we don't have and sales is the task of selling what we do. Marketing is the
cost effective delivery of sales.
▷Selling is an important function of marketing and includes all the activities such as
sales planning, sales forecast, sales research, advertising, personal selling, sales
promotion etc. But, marketing is wide in its meaning and includes selling also.
▷Both are necessities to the success of a business. You cannot do without either process.
By strategically combining both efforts you will experience a successful amount of
business growth.
However, by the same token if the efforts are unbalanced it can detour your growth.
Remember the key to success in marketing and in sales is balance!
Thanks!
Any questions?
You can find me at:
[email protected]