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Download WORKSHOP 2: MARKETING & EXECUTION SALES Workshop Leaders: Connie Chang & Anny Chih
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WORKSHOP 2: MARKETING & EXECUTION SALES Workshop Leaders: Connie Chang & Anny Chih Marketing & Execution Marketing Definition & Objectives Situational Analysis – Competitive Analysis & SWOT Target Markets 4 P’s of Marketing &Unique Selling Points Basic Economics 6 Promotional Mix Elements Marketing Research Marketing Career Opportunities Marketing What is marketing? Marketing Definition “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” -American Marketing Association (AMA) Marketing Definition “planning and executing” Marketing “conception, pricing, promotion, and distribution” 4 is about thinking before doing Ps of Marketing: Product, Price, Place, Promotion “individual and organizational objectives” Needs vs. Wants Satisfying, not creating Marketing Objectives Thinking before doing includes asking: What do you want to achieve? How will you know when you have achieved your goal? Think S.M.A.R.T. Example of a marketing objective: “To enter the Vancouver market for automobile repairs and capture 5% of the market share within one year.” Marketing Objectives How do you set a marketing objective? 1. Conduct a situational analysis to find out what’s measurable, achievable, and realistic 2. Set specific goals and a time limit to achieve those goals Exercise: Take 5 minutes to think about your business and set one marketing objective. Situational Analysis Includes Competitive Analysis, SWOT and 5 Force Analysis Competitive Analysis answers: Who are your direct and indirect competitors? Who are your main competitors and why? What advantages and disadvantages does your business have against those competitors? SWOT addresses your Strengths, Weaknesses, Opportunities, and Threats 5 Force Analysis addresses Suppliers, Buyers, New Entrants, Substitutes, and Rivalry Strong / Weak industry Competitive Analysis Direct Competitors: Rival companies providing products / services within the same market (ex. Mars candy bars’ direct competitors include other candy bar manufacturers) Indirect Competitors: Companies providing products / services in a different market but are seen as an alternative choice (ex. Mars candy bars’ indirect competitors include chips and other snack manufacturers) Competitive Analysis How do you decide which are your primary and secondary competitors? Competitive Analysis Strategic Maps Examples: SWOT Strengths and Weaknesses are INTERNAL You have control over what happens Opportunities and Threats are EXTERNAL You do NOT have control over what happens SWOT Example New software development firm Strength: Staff includes a team of the nation’s 10 top computer engineers (for a software development firm). Weakness: No brand awareness as a new market entrant. Opportunity: Canadian government is providing each new software development firm up to $500,000 in interest-free loans. Threat: Several competing well-known software development firms in Canada including companies x, y and z. SWOT Exercise Create a SWOT analysis for McDonald’s 4 groups – 2 teams / group Point-form 5 points for each category Focus on the main strengths, weaknesses, opportunities, and threats 15 minutes Target Markets Target Market: the specific group of customers that a company aims to capture. They have been identified as people with needs or wants that can be met with the products or services from this company. Why does a company specify a target market? How does a company define a target market? Target Market Segmentation Demographics – segregation by demographic variables (ex. age, gender, family size) Psychographics – segregation by lifestyle, personality, culture, social class (ex. VALS – Values and Lifestyles) Geographics – segregation by geographic location (ex. city, neighbourhood) Socio-Economic Status – segregation by income, education, occupation (sometimes this information is categorized as demographics or psychographics) Target Market Exercise Define your business’ target market Include: Demographics (ex. age, gender, family size) Psychographics (lifestyle, personality, culture, social class) Geographics (ex. city, neighbourhood) 5 minutes 15 Minute Break 4Ps of Marketing Product: What are you selling? Price: How much are you charging? Place: Where / How are you going to sell your product / service? Promotion: How are you going to get people interested? The What, Where, and How are dependent on Who you’re targeting. Unique Selling Points What separates your product / service from your competitors? Why should a customer purchase from you rather than a competitor? Can be seen in the product itself and the place where the product is available but usually seen in the way the product is promoted – product positioning (ex. Coca Cola) Chocolate Exercise Your team has decided to sell chocolate in the GVRD. Your task is to: Develop (a) chocolate product(s) Decide where and when to sell your product(s) Define your target market Identify your main competitors Identify your unique selling proposition 30 minutes A team representative will present your decisions. Chocolate Exercise Presentations 15 Minute Break Basic Economics The Big Idea What message do you want to give your target audience? 6 Promotional Mix Elements 1. 2. 3. 4. 5. 6. Advertising Direct Marketing Internet Marketing Sales Promotion Public Relations Personal Selling Sales The 10 Step Selling Process 1. 2. 3. 4. 5. Prospecting Pre-approach Approach Presentation Trial Close 6. 7. 8. 9. 10. Determine Objections Meet Objections Trial Close Close Follow-up Prospecting Lead Names of people who may want to buy your product Where can you find leads? Referrals Cold/warm calling Trade shows Web sites List and directories Prospecting Qualified Prospect Ask if this person is MAD? Money to buy? Authority to buy? Desire to buy? How do you tell if someone is MAD? Ask the referral Research their company Know the industry Speak with non-competing salespeople Prospecting 3 Criteria of Prospecting 1. Customize 2. Concentrate 3. Call back Goal Setting 1. Leads called per day 2. Prospects called & appointments made 3. Appointments/sales made Pre-approach Planning your sales call and presentation Builds confidence Develops goodwill Creates professionalism Increases sales Be a strategic problem solver Understand needs, develop creative solutions, arrive at a mutually beneficial agreement Pre-approach Sales Call Planning 1. Call objective (specific, measurable, beneficial) 2. Research customer and create profile 3. Develop customer benefit plan (FAB statements) 4. Plan sales presentation FAB Statements FAB stands for Features Tangible or intangible characteristics Advantages Performance characteristics Benefits What it can do for the customer Your unique selling proposition (USP) Sales Call Planning Exercise You’re going on your first sales call selling the Nintendo Wii/Playstation 3/XBOX 360 to Future Shop. Plan your sales call by writing down a script. Introduce yourself and your company State the purpose of the call Respond to: “I don’t think I need it” Ask for the meeting, reinforcing benefits Confirm any other details 10 minutes A team representative will present your decisions. Approach 3 Objectives of the Approach 1. Build rapport 2. Capture buyer’s attention 3. Generate interest You have to prove you are worth the prospect’s time and attention! Approach Customize your approach to the customer 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Introductory Complimentary Referral Premium Product Showmanship Customer Benefit Curiosity Opinion or Survey Shock Approach Active Listening Show genuine interest Clarifying questions Let the prospect talk Eye contact Types of Questions 1. Information Gathering 2. Probing 3. Confirmation 4. Summary Presentation Customer Benefit Plan 1. FABs 2. Marketing plan 3. Resell/use Non-product FABs Business proposition Value/cost Payment terms Presentation The Sales Presentation Mix 1. Persuasive Communication 2. 3. 4. 5. 6. Logical reasoning, suggestions, trial closes Prospect Participation Evidence Statements Visual Aids Dramatization Demonstrations Trial Close Determines how close the prospect is to buying Salesperson is asking for an opinion “What do you think so far?” “Can you see how this might improve your sales?” Attempt when the prospect gives you a signal that he/she is interested in your product Use it early and often Determine Objections Objections are opposition or resistance to information or to the salesperson’s request Welcome objections! Occur at any time and often Usually you should handle objections as they occur, but sometimes you need to postpone objections Determine Objections Types of Objections 1. Stalling (“No Hurry”) 2. “No Need” 3. “No Money” 4. “No Confidence” 5. Hidden Meet Objections 4 Steps to Handling Objections 1. Acknowledge 2. Identify and Clarify 3. Meet the Objections 1. 2. 3. 4. 5. 6. 7. 4. Postpone Anticipate Boomerang Condition of Sale Direct Denial Indirect Denial Third Party Answers Trial Close Trial Close At this point of your sales call, you would use another trial close to see if your prospect still has questions or concerns about your product/service. If they do not, you can attempt to close the sale! Close Definitive request of the order Close when buyer is in “conviction stage” Earn the right to close Ask for order and be silent Closing Clues 1. Verbal 2. Nonverbal Close Closing Techniques 1. Alternative Choice 2. Assumptive 3. Compliment 4. Summary of Benefits 5. Balance Sheet 6. Urgency 7. Premium 8. Puppy Dog 9. Direct Appeal Follow-up Creates goodwill and opens doors Contact customers frequently and regularly Promptly handle complaints Always do what you say you will do Sincerely thank the customers Coffee Shop Exercise Your team has just opened a new coffee shop downtown across from a Starbucks. You offer the same drinks at the same prices. Develop a basic marketing campaign outline. Think of the 4th P: Promotion. $5,000 marketing campaign budget Advertisement in local paper costs $1,000 Direct mail to local homes costs $2,000 + any sales promotion costs (ex. coupon for $x off) Cost to hire a street team member is $15 / hour Tip: Think of one “Big Idea” 30 Minutes A team representative will present your decisions. Coffee Shop Exercise Presentations Marketing Research Qualitative Research Quantitative Research Primary vs. Secondary Research Marketing Career Opportunities Agency: Marketing, Creative, Advertising Creative, Direct Marketing, Sales Promotion, Internet Marketing, Public Relations, International Marketing, Branding & Design, Client-Side: In-House Marketing Team, Marketing Representative Marketing Research Database Marketing Public Relations Firms Event Marketing …and the list goes on! Sales Career Opportunities The End. Got a question? Ask away!
