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Slide 1. International Marketing 70-480, Session 11 Lloyd Corder, Ph.D. Global Environment. Selling. Corder’s Questions. Slide 2. How does marketing fit with sales? What are the key steps of the sales process?. Believe in the power of feedback. 11. Selling - PowerPoint PPT PresentationTRANSCRIPT
GlobalEnvironment
International Marketing 70-480, Session 11Lloyd Corder, Ph.D.
Selling
Slide 1
1. How does marketing fit with sales?2. What are the key steps of the sales process?
Corder’s Questions
Believe in the power of feedback.
Slide 2
11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
How does marketing fit with sales?
1.
Slide 3
11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Marketing & Sales Cookbook
The sales qualifying steps may vary, but
knowing what to do in each will help you close more deals in shorter
periods of time.
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
5 Stage Buying Process
Sense a problem
Explore possible solutions
Wonder if the “right decision”
was made
Compare options
Make a buying
decision
John Dewey problem solving method
Sales = process of using persuasion to move “prospects” to next step—and keeping them
sold after the sale
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Selling Pitfalls● Fear of rejection● No system/no language● No strategizing● Few examples of what “right looks like”● Thinking marketing can happen without
sales● Secrets to sales’ success:
● Going to the bank vs. getting your needs met● Picking for pain (quantifying problems)● ABC (Always Be Closing)● Listening more than you talk● No flag waving
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Ancient Model of Persuasion
Ethos
LogosPathos
Personal Credibility
Feelings & EmotionsLogical Reasoning & Power of Naming
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
What’s Persuasive?● Sources
● Attractiveness = persuasiveness● Experts (degrees, experience, etc.)● Eye-witnesses, first-hand accounts● People who make mild threats instead of strong ones
● Messages● Points with specific conclusions● Good news● Telling both sides of the story● The more they understand the message, the more
persuasive it will be● Repetition (say it enough times and they will believe it)
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Persuasive, cont.● Media● Live or videotaped, followed by oral—
written is least persuasive● Receivers● Messages that contradict existing
opinions won’t be rejected if they appear to benefit the listener
● Perception is subjective
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Building Your Credibility● Support what you say with evidence● Demonstrate confidence in your role● Use language appropriately● Don’t call attention to shortcomings● Stress your fairness● Stress enduring values● Stress your similarity with your target
audience● Demonstrate long-term consistency
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Building Your Credibility● Show respect and courtesy● Be interested in your audience’s welfare,
not simply seek self-gain● Be enthusiastic● Be emphatic, fresh● Be positive● Coordinate verbal and nonverbal
messages● Don’t appear too little or too much
involved in your role
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
What are the key steps of the sales process?
2.
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
The Sales Process
Typical 1st Meeting
Sales Proposal & Closing
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
1. Rapport Building (By Using Prospect Mindsets)
● Thinker: “I’m thinking about buying a car.”● Want to make a decision; need information in order to make an
informed decision● Strategy: Don’t try to sell the car. Ask for timeframe in making a
decision.● Doer: “I’ve made a decision to buy a car.”
● Want action; need your sense of urgency● Strategy: Move quickly. Ask when they would like to make a
purchase and get moving.● Struggler: “You’re charging how much for that car!?”
● Want a quick fix; need a new perspective● Strategy: Don’t get sucked into their problem. Draw them out, help
them think of new ideas before making a decision.● Achiever: “I’m looking for someone whom I can work with.”
● Want teamwork; need a resource● Strategy: Build a long-lasting relationship.
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Message Make-upYour
EstimateExpert
Estimate
Visual(What Is Seen) _____ % _____ %
Vocal(How You Say It) _____ % _____ %
Verbal(What You Say) _____ % _____ %
Rapport is built through verbal and nonverbal
communication
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
What’s Being Communicated?Slide 16
11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Rapport Building Body Language● Does every business require its employees to
wear a uniform?● Which type of handshake is better? The firm
or the dead fish?● Are the same body movements interpreted
the same across cultures?● Who has bigger pupils? A baby or a wicked
witch?● Why don’t more strangers talk on the
elevator?● What seating arrangements make selling
easier?
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Children & Touch
Source: Burgoon & Saine, The Unspoken Dialogue
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Personal SpaceSlide 19
11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Seating ArrangementsConfrontation Seating
Cooperative Seating
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
2. Mini-contract● Verbal agreement on how you’re going to
proceed● Gets prospect to agree “up-front” on when
and how they are going to make a decision● If used properly, eliminates the need for “hard
selling” and “closing techniques”
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
3. Finding Pain by Asking Questions
● A good listener…● Looks directly at the speaker● Asks clarifying questions● Shows concern● Repeats some things the speaker says● Focuses on key points● Does not get distracted● Doesn’t interrupt, change the subject or carry on● Knows when to “solve a problem” vs. “let someone
vent”
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Asking Questions, cont.● An effective “persuader” uses questions to
convince others of a specific “belief”● Deck of cards● Human motivators: Pleasure and pain
● Pleasure: Feels good… attracted toward● Pain: Deep-seeded problem… move away from
● Sales questioning strategy (UPS)● Uncover information (open-ended)● Probe (looking for specifics/details)● Stay in control (using questions to keep control
of the conversation)
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Doctor ExampleSlide 24
11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Pleasure or Pain
Pleasureor Pain
(Real Reason for Buying)
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Features
Benefits
Turning Features into Pain● Features = dials, gadgets, components, etc. of
the product or service (flat screen)● Benefits = how dials, gadgets, etc. benefit a
prospect (takes up less space, easier to see, etc.)
● Pain = real reason why someone buys a product (having the latest, greatest equipment that makes you fit in or feel more important than your friends)
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Iceberg Strategy (For Finding Pain)
Problem Prospect Describes
Real Problem or Pain
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Common Pains (Felt from Declining…)
● Revenues● Market share● Profit● Stock price● Shareholder value● Credit rating● Customer satisfaction● Raw materials● Maintenance quality● Product quality● Employee quality● Employee morale● Employee productivity● Employee accountability● Teamwork and
coordination
● Quality of facility management
● Employee involvement and commitment
● Raw materials costs● Facility management
costs● Maintenance costs● Labor costs● Employee grievances● Staff turnover● Interpersonal conflict● Inter-team conflict● Employee accident/injury
rate● Resistance to change● Product rework, rejects
and returns
● Deadlines missed● Inventory management
costs● Inventory shrinkage● Competitor capability● Customer defections● Legal complications
Source: Sam Deep & Lyle Sussman Close the Deal
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Uncovering Information● What do you think about …?● How do you feel about?● What would you suggest?● What do you think is a better way to…?● Why is it being done that way?● Could you give me an example of …?● What do you like best/least about …?● How long has this been a problem?● What could we change about this situation to
help make you more productive?● What ideas do you have to solve this
problem?
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Probing● Directive probes
● Elaboration: “Tell me more about that. What does that mean?”
● Clarification: “I don’t understand. Why is that a problem? I don’t know, what do you think?”
● Repetition: Simply repeat the same question.● Confrontation: “I’m hearing two different ideas
here. First, … Second, … What am I missing?”● Non-directive probes
● Silence● Neutral phrases● Internal summaries● Reflective statements
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Staying in Control● That’s a perfectly natural thought.● I can understand your viewpoint.● Yes, I see your position. A lot of people feel that
way.● You no doubt have good reasons for feeling that
way.● I can see at first glance why it might seem that way.● Which means? And…? Like…?● You must be telling (or asking) me this for a reason.● What were you hoping I would say (or do)?● If I were to say _____, what would you say?
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Dummy Curve
Source: David Sandler, Sandler Selling System
Beginners and “professionals” are often more effective, because the keep asking questions, don’t make
assumptions and get prospects emotionally involved in the sale.
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
4. Budgets● Determine how much money client has to fix problem/solve
pain● Avoids “way overpriced proposals”● Plants seeds and manages expectations before sales proposal● Keeps you from wasting time giving “free” advice that prospect
can’t afford to buy● Approaches
● Direct question: “How much do you have budgeted for this?”● Prospect question: “How much is this going to cost?” Your
comeback: “Between $50,000 and $5 million. If I can get some more information, I’ll have a proposal for you in __ days. Does that sound fair?”
● Ballpark: “These projects often come in between $___ and $___. If I come back to you with a recommendation in this range, does this sound like something you would be able to do?”
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
5. Decision● Who makes the final decision?● When decision-maker isn’t present
● May not be addressing the true issue/concern● Lose control of the sales process● More difficult to manage personalities● No one sells your product or service better than you, why
hand it off to an untrained sales person?● Approaches
● “Who else has to feel good about this before we can move forward? Can I talk with them?”
● “What does your decision-making process look like?”● Many clients have to make “internal sales” for you—so
make it easy on them by preparing information they need to help position you (e.g., expected ROI)
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
6. Presentation (Sales Proposal)
● Written, persuasive document● Used to persuade buyer to buy product, service or idea● Multiple formats and purposes (Word, PowerPoint,
quote sheets, etc.)● Typical Components
● Overview (statement of the problem)● Recommendation (how you will solve the problem)● Workflow (steps you will follow to solve the problem)● Timing, budget and terms● Backup: Case histories, customer letters, etc.
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Commitment● Reversing Technique● To get more positive reaction, go
negative…● Sounds like no matter what I said, you wouldn’t
like it.● I think I’m wasting your time.● I think you hate this idea.
● Use the technique sparingly and be gentle. P.S.—It won’t work on your spouse!
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Common Objections● Cost too much● Let’s wait awhile● Tried it before and it didn’t work● Too busy● I don’t think it will work● Too risky● Never done it before● Don’t have enough money, time, energy● Not our style● Not sure I can trust you to do what you say
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Handling Objections & Closing● Assumptive close● Ben Franklin (Positives vs. Negatives)● 1-10● False urgency● Menu approach+ -
Zig Ziglar’s book provides 100+ closing techniques
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.
Corder’s Conclusions● Communication platforms should help you
“build a brand image” and/or “generate leads”
● Selling should help you convert leads into customers by using a consistent process so that opportunities and resources are rarely wasted
● The number of prospects who become customers directly depends upon the strengths of your communications platform, marketing mix and sales technique
● By improving your sales technique, you greatly improve your chances for career advancement
Believe in the power of feedback!
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11. SellingInternational Marketing 70-480Lloyd Corder, Ph.D.