Sales and marketing 2011

Tổng quan Sales and marketing

“This time for Africa”

Growing your sales and

marketing skills…today!

Guest Lectures:

Chaz Seale Dustin Seale

Like it or not…

We are all in sales,

and

if we want to be good in sales,

we better understand marketing.

Who we are…

Chaz

A “marketing expert” who knows less

every year than he did the year before.

Dustin

Never thought of himself a salesperson Now sells to world business leaders.

What we need from you

Tell us what you want to learn

Have fun

Be here now

Walton-Isaacson Website

http://www.waltonisaacson.com/

Key point in the video

 Selling themselves as they would clients

 Separate themselves from others

 They don’t limit themselves

 As marketers, they

“do one thing…

whatever needs to be done”

Be undefeatable

Don’t worry about your mistakes

We all make them

Just learn from them and then find ways to make a difference

An example of taking advantage

of marketing mistakes

Bank (Majestic) recovering from financial problems (bad loans)

 Slipped from 2nd to 8th place in the market

 Marketing campaign to regain consumer

confidence failed completely

 Employees lost belief in the company

 My job (as the “expert”) was at risk

What would you have done?

The steps we took

 New consumer research

 A new brand with the same name

 Gained “shared respect” with new spokesperson

 New symbol using the “state” flag

 New customer retention program

 All centered around the concept…

We Take Pride

The result?

 The greatest success in market history

 Moved to #1

 Topped the next 7 firms combined

 Created all time high employee spirit

 Our “logo” (pin) used by the state

government as their symbol of pride

And all started from an initial failure

Getting on the same page

Quick review of some basics on marketing and sales

Basics - Marketing and Sales

 Marketing

Everything that you do to reach and

persuade prospects

 Sales

Everything that you do to close the sale or

get a signed agreement

 Both are necessary to your success

 Never limit input because of roles

Basics – Always think strategically

 Strategy is a plan of action to achieve a goal

 Your company expects you to be strategic

 Gain an external focus on the 3 C’s

(customers, competitors, change)

 Learn what other companies are doing

 Safe vs Risky

(a changing subject)

Basics - Sales

 Product sales

 Idea/Service sales

 Selling yourself

Basics - Understanding (FAB)

– eliminate all of the guesswork

– define "What's in it for me?“

– inspired by your Advantages

Basics - Branding

 A brand is a promise

Comprised of both tangible and intangible values that form a relationship with the customer

 It is always the consumer’s point of view

 The brand can be you

 Brand equity

The total accumulated value or worth of a brand to the company financially and in selling leverage

Basics – USP

(Unique Selling Proposition)

 A sentence describing your product differentiation

 Everything we do stems from this

 Why someone will “buy” from us instead of our competitors

 Tangible results from doing business with us

 Not a hopeful statement - it’s concrete…real

 What makes us stand out and absolutely appealing

 The reason we can penetrate markets

 Normally obtained from the marketplace

Basics –

The power of imagination

http://www.youtube.com/watch?v=PWgvGjAhvIw&ob=av2e

Creativity – a drive in life

 “Novel solutions to defined objectives”

 A gift we all have

 No one “owns” the creative process

 Don’t get “educated” out of creativity

 Understand your own creative process

Basics – My creative style

1 Gathering Phase

2 Germination Phase

3 Idea generation

 Search for alternative connections

 Don’t accept roadblocks – try a new route

 Have a passion for unique perspectives

Develop and understand your own style

Basic - Creative Game

Fun new definitions for words

The creative assignment

The Game: There are 3 random words below

 Each side of the room is assigned one of the words.

 Create a fictitious definition of the word.

 Try and make the definition as real as possible, but

it should NOT relate to its normal meaning.

The Words:

 ladder

 shampoo

 medal

Corporate marketing examples

 Apple (nearly failed)

 McDonalds (nearly failed)

 Senn Delaney (an invented service concept)

 User Friendly vs Corporate PC

 Risk vs Safety (“The TV Spot”)

Tipping Point: Lost leader and cutting edge

“The TV Spot”

http://www.youtube.com/watch?v=HhsWzJo2sN4

 TEAM: Chiat Day/Ridley Scott

 RISK: Voted down by Board of Directors

 RESULT: Set the personality for entire company

McDonalds

 Low cost and consistent

 Focused on families and children

 Franchised and company owned

 Controlled new products

 Increased competition required changes

Tipping Point: Lost focus - began to slide

– New “Plan to Win” introduced

Results: renewed industry dominance

Senn Delaney

 A service only purchased by the CEO

 Lost our way on this point and lost our impactTipping Point:

 Reinvented the service, people and culture

 CEO-to-CEO sales model

– We do not market

– It’s all relationships

 Inspiration is our marketing tool

Results: Consistent 20%+ growth

Now let’s use the basics

Divide room into groups of five (5)

Talk to the people around you

You group may be called on at random

FAB

 Features - descriptions of what you do or what you offer

 Advantages - describe what the "Feature" does how it functions

 Benefits - define "What's in it for me?“

USP

 A sentence describing your product differentiation

 Why someone will “buy” from us instead of our competitors

 What makes us stand out and absolutely appealing

 The reason we can penetrate markets

“Brand You”

Now let’s take the marketing concepts

and relate them to you.

Remember

“You’re all you’ve got.

So make the most of it.”

“Brand You”

Think about your personal ‘brand’ –

your peer review

Branding and selling yourself

 Likeability (show a genuine interest in others)

 Clarity

– Who are you? (Define yourself and what is special.)

– What do you want to be? (Create that image.)

 Passion/enthusiasm (“brands tap into emotions”)

 Make real contributions (What are you known for?)

 Resume (How can you continually enhance it?)

 Keep questioning

– What are you known for? What could you do better?

 Build a team of supporters (concept of “show”)

What a company wants from you?

Attitude vs intelligence vs skills

Employers want employees who are:

Critical strategic thinkersGood communicators

Team players

What really counts

Authenticity vs Selling Yourself

 Engages them in your purpose

 You can walk away unscathed

 You’re more interesting than your story –

I promise

 They will be desperate to have you –

if it’s the right place

One final thought…

 Each new assignment is a new challenge

 When you expect a lot from yourself

and are thrilled with each new challenge…

Your life will be a true adventure!

The Resource Library

Understanding and using

strategic thinking

 Every company needs a strategic vision

 Marketing people help create this

‘vision’ for the entire company

 Buy-in from CEO on down

 It’s the Company Plan

- direction for the company

 Apply your strategic thinking skills to every situation…even now!

 Be customer focused

 Think about creative solutions that

meet customer needs

Future trends in building

 Strategic thinking is about consumers,

competitors, and external focus

 Marketing people must know this that

markets and economies are broadening

 Getting connected is the key

 Strategic thinkers must be on same level with customers (see Cool Hunting as an example)

 Thinking outside the box

 Developing a synergistic, inside-whole

solution…built from within

 Cannot anticipate all events…or predict

 Develop creative solutions that meet

customer needs

 Do whatever it takes to expand your

knowledge…use all ideas

Basics - Comments that can restrict destroy creativity

 “We’ve never done it like that.”

 “We’re not ready for it.”

 “We tried it before.”

 “It costs too much.”

 “It won’t work here.”

 “It doesn’t sound too practical.”

 “We’re doing alright without it.”

 “It’s against company policy.”

 Greatest skill is to “adapt”

 Know your “real” competition – threats are not coming from where you think they will

 Develop a way to “learn” from doing…by

working with many difference influences

Cool Hunting

 Started in the early 1990s

 Refers to a new breed of marketing

professionals

 Making observations and predictions about changes in new or existing cultural trends

 Derives from the term "cool” or “in the know”

 Marketing research uses the system to better reach their markets

Basics - rules around FAB

begin any marketing campaign

”What's in it for my prospect?”

“This [product or service] helps my prospect (Benefit goes here).”

“What this means to my prospect is (Benefit goes

here)?”

Basics - SWOT Analysis

Internal and External

Basics - Understanding SWOT

 SWOT analysis is always a good place to start

 Both Internal and External analysis

 Gain and maintain “perspective”

It’s only a “slice” in time

Things/competitors/environments are always moving

Methodology for SWOT

 Divide all identified strengths into two

groups, based on whether they’re

associated with potential opportunities in

your industry or with latent threats

 Do the same with the weaknesses

 Place your company’s strengths and

weaknesses paired with industry

opportunities and threats in one of 4 boxes

SWOT Methodology (con’t)

 Identify in areas in which you face serious threats

 Eliminate any company weaknesses that you can

From your competitors or unfavorable trends in conditions

 Capitalize on business opportunities you uncover

 Improving any weaknesses that you identify

There may be opportunities hidden there

 Monitor business strengths; avoid surprises

What a company wants from you?

Employers want employees who are:

This also means:

 Understand team dynamics

 Think like a marketer

 Do the work others don’t want to do

 Continually improve – personally and vocationally

 Think creatively

 Be honest

 Attitude vs intelligence vs skills

The Global Picture

Global Expansion 2009

Changes in Global Priorities

Taking advantage of a

country’s Global Position

You are fortunate to live in

Vietnam

The Changing World of

International Trade

 Two-way trade good for Vietnam

(or any country)

– Citizens gain a better quality of life

– Your country gains foreign exchange

 No day is ever the same

– With one signature a market can open and close – A currency can drop 30+% and the market is gone– Remember…learn to adapt

International trading (con’t)

 Balance your exposure

Sell to as many markets as you can

 Target your big markets first

 Know where the treasure is buried

International trading (con’t)

 Pick the best business entry for each market

- subsidiary or distributor or Internet or OEM

If you do not have one of these,

you are in "no mans land"

International trading (con’t)

 Principles or International Trade work both ways

The world is moving toward country’s doing what they

do best (division of trade)

Don’t think just export

You should also think import

 Ethics vs Opportunity

– Counterfeiting (fakes) is big business in Asia

– Can produce short term profit

– Cheats the investors, always being chased, and can not grow

International trading (con’t)

 Selecting your partner companies to support you

– Marketing

– Finance

– Service

 Establish strong communications

– Don't get bogged down in the small issues

– It is all about doing business

 The risk is never worse than local transactions

– Know your trading partner

– Get advance payment on large order

(Even if you have a Letter of Credit)

The World is more Flat…

and Smaller and a Lot Faster

By Thomas Freidman

10 Flatteners that made our world smaller

#1 Berlin Wall and Windows

Wall down – Windows up

#2 Netscape goes public

Your career never stops

An African proverb translated into

Mandarin and posted on a bulletin

board in China…

When the sun comes up, you better start running.