Chapter 6:

Preparation for Success in Selling

MKTG. 377 February 21, 2013

CHAPTER 6

Preparation for Success in Selling

What youll learn about today

1. 2.

3. 4.

Study what types of information make up the product knowledge necessary for success in selling. See how sales technology tools will impact a salespersons performance and how to use these tools to your advantage. Better understand the concept of product positioning. Identify the three types of motivation and how they impact human behavior. How to better accept personal responsibility for maintaining your own self-motivation. Recognize the importance of goal setting as applied to your personal success.

5.

6.

4 Essential Components For A Successful Sales Career

1. 2. 3. 4.

Knowledge Technology Positioning Motivation

Preparing to Sell
If you dont invest the time to LEARN about your company, your product,your prospect and THEIR NEEDS YOU WILL NOT SUCCEED

Remember those 5 P:

Proper Planning Prevents Poor Performance

Osinski on the Best Ways to Get Organized Before a Sales Call

ASK YOURSELF THESE 6 QUESTIONS ABOUT YOUR PROSPECT, THEIR BUSINESS AND HOW THEY RELATE TO YOUR OWN COMPANY 1 - WHO? 2 - WHAT? 3 - WHERE? 4 - WHY? 5 - WHEN? 6 - HOW?

Gitomer on the Best Way to Prepare for a Sales Call - The Quicker Version

1 - Visit the prospects website 2 - Visit their competitors websites 3 - GOOGLE the name of the company that you are visiting 4 - GOOGLE the name of the person that you are visiting 5 - Take the information that you have obtained and formulate RELEVANT Questions 5.5 - GOOGLE Yourself

Make the person you are calling on, WANT to meet with you

When in Doubt? Listen to Both of Us

Know the 8 Steps of Product Knowledge

BE THE EXPERT!

Ignorance is NOT bliss in Sales, YOU MUST KNOW ABOUT

1. 2. 3. 4. 5. 6. 7.

8.

The Product Itself Performance Manufacturing Service Available Distribution Channels Company Information Product Knowledge Application Knowledge of the Competition

8 Steps of Product Knowledge

1 -The Product Itself

External characteristics How to use All available options Adaptability

2 - Performance
Life expectancy Tolerance to wear and stress Maintenance and supplies needed

TIMEX Watches Takes a Lickin, but Keeps on Tickin

8 Steps of Product Knowledge

3 - Manufacturing How is it made Quality control

4 - Service available Service policies Service personnel

5 -Distribution Channels Distribution strategy Pricing policies Media support

8 Steps of Product Knowledge

6 - Application of Product Knowledge

Know when to use it Dont assume that it is solely the companys responsibility to educate you Dont talk too much Remember KISS!

7 - Information About your Company

History Philosophy Product evolution Present customers

8 Steps of Product Knowledge

8 - Know your Competitors

By knowing your competitors strengths and weaknesses, you can plan accordingly and you can beat them

Know about their reputation for service Their products Their prices Their delivery schedules Credit terms

5 Key Benefits of Gaining Extensive Product Knowledge

1. 2. Gives you more pride and selfconfidence in your product and your company It allows you to better diagnose a customers problems It enables you to provide better customer service It gives you an air of competence Provides you and your company with a

3. 4. 5.

COMPETITIVE ADVANTAGE!!

Elements of a Competitive Advantage, will allow you to WIN through Product Superiority Service Superiority
Versatility Efficiency Storage Handling Time Safety Appearance Design Mobility Packaging Life Expectancy Adaptability Delivery Inventory Credit Training Installation Maintenance Merchandising

Source Superiority
Time Established Competitive Standing Community Image Location Size Financial Soundness Policies and Practices

People Superiority
Personal Knowledge and Skills Knowledge and Skill of Support Personnel Integrity and Character Standing in Community Flexibility of Call Schedule Interpersonal Skills Mutual Friends Cooperation

TECHNOLOGY
The Days of the Salesman With Nothing But His Sample Bag are Over

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Technology: Sales Force Automation

Sales forces will become automated or else they must to survive. The virtual office is carried on a computer.

It wasnt to long ago, that the Salesperson felt like they were a slave to their desk

& it was your Professors job to REMIND THEM!

The Impact of Technology Tools Makes the Salespersons Job FAR MORE EFFICIENT

Personal Productivity
1. 2.

Laptops and Handhelds Contact Management Software Mapping programs and GPS Customer Relationship Management (CRM) Software & Non-Software (Cloud-based)

3. 4.

MARKET POSITIONING
5 Key Points for Developing a Powerful Market Position
1.

2.

3.

4.

5.

Find out what qualities of your product and service are most important to your customers. Use that information to custom design a niche for yourself Put together a marketing strategy built around those benefits that are important to your customers and that set you apart from your competitors. Remember the way you service your customers or sell to them can be a powerful difference. Recognize that focusing on the few attributes that really set you apart means you cant be all things to all people. Keep an eye on how your competitors are positioning themselves & make sure to maintain a differential competitive advantage.

Peggy Collins

OnStar Positions Itself As Number One For Peace Of Mind

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MOTIVATION and Goal Setting

Motivation is defined as the impetus to begin a task, the incentive to expend the necessary time, and the willingness to sustain the effort until the job is done.

Motivation is a PRIORITY for both the Salesperson / Hunter and the Prospect / Hunted

Regardless of which one you are, when the Sun comes up, youd better be RUNNING!
But, make sure that you watch where you are going

3 Types of Motivation
Motivation arises as a response to either an external or internal stimulus:
Fear Incentive Attitudinal

1. 2. 3.

Motivation. Which One Works Best For You??

1.

Fear motivation is external, temporary and negative.

2.

Incentive motivation is external, temporary and positive.

External Motivation Doesnt Work in the Long-Run...

YOU MUST MOTIVATE YOURSELF There is no Motivation Magic Charm

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Motivation. Which One Best Fits You??

3. Attitudinal motivation is internal, permanent and positive.

Motivation. Which One Best Fits You??

3. Attitudinal motivation is internal, permanent and positive.

Whatever It Takes.

Gitomer on the Best Ways to Start Each Day & Get Motivated
1 - Wake up early 2 - Love what you do 3 - Dedicate yourself to beIng a lifelong student 4 - Convert your anger into resolve 5 - Convert Barriers into Break-through 6 - Take each NO as a NOT YET 7 - Watch little or no TV 8 - Read for at least 20 minutes each morning 9 - Write for at least 20 minutes each morning 10 - Call the people that you love and tell them that you love them

10.5 - TELL YOURSELF THAT YOU ARE THE BEST!!!

In Summary, Sales Success is the Sum of

Knowledge + Technology + Positioning + Motivation

Success and the Total Person

progressive realization of worthwhile, predetermined, personal goals. Success is progressive throughout life. different for different people.

Success is the

How Many Of You Are Keeping Your Wheel Of Life Balanced?

Being Well Balanced is Essential For A Fulfilled Life

Best of luck next Tuesday

Exam 1 - Chapters 1 through 6 And GLENGARRY GLEN ROSS 66 multiple choice questions Bring in a Green SCANTRON 882-E form and a number 2 lead pencil

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