Dr.Elsayed Nasser الدكتور / السيد ناصر Golden Rules of Selling Skills

Learning Objectives What the difference between Marketing & selling ? Facts about selling process 7 roles of salesman Advantages & drawback of this job Types of salesman Titles of salesman Criteria of Medical rep. Communication skills Golden Rules of Selling Skills

Learning Objectives Define the terms advertising, personal selling, sales promotion, public relations and publicity Explore into the 3 stages of selling Define the term promotional mix. List the five elements of the promotional mix. List the advantages and disadvantages of each of the four promotional mix elements List the principal goals of promotion. What is personal selling? What steps of personal selling works? Golden Rules of Selling Skills

Learning Objectives مراحل التسويق وكيف نشأ؟ حقائق عن مهنة البيع مهارة حفظ أسماء العملاء من الزيارة الأولى كيف ؟ قاعدة باريتو 20/80؟ هرم ماسلو ماهو السوق ؟ تعريف التسويق عملية البيع خطوات عملية البيع المزيج التسويقي الفرق بين الحاجه والرغبة والقوة الشرائية ؟ الفرق بين التسويق والبيع ؟ Golden Rules of Selling Skills

What the difference between Marketing & selling ? Golden selling skills rules Marketing Evolutions What the difference between Marketing & selling ? 4 p’s Golden Rules of Selling Skills

Three Marketing Evolution Product approach 1850- 1900 Selling approach 1900 – 1950 Customer approach 1950-2008 Golden Rules of Selling Skills

Three Marketing Concepts مفاهيـم التسـويق الثـلاثة Product approach 1850- 1900 Selling approach 1900 – 1950 Customer approach 1950-2008 الأسلوب الموجه نحو المنتج الأسلوب الموجه نحو البيع الأسلوب الموجه نحو العميل Golden Rules of Selling Skills

Product Approach الأسلوب الموجه نحو المنتج Focuses on product and production more than marketing Assumes that a good product will sell itself Useful when demand exceeds its supply, and when product is expensive to produce and improved productivity or greater volume can bring this cost down Often it is not an effective marketing approach يركز على المنتج وعملية الإنتاج أكثر من تركيزه على التسويق؛ يفترض أن المنتج عالي الجودة يبيع نفسه؛ يكون مفيداً عندما يزيد الطلب على المنتج عن العرض، وعندما تكون تكلفة إنتاج المنتج مرتفعة ويؤدي تحسن الإنتاجية أو زيادة حجم الإنتاج إلى خفض هذه التكلفة؛ لم يثبت في معظم الحالات نجاح هذا الأسلوب في التسويق. Golden Rules of Selling Skills

Selling Approach الأسلوب الموجه نحو البيع Focuses on selling Assumes that a good sales team will sell whatever they produce Assumes that customers will like what they buy (poor assumption， why?) Useful for products customers do not normally consider buying, or when produce exceeds demand Again it is not an effective marketing approach يركز على البيع؛ يفترض أن فريق المبيعات الناجح سوف يبيع أي منتج تنتجه الشركة؛ يفترض أن العملاء سوف يكونون راضين عن مشترياتهم (فرض ضعيف، لماذا؟)؛ يكون مفيداً في حالة المنتجات التي لا يفكر العملاء عادة في شرائها، أو عندما يزيد الإنتاج عن الطلب؛ لم يثبت أيضاً نجاح هذا الأسلوب في التسويق. Golden Rules of Selling Skills

Customer Approach الأسلوب الموجه نحو العميل Focuses on fulfilling customers’ needs Aligning marketing effort to satisfy customers Profit is considered as a result of customer satisfaction Focuses on building long-term relationships with customers Aims at sustainable growth يركز على تلبية احتياجات العملاء؛ يوجه جهود التسويق نحو إرضاء العملاء؛ يتحقق الربح نتيجة لإرضاء العميل؛ يركز على إقامة علاقات طويلة المدى بالعملاء؛ يهدف إلى تحقيق نمو متواصل في حجم الأعمال. Golden Rules of Selling Skills

4 Elements for New Business Money Man power ( human resource ) Production Marketing Golden Rules of Selling Skills

Market My Company MONEY, HUMAN RESOURCE PRODUCTION Golden Rules of Selling Skills

MARKETING دور التسويق Market السوق My Company شركتنا Golden Rules of Selling Skills

Turning Suspects Into Bona (true) Prospects العميل الإيجابي Identify MAD Customers Money to Buy ( Purchasing Power ) ( p.p. ) Authority to Buy ( Decision making ) Desire to Buy ( Need ) Qualified Customer Golden Rules of Selling Skills

ما هو الســوق؟ رغبة فعليــــــة قدرة شرائية سلطة اتخاذ القرار الشرائى “ السوق هو مجموعة من المشترين الحاليين والمرتقبين الذين لديهم حاجات أو رغبات غير مشبعة ولديهم القدرة والرغبة فى الشراء والذين يمكن خدمتهم واشباعهم من جانب المنشأة “ رغبة فعليــــــة قدرة شرائية سلطة اتخاذ القرار الشرائى Golden Rules of Selling Skills

Need الحاجه , Want الرغبة , Demand طلباته ? Explain the difference between a customer’s needs, wants, and demands ?? Need الحاجه , Want الرغبة , Demand طلباته ? Golden Rules of Selling Skills

Golden Rules of Selling Skills

Theory of Abraham Maslow The basic human needs, according to Maslow, are: physiological needs (Lowest need) as hunger,thirt, sleep.etc safety needs; as security,protection from danger. love needs; as belonging, love,frindship. esteem needs; as self respect,status recognation self-actualization needs (Highest)is achieved by few as Nageeb Mahfowz self actualised as the first arabic person to win the Nobel Prize for stories in 1988. unsatisfied needs equal motivator when one need is satisfied he aspires for the next higher one. Golden Rules of Selling Skills

Wants الرغبـات “Wants” are those things that people in a specific region believe will satisfy a need الجـوع Hunger Golden Rules of Selling Skills

Golden Rules of Selling Skills

What are Consumer’s Needs, Wants and Demands? Needs: state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i.e. I am hungry. Wants: form that a human need takes as shaped by culture and individual personality. i.e. I want a hamburger, French fries, and a soft drink. Demands: human wants backed by buying power. i.e. I have money to buy this meal. Golden Rules of Selling Skills

الطلبات هي ”رغبات“ مدعومة بقوة شرائية Need & want refers to people Demand refers to goods& services الطلبات هي ”رغبات“ مدعومة بقوة شرائية Golden Rules of Selling Skills

20% don’t have need 20% don’t have Authority 30% don’t have p.p. U have to discover need & focus on Want Golden Rules of Selling Skills

إحصائية تهمك تشير الدراسات الى أنه من بين كل (10) أفراد من العملاء المتوقعين يوجد : (2) لا يمتلكون الرغبة فى الشراء . (3) لا يمتلكون القدرة على الشراء . (2) لا يمتلكون السلطة الكافية للشراء . ويعني ذلك أن نحو 65-70% من المكالمات أو الاتصالات البيعية تتم مع شخصيات غير مستهدفة . Golden Rules of Selling Skills

Golden Rules of Selling Skills

Competitive Advantage ( why to change) Someone can copy your business strategy Someone can copy your product Someone can copy your manufacturing capabilities Someone can copy your market access No one can copy your knowledge and relations with your customers Golden Rules of Selling Skills

The Four Ps of the Marketing Mix This slide relates to the material on p. 47. Instructor’s Note: This slide corresponds to Exhibit 2-7 on p. 47 and Transparency 14. Product Place Price Promotion C Summary Overview It is useful to categorize all the variables in the marketing mix into four basic ones of Product, Place, Promotion, and Price. These “Four Ps” are combined in differing ways to match the offer made by a company to the needs and wants of different target markets. Instructor’s Note: Remind students that the customer is not part of the marketing mix. Then lead them in discussion to identify why: Because the four Ps are controllables for the marketer -- customer behavior is not. Golden Rules of Selling Skills

Definition of Marketing Marketing is the total system of business activities designed to plan, price, promote, and distribute want-satisfying goods , services, and ideas ( products ) to target markets in order to achieve organizational objectives Golden Rules of Selling Skills

American Marketing Association Definition What is Marketing? American Marketing Association 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 goals. Golden Rules of Selling Skills

Definitions of Marketing ‘Marketing is the management process that identifies, and satisfies customer requirements profitably’ The chartered institute of marketing Golden Rules of Selling Skills

The Marketing Concept: Satisfy customer needs and wants AND Make a profit Golden Rules of Selling Skills

‘The Right Product, in the Right Place, at the Right Time, and at the Right Price’ Golden Rules of Selling Skills

‘Marketing Is the Human Activity Directed at Satisfying Human Needs and Wants Through an Exchange Process’ Kotler 1980 Golden Rules of Selling Skills

ما هو التسويق ؟ النشاط الذى يحكم التدفق الاقتصادى للسلع والخدمات للمستهلكين النشاط الخاص بتسعير وترويج السلع والخدمات والافكار التى تسعى الى اشباع رغبات الافراد والمنشآت الجهود التى يبذلها الافراد والجماعات فى اطار ادارى واجتماعى معين للحصول على حاجاتهم ورغباتهم من خلال ايجاد وتبادل المنتجات والقيم مع الآخرين هو عملية خلق وانتاج مستحضر وتسعيرة وترويجه وتوزيعه لإشباع حاجة المستهلك وتحقيق ربحية للشركة في بيئة متغيرة Golden Rules of Selling Skills

Golden Rules of Selling Skills

The 4Ps of Marketing Mix Product Price Place Promotion Golden Rules of Selling Skills

Strategy Decision Areas Organized by the Four Ps This slide relates to the material on pp. 48-50. Instructor’s Note: This slide corresponds to Exhibit 2-8 on p. 48 and Transparency 15. See also Transparency 13 and Overhead 17. Product Physical Goods Service Features Quality Level Accessories Warranty Product Lines Packaging Branding Place Objectives Channel Type Market Exposure Kinds and Locations of Stores How to Handle Transporting and Storing Promotion Salespeople Kind Number Selection Training Motivation Advertising Targets Kinds of Ads Media Type Sales Promotion Publicity Price Flexibility Discounts Allowances Decision Areas of the Four Ps Product. The product is often a tangible good that customers buy, but it can also be an intangible service, such as tax and legal preparations. Product-area decisions involve the characteristics of various kinds of products. While exceptions arise, generalizations about product classes can be learned that help marketers develop different product mixes quickly. Place. Place refers to where a product is made available to target market customers. In addition, place decisions also involve making products available when customers want them. A channel of distribution refers to the series of firms or persons between the producer of the product and the final user or consumer. Promotion. Promotion involves telling the target market about the product. Key tools of promotion include: Personal Selling. This involves direct communication between sellers and potential customers, either face-to-face or over the phone. Mass Selling. Mass selling communicates with large numbers of customers at the same time. Advertising, its main form, is any paid form of nonpersonal presentation of ideas, goods, and services by an identifying sponsor. Sales Promotion. This refers to the other types of promotion that marketers use to stimulate interest, trial, or purchase by final consumers or others in the channel. Price. In setting a price, marketing managers must consider the kind of competition in the target market as well as possible customer reactions to different price levels. Golden Rules of Selling Skills

Marketing Mix Golden Rules of Selling Skills

SERVICES MARKETING MIX ( 7 p’s): Product Price Promotion Place People in Services Physical Evidence in Services Process in Services Golden Rules of Selling Skills

communication of information Promotion communication of information influence the buyer Golden Rules of Selling Skills

Three Principal Goals of Promotion To inform. To persuade. To remind. Golden Rules of Selling Skills

Promotional objectives To support sales increases To encourage trial To create awareness To inform about a feature or benefit To remind To reassure To create an image To modify attitudes Golden Rules of Selling Skills

Four Promotional Mix Elements Communications and the Promotional Mix Advertising Personal selling (sales) Public relations and publicity Sales promotion Golden Rules of Selling Skills

Factors that Affect the Promotional Mix Target markets Marketing objectives Competition and promotional practices Promotional budget available Golden Rules of Selling Skills

communicating with large numbers of potential customers Mass Selling communicating with large numbers of potential customers “non”-personal selling used when the target market is large and dispersed Advertising is a form of Mass Selling Advertising: Any paid form of non-personal ( communication ) presentation of ideas, goods, or services by an identified sponsor. ( the main form of mass selling ) eg. TV commercial Golden Rules of Selling Skills

Definitions of Individual Promotional Mix Elements Personal selling: Oral conversations, either by telephone or face-to-face, between sales persons and prospective customers. Golden Rules of Selling Skills

Definitions of Individual Promotional Mix Elements Sales promotion: Approaches other than advertising, personal selling, and public relations and publicity where customers are given a short-term inducement to make an immediate purchase. Golden Rules of Selling Skills

Definitions of Individual Promotional Mix Elements Public relations &Publicity: All the activities that a hospitality and travel organization engages in to maintain or improve its relationship with other organizations and individuals. One public relations technique that involves non-paid communication of information about an organization’s services. Golden Rules of Selling Skills

PROMOTION MIX ADVERTISING PUBLIC RELATION SALES PROMOTION PERSONAL SELLING Golden Rules of Selling Skills

What is Selling? Helping customers make satisfying buying decisions by communicating how products and their features match customers’ needs and wants. Golden Rules of Selling Skills

Exchange process between sales man & customer Golden Rules of Selling Skills

هو عملية مساعــدة العميل على اتخاذ قرار شراء سلعة / خدمــــة ما … What is Selling? Art to persuade a person or a group of people to exchange money for something to may intend to buy 1-goal directed 2- Persuasive 3-communication هو عملية مساعــدة العميل على اتخاذ قرار شراء سلعة / خدمــــة ما … هوة علاقة تبادلية بين البائع والمشتري من أجل الحصول على المنتج او الخدمة مقابل الثمن Selling is just one of many marketing components Golden Rules of Selling Skills

SEVEN STEPS IN THE SALES PROCESS BUILD A LONG TERM SEVEN STEPS IN THE SALES PROCESS CLOSE THE SALE OVERCOME OBJECTIONS SATISFY THE NEED MAKE INITIAL CONTACT PLAN THE INTERVIEW Locate Customer Golden Rules of Selling Skills

The difference in Marketing, and Selling Marketing Is.. A way of doing business Complete process In everyone’s job description Golden Rules of Selling Skills

البيع جزء من التسويق هوة مرحلة من مراحل التسويق التسويق والبيع البيع جزء من التسويق هوة مرحلة من مراحل التسويق التسويق يشمل كل مراحل الإنتاج البيع يشمل مرحلة ما بعد الإنتاج وهو تصريف ما تم إنتاجه فقط. كلمة تسويق أشمل وأعم وأوسع من كلمة البيع ويعتبر البيع وظيفة من وظائف التسويق التسويق الأب والبيع هوة الإبن التسويق يتجه نحو اكتشاف رغبات واحتياجات المستهلكين وترجمتها الى سلع وخدمات تتاح لأكبر عدد من المستهلكين البيع يركز على مبادلة السلع والخدمات بالنقود وتصريف المنتجات البيع وهوة جانب تنفيذي اتنشط بالدعايه بالإعلان من الأول كلمات تعكس معنى كل التسويق ( Marketing ) Creation : البيع ( Selling ) Influence – التسويق :أبحاث ، دراسات ، تخطيط ، تنفيذ ، إشراف ، مراجعة وتقييم ، تصويب البيع :التخطيط ، التنفيذ ، الإشراف ، جمع بيانات مدير التسويق هوة اللي بيرأس مدير البيع خطة التسويق بتكون خطة طويلة الأجل وأكثر شموليه من خطة البيع وبتبقه شاملة كل أنشطة التسويق إنما البيع أكثر تفصيلا وبيتركز على الأنشطة البيعيه التسويق هوة المخ هوة الفكر البيع تنفيذ هوة العضلات بتنفذ برنامج التسويق البيع من غير التسويق محدود الفاعليه والتسويق من غير البيع لا جدوى له ليس له معنى Golden Rules of Selling Skills

التسويق والمبيعات الدكتور السيد ناصر أكاديمية المهارات المتقدمة للتنمية البشرية دورات الدكتور / السيد ناصر التسويق والمبيعات الدكتور السيد ناصر حاصل على ماجيستير إدارة الأعمال م جامعة ميزوري الأمريكية أكتوبر 2010 حاصل على دبلومة الموارد البشرية يناير 2010جامعة القاهرة حاصل على دبلومة إدارة الأعمال من كلية كامبريدج مارس 2008 حاصل على دبلومة تدريب مدربين من كلية كامبريدج مايو 2007 18 خبرة في مجال التسويق والدعاية بالإمارات العربية ودولة قطر ومصر elsayednasser@hotmail.com Golden Rules of Selling Skills