© 2010 Gary Slavin There is no OR in Marketing AND Sales Association of Small Business Development Centers Annual Conference September 24, 2010 Presented by Gary Slavin

© 2010 Gary Slavin Objectives As a result of this session you will be able to: Define marketing and sales Identify the four business focuses and select the best for success Describe the five marketing principles Explain why successful small businesses utilize both marketing and sales Explain the importance of getting closer to your customers

© 2010 Gary Slavin There is no OR in Marketing AND Sales What is marketing? What is sales? Four business focuses Five marketing principles Four sales success factors Get closer Why no OR? Successfully compete

© 2010 Gary Slavin What is Marketing? Your definition Academic definition Practical definition

© 2010 Gary Slavin What is Sales? Your definition For business

© 2010 Gary Slavin What are the Four Focuses to Running a Business?

© 2010 Gary Slavin The Four Focuses to Running a Business Financially driven Product driven Sales driven Market driven

© 2010 Gary Slavin Which Focus is Best? 1. Financially driven 2. Product driven 3. Sales driven 4. Market driven

© 2010 Gary Slavin The Five Marketing Principles 1. Attraction Get their attention Speak their language Their issues and problems 2. Value Explain how you can assist 3. Uniqueness Differentiation Distinguish your product or service 4. Authority Credibility What have you accomplished 5. Relationship Stay in touch Send valuable information

© 2010 Gary Slavin The Four Factors of Sales Success 1. Organizational Skills 2. The three Ps 3. The problem/ solution methodology 4. Solutions Provider

© 2010 Gary Slavin Sales Success 1. Organizational Skills Sales Cycle Contact Management Documentation Communications

© 2010 Gary Slavin 2. The three Ps Preparation Practice Persistence 3. The problem/solution methodology Identify problems Indicate your solution Link your solution to their needs Sales Success

© 2010 Gary Slavin Sales Success 4. Solutions Provider Salesperson Hard Worker Expert Guru

© 2010 Gary Slavin Problem/Solution Exercise In the space provided or on a separate piece of paper: List one of your products or services Describe the problem this product or service addresses Describe the benefits of this product or service using the problem/solution methodology Be prepared to read this to and sell the class!

© 2010 Gary Slavin Identifying and Selling to Needs What are they? Perception Ask Listen Needs vs. Wants Provide Solutions Solution closes gap Sell Solutions

© 2010 Gary Slavin Identifying and Selling to Needs People buy when and only when they perceive a discrepancy between reality and their desired resultsStephen E. Heiman

© 2010 Gary Slavin How to get Closer to your Customer Integrated marketing Relationship building One-to-one marketing Win-Win

© 2010 Gary Slavin Why there is no OR in Marketing AND Sales Marketing is in all functions Marketing cant stand alone The most critical partnership Working together toward success Three steps to greater success

© 2010 Gary Slavin How to Successfully Compete with the Big Guys Promote your strengths Building relationships Newsletter Press releases Effective web presence Become the expert Give presentations Service and service

© 2010 Gary Slavin There is no OR in Marketing AND Sales Be market driven Marketing principles Sales success factors Marketing AND sales Getting closer and competing successfully

© 2010 Gary Slavin What Can You Do? Time is money, so develop your marketing strategy, make those sales and grow your business!

© 2010 Gary Slavin One Last Exercise In the space provided or on a separate piece of paper: List the techniques you learned today that will assist you on the job or with your clients List those aspects of marketing and sales you still want to learn Write out your plan to further your understanding of marketing and sales

© 2010 Gary Slavin Thank You Any Questions?