1. Promoting & Selling Your business

2. Objectives of the workshop
Establish if your business has a Marketing culture
Highlight the central role of customers to your business.
Examine ways to promote your business
Examine ways of improving your selling skills

3. Introduction to Marketing
Section 1.
Ask the group - What is Marketing?

4. What does the term Marketing mean to you?

5. What is Marketing? Marketing is …
a business philosophy which puts the customer at the centre
of all your company’s activities

6. Mahatma Gandhi once said…
“A customer is the most important visitor to our
premises.
He is not dependent on us; we are dependent
on him.
He is not an interruption to our work; he is the
purpose for it.
He is not an outsider to our business; he is part of it.
We are not doing him a favour by serving him,he is doing us a favour by giving us an opportunity to do so”.

7. Marketing Information
The Marketing Mix
Marketing Information
Product
Marketing
Control
Target
Customers
Marketing
Planning
Place
Price
Promotion
(Inc Sales)
Marketing
Activity
5th `P`
For People
The External
Environment

8. Giving Christmas calendars to customers
Remember?
Marketing is more than ….
Advertising
Selling
Designing websites
Sending out brochures
Giving Christmas calendars to customers

9. A simple definition: Marketing is satisfying your customer’s needs
more effectively than your competitors
while still making a profit

10. So who are your customer?

11. Who are your customers?
Your Customers are those groups you serve that have needs which you can satisfy

12. Take a few minutes to list all the customer groups serviced by
Exercise 1.
Who are your customers?
Take a few minutes to list all the customer groups serviced by
your business?

13. Craft Sector Example General Public Tourists
Direct Sales to other independent shops
Retail craft / giftware chains groups
Customers at exhibitions & craft fairs
Web customers
Interior designers
Specialist Commissions e.g. Wedding invitations
Agents / wholesalers

14. Do you monitor customer performance
Do you know who your largest and smallest customers are?
Do you know who your most and/or least profitable customers are?
Do you know what products they buy and why?
Do you know why they don’t buy all the products and services you provide?
Are you too dependent on one key customer?

15. The life-time value of a customer?
Calculate average daily sale / customer
£3.50
By the number of sales each year
£21.00/ week X 48 Weeks = £1,008/Yr
By number of years you keep the customer
Say 20 years x £1,008
Gross life time sales value per customer
£20,160

16. How to create business growth?
Sell more -
Existing Products to Existing Customers
Sell new -
Products to our Existing Customers
Find new-
Customers for our Existing Products
Customers for New Products

17. Promotional Activity
Section 2.

18. Your Brand Develop the core values you wish to portray
Decide on a budget
Ask graphic designers / printers to show you completed works
Make decision on price, quality of work and personality
Once you have a Corporate Identity / Logo make sure you keep it consistent

19. Any form of communication used by business to send messages
What is Promotion?
Any form of communication used by business to send messages
to existing or
potential customers

20. Why promote your business?
To create Awareness for your product / service
Gain the Interest from the target audience
Sell benefits that satisfy their needs so that they Decide to buy your products / service
Encourage Action, invite participation or encourage them to make a decision

21. Planning and Preparation
Promotion
Successful promotion
depends on
Planning and Preparation

22. Stages in developing a Promotional Plan
Audience Who are you promoting to?
Objective What is it you want to achieve?
Tools & Which promotional tools should you use
Budget and how much will they cost?
Monitor & Are your achieving what you wanted to
Evaluate achieve?

23. Who are your Audiences? Have you segmented your markets?
What customers are you targeting?
Where are they located?
Do they know you exist?
If so, what do they think of you?
If they don’t, how can you create awareness with them?

24. Setting Clear Objectives
These could be, to:
Move your audience along the buying process:
Change perceptions of your business/company
Build customer loyalty
Stimulate demand
Increase your distribution and sales
Launch a new product / service

25. Promotional Tools Four main types
Advertising: any paid for form of non-personal promotion of goods and services by an identified sponsor
Sales Promotion: short term incentives to encourage purchase of product / service
Public Relations: activities designed to improve, maintain or protect a company or product image
Personal Selling: oral presentations with one or more prospective purchasers for the purpose of making a sale

26. List 10 different promotional tools
Exercise 2
List 10 different promotional tools
which might be of use
to your business?

27. Promotional Tools Sales Promotion Public Relations Personal Selling
Advertising
Newspaper Magazines TV Radio Billboards Displays Packaging Logos Leaflets POS
Discounts Offers Exhibitions Vouchers Competitions Trade-ins Low Interest Rebates Direct Mail Loyalty cards
Sales calls
Tele-sales
Sampling
Exhibitions
Incentives
Press release Seminars Sponsorships Community R Charitable £ Speeches Interviews Workshops

28. Promotional Tools
Word of mouth
recommendations
Target
Market

29. Extremely effective and common source of promotion for businesses
Word Of Mouth
Extremely effective and common source of promotion for businesses
Advantages
Costs nothing
Requires little effort – just satisfy customers
Disadvantages
You can’t control what they say
Slow to build
Can be very damaging if the customer has had a bad experience

30. The Communications mix
Promotional Tools
The Communications mix
Word of mouth
recommendations
Advertising
Target
Market

31. Advertising
Recognised method to raise profile and awareness to a wider audience.
Can be expensive and ineffective
Key to success lies in:
1. Having a clear message
2. Planning and designing the advert
3. Choosing the right place to advertise

32. 1. Have a clear message Inform customers of product and service
Create awareness for a new business
Build the image of a product or business
Tell customers about a special event /offer
Counteract competitor efforts
Reinforce and assure customers they made the right choice

33. 2. Designing the Advert Strong Headline Sell benefits Keep copy short
Contact details
Branding / logo
Note – select the best media for the target audience and get timing right

34. 3. Choose the right media Newspapers Magazines Yellow Pages
Local Radio TV
Buses
Billboards (48 Sheet)
Adshels

35. Promotional Tools Target Market Word of mouth recommendations
Advertising
Target
Market
Exhibitions

36. Exhibitions Choosing an exhibition
Why are you considering this exhibition?
What do you want to achieve?
Who else exhibits?
Who visits?
How much does it cost?

37. Planning for an exhibition
Stand location
Stand design
Products and brochures
Personnel
Pre-selling

38. Key issues to address to be effective:
Exhibitions
Key issues to address to be effective:
At the exhibition
Manning the stand
Recording enquiries
Qualifying leads
After the exhibition
Follow-up on leads quickly!

39. Promotional Tools Target Market Word of mouth recommendations
Advertising
Target
Market
Exhibitions
Direct mail &
telesales

40. Direct Mail Advantages: Clearly targeted at specific prospects.
Economical way to target large numbers of prospects but in a personalised way.
Hidden from your competitors

41. Telesales
Advantages
Instant opportunity to answer questions about your products /service
Get the opportunity to speak with right person
Cost effective compared to direct sales
Measurable results
Makes personal visits easier

42. Direct Mail / Telesales
Disadvantages
Poorly researched prospect lists and databases provide a poor return.
Irrelevant or bland message produces a negative image.
Lack of planning for follow-up and fulfillment restricts success
Many companies now use telesales approaches, the receiver may put up barrier

43. Promotional Tools Target Market Word of mouth recommendations
Advertising
Target
Market
exhibitions
direct mail &
telesales
public relations,
corporate events,
sponsorship

44. PR/Publicity
One of the most under-utilised and cost effective forms of promotion:
Public Relations
Press Releases
Sponsorships / Corporate events
Always be aware of potential news stories
Make sure the media is relevant to target audience and the story supports your company image.

45. A good business story Investment in a refit or expansion
New product / service launch
Technological developments - R&D
Company initiatives – NVQ / ISO
Exclusive listings
Expansion / Recruitment of new staff

46. Writing a Press Release
“What, Who, When, Where and Why”
What is happening?
Who is responsible / attending?
When and where is it happening?
Why is it happening?
Show Examples

47. Press Release cont’d In writing a press release:
Be Concise – factual, no waffle
Use quotes – from a relevant person adds interest
Provide editorial notes i.e. background
Provide contact names of 2 people
Professional presentation
Photographs if possible

48. Write a short Press Release aimed at the local press
Exercise 3
You are organising a charity event, you wish to attract as much coverage as possible
Write a short Press Release aimed at the local press

49. Sponsorships How much has been requested? What return will you get ?
Who will be promoting the event?
Are the any possible sources of conflict?
Make sure these wont impact n you
Would supporting them in another way be better for you

50. Promotional Tools Target Market Word of mouth recommendations
Advertising
Target
Market
Exhibitions
Printed brochures;
Direct mail &
telesales
Public relations,
corporate events,
sponsorship

51. Promotional Literature
Consider how and when you will use the material.
Promote features and benefits
Keep literature up-to-date.
Ensure consistent branding.

52. Promotional Tools Target Market Word of mouth recommendations
Advertising
Target
Market
Web -
Exhibitions
Printed brochures;
Direct mail &
telesales
Public relations,
corporate events,
sponsorship

53. Web Site Consider what you want from a web site
Get connected – facilities
Publish information on your organisation/ company, its products and services
Interaction – sharing information, EDI
Transaction - ability to sell online
Integration- both parties can access information

54. Web-Site Just having a web site is not active promotion:
Integrate your web site into your overall promotional plans.

55. Effective Web Marketing
Careful selection of metatags
Search engine registration
Reciprocal links
Banner Adverts
newsletters
Non web based promotion

56. Promotional Tools Target Market Point of sale Word of mouth
recommendations
Sales Promotion
Advertising
Target
Market
Web-site
Exhibitions
Printed brochures;
videos; CD roms;
multi-media material
Direct mail &
telesales
Public relations,
corporate events,
sponsorship

57. Sales Promotion Seasonal Sales periods Weekly / Monthly special offers
Price Promotions
Loyalty schemes
Gift vouchers / money off coupons
In-store demonstrations
Competitions
POS
Window displays
Examples

58. Selling and the Sales Process
Section 3.
Selling and the
Sales Process

59. Sales Planning Grade your existing customers
Decide what you want to sell them
Develop prospect Lists for new business
Plan for Who, When, and Where you are going to make a sales approach
Set goals so that you have a target to work towards

60. Sales Preparation Know you Product Know your Customer
Know the Competition
Have the right People
Develop Sales Support Materials
Prepare for the Sales Approach and set objectives

61. Objectives..why are you there?
Typical Objectives:
generate sales revenue
opportunity to quote
product trial
Arrange a factory/facility visit
awareness building

62. The Sales Process

63. Sales Process Opening Probing Supporting Overcoming objections
Negotiating
Closing a sale

64. Opening...Agenda Setting
First opportunity to take control
Demonstrates that:
you are organised;
you have prepared;
you have objectives.
Communicates confidence - the buyer is more likely to respect you and listen.

65. Probing
Probing allows you to establish a clear, complete, mutual understanding of the customers needs.

66. Probing.... Closed probes limit customers response egs:
“How many representatives do you have?”
“Have you ever?”
“How do you feel about...?”
Open Probes help you identify / understand customers needs, and increase the chances of the customer offering an opportunity :
“what, when, how, who, in what way, ....”
Positioning probes and check questions :
“Many of our customers have found that...what has been your experience?”
Softening probes for sensitive areas:
“Would you mind me asking what.....?”
Express it positively
.....tell me about the problems...but which areas would you like to improve.

67. List 10 questions which may
Exercise 4
List 10 questions which may
be of use to you with a
prospective buyer.

68. Listening.... Listen actively Acknowledge
Allow time and opportunity to speak
Don’t prompt
Don’t interrupt
Understand context and content

69. Active Listening.... Listening to understand Listening to win
Listening to talk

70. Use features and benefits to provide information to the customer
Supporting....
Use features and benefits to provide information to the customer

71. Supporting.... The Supporting Process: acknowledge the need
describe the relevant features and benefits
check for acceptance.

72. Benefits....
A product benefit can be defined as what the product or service will actually do for the customer
In a selling situation it is useful to translate all features into the relevant benefits
Never assume that the customer will make the translation from feature to benefit
To communicate the benefit simply state the feature and follow it with the benefit
Feature.....’and that means to you’ ....Benefit

73. Provide Proof & Build Confidence
Core product benefits & list of competitive advantages
Brochures and technical details
Accreditations
Press cuttings
Samples

74. Deal with Objections Be prepared for every objections
List all objections in advance
Discuss with your colleagues how they address each objection
Combine the outcomes to develop a strong response to the objections
Write them down and practice

75. The 3 common objections I’m happy with my current supplier!
- suggests Loyalty
I can’t see me needing that!
- suggests lack of awareness to the Demand
It’s too expensive!
- Price objections can be a hidden request for more information

76. Supplier Loyalty Don’t undermine their current supplier Move slowly
Ask lots of questions
Identify a niche to show additional sales opportunities
Differentiate your offering
Give supportive reasons for changing
Suggest a trial order

77. Absence of Perceived Demand
Prepare your argument around wants and needs
Prove demand
Quote current customer base
Obtain an opening through active questions

78. Price Objection
Comparison with other products, differentiate where possible
Question the customer on their requirements to show how your additional benefits can satisfy their needs
Look at the total product inc order size, terms volume discounts, after sales service, warranties etc

79. Negotiation
Identify all of the potential negotiation points that may arise
Set the negotiation limits that apply to each negotiation variable
Always pitch your opening stance high:
the buyer might agree!
it provides a basis for concession from you.

80. Take five minutes and consider the answer(s) to this question.
Exercise
What aspects of the product or service that you sell is negotiable?
Take five minutes and consider the answer(s) to this question.

81. Typical Negotiation Points
Price;
Specification;
Credit Terms;
Delivery Times;
Minimum Orders.

82. Negotiation:Concessions
A concession from the seller will give the buyer a feeling of power and control
Always maximise the sellers concession
In order to deliver 4, which is actually below the minimum order quantity of 10, we’ll have to incur double the distribution price per item

83. Negotiation:Concessions
Always minimise the buyers concession:
“There is no need to offer us a three week lead time on delivery as we carry all lines in stock and call in your area weekly.”
When a concession is agreed: - clarify and use it as the basis for an attempt at closing:
“So, if we agree to offer 5% ongoing nett invoice discount you’ll pay within 30 days of delivery of the goods. It that your understanding?”
“Okay, lets talk about an order”

84. Typical Buyer Negotiation Techniques
“Give us £5 off per case on the first container load and then we’ll look at a higher price on the second load.”
The Sellers Option:
ask for a commitment for a second order and price;
assess the balance of power;
sell the advantage of a mid-price and establish this as the on-going price;
defuse and wait for a reaction.

85. Negotiation Resist the option to concede without negotiation:
it suggests weakness
it suggests that you have more room for concessions.

86. Negotiation:Summary Identify negotiation points;
Calculate your concession range;
Pitch high and prepare to negotiate;
Maximise sellers concessions;
Minimise buyers concessions;
Never “roll-over”.

87. How To Close... Review previously accepted benefits:
“let me go over some of the ways we can help you achieve your goals.”
“lets go over what we’ve talked about so far..”
Propose next steps for you and the customer:
“if you’ll draw up a purchase order, I can process the order today”
“I’d like to arrange for our technical manager to visit your warehouse, to do that I’ll need you to fax me the contact names and addresses”

88. How To Close... Check For Acceptance: “how does that sound?”
“what do you think?”
“how does that sound?”
“Is that acceptable?”

89. Sales Summary To be successful remember
Time is short - so use it effectively
Preparation before hand
Plan for and set set realistic goals
Know your product / service
Know the competition
Prepare for objections
Watch and listen for buying signals to close
Leave the door open

90. To Conclude Know your target audience.
Have a well defined promotional objective.
Carefully select the most effective mix of promotional tools.
Consider your budget.
Check results, if not working take corrective action.
Use results to assist with future promotional decisions.