IEEE Sales 101

Lee Stogner

Region 3 Membership Development Chairl.stogner@ieee.org

Marketing, Advertising, Promoting, Selling

I was at the pool and…. That’s Prospecting! That’s Marketing! That’s Advertising! That’s Promotion!

That’s Selling!

The Way It Is At Work

Most Management & Engineering Professionals…

Do not relate to salespeople Look down on salespeople Think salespeople lie Do not think of themselves as a

salesperson

The Way It Is At IEEE Sections

I am in Education and I don’t know how to “sell”!

I am in Membership, it is not my job to “sell”!

I cannot lie! “Selling” is the IEEE’s job.

The Way It Really Is

We are ALL in Sales! We sell to our parents We sell to our teachers We sell to our friends We sell to our significant others We sell to our employers We sell to the IRS We sell to our customers!!!!!

Marketing vs. Sales

We have spent a lot of time on Marketing Marketing: The method of introducing the market to goods &

services using mailings, promotions, telemarketing, advertising, etc.

We Must Market continuously

Now it is time to explore Sales Sales: To persuade or influence to a course of action or

acceptance of something. Match products and services to specific customers and needs.

We Must Sell continuously

Why Do We Need To Sell?

Hunters Vs. Gatherers

In today’s world, you must “find” customers

Most low hanging fruit has already been picked

Believe in What You Sell!

What do we sell? Printed Publications Conferences Online Knowledge Career Support Membership – Basic and Society The IEEE Network Industrial Relations

Sell with enthusiasm!!!!

Know Your Product

Features…Publications/Data/Services Functions…Who should have it and why Benefits…Because it can reduce design

time and improve product functionality/quality Availability…What is the availability of

conferences, publications, meetings, etc. Competition

Who, What and at What Price

Know Your Product

IEEE Membership Portal

Know Your Product

Essential information - The free information on the Internet is limited

Networking Opportunities – Meet people outside of work

Career Development – Courses, Workshops, Professional Development

Exclusive Benefits – Email Alias, Financial Advantage and more

The chance to practice with peers outside of work

Know Your Resources

Membership Development Programs

Know Your Resources

Membership Supplies

Sales Leads…Where Do I Get Them?

Newspapers and Business Journals Networking Looking along side the interstate at the

signs/buildings Students BOD members Mfg. directories Other society meetings Word of mouth Always be on the lookout for leads!

Get Their Attention

Have a 30 second introduction

Benefits that your Section and IEEE offer Use words like: good, money, easy, new, proven,

guaranteed, results, safe, save, best & complimentary

A one or two line summary of your products and service offerings

Your name and IEEE Section/Society

Will the Real Decision Maker Please Stand Up?

Must sell to VITO Very Important Top Officers You must fish where there are big fish! Consumers want to look at functions Managers want to look at advantages BUT VITOs are interested in BENEFITS VITO will give us an appointment if you

show benefits Remember…VITOs approve checks!

Words Not To Use With VITO

I, fear, failure, fearful, frightened, disappointed, impatient, insecure, anxious, irritated, reject, stress, stupid, maybe, overwhelmed, overloaded, perhaps

We could…(instead say: Would you like to…)

We think…(instead say what you know and you can prove)

Words To Use With VITO

Energized, superb, unstoppable, excited, fabulous, excellent, captivating, passionate, compelling, perfect, focused, extraordinary, brilliant, confident, empowered, driven, discover, good, our team, winners, results.

Words To Use With VITO

www.sellingtovito.com

Research The Prospect Remember in school how you used to

research topics for your term paper? ALWAYS research your prospective

customer! Find out the details of their business Find out their competition Find out why they need the IEEE Strategize how you can help them succeed!

Research The Prospect

www.ieee.org/r3jobs

Build Rapport

No rapport = NO sales Build long term partnerships People buy from people they like People love to talk about themselves You can learn personal likeness to

start relationship Send thank you cards, notes, etc.

Stamp Out Competition

Don’t dance with the competition Some are truly ok Some will cooperate Some are ethical Some like competition Some will truly like you Some will trade business with you Some will help you MOST WON’T. MOST DON’T LIKE YOU!

Ways To Make Impressions It takes 7-10 contacts with a prospective customer to get a sale. A dozen ways to get in front of your customers

Thank you notes for orders, referrals, continued business Short note about a positive meeting Article from magazine or newspaper Something about their competition Joke, cartoon, etc. Product announcement An IEEE newsletter Notice of seminar that might be of interest Special sale of offer A reminder of a pending order

This should be an ongoing effort

Rules to Remember for Success

Establish a positive attitude Believe in yourself Keep learning how to sell better Understand the customer Sell to help Establish long term relationships Believe in your products and organization Be prepared

Rules to Remember for Success

Be sincere Qualify the buyer Look professional Use humor Sell benefits not features Tell the truth Don’t put down the competition Use testimonials

Rules to Remember for Success

Listen for buying signals Anticipate objections Follow up, Follow up Use the power of persistence Sell with passion and enthusiasm! Dare to be dumb….ask questions ASK FOR THE SALE!!!

What the Master Salespeople Say

Idlers do not last long Strive for a specific goal Make them come back Believe in your product and love it Sell yourself first Honesty is the best policy

What the Master Salespeople Say

Nothing happens until somebody sells something

Pack your todays with effort----and extra effort

Neglected customers never buy; they just fade away

People don’t like to be sold----but they love to buy

We Were All Great Salespeople

Remember when you were 7 and asked your mom for a candy bar in the store and she said “no” (#1). PLEASE…”no”” (#2 is now out of the way).

Aw come on….”Absolutely NO” (#3 and mom is put off by now)

But why can’t I have one? “N O” “because it will spoil your dinner” (#4 is now finished) Move in for the kill…………

No it won’t because I will eat it after dinner. She is on the ropes now and ready to cave in. “Well I don’t know” she weakly states (#5).

PLEASE (in a whiny voice). “Well ok but you cannot eat it before dinner!”

VICTORY!!!!!! You only got 5 no’s and you were prepared to go at least 10!

You probably had a 90% closing percentage when you were a kid. If you achieve this with your current sales you will have all the sales you want!!

Resources for Further Study

“Selling for Dummies” – Tom Hopkins “Solution Selling” – Keith Eades “Selling to VITO” – Anthony Parinello “Sales and Marketing Management

Magazine” – www.salesandmarketing.com IEEEUSA Career Navigator -

http://www.ieeeusa.org/business/default.asp

Huthwaite - http://www.huthwaite.com/