International Marketing

S e l l i n g …

Lloyd Corder, Ph.D.

74-80A, Fall 2008, Session 10

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1. How does marketing fit with sales?

2. What are the key steps of the sales

process?

Corder’s Questions

Believe in the power of feedback.

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How does marketing fit with sales?

1.

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Marketing & Sales Cookbook

The sales qualifying steps may vary, but

knowing what to do in each will help you close more

deals in shorter

periods of time.

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5 Stage Buying Process

Sense a problem

Explore possible solutions

Wonder if the “right decision” was made

Compare options

Make a buying

decision

John Dewey problem solving method

Sales = process of using persuasion to move “prospects” to next step—and

keeping them sold after the sale

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Selling Pitfalls● Fear of rejection● No system/no language● No strategizing● Few examples of what “right

looks like”● Thinking marketing can happen

without sales● Secrets to sales’ success:

● Going to the bank vs. getting your needs met

● Picking for pain (quantifying problems)

● ABC (Always Be Closing)● Listening more than you talk● No flag waving

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Ancient Model of Persuasion

Ethos

LogosPathos

Personal Credibility

Feelings & Emotions

Logical Reasoning & Power of Naming

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What’s Persuasive?

● Sources● Attractiveness = persuasiveness● Experts (degrees, experience, etc.)● Eye-witnesses, first-hand accounts● People who make mild threats

instead of strong ones

● Messages● Points with specific conclusions● Good news● Telling both sides of the story● The more they understand the

message, the more persuasive it will be

● Repetition (say it enough times and they will believe it)

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Persuasive, cont.● Media● Live or videotaped, followed by

oral—written is least persuasive

● Receivers● Messages that contradict

existing opinions won’t be rejected if they appear to benefit the listener

● Perception is subjective

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Building Your Credibility● Support what you say with

evidence● Demonstrate confidence in your

role● Use language appropriately● Don’t call attention to

shortcomings● Stress your fairness● Stress enduring values● Stress your similarity with your

target audience● Demonstrate long-term

consistency

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Building Your Credibility● Show respect and courtesy● Be interested in your audience’s

welfare, not simply seek self-gain● Be enthusiastic● Be emphatic, fresh● Be positive● Coordinate verbal and nonverbal

messages● Don’t appear too little or too

much involved in your role

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What are the key steps of the sales process?

2.

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The Sales Process

Typical 1st

Meeting

Sales Proposal & Closing

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1. Rapport Building (By Using Prospect

Mindsets)

● Thinker: “I’m thinking about buying a car.”● Want to make a decision; need information in

order to make an informed decision● Strategy: Don’t try to sell the car. Ask for

timeframe in making a decision.● Doer: “I’ve made a decision to buy a car.”

● Want action; need your sense of urgency● Strategy: Move quickly. Ask when they would

like to make a purchase and get moving.● Struggler: “You’re charging how much for

that car!?”● Want a quick fix; need a new perspective● Strategy: Don’t get sucked into their problem.

Draw them out, help them think of new ideas before making a decision.

● Achiever: “I’m looking for someone whom I can work with.”● Want teamwork; need a resource● Strategy: Build a long-lasting relationship.

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Message Make-upYour

EstimateExpert

Estimate

Visual(What Is Seen) _____ % _____ %

Vocal(How You Say

It) _____ % _____ %

Verbal(What You Say) _____ % _____ %

Rapport is built through verbal and nonverbal communicatio

n

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What’s Being Communicated?

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Rapport Building Body Language

● Does every business require its employees to wear a uniform?

● Which type of handshake is better? The firm or the dead fish?

● Are the same body movements interpreted the same across cultures?

● Who has bigger pupils? A baby or a wicked witch?

● Why don’t more strangers talk on the elevator?

● What seating arrangements make selling easier?

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Children & Touch

Source: Burgoon & Saine, The Unspoken Dialogue

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Personal Space

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Seating ArrangementsConfrontation Seating

Cooperative Seating

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2. Mini-contract● Verbal agreement on how you’re

going to proceed● Gets prospect to agree “up-front” on

when and how they are going to make a decision

● If used properly, eliminates the need for “hard selling” and “closing techniques”

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3. Finding Pain by Asking Questions

● A good listener…● Looks directly at the speaker● Asks clarifying questions● Shows concern● Repeats some things the speaker says● Focuses on key points● Does not get distracted● Doesn’t interrupt, change the subject or

carry on● Knows when to “solve a problem” vs. “let

someone vent”

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Asking Questions, cont.● An effective “persuader” uses

questions to convince others of a specific “belief”● Deck of cards● Human motivators: Pleasure and pain

● Pleasure: Feels good… attracted toward● Pain: Deep-seeded problem… move away

from

● Sales questioning strategy (UPS)● Uncover information (open-ended)● Probe (looking for specifics/details)● Stay in control (using questions to

keep control of the conversation)

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Doctor Example

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Pleasure or Pain

Features

Benefits

Pleasureor Pain

(Real Reason for Buying)

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Turning Features into Pain

● Features = dials, gadgets, components, etc. of the product or service (flat screen)

● Benefits = how dials, gadgets, etc. benefit a prospect (takes up less space, easier to see, etc.)

● Pain = real reason why someone buys a product (having the latest, greatest equipment that makes you fit in or feel more important than your friends)

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Iceberg Strategy (For Finding Pain)

Problem Prospect Describes

Real Problem or Pain

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Common Pains (Felt from Declining…)

● Revenues● Market share● Profit● Stock price● Shareholder value● Credit rating● Customer satisfaction● Raw materials● Maintenance quality● Product quality● Employee quality● Employee morale● Employee productivity● Employee accountability● Teamwork and coordination

● Quality of facility management● Employee involvement and

commitment● Raw materials costs● Facility management costs● Maintenance costs● Labor costs● Employee grievances● Staff turnover● Interpersonal conflict● Inter-team conflict● Employee accident/injury rate● Resistance to change● Product rework, rejects and

returns● Deadlines missed

● Inventory management costs

● Inventory shrinkage

● Competitor capability

● Customer defections

● Legal complications

Source: Sam Deep & Lyle Sussman Close the Deal

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Uncovering Information● What do you think about …?● How do you feel about?● What would you suggest?● What do you think is a better way

to…?● Why is it being done that way?● Could you give me an example of …?● What do you like best/least about …?● How long has this been a problem?● What could we change about this

situation to help make you more productive?

● What ideas do you have to solve this problem?

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Probing● Directive probes

● Elaboration: “Tell me more about that. What does that mean?”

● Clarification: “I don’t understand. Why is that a problem? I don’t know, what do you think?”

● Repetition: Simply repeat the same question.

● Confrontation: “I’m hearing two different ideas here. First, … Second, … What am I missing?”

● Non-directive probes● Silence● Neutral phrases● Internal summaries● Reflective statements

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Staying in Control● That’s a perfectly natural thought.● I can understand your viewpoint.● Yes, I see your position. A lot of

people feel that way.● You no doubt have good reasons

for feeling that way.● I can see at first glance why it

might seem that way.● Which means? And…? Like…?● You must be telling (or asking) me

this for a reason.● What were you hoping I would say

(or do)?● If I were to say _____, what would

you say?

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Dummy Curve

Source: David Sandler, Sandler Selling System

Beginners and “professionals” are often more

effective, because the keep asking

questions, don’t make

assumptions and get prospects emotionally

involved in the sale.

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4. Budgets● Determine how much money client has to

fix problem/solve pain● Avoids “way overpriced proposals”● Plants seeds and manages expectations

before sales proposal● Keeps you from wasting time giving “free”

advice that prospect can’t afford to buy● Approaches

● Direct question: “How much do you have budgeted for this?”

● Prospect question: “How much is this going to cost?” Your comeback: “Between $50,000 and $5 million. If I can get some more information, I’ll have a proposal for you in __ days. Does that sound fair?”

● Ballpark: “These projects often come in between $___ and $___. If I come back to you with a recommendation in this range, does this sound like something you would be able to do?”

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5. Decision● Who makes the final decision?● When decision-maker isn’t present

● May not be addressing the true issue/concern● Lose control of the sales process● More difficult to manage personalities● No one sells your product or service better

than you, why hand it off to an untrained sales person?

● Approaches● “Who else has to feel good about this before

we can move forward? Can I talk with them?”● “What does your decision-making process

look like?”● Many clients have to make “internal sales”

for you—so make it easy on them by preparing information they need to help position you (e.g., expected ROI)

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6. Presentation (Sales Proposal)

● Written, persuasive document● Used to persuade buyer to buy product,

service or idea● Multiple formats and purposes (Word,

PowerPoint, quote sheets, etc.)● Typical Components

● Overview (statement of the problem)● Recommendation (how you will solve the

problem)● Workflow (steps you will follow to solve the

problem)● Timing, budget and terms● Backup: Case histories, customer letters, etc.

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Commitment● Reversing Technique● To get more positive reaction, go

negative…● Sounds like no matter what I said, you

wouldn’t like it.● I think I’m wasting your time.● I think you hate this idea.

● Use the technique sparingly and be gentle. P.S.—It won’t work on your spouse!

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Common Objections● Cost too much● Let’s wait awhile● Tried it before and it didn’t work● Too busy● I don’t think it will work● Too risky● Never done it before● Don’t have enough money, time,

energy● Not our style● Not sure I can trust you to do what

you say

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Handling Objections & Closing

● Assumptive close● Ben Franklin (Positives vs.

Negatives)● 1-10● False urgency● Menu approach

+ -

Zig Ziglar’s book provides 100+

closing techniques

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Corder’s Conclusions● Communication platforms should

help you “build a brand image” and/or “generate leads”

● Selling should help you convert leads into customers by using a consistent process so that opportunities and resources are rarely wasted

● The number of prospects who become customers directly depends upon the strengths of your communications platform, marketing mix and sales technique

● By improving your sales technique, you greatly improve your chances for career advancement

Believe in the power of feedback!