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Business Growth Series
Sales vs.
Marketing
Presented by:
Debra Andrews, Marketri LLC
Sean Galt, Thompson Networks
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SALES VERSUS MARKETING
AGENDA:
SEMINAR GOALS
DEFINING SALES AND MARKETING
AUDIENCE SALES AND MARKETING ASSESSMENT
UNBALANCED SALES / MARKETING EFFORTS
CONSEQUENCES
INTEGRATION OF SALES AND MARKETING
WHY SHOULD THEY WORK TOGETHER?
BEST PRACTICES IN MARKETING
BEST PRACTICES IN SALES
THOMPSON NETWORKS CASE STUDY
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SEMINAR GOALS:
WHAT WOULD YOU LIKE TO GET OUTOF TODAYS SESSION?
Are you satisfied with yourreturn on sales & marketing?
Do you try different marketingtactics and sales and wonder ifany of them are working?
Are you unable to successfullyclose sales appointments?
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SALES VERSUS MARKETING
DEFINED
SALES VERSUS MARKETING
In the past, the concept of sales has been anegative one, especially in the world of professional
services.
Many firms think and talk about marketing, but dontconsider the activities required for selling services.
Some firms use sales and marketing interchangeably.
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MARKETING INCLUDES:
Positioning / Differentiation
Strategy (Identifying Target Segments)
Planning
Execution:
Collateral (Print / Electronic)
Campaigns / Tactics
Measurement
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WHAT IS SALES?
Sales is the process of listening, determiningneeds, dealing with objections, asking for theorder, and closing the deal. In most cases, salesinvolves face-to-face meetings.
CLOSING A RED HOTPROSPECT
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SALES INCLUDES:
COLD CALLING (WARM CALLING)
FACE-TO-FACE MEETINGS
PRESENTATIONS
PROPOSALS
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HYBRID ACTIVITIES INCLUDE:
SEMINARS
REFERRAL MEETINGS
DIRECT MAIL
NETWORKING
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SALES VERSUS MARKETING
DEFINED
HYBRID ACTIVITIES CAN BE CLASSIFIED ASMARKETING AND/OR SALES DEPENDING ONHOW THE TACTIC IS HANDLED.
Direct Mail: This can be a pure marketing activity or itcan be part of the sales process. Direct contact with theprospect is what makes the difference. If you simply maila letter / brochure and wait for someone to call, this ispure MARKETING. If you make follow-up calls to scheduleface-to-face meetings, this is SALES.
BEST RESULT INTEGRATE MARKETING &SALES
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SALES WITHOUT MARKETING IS
like going on a blind date:
The prospect knows little aboutyou.
You have no idea if your
product or service will be agood fit for the prospect.
Are you both wasting yourvaluable time??
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MARKETING WITHOUT SALES IS
like NOT GETTING A DATE:
The perfect customer could beright around the corner. He orshe just doesnt know aboutyou and all the things that you
have to offer.
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WHAT IS YOUR SALES & MARKETING SPLIT?
MARKETING SALES
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WHAT IS YOUR SALES & MARKETING SPLIT?
Do you have an in-house or outsourced marketing
professional?
Do you have an in-house or outsourced salesprofessional?
Do you have an annual marketing plan? Sales plan?
How consistent is your brand: logo, business cards &
papers, print collateral, Web site, promotional products
Do you do advertising?
Do you host at least 2-3 seminars throughout the year?Do you follow-up with non-client seminar attendees?
Do you send out direct mail? Do you follow-up with
phone calls?
Do you write and distribute press releases & regularlypitch the media?
Do you have a brochure?
Do you have customer / prospect newsletters?
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PURE MARKETING
The short-term consequence is high brandawareness but a low return on marketinginvestment.
The long-term consequence is to give up on all
marketing because it isnt working.
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PURE SALES
The short-term consequences are:
Experiencing difficulty in getting theappointment because of low brandawareness.
Going on unqualified appointments
The long-term consequences are:
Consistently losing deals to marketingsavvy competitors
Experiencing a low return on salesinvestment (not meeting goals)
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MARKETING AND SALES ACTIVITIESOVER TIME
TIME
MARKETING SALES
BRANDING
NEWSLETTERS
PR
ADVERTISING
BROCHURES
SALES CALLSPROPOSALS
INSIDE SALES CALLSSEMINARS
REFERRAL MEETINGS
DIRECT MAIL
NETWORKING
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INTEGRATING SALES &
MARKETING
THE CUSTOMER LIFE CYCLE
The appropriate balance between sales andmarketing depends on the customer life cycle. Thefour commonly accepted phases are as follows:
Customer Acquisition
Customer Growth (up-selling / cross-selling)
Customer Loyalty
Customer Reactivation
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INTEGRATING SALES &
MARKETING
NATURE OF PRODUCT / SERVICE SOLUTION
The appropriate balance between sales andmarketing depends on nature of the product /
service solution. The three commonly acceptedtypes are as follows:
Commodity: The product or service iswidely available, has few distinctions, and issold mainly on price and availability features.
Customized: To meet the customers needs,something must be done to the product orservice.
Designed: The product or service needs tobe engineered or designed to meet the
customer needs.
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Best
Practices inMarketing
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COMMON REASONS FOR NOT MARKETING
Marketing is important but noturgent.
We dont dare neglect it, but sinceimmediate results wont follow fromour marketing efforts, its safe to saythat immediate consequences wonteither.
1.
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COMMON REASONS FOR NOT MARKETING
Marketing forces positioning andfocus.
By avoiding marketing and positioning,we can still carry a half dozen magneticsigns in the trunk, putting the mostappropriate one on the car door for
those sales meetings.
2.
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COMMON REASONS FOR NOT MARKETING
We can hardly handle the amount ofwork we already have.
Marketing is as much about control as itis about growth. In other words,marketing enables you to attract acertain kind of work, defined asprofitable, enjoyable, etc.
3.
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COMMON REASONS FOR NOT MARKETING
I dont know how.
Marketing is a discipline that needs to belearned just like finance, accounting &human resources. Lets look at how bestto get marketing resources for yourorganization.
4.
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MARKETING RESOURCES
There are two types of marketing resources: in-house or outsourced. Which resource orcombination of resources is best for your businesswill depend on its industry (competitive situation)size, goals and budget.
In-house:
CMO
MarketingManager
Marketing
Coordinator
GraphicDesigner
Outsourced
MarketingConsultant
AdvertisingAgency
WebDeveloper
Copy Writer
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LEVELS OF MARKETING WHICH DO YOU NEED?
Strategy, Planning,Management
7+ years
Tactics, Execution
3-6 years
Tactics,Administration
0-2 years
CMO; V.P. orDirector ofMarketing
MarketingManager
MarketingCoordinator;Administrator
Educatedin
Business
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Web Designer;
Programmer
Creative Director;
Graphic Designer
Search Engine
Marketing
Educated inGraphics,
Art, DesignEducated WebDevelopment;
Programming; Design
LEVELS OF MARKETING WHICH DO YOU NEED?
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MARKETING BEST
PRACTICES
BASIC MARKETING PRINCIPALS
Segmentation
Differentiation
Implementation
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MARKETING BEST
PRACTICES
BASIC MARKETING PRINCIPALS
A pretty brochure without:
Segmentation... goes to the wrong audience
Differentiation... will not strike a cord with keyprospects
Implementation... will simply take up room onthe book shelf
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BASIC MARKETING PRINCIPALS
Implementation (or communication)
What are the various marketing tactics thatyour business can use to communicate yourvalue proposition to your target customers?
Given your budget, which are the most cost-effective methods?
How effective have your marketing effortsbeen in reaching your business goals?
DEVELOP A TACTICAL PLAN INCLUDING A BUDGETAND GOALS; MEASURE YOUR PROGRESS ATLEAST MONTHLY.
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Best
Practices inSales
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A CaseStudy
and