Marketingcommunicatie: salesmanagement
H1: Image of sales profession
Euphemisms for sales: salesman, salesrep, account manager, key account manager, maintain
customer relationships (selling), manage target groups (prospects)
Cliché hard sellers
- Manipulation techniques
- Trying to close the deal even before the customer shows buying signals
- Think about film: wolf of wallstreet
Myth of awarding
= If prices are equal, and service, etc then people tend to ‘fave’ the salesperson with whom they
have the best relation (awarding) the order goes to whoever is the most professional some lose
themselves organizing events, dinners, business gifts, golf tournaments…. but that is not the
essence
Impact of sales management
Rapidly changing markets
- Social selling
- Online selling
Importance of insights in customer journey
Role of education
- More and more people with higher diploma
- Insights in marketing
Marketing vs sales
- Timing
Mark = long term vision, year plan
Sales = short term, monthly targets/KPI’s, commission based €
- Distance to market
Mark = far away from customer
Let salespeople play a role in marketing planning
Sales = on the road
- Micro & macro
Mark = marketsegments, market penetration, strategy
& buyer persona’s, content marketing
Sales = specific customer in mind
- Sales is driven by marketing
Before: separated marketing, com en sales
Now: integration
1
, Marketing funnel vs sales funnel
Marketing B2C
Sales B2B
Vision of general management
- Sometimes sales = regarded as a necessary evil
- “we simply have to get our goods sold …”
Role of the media
- Impact of consumer programs on TV
- News is news only when it is bad news
Hunter instinct bv freelancers
Hunter vs farmer
Closing sales repetitive selling
Short term goals long term relationship
Influence people credibility
Prospecting service minded
Competition protecting market share
Increasing information
- Knowledge is power
- Does the customer know everything effectively?
o Car market
o Before: salesperson gave all the info
o Now: car configurator
- A good salesperson should put energy and emotion into:
o Unmasking the willingness to buy,
o motivation
o possible inhibitions (doubts/second thoughts)
2
,Increasing online competition
- impact bol.com, Zalando
- ex. MRO = maintenance repair operations
o you give advice to customer
o says he’s gonna think about it
o then he buys online ….
Four possible reactions
- get back to the analysis of their needs
try to find their true intentions
- next time you can confront the customer with his ‘game’
- ask a fee for the given advice
ex. Banks are introducing this (KBC)
- or finally: stop giving advice…
Art of selling
- Are you born as a good salesmen? (Or can you learn it?)
Yes no
“you cannot learn to sell” if you have talent, that is no guarantee of success
“talent is a guarantee of success” you can learn to sell
Has more to do with the will to make the effort than
with talent
Social aspect of selling
- problem solving
- Sociable
- educational
- change management
Evolution of sales
Before now
- product driven sales customer driven
- focus on product focus on customer needs
- one way communication two way
change management = always new competitors
Selling styles
- 2 axes
o Result oriented
o Customer oriented
- 4 selling styles
o tough style
o soft style
o reactive style
o provocative style
3
, 5 selling styles
o competition oriented
convince, reject objections
o Image oriented
self image (ego)
o need oriented
ask questions
o product oriented
facts & figures
o relation oriented
give advice
o service oriented
5.1 Provocative
= think with customer
- Provocative salespeople can influence and change the customer's thinking pattern
- by providing new insights, the customer can be lured out of his comfort zone
5.2 Collecting customer data
- asking lots of questions to get to know your customer's core business well
- smart questions instead of classic open questions
• contextually constructed
• you refer to a concrete situation
5.3 Added value
- extensive knowledge of the market
- give personal advice
- connecting strengths of your company with new trends
Visibility management
- visibility management:
o show your competences
o through social media
Linked In, Facebook, Instagram…
- those who sell themselves well score better
- (ISCIS )
- Examples
o authors promoting their books
o sales gurus promoting their seminars
online visibility management
- social selling, enkele tips
o Facebook
less businesslike
keep it accessible
search for prospects, but then approach them via Linked IN
4
H1: Image of sales profession
Euphemisms for sales: salesman, salesrep, account manager, key account manager, maintain
customer relationships (selling), manage target groups (prospects)
Cliché hard sellers
- Manipulation techniques
- Trying to close the deal even before the customer shows buying signals
- Think about film: wolf of wallstreet
Myth of awarding
= If prices are equal, and service, etc then people tend to ‘fave’ the salesperson with whom they
have the best relation (awarding) the order goes to whoever is the most professional some lose
themselves organizing events, dinners, business gifts, golf tournaments…. but that is not the
essence
Impact of sales management
Rapidly changing markets
- Social selling
- Online selling
Importance of insights in customer journey
Role of education
- More and more people with higher diploma
- Insights in marketing
Marketing vs sales
- Timing
Mark = long term vision, year plan
Sales = short term, monthly targets/KPI’s, commission based €
- Distance to market
Mark = far away from customer
Let salespeople play a role in marketing planning
Sales = on the road
- Micro & macro
Mark = marketsegments, market penetration, strategy
& buyer persona’s, content marketing
Sales = specific customer in mind
- Sales is driven by marketing
Before: separated marketing, com en sales
Now: integration
1
, Marketing funnel vs sales funnel
Marketing B2C
Sales B2B
Vision of general management
- Sometimes sales = regarded as a necessary evil
- “we simply have to get our goods sold …”
Role of the media
- Impact of consumer programs on TV
- News is news only when it is bad news
Hunter instinct bv freelancers
Hunter vs farmer
Closing sales repetitive selling
Short term goals long term relationship
Influence people credibility
Prospecting service minded
Competition protecting market share
Increasing information
- Knowledge is power
- Does the customer know everything effectively?
o Car market
o Before: salesperson gave all the info
o Now: car configurator
- A good salesperson should put energy and emotion into:
o Unmasking the willingness to buy,
o motivation
o possible inhibitions (doubts/second thoughts)
2
,Increasing online competition
- impact bol.com, Zalando
- ex. MRO = maintenance repair operations
o you give advice to customer
o says he’s gonna think about it
o then he buys online ….
Four possible reactions
- get back to the analysis of their needs
try to find their true intentions
- next time you can confront the customer with his ‘game’
- ask a fee for the given advice
ex. Banks are introducing this (KBC)
- or finally: stop giving advice…
Art of selling
- Are you born as a good salesmen? (Or can you learn it?)
Yes no
“you cannot learn to sell” if you have talent, that is no guarantee of success
“talent is a guarantee of success” you can learn to sell
Has more to do with the will to make the effort than
with talent
Social aspect of selling
- problem solving
- Sociable
- educational
- change management
Evolution of sales
Before now
- product driven sales customer driven
- focus on product focus on customer needs
- one way communication two way
change management = always new competitors
Selling styles
- 2 axes
o Result oriented
o Customer oriented
- 4 selling styles
o tough style
o soft style
o reactive style
o provocative style
3
, 5 selling styles
o competition oriented
convince, reject objections
o Image oriented
self image (ego)
o need oriented
ask questions
o product oriented
facts & figures
o relation oriented
give advice
o service oriented
5.1 Provocative
= think with customer
- Provocative salespeople can influence and change the customer's thinking pattern
- by providing new insights, the customer can be lured out of his comfort zone
5.2 Collecting customer data
- asking lots of questions to get to know your customer's core business well
- smart questions instead of classic open questions
• contextually constructed
• you refer to a concrete situation
5.3 Added value
- extensive knowledge of the market
- give personal advice
- connecting strengths of your company with new trends
Visibility management
- visibility management:
o show your competences
o through social media
Linked In, Facebook, Instagram…
- those who sell themselves well score better
- (ISCIS )
- Examples
o authors promoting their books
o sales gurus promoting their seminars
online visibility management
- social selling, enkele tips
o Facebook
less businesslike
keep it accessible
search for prospects, but then approach them via Linked IN
4
