the sales game asu mktng
TRANSCRIPT
Copyright © 2010 Handel Barr Learning Inc. All rights reserved.
The Sales Game
Presented byBill Barr, President
Handel Barr Learning, Inc.
1B2B Sales Games
Copyright © 2010 Handel Barr Learning Inc. All rights reserved.2
Mark Twain
“It ain’t what you don’t know that gets you in trouble.
It’s what you know for sure that ain’t so.”
Samuel Langhorne Clemens
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Marketing“Find a need and fill it.”
• Offering• Promotion
• Pricing• Distribution
• BrandALL MARKETERS ARE LIARS/TELL STORIES
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PromotionComponents
• Advertising• Sales Promotions• Events/Experiences• Public Relations• Personal Selling• Direct Marketing
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Personal Selling
• Marketing spends money to find leads
• Sales turn leads into money
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Sales Careers
• Consumer selling (B2C)
• Government selling (B2G)
• Business selling (B2B)
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Selling – Who Needs It?
• Complex offering• Major ticket offering• New offering• Highly technical offering• Unsought offering• Others???________________________
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Sales Roles
• Sales Representative - Outside rep - Inside rep• Account Manager• Technical Sales rep• Sales Support• Sales Manager• CSO• Everybody in the company
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• Commodity Price/Availability
• Product/Service Feature/Benefit
• Solution Need Satisfaction
• Customer Experience Trusted Advisor
Sales Approaches
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Sales and Marketing Don’t Get Along
Leads– Leads are criticized as worthless by sales– Not enough leads generated to satisfy sales– Sales don’t track Marketing Leads to measure
effectiveness– Sales uses ineffective techniques to turn leads into
prospects– Sales won’t give up success stories– Sales won’t tell us what the customer wants
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How Customers Buy
Source: The Psychology Behind Consumer Decision Making By: Christian Fea
Recognizing a Need
Information and Alternatives
The Purchase
Customer Decision Process
Time
Post Evaluation
WantsNeeds
Problems
Best ChoiceComparisonsInformation
DecisionBest Price
Consequences
Tell OthersSatisfaction
Buyer’s Remorse
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What I Am Doing About It
B2B Learning Games from– Training with a fun factor built in– Training that is “Sticky”– Experiential learning - 90% learning retention– Cost effective• Less time away from work• Lower cost of the training program
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Success Story Elements
• Who? – Target Job Title/Function• What? – Hurt/Problem/Challenge• Ahh! - Ideal State• So what? – Numbers/Measurement• How? – Knowledge of the Offering
The THINK System
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The Start• Target – Sales & Marketing Leaders• Hurt – Poor lead performance• Ideal State – Teaming together with a standardized
lead content management format• Numbers – % Lead to Prospect, % Leads worked• Knowledge – Board & Web versions, only 1.5 hours,
can be repeated, immediate feedback, easy to implement, group and individual learning
Copyright © 2010 Handel Barr Learning Inc. All rights reserved.15
You Can Help!
• Field Testing Underway• Free Learning Event• Fun Experience• Résumé Bullet
B2B Sales Games
The Sweet Taste of Success!Bill Barr