Two Most Important Selling Practices

Ian Needham

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As I’ll be starting a job as a salesman of shipping and freight services in September, I found the textbook’s chapter on selling and the processes and techniques involved to be very interesting. There were a couple major principles presented in the chapter that really stood out to me: listening and need satisfaction. These ideas are also important to Dave Matteson, CEO of Sandler Training, a professional sales training service, and author of The Sandler Rules: 49 Timeless Selling Principles and How to Apply Them. Kathy Caprino, of Forbes.com, summarizes Matteson’s book here 

 

Listening

While sales may, on the surface, seem like a 1-way pitch from seller to buyer, it is much more effective to treat the sales process like a conversation. Not only is it easier to discover the customer’s needs and objections this way, it enfranchises the buyer and makes them feel more important in the process. As Caprino paraphrases, “Resistance is pre-programmed and people don’t like to be told what to do (or buy). A better approach than “selling by telling” is to ask key questions…When you ask questions that lead to a discovery, the prospect then “owns” the discovery and the resistance disappears.”

 

Need Satisfaction

The book describes a process called “need satisfaction” that calls for simply discovering the buyer’s need, or helping them too, and offering them the product you feel best suits that need. Considering a buyer is in a need fulfillment state, meaning they are aware of their specific need, it is then up to the salesman to create differential competitive advantage. Matteson covers this in rule #21 saying that a mistake many salesmen make is “Over-educating the prospect when you should be selling.” Matteson’s point is that the first step is asking questions, before educating the client about your offering.

 

Finally, I found this interview with Rich DeVos, co-founder of Amway, describing his approach to selling, fascinating. Particularly, I enjoyed the first half in which he describes the mindset a salesman should have about losing a sale:

Group 9 Presentation Recap

MKTG 420: Group 9 Twitter Chat

Aaron Williamson, Hao Guo, Jordan  Kosmecki, Hao He

 

On Tuesday, August 6th, our group presented our topic and opened a Twitter discussion. Our group topic was on personal selling and sales management, more specifically how to sell and the steps in the selling process. Personal selling is a difficult activity to partake in and there are a certain number of steps necessary for salesmen to take in order to achieve the best possible success rate of ultimately closing sales and growing revenues with new business.

 

Our Twitter discussion was meant to be an enhancement to the topic that we covered in class. We provided a few different articles and website links that explored various parts of the selling process, including salesmen’s biggest mistakes and more strategies for effective selling techniques. We also tried to generate a conversation by asking questions like “who has had a ‘bad salesman’ experience?”. While our class conversation dwindled to a degree, we feel we provided our followers with insightful information into the personal selling process.

 

There were a few pros about our presentation and conversation about our topic. For one, we felt that our energy shifts were a great mix of entertainment and education. We also feel that we were able to generate a lot of class interest and interactivity with our class activity where we asked each class group to pick a random item from the selection we provided and try to “sell” the class on purchasing that item. For our Twitter conversation, we only provided links to those articles that we felt were most relevant and educational and tied into our topic uniformly.

 

For our cons, our slide presentation could have been a bit more exciting. In regards to Twitter, we were not able to generate a lot of interest in our topic although we tried. This could partially have been due to another group tried to generate tweets simultaneously as well as a mid-term exam that cut off the class’s ability to respond and engage to our messages.

Overall, we felt we did our topic justice. It was a challenge for us as a group to strategize how to “sell” our personal selling presentation but we did a good job at honing in on a particular topic within the subject to explore in depth and we think we were really able to provide information that was digestible and understandable to the class.

Our Tweets:

Jordan: What do you think about ShamWow’s selling process? http://www.youtube.com/watch?v=QwRISkyV_B8 … #mktg420tr #group9

Hao G: Our group will present chapter14,this chapter consider about what can salesperson to do.we create a interesting activities.you’ll see^O^

Aaron: TWITTER CHAT: Listening is a huge make or break it for salespeople http://bit.ly/Hnsg6v  #mktg420tr #group9

Jordan: TWITTER CHAT: What do you guys think about the importance of following up on a sale? https://www.boundless.com/marketing/personal-selling-sales-promotion/the-personal-selling-process/follow-up/ … #mktg420tr

Aaron: bit.ly/ZW93jc  Insightful article on the secret to personal selling. It’s all about meeting customer needs. #mktg420tr #group9

Hao H: #MKTG420TR #group9 If you are interested in car sales https://www.youtube.com/watch?v=VDBR36-A2wY … here is a video that help you to deal with objection

Jordan: TWITTER CHAT: Have you ever had exceptional customer service where someone helped you during/after the sale? #mktg420tr #group9

Aaron: Who has had a “bad salesman” experience? #personalselling #mktg420tr #group9

Aaron: @rawrjak #2 on the top 10 list confirms that closing the sale really is the most difficult part of the selling process! #mktg420tr #group9

Jordan: TWITTER CHAT: #2 Unwilling to ask for order. Why do you think no one does? http://www.dealerrefresh.com/10-reasons-sales-people-fail/ … #mktg420tr #group9

The Importance of Blogging

Aaron Williamson

I’m choosing to write on the effect that blogs have had on changing the landscape of media. As readership has declined in traditional media, people have shifted towards targeted, segmented blogs that channel specific information that they find interesting. Blogs have been harnessed as a method of conversation rather than a 1-way news outlet and they’ve given readers a much larger range of outlets to consume news and information than they ever had previously. Felix Salmon, a blogging editor and journalist for Reuters gives great insights into this shifting landscape.

Brands-measuring-influencer-attributes

In the marketing, many things revolve around the goal of increasing revenue and purchases by customers. Blogging is deemed to be one of the most influencing services to influence a purchase. This is because there’s an added level of trust between the blog follower and the blog creator, or “influencer” which is someone who has a lot of clout and influence in the blogging community regarding their particular subject. According to certain sources, 86% of purchase influencers are bloggers on a regular basis, thereby supporting the idea that blogging is an integral part of the marketing and sales process.

One of my good friends, Rachel Nguyen, started a fashion blog a few years ago and continues to post regularly. She is now regarded as an influencer in the blogging community and her fashion choices have a considerable impact on her followership which has generated sales of particular products that she’s promoted. Her blog can be seen here.

chic

In general, a company blog is a good idea because it makes your company and your brand more accessible to the online community and to potential and existing customers. One needs to define their audience and the overall message that they want to convey that aligns with the brand image that they want to promote. Mashable gives 6 keys to a successful blog; be authentic, transparent, position yourself in your reader’s minds, ask for feedback, don’t take huge risks in what you post, and finally to have fun. Blogging is becoming more of a necessity for businesses instead of just an option and that trend looks like it will continue for quite some time.

Sponsorship Proposal Basic Steps

Jitao Wu

Twitter:  JackOrzlol

LinkedIn:  www.linkedin.com/pub/jitao-wu/65/2a3/197/

My Blog:  https://mktg420.wordpress.com/2013/08/07/sponsorship-proposal-basic-steps/

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As we are in major of Marketing, sponsorship proposals are not unfamiliar to us. I believe most of people are not clear about how to write a successful sponsorship proposal. Therefore, I do the research and listen to some lectures to help me learning how to write sponsorship proposal. These advice might not be always right. Just take it as examples.

As Kim Skildum-Reid, a corporate sponsorship expert and author said, 99 percent of proposals have these similarities. First of all, they concentrate on their needs instead of sponsor’s. Secondly, they make the sponsor do all the work, such as digging for relevance and figuring out what to do with it. They don’t make a business case as well. In addition to that they offer the same four benefits. The most important one is they are hard to read. some of them are not enough information, some are structured poorly, and some are unprofessionally presented. These are also why 99% of proposals fail.

Here is a link that talks about this:  http://www.sponsorship.com/IEGSR/2012/10/22/Best-Practices–Sponsorship-Proposals.aspx

If you do have those problems in your proposals, you need to pay attention on them. Here are some advice that come from the lectures. Sell solutions not sponsorship. Sell what’s most marketable, not what needs funding. Highlight benefits, not features. Don’t prorate the packages. Tailor to sponsor category. Go to everyone in the category at once. Sign the media partners first. Don’t send a proposal until after the initial discussion. Commit full-time. Put a deadline on the offers. The last but not least, base fees on value, not budget. These are advice concluded from Lesa Ukman, a famous author.

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Your Personal Brand and Social Media

Danielle Love

 

Follow me on Twitter! @lovelydlo

 

 

 

 

 

I really enjoyed the discussion we had with Craig Pintens from the Marketing department in Oregon Athletics. Being an athlete here at the U of O myself, I’ve had multiple talks with Compliance, coaches, and other administrators about the importance of our presence on social media. Student athletes are held to different standards than regular students – we cannot post pictures of drinking, partying, or other things that would shine a bad light on the athletics community here at the U of O.

 

 

Of course, this rule still applies to professional athletes (and they get fined big time, too). Here are some other Twitter mishaps from professional athletes:

 

 

http://socialmediacoachforathletes.com/athletes-and-social-media-no-shortage-of-dumb-comments/

 

 

As we discussed in class, monitoring tweets and posts is not just important for athletes but for companies as well. Companies need to maintain good appearances, connect positively with consumers, and keep credibility up. Here are some PR and social media blunders by alcoholic beverage companies:

 

http://www.thedrinksbusiness.com/2013/07/the-biggest-pr-and-social-media-mishaps/

 

 

Maker’s Mark gets my vote for handling their situation the best. They listened to their customers and thanked them for being so involved and caring about their brand, and they returned the bourbon to its original ABV:

 

“Since we announced our decision last week to reduce the alcohol content (ABV) of Maker’s Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.

 

You spoke. We listened. And we’re sincerely sorry we let you down.”

 

Lastly, whether you’re famous or just a regular person with a Twitter account, it’s always important to be conscious of what you’re posting on Twitter. Your PERSONAL BRAND can be compromised within a minute of posting something you’ll regret, regardless if the tweet is removed or not. Don’t compromise yourself and BY ALL MEANS refrain from turning into a crazy Twitter-user like this:

 

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Amanda Bynes’ Twitter feuds (because you know you want to read them):

 

 

http://www.sheknows.com/entertainment/articles/1006327/amanda-bynes-twitter-feuds

 

 

 

Vodka Martini Shaken not Stirred… or a Heineken?

Twitter: Sonja Shayegh (@sshayegh)

LinkedIn: Sonja Shayegh

Whether we notice them or not, nearly every film or show in this day and age is full of product placements. They can range from a subtle shot of a pair of Nikes to a bold statement of a brand new Audi speeding down the freeway. Marketers have become more and more inclined to embed their brands in films/shows because it is often a form of entertainment that their consumers enjoy. Thus, that consumer would associate their brand with the enjoyment they felt. However, with so many marketers trying to expose and promote their brand through these established media vehicles, it begs the question, how far is too far? At what point does the product placement detract from the movie itself and become a source of negative conversation among audiences?

This question was tackled head on in 2012 with the release of the most recent James Bond movie, Skyfall. For decades now, audiences around the world have come to know James Bond for his signature “shaken not stirred” martini. However, in promos leading up to the new movie and in the film itself, Bond is seen reaching for a Heineken rather than his trademark martini. After signing an alleged $45M product placement deal, Heineken quickly became Bond’s drink of choice, which clearly became a source of criticism among avid fans.

SkyfallHeineken

When it comes to product placement, it is important that they are done subtly and tastefully or else it can take away from the movie and break the reality. In this particular case, moviegoers felt that such a bold statement compromised the integrity of the character and the years of tradition. Furthermore, another factor affecting this product placement was the authenticity; it did not appear genuine and natural for James Bond to order a Heineken, which could have been the first mistake marketers made.

However, creators and actors of the film defended this deal saying that it is product placements like this that allow a big budget film like this to be made.  The fact of the matter remains – it costs money to make the movie, and it definitely costs money to promote it. With a big deal like this, the filmmakers were able to do both.

This particular example of product placement, and many others like it, definitely question whether or not there is in fact a line that marketers should not cross when it comes to embedding there brand in particular media vehicles. On one hand, I completely understand that the movie needs to get their budget from somewhere and they would have been insane to turn down such a massive deal. On the other hand, the avid 007 fan in me absolutely detests the change from the martini to beer. While it may not be logical, it is definitely something that marketers have to consider when deciding where exactly is the best outlet to place there product and what will be most beneficial for there brand as whole.

Sources:

http://www.dailymail.co.uk/news/article-2210665/Vodka-Martini-James-No-thanks-mines-Heineken–just-28m-worth-product-tie-ins-Skyfall.html

http://www.nypost.com/p/pagesix/daniel_craig_calls_james_bond_heineken_XFg1Wqr7uwborE2Gv60MJN

 

Group 1 Twitter Conversation Summary

Group members: Jitao Wu, Xiaolong Chen, Yang Yu, Qi Wu

On Tuesday July 30th, our group conducted a Twitter conversation about “Event Sponsorship” which is the topic of our presentation, for class. To prepare for this presentation, we have done a lot of research on how companies sponsor different events, how much money they need to spend, and what benefits the event will bring to the companies. We get a lot of really solid data and statistics to back up our point. To us, the event sponsorship is truely a interesting topic because we all have some sort of experience to it. It it good to see that our classmates really provide many good ideas to access the benefits of event sponsorships and I think that in real world, some of them are used by many companies.

Guest Speaker:

Craig Pintens who is the guest speaker came to our class shared about “How the University of Oregon Athletic Department Uses Social Media”. Craig Pintens serves as the Senior Associate Athletic Director/Marketing & Public Relations at the University of Oregon. He has capitalized on the social media boom of the past few years by diving headfirst into the Twitter and Facebook scene. According to the athletic department, the Oregon Ducks Facebook page ranks seventh in “likes” of all NCAA team pages, and the department’s webpage has seen an average increase of traffic of 89 percent per year since 2008. Their current project is the Quack Cave, a social media command center decked out for the digital age and located at the west end of Autzen Stadium. Designed by students, for students, the Quack Cave will serve as the watchdog program of all social media surrounding the Oregon Ducks.

Here is an outline of the speech:

  • The National Brand

    • Quest to become the national brand

      • Michigan was the national brand

      • Flrida Stare had a chance

  • Communications

    • Branading -Who are we?& How do we accomplish our goals?

    • Telling Stories

    • Customer Service

  • Campus

    • From porch cliche

    • Curb Appeal

    • Speed Limit

  • Social Media Philosophy

    • How do you staff ?

Example:QuackCave

  • NationalBrand = PersonalBrand

    • the case of Will Hill

    • YourBrand=Your School’s brand

In order to provide a deeper insight into what he was talking about, Pintens talked to the class about how University of Oregon Athletic Department Uses Social Media, he provided sevral examples. the first example is “Chip Kelly Departure”, Not long after Kelly was introduced as the Philadelphia Eagles’ new head coach on Thursday, multiple outlets reported that defensive line coach Jerry Azzinaro will join Kelly in the same position with the Eagles. The second example is “Social media corrections”, and also the case of Will HILL. Finally He answered some well thought out questions by the students before class was dismissed.  Overall it was a great class, with a great guest speaker, who led a great discussion.

Conclusion:

The thing we have learnt from our classmates’ tweets is that there are many possible ways to evaluate the result of the sponsorship. It is really upto the company to decide which one they choose based on their objectives. This is just another way of saying that event sponsorships does exist in various forms. However, it is a very important market that many companies are heatedly compete with each other to be the exclusive sponsor in many events. Also, this market seems to grow constantly.

From the guest speaker Craig Pintens, we have learnt how the social media could help a business to manage their brand and information. Quack Cave is truely a great thing to have here at UO because of the college tradition and spirit. From the presentation, we have learnt the changes that social media has brought to the Ducks. This is a completely new way of managing information flow and connecting with the fans from university’s perspective. He has also talked about the things that need to do and do not do on social medias through couple examples which our group has found very helpful. In conclusion, social media is the trend for college to release information, controll information, showcase the barnd and connect with the fans.

As all this took place, the class did an excellent job of tweeting along with guest speaker and our discussion topics.  Here is a look of what was covered on Twitter:

kiki ‏‪@KikiWuqi

What is a successful event sponsorship?check out this video Sensation South Africa, presented by Samsung: ‪http://youtu.be/wtD6lh23ufc  ‪#mktg420tr

Yang Yu ‏‪@Will_YangYu

‪#MKTG420TR Which brand and event do u think is heavily tied to each other? Please share your thoughts using ‪#group1

Orzlol ‏‪@JackOrzlol

‪#mktg420tr ‪#group1 hey guys, we are group 1 and we r gonna do the presentation about event sponsorship check this out ‪http://m.youtube.com/watch?v=vETHRtj_SLQ …

 Reese Jones ‏‪@ReeseAJones

I’m not sure what is going on in this video, but it’s kinda cool ‪#mktg420tr

 Chengqi Yang ‏‪@ycq321

Nice presentation by group 1, BTW, the video is pretty cool ‪#mktg420tr

 Reese Jones ‏‪@ReeseAJones

With fewer people watching the Olympics on primetime, I wonder if sponsorships will decline ‪#mktg420tr

 Hao He ‏‪@HaoHhe

‪#MKGT420TR Adidas sponsored $106 million to Olympic games, and I am wondering how much Nike sponsored?

 kiki ‏‪@KikiWuqi

‪@HaoHhe Adidas had the exclusive right as sponsor of the London Olympics in terms of Sporting Goods. Nike cant sponsor Olympics for this

Hailey Keating ‏‪@HailzKeats

If Adidas spent that much Sponsoring the Olympics I wonder how much Visa spent ‪#mktg420tr

Reese Jones ‏‪@ReeseAJones

Demographics of viewers is another way ‪#group1 ‪#mktg420tr

 Jen Edwards ‏‪@UO_JenE

I wonder if Samsung’s sponsorship of Sensation includes free tickets…I would give up my iPhone for a month to go to that! ‪#mktg430tr

 xiaolong ‏‪@vsvm369

Are there any other ways to evaluate the result of sponsorship?‪#group1 ‪#mktg420tr ‪http://powersponsorship.com/how-do-sponsors-evaluate-sponsorship-proposals/ …

 xiaolong ‏‪@vsvm369

‪@HailzKeats maybe less, cause Adidas exist everywhere