Documente Academic
Documente Profesional
Documente Cultură
Marketing 3360
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Key elements:
1. Buying influences
A. Economic
B. User
C. Technical
D. Coach . . . Your coach!
Key elements:
2. Red Flags/Leverage from Strength
A. Red Flags = warnings
B. Leverage from Strength =
differentiate from competition
Key elements:
3. Response modes
A. Growth
B. Trouble
C. Even keel
D. Overconfident
Key elements:
4. Win-results
A. Win-Win
B. Win-Lose
C. Lose-Win
D. Lose-Lose
Key elements:
5. The Ideal Customer Profile
A. Anticipate problems
B. Analyze good customers
C. Be real!
Key elements:
6. The Sales Funnel
A. Continual prospecting
B. Maximize use of time
C. Work allocation:
What to do, when.
Chapter 5
Key Element 1:
Buying Influences
Positioning yourself with the people playing
buying Influencer roles.
1. Understand four Buying Influences.
2. Identify key players in each role.
3. Insure that each player is covered.
The Coach
Criteria of a coach:
1. You have credibility with the person.
2. Coach has credibility with the Buying
Influences for your single sales
objective.
3. The coach wants your solution.
Chapter 6
Key Element 2:
Red Flags/Leverage from Strength
Warnings
Opportunities
Chapter 7
Chapter 8
Key Element 3:
Four Response Modes
People buy when, and only when, they
perceive a discrepancy between
reality and their desired results.
Chapter 9
Chapter 10
Key Element 4:
Win-results
Key terms of the Win-results concept:
Selling - Interactive process based on benefit.
Product - Whatever you are selling.
Process - Series of activities.
Result - Measurable impact of product on your
customer.
Win - Fulfillment of a subjective promise.
Win-result - Business result giving Buying
Influences a subjective, personal win.
Wins Results
Companies get Results, people Win.
Results:
Wins:
1. Impact product on
business process.
2. Tangible,
measurable,
quantifiable.
3. Corporate.
1. Fulfillment of
promise made to
oneself.
2. Intangible, not
measurable or
quantifiable.
3. Personal
Summary of Win-results
Product leads to improved process
producing results and persons win.
Understand how buying influences win.
Connect your proposal to buying
influences self-interest.
Use a coach to focus on buying influences
results and how they win.
Win-win conclusion
Chapter 11
Remember:
Manage every one of the sales
objectives to a Win-Win with all Buying
Influences!
How Economic Buying Influences are
different from User or Technical buyer:
More difficult to identify.
More difficult to reach . . . Physically and
psychologically.
Solving Problem 2:
Handling the block: Three methods.
1. Show blocker how to win.
2. Go around the blocker.
3. Go along with the blocker.
Solving Problem 3:
Solution:
Have a valid business reason for contacting
the Economic Buying Influence.
Be prepared!
Know what the person doesnt want.
Understand the concept, as in Conceptual
Selling.
Establish credibility.
Like-rankpeerselling.
Advertise past successes.
Executive briefing.
Bring in a guru
Keep in touch
Chapter 12
The Coach:
Your prime information source.
Your coach can:
Help you find the players.
Identify strengths and red flags in your
position/proposition.
Help you understand perceptions and response
modes (Growth, Trouble, Even Keel and
Overconfidence)
Help you understand how to develop a WinWin result.
Coaching Criteria
1. Your credibility.
2. Coachs credibility.
3. Desiring your success.
Final Test
Chapter 13
Lack of differentiation
Increased savviness in market
Rise in different types of competition
Obsession with the other guy
A good offense
Non-methods
Tricky Cases
1.
2.
3.
4.
Chapter 14
Key Element 5:
Ideal Customer
Focus on Win-Win!
Chapter 15
Chapter 16
Chapter 17
Key Element 6:
The Sales Funnel
Four Parts of the Funnel:
1. Prospect
2. Qualify
3. Cover the bases
4. Close the order
Note: Work smart!
Preliminary tips:
Use of the Sales Funnel:
Chapter 18
Setting priorities:
Dealing with the roller coaster effect.
1. Do closing work on Best Few objectives.
2. Prospect a narrow universe.
3. Qualify your Above the Funnel objectives
4. Work the objectives in the Funnel.
Great advise: Every time you close something,
prospect or qualify something else.
Allocating time:
Key success factors:
1. Number and type of tasks.
2. Difficulty and amount of work required.
3. Amount of revenue involved.
4. Account potentialLTV.
5. Accommodation of buying cycles.
6. Product-mix quotascontinuous
reassessment.
Chapter 19
Action Plan
The bridge between theory and practice
emphasis is on practical planning.
Each action that you list as part of your Action
Plan should capitalize on a Strength, eliminate
or reduce the impact of a Red Flag, or do both.
Logical
Urgent
Do-able
Chapter 20
Long-form analysis:
When its needed:
1. Youve inherited an account.
2. A high-dollar account is involved.
3. Tough competitive battle.
4. Competition is unknown.
5. A new market is involved.
6. Youre stuck in the Sales Funnel.
7. Essential information is lacking.
Short-form analysis I: