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21 st Century Sales and Marketing 1 © Roger Stone, Ian Parker Mayfield Business Group 2010 Ian Parker Roger Stone

21st century sales & marketing

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Page 1: 21st century sales & marketing

21st Century Sales and Marketing

1© Roger Stone, Ian Parker

Mayfield Business Group 2010

Ian Parker

Roger Stone

Page 2: 21st century sales & marketing

Objectives

• Appreciate the key elements of sales and marketing

• Know about new ways of working and some important

new tools

• Understand how to use some new tools to benefit your

business

Within the available time, we will aim to focus on the

elements that you consider important

2© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 3: 21st century sales & marketing

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4© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 5: 21st century sales & marketing

What topics do you want to

cover?

5© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 6: 21st century sales & marketing

Buyers & Sellers

Need

Who is

selling?

Who to

choose?

When to buy

Finding Targets

Prospecting

Bra

ndin

g

Closing

Retention

Development

6© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 7: 21st century sales & marketing

Purchase process

Need

Who is

selling?

Who to

choose?

When to buy

•Pain

•Opportunity

•Education

•Persuasion

•Awareness•Research

•Trade Assn.

•Mailings•Trade Shows•High Streets

•Price•Convenience

•Service

•Reputation•Prestige

•Relationship

•Urgent

•Planned

•Deadline

•Discretionary

7© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 8: 21st century sales & marketing

Finding Targets

Prospecting

Branding

Closing

•Referrals•Research

•Cold Calling

•Trade Assn.•Lists

•Trade Show

•List mgmt.•Referrals

•Cold Calling

•Networking•Mailings / Adverts

•Trade Shows

•Messaging•News Releases•Case Studies

•White Papers•Adverts

•Sponsorship

•Offers•Negotiation•Contracts

•Cash Collections•Referrals

•Recommendations

Retention•80/20 Rule

•Contact•Warranty

•Support•Service•Surveys

Development•Analysis•Contact

•Cross Selling

•Loyalty schemes•Surveys

Sales process

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Page 9: 21st century sales & marketing

Cold calling

• Numbers game

• Do research

• Pitch the M.A.N.

• Take something from each call

9© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 10: 21st century sales & marketing

Networking

• Breakfast meetings

• Business-focused meetings

• Trade shows

• Other businesses

10© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 11: 21st century sales & marketing

Referrals

• Why?

• When?

• What?

11© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 12: 21st century sales & marketing

Database management

• Plan

• Track

• Record

• Keep in touch

• CRM systems

12© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 13: 21st century sales & marketing

CRM system – Integrating email, database and calendar(example shows Goldmine from FrontRange solutions)

Page 14: 21st century sales & marketing

Mobile tools

• Responsiveness – switching off, setting expectations

• Calling prospects on their mobiles

• Email on phones

• Text systems

14© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 15: 21st century sales & marketing

Secret of Success

Database Management

+

Cold Calling

+

Email

15© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 16: 21st century sales & marketing

New tools for purchasers

Need

Who is selling?

Who to

choose?

When to buy

•Browsing

•Social Media

•Online search

•Social Media

•Online info

•Alerts

•Websites•Online search•Social media

•Online reviews•Comparison sites

•Location tools

•Email / texts

•Websites

•Social media

•Comparison sites

16© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 17: 21st century sales & marketing

Finding Targets

Prospecting

Branding

Closing

•Online directories•Online search

•Email lists

•Mobile phone lists•Events

•CRM software•Websites / SEO

•Emails

•Online adverts•Location tools

•Events•Blogs

•Online advice• Websites / SEO

•Social media•Online adverts

•Event•Online adverts•Emails / texts

•SEO

•Barcodes•Ecommerce

•Online presentations

Retention•Spreadsheets•Emails / texts•Social media

•Online discussions•Survey software•Online service

Development•Spreadsheets•Emails / texts•Social media

•Online discussions•Multimedia

•Survey software

New sales tools

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Page 18: 21st century sales & marketing

New tools

• Affordable

• Work together

• Dialogue

• Always on

• Rich media

18© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 19: 21st century sales & marketing

Search

• Google

• YouTube

• Bing / Yahoo! / Facebook

• Specialist

– kids, government, business, science, archive, arts, …

19© Roger Stone, Ian Parker

Mayfield Business Group 2010

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Social Media

• Online and mobile

• Share, comment, recommend

• Groups

• Listen and respond

• Interests, age, location, activity

• Facebook, Twitter, LinkedIn,YouTube, MySpace,

Bebo, Friends Reunited, …

24© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 25: 21st century sales & marketing

Facebook

• 500M users

– 20M in the UK

• Build up friends, share, comment, respond

• Pages

– Businesses

– Societies

• Groups

• Build up followers, conversations

25© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 26: 21st century sales & marketing

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Reach 215 people interested in Mayfield High StreetAdverts targeted by age, location, interests

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LinkedIn

• Network for professionals

• 80 million members

– 4 million in the UK

• Build your network

• Join groups

• Find people

• Get introduced

• Ask questions / find answers

• Post / find jobs

28© Roger Stone, Ian Parker

Mayfield Business Group 2010

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Mavens

• Find

• Follow

• Engage

32© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 33: 21st century sales & marketing

Making a Name for Yourself

• Website

• Recommendations, case studies

• Fact sheets, white papers

• Blog

• Answers

• Conversations

• Press releases

• Videos, photos, music, maps

33© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 34: 21st century sales & marketing

High traffic level

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Making a Name for Yourself

• Regularity

• Added value

• Niche

• Portal

• Integration

Email Website

Face-book

Twitter

37© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 38: 21st century sales & marketing

What’s so new about email?

• Images

• Personalised

• Contact software

• Links

• Subscribe/unsubscribe

BUT STILL

• Difficult to track

38© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 39: 21st century sales & marketing

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Example of email campaign statistics using Constant Contact

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Example email campaign management pricing from Constant Contact

Page 42: 21st century sales & marketing

Online presentations

• VOIP : computer as telephone

– Skype, dedicated systems

• Webcam

• Screen sharing

– GoToMeeting, WebEx

• File sending / sharing

42© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 43: 21st century sales & marketing

Putting into Practice

• Determine objectives

• Decide budget

– Time

– Money

– Trade-off

• Consistency

• Interaction

43© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 44: 21st century sales & marketing

Review of Objectives

• Appreciate the key elements of sales and marketing

• Know about new ways of working and some important

new tools

• Understand how to use some new tools to benefit your

business

44© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 45: 21st century sales & marketing

Any other questions ?

45© Roger Stone, Ian Parker

Mayfield Business Group 2010

Page 46: 21st century sales & marketing

Thank you

Ian Parker

Roger Stone

46© Roger Stone, Ian Parker

Mayfield Business Group 2010