Marketing&selling

Golden Rules of Selling skills Dr.Elsayed fathy ‫القواعد الذهبية في المهارات البيعية‬ ‫ السيد فتحي‬/ ‫الدكتور‬

Golden Rules of Selling Skills

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Learning Objectives ✔ What the difference between ✔ ✔ ✔ ✔ ✔ ✔ ✔

Marketing & selling ? Facts about selling process 7 roles of salesman Advantages & drawback of this job Types of salesman Titles of salesman Criteria of Medical rep. Communication skills

Golden Rules of Selling Skills

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Learning Objectives ✔ Define the terms advertising, personal

selling, sales promotion, public relations and publicity ✔ Explore into the 3 stages of selling ✔ Define the term promotional mix. ✔ List the five elements of the promotional mix. ✔ List the advantages and disadvantages of each of the four promotional mix elements ✔ List the principal goals of promotion. What is personal selling? ✔Golden Rules of Selling Skills 3 Golden Rules of Selling Skills

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‫‪Learning Objectives‬‬ ‫مراحل التسويق وكيف نشأ؟‬

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‫حقائق عن مهنة البيع‬ ‫مهارة حفظ أسماء العملء من الزيارة‬ ‫الولى كيف ؟‬ ‫قاعدة باريتو ‪20/80‬؟‬ ‫هرم ماسلو‬ ‫ماهو السوق ؟‬ ‫تعريف التسويق‬ ‫عملية البيع‬ ‫خطوات عملية البيع‬ ‫المزيج التسويقي‬ ‫والقوة‬ ‫الفرق بين الحاجه‬ ‫‪Golden Rules‬‬ ‫والرغبة‪of Selling‬‬ ‫‪Skills‬‬

Golden selling skills rules

Marketing Evolutions

What the difference between Marketing & selling ?

4 p’s

Golden Rules of Selling Skills

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Three Marketing Evolution • Product approach 1850- 1900

• Selling approach 1900 – 1950

• Customer approach 1950-2008 Golden Rules of Selling Skills

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Three Marketing Concepts

‫مفاهيـم التسـويق الثـلثة‬

• Product approach 1850- 1900

• Selling approach 1900 – 1950

• Customer approach

‫الس لوب الموجه‬ ‫نحو المنتج‬



‫الس لوب الموجه‬ ‫نحو البيع‬

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‫الس لوب الموجه‬ ‫نحو العميل‬

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1950-2008 Golden Rules of Selling Skills

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‫‪Product Approach‬‬

‫‪‬‬

‫‪‬‬ ‫‪‬‬

‫‪‬‬

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‫يركز على المنتج وعملية‬ ‫النتاج أكثر من تركيزه على‬ ‫التسويق؛‬ ‫يفترض أن المنتج عالي الجودة‬ ‫يبيع نفسه؛‬ ‫يكون مفيدا عندما يزيد الطلب‬ ‫على المنتج عن العرض‪،‬‬ ‫وعندما تكون تكلفة إنتاج المنتج‬ ‫مرتفعة ويؤدي تحسن النتاجية‬ ‫أو زيادة حجم النتاج إلى‬ ‫خفض هذه التكلفة؛‬ ‫لم يثبت في معظم الحالت‬ ‫نجاح هذا السلوب في‬ ‫التسويق‪.‬‬

‫السلوب الموجه نحو المنتج‬ ‫‪• Focuses on‬‬

‫‪product and‬‬ ‫‪production more‬‬ ‫‪than marketing‬‬ ‫‪• Assumes that a‬‬ ‫‪good product will‬‬ ‫‪sell itself‬‬ ‫‪• Useful when‬‬ ‫‪demand exceeds‬‬ ‫‪its supply, and‬‬ ‫‪when product is‬‬ ‫‪expensive to‬‬ ‫‪produce and‬‬ ‫‪improved‬‬ ‫‪Golden Rules of Selling Skills‬‬ ‫‪productivity or‬‬

‫‪Selling Approach‬‬

‫‪o‬‬ ‫‪o‬‬

‫‪o‬‬

‫‪o‬‬

‫‪o‬‬

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‫يركز على البيع؛‬ ‫يفترض أن فريق المبيعات‬ ‫الناجح سوف يبيع أي منتج‬ ‫تنتجه الشركة؛‬ ‫يفترض أن العملء سوف‬ ‫يكونون راضين عن مشترياتهم‬ ‫(فرض ضعيف‪ ،‬لماذا؟)؛‬ ‫يكون مفيدا في حالة المنتجات‬ ‫التي ل يفكر العملء عادة في‬ ‫شرائها‪ ،‬أو عندما يزيد النتاج‬ ‫عن الطلب؛‬ ‫لم يثبت أيضا نجاح هذا‬ ‫السلوب في التسويق‪.‬‬

‫السلوب الموجه نحو البيع‬ ‫‪• Focuses on selling‬‬ ‫‪• Assumes that a‬‬

‫‪good sales team‬‬ ‫‪will sell whatever‬‬ ‫‪they produce‬‬ ‫‪• Assumes that‬‬ ‫‪customers will like‬‬ ‫‪what they buy‬‬ ‫‪(poor assumption ，‬‬ ‫)?‪why‬‬ ‫‪• Useful for products‬‬ ‫‪customers do not‬‬ ‫‪normally consider‬‬ ‫‪Golden Rules ofbuying,‬‬ ‫‪Selling Skills or when‬‬

Customer Approach

‫السلوب الموجه نحو العميل‬ • Focuses on

fulfilling customers’ needs • Aligning marketing effort to satisfy customers • Profit is considered as a result of customer satisfaction • Focuses on building long-term relationships with Golden Rules of Selling Skills customers

‫يركز على تلبية احتياجات‬ ‫العملء؛‬ ‫يوجه جهود التسويق نحو‬ ‫إرضاء العملء؛‬ ‫يتحقق الربح نتيجة لرضاء‬ ‫العميل؛‬ ‫يركز على إقامة علقات‬ ‫طويلة المدى بالعملء؛‬ ‫يهدف إلى تحقيق نمو‬ .‫متواصل في حجم العمال‬

    

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• • • • •

4 Elements for New Business Money Man power ( human resource ) Production Marketing

Golden Rules of Selling Skills

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,MONEY HUMAN RESOURCE PRODUCTION

Golden Rules of Selling Skills

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‫ دور التسويق‬MARKETING Golden Rules of Selling Skills

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Turning Suspects Into Bona (true) Prospects ‫العميل‬ ‫اليجابي‬ • Identify MAD Customers – Money to Buy ( Purchasing Power ) ( p.p. )

– Authority to Buy ( Decision making ) – Desire to Buy ( Need )

Qualified Customer Golden Rules of Selling Skills

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‫ما هو الســوق؟‬ ‫السوق هو مجموعة من المشترين الحاليين “‪‬‬

‫والمرتقبين الذين لديهم حاجات أو رغبات غير‬ ‫مشبعة ولديهم القدرة والرغبة فى الشراء‬ ‫والذين يمكن خدمتهم واشباعهم من جانب‬ ‫المنشأة “‬

‫رغبة فعليــــــة‪‬‬ ‫قدرة شرائية‪‬‬ ‫‪15‬‬

‫سلطة اتخاذ القرار الشرائى ‪‬‬

‫‪Golden Rules of Selling Skills‬‬

• Explain the difference between a customer’s needs, wants, and demands ?? •Need ‫ الحاجه‬, Want ‫ الرغبة‬, Demand ‫? طلباته‬

Golden Rules of Selling Skills

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Golden Rules of Selling Skills

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Theory of Abraham Maslow

• The basic human needs, according to Maslow,

• • Golden Rules

are: – physiological needs (Lowest need) as hunger,thirt, sleep.etc – safety needs; as security,protection from danger. – love needs; as belonging, love,frindship. – esteem needs; as self respect,status recognation – self-actualization needs (Highest)is achieved by few as Nageeb Mahfowz self actualised as the first arabic person to win the Nobel Prize for stories in 1988. unsatisfied needs equal motivator when one need is satisfied he aspires for the of Sellinghigher Skills 18 next one.

Wants ‫الرغبـات‬

• “Wants” are

those things that people in a specific region believe will satisfy a need ‫الجـوع‬ Hunger

Golden Rules of Selling Skills

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Golden Rules of Selling Skills

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Needs, Wants and Demands? •

Needs: state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i.e. I am hungry.

•

Wants: form that a human need takes as shaped by culture and individual personality. i.e. I want a hamburger, Golden Rules of Selling Skills

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• Need & want people • Demand services

refers to refers to goods&

‫الطلبات هي ”رغبات“ مدعومة بقوة شرائية‬ Golden Rules of Selling Skills

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20% don’t have need 20% don’t have Authority 30% don’t have p.p. • U have to discover need & focus on Want

Golden Rules of Selling Skills

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‫إحصائية تهمك‬ ‫تشير الدراسات الى أنه من بين كل (‪ )10‬أفراد من العملء‬ ‫‪:‬المتوقعين يوجد‬ ‫‪.‬ل يمتلكون الرغبة فى الشراء (‪)2‬‬ ‫‪.‬ل يمتلكون القدرة على الشراء (‪)3‬‬ ‫‪.‬ل يمتلكون السلطة الكافية للشراء (‪)2‬‬

‫ويعني ذلك أن نحو ‪ %70-65‬من المكالمات أو التصالت‬ ‫‪24‬‬

‫‪.‬البيعية تتم مع شخصيات غير مستهدفة‬

‫‪Golden Rules of Selling Skills‬‬

Golden Rules of Selling Skills

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Competitive Advantage ( why to change) • Someone can copy your business strategy • Someone can copy your product • Someone can copy your manufacturing capabilities

• Someone can copy your market access No one can copy your knowledge and relations with your customers Golden Rules of Selling Skills

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The Four Ps of the Marketing Mix Product

Place

C Price

Golden Rules of Selling Skills

Promotion

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Definition of Marketing

•Marketing is the total system

of business activities designed to plan, price, promote, and distribute want-satisfying goods , services, and ideas ( products ) to target markets in order to achieve organizational objectives

Golden Rules of Selling Skills

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What is Marketing? American Marketing Association Definition Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

Golden Rules of Selling Skills

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Definitions of Marketing

‘Marketing is the management process that identifies, and satisfies customer requirements profitably’ The chartered institute of marketing

Golden Rules of Selling Skills

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The Marketing Concept: Satisfy customer needs and wants AND Make a profit Golden Rules of Selling Skills

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Product, in the Right Place, at the Right Time, and at the Right Price’ Golden Rules of Selling Skills

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‘Marketing Is the Human Activity Directed at Satisfying Human Needs and Wants Through an Exchange Process’ Golden Rules of Selling Skills

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‫ما هو التسويق ؟‬ ‫‪ ‬النشاط الذى يحكم التدفق القتصادى للسلع والخدمات للمستهلكين‬ ‫‪‬النشاط الخاص بتسعير وترويج السلع والخدمات والفكار التى‬ ‫تسعى الى اشباع رغبات الفراد والمنشآت‬ ‫‪ ‬الجهود التى يبذلها الفراد والجماعات فى اطار ادارى واجتماعى‬ ‫معين للحصول على حاجاتهم ورغباتهم من خلل ايجاد وتبادل‬ ‫المنتجات والقيم مع الخرين‬ ‫‪‬هو عملية خلق وانتاج مستحضر وتسعيرة وترويجه وتوزيعه‬ ‫لشباع حاجة المستهلك وتحقيق ربحية للشركة في بيئة متغيرة‬ ‫‪34‬‬

‫‪Golden Rules of Selling Skills‬‬

Golden Rules of Selling Skills

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The 4Ps of Marketing Mix

Product

Place

Golden Rules of Selling Skills

Price

Promotion

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Strategy Decision Areas Organized by the Four Ps Product

Place

Promotion

Price

Physical Goods Service Features Quality Level Accessories Warranty Product Lines Packaging Branding

Objectives Channel Type Market Exposure Kinds and Locations of Stores How to Handle Transporting and Storing

Objectives Salespeople Kind Number Selection Training Motivation Advertising Targets Kinds of Ads Media Type

Objectives Flexibility Discounts Allowances

Sales Promotion Publicity

Golden Rules of Selling Skills

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Marketing Mix Product

Price

People Marketing

mix

Physical evidence

Process

Golden Rules of Selling Skills

Place

Promotion

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SERVICES MARKETING MIX ) 7 p’s(:

➫Product ➫Price ➫Promotion ➫Place ➫People in Services ➫Physical Evidence in

Services Golden Rules of Selling Skills ➫Process in Services

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Promotion • communication of information • influence the buyer

Golden Rules of Selling Skills

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Three Principal Goals of Promotion

■To inform. ■To persuade. ■To remind. Golden Rules of Selling Skills

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Promotional objectives • To support sales increases • To encourage trial • To create awareness • To inform about a feature or

benefit • To remind • To reassure • To create an image Golden Rules of Selling Skills attitudes modify • To

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Four Promotional Mix Elements Communications and the Promotional Mix

■Advertising ■Personal selling (sales) ■Public relations and publicity ■Sales promotion Golden Rules of Selling Skills

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Factors that Affect the Promotional Mix

 Target markets  Marketing objectives  Competition and promotional 

practices Promotional budget available

Golden Rules of Selling Skills

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Mass Selling • communicating with large numbers of potential customers • “non”-personal selling • used when the target market is large and dispersed •Advertising is a form of Mass Selling :Advertising Any paid form of non-personal ( communication ) presentation of ideas, goods, or services by an identified sponsor. ( the main form of mass selling ) eg. TV commercial Golden Rules of Selling Skills

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Definitions of Individual Promotional Mix Elements Personal selling: ■Oral conversations, either by telephone or face-to-face, between sales persons and prospective customers.

Golden Rules of Selling Skills

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Definitions of Individual Promotional Mix Elements Sales promotion: ■Approaches other than advertising, personal selling, and public relations and publicity where customers are given a short-term inducement to make an immediate purchase. Golden Rules of Selling Skills

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Definitions of Individual Promotional Mix Elements Public relations &Publicity: ■ All the activities that a hospitality and travel organization engages in to maintain or improve its relationship with other organizations and individuals. ■ One public relations technique that involves non-paid communication of information about an organization’s services.

Golden Rules of Selling Skills

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PROMOTION MIX • ADVERTISING • PUBLIC RELATION • SALES PROMOTION • PERSONAL SELLING

Golden Rules of Selling Skills

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What is Selling? Helping customers make satisfying buying decisions by communicating how products and their features match customers’ needs and wants. Golden Rules of Selling Skills

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Exchange process between sales man & customer

Golden Rules of Selling Skills

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What is Selling?



Art to persuade a person or a group of people to exchange money for something to may intend to buy goal directed-1 Persuasive -2 communication-3 ‫هو عملية مساع دة العميل على اتخاذ قرار شراء‬ … ‫ خدم ة ما‬/ ‫سلعة‬ ‫هوة علقة تبادلية بين البائع والمشتري من أجل‬ Golden Rules of Selling Skills ‫الحصول على المنتج او الخدمة مقابل الثمن‬

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S E L A S E H T IN S CLOSE S S THE SALE P CE E ST PRO OVERCOME N E OBJECTIONS V SE SATISFY THE NEED

MAKE INITIAL CONTACT PLAN THE INTERVIEW

Locate Customer Golden Rules of Selling Skills

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BUILD A LONG TERM

The difference in Marketing, and Selling Marketing Is.. • A way of doing business • Complete process • In everyone’s job description

Golden Rules of Selling Skills

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‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬ ‫•‬

‫التسويق والبيع‬ ‫البيع جزء من التسويق هوة مرحلة من مراحل التسويق‬ ‫التسويق يشمل كل مراحل النتاج البيع يشمل مرحلة ما بعد النتاج وهو تصريف ما تم‬ ‫إنتاجه فقط‪.‬‬ ‫كلمة تسويق أشمل وأعم وأوسع من كلمة البيع ويعتبر البيع وظيفة من وظائف التسويق‬ ‫التسويق الب والبيع هوة البن‬ ‫التسويق يتجه نحو اكتشاف رغبات واحتياجات المستهلكين وترجمتها الى سلع وخدمات‬ ‫تتاح لكبر عدد من المستهلكين‬ ‫البيع يركز على مبادلة السلع والخدمات بالنقود وتصريف المنتجات البيع وهوة جانب‬ ‫تنفيذي اتنشط بالدعايه بالعلن من الول‬ ‫كلمات تعكس معنى كل التسويق ) ) ‪Creation Marketing‬‬ ‫‪ :‬البيع ) ) ‪– Influence Selling‬‬ ‫التسويق ‪:‬أبحاث ‪ ،‬دراسات ‪ ،‬تخطيط ‪ ،‬تنفيذ ‪ ،‬إشراف ‪ ،‬مراجعة وتقييم ‪ ،‬تصويب‬ ‫البيع ‪:‬التخطيط ‪ ،‬التنفيذ ‪ ،‬الشراف ‪ ،‬جمع بيانات‬ ‫مدير التسويق هوة اللي بيرأس مدير البيع‬ ‫خطة التسويق بتكون خطة طويلة الجل وأكثر شموليه من خطة البيع وبتبقه شاملة كل‬ ‫أنشطة التسويق إنما البيع أكثر تفصيل وبيتركز على النشطة البيعيه‬ ‫التسويق هوة المخ هوة الفكر البيع تنفيذ هوة العضلت بتنفذ برنامج التسويق‬ ‫‪Golden‬معنى‬ ‫ليس له‬ ‫البيع من غير التسويق محدود الفاعليه والتسويق من غير البيع ل جدوى له‬ ‫‪Rules of Selling Skills‬‬ ‫‪55‬‬

‫‪Golden Rules of Selling‬‬ ‫‪skills‬‬ ‫القواعد الذهبية في المهارات البيعية‬ ‫الدكتور ‪ /‬السيد فتحي‬ ‫الجزء الول‬

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‫‪Golden Rules of Selling Skills‬‬