39 solutions gives valuable insights on sales and marketing

1. Success in
Sales & Marketing
Introduction and Overview on success in sales and
marketing

2. Congratulations.
You are going to die.

3. Congratulations. You are going to die
1. Every year is a game
2. The objective of game is to build up your
“Achievement CV” from Jan 1 to Dec 31.
3. How much difference can you make to yourself,
others, company? How much difference did you
make last year?
4. Forget about last year, its past, even if you did very
good or very bad
5. A New Year is about to start. So we have to start
with a New Beginning.

4. You are good.
That is already proven.
But being good is not enough.
Why are you here?

5. A. Begin with your Dream,
your Goal

6. Begin with your Dream, your Goal
1. What do you really want?
2. Aim for more. It is better to aim 100 and get
50, than to aim 10 and get 10.
3. No one will give to you your dream. You have
to get it yourself!
4. It’s never too late to start.
5. What price are you willing to pay to get your
dream?
6. Don’t let anyone look down on you.

7. B. Begin with your Attitude

8. Begin with your Attitude
• It is difficult to list down Good Attitudes. It is
easier to list down Bad Attitudes
– Complaining
– Openly criticizing
– Refuse to listen to advice
– Think you are the best
– Refuse to improve yourself
– Always think you are right, everyone else is
wrong
– Thinking that everyone owe you something

9. Begin with your Attitude
1. Be careful of the ‘us’ vs ‘them’ thinking.
2. Serve before expecting to be served
3. Have high standards for yourself
4. Never complain about how hard you work

10. C. Begin with your Habits

11. Begin with your Habits
1. Steps to Success…
– Your success depends on what you do.
– What you do depends on who you are.
– Who you are depends on Habits
2. What we do, say and think is 90% controlled
by habits.

12. Begin with your Habits
• Control your habits, and you can control
your Success.
• Failure is also because of habits.
• Develop the right Habits – SALES HABITS

13. D. Begin with Relationships

14. Managing your Relationships
Basics of Relationships
1. Why?
2. Good performance & skill won't get you very far.
You need others to succeed
3. Five Rules for Successful Relationships:
a. Be Yourself
b. Be of Value
c. Be Consistent
d. Be Truthful
e. Do What You Say

15. Managing your Relationships
Basics of Relationships
4. You cannot get people to listen to you if they don't
like you.
5. And if they don’t listen to you, you won’t
accomplish anything!
6. Relationships = Expectations.
7. You must know the expectations and manage those
expectations.

16. Managing your Relationships: People Skills
1. People are interested in themselves, not in you
2. What is the most interesting subject in the world to
them? THEMSELVES
3. Take four words out of your vocabulary: “I, me, my,
mine” and substitute for the most powerful word:
“YOU”
4. Remember that the more important you make
people feel, the more they will respond to you.
5. Avoid arguing.

17. Communication SF
LINA
Listen with interest and praise
make the person feel Important
use their Name
Ask questions

18. Personality SF
S + FH + C
Smile
Firm Handshake
Compliment

19. E. Begin with your Potential

20. 1. Grow up
2. Understand Yourself
3. Invest in Yourself
4. Eliminate “Cannot be Done”
5. “You are being observed all the time”
How to reach your maximum potential

21. 6. “Everything depends on Relationships”
7. Choose your close Friends
8. Serve
9. Control and use your Emotions
10.Discipline
How to reach your maximum potential

22. “You will be same person in
five years except for the
people you meet and the
books you read”
Charlie “Tremendous” Jones

23. Marketing. Why should I buy
from you?
Next Stop….The Art and Science of Creating Excuses to
Buy

24. “Cow don’t drink water,
cannot push cow head
down”
Chinese Proverb

25. Marketing vs. Sales
Marketing Sales
Target Customers Sell to Target
Customers
Create Message Deliver Message

26. Real Life Marketing Objective
“Get more people, to buy more things,
more frequently, at higher prices.”
Sergio Zyman
“Retention and Loyalty are useless if No
Conversion is happening.”

27. Philosophy
Loyalty is Useless…
• Virtual Consumption vs.
Real Consumption

28. Loyalty is misleading…
• Heavy Consumption ≠ Loyalty
• Loyalty ≠ Heavy Consumption
Philosophy

29. 1.Loyalty = Relationship (something like
Dating)
2.Loyalty ≠ Points
3.Loyalty ≠ Redemption
4.Loyalty = Get more people, to buy
more, more frequently, at higher prices
Philosophy

30. Marketing = War
• Two countries fighting for the same land.
• Zero sum game. It’s either theirs or ours.
• The sub goal is to get customers to:
–Switch from the competitor to us, OR
–to get non-customers to try our products.

31. Positioning
“Hope is not a strategy”
John Maxwell

32. Positioning
• For who? – Segmentation, Targeting
• Your Offer?
• Key Differentiator?
www.myCNI.com.my

33. Dilbert® on ‘Targeting’ Customers
Smart Dumb
Rich
Poor
No Start
No Goal!

34. Why ‘Target’?
• MAS vs. Air Asia
• McDonald’s vs. TGIF
• Starhill vs. Chee Cheong Kai
Save Time
Save Energy
Save Money

35. Typical Targeting
1. Demographic/Industry
segmentation
2. Income/Size segmentation

36. Demographic Segmentation - General
Veterans (Pre-Boomers)
1934-1945
Boomers
1945-1960
Gen X (Cusper, Buster)
1960 - 1980
Gen Y
(Millennials, Netster)
1980+

37. Demographic Segmentation - others
1. Women, Working Mothers
2. Youtube generation
3. Working retired
4. Social Activists
5. Work/Life balancers
6. Industry

38. Income Groups
Urban,
Affluent
Middle
Class
Poor,
Rural
Expensive, cutting
edge, private funds
Government priority,
high subsidy, rural
locations, cheap
No money for high-end,
no access to low-end

39. Target: Customer Types
1. Don’t know you
2. Know you, Buy from you
3. Know you, don’t buy from you
4. Know you, Hate you
You need to have a different strategy
for each of these types

40. Target: Customer Types
Buy From you
Loyal Swing Former
Opposition
Again: different type,
different strategy

41. Sample Strategies for ‘Swing’
• Increase switching costs
• Mega packages
• Community
• Reward programs
(Points)
• Membership
Subscription
• Email communication
• Newsletters
• Personalized alerts
• Survey
• Suggestion Box
• Switching Techniques
(e.g. Balance Transfer of
credit cards)

42. Target: Decision Chain
Influencer
Buyer
User
Again: different type,
different strategy

43. Target: Not Covered**
• Product (features)
• Pricing (how much to sell)
• Place (where to sell)
• Promotion (incentive to buy)

44. KEY MESSAGES
Who am I?
What do I offer?
Support?
End benefit(s)
Tagline:
In other words:
“Why should I
buy from you?”

45. MESSAGE: Basics & Differentiators
Segments
Targets
Targets
Basics
Different
iators

46. The Right Tools for the Job
Reach of Communication
Quality/Intensityof
Communication
Personal
(exp)
Personal
(info)
Impersonal
(info)
Individual Mass
Mass Traditional, In-home,
Out-Of-Home
Mass Unconventional
Mass Online

47. The Right Tools for the Job
Reach of Communication
Quality/Intensityof
Communication
Personal
(exp)
Personal
(info)
Impersonal
(info)
Individual Mass
Mass Targeted
Conventional
Mass Targeted Online

48. The Right Tools for the Job
Reach of Communication
Quality/Intensityof
Communication
Personal
(exp)
Personal
(info)
Impersonal
(info)
Individual Mass
Individual Targeted
Conventional
Individual Targeted Online
Contests
One-on-One

49. Summary of Marketing
Target
Message
Delivery Tool

50. Improve Sales. Kill the
Competition. Enjoy Life.
And now for….Laws, Tips and Techniques for Boosting Sales
Performance

51. What business are you in?
But first…
What are you selling?

52. Marketing vs. Sales
Marketing Sales
Target Customers Sell to Target
Customers
Create Message Deliver Message

53. Sales Mindset
1. If I don’t get it done, they will get someone
else to do it
2. Overall/Ultimate end-objective
3. Accountability
4. Positive persistence
5. Failure acceptance

54. Sales Mindset
6. Partnerships win – some else always wants
what you have and vice versa
7. Ready to Sacrifice
8. There are always people better than you
9. Learn, before you need it
10. There will always be jerks in your way

55. Universal Law
Law of the Ping-Pong Ball
a.k.a. Law of Cause and Effect

56. Law of ‘Averages’
1. Sales has always been a numbers game
2. 20/12/8/3
3. Go Wide, Dig Deep

57. Law of Averages in Action
• 20 contacts = 3 presentations
• 3 presentations = 1 sale
• 1 sale = RM120
• What is your sales statistic?
• RM120/sale, RM0/two others?
• RM6 per contact?

58. Law of Buy-in
1. People will always buy ‘You’ first, before they
buy the product
2. Respect, Credibility, Trust, Love/Hate

59. Law of Annoyance
1. Things our prospects and customers wish we wouldn’t do
that really annoys them:
– pushy.
– call too much.
– disrespectful of their time.
– keep calling if they say they’re not interested.
– appear not to understand them,
– don’t listen.
– don’t know about our own products/ services.
– rude, arrogant, or inattentive.
– vague or unclear.
– won’t take no for an answer.

60. Law of 24/7
1. In sales, there is no such thing as 9-to-5 job
2. Sales is a 24 hours, 7 days a week ‘life’
3. You never stop ‘selling’

61. Law of Q&A
1. No one likes to listen to ‘sales talk’
2. The more QUESTIONS you ask, the more
sales you get

62. Law of the Panadol
1. Creative solutions for customers will always
come from the ‘problems’
2. Sales is about ‘solving the problem’ not
selling the solution
3. Example: We do not sell Panadol. We sell
quick headache relief in 30 seconds.

63. Law of Momentum
1. Never aim for the Big Bang. There is no such
thing.
2. Achievement comes from building
momentum
3. “Start Small, Grow Fast, Make Money”

64. Law of Clarity
1. A confused prospect will never buy
2. Avoid ‘jargons’ and ‘features’ and ‘latest this
and that…’
3. Do not assume they understand you.

65. How not to talk to Retail External
Parties
“The holder [of a CAB certificate] may continue to serve
regularly any point named herein through the airport last
regularly used by the holder to serve such point prior to
the effective date of the certificate. Upon compliance
with such procedures relating thereto as may be
prescribed by the Board, the holder may, in addition to
the services hereinabove expressly prescribed, regularly
serve a point named herein through any airport
convenient thereto.”
Civil Aeronautics Board, 1977
www.myCNI.com.my www.OOBEY.com

66. How not to talk to Retail External
Parties
“It has been determined not to be in the public
interest that United Airlines continue to
provide air transportation services between
San Diego and San Antonio”
“I forbid United Airlines to fly between San
Diego and San Antonio”
www.myCNI.com.my www.OOBEY.com

67. Law of Powerpoint
1. Two major problems with people who
always use slides:
1. Do not know how to use them
2. Talking too much
2. DO NOT talk to the slides when presenting.
3. DO NOT fit many things into one page
4. DO NOT get fancy with slide transitions,
builds and other custom animations

68. Law of the 3-point Plan
1. List (A, B, C)
2. Plan
3. Convert (A, B, C)

69. Law of No ‘No’
1. Try not to get the prospect to say ‘No’
2. ‘Always use the Temperature Test
3. Some Trial Questions:
– "How does it sound so far?"
– "Does that make sense?"
– "Is this what you're looking for?"
– "What do you think?"
– "How close do you feel this comes to meeting
your needs?"

70. Law of Belief
1. Never assume they believe you
2. Tell them only as much as they’ll believe
3. Point out the disadvantages
4. Use precise numbers
5. If you have something to gain, let them
know
6. Use the power of the printed word
7. Let them know who else says so

71. Law of Comparison
• Comparison. When Others Are Doing It, You
Should, Too.
• We view a behavior as correct in a given
situation to the degree we see others
performing it

72. Law of Authority
• Authority. When the Source Is An Authority,
You Can Believe It.
• Humans by nature have a deep-seated sense
of duty to authority.

73. Law of Reciprocity
• Reciprocity. When Someone Gives You
Something, You Should Give Something Back.
• We should try to repay, in kind, what another
person has provided for us

74. Law of Consistency
• Commitment/Consistency. When You Take A
Stand, You Should Be Consistent.
• Once we make a choice or take a stand
(commitment), we will encounter personal
and interpersonal pressures to behave
consistently with that commitment
(consistency).
• Involvement and Buy-in

75. Law of Scarcity
• Scarcity. When It Is Rare, It Is Good
• Opportunities seem more valuable to us when
they are less available.
• Things that can be scare: time, money,
opportunity, physical

76. Law of Self Perception
• Self perception. We learn about ourselves by
observing our own behavior.
• If we observe ourselves doing some thing then
we reason that we must like the thing.

77. Door-in-the-face (DITF)
• Make a LARGE request, then when it is refused,
make a smaller (real) request
First Step Second Step
get No! (large request) get Yes! (real request)
• Why DITF works?
– Reciprocity.
– Contrast

78. Foot-in-the-door (FITD)
• First make a SMALL request, then when granted,
make a larger (real) request
First Step Second Step
get Yes! (small request) get Yes! (real request)
• Example: Blood Donation
• Why FITD works?
– Commitment/Consistency, Self perception, Contrast

79. Influence SF
PASSE
Praise and encourage
Ask questions
allow the person to Save Face
use SMART goals
Encourage small improvements

80. Tele Dynamics
1. What is the objective of a Telephone call?
2. To set up an appointment or another tele
call
3. Why? Productivity – do not waste time on
‘no use’ prospects
4. What NOT to do in tele calls: long, facts,
explain, Q&A, defend, objections
5. What to DO: create interest, next step

81. Tele Dynamics
What are the ‘next steps’ you should aim for?
1. Another Tele-call?
2. Face-to-face?
3. Email & Follow-up?
4. Refer to Next Person?
5. Detect interest?

82. Some Final Thoughts
And now to end…

83. Who are you really working for?

84. “What scares me more than
death?
It is that I lived, and died,
and I did not do anything
significant with my life.”

85. Endnote
The rest is up to you.