Target selling the breakthrough approach of today

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(c) copyright 2010 Dr
Wilfred Monteiro
www.synergymanager.n
et
T A R G E T
S E L L I N G ©

What is Selling ?
Selling is a process
of satisfying customer NEEDS
with product BENEFITS
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Wilfred Monteiro
et
Selling is a process
of satisfying customer NEEDS
with product BENEFITS

C o m p a r i n g V a r i o u s
G o - t o - M a r k e t A l t e r n a t i v e s
Advertising
Direct Mail
Internet
Telemarketing
Low Cost
per Exposure
Channel Partners
Social Media
Retailing
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Wilfred Monteiro
et
PERSONAL Selling
Effectiveness
Efficiency
High Revenue
per Exposure
Channel Partners
Multilevel Mktg
Surrogate Mktg
Retailing

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Wilfred Monteiro
et

Examples of Personal Selling
Retail selling
Field selling
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Wilfred Monteiro
et
Telemarketing
Inside selling
• 12 million people are engaged in personal
selling in the United States
• Represents about 10% of the work force

PostPost--transaction:transaction:
•• Reminder andReminder and
reassurancereassurance
Pre-transaction:
 Create recognition andCreate recognition and
info understandinginfo understanding
Pre-transaction:
Relative Importance of
Advertising and Personal Selling
AdvertisingAdvertising
PersonalPersonal
sellingselling
PersonalPersonal
sellingselling
Transaction:Transaction:
 PersuasionPersuasion
Transaction:Transaction:
 PersuasionPersuasion
Pre-transaction:
PersonalPersonal
sellingselling
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(c) copyright 2010 Dr Wilfred Monteiro
www.synergymanager.net

Characteristics of Personal Selling
Flexibility
• Adapt to situations
• Engage in dialog
 Can not reach mass
audience
 Expensive per
contact
 Numerous calls
needed to generate
sale
 Labor intensive
Con
Pro
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Wilfred Monteiro
et
Builds
Relationships
• Long term
• Assure buyers receive
appropriate services
• Solves customer’s problems
 Can not reach mass
audience
 Expensive per
contact
 Numerous calls
needed to generate
sale
 Labor intensive

ORDER
GETTERS
Current
customers
New
customers
ORDER
TAKERS
Inside Order Takers
(via mail,
telephone,
internet)
Outside Field Sales
SUPPORT
PERSONNEL
Missionary
Salespersons
Trade
Salespersons
Technical
Salespersons
Types of Salespersons
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Wilfred Monteiro
et
ORDER
GETTERS
Current
customers
New
customers
ORDER
TAKERS
Inside Order Takers
(via mail,
telephone,
internet)
Outside Field Sales
SUPPORT
PERSONNEL
Missionary
Salespersons
Trade
Salespersons
Technical
Salespersons

What is Personal Selling?
• Personal selling is a promotional method in which one
party (e.g., salesperson) uses skills and techniques for
building personal relationships with another party (e.g.,
those involved in a purchase decision) that results in
both parties obtaining value.
• In most cases the “value” for the salesperson is realized
through the financial rewards of the sale while the
customer’s “value” is realized from the benefits obtained
by consuming the product.
• However, getting a customer to purchase a product is not
always the objective of personal selling. For instance,
selling may be used for the purpose of simply delivering
information
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Wilfred Monteiro
et
• Personal selling is a promotional method in which one
party (e.g., salesperson) uses skills and techniques for
building personal relationships with another party (e.g.,
those involved in a purchase decision) that results in
both parties obtaining value.
• In most cases the “value” for the salesperson is realized
through the financial rewards of the sale while the
customer’s “value” is realized from the benefits obtained
by consuming the product.
• However, getting a customer to purchase a product is not
always the objective of personal selling. For instance,
selling may be used for the purpose of simply delivering
information

CUSTOMER:
What’s so different about
the car you sell?
HENRY FORD:
I sell IT…….!
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Wilfred Monteiro
et
CUSTOMER:
What’s so different about
the car you sell?
HENRY FORD:
I sell IT…….!

Ask any sales leader about this and they will
always start with the right attitude. Every other
aspect of sales can be learnt on-the job, but what
can’t be is the attitude, which translates into the
passion and the energy to convert every sales call
into meaningful business.”
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Wilfred Monteiro
et
Ask any sales leader about this and they will
always start with the right attitude. Every other
aspect of sales can be learnt on-the job, but what
can’t be is the attitude, which translates into the
passion and the energy to convert every sales call
into meaningful business.”

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Wilfred Monteiro
et
W h a t i s
T A R G E T S E L L I N G ? ? ?

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Wilfred Monteiro
et
Michael Treacy & Fred Wiersema
The Discipline of Market Leaders

CUSTOMERS
NEEDS
FEATURES BENEFITS
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Wilfred Monteiro
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Customer TypesCustomer Types
Different
Strokes
For
Different
Folks
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Different
Strokes
For
Different
Folks
Wilfred Monteiro
et

10 MYTHS ABOUT SELLING
10 myths that may be preventing you and your sales force from
reaching peak performance levels:
1. “Selling is selling - a good salesperson can sell anything.”
2. “To get more orders, make more calls.”
3. “Always call high.”
4. “Use plenty of open questions - they’re more powerful than
closed questions.”
5. “Close early and close often.”
6. “You never get a second chance to make a first impression.”
7. “Salespeople are born, not made.”
8. “Welcome objections - they’re a sure sign of buyer interest.”
9. “Never attack the competition.”
10. “Give the most attention to your biggest accounts.”
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Wilfred Monteiro
et
10 myths that may be preventing you and your sales force from
reaching peak performance levels:
1. “Selling is selling - a good salesperson can sell anything.”
2. “To get more orders, make more calls.”
3. “Always call high.”
4. “Use plenty of open questions - they’re more powerful than
closed questions.”
5. “Close early and close often.”
6. “You never get a second chance to make a first impression.”
7. “Salespeople are born, not made.”
8. “Welcome objections - they’re a sure sign of buyer interest.”
9. “Never attack the competition.”
10. “Give the most attention to your biggest accounts.”

CAMPAIGN PLANNING QUESTIONS
• How many times have you heard:
• "You've got to drop your price by 10% or we will
have no choice but to go with your competition."
• "You will have to make an exception to your policy if
you want our business."
• "I know that you have good quality and service, but
so do your competitors. What we need to focus on
here is your pricing."
• "I agree that those special services you keep bringing
up would be nice, but we simply don't have the
funds to purchase them. Could you include them at
no additional cost?"
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Wilfred Monteiro
et
• How many times have you heard:
• "You've got to drop your price by 10% or we will
have no choice but to go with your competition."
• "You will have to make an exception to your policy if
you want our business."
• "I know that you have good quality and service, but
so do your competitors. What we need to focus on
here is your pricing."
• "I agree that those special services you keep bringing
up would be nice, but we simply don't have the
funds to purchase them. Could you include them at
no additional cost?"

CAMPAIGN PLANNING QUESTIONS
• What is the prospect's current
situation? Ask this question to give yourself the
lay of the land. Often your goals for the client,
the value your services can offer the client, and
your action planning for the rest of the sales call
come out of your detailed knowledge of the
prospect's situation.
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Wilfred Monteiro
et
• What is the prospect's current
situation? Ask this question to give yourself the
lay of the land. Often your goals for the client,
the value your services can offer the client, and
your action planning for the rest of the sales call
come out of your detailed knowledge of the
prospect's situation.

CAMPAIGN PLANNING
QUESTIONS
• What are my business development goals for this
client or prospective client?
• Different goals for your clients will make for very different sales
conversations. Questions you can ask yourself will include:
▫ Is this the 'discovery' meeting where we get to know each other and build
rapport while learning how I might be able to help them?
▫ Am I reviewing the results from the previous year with a client and this is
the meeting where I 'resell' my value so the client stays loyal?
▫ Am I trying to supplant a competitor?
▫ Is this a current client where I work in one of their divisions and I would
like to get introductions into the other three divisions where I can also
help?
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Wilfred Monteiro
et
• What are my business development goals for this
client or prospective client?
• Different goals for your clients will make for very different sales
conversations. Questions you can ask yourself will include:
▫ Is this the 'discovery' meeting where we get to know each other and build
rapport while learning how I might be able to help them?
▫ Am I reviewing the results from the previous year with a client and this is
the meeting where I 'resell' my value so the client stays loyal?
▫ Am I trying to supplant a competitor?
▫ Is this a current client where I work in one of their divisions and I would
like to get introductions into the other three divisions where I can also
help?

CAMPAIGN PLANNING
QUESTIONS
• What is my desired next outcome?
• Sounds simple enough, but this question is so
often overlooked by professionals before they
meet with clients or prospects
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Wilfred Monteiro
et
• What is my desired next outcome?
• Sounds simple enough, but this question is so
often overlooked by professionals before they
meet with clients or prospects

CAMPAIGN PLANNING
QUESTIONS
• What are my relative strengths? In every
sales situation various forces are working in your
favor. Know what these forces are for this
particular client or prospect situation so you can
leverage them to help make the client more
successful. This will give you increased odds of
winning the client.
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Wilfred Monteiro
et
• What are my relative strengths? In every
sales situation various forces are working in your
favor. Know what these forces are for this
particular client or prospect situation so you can
leverage them to help make the client more
successful. This will give you increased odds of
winning the client.

CAMPAIGN PLANNING
QUESTIONS
• What are my relative vulnerabilities? This is the corollary to
number four above. Maybe you have less experience than
the competition. Maybe another company is the incumbent service
provider and you are the challenger. Maybe you are usually at the
higher-end of the fee scale.
Knowing what your relative vulnerabilities are will allow you to
prepare in advance to either turn them into advantages or at least
diminish them as vulnerabilities.
With good preparation and call planning you can have your
responses to 'objections' and tough questions at the ready when you
need them.
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Wilfred Monteiro
et
• What are my relative vulnerabilities? This is the corollary to
number four above. Maybe you have less experience than
the competition. Maybe another company is the incumbent service
provider and you are the challenger. Maybe you are usually at the
higher-end of the fee scale.
Knowing what your relative vulnerabilities are will allow you to
prepare in advance to either turn them into advantages or at least
diminish them as vulnerabilities.
With good preparation and call planning you can have your
responses to 'objections' and tough questions at the ready when you
need them.

CAMPAIGN PLANNING
QUESTIONS
• What actions do I need to take before the next
call?
We all have to-do lists that help us do what we need to get
done. By taking the time to answer questions 1 through
5, your business development and sales call planning to-
do list will be as good as it possibly can be because your
actions will be:
▫ Informed by the knowledge of your client's situation
▫ Guided by your goals for the client from a business development
perspective
▫ Built to help you achieve your desired outcomes
▫ Planned with the knowledge of your relative strengths and
vulnerabilities in this particular business development situation
•
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Wilfred Monteiro
et
• What actions do I need to take before the next
call?
We all have to-do lists that help us do what we need to get
done. By taking the time to answer questions 1 through
5, your business development and sales call planning to-
do list will be as good as it possibly can be because your
actions will be:
▫ Informed by the knowledge of your client's situation
▫ Guided by your goals for the client from a business development
perspective
▫ Built to help you achieve your desired outcomes
▫ Planned with the knowledge of your relative strengths and
vulnerabilities in this particular business development situation
•

Here are 10 quotes of mine I use when I’m working with
salespeople and companies on sales prospecting:
1. Until you contact the customer, you haven’t done anything.
2. It’s prospects that buy; not suspects.
3. Thinking about a prospect does not qualify as prospecting.
4. Selling to your mother is not prospecting.
5. Networking is not prospecting.
6. The confidence you have going into the sales call will determine the
level of profit you have coming out.
7. The number of sales calls it takes to close a sale is determined more
by your own belief system than by the customer’s willingness to buy.
8. A prospect is not a prospect until they’ve shared with you a piece of
proprietary information.
9. The most valuable part of the prospecting process is your own time.
10.Answering the phone, and taking an order from a person who is
reaching out to you is not prospecting…it’s called customer service
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Wilfred Monteiro
et
1. Until you contact the customer, you haven’t done anything.
2. It’s prospects that buy; not suspects.
3. Thinking about a prospect does not qualify as prospecting.
4. Selling to your mother is not prospecting.
5. Networking is not prospecting.
6. The confidence you have going into the sales call will determine the
level of profit you have coming out.
7. The number of sales calls it takes to close a sale is determined more
by your own belief system than by the customer’s willingness to buy.
8. A prospect is not a prospect until they’ve shared with you a piece of
proprietary information.
9. The most valuable part of the prospecting process is your own time.
10.Answering the phone, and taking an order from a person who is
reaching out to you is not prospecting…it’s called customer service

What is an OBJECTION
• A true feeling about your product
• A flaw in your presentation
• A positive or negative reaction to your offer
• A lack of needed information
• A misunderstanding or doubt
• A counter tactic to encounter a push
• A BUYING SIGNAL
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Wilfred Monteiro
et
• A true feeling about your product
• A flaw in your presentation
• A positive or negative reaction to your offer
• A lack of needed information
• A misunderstanding or doubt
• A counter tactic to encounter a push
• A BUYING SIGNAL

If you have any questions at all
please do not hesitate to send a
note or call.
My email address is:
wm@synergymanager.net
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If you have any questions at all
please do not hesitate to send a
note or call.
My email address is:
wm@synergymanager.net
Wilfred Monteiro
et

• is a nationally acclaimed
stalwart in the field of
business management
with an illustrious career
spanning over 25 years
• He is a consultant and
advisor to Board of
Directors of leading
companies & Chambers of
Commerce;
• a management trainer of
high repute who has
conducted over 2250
seminars in India and
abroad in areas of
business strategy,
marketing & organization
development.
• a Visiting Professor to
premier management
institutes and staff
training colleges
throughout India.
27
Dr WILFRED MONTEIRO (c) copyright 2010 Dr
Wilfred Monteiro
et
• is a nationally acclaimed
stalwart in the field of
business management
with an illustrious career
spanning over 25 years
• He is a consultant and
advisor to Board of
Directors of leading
companies & Chambers of
Commerce;
• a management trainer of
high repute who has
conducted over 2250
seminars in India and
abroad in areas of
business strategy,
marketing & organization
development.
• a Visiting Professor to
premier management
institutes and staff
training colleges
throughout India.
website: www.synergymanager.net

▫ http://wilfredmonteiro.blogspot.in/
▫ http://negotiating-wizard.blogspot.in
▫ http://salescoach-india.blogspot.in
▫ http://the-sales-champ.blogspot.in
▫ http://salesforce-excellence.blogspot.in
▫ http://strategic-selling.blogspot.in
▫ http://hrm-excellence.blogspot.in
▫ http://personal-growth-guru.blogspot.in
▫ http://thegreatmanager.blogspot.in
▫ http://leadership-by-values.blogspot.in
▫ http://therightetiquette.blogspot.in
28
Dr WILFRED MONTEIRO
please view the blogspots I have developed for my participant ongoing learning
▫ http://wilfredmonteiro.blogspot.in/
▫ http://negotiating-wizard.blogspot.in
▫ http://salescoach-india.blogspot.in
▫ http://the-sales-champ.blogspot.in
▫ http://salesforce-excellence.blogspot.in
▫ http://strategic-selling.blogspot.in
▫ http://hrm-excellence.blogspot.in
▫ http://personal-growth-guru.blogspot.in
▫ http://thegreatmanager.blogspot.in
▫ http://leadership-by-values.blogspot.in
▫ http://therightetiquette.blogspot.in
website: www.synergymanager.net
Wilfred Monteiro
et

CONTACT
Dr Wilfred Monteiro
EMAIL: wm@synergymanager.net
website:
SYNERGY MANAGEMENT ASSOCIATES
since 1993
HR Systems Design
Policy Deployment
Talent Management innovations
Best Practices enablement
Competency based HRM
H R Systems Metrics & Audit
29
(c) copyright 2010 Dr Wilfred Monteiro

Target selling the breakthrough approach of today

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