21st century sales & marketing

21st Century Sales and Marketing

1© Roger Stone, Ian Parker

Mayfield Business Group 2010

Ian Parker

Roger Stone

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

What topics do you want to

cover?

Buyers & Sellers

Who is

selling?

Who to

choose?

When to buy

Finding Targets

Prospecting

Closing

Retention

Development

Purchase process

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

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

Cold calling

• Numbers game

• Do research

• Pitch the M.A.N.

• Take something from each call

Networking

• Breakfast meetings

• Business-focused meetings

• Trade shows

• Other businesses

Referrals

• Why?

• When?

• What?

Database management

• Plan

• Track

• Record

• Keep in touch

• CRM systems

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

Mobile tools

• Responsiveness – switching off, setting expectations

• Calling prospects on their mobiles

• Email on phones

• Text systems

Secret of Success

Database Management

Cold Calling

New tools for purchasers

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

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

New tools

• Affordable

• Work together

• Dialogue

• Always on

• Rich media

Search

• Google

• YouTube

• Bing / Yahoo! / Facebook

• Specialist

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

Social Media

• Online and mobile

• Share, comment, recommend

• Groups

• Listen and respond

• Interests, age, location, activity

• Facebook, Twitter, LinkedIn,YouTube, MySpace,

Bebo, Friends Reunited, …

Facebook

• 500M users

– 20M in the UK

• Build up friends, share, comment, respond

• Pages

– Businesses

– Societies

• Groups

• Build up followers, conversations

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

• 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

Mavens

• Find

• Follow

• Engage

Making a Name for Yourself

• Website

• Recommendations, case studies

• Fact sheets, white papers

• Blog

• Answers

• Conversations

• Press releases

• Videos, photos, music, maps

High traffic level

Making a Name for Yourself

• Regularity

• Added value

• Niche

• Portal

• Integration

Email Website

Face-book

Twitter

What’s so new about email?

• Images

• Personalised

• Contact software

• Links

• Subscribe/unsubscribe

BUT STILL

• Difficult to track

Example of email campaign statistics using Constant Contact

Example email campaign management pricing from Constant Contact

Online presentations

• VOIP : computer as telephone

– Skype, dedicated systems

• Webcam

• Screen sharing

– GoToMeeting, WebEx

• File sending / sharing

Putting into Practice

• Determine objectives

• Decide budget

– Time

– Money

– Trade-off

• Consistency

• Interaction

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

Any other questions ?

Thank you

Ian Parker

Roger Stone

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