Sales & Marketing for SMEs

What's it about?

See also PowerPoint Presentations and Sales Presentation Consultancy.

Small and Medium businesses don't have the marketing clout that big corporations have. Relying on advertising alone can be a very expensive and wasteful way of selling, unless you can tap into economies of scale, or at least be able to track conversion rates accurately.

So how do you sell to customers?

This workshop takes the 'relationship selling' approach. I do not teach you selling or closing techniques. I believe that this method of selling is outdated and no longer effective. In fact, the 'hard sell' only produces customer resentment, if not immediately at the selling stage then eventually over time.

Profitability is about sustainable growth - focusing on keeping customers rather than always having to finding new ones.

And in many businesses, your best form of advertising is word-of-mouth. Several surveys have shown that one satisfied customer might recommend your company to four friends or colleagues, but a dissatisfied customer will complain about your company to sixteen people.

Getting to know your customer. You need to get inside the customer's head. What does he (or she) really want? People buy for a number of reasons, such as convenience or an easier life, status, as a means to an end, pleasure & entertainment, etc. If you don't have what the customer wants then it will be a hard sell!

Educating your customer. If you have the customer's best interests at heart then you will be a consultant or advisor, not a 'sales' person. This means not selling what the customer doesn't want or need. However, in the long term, you will develop an honest relationship with your customer and you will benefit from a lifetime of sales. IBM is a good example. Their sales people even sold competitor's products if they felt it was more beneficial to the customer.

Sell Benefits. This sounds obvious. If you don't understand how your product or service can significantly benefit your customer then you cannot help them. The top sales people in the world are genuinely interested in improving the life or business of the customer.

Become a Partner. As a partner, the more your customer benefits from your product, the more you can sell. So it is in your interest to look after your customer's best interests.

Integrity Sells. People buy from people. If they like you and trust you then they will try to buy from you whenever they can. It takes a long time to build up this trust. Always make sure you deliver on your promises. Don't make promises you can't keep. Inform your customer when things go wrong. Do your best to fix problems.

After Sales. It only takes one bad experience to destroy a sales relationship. Dissatisfaction with the sales people or poor customer service is the number one reason (75%) why customers leave.

Follow Through. The sales person is responsible for making sure that the goods or service are delivered as promised. The entire company is responsible for helping the sales person deliver on his promise.

This workshop covers these and other topics in a variety of provocative discussions and role playing situations. We will focus on the market applicable to your business, whether B2C or B2B, and discuss the challenges specific to your product.

The workshop can also be adapted as an alternative way to provide sales training to your sales team by involving experienced and junior sales people in the facilitated discussions. Or we can focus on specific situations, such as 'cold calling', internet marketing, telesales, networking, etc.

Who benefits the most?

Sales People and Account Managers. The Sales Director might also benefit, because it helps to improve sales if the entire company understands the significance of after-sales and customer service.

What are the outcomes?

A fresh approach to selling based on integrity and long-term business relationships.

Course Duration

1-2 days a month apart. Please keep in mind that this is a long-term strategic approach to selling. A follow up workshop three months later is advisable.