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IEEE Sales 101

IEEE Sales 101. Lee Stogner Region 3 Membership Development Chair l.stogner@ieee.org. Marketing, Advertising, Promoting, Selling. I was at the pool and…. That’s Prospecting! That’s Marketing! That’s Advertising! That’s Promotion! That’s Selling !. The Way It Is At Work.

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IEEE Sales 101

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  1. IEEE Sales 101 Lee Stogner Region 3 Membership Development Chair l.stogner@ieee.org

  2. Marketing, Advertising, Promoting, Selling I was at the pool and…. • That’s Prospecting! • That’s Marketing! • That’s Advertising! • That’s Promotion! • That’sSelling!

  3. The Way It Is At Work • Most Management & Engineering Professionals… • Do not relate to salespeople • Look down on salespeople • Think salespeople lie • Do not think of themselves as a salesperson

  4. The Way It Is At IEEE Sections • I am in Education and I don’t know how to “sell”! • I am in Membership, it is not my job to “sell”! • I cannot lie! • “Selling” is the IEEE’s job.

  5. The Way It Really Is • We are ALL in Sales! • We sell to our parents • We sell to our teachers • We sell to our friends • We sell to our significant others • We sell to our employers • We sell to the IRS • We sell to our customers!!!!!

  6. Marketing vs. Sales • We have spent a lot of time on Marketing • Marketing: The method of introducing the market to goods & services using mailings, promotions, telemarketing, advertising, etc. • We Must Market continuously • Now it is time to explore Sales • Sales: To persuade or influence to a course of action or acceptance of something. Match products and services to specific customers and needs. • We Must Sell continuously

  7. Why Do We Need To Sell? • Hunters Vs. Gatherers • In today’s world, you must “find” customers • Most low hanging fruit has already been picked

  8. Believe in What You Sell! • What do we sell? • Printed Publications • Conferences • Online Knowledge • Career Support • Membership – Basic and Society • The IEEE Network • Industrial Relations • Sell with enthusiasm!!!!

  9. Know Your Product • Features…Publications/Data/Services • Functions…Who should have it and why • Benefits…Because it can reduce design time and improve product functionality/quality • Availability…What is the availability of conferences, publications, meetings, etc. • Competition • Who, What and at What Price

  10. Know Your Product IEEE Membership Portal

  11. Know Your Product • Essential information - The free information on the Internet is limited • Networking Opportunities – Meet people outside of work • Career Development – Courses, Workshops, Professional Development • Exclusive Benefits – Email Alias, Financial Advantage and more • The chance to practice with peers outside of work

  12. Know Your Resources Membership Development Programs

  13. Know Your Resources Membership Supplies

  14. Sales Leads…Where Do I Get Them? • Newspapers and Business Journals • Networking • Looking along side the interstate at the signs/buildings • Students • BOD members • Mfg. directories • Other society meetings • Word of mouth • Always be on the lookout for leads!

  15. Get Their Attention • Have a 30 second introduction • Benefits that your Section and IEEE offer • Use words like: good, money, easy, new, proven, guaranteed, results, safe, save, best & complimentary • A one or two line summary of your products and service offerings • Your name and IEEE Section/Society

  16. Will the Real Decision Maker Please Stand Up? • Must sell to VITO • VeryImportant Top Officers • You must fish where there are big fish! • Consumers want to look at functions • Managers want to look at advantages • BUT VITOs are interested in BENEFITS • VITO will give us an appointment if you show benefits • Remember…VITOs approve checks!

  17. Words Not To Use With VITO • I, fear, failure, fearful, frightened, disappointed, impatient, insecure, anxious, irritated, reject, stress, stupid, maybe, overwhelmed, overloaded, perhaps • We could…(instead say: Would you like to…) • We think…(instead say what you know and you can prove)

  18. Words To Use With VITO • Energized, superb, unstoppable, excited, fabulous, excellent, captivating, passionate, compelling, perfect, focused, extraordinary, brilliant, confident, empowered, driven, discover, good, our team, winners, results.

  19. Words To Use With VITO www.sellingtovito.com

  20. Research The Prospect • Remember in school how you used to research topics for your term paper? • ALWAYS research your prospective customer! • Find out the details of their business • Find out their competition • Find out why they need the IEEE • Strategize how you can help them succeed!

  21. Research The Prospect www.ieee.org/r3jobs

  22. Build Rapport • No rapport = NO sales • Build long term partnerships • People buy from people they like • People love to talk about themselves • You can learn personal likeness to start relationship • Send thank you cards, notes, etc.

  23. Stamp Out Competition • Don’t dance with the competition • Some are truly ok • Some will cooperate • Some are ethical • Some like competition • Some will truly like you • Some will trade business with you • Some will help you • MOST WON’T. MOST DON’T LIKE YOU!

  24. Ways To Make Impressions • It takes 7-10 contacts with a prospective customer to get a sale. • A dozen ways to get in front of your customers • Thank you notes for orders, referrals, continued business • Short note about a positive meeting • Article from magazine or newspaper • Something about their competition • Joke, cartoon, etc. • Product announcement • An IEEE newsletter • Notice of seminar that might be of interest • Special sale of offer • A reminder of a pending order • This should be an ongoing effort

  25. Rules to Remember for Success • Establish a positive attitude • Believe in yourself • Keep learning how to sell better • Understand the customer • Sell to help • Establish long term relationships • Believe in your products and organization • Be prepared

  26. Rules to Remember for Success • Be sincere • Qualify the buyer • Look professional • Use humor • Sell benefits not features • Tell the truth • Don’t put down the competition • Use testimonials

  27. Rules to Remember for Success • Listen for buying signals • Anticipate objections • Follow up, Follow up • Use the power of persistence • Sell with passion and enthusiasm! • Dare to be dumb….ask questions • ASK FOR THE SALE!!!

  28. What the Master Salespeople Say • Idlers do not last long • Strive for a specific goal • Make them come back • Believe in your product and love it • Sell yourself first • Honesty is the best policy

  29. What the Master Salespeople Say • Nothing happens until somebody sells something • Pack your todays with effort----and extra effort • Neglected customers never buy; they just fade away • People don’t like to be sold----but they love to buy

  30. We Were All Great Salespeople • Remember when you were 7 and asked your mom for a candy bar in the store and she said “no” (#1). PLEASE…”no”” (#2 is now out of the way). • Aw come on….”Absolutely NO” (#3 and mom is put off by now) • But why can’t I have one? “NO” “because it will spoil your dinner” (#4 is now finished) Move in for the kill………… • No it won’t because I will eat it after dinner. She is on the ropes now and ready to cave in. “Well I don’t know” she weakly states (#5). • PLEASE (in a whiny voice). “Well ok but you cannot eat it before dinner!” • VICTORY!!!!!! You only got 5 no’s and you were prepared to go at least 10! • You probably had a 90% closing percentage when you were a kid. If you achieve this with your current sales you will have all the sales you want!!

  31. Resources for Further Study • “Selling for Dummies” – Tom Hopkins • “Solution Selling” – Keith Eades • “Selling to VITO” – Anthony Parinello • “Sales and Marketing Management Magazine” – www.salesandmarketing.com • IEEEUSA Career Navigator - http://www.ieeeusa.org/business/default.asp • Huthwaite - http://www.huthwaite.com/

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