1. 21st Century Sales and Marketing
Ian Parker
Roger Stone
© Roger Stone, Ian Parker 1
Mayfield Business Group 2010

2. 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
© Roger Stone, Ian Parker 2
Mayfield Business Group 2010

3. 3

4. © Roger Stone, Ian Parker 4
Mayfield Business Group 2010

5. What topics do you want to
cover?
© Roger Stone, Ian Parker 5
Mayfield Business Group 2010

6. Buyers & Sellers
Need Finding Targets
Who is Prospecting
Branding
selling?
Closing
Who to
choose?
Retention
When to buy Development
© Roger Stone, Ian Parker 6
Mayfield Business Group 2010

7. Purchase process
•Pain •Education
Need •Opportunity •Persuasion
Who is •Awareness •Mailings
•Research •Trade Shows
selling? •Trade Assn. •High Streets
Who to •Price •Reputation
•Convenience •Prestige
choose? •Service •Relationship
•Urgent •Deadline
When to buy •Planned •Discretionary
© Roger Stone, Ian Parker 7
Mayfield Business Group 2010

8. Sales process
•Referrals •Trade Assn.
Finding Targets •Research •Lists
•Cold Calling •Trade Show
•List mgmt. •Networking
Prospecting •Referrals •Mailings / Adverts
•Cold Calling •Trade Shows
•Messaging •White Papers
Branding •News Releases •Adverts
•Case Studies •Sponsorship
•Offers •Cash Collections
Closing •Negotiation •Referrals
•Contracts •Recommendations
•80/20 Rule •Support
Retention •Contact •Service
•Warranty •Surveys
•Analysis •Loyalty schemes
Development •Contact •Surveys
•Cross Selling 8

9. Cold calling
• Numbers game
• Do research
• Pitch the M.A.N.
• Take something from each call
© Roger Stone, Ian Parker 9
Mayfield Business Group 2010

10. Networking
• Breakfast meetings
• Business-focused meetings
• Trade shows
• Other businesses
© Roger Stone, Ian Parker 10
Mayfield Business Group 2010

11. Referrals
• Why?
• When?
• What?
© Roger Stone, Ian Parker 11
Mayfield Business Group 2010

12. Database management
• Plan
• Track
• Record
• Keep in touch
• CRM systems
© Roger Stone, Ian Parker 12
Mayfield Business Group 2010

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

14. Mobile tools
• Responsiveness – switching off, setting expectations
• Calling prospects on their mobiles
• Email on phones
• Text systems
© Roger Stone, Ian Parker 14
Mayfield Business Group 2010

15. Secret of Success
Database Management
+
Cold Calling
+
Email
© Roger Stone, Ian Parker 15
Mayfield Business Group 2010

16. New tools for purchasers
•Browsing
Need •Social Media
•Online search •Online info
Who is selling? •Social Media •Alerts
Who to •Websites •Online reviews
•Online search •Comparison sites
choose? •Social media •Location tools
•Email / texts •Social media
When to buy •Websites •Comparison sites
© Roger Stone, Ian Parker 16
Mayfield Business Group 2010

17. New sales tools
•Online directories •Mobile phone lists
Finding Targets •Online search •Events
•Email lists
•CRM software •Online adverts
Prospecting •Websites / SEO •Location tools
•Emails •Events
•Blogs •Social media
Branding •Online advice •Online adverts
• Websites / SEO •Event
•Online adverts •Barcodes
Closing •Emails / texts •Ecommerce
•SEO •Online presentations
•Spreadsheets •Online discussions
Retention •Emails / texts •Survey software
•Social media •Online service
•Spreadsheets •Online discussions
Development •Emails / texts •Multimedia
•Social media •Survey software 17

18. New tools
• Affordable
• Work together
• Dialogue
• Always on
• Rich media
© Roger Stone, Ian Parker 18
Mayfield Business Group 2010

19. Search
• Google
• YouTube
• Bing / Yahoo! / Facebook
• Specialist
– kids, government, business, science, archive, arts, …
© Roger Stone, Ian Parker 19
Mayfield Business Group 2010

20. 20

21. 21

22. 22

23. 23

24. Social Media
• Online and mobile
• Share, comment, recommend
• Groups
• Listen and respond
• Interests, age, location, activity
• Facebook, Twitter, LinkedIn,YouTube, MySpace,
Bebo, Friends Reunited, …
© Roger Stone, Ian Parker 24
Mayfield Business Group 2010

25. Facebook
• 500M users
– 20M in the UK
• Build up friends, share, comment, respond
• Pages
– Businesses
– Societies
• Groups
• Build up followers, conversations
© Roger Stone, Ian Parker 25
Mayfield Business Group 2010

26. 26

27. Adverts targeted
Reach 215 people interested in Mayfield High Street
by age, location,
interests
27

28. LinkedIn
• 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
© Roger Stone, Ian Parker 28
Mayfield Business Group 2010

29. 29

30. 30

31. 31

32. Mavens
• Find
• Follow
• Engage
© Roger Stone, Ian Parker 32
Mayfield Business Group 2010

33. Making a Name for Yourself
• Website
• Recommendations, case studies
• Fact sheets, white papers
• Blog
• Answers
• Conversations
• Press releases
• Videos, photos, music, maps
© Roger Stone, Ian Parker 33
Mayfield Business Group 2010

34. High traffic level
34

35. 35

36. 36

37. Making a Name for Yourself
• Regularity
• Added value
• Niche
• Portal
• Integration
Email Website
Face-
Twitter
book
© Roger Stone, Ian Parker 37
Mayfield Business Group 2010

38. What’s so new about email?
• Images
• Personalised
• Contact software
• Links
• Subscribe/unsubscribe
BUT STILL
• Difficult to track
© Roger Stone, Ian Parker 38
Mayfield Business Group 2010

39. 39

40. Example of email campaign statistics using Constant Contact
40

41. Example email campaign management pricing from Constant Contact
41

42. Online presentations
• VOIP : computer as telephone
– Skype, dedicated systems
• Webcam
• Screen sharing
– GoToMeeting, WebEx
• File sending / sharing
© Roger Stone, Ian Parker 42
Mayfield Business Group 2010

43. Putting into Practice
• Determine objectives
• Decide budget
– Time
– Money
– Trade-off
• Consistency
• Interaction
© Roger Stone, Ian Parker 43
Mayfield Business Group 2010

44. 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
© Roger Stone, Ian Parker 44
Mayfield Business Group 2010

45. Any other questions ?
© Roger Stone, Ian Parker 45
Mayfield Business Group 2010

46. Thank you
Ian Parker
Roger Stone
© Roger Stone, Ian Parker 46
Mayfield Business Group 2010