OverviewSales and marketing in Sales and marketing in

shipping lineshipping line

DiscussionMarketing Marketing and salesand sales

Reading Job DescriptionJob Description

Practical Speaking

Sales procedureSales procedure

Role-playing And simulation exercises

Sales presentationSales presentation

123

4

5

Discussion timeDiscussion time 1. Differences between marketing and 1. Differences between marketing and

sales?sales? 2. Which category does a shipping 2. Which category does a shipping

line sales belong to production sales line sales belong to production sales or service sales? What does he/she or service sales? What does he/she promote for a shipping line?promote for a shipping line?

3. Would you like to be a salesman in 3. Would you like to be a salesman in shipping industry after graduation?shipping industry after graduation?

3.1 Sales and Marketing3.1 Sales and Marketing

Marketing is everything that you do to reach and persuade prospects.

The sales process is everything that you do to close the sale and get a signed agreement or contract.

Both are necessities to the success of a business. You cannot do without either process.

Marketing consists of the measures you use to reach and persuade your prospects ,It's the message that prepares the prospect for the sales.

It consists of advertising, public relations, brand marketing, viral marketing, and direct mail.

Sales and MarketingSales and Marketing

Sales process consists of interpersonal interaction. It is often done by a one-on-one meeting, cold calls, and networking. It's anything that engages you with the prospect or customer on a personal level rather than at a distance.

Sales and MarketingSales and Marketing

Marketing efforts begin the process of the eight contacts that studies show it takes to move a prospect or potential client to the close of the sale. If marketing is done effectively you can begin to move that prospect from a cold to a warm lead. When the prospect hits the "warm" level it's much easier for the sales professional to close the sale.

Sales and MarketingSales and Marketing

Do you see the cycle?

As you see in my explanation above it takes multiple contacts using both sales and marketing to move the prospect from one level to the next. That is why it is import that you develop a process that combines both sales and marketing. This will enable you to reach prospects at all three levels; cold, warm, and hot. It's all about balance.

Are you unsure of how to integrate your

marketing and sales?

Divide your prospect lists and database into categories of cold, warm, and hot leads.

Cold Lead Strategy - Send out a direct mailing or offer them a special promotion

Warm Lead Strategy - Try a follow-up call, send out a sales letter, or schedule a special seminar or training session to get all of your warm leads together.

Once you've moved your prospect to the "warm" level it's time to proceed in closing the sale. This will be easier to do if you somehow engage the prospect. You can do this by conducting a one-on-one call, make a presentation, or present a proposal, estimate, or contract.

What if you are uncomfortable with the sales or marketing

process?

An alternative that often proves successful is to partner with someone that possesses the talents that you feel you lack in. You can do this by creating a partnership, subcontracting, or hiring in that talent.

Remember the key to success in marketing

and in sales is balance!

balance

Work in pairs; find out the main Work in pairs; find out the main difference between marketing and difference between marketing and

sales.sales.

Marketing Sales Key point 1

Key point 2

Key point 3

…

3.2 What does Sales do in a 3.2 What does Sales do in a Shipping Line?Shipping Line?

Work in pairs: read Work in pairs: read the text, and the text, and try to try to

add more add more responsibilitiesresponsibilities to to

the sales position in the sales position in a shipping line.a shipping line.

Job Description of Senior Representative of Sales

1.Responsible for achieving sales targets and meeting customer satisfaction through selling and promoting services to existi

ng and potential customers;

2.Ensure the profitability of overall sales activities;

3.Establish extensive relationship with customers and develop ma

rket network

4.To coordinate with CS/DOC team, to improve our service in order to satisfy accts, to work with financial team to monitor out

standing freight;

5.To analyze the market trend and make necessary action to cope with changing market, to identi

fy the market opportunity.

Add ……

3.3 Case Study:3.3 Case Study:

3.3.13.3.1 Look at the following expressions Look at the following expressions which are used when explaining a which are used when explaining a

procedure.procedure. Highlight the ones you think are most Highlight the ones you think are most

useful.useful.

Sales Procedure in Shipping Line

First of all…The next thing you have t

o do is…...And then…

Finally…

Make sure you…., and by the way, d

on’t forget to…Oh, be careful not t

o…

Ok, so is that clear?Does that seem to ma

ke sense?So there we are. Do you have any question

s?

If you want to ask someone to explain something to yo

u, you can say:

To explain the order in which certain things are done:

To add a further point:

To check that the other person is following you, or ha

s understood:

If you want to ask someone to explain something to you,

you can say:

If you haven’t understood the

explanation, or if you can’t follow the

instructions, or if you want to check that

you’ve understood so far, you can say:

I’m sorry. I didn’t quite

follow you there.

I’m sorry. What did you say that part

was called?

When you think you’ve understood, you can say:

If I’ve understood right….

So is the basic idea that…?

You mean….

team Ateam B

.

look at the file of “Sales - Handling of Special Rate Requests”, think about how to explain the procedure to a new employee clearly.

look at the file of “Sales - Create and Update Customer Information”, think about how to explain the procedure to a new employee clearly.

Team work

Exchange your procedure with a classmate in another team, explain the job procedure in your own words, and make sure your partner can understand completely.

A. Purpose/ Scope To handle customer requests for special rate inbound and outbound shipments.

B. Responsibility It is the responsibility of the Manager - Shenzhen Office, to ensure implementation and adherence to this procedure by all Sales Personnel.

Procedure NameProcedure Name ： ： SaSales - Handling of Speciles - Handling of Speci

al Rate Requestsal Rate Requests

C. Procedures

1 、 For All Services （ TPT/AET/IAT ）

1 ） Upon receipt of special rate request from customer for inbound/ outbound cargoes , Sales Personnel must contact the customer to evaluate the customer's potentiality. Special rate must be inputted by Sales Personnel into the computer System for Sales manager endorsement.

2 ） Upon receipt of rate approval from the Sales manager, Sales Personnel must inform customer of the special rate offer and its effective date.

3 ） If the special rate offer is rejected by the Sales manager, Sales Personnel must contact customer and may offer alternatives

2 、 Special Cases or Exceptional Requirement

If there are any special cases or exceptional requirement, Sales Personnel must consult the supervisor for guideline to take further actions.

Records: Nil

Special Rate: 优惠费率 AET: Asia Europe Trade 亚欧航线TPT: Trans Pacific Trade 跨太平洋航线 IAT: Inter Asia Trade 亚洲内航线Inbound cargo: 进口货物 Outbound cargo: 出口货物

Useful expressions and code explanati

on

Procedure Name: Sales - Procedure Name: Sales - Create and Update Create and Update

Customer InformationCustomer Information

A. Purpose/Scope

To create & update Customer Information in CPF.

B. by ResponsibilityGeneral Sales Manager has to ensure the implementation and adherence to this procedure all Sales Personnel.

C. Procedures

1 、 In the event of the potential new customers, the respective Sales Personnel should complete the Customer Profile (CPF) Application Form and send it to CSU Personnel for data capturing.

2 、 Upon receiving the Customer Profile (CPF) Application Form from Customer Service Personnel, General Sales Manager must assign respective sales personnel to follow up

3 、 Whenever the Sales Personnel finds any change of a customer data, the respective Sales Personnel should update the information in CPF accordingly.

4 、 If the Changes involved the customer's name or address or sales office, the Sales Personnel should update the CPF system and complete the Customer Profile (CPF) Amendment Form and send it to the Customer Service for verification process.

5 、 If there are any special cases or exceptional requirement, Sales Personnel must consult the supervisor for guideline to take further actions.

D. The Customer Profile (CPF) Application Form and Customer Profile (CPF) Amendment Form should be destroyed after follow up

CPF : the Customer Profile 客户档案Supervisor ：主管Sales Personnel: 销售部职员 Amendment Form ：修正表CSU Personnel: Customer Service personnel

客户服务部职员

Useful expressions and code

explanation

3.4 Read In:3.4 Read In:

Read this text. Which of Read this text. Which of the points do you agree or the points do you agree or disagree with? Give your disagree with? Give your reasonsreasons..

1.Anyone who has contact with customers is a salesperson-that includes the telephonist who answers the phone and the service engineer who calls to repair a machine. So that probably incl

udes you!

2.The relationship between a salesperson and a client is important: both parties want to feel satisfied than an aggressive, c

ompetitive one.

3.A salesperson should believe that his or her product has certain advantages over t

he competition.

4.Customers want to be sure that they are buying a product that is of good value and of high quality. People in business are not going to spend their company’s money on something they don’t really need (unlike consumers, who can sometimes be persuaded to buy ‘useless’ products like fur coats and solid gold watches!)

Some salespeople adopt a direct ‘hard sell’ approach, while others use a more indirect ‘soft sell’ approach. Which approach do prefer? Whichever approach is used, in the end perhaps a good salesperson is someone who can persuade anyone to buy anything. On the other hand, maybe a good salesperson is someone who knows how to deal with different kinds of people and who can point out how his or her product will benefit each individual customer in special ways. After all a buyer is called a ‘buyer’ because he or she wants to buy. All you need to do is to convince them that your product is the one they want. A successful sakes meeting depends on both the salesperson and the customer asking e

ach other the right sort of questions.

Read More: Read More: List of Basic Skills that Every Successful Sales Person should have

So what skills are needed to be a successful salesperson? In my experience, I am convinced that techniques and methods of sales are teachable to anyone who has the desire to learn. However, there are a few natural skills that are of great benefit if they already exist within those that want to be successful in sales. Without these, success will take a longer time but it can still be achieved. If there is no desire and dedication to learning or developing these skills, then the selling will be much

more difficult and often very stressful.

List of Basic Skills that Every Successful Sales Person should have

Effective Communicator Asks Great Questions Problem Solver Well Organized Self-Starter and Self-Finisher Positive Self Image Well Mannered and Courteous Naturally Persuasive Person of Integrity

Effective Communicator

Communication covers a lot of territory. I am not talking about superb orator skills here, but the ability to speak clearly and in a manner that is easy to understand. Sales is all about talking to people and getting them to understand what you are trying to communicate. Ability to Listen along with speaking, a great salesperson knows when to stop talking and listen. They never cut someone off while they are talking, because in doing so they would fail to hear a key element in identifying what that person's needs mig

ht be.

Asks Great Questions

Salespeople are naturally inquisitive and know that in order to isolate what the real need or desire is in the buyer, they need to ask questions that will lead them to the answer. They naturally ask questions because they have

a desire to help solve their problem.

Problem Solver

Another natural skill is the desire and ability to solve problems. Great salespeople are always solving problems. The ability to hone in on what the buyer's problem is and offering suggestions that will effectively solve the problem with respect to what products or services you sell, generally

results with a sale.

Well Organized

I am not necessarily speaking of your personal surroundings, but more with your thoughts and methods of planning. Sales people have a keen ability to break things down into smaller steps and organize a plan of action. They know how to analyze what their goal is and in what order the steps need to be in order to reac

h that goal.

Self-Starter and Self-Finisher

A successful sales person moves forward on their own. They never need anyone to tell them when it is time to go to work because they know that if they do not work they will not earn. They are also very persistent to finish what they start. They achieve their goals, e

ven if they are small ones.

Positive Self Image

Having the attitude that they can do just about anything that they put their mind to is usually very common among sales people. They do not cower from meeting or talking to people or trying something new. They rarely allow negatives that are either spoken to them or about them to effect what they are trying to accomplish because they know who

they are and what they are capable of doing.

Well Mannered and Courteous

The best sales people are very well mannered. You may not realize it, but a good manner is a way of showing respect for others. People are attracted to those that respect them and mutual respect is fundamental in building lasting relationships with people…i

ncluding buyers.

Naturally Persuasive

Another very common inherent skill with great salespeople is that they are very persuasive or know how to get what they want. They focus on what they want and they are persistent to keep chipping away until they get what they want. The

y almost never give up or give in.

Person of Integrity

A salesperson without integrity will have many struggles which will often include hopping from job to job. Honesty in sales is so important and it is almost impossible for this skill to be taught. You or the person y

ou are looking to hire is either a person of integrity or are not. Be as analytical as pos

sible on the evaluation of this skill.