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Presented By:
Lisa Young
VP of Zing Consulting Group

Compliments of our sponsors:

Zing Consulting Group ©2011
|
Zing Consulting Group ©2011 | www.zingcg.com

Kick The Year Off Right!
How to Successfully Sell & Market Your Business

The Art of Selling

“There is only one way to get anybody to do
anything. And that is by making the other person
want to do it.”
- Dale Carnegie


Selling is so simple … even a baby could do it.


Give them value!

Value Added Selling Includes:

• Customer Service

• Product/Service Quality

• After Sales Follow Up

Value Added Selling • Relationships
Value Added Selling is a sales technique that relies on
• Customer Conveniences – Resident
building on the inherent value of a product or service. It is
Only Features
selling the benefits – not the price!


LeaseLabs
Steven Ozbun | Business Development
2870 5th Avenue, Suite 202
San Diego, Ca 92103
619.233.4700 | steven@leaselabs.com
www.leaselabs.com

|
www.leaselabs.com
www.zingcg.com

Did You Know?

• According to a study in Sales and Marketing Management
Magazine, two-thirds of sales managers claim that selling value
is the most difficult problem facing salespeople today.

• Two independent studies reported more than ½ of all
salespeople fail to differientate their solution from the
competition.


According to Tom Reilly, author of “Value-Added Selling”,
there are 3 Types of Competitors & 3 dimensions of value:

3 Types of Competitors:

 Equalizers:
• These companies want to be as good as everyone else in their
industry. They constantly try to close the gap between them and their
competition.
• If a competitor offers a unique product or service, they will soon
mimic it.

 Differentiators:
• These companies want to be better than the rest and are constantly
looking for ways to stand out. They want to expand the gap between
them and their competition.

 Equalizers:
• These companies rarely focus on the gap between them and their
competitors – they focus solely on the customer’s needs and wants.
• They defeat the competition by serving the customer better


According to Tom Reilly, author of “Value-Added Selling”,
there are 3 Types of Competitors & 3 dimensions of value:

3 Dimensions of Value:

 Product / Service
• What does your product/service do for the customer? How does it
solve a problem for them?
• Example – you offer complimentary business services (fax, copy,
free Wi-Fi) for residents that work out of their home.

 Company
• What value added features does your company offer?
• Example – you offer a 30-day satisfaction guarantee

 Self
• What do you do personally for the customer that makes you stand
out from the competition?
• Example – You are an expert on your neighborhood features,
including school information, entertainment recommendations, etc.


What kind of things can you sell?

Keep in mind – value added selling is • In Home Washer/Dryer
not what you deem valuable … it is
• Dog Walking Services
what your customer deems valuable!
• Easy Access to Public Transportation
It is not a one-size-fits-all sell!
• Extra Storage Space

• Resident Benefits Club

• Pay Rent Online Service

• “Walkable” Neighborhood

• Resident Activities & Events

• Furniture Rental Service
Find out what’s important to them!


CORT Furniture
Steven Ozbun | Business Development
2870 5th Avenue, Suite 202
San Diego, Ca 92103
619.233.4700 | steven@leaselabs.com
www.leaselabs.com

|
www.cort.com
www.zingcg.com

Activity
1. Make a list of a potential customer’s needs, wants and fears
2. Circle possible “pressure point” features (the items that would affect
their purchasing decision).
3. Determine how you would sell a value-added feature to them in
order to keep the sale.


Find out what
they need!
Examples of Need Base Sales
Questions:
Need Base Selling

Need Base Selling is a sales approach where the salesperson
• Can I ask you what specifics you
helps the prospect or customer make an informed purchasing
are looking for in your new home?
decision based on their identified needs.

• What don’t you like about your
current home?

The right questions will create curiosity in • What is standing in the way of
the prospect that will lead them into moving forward with the lease
wanting your services! today?


But, what if they say no?

What to remember about sales objections…

• Don't be scared of them!

• Objections are a sign that the prospect is serious about their purchasing decision

• Objections allow you to better understand the consumer and what they need.

• Objections can help you build a stronger relationship with the consumer

• Objections occur for numerous reasons – the consumer could be looking for more
information.

• Objections are just another step in the sale process – embrace them!


Sales objections show interest and enable the
salesperson to give more information to the
prospect.
T here are 3 types of sales objections:

Conditions

Stalls

True Objections


Conditions

Something that prevents the person from purchasing until their stipulation is met.
Example: “I need my roommate to see if before I can make a decision.”

Ask questions to determine the nature of the condition and try and schedule a set time to re-discuss the sale,
once the condition is met.

Example: “You mentioned your roommate would be in town on Tuesday, can we set up a time that I can give
you both a tour?”


Stalls

When the prospect is putting off making a decision
Example: “I want to think about it.”

Let the prospect know that you understand and accept their hesitation, but ask questions to find out what the
real problem is.

Example: “I understand this is a big commitment, are you concerned with the lease terms?”


True Objections

When the prospect has a genuine reason to make a purchase
Example: “I don’t have enough money.”

Let the prospect know that you respect and appreciate their objection and offer other possible options.

Example: “I understand our one bedroom is out of your budget. Would you be interested in being
put you on the wait list for the studio apartment?”


Any ways to eliminate
How to prepare for objections: objections?

1. Don’t go on the defensive
• The consumer’s objection means something to • Learn everything you can about the
them. Don’t dismiss it or make them defend it. consumer, your business, competitors
and industry. Develop a broad range
2. Restate the objection of knowledge and you will be
• Restate their objection in your own words to show prepared to squash objections before
the consumer that you listened and understand they happen.
their concern.
• Match the consumer with the
3. Reframe the question product or service they need – don’t
• Reframe the objection in terms of how your try to sell them something they didn’t
product or service will overcome it. ask for.

• Fulfill all the steps of the sales
process in order (i.e. don’t ask for the
sale without building a strong rapport
first)


Now that you have sharpened your
sales skills …


How do you get motivated?

Ian Dickson (an internationally known sales coach)
believes that there are 7 motivational techniques an
indivudal uses in otder to become motivated.


Sales Motivation

1. Motivation through Challenges:
Individuals are motivated when working towards personally
meaningful goals. In order to do so, they must complete
challenging, but attainable activities – they want the challenge! “Enthusiasm is
2. Motivation through Curiosity:
Individuals are motivated when in an environment that excitement with
stimulates their interest to learn and do more. Present these
individuals with something to do that connects their current inspiration and a
knowledge skill set with skills at a more desirable level if that
person were to engage in a specific activity. pinch of
3. Motivation through Control:
Individuals are motivated when they feel like they are in control
creativity,”
of their future and what happens to them. To stay motivated,
individuals must understand the cause and effect relationship
between an action and the end result.
4. Motivation through Fantasy:
Individuals are motivated when they feel like they are in control
- Bo Bennett
of their future and what happens to them. To stay motivated,
individuals must understand the cause and effect relationship
between an action and the end result.


Sales Motivation
5. Motivation through Competition:
These individuals gain a certain amount of satisfaction by
comparing their performance to that of others.

6. Motivation through Cooperation:
Individuals are motivated when they are cooperating with
others or if they believe they are helping others achieve their
goals.

4. Motivation through Recognition:
Individuals are motivated when their accomplishments are
recognized by others. However, unlike motivation through
competition, you do not compare their achievements to those
of others.


Motivation Works!


What kills motivation?

Motivation can be lost when an individual loses focus, becomes
discouraged, feels overwhelmed, procrastinates or isn’t where they
want to be (both professionally or personally).


How do you stay away from
motivational drainers?
Activity:
• Be specific with your goals – You will be more motivated to
“increase my sales by 5%” than by just “increase my sales”. 1.Write down 5 “career values” that
are important to you in your career.
• Have a plan of attack – Create an action plan, so you always
know what your next step will be. When you don’t know where 2.Prioritize those values in order of
to go, you can’t get to where you want to be. importance (1-5, with 1 being most
important).
• Surround yourself with positives – Make sure that you
eliminate self-criticisms and negative thoughts about yourself.
Surround yourself with upbeat and enthusiastic people.
3.Write down how your current job
satisfies those career goals.
• Be committed – Commit to your goals on a continual basis and
limit distractions.

• Recruit – Recruit your family, friends and coworkers to hold you
accountable for your goals.


Motivation is also about personal accountability.

Personal accountability is doing what
you say you will do and being
answerable for your actions or lack
thereof.


Consider this…
Here is a story about four people named: EVERYBODY, SOMEBODY,
ANYBODY and NOBODY who all work at the same company.

There was an important job to be done and EVERYBODY was sure
that SOMEBODY would do it. ANYBODY could have done it, but
NOBODY did it. Now, SOMEBODY got angry because it was
EVERYBODY’s job. EVERYBODY thought ANYBODY could do it, but
NOBODY realized that EVERYBODY would not do it.

In the end, EVERYBODY blamed SOMEBODY when NOBODY did
what ANYBODY could of done.

Had EVERYBODY agreed to a common goal and SOMEBODY
volunteered to take ownership, ANYBODY would have been happy
to help complete the task and the results would have been very
different.


How do you achieve personal
accountability in the workplace?
Personal Responsibility Personal Empowerment

Begins with the employee taking full Employees must be willing to take
ownership of a task and its outcomes. personal action to see that the end
They must have the belief that they can results happen.
and will get the tasks completed.

Clear Agreement Personal Accountability

Once employees are willing to take Employees must be willing to answer
responsibility, a clear agreement must for those outcomes – good or bad.
be in place between the giver and the
receiver.


“It is not only
what we do, but
also what we do
not do, for which
we are
accountable.”

- Moliere


You know how to sell…

You are excited to start selling…

But how do you get customers to sell
to?


Word-of-Mouth or Referral Marketing

• 53% of Americans are highly
likely to believe in the credibility
of a recommendation from a
family member or friend.

• 51% are highly likely to pass
the information along to others.

• 48% are highly likely to make a
purchase based on these type of
recommendations.
*According to the American Marketing Association


Referral Marketing
Referral influence is greatest when buying a
product for the first time or if the products are
relatively expensive.

Word-of-mouth recommendations cut through the
“noise and fluff” of marketing campaigns. They give
you credibility without much cost.

According to Jacques Bughin (author of the McKinsey Quarterly),
there are 3 types of word-of-mouth marketing:

• Experimental – This results from a consumer’s direct
experience with a product or service that goes either
above or below their expectations.
• Consequential – This results in marketing efforts that
trigger word-of-mouth. Consumers receive the marketing
messages being put out to the public and pass them
along.
• Intentional – This occurs when marketers use celebrity
endorsements or public influencers to trigger positive
buzz about a product or service.


What has the digital age done to
word-of-mouth marketing?


Technology’s Effect on Word-of-Mouth Marketing
“It’s a consumer-driven world”

• Conversations are no longer an intimate conversation

• Consumers now write online consumer reviews – immediately after having their
experience

•• Opinions are now shared and seen by hundreds through social networks, consumer
Opinions are now shared and seen by hundreds through social networks, consumer
blogs and review websites
blogs and review websites

•• Word-of-mouth messages can now be seen throughout the world, instead of
Word-of-mouth messages can now be seen throughout the world, instead of
“locally” through close networks
“locally” through close networks

• Consumer reviews don’t disappear – they are available 24/7


A study by McKinsey Research found… How do you gain referrals?

• The content of the message must address • Ask potential customers to “try” your
product or service to build excitement and
important product or service features in genuine recommendations.
order to influence consumers. Hold open houses and invite
neighbors, local business owners,
• Example: a mobile phone’s design is more chamber members, etc.
“buzz worthy” than its battery life.
• Give out surveys or ask your customers
Skincare ingredients and packaging had for their opinions
more word-of-mouth potential than the
way it made women feel. •Provide a forum for influencers to talk
about you – consider a consumer blog.
• Companies need to outperform on
• Provide quality products and services –
features that matter to consumers and will people WANT to talk about their
provide more consumer referrals experiences

•Develop a referral program that rewards
your current customers


RentMineOnline
Ed Spiegel| CEO
415.829.2892 | sales@rentmineonline.com
www.rentmineonline.com

|
www.cort.com
www.zingcg.com

You didn’t think we could

talk marketing without

bringing up social media,

did you?


Social Media Marketing


Social Media Marketing
*Social Media Marketing Industry Report

What are the advantages to using social media?

• 85% of businesses using social media said it generated exposure
• 63% said it helped increase traffic
• 56% said it aided in building new business partnerships


Why use Social Media?

• Brand Building

• Relationship Management

• Product Development

• Reputation Management

• Customer Interaction

• Customer Feedback

• Customer Support Social media should offer users engaging
content, helpful information, streamlined
• Community Building
service and constant user incentives.

• Increase SEO Ranking
- Inc. Magazine


What can you use social media for?
• Host an online game or contest
Have users submit pictures of themselves throughout your
community or at neighborhood hot spots. Other users can Conversations about
vote for their favorite photos and the winners can win a
special prize. your business are
going to happen,
• Give consumers a say whether you take part
Solicit ideas from your social media networks regarding
what or not. Embrace it.
new services they would like added to your community.

• Show consumers around
Film a video of your community, pointing out unique
features
and amenities and upload it to YouTube.

• Use “check-in” feature to promote your business
Location-based social mapping services (foursquare, Google
Latitude, Loopt, Facebook Places) allow consumers to
benefit
from their influence. Some retailers give discounts to those
who “check in” to their store. Users can also find friends,
share their locations, send updates, tips, photos &
comments. Zing Consulting Group ©2011 | www.zingcg.com

What to consider ...
• Target Audience: Who are your users going to be? How to they prefer to communicate?

• Goals: What do you want out of your social media campaigns? Are you looking to attract new
prospects? Increase your customer retention? Grab buzz for new products or services?

• Measurement: How will you know if you are successful?

• Competition: Are your competitors using social media? If so, what are they doing?

• Content: What type of social media content will you use? Audio? Video? Text?

• Offer: How will you convert users/participants into customers?

• Tools: What social media sources will you use? Twitter? YouTube? Facebook? Blogs?

• Resources: Can you invest time into your social media campaigns? How often will you update?
Will you have one point-of-contact or a team of contributors? Should you use a third-party
service?


Community Sherpa | Apartment Finder
Fran McManus| Publisher
650.994.2247
fmcmanus@apartmentfinder.com
www.community-sherpa.com

|
www.cort.com
www.zingcg.com

How do you know what people are
saying about you?

Online Reputation Management is the practice of
monitoring the Internet reputation of a person, brand or
business.

Online conversations should be monitored on a
continual basis to ensure you know what is being
said about your brand. However, due to the size
and speed of the Internet, it is a difficult process
that requires a variety of monitoring resources.

The first step to online reputation management is to
monitor the online conversations manually.


What tools monitor online conversations?
Brand Mentions
• Google Alerts: Choose specific keywords (your brand, company name, key executives) and Google
will email you a list of websites, blogs, articles, etc. where those keywords were mentioned.
• How Socialable: Measures your brand’s visibility on the social web by searching the top 20 social
networking sites and ranking its performance.
Blogs
• Google Blog Search: Just type in the keyword you are looking for and Google will search all published
blogs on the internet that mentions that keyword.
• IceRocket: An invisible tracker that will count your blog visits and gather statistics on your blog visits.
Twitter
• Twilert: Sends users regular email updates of published tweets that contained your brand, company
name, product or service.
Trends
• Google Trends: Allows you to enter up to 5 topics and see how often they have been searched on
Google over time
• Serph: (Still in BETA) A “buzz” tracking tool that searches various online social media sites to find the
lastest buzz on the web.
Message Boards
• BoardTracker: Search all message boards for specific keywords related to your brand or company


Social Media is Relationship Marketing

Relationship Marketing is an approach that emphasizes
customer retention and satisfaction rather than focusing
on sales. It’s all about the relationship with the customer.

• The cost of acquisition occurs at the beginning of
the customer relationship, so the longer the
relationship, the lower the cost.
• Long-term customers are less price sensitive
• Long-term customers tend to initiate word-of-
Relationship Marketing
mouth referrals
extends communication far
• Customers are more loyal to a specific brand or
beyond traditional
company when they have been a long-term
advertising and
customer
promotional messages.
• Increased customer loyalty makes the employee’s
job easier and more satisfied.


The Relationship Ladder of Customer Loyalty

The Relationship
Ladder of Customer
Loyalty ranks
customers, according
to their level of
loyalty. In
relationship
marketing, the goal is
to take the customer
as high up on the
ladder as possible.


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