1. Contemporary Selling 2016 Final Exam Dr. Carlos Valdez
Integrated Business Program
College of Business Administration
University of Central Florida

2. Outline
Module 1
Module 2
Module 3
Sales Math
Sales tools

3. Module 1: Introduction to Sales
How Consumers and Companies buy products
Sales Fundamentals
The Power of your process
The ultimate customer-engagement model

4. How consumers buys products/services
Grewal and Levy (2014)

5. How companies buys products/services
Grewal and Levy (2014)

6. The power of your process: Sales stages
Presale activities
Make a list about your prospect
Test your product knowledge
Create a written call strategy
Practice your call
Customer engagement
Create connection
Identify and prioritize customer issues
Create credibility
Solve the problem
Gain commitment
Post-sale activities
Make a list of implementation steps
Create a process for customer-service contact and resolution
Create a feedback questionnaire

7. The Ultimate Customer-Engagement model
1. Create a genuine connection
My why story
A 90 second to 2.5 minutes story introducing yourself.
2. Discuss problems/issues (consultative quantifying)
The 4 I’s
Identify, Impact, Invasiveness, Iceberg
3. Share a company story
The company WHY story
Shows why your company does what it does ( belief, how and what you do)
4. Solve the problem
5. Overcome the objections
6. Ask: What do you want to do?

8. Module 2: The B2C sales process
Targeting high potential customers
The customer acquisition
Customer service and improving the relationship

9. Targeting High potential customers
Building Customer Loyalty
Identifying your best customers
Value pyramid, 80/20, Customer lifetime value, RFM
Leveraging your best customer
Retaining, customer behavior, platinum question
Instituting Customer Loyalty
Loyalty stages, Action plan (6 steps)

10. Customer acquisition Set business goals Entice customers
SMART goals, determining leads and future sales, KPI for web, social, search and
Entice customers
Key demographics, Content, SEO, keywords
Convert prospects in qualified leads
Compelling offer, CTA, Landing Page and database

11. Customer acquisition Digital Marketing Strategy
Website, SEO, Search, social, Video, and Display
Paid, owned and earned

12. Customer Service Fundamentals
The value of outstanding customer service
Customer service vision
Building rapport
In person, by the phone and
Solving problems
Ownership
Measuring your success
Performance metrics, perception metrics and outcome metrics

13. Module 3: The B2B sales process
Sales Skills
How to communicate and influence others
Strong presentations and good negotiations
Social selling

14. Sales Skills
The 8 steps of the sales process

15. How to communicate and influence others
The 18 methods of influence

16. Making great sales presentations
Connecting with the audience
Mannerisms
Appearance

17. Public speaking fundamentals
Preparing your speech
Warming up
Opening
Delivering
Closing

18. Negotiation fundamentals
Framing
Anchoring

19. Social selling Up and running with social selling
6 ideas to improve your LinkedIn profile
Up and running with LinkedIn Sales Navigator
What is LinkedIn Sales Navigator?

20. Sales Math Gross profit margin Profit Cost per Acquisition
Basic Customer Lifetime Value formula
Retention

21. Gross profit margin Formula= sales price – cost of good Sales price
Calculate the gross profit margin for the following smart phones sold at a local store.
iPhone, sales price $600 and cost of good $200.
Samsung Galaxy price $590 and cost of good $160

22. Profit Sales or revenue
Revenue-costs= Profit
If in the month of March, they sold 6 iPhones and 5 Samsung Galaxy in which type of phone they made more profits?

23. Cost per Acquisition
Formula= Average revenue per customer = yearly revenue/yearly customer count
What was the average revenue per customer for the month of March?
And if you going to assign 10% of the average revenue per customer for covering the cost per acquisition, then how much money can you assign to bring one customer?

24. Basic Customer Lifetime Value Formula
CLV = m * L – AC
m= contribution margin generated from a customer in a year
L= expected purchasing life of a customer
AC= up-front cost of acquiring a customer
Calculate the CLV for a high-end customer that will stay for three years with a contribution margin of $500 per year. Use the same acquisition cost calculated on the previous problem.

25. Retention
Churn rate= percentage of existing customers who stop purchasing your product, often measured in a year.
What is the retention rate and churn rate for the business if in the month of April, 7 March customers return to the store to buy a product or service?

26. Answers GPM: iPhone: 67% and Samsung 73%
Profit: iPhone $2,400 and Samsung $2,150
Revenue per customer: $595 and CPA:$59.54
CLV: $1,440.46
Retention rate: 64% and Churn rate:36%

27. Tools Social Explorer Simply Map Google Adwords Mailchimp Qualtrics
LinkedIn
LinkedIn social Navigator
Salesforce.com

28. Thank You
Q&A