Contemporary Selling
2016
Dr. Carlos Valdez
Integrated Business Program
College of Business Administration
University of Central Florida
Activities for today
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Social Selling
In-class Activity
Study Guide Final Exam
IB competition
Case 11 (Last case)
Quiz 11 (Last quiz)
Exam 3 (Due April 26 at 6:00 P.M.)
Next session (no mandatory attendance)
 Study guide revision
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B2B
 Pre-sale
▪ Contact
▪ Approaching
▪ Assessment
 Customer engagement (Sale)
▪ Presentation
▪ Handling objections
▪ Commitment
 Post-sales
▪ Follow-up
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Meet with your team and write in the
board the best practices for the action
assigned by the instructor:
 Rachel: Professional photo
 Jessica: Headline
 Nathalie: Search optimized summary
 Carla: Search optimized skills
 Kenneth: Recommendations that build trust
 6: Personalize your LinkedIn URL
http://www.salesforce.com/small-business-solutions/
https://www.youtube.com/watch?v=mDP3gPf3Mkw
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Module 1
Module 2
Module 3
Sales Math
Sales tools
Module 1: Introduction to Sales
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How Consumers and Companies buy
products
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Sales Fundamentals
 The Power of your process
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The ultimate customer-engagement model
Grewal and Levy (2014)
Grewal and Levy (2014)
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Presale activities
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Customer engagement
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Make a list about your prospect
Test your product knowledge
Create a written call strategy
Practice your call
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
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1. Create a genuine connection
 My why story
▪ A 90 second to 2.5 minutes story introducing yourself.
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2. Discuss problems/issues (consultative quantifying)
 The 4 I’s
▪ Identify, Impact, Invasiveness, Iceberg
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3. Share a company story
 The company WHY story
▪ Shows why your company does what it does ( belief, how and what you do)
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4. Solve the problem
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5. Overcome the objections
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6. Ask: What do you want to do?
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Targeting high potential customers
The customer acquisition
Customer service and improving the
relationship
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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)
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Set business goals
 SMART goals, determining leads and future
sales, KPI for web, social, search and email
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Entice customers
 Key demographics, Content, SEO, keywords
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Convert prospects in qualified leads
 Compelling offer, CTA, Landing Page and
database
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Digital Marketing Strategy
 Website, SEO, Search, social, Video, Email and
Display
 Paid, owned and earned
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The value of outstanding customer service
 Customer service vision
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Building rapport
 In person, by the phone and email
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Solving problems
 Ownership
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Measuring your success
 Performance metrics, perception metrics and
outcome metrics
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Sales Skills
How to communicate and influence others
Strong presentations and good
negotiations
Social selling
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The 8 steps of the sales process
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The 18
methods of
influence
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Connecting with the audience
Mannerisms
Appearance
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Preparing your speech
Warming up
Opening
Delivering
Closing
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Framing
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Anchoring
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Up and running with social selling
 6 ideas to improve your LinkedIn profile
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Up and running with LinkedIn Sales
Navigator
 What is LinkedIn Sales Navigator?
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Gross profit margin
Profit
Cost per Acquisition
Basic Customer Lifetime Value formula
Retention
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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
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Sales or revenue
 Revenue-costs= Profit
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If in the month of March, they sold 6
iPhones and 5 Samsung Galaxy in which
type of phone they made more profits?
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Formula= Average revenue per customer =
yearly revenue/yearly customer count
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What was the average revenue per customer
for the month of March?
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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?
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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
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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.
 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?
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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%
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Social Explorer
Simply Map
Google Adwords
Mailchimp
Qualtrics
LinkedIn
LinkedIn social Navigator
Salesforce.com
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The Integrated Business program is
proud to announce a competition for IB
majors in their final semester.
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We plan to launch the contest in fall
2016. Entry instructions and deadlines
will be provided then.
The purpose of this competition is for an IB student to create a
detailed professional development plan that highlights the
skills and knowledge he or she gained in the program’s
coursework.
 A graduating student will enter the contest by submitting a link
to an electronic portfolio created in Canvas
(Webcourses@UCF).
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The portfolio will include required components from each of
the eight required IB classes, and will also reflect the student’s
restricted elective class.
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Each component will demonstrate skills and knowledge
acquired in that course.
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In total, the portfolio will contain a plan describing the
student’s professional motivations, goals, and intended
activities for the five years after graduation.
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Instructions for the individual course-related
components will be provided in IB classes.
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Included with the instructions will be the
rubric that will be used to evaluate the
component in the first round of the
competition.
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Opportunities to learn how to create an
electronic portfolio in Canvas will be
provided.
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A team of faculty will score each entry using the
rubrics provided in the instructions.
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The five students earning the highest total scores
(added up across the portfolio’s components) will
advance to the final round.
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Finalists will make 15 minute presentations to the
Integrated Business Advisory Board, who will
determine 1st, 2nd, and 3rd place winners.
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Scholarship prizes will be awarded.
And last chalk talk exercise
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Take a picture of your individual profiles today.
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Then apply all the profile changes from the video to your
LinkedIn profile and then take a photo and write a brief
explanation of what you did.
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Write “recommendations that build trust” in your
classmates LinkedIn profiles and vice versa.
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Recognize “skills” in your classmates LinkedIn profiles and
vice versa.
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Create one Power Point to show how do you improve your
LinkedIn profile following the 6 recommendations covered
today. Include photos of then and after. Also include
photos of the “recommendations that build trust” and
“skills” that you created for your classmates.
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Create a free salesforce.com account at
 http://www.salesforce.com/small-businesssolutions
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Take the tours and in a Power Point include the
following:
 A screenshot of salesforce.com with your username.
 In one slide explain how salesforce.com can help to
bring new customers.
 In one slide explain how sales force.com can help you to
retain customers.
Q&A