Tactical and practical persuasion and selling

1. Tactical and Practical
Persuasion and Selling
Rey Lugtu
www.reylugtu.com

2. A service provider going into banking industry?

4. A telco provider becoming a bank?

5. A telco provider becoming a bank?

6. ANOTHER INNOVATION
A water provider becoming bank-like?

7. MARKET
INNOVATION IS KEY

8. AGENDA
Understanding your potential customers
Existing versus Emergent Customers
Filipino Values and Filipino Social Framework
Understanding Your Persuasion Styles
5-Stage Sales Cycle Process
Stage 1: Strategies for Reaching your Emergent
Market
Networking Strategy
Direct Outreach Strategy
Internet and Mobile Strategy

9. AGENDA (cont’d)
Referral Strategy
Speaking and Demonstrating Strategy
Keep-in-Touch Strategy
Tie-up and Partnership Strategy
Stage 2: Building trust and credibility: Demonstrating
your knowledge, solution, and value
Stage 3: Closing the sale: Integrating the value
into the client
Stage 4: Delighting the customer: Over-delivering
value
Stage 5:
Expanding the sale: Up-selling, cross-selling and
expanding the network

10. Persuasion and selling
Selling – exchange of goods and services
for an agreed sum of money
Persuasion – pushing your agenda
through the network of relationship

11. Understanding your potential
customers

12. Existing versus Emergent Customers
Existing
customers
Emergent
Customers

13. Emergent Customers
Silver Market/Baby Boomers
Empowered women
Teens
OFW families
Home office entrepreneurs
Gay/lesbian/transgender markets
Modern man

14. Silver Market/Baby Boomers
Socially connected – peers, grandchildren,
neighbors
Growing internet connectedness
Do not like stereotypes
Thinks of themselves as younger than
they are

15. Empowered Women
Educated and financially strong
Responds to emotional appeals
Naturally gravitate to groups and
communities
Use the Internet more, for practical
reasons

16. Teens
More spending power
Growing influence in
family spending
Tech savvy – Internet
and mobile
Socially connected –
friends, groups

17. OFW Families
More than 5 million OFWs
More spending power
Internet connectedness to relatives
Low to high savings
Family decision-making

18. Home Office Entrepreneurs
Socially connected
Tech savvy – Internet and
mobile
Business-minded
Moderate to high risk-
takers

19. Gay/lesbian/transgender
(GLBT) markets
Family-centric, family as
influencers
Spends discretionary
income on investment and
financial services, among
others
Desires inclusion in popular
culture

20. Modern man
 Value the quality of customer
service
 Relies on family members, friends
and peers as source of
information
 Enjoy mall activities, window
shopping
 Enjoys networking
 Frequents gyms, spas wellness
centers
 Tech savvy

21. Workshop
 Divide to 7 groups
 Create a fictitious customer that belong to the
following emergent market:
Group 1-Silver Market/Baby Boomers
Group 2-Empowered women
Group 3-OFW families
Group 4-OFW families
Group 5-Home office entrepreneurs
Group 6-Gay/lesbian/transgender markets
Group 7- Modern man

22. Workshop (cont’d)
 Define the fictitious character in terms of:
Customer classification (use emergent customers)
Customer name
Hometown
Age
Occupation
Hobbies
Family status
 Brainstorm as many customer needs; be specific
e.g. an 17-year old lady would need money to
spend on beauty products
 How would PFB meet those needs

23. Format
 Customer classification (use emergent
customers)
 Customer name
 Hometown
 Age
 Occupation
 Hobbies
 Family status
 Needs (list as many as you can)
 How PFB can meet those needs

24. Filipino Values and
Filipino Social Framework

25. Social Organization
Paternalism:
respect for
authority
Familism:
emotional
closeness &
family
security
Personalism:
Small group
centeredness
Filipino Social Framework

26. Hiya
Delicadeza
Amor propio
awa
Bahala
Galang
Utang-na-loob
Pakikisama
Pakikitungo
Pakikiramay
Filipino Values
ASAL
Damdamin Dangal
Kapwa

27. Persuasion and Selling thru
Filipino values
SELLING
Network-Influence Lines
Social Organization
Paternalism Familism:
Personalism

28. Understanding Your
Persuasion Styles

29. Audience
Characteristics
• Filipino values
Communicator
Characteristics
• Relationship
• Credibility
• Attractiveness
Message
Content
• Features/Benefits
• Emotional appeals
Communication Medium:
F2F, email, press, etc
Persuasive Communication

30. Persuasion Styles

31. What is your persuasion style?

32. Persuasion Styles
Other oriented:
•When you are initially focused more on
social considerations – existing
relationships, the political environment,
and other people’s interest
•Harness these insights to make you
message especially appealing to a
particular audience
Self-oriented:
•You tend to focus first on your internal
perspective – the authority you want to
assert, the need you want to express, or
the evidence you want to demonstrate
•You put your message out with less
attention to customizing it for a particular
audience
Tries first to dominate the
discussion
Prefers to listen first and
then quietly give their views
when asked

33. How does each style work?

34. Driver (high volume – self oriented)
Andy Grove
Founder, CEO, Intel
1936 --
“Constructive
Confrontation”

35. Commander (low volume-self oriented)
J.P. Morgan
Financial Tycoon
Founder, J.P. Morgan
1837-1913

36. Promoter (high volume-other oriented)
Andrew Carnegie
Founder, Canegie Steel
1835-1919
Net worth: $298.3 billion

37. Chess Player (low volume-other oriented)
John D. Rockefeller
Industrialist
1839-1937
Net worth: $ 318.3 billion

38. Advocate (balanced)
Sam Walton
Founder, Wal-mart
1918-1992
Net worth: $128.3 billion

39. Persuasion Styles

40. 5-Stage Sales Cycle Process

41. 5-Stage Sales
Cycle Process
Stage 1:
Reaching your
Emergent market
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 4:
Delighting the customer:
Over-delivering value
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network

42. Stage 1:
Strategies for Reaching your
Emergent Market
5-Stage Sales
Cycle Process
Stage 1:
Reaching your
Emergent market
Stage 1:
Reaching your
Emergent market
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 4:
Delighting the customer:
Over-delivering value
Stage 4:
Delighting the customer:
Over-delivering value
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network

43. Networking Strategy

44. What is Networking
Connecting with another human being
means that you’re in sync with, and
relevant to, each other

45. 50/50 Networking Rule
We share our
networking focus
evenly between
potential clients and
other people.

46. How to Network
Share what you know
Share whom you know
Share how you feel

47. Networking Opportunities
Informal networking
opportunities
Casual chat in line at the
grocery store
Speaking with your
neighbor while you walk
your dog
Attending a birthday party

48. Networking Opportunities
Online networking opportunities
Social networking sites: Friendster, Facebook,
Multiply
Business networking site: LinkedIn
Online discussion groups and forums: Yahoo
groups, Google groups
Send an online note to all potential clients
Start on a friendly note
Introduce the company
Make a pitch on the services

49. Facebook

50. Linkedin

51. Networking Opportunities
Formal networking opportunities
Toastmasters club
Local chamber of commerce meetings
Trade association meetings
Conferences, conventions

52. Networking Events – What to do
 Do arrive on time
 Do smile and be friendly
 Do focus on giving
 Do prepare for the event
 Do introduce yourself to the person hosting the
event
 Do introduce yourself to the bigwig
 Do offer something when first meeting someone,
whenever possible
 Do start conversations by asking questions

53. Networking Events – What to do
Do identify two or three things you’d like to
learn from the people at the function
Do take initiative
Do be inclusive
Do ask for business card and then keep in
touch
Do have pen with you always

54. 30-Day Networking Plan
Create an online networking site in next 7
days
Identify an informal meeting – party,
reunions, gathering in the next 30 days
Identify a club, meeting, or conference that
you will join/attend in the next 30 days

55. Workshop
 Divide into 7 groups (same grouping)
 Brainstorm on how you can build a network with
your emergent market
 Group 1- Modern man
 Group 2- OFW families
 Group 3- Gay/lesbian/transgender markets
 Group 4- Empowered women
 Group 5- Home office entrepreneurs
 Group 6- OFW families
 Group 7- Silver Market/Baby Boomers
 List 5 approaches/action plans
 15 minutes

56. Direct Outreach Strategy

57. When to Use Direct Outreach
To an ideal client or others within your
target market to let them know how you
can serve them
To the decision maker at an organization
or association to promote your service

58. Direct Outreach Tools
Letters
Calls
E-mails
Brochures and flyers
Press release

59. Letters
Indentify who you will send letter to
Letter then follow up with phone call or
email
Make it personalized
Do your homework – find out everything
you need to know about the person

60. Letter Format
 Start your letter by telling the reader why you’re
writing
 Flatter your reader but be sincere
 Next step is to expand upon your reason for
writing and make your case
Is it going to be successful
Is it worth doing?
Is this person able to do what he says he can?
 Finally, make sure that your suggested next steps
are very clear.
You must let the reader know exactly how to take
advantage of your offer, what you want him to do, and
when you want him to do it.

61. Calls
Use calls to keep in touch and
follow up with every ideal client
or potential customer you meet
Make the call personal and
emotional

62. E-mail
After meeting someone at a
networking event or social
occasion, sending a quick and
personal email is an effective way
of deepening the connection
Use email in conjunction with other
direct outreach tools

63. Brochures and flyers
Have brochures “professionally” done
Customize to locality
Maximize value of brochure or flyer by
giving them to target market

64. Promoting through the Press
Look for ways to get free publicity through
community outreach, feature articles, etc
Publicity lends credibility
Localize the content

65. Steps to Planning and Executing Your PR
Campaign
Clarify your goals
Identify whom you want to reach and
connect with
Choose which media outlets you’re going
to target e.g. local newspaper
Write the press release that makes your
announcements
Submit your press release to media outlet

66. 30-Day Direct Outreach Plan
Identify target potential clients
Choose from among the tools:
Letters
Calls
E-mails
Brochures and flyers
Press release
Put together your message
Timelines of execution

67. Internet and Mobile Strategy

68. Internet and Mobile
15 million internet users
All OFWs abroad are using
Internet and mobile
60 million mobile subscribers

69. Internet Strategy
Use your company’s website to link with
potential customers
Put a link of your website in your email
signature
Place your web address in brochures, business
cards
Use tell-a-friend forms in your website
Use your social networking site e.g. LinkedIn,
as your alternate company website

70. Mobile Strategy
Build a database of mobile subscriber
numbers from existing clients and network
Use mobile as customer service tool, e.g.
sending reminders, birthday greeting
Use mobile phone to send promotions
Use mobile phone to supplement
networking strategy, direct outreach, and
referral strategy

71. 30-Day Internet and Mobile Strategy
 Internet
Put a link of your website in your email signature
Place your web address in brochures, business cards
Use tell-a-friend forms in your website
Build your social networking site e.g. LinkedIn, as your
alternate company website
 Mobile Strategy
Build a database of mobile subscriber numbers from
existing clients and network
Use mobile in customer service and promotion

72. Workshop
 Divide into 7 groups (same grouping)
 Brainstorm on how you can build use direct outreach
strategy and Internet/mobile strategy with your emergent
market
 Group 1- OFW families
 Group 2- Silver Market/Baby Boomers
 Group 3- Gay/lesbian/transgender markets
 Group 4- Modern man
 Group 5- OFW families
 Group 6- Empowered women
 Group 7- Home office entrepreneurs
 List 5 approaches/action plans
 15 minutes

73. Referral Strategy

74. Finding Referral Opportunities
From existing clients
From immediate contacts,
e.g. friends, relatives
From networking activities

75. Beginning the Referral Process
1. Identify your clients’ benefits
2. Identify why others would refer to you
3. Identify the types of referrals you seek
4. Identify the places where your referrers
meet ideal referrers
5. Clarify and communicate how your
referrers make a referral

76. Beginning the Referral Process (cont’d)
6. Ask for referrals
 Situations that lead to a natural referral
conversation
 Your clients thanks you for a great session or
job well done
 Your ideal client asks you for more services
 Your ideal client asks for clarification on a
process or concept
 Your ideal client describes a past problem
that you helped fix or goal you helped him or
her achieve

77. Beginning the Referral Process (cont’d)
7. Facilitate the referral connection
Offer to meet, consult with, or advise
anyone who is important to your clients
Hand out a card or send an email that
clients will pass on to friends and family
Ask them to write down the names of
these people and ask them how you
should best get in touch and you do it

78. Beginning the Referral Process (cont’d)
8. Follow up with referrals and referrers
Hold private meetings and demonstrations
Tell them what to expect, how you work, and
benefits they will experience
Include administrative details too – help
clients feel as comfortable as possible
Provide third party articles and facts that
support your analysis in describing benefits
they will achieve
Invite clients to work with you, with specific
date and time

79. Other Professionals – The Source of
Referrals
Professionals who offer services and
products that are complementary to yours,
and work with target market, are ideal
sources of referrals
Join organizations and associations where
these professionals are members of

80. Affiliate Fees and Rewards Programs
Create rewards for those
who refer others to you
Formal affiliate program
where you pay cash to
referrer
Coupons for discounts
on services, products, or
programs

81. 30-Day Referral Program
1. Identify your clients’ benefits
2. Identify why others would refer to you
3. Identify the types of referrals you seek
4. Identify the places where your referrers meet
ideal referrers
5. Identify professionals who offer services and
products that are complementary to yours, and
work with target market that can refer clients to
you
6. Draft your message how your referrers make a
referral
7. Create rewards for those who refer others to you

82. Workshop
 Divide yourselves into five groups
 Group 1- Home office entrepreneurs
 Group 2- OFW families
 Group 3- Modern man
 Group 4- Gay/lesbian/transgender markets
 Group 5- Silver Market/Baby Boomers
 Group 6- Empowered women
 Group 7- OFW families

83. Workshop (cont’d)
 Brainstorm, agree on a referral program, and report.
1.Identify why others would refer to you
2.Identify the types of referrals you seek
3.Identify the places where your referrers meet ideal
referrers
4.Identify professionals who offer services and products that
are complementary to yours, and work with target market
that can refer clients to you
5.Draft your message how your referrers make a referral
6.Create rewards for those who refer others to you
 15 minutes limit

84. Speaking and Demonstrating
Strategy

85. Self-Promotion
Invite target market to events that you
produce
Community educational seminars
Company-level talks
Barangay-level seminars
Demonstrations and Educational Events
School and university speaking engagements

86. Why Events are Important
Leverage your time to connect with as
many people
Leverage the power of communities
You’ll be viewed as a generous connector

87. Presenting in Events
Plan your presentation or talk
Define your message
Know your audience
Choose your role
Know your material
Be prepared
Organize your information

88. 30-Day Speaking and Demonstrating
Strategy
Identify a speaking engagement, seminar
that you can arrange
Identify audience – university, barangay,
community
Organize the talk

89. Keep-in-Touch Strategy

90. How Do You Keep in Touch
Newsletters – electronic or
paper
Ideally automated – from
website subscription, or mailing
list

91. Content of Keeping in Touch
Industry information
Strategies, tips and techniques
Content from other sources (experts)
Product and service offerings
Special announcements

92. Choosing Your Keep-in-Touch Tools
Electronic new letters
Printed Newsletters
Mailers
Phone Call or SMS

93. Automating Your Keep-in-Touch Strategy
Build and manage your
database
Follow up with
prospects and
professional
opportunities

94. Tie-up and Partnership
Strategy

95. Tie-ups and Partnerships
Create tie-ups and/or partnerships with
target market
Telcos (Smart, Globe) and Remittance service
firms have strong programs on OFW market
Spas, gyms and health clubs are popular
destinations for modern man and empowered
women
Find ways how you can work with these
firms and establishments to reach your
target market

96. Group Discussion
Which companies or establishments can
you have tie-up with to reach your target
market?
What is your value proposition with the
establishment?

97. Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
5-Stage Sales
Cycle Process
Stage 1:
Reaching your
Emergent market
Stage 1:
Reaching your
Emergent market
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 4:
Delighting the customer:
Over-delivering value
Stage 4:
Delighting the customer:
Over-delivering value
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network

98. Social Organization
Paternalism:
respect for
authority
Familism:
emotional
closeness &
family
security
Personalism:
Small group
centeredness
Relationship Building:
Filipino Social Framework

99. People buy from people they
'know, like and trust'

100. Relationship Building:
Filipino Values
ASAL
Damdamin Dangal
Kapwa
Hiya
Delicadeza
Amor propio
awa
Bahala
Galang
Utang-na-loob
Pakikisama
Pakikitungo
Pakikiramay

101. Relationship Building:
Filipino values
SELLING
Network-Influence Lines
Social Organization
Paternalism Familism:
Personalism

102. Building Credibility
Demonstrate competence
Demonstrate expertise
Building trustworthiness

103. Stage 3:
Closing the sale:
Integrating the value
into the client
5-Stage Sales
Cycle Process
Stage 1:
Reaching your
Emergent market
Stage 1:
Reaching your
Emergent market
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 4:
Delighting the customer:
Over-delivering value
Stage 4:
Delighting the customer:
Over-delivering value
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network

104. Closing the Sale: and Integrating the
Value
Look for buying signals
Be aggressive in the closure
Continue inviting the client to events
Continue communications

105. Stage 4:
Delighting the customer:
Over-delivering value
5-Stage Sales
Cycle Process
Stage 1:
Reaching your
Emergent market
Stage 1:
Reaching your
Emergent market
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 4:
Delighting the customer:
Over-delivering value
Stage 4:
Delighting the customer:
Over-delivering value
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network

106. Delighting the Customer
Go after consumers who
appreciate the benefits offered
and who show their appreciation
Give them an incentive to share
information about themselves and
others
Use technology to extend your
reach
Email, mobile
Get personal

107. Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network
5-Stage Sales
Cycle Process
Stage 1:
Reaching your
Emergent market
Stage 1:
Reaching your
Emergent market
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 4:
Delighting the customer:
Over-delivering value
Stage 4:
Delighting the customer:
Over-delivering value
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network

108. Expanding the sale
Maximize value from the client
Sell some more
Get referral
Sign the client up as affiliate
Best promotes is the client

109. Integration

110. Existing versus Emergent Customers
Existing
customers
Emergent
Customers

111. Emergent Customers
Silver Market/Baby Boomers
Empowered women
Teens
OFW families
Home office entrepreneurs
Gay/lesbian/transgender markets
Modern man

112. Persuasion and Selling thru
Filipino values
SELLING
Network-Influence Lines
Social Organization
Paternalism Familism:
Personalism

113. Audience
Characteristics
• Filipino values
Communicator
Characteristics
• Relationship
• Credibility
• Attractiveness
Message
Content
• Features/Benefits
• Emotional appeals
Communication Medium:
F2F, email, press, etc
Persuasive Communication

114. Persuasion Styles

115. 5-Stage Sales
Cycle Process
Stage 1:
Reaching your
Emergent market
Stage 2:
Building trust and credibility:
Demonstrating your
Knowledge, solution,
and value
Stage 3:
Closing the sale:
Integrating the value
into the client
Stage 4:
Delighting the customer:
Over-delivering value
Stage 5:
Expanding the sale:
Up-selling, cross-selling
and expanding the network

116. Strategies for Reaching your Emergent
Market
Networking Strategy
Direct Outreach Strategy
Internet and Mobile Strategy
Referral Strategy
Speaking and Demonstrating Strategy
Keep-in-Touch Strategy
Tie-up and Partnership Strategy

117. End
GOODLUCK!