Mastering Sales Psychology and Strategic Selling Techniques
The Science of Compelling Presentations
The way a product is presented is crucial for sales success. The same product can yield different results depending on its presentation. While previously attributed to intuition, social science now identifies clear factors influencing buying behavior. Presentations following these principles are more persuasive and increase sales. A key concept is that effective presentations follow behavioral patterns rather than being random. The more a salesperson applies
Read MoreEssential Marketing Principles and Strategic Planning
Strategic Planning and Marketing Management
Strategic Planning is the process of creating a long-term fit between company goals, capabilities, and market opportunities.
- Mission Statement: Defines the company purpose and emphasizes strengths and customer experience.
- Strategic Business Unit (SBU): A division, product line, or single product brand.
- BCG Growth-Share Matrix: Uses market growth (attractiveness) and market share (strength) to categorize units:
- Stars: High growth, high share.
- Cash Cows: Low growth,
social
Advertising 1
Advertising is a paid and controlled form of communication placed in media to reach a large audience. It allows companies to send messages directly to consumers at scale. It works because repetition helps people remember the brand, emotional shortcuts make decisions easier, and familiarity builds trust over time.
Some of the companies that spend the most on advertising are Amazon, Procter & Gamble (P&G) and Samsung.
Advertising Decisions
Advertising decisions follow a structured
Read MoreEssential Marketing Strategies and Business Sustainability
Four Common Advertising Objectives
- Informing: Provides information about a product or service (e.g., a plant-based burger ad explaining health benefits).
- Persuading: Convinces consumers to choose one brand over another (e.g., toothpaste brand comparisons).
- Reminding: Keeps the brand top-of-mind (e.g., Coca-Cola).
- Immediate Action: Encourages instant response (e.g., donation campaigns).
Four Common Advertising Budget Methods
- Affordable Method: Spending what is available; common in small businesses.
- Percentage
mk communication
Marketing communications are all the messages and media an organisation uses to influence perception, shape behaviour and build relationships, combining different tools and channels such as advertising, social media, public relations and direct marketing to communicate with consumers in a strategic way depending on how, where and when the message is delivered. This means marketing communication is not limited to one format but is a system of interactions designed to affect how consumers think and
Read MoreMastering Marketing Strategy and the 4Ps Framework
Introduction to Marketing and the Marketing Approach
Core Definition: Marketing is the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
The Concept of Value: Value is the ratio between Perceived Benefits (product quality, service, image) and Perceived Costs (monetary price, time spent, effort, psychological risk). Marketing aims to maximize this gap.
The Marketing Process (The Funnel):
- Diagnostic: Analysis