SALES Assignment

2022/5/27 03:49 Module 8: Create a Position of Strength: MKTG 305 A Sp 22: Essentials Of Marketing And Sales

https://canvas.uw.edu/courses/1548485/pages/module-8-create-a-position-of-strength 1/4

Module 8: Create a Position of Strength Quick Navigation

Module 1 (https://canvas.uw.edu/courses/1548485/pages/module-1-the-marketing-process) - 2 (https://canvas.uw.edu/courses/1548485/pages/module-2-understanding-the-marketing-environment) - 3 (https://canvas.uw.edu/courses/1548485/pages/module-3-consumer-decision-making-and-target- market-selection) - 4 (https://canvas.uw.edu/courses/1548485/pages/module-4-product-decisions) - 5 (https://canvas.uw.edu/courses/1548485/pages/module-5-pricing-strategies-and-promotion-decisions) - 6 (https://canvas.uw.edu/courses/1548485/pages/module-6-promotion-strategies-and-marketing- careers) - 7 (https://canvas.uw.edu/courses/1548485/pages/module-7-sales-basics) - 8 (https://canvas.uw.edu/courses/1548485/pages/module-8-create-a-position-of-strength) - 9 (https://canvas.uw.edu/courses/1548485/pages/module-9-the-pitch) - 10 (https://canvas.uw.edu/courses/1548485/pages/module-10-marketing-capstone-trade-show)

Module 8 Overview In this module we start to talk about how decisions are made. This knowledge really is the foundation for learning how to sell most effectively, but also selling in an empathetic way. Understanding who is involved in the possible decision is one of the most important success factors in selling effectively. Once you've figured out who is influencing the decision you then need to start having conversations to better understand what everyone really cares about--this too is a significant factor in predicting sales success.

Big Ideas / Essential Questions What does creating a position of strength really mean in the context of personal selling? How does creating a position of strength impact the probability of "getting what you want"? How do you structure the "discovery" conversation? What is the best way to leverage your sales strengths (Chally Assessment) in your day-to-day life?

Learning Objectives After completing this session, students will be able to:

1. Describe the core components of creating a position of strength in any kind of selling situation- -business or personal.

2. Gather information through "discovery" conversations to begin building a case for their ideas. 3. Identify stakeholders that touch the decision--people that can provide both data and support. 4. Explain their individual sales strengths and how they might use this information. 5. Describe more about what it takes to be yourself and sell authentically.

2022/5/27 03:49 Module 8: Create a Position of Strength: MKTG 305 A Sp 22: Essentials Of Marketing And Sales

https://canvas.uw.edu/courses/1548485/pages/module-8-create-a-position-of-strength 2/4

Instructional Guide Before LIVE Session on Monday 5/16

Submissions:

1. Submit: SALES Small Group Discussion #2: Interviewing and selling? (https://canvas.uw.edu/courses/1548485/discussion_topics/7028972)

2. Submit: TEAM Assignment One--The Backstory on Your Company (https://canvas.uw.edu/courses/1548485/assignments/7118183)

(https://canvas.uw.edu/courses/1548485/assignments/7118183)

Must complete the following activities by 5/1511:59pm

4. Watch: Creating a Position of Strength (https://uw.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=70136562-9078-4743- 870e-adde0111ff75)

Karen Bailey, Standpoint Co., 3 minutes

Be prepared to share your point of view on these questions in the LIVE Session 5/16.

When you described your initial strategy in TEAM Assignment One did you consider how to create a position of strength? If so, share some details. What do you need to keep in mind when trying to create a position of strength? Share an example of how you might create a position of strength in a personal selling situation.

5. Read: HBR Guide to Building Your Business Case by Sheen/Gallo (Ch 5-11)

Section 3: Build the Case

5. Clarify the Need

What pain are you trying to alleviate? What opportunity are you pursuing?

6. Build a Cross-Functional Team

You need multiple perspectives to find the right solution.

7. Consider Alternatives

The tough part is ruling out options.

2022/5/27 03:49 Module 8: Create a Position of Strength: MKTG 305 A Sp 22: Essentials Of Marketing And Sales

https://canvas.uw.edu/courses/1548485/pages/module-8-create-a-position-of-strength 3/4

8. Think Through the "How" at a High Level

Pave the way for realistic estimates.

Section 4: Crunch the Numbers (We won't go in-depth in chapters 9-11, just an overview.)

9. Estimate Costs and Benefits

Peg them into categories in your company's P & L

10. Calculate ROI

Spreadsheets make it fairly painless.

11. Account for Risks

Weigh the "what ifs".

The HBR Guide to Building Your Business Case will be our "textbook". It's an easy read, super practical, and written by a project management expert, Raymond Sheen. This guide will teach you how to gain support for your ideas. You will be able to use this content immediately in your own personal selling situations.

6. Listen: Question Everything: Why Curiosity Is Communication's Secret Weapon (https://www.gsb.stanford.edu/insights/question-everything-why-curiosity-

communications-secret-weapon)

Stanford University, Debra Schifrin and Matt Abrahams, 23 minutes

In this podcast episode, you will learn how asking strong questions helps you build trust and connect with your audience.

7. Listen: Playbook 6: Discovery Teardown (https://art19.com/shows/30-minutes- to-presidents-club/episodes/461b8a3c-a2d0-45dd-ba33-f279808ef238)

Art19/30 Minutes to President's Club, 30 minutes

This podcast will describe how to structure your discovery conversations--where you are meeting stakeholders to get educated about the current situation, needs and problems, and what's possible. It covers general philosophies, setting an agenda, how to ask questions, and how to drive for next steps.

9. Read: Salespeople, Stop Worrying About Being Liked

Harvard Business Review Coursepack, 5 minutes

This article busts another "sales myth". My favorite quote, "Your quick wit, warm demeanor, and offer of tickets to a ballgame might be nice extras. But every time you try to schmooze about life

2022/5/27 03:49 Module 8: Create a Position of Strength: MKTG 305 A Sp 22: Essentials Of Marketing And Sales

https://canvas.uw.edu/courses/1548485/pages/module-8-create-a-position-of-strength 4/4

instead of drilling down on the sale (customer's problem), you take focus off of your expertise."

LIVE Session--Monday 5/16 3:30 – 4:50pm PT

Agenda  Debrief key learning from TEAM Assignment One: The Backstory on Your Company Big Ideas that will be reviewed, discussed, and practiced in the large group and breakouts:

What does creating a position of strength really mean in the context of personal selling? How do you structure the “discovery” conversation?

What is the best way to leverage your sales strengths (Chally Assessment) in your day- to-day life?

Get Started on TEAM Assignment Two: The Discovery Conversation Final SALES Quiz check-in