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MAR 4354 – Marketing Yourself – Instructions
A4: Professional Contribution Assignments
Assignment Overview
To demonstrate your ability to contribute to professional dialogue through your use of reflective
commentary, you will be required to comment on several assigned articles and/or videos that present
marketing-related material. Your task is to use your previously gained experiences as well as
knowledge acquired from your courses to add to the dialogue from the perspective of your industry,
your organization, your position, and/or your personal/professional experiences in order to contribute
to the discussion of various marketing yourself aspects of the presented material. You will do this via
both an original Comment (6 points) and a Reply to someone else’s comment or reply (4 points).
When writing your comments/replies, remember that you are representing your own
personal/professional brand and, in essence, marketing yourself. Portray yourself as a professional in
all interactions. Do NOT repeat the question prior to answering. Do NOT reference the course/class
or refer to an “instructor” or “professor” because this may cause other readers to discount your
expertise due to what will then be perceived as your “student” status. Remember that your brand is a
professional one. All comments and replies should be of a positive nature and should be thoughtful,
intelligent, and, when possible, incorporate concepts learned in the course. Disagreeing with the
author/presenter is fine, but do so amiably and always on a professional level.
If you decide to share the article/video via social media (LinkedIn, Twitter, Facebook, etc.) to
showcase your expert commentary, it would be best to share the article/video immediately after you
make your comment so that your particular comment(s) will be more accessible at the time of sharing
(rather than buried below other comments). You also might decide to use your comment on the
assigned article/video as a way to connect (professionally) with other individuals by making reference
to their articles, videos, websites, etc. You can do this by mentioning their name or username (as a
hyperlink in that platform) in hopes that they will be notified and thus see your comment, and/or you
can simply copy and paste your comment into an email message and let them know directly that you
mentioned them and felt compelled to promote their work. Previous students who have used this
technique have been able to connect with top corporate executives, authors, popular speakers, and even
some mid-level celebrities.
Your comments can be formal or casual, but use proper spelling and grammar as appropriate.
Remember that you are representing your own personal/professional brand.
Article/Video Topics
You will have to comment (and reply to a comment) for each of the following five short articles and
videos. You do not need to be an expert on any of the topics, but use your common sense and
personal/professional experiences to add to the professional dialogue.
For PCA-1, view “Perception vs. Reality” on YouTube at http://bit.ly/mmPerception
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For PCA-2, view “Master the Art of Conversation: How to Disagree Respectfully” on YouTube at http://bit.ly/ToDisagree
For PCA-3, read “Facebook's Sheryl Sandberg Says that You Don't Have a Personal Brand. Well, Do You?” on LinkedIn at http://bit.ly/NoBrand or view it on YouTube at
http://bit.ly/NoBrandYT
For PCA-4, view “Using the Stages of Change (Transtheoretical) Model” on YouTube at http://bit.ly/Guess77
For PCA-5, read “Customer Lifetime Value” on LinkedIn at http://bit.ly/GuessCLV
As you watch/read each video/article, consider how they could apply to your process of building and
managing your professional brand.
Specific Instructions Part One: The Comment
For each of the videos/articles, use your YouTube account (for videos) or LinkedIn account (for
articles) to provide professional commentary by writing two to four complete, compelling,
grammatically correct sentences, using one of the questions below as a guide (do NOT use the question
word-for-word, but only as a GUIDE). NOTE: for each video/article, you must use a different
question as the guide for your comment.
1. Which part of the video/article resonated most with you (or you most connected with) and how could you use that information or concept in your professional life?
2. What concept or idea from the video/article have you experienced in the past and what was your experience?
3. Which point of the video/article did you agree with the most, and why? 4. What is a “hidden gem” or something that few would notice in the video/article, that you find
to be noteworthy/critical/game-changing/enlightening/etc., and why?
5. What is an addition that you could offer to extend the concepts discussed in the video/article? 6. How does or could the material in this video/article (or some portion of it) apply to your
particular industry or field or job position?
7. How could the material presented in this video/article inspire or influence you or someone else to change your approach to marketing, sales, personal branding, or behavioral change?
8. What is an aspect of this video/article that gives you a different perspective on some aspect of marketing, sales, personal branding, and/or behavioral change?
9. Which point(s) of this video/article have you not considered before, and how could it change your thinking about the topic?
After you have made your comment, be sure to take a legible screenshot of the entire comment for
later submission in the Assignment Dropbox.
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Specific Instructions Part Two: The Reply
For each of the videos/articles, you also will be required to reply to another person’s comment (or
another person’s reply to a comment) in a manner that furthers the professional contribution of the idea
or thread portrayed in the comment/reply. Remember, your replies also should be of a positive nature
and should be thoughtful, intelligent, and, when possible, incorporate concepts learned in the course
and from your experiences. Your goal should be to add to the professional dialogue. After you have
made your reply, be sure to take a legible screenshot of the entire reply for later submission in the
Assignment Dropbox.
Specific Instructions Part Three: Submit in Assignment Dropbox
Complete the following in a document and then save it as a single PDF:
1. Student Name 2. YouTube User Name 3. LinkedIn User Name 4. For each of the five PCAs, include the following:
a. Which guide question did you use while formulating your comment for this article or video? (Write the number and the text of the question, not just the number please.)
b. Screenshot of the entire comment. Import/embed the screenshot of the comment as an image in the document. Be sure that you size the screenshot large enough that the
comment can be read easily. c. Screenshot of reply (note that reply screenshot also must include the referenced
comment and/or reply for context in grading). Import/embed the screenshot of the reply
as an image in the document. Be sure that you size the screenshot large enough that
the reply can be read easily. d. Save the final document as PCA-YourName and then upload it to the appropriate
Assignment Dropbox link.
5. Be sure to subscribe to the YouTube channels and connect with or follow the LinkedIn authors so that you can follow any dialogue that is inspired by your comments and replies.
Remember that this activity serves not only as an assignment, but as an opportunity to market your
expertise to your connections.
• • •
Introduction to Carew/CMU Partnership
MKT 340 Spring 2019
Engagement
“A good institution should make sure students own their learning” (Chronical of Higher Education)
When someone says “salesperson,” what image comes to mind?
Let’s see if your perceptions change after we discuss the topics of personal selling
“Oh my boy tell our story” (https://youtu.be/onxjnq7l7vY )
We are all in Sales because we are moving people through “…persuading, convincing, and influencing to give up something they’ve got in exchange for what we’ve got” (To Sell is Human: The Surprising Truth about Moving Others.)
Video Role Plays
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A Little History…
Central Michigan University’s College of Business Administration and Carew International partner to develop sales curriculum
Professional Sales Concentration and Professional Sales Minor
First Professional Sales students (13) with Concentrations or Minors graduate Spring 2009 – Fall 2018 approx. 300+ students currently in program
90% career placement upon graduation & 100% within 3 months after graduation
Listed as a Top University Sales Program (Sales Education Foundation) since 2009
CMU's Professional Sales Program named a Top University Sales Program
Sales Education Foundation releases list of top U.S. university sales programs:
“The Sales Education Foundation has named Central Michigan University’s Professional Sales Program to its Top University Sales Programs list. The annual list recognizes programs for preparing and placing top talent in professional sales roles.”
New Selling of America
http://video.thinktv.org/video/1434944712/
The Carew/CMU Partnership
Sales education
Business connected
Sales leadership
Sales skill development
Carew-Sponsored CMU Professional Sales Program Soars
Carew CEO Jeff Seeley is a CMU alumnus and was eager to support the university’s world-class sales program. “Creating a nationally recognized sales program further elevates Carew’s position as a leader among all sales training companies. Carew International’s content has proven successful with countless world-class sales teams and has now further proven its merit in the education of our newest sales professionals,” stated Seeley. In addition to the competitive success of the program, CMU’s Professional Sales Program is providing a clear advantage in the job market, with students experiencing a 90 percent placement rate at graduation and a 100 percent placement rate for internships. |
Central Michigan University Professional Sales Program
Established in the fall of 2009
5 dedicated faculty members with over 40+ years of sales and training experience
Exclusive Sales Training Partnership with CMU www.carew.com
Exclusive Training Partnership
-Dimensions of Personal Selling (MKT 340)-Carew Certificate
-Advanced Positional Selling (MKT 420)-Carew Certificate
-Pathway to Negotiation (MKT 420)-Carew Certificate
-Sales Management (MKT 440)-NO Carew Certificate
-Enterprise Selling (MKT 460)-Carew Certificate
CMU Professional Sales Stats
90% placement at graduation
100% placement within 3 months
inside sales fastest growing area of B2B sales.
What recruiters say about the CMU Professional Sales program
“The students of CMU are prepared for the fast paced world of professional sales”
` Kathleen Hack
University Specialist ADP
ADP continues to hire CMU Professional Sales graduates
What recruiters say about the CMU Professional Sales program
“The sales program at CMU embodies what the future of sales is”
Global Manager
Organizational Effectiveness
Dow Corning
Dow Corning continues to hire CMU Professional Sales graduates and sales interns
What recruiters say about the CMU Professional Sales program
“Each CMU sales student has knowledge of the sales process, persistence, personable skills, and leadership potential.”
John Gehan
Marketing Manager
Federated Insurance
Federated continues to hire CMU Professional Sales graduates
What recruiters say about the CMU Professional Sales program
“It was fun and impressive to see their presentation yesterday. Reminds me of why we love to hire CMU grads!”
Rick Kursik Sales Recruiting Vice President of Sales
Thomson Reuters
Thomson Reuters continues to hire Professional Sales graduates
and sales interns
MKT 440 SALES MANAGEMENT
Personal
Selling
Carew Certification Courses
Advanced Selling
Negotiations
Enterprise Selling
MKT 340
MKT
420
MKT
460
Why does this class matter?
2 trillion
Number of sales transactions worldwide a day (The New Selling of America)*
13.8
Number of other jobs supported by salespeople (Futrell, 2013)*
50%
of you will have a sales related job in your first five years out of CMU
* Reference
Futrell, C (2013). Fundamentals of selling. New York, NY: McGraw-Hill Irwin.
The new selling of America (2010) [DVD]. Pearson Education, Inc.
Why a Career In Sales?
Highest paying job in most companies
Front line of making commerce happen
Challenging position that determines a company’s success
Get to run your territory and sales team like your own business
Why does this class matter?
Proven sales methods (Carew International) used by several Fortune 500 companies
Sales consumes over 20% of a firm’s revenue (Futrell, 2013)*
Companies want trained salespeople
*Reference
Futrell, C (2013). Fundamentals of selling. New York, NY: McGraw-Hill Irwin.
What Professional Sales Graduates say about the CMU Sales Program
“My sales classes are something I will take beyond the next level -beyond the next couple of years. I learned a lot of basic tools and stepping stones that are really going to guide me to be successful in my career. I learned a lot of processes that will help me with my client relationships.”
Leah Liinangi-AT&T Business Sales Account Executive-AT&T (Recent CMU Graduate)
What Professional Sales Graduates say about the CMU program
“I had a great experience with my sales classes. The emphasis on listening, communication and finding solutions really helped me with being successful in my sales internship and securing my job at Dow Corning.”
Sarah Brang-Commercial Development Sales Executive-Dow Corning (Recent CMU Graduate)
Welcome
“When the Circle [the circle of safety] is strong and that feeling of belonging is ubiquitous, collaboration, trust, and innovation result” ( Sinek, 2017, p.29).
Sinek, S. (2017). Leaders eat last: Why some teams pull together and others don’t. New York, NY: Portfolio/Penguin
Phone Prospecting
CMU – MKT 340
Self Image
Skill
Grind
SELF IMAGE
Self Image
SELF IMAGE What % of human communication is verbal?
10%
There are two other components of communication. What are they?
There are two other components of communication. What are they? Answer: Tonality and Body Language (each make up 45%)
I love presenting to MKT 340 students
I love presenting to MKT 340 students
Our nonverbals affect how others see and feel about us, but do they affect how we see and feel about ourselves?
Fake It, ‘til You Make It
Fake It, ‘til You Make It
Is this important to you?
Grind
GRIND
“If it’s easy to do, it’s also easy not to do”
Why is this important in prospecting?
Skill
No Magic Sales Words – Just Avoid the Mistakes (Mousetraps)
Common Mistakes
Lacking Enthusiasm/Confidence
Don’t Know Who You’re Talking To
Disingenuous Questions
Binary Questions
Did Not Qualify the Prospect
AVOID THE MOUSETRAPS
Phone Prospecting
What Do You Want to Sell Me?
Phone Prospecting Recap
Enthusiastic as Hell
Enthusiastic as Hell 2. No one has a land-line, the person who answers the phone is the prospect on the list. Know who you’re calling
Enthusiastic as Hell 2. Know who you’re calling 3. “How are you?” is Disingenuous.
Enthusiastic as Hell 2. Know who you’re calling 3. “How are you?” is Disingenuous. 4. Binary = Bad (Can I help you find anything?)
Enthusiastic as Hell 2. Know who you’re calling 3. “How are you?” is Disingenuous. 4. Binary = Bad 5. Qualify. Otherwise you’re just wasting your time
Shameless Plug
Thursday, 2-21-19
Grawn Atrium
5:00-7:00
Free Pizza
Shameless Plug
Thursday, 2-21-19
Grawn Atrium
5:00-7:00
Free Pizza
MIKE
MODULE 1
MKT 340
Dr. Hoyle
As it relates to selling - Position is your current status and degree of influence in the customer relationship
2
38
Position Progression Model
Preferred/Preferred Partner
Shared
Peripheral
Uncertain
Negative
3
42
Johari’s Window
S.P.E.R.O.
The Selling Process
A consistent 8 step cycle
For Thursday read Module 2 BE READY FOR A QUIZ OVER MODULES 1 & 2
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38
MKT 340
January 22,2019
MLK Assignment…
What comments do you have about the assignment or Dr. King?
Confidence https://www.youtube.com/watch?v=NOnEuWy0k8M
Let’s Practice
Thursday…
Come ready for final elevator pitches
Who Is this Guy?
Dr. Hoyle
MKT 340
January 18, 2019
My Professional Experiences
Morbark Industries-Marketing Specialist
Athletic Training Services, Inc.-Co-owner & Manager of Sales and Marketing
The Delfield Company-National Accounts Representative
Healthtrax-Director of Business Development
My Academic Experiences
Now
Then
Syllabus Stuff
What is Sales
Take a few minutes and think about Sales and your perception of salespeople.
How to you view the relationship between Dr. J & students?
Dependency
Interdependency
Subordinate
Collaborative
6
7
Johari Window* (aka JADIK)
Open
Aware
Self
Blind
Self
Unknown
Potential
Self
Hidden
Self
Known to Self Unknown to Self
Known to Others
Not Known
to Others
* Developed by Joseph Luft and Harry Ingham
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Tell me your story (typed and due in class Thursday, 1/10)
Name
Class (i.e. sophomore, junior, etc.)
What do you want out of this course.
S-T & L-T Goals
Think Differently
https://www.youtube.com/watch?v=GEPhLqwKo6g
B2B Salesperson
“…two recent Harvard Business Review studies of sales professionals found that top performers are less gregarious than below-average ones and that the most sociable salespeople are often the poorest performers of all” (Pink, 2012, p.81).
Pink, D. (2012). To sell is human: The surprising truth about moving others. New York, NY: Riverhead Books.
What Excites You?
Then Do It!!!
MKT 340 Spring 2019
Sales Process
Overview
Evolution of Sales Eras
Producers vs Collectors
The Psychology of Selling published in 1925-selling techniques-F.A.B.
SPIN Selling- scientific analysis of complex sales
Purchasing Revolution
The Challenger vs. Relationship Sale
2
The Selling Process
A consistent 8 step cycle
Prospecting
The process of searching for and finding qualified customers for your product or service
Leads:
A potential customer that may or may not be prove to be a valid prospect
Qualifying Leads:
The act performed by salespeople of searching out, collecting and analyzing information to determine the likelihood of the lead being a good candidate to make a sale.
Where do leads come from?
Response to marketing campaigns
Industry specific magazines
General business magazines/newspapers
Business channels-Cable business news
Where do leads come from?
Industry specific trade shows
Industry specific conferences
Industry specific networking events
Chamber of commerce events
Where do leads come from?
Lead databases
Industry blogs
Company websites
Social networks
Where do leads come from?
Existing customers
Referrals
Friends, family, personal network
Networking/observation
Prospects
Potential clients you have identified as a strong candidate for buying your product.
A prospect is a MAD buyer
the Money to spend
the Authority to buy
the Desire to buy it
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
1-12
Pre-Approach
During Pre-Approach, the salesperson tries to learn everything she can about the account
Can take a significant amount of time
LEARN WHAT IS IMPORTANT TO THEM AND THEIR CUSTOMERS
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall.
1-13
Pre-Approach- How do you research the company?
See finding leads section
Company websites (specifically press releases and annual reports)
Articles about new products being launched/interviews with key personnel
Hear a key target client speak at a conference, industry networking event
Pre-Approach How do you research your target company?
Search LinkedIn about a specific person/industry you are interested in.
Watch for key industry trends that affect your customers and their customers
Watch for key governmental policy changes
Approach
Approach: salesperson asks buyer to commit to a meeting
In person
On phone
Opening statement must get buyer’s attention
Questions
MKT 340 (Dr. Hoyle) Assignment 1 Spring 2019
NAME__________________________
PLEASE ANSWER ALL PARTS OF EACH QUESTION. AVAILABLE POINTS ARE STATED BEFORE EACH QUESTION. IF YOU NEED ADDITIONAL SPACE FOR ANSWERS MAKE SURE TO INCLUDE THE NUMBER OF THE QUESTION IS ASSOCIATED WITH YOUR ANSWERS. ASSIGNMENT IS DUE BY 11:59PM SUNDAY FEBRUARY 24, 2019 VIA BLACKBOARD ASSIGNMENTS SECTION
1. (20 points)
What is position?
How can understanding the Position Progression Model (PPM) help you achieve the top status with your customer? Per Module 1 one thing PPM does is to help to understand your current business relationship. Explain the three other things that understanding the PPM can help you to advance or enhance your current position
2. (10 points) Describe the odds-are factor? Why is it important to you as a sales person?
3. (20 points) During a meeting with decision makers of Acme Manufacturing, a medium size plastics vacuum forming operation, it was shared that a current supplier, which is a competitor of yours, recently was missing delivery dates for critical items and negatively impacting Acme’s ability to meet its promises to its clients. Acme’s CFO, Sarah, was interested in having you submit a proposal for services that they have never sourced from you and your company. What is your current position and why? Briefly describe a strategy based on your answer to the first question?
4. (20 points) You are a recent graduate from CMU Professional Sales program and have been hired as a sales representative for the Top Solutions in Chicago, IL., which is a leader in consulting, analytics, digital solutions, engineering, and cyber with industries ranging from defense to health to energy to international development. Currently you have no book of business and have to start from scratch. You will be on salary of 50K for 6 months, during which time you will go through sales training with access to mentors within the company and shadow current sales reps, then begin transitioning to full commission.
As part of this process, you’re looking for a M.A.D. decision-makers. What does M.A.D. mean?
5. (10 points) Discuss the four (4) main components of the Anger Cycle depicted in the Carew text and how they relate to dealing and resolving the anger cycle.
6. (10 points)
What are the characteristics of a dependency-subordinate relationship versus an
interdependent relationship? Give an example of each. Which less-than-effective relationship do many sales professionals assume on initial sales calls?
7. (10 points)
Define perception. Distinguish between selective perception and objective perception.
Selective Perception
Objective Perception
8. (20 points) What does the Bonding Process (LAER) accomplish?
1.
2.
3.
9. (20 points) Briefly describe the steps and the main purpose of each step in the Bonding Process, LAER? Give an example statement or nonverbal action for each step.
L
A
E
R
10. (20 points) Based on the results of your LAER-S style assessment what strengths and challenges are you now aware of and how will you use this as a professional salesperson?
11. (10 points) What % of human communication is verbal?
12. (10 points) There are two other components of communication. What are they and what % of human communication do each represent?
13. (10 points) What type of information/data about prospects would be critical to effective phone prospecting –e.g. conversion from prospects to leads?
14. (10 points) Name two of the five characteristics Josh discussed Thursday, October 4, 2018 in class presentation.
a)
b)
Extra Credit – must get all three to get the 5 points
(5 points) What does each leg of a three-legged stool represent – e.g. characteristics of good sales professionals?
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Dimensions of Professional Selling® Trainer Certification Workshop ©Copyright J.H. Carew, Jr.
Miscellaneous - Handout DPSTCW-CR-0102
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©Copyright Carew International, Inc. Dimensions of Professional Selling®
DPSTCW-CR-0102-S

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