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WE Sept Oct 2014 Text Ads.Indd 2 8/9/14 17:33:14 Contents | Sept/Oct 2014 For sales and marketing pro Fessionals September/October 2014 | www.ismm.co.uk the art of showing off How to make your sales demos pitcH perFect sold in pro or state the Usa clown? power What it takes to How you appear Rev up and bid for sell to Americans to expert buyers public sector work 1 WE Cover V3.indd 1 09/09/2014 16:56 BESMA page_Layout 1 02/09/2014 16:23 Page 1 BESMA2015 The British Excellence in Sales & Marketing Awards Lancaster Hotel, London, Thursday 26th February 2015 Now Open for Nominations The British Excellence in Sales & Marketing Awards (BESMA) represent the UK’s highest level of recognition for outstanding sales achievement. The BESMA awards are to acknowledge and celebrate the value that you, your salespeople, your workplace colleagues, your suppliers and even your friends, bring to your business. 15 nomination categories The BESMA awards recognise and reward both individual and team performance, 1 Sales Director of the Year talent and success in business. 2 Sales Team of the Year (50+)* A BESMA award demonstrates to your customers that your company is a sales 3 Sales Team of the year (50-)* centre of excellence and shows your company is supporting industry and the 4 Sales Trainer of the Year economy. 5 Student of the Year The BESMA awards are the sales oscars. Winning one of our coveted sales award 6 Sales Manager of the Year oscar statues shows your individual or your sales team’s motivation and your 7 Sales Professional of the Year (50+)* commitment to sales performance and business success. 8 Sales Professional of the Year (50-)* 9 New Sales Professional of the Year 10 Telesales Professional of the Year Key dates 11 Sales Support Team of the Year l 10th November – Nominations close 12 Customer Service Team of the Year l 24th November – Finalists announced 13 Account Manager of the Year l 1st December 2014 – Judging day, Wokefield Park, Reading 14 Key Account Manager l 26th February 2015 – Awards Ceremony, Lancaster London 15 Sales Development Programme * company employees To nominate go online to www.ismm.co.uk/BESMA or contact June Kelly on 01582 840001 to request your nomination form. Nominations close 10th November 2014 Partners… Organised by WE Sept Oct 2014 text ads.indd 2 8/9/14 17:33:14 Contents www.ismm.co.uk | Sept/Oct 2014 22 CRM means business The ISMM’s latest survey shows a 28 growing market for customer relationship management software, which should boost sales. Marc Beishon and Frazer Lewis report 16 32 In search of solutions InTERnaTIOnaL covER story Should you try to copy leading IT aMERICan DREaM SELLIng ThE art Of ShOwIng Off players by becoming a solution Paul Black considers the differences Steve Hoyle welcomes a revival in the seller? Merlin Stone considers the between selling in the UK and the US practice of sales demonstrations, but challenges involved warns of some common mistakes 40 Educate yourself 3 Opinion Marc Beishon reviews a snappy book Opportunities for, and quality of, sales by Jill Konrath that puts learning education and training will determine agility at the heart of modern sales the status of sales as a profession 42 ISMM qualifications 6 Sales Talk The ISMM offers government- A round-up of the latest news and recognised sales qualifications. 18 Sales pRactice research from the world of sales Start one today – and get ahead whaT ThE buyER Saw 8 Smarter Selling 43 Career Lines Chris Murray asks purchasing David Abbott explains how an The latest appointments in the fields professionals to describe the most understanding of your customer’s of sales and marketing common errors made by salespeople thinking can earn you a better price 44 Directory 11 Tools for the job Our helpful listing of leading sales A selection of innovative equipment trainers and consultants 38 to help switched-on sales professionals 46 ISMM events 13 Developing leaders Key dates for your diary, including Even ‘accidental’ sales leaders can rise to forthcoming ISMM Business Success the challenge and become inspiring in Seminars and Executive Forums the role, argues Graham Jones MaRkets 48 Member profile staTE pOwER 14 Conversion conundrum Winning Edge meets Anne Bagnall, The public sector offers sellers rich Francisco Marco-Serrano asks how the a telemarketing entrepreneur and effectiveness of selling via social media opportunities but, says Susan Marot, ISMM member – and soon to be a it requires a particular approach channels can best be measured Winning Edge columnist ISMM Honorary Fellows: HRH Prince Philip, Duke Advertising: Ben Turner Tel: 01582 840001 of Edinburgh KG KT, HRH The Princess Royal Email: [email protected] Vice Presidents: Lord Apsley, Angela Browning MP, Printing: Ridgeway Press Patrick Joiner FInstSMM, Lord Moynihan, Michael Pambos PhD FInstSMM, The Rt Hon The Lord Parkinson, © ISMM 2014. Opinions expressed are not necessarily shared by Harrier Court, Woodside Road, Dr William Pedley, Norman Waite FInstSMM the ISMM. The publishers endeavour to check all facts and figures Lower Woodside, LU1 4DQ Director of Business Development: Julian Reid prior to publication, but are not responsible for errors in material Tel: 01582 840001 Fax: 01582 849142 supplied to them for publication. Any article published will Email: [email protected] Website: www.ismm.co.uk automatically be deemed to carry the sole Editorial: Marc Beishon, Tom Nash copyright and be the property of the ISMM. Chairman: S R Watson-Challis Design: Del Gentleman International Standard Serial No. President: W Eric Peacock CMG DL Editorial email: [email protected] UK ISSN 1746-6849 3 Contents V3.indd 1 09/09/2014 16:58 corpdata ad for novemberv2.pdf 1 12/11/2013 15:33 SS spread:Layout 1 3/5/13 15:14 Page 2 Simple fact: Accurate, up to date, and � A must for every sales professional, at every level, in every size of company � relevant sales prospects Why over 600 sales If you attend only one conference professionals attend give you better results. this year, make it this one… SUCCESSFUL SELLING It’s an exciting blend of the latest sales techniques and ideas that will � Also on the platform… inspire you to new heights of success Armed with this knowledge the and achievement. Marco Bertini A leading expert in pricing strategy, combining extensive executive � Increase sales smart choice is to source the best education work with practical commercial experience across a range of industries and effectiveness geographies data available. Innovative ways to increase sales, Zita Richardson and Helga Moran Bringing energy, experience and improve motivation and boost profits. enthusiasm to SUCCESSFUL SELLING – a sister act not to be missed! � Totally unique C Mark Rhodes An entrepreneur, business mentor, international speaker and trainer Nowhere else can you learn from such M What makes us rather special is our in success, helping businesses win more sales, get more clients and customers and an impressive line-up of top speakers Y achieve their business goals 20 years experience researching and in just one day. CM MY supplying up to date, accurate data; Plus… Breakout seminars � The biggest and best CY In addition to the seven keynotes speakers, all delegates will benefit from a break-out Every year hundreds of delegates CMY compiled specifically for direct sales seminar of their choice, making the event tailored to your specific needs attend SUCCESSFUL SELLING to K accelerate their sales ability and and marketing. personal growth. � Amazing value It’s simply the logical Fantastic value! No other business event gives you so To book these experts individually would cost your organisation thousands of much for so little. In fact, SUCCESSFUL decision… pounds... See a whole host of world-class sales talent from just £220 in one SELLING doesn’t cost, it pays! fantastic day at SUCCESSFUL SELLING! � Something for everyone The ticket price includes: Every sales professional at every level, Contact us now: � Seven keynote presentations EARLY BIRD BOOKING* in every size of company will benefit � Valuable networking opportunities Book by 15th July and save £25! from the wealth of new ideas on offer. 01626 777 400 � Breakout Seminar � Simply unmissable! [email protected] � Free entry to Successful Selling Expo Ticket price for ISMM members � Lunch & refreshments � £245 + vat £220 + vat www.corpdata.co.uk � Free on-site car parking Standard ticket price � Book 10 places, get one FREE! � £285 + vat £260 + vat Organised by � ISMM members save £40 “What an absolutely awesome day. The best conference Sponsored by all the business you want I have attended.” NATURAL TRAINING Call 01582 840001, email [email protected] or visit www.ismm.co.uk WE Sept Oct 2014 text ads.indd 4 8/9/14 17:33:16 education opinion Learning on the job Knowledge and skills acquired in selling determine its status as a profession SO WE LIKE TO TALK ABOUT students at MIT Sloan. The common thread is that selling being a profession, or on students are largely raising the visibility of selling its way to becoming one — but themselves, as well as attracting direct interest from to be one it needs a strong companies in recruiting them. ‘underpinning’ in education and Given the great interest in competition here (think learning. In recent years we’ve everything from Big Brother to Dragon’s Den) maybe seen a strong move in several industries to introduce, a college sales event would be a fine innovation for or reintroduce, sales academies and schools — and us. The point though is that while there are more some of the best ones have ISMM qualifications high-quality sales development programmes in regulated by government, in the shape of Ofqual.
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