MKT 300 1st Edition Lecture 21Outline of Last Lecture I. Integrated Marketing CommunicationsII. AdvertisingIII. Public Relations (PR)IV. Sales PromotionsV. Direct MarketingVI. Online MarketingVII. Measuring Success Using Marketing MetricsOutline of Current Lecture I. Misperceptions of SalesII. Skills Necessary for a (good) Sales PersonCurrent LectureGuest Speaker: Joe Calamusa (director of sales at UA)- #1 Sales Program in the country with fifty corporate partners- Skills involved in good sales almost mirror skills needed for good leadershipI. Misperceptions of Salesa. Sales is a lifetime commitment / Truth: It’s usually a stepping stoneb. Sales people trick customers / Truth:Can’t do that in the business worldc. Sales people are “born” / Truth: They are built, and they are NOT only outgoing white males.d. Actuality: Sales brings in revenuei. Unless you’re in sales, you create a cost to your company—still offer value, howeverii. Sales are necessary for any successful companyiii. Disney invested 250 M in Draft Kings with the guarantee that Draft Kinds will spend 500 M in advertising on ESPNII. Skills Necessary for a (good) Sales Persona. Seek first to understand before you seek to be understood.i. Be influenced before you influenceii. Start with questionsiii. People buy a path, not a product.b. Persuade by Priorityi. Get others to take action that they would not have taken on their ownThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.ii. Calamusa’s grandfather was a boxer from Sicilyc. Become fluent in communication (learn languages)i. Most important skill in leadershipii. Personality types: analytical, amiable, driver, expressiveiii. Have to be able to sell to each of these personalitiesiv. Get a feel for the personality type, then speak their language (also speak to what motivates them)v. Be whatever you need to be to get done what you needvi. Live the life that you deserve; get what you giveLeadership is asking people what they need, NOT telling them what to do.Leadership is getting people to see what you see.Average
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