GALANCE - THE PROJECT DIRECTOR
"My job is about finding solutions"
As Project Director for the new communities division, Galance is responsible for managing the sales and marketing strategy for all of PSP’s residential communities. This involves working closely with developers from the early planning stages of developments to recommending the right lot mix, pricing strategy, engaging builder partners; and a sales and marketing strategy to ensure outstanding results with continued momentum are achieved when launching a project to the market.
ABOUT SALES & MARKETING
"At the end of the day, it's all about people"
Monster - "Sales and Marketing Job Purpose:
Provides first-class service in order to push the sales of a certain product. Acts as an intermediary between producers and clientele. Makes necessary phone calls and meetings to help sales. Allows people to make inquiries as necessary.
Sales and Marketing Job Duties:
Engages in superior customer service by making information readily available
Persists in sales even in the face of failure
Demonstrates products and services as deemed necessary by clients and management
Schedules appointments and meetings as necessary
Answers questions from clients
Makes product knowledge readily available to self and other sales people through various resources
Finds ways to sell products in the face of a down market
Researches client base to find new types of customers and sells to them accordingly
Creates a plan for gaining customers and then retaining them based on warranties or guarantees
Analyzes and creates a plan for engaging the target market
Analyzes the competition to create a plan for engagement
Makes product appeal to the target market
Trains other sales people in the art of selling
Makes sure that all salespeople meet quota during a given period
Sets up booths at trade shows and demonstrates the quality or uses of a product
Demonstrates superior time management skills and meets sales deadlines
PODCAST Q&A WITH GALANCE
"It's like seeing life come together"
Q - Are there any resources that have helped you on your way?
A – “Many. Find a mentor, you have got to find a mentor. You need to have somebody that you can ask what in your mind may seem like a stupid question, or someone who can be a sounding board; ideally they should be in your dream job. If you want to become some kind of scientist for example, go and find someone who does that, find a way you can get to them. Once again, you might have to talk to 20 people, you might have to talk to 40 people before you find the one person who would be like “you know what, I'll give you some information” or “I’ll take you under my wing for a couple of weeks”. It's all on you to go out and seek that information, it doesn't just come to you. You’ve got be the one who goes out there and seeks those mentors and finds the people who can inspire you, and most importantly who you can just bounce ideas off. Having that constant person that you can relate to and get constant feedback from will help you navigate 80% of your confusion in early days; that definitely helped me!”
Q - Do you actually need a university degree?
A - “Yeah, you do actually. To sell houses you don't need a university degree, definitely not, you just need like a real estate licence. There’s a six month course and there are a lot of organisations that offer such courses. But I wanted to do more such as the financing, and working on an apartment project showed me to how much more I needed to see and learn in terms of funding, finance and development. The reality is, it’s all about the skills that you learn at university ranging from discipline to reporting and financial modelling. Those things are really key to doing my job right now, especially the research and analytics, and the great thing is that the skills can be transferred to other things very easily. Also, it's not about the degree that you do. For example, you don't need to have a real estate degree, you can have a business degree. It’s just that because you're dealing with clients who are putting so much money on the line, having somebody who can critically think gives them that extra level of comfort in dealing with your organisation. There are guys, especially some of the older people in the industry who definitely didn't go to uni, but then I guess they went to “school of hard knocks”, they've done it, these guys are slick! But I think the reality for us young people is that we just don't have the luxury of being able to skip all the steps. We need to get that paper and go, “I've done my part, now please give me an opportunity”. The degree just gets you into the door, without it you won’t even get into the door."
Q - Sales and marketing are about talking to people and have nothing to do with numbers, maths or economics? Myth or fact?
A – “It's definitely a myth. How are you going to talk to people and have that interaction if you don't understand the numbers? Understanding the numbers is what gives you the power to talk to people. It’s what gives you the clarity in terms of how well you can deliver that message. So if you know your stats and you know your figures, you can talk to an 85 year old grandmother about one thing and then spin that to a 25 year old couple; it’s exact same message delivered differently. But you can only do that if you know the numbers.”
Q – What is the difference between sales, marketing and advertising?
A – “It all starts with a marketing strategy. You're not going to be able to sell anything to anybody if you don't understand who you’re selling to. Before you get to the marketing and the sales, it actually starts with research. This involves really understanding your audience and really understanding your product; if you can't live and breathe it, something's wrong. The sales will come if you've done all these other things right.
Once you've done the research, you then do your marketing strategy. So once you understand the audience, the age groups, the demographics in terms of the ethnicities, you look at how you then market to those people? How do you come up with a message that can actually relate to because now that you understand them, you can speak to them effectively. And then once you hit them with that message I guess that's where the advertising comes into it. So then we go out and find billboard signs and come up with some great campaigns. The last thing really is a sales strategy because then your sales strategy sort of combines all these other the key parts. So “how much can I sell this for? How quickly can I sell? What's the revenue? What's my cost? Etc.” Sorry, I know you wanted a short answer….”