2 Magic Words for Sales Success Stop..

Selling
Sales and Distribution Management Arun Kumar Davay

People Hate to be Sold But Love To Buy

Marketing and Sales

The Role of Sales Front line with customers. Generate orders. Short- and medium-range (primary focus). Identify and set up key accounts and other account management strategies. Build one-to-one business relationships. The Role of Marketing Creates leads for the sales team. Develops messaging and brand image. Short-, medium-, and long-range. Informational and educational.

10 Steps to Success in Sales

1. Be a goal setter 2. Under Promise and Over Deliver 3. Be enthusiastic 4. Recognize that the magic word in sales is "ask. 5. Expect no's. 6. Schedule time wisely. 7. Be positive in your attitude. 8. Dont compete Differentiate! 9. Be involved. 10. Learn to handle money intelligently.

G.U.E.S.T Methodology

Greet The Customer! Understand His Needs! Explain Product Features! Suggest Alternatives! Thank Him!

Sales Management

Firm

Sales Managers

Personal Sales Rep

Customer

Value

The Eight Roles of Selling

1. The Student - Learning 2. The Doctor Diagnose Discontent, hitch 3. The Architect Shaping Intangible concepts,Values 4. The Coach- Creating Game Plan 5. The Therapist Remove preconceived notions,fears 6. The Negotiator Win-Win 7. The Teacher Post Sales 8. The Farmer Cultivate, Nurture relationships

P.A.C.E.R
Process of Acquiring Customers and Enhancing Relationships

Sales Forecasting Methods

Jury Method/Executive Opinion Method Survey of Expert Opinion Method The Delphi Method Sales Force Composite Method User Expectation Method/End Use Method/Survey of Buyer Market Share Method Market Survey Method Simple Projection method Time Series Analysis Moving Averages method Regression Analysis

Sales Promotion Tactics

1. Price markdown. 2. Premium offers. 3. Banded packs. 4. Free sample offer. 5. Coupon collecting schemes 6. Competitions. 7. Personality promotions 8. In-store demonstrations. 9. Dealer Incentives 10.Sales Force Incentives

PROFITABLE OFFENSIVE

POISE Marketing Strategy

INTEGRATED

STRATEGIC

EFFECTIVE

Sales Promotion Tactics (Contd)

11.Exhibitions 12.Packaging 13.Character Merchandising 14.Sponsorship 15.Newsletter 16.Sachetisation 17.Online sales letters 18.Discounts and Allowances: Quantity Discounts: Trade Discounts
Cash Discounts

Sales Response Model

Saturation Effect

Sales

Adv Expenditures

Threshold Effect

Sales Management Strategies

1. Appropriate Organization of the sales force. 2. Insightful Selection of members of the sales team. 3. Effective and timely Training initiatives. 4. Development of Compensation Programs which reward desired performance. 5. Creation of a culture which Motivates exceptional individual and team performance. 6. A set of tools to Measure the effectiveness of the sales team.

Customers Expectations
Reliability
Service Quality Assurance
Responsiveness

Communication

Empathy

S.No. Physical Goods 1. Tangible 2. Homogeneous 3. Product and distribution separated from consumption

Services Intangible Heterogeneous Production, distribution and consumption re simultaneous process

4. 5. 6.
7. 8.

A thing Core value produced in factory Customers do not participate in the production process Can be kept in stock Transfer of ownership

A activity Core value produced in buyerseller interaction Customers participate in production Cannot be kept in stock No transfer of ownership

The Product Life Cycle Maturity Decline

Growth

Sales curve

Introduction

Profit curve

Time

Price Quality Strategies

quality

Super value

High value

Premium

Good value

Medium value

Overcharging

Economy

False economy
Price

Rip off

Distribution Channels: Tightly coordinated distribution channels improves operating efficiency and marketing effectiveness. One channel member owns the franchise and has full power and control over others.
Vertical marketing channels

Corporate VMS

Administered VMS

Contractual VMS

Wholesaler supported Voluntary chains

Retailer co-operatives

Franchisee org

E.g.. Maruti, Ford, Hyundai license dealers to sell their cars

Manufacture sponsored retailer franchise

E.g.. Coca Cola License Bottlers in various markets Who buy its syrup concentrates and then carbonates sell retailers local markets E.g.. McDonalds, Pizza hut

Manufacturer sponsored wholesaler franchise

service firm sponsored retailer franchise

Six Core Internal Motivators of a Sales Executive 1. Theoretical: Expert, Patient, Incisive 2. Aesthetic: Creative, Artistic, Observant 3. Social: Benevolent, Empathetic, Team Player 4. Political: Competitive, Desirous, Passionate 5. Structural: Honest, Systematic, Hardworking 6. Economic: Dedicated, Goal oriented, Profit Oriented,

Ten ways to increase prices without increasing price

Revise the discount structure Change the minimum order size Charge for delivery and special services Invoice for repairs on serviced equipment Charge for engineering, installation Charge for overtime on rushed orders Collect interest on overdue accounts Produce less of the lower margin models in the line Write penalty clauses into contracts Change the physical characteristics of the product