Sales Techniques For Hi Growth Equations Marketing Consultants Navigation Navigation • SALES : Actualization of Marketing Concepts • SALES PLAN: Incorporatin g an incisive strate gy g gy • TARGET MARKET: Segmentation to select hi p otential p ros p ects p pp Equations 2 Sales Sales Actualization of Marketing Concepts Equations 3 The Business Cycle Prototype Product Develo p ment Materials p Market Research Materials Market Production •Se g mentation Sales Actions Sales Plan Marketing • Positioning • Branding g • Reaching the TM -Distribution Sales Force • Situational Analysis • Strategy Branding • Product Personality • Pricing Equations 4 - Sales Force • Programs & Events Derivation • Targets Pricing • Advertising SALES PLAN SALES PLAN Incorporating an Incisive Strategy Equations 5 Step 1 - Situational Analysis Step 1 Situational Analysis • Environment Scan – Growth Rate %: Push & retard factors – Competition: in depth study – Profitability Profitability – Technology • Effectiveness of resources – Productivity: ROCE; human resources; product / territory • Systems Audit – Planning & control Planning & control –MIS Equations 6 Step 2 – Strategy Derivation Equations 7 Equations’ Strategy Derivation Grid Parameter Details Competitors WT A B C US Incisive Strategy 1. Product Range Broad range. Largest in the industry. Eco- Premium Premium Features Low end – High end. USPs Number of USPs Number of USPs which need to be highlighted properly properly Aesthetics Is it in tune with the current trends? Equations 8 Quality Quality. perception Parameter Details Competitors 2. Distribution Penetration % presence in universe WT A B C US Incisive Strategy Share of Counter No. of units sold versus other brands Distributor Power To drive penetration & share Motivation of Inputs; Motivation of Trade Inputs; Monetary & non monetary) to keep trade channels channels motivated. Distribution Structure Single, two tier and three tier Equations 9 Structure and three tier distribution set up Similar Evaluation Similar Evaluation … To be done for To be done for • Sales force • Advertising • Advertising • Sales promotion SlChiM t • S upp l y Ch a i n M anagemen t • New Product development Ctbd • C orpora t e b ran d • PRICING Equations 10 [...]... intensity • Reasons – Better product features – Geographical expansion – Quantum increase in resources for sale Equations 13 Step 5 – Programs / Events Gantt Ch t G tt Chart Program Event Timeline Week Nos Estimated Expense 1 2 3 4 5 Equations 14 Step 6 – Sales Budget • Targeted Sale : • Estimated Expenditure – – – – (A) Programs Events Sales Force Advertising g Any other (B) (A) – (B) = Contribution... Market Segmentation – Why? • A powerful technique to – – Spot opportunities – Develop products to suit desired segments – Optimize use of resources Equations 17 Basis For Segmentation • D Demographic : size; growth potential; geography hi i th t ti l h • Behavioral: style; specific requirement Equations 18 Case Study: Service Industry INTEGRATED PROPERTY MANAGEMENT BUSINESS Property management of LARGE.. .Sales Plan ‘ An Action Plan that converts STRATEGY into programs & events to achieve targets’ Equations 11 Step 3 - Targets SBU Past I Current Next Yr Year II Year III II A B C Growth % G th Equations 12 Step 4 – Assumptions & Reasons p p • Assumptions – Spurt in demand – Incorporating technology... knowledge – BPO’s – Mind Space; Hiranandani BPO s – IT – Infosys, Wipro etc – Banks, Media & MNCs • Physical coverage Equations 27 Compiling Targeted Data Base • Tele calling sales visit • Mailer follow up sales visit • Referrals Equations 28 Sales Visits • Pre Call : Info on corporate – Present practice p – Business size – Competition • Presentation – Our credentials • • • • Who are we Services USPs References... sq.ft and more • At multi locations for corporates (minimum per location 50K sq.ft.) Equations 25 Targeted Industries in Segment • • • • • BPO – call centres; b k office ll t back ffi IT co’s Banks Media MNC’s in FMCG, Pharma et al Equations 26 Data Mining • Publications – net / print –N Nasscom – Associations – Business today • Common knowledge – BPO’s – Mind Space; Hiranandani BPO s – IT – Infosys,... Portfolio of Services – Interior Design & execution – Facility Management – Office Support Services pp Equations 20 Interior Design & Execution • Discuss & conceptualize – Design – Layout – Color etc • Hire architect • Execute : outsourced contractors Equations 21 Facility Management • Housekeeping • Security • Maintenance – AC – Electrical – Water • Maintenance of gadgets – Phones / fax – Computers – Photocopiers . Sales Techniques For Hi Growth Equations Marketing Consultants Navigation Navigation • SALES : Actualization of Marketing Concepts • SALES PLAN: Incorporatin g an. Similar Evaluation Similar Evaluation … To be done for To be done for • Sales force • Advertising • Advertising • Sales promotion SlChiM t • S upp l y Ch a i n M anagemen t • New Product. Research Materials Market Production •Se g mentation Sales Actions Sales Plan Marketing • Positioning • Branding g • Reaching the TM -Distribution Sales Force • Situational Analysis • Strategy Branding •