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2 Magic Words forSales SuccessStop.. SellingSales andDistributionManagement
Arun Kumar Davay
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People Hate to be Sold But Love To Buy
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Marketing and SalesThe 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.
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10 Steps to Success in Sales1. Be a goal setter2. Under Promise and Over Deliver3. Be enthusiastic4. 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.
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G.U.E.S.T Methodology
Greet The Customer!Understand His Needs!Explain Product Features!Suggest Alternatives!
Thank Him!
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Sales Management
PersonalSales Rep
SalesManagers
CustomerFirm
Value
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The Eight Roles of Selling1. The Student - Learning2. The Doctor Diagnose Discontent, hitch3. The Architect Shaping Intangible concepts,Values4. The Coach- Creating Game Plan5. The Therapist Remove preconceived notions,fears6. The Negotiator Win-Win7. The Teacher Post Sales8. The Farmer Cultivate, Nurture relationships
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P.A.C.E.R
Process of
Acquiring
Customers and
EnhancingRelationships
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Sales Forecasting MethodsJury Method/Executive Opinion MethodSurvey of Expert Opinion MethodThe Delphi MethodSales Force Composite MethodUser Expectation Method/End Use Method/Survey of BuyerMarket Share MethodMarket Survey MethodSimple Projection methodTime Series AnalysisMoving Averages methodRegression Analysis
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Sales Promotion Tactics1. Price markdown.2. Premium offers.3. Banded packs.4. Free sample offer.5. Coupon collecting schemes6. Competitions.7. Personality promotions8. In-store demonstrations.9. Dealer Incentives10.Sales Force Incentives
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POISE
Marketing
Strategy
PROFITABLE
OFFENSIVE
INTEGRATED
STRATEGIC
EFFECTIVE
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Sales Promotion Tactics (Contd)11.Exhibitions12.Packaging13.Character Merchandising14.Sponsorship15.Newsletter16.Sachetisation17.Online sales letters18.Discounts and Allowances: Quantity Discounts: Trade Discounts
Cash Discounts
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Sales Response Model
Threshold Effect
Saturation Effect
Sales
Adv Expenditures
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Sales Management Strategies1. 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 rewarddesired performance.5. Creation of a culture which Motivates exceptional
individual and team performance.6. A set of tools to Measure the effectiveness of the salesteam.
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Customers Expectations
Service Quality
Reliability
Assurance
Communication
Empathy
Responsiveness
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S.No. Physical Goods Services1. Tangible Intangible2. Homogeneous Heterogeneous3. Product and distributionseparated from consumption Production, distribution andconsumption re simultaneous
process4. A thing A activity5. Core value produced in factory Core value produced in buyer-seller interaction6. Customers do not participate inthe production process Customers participate inproduction7. Can be kept in stock Cannot be kept in stock8. Transfer of ownership No transfer of ownership
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The Product Life Cycle
Time
Growth
Maturity
Decline
Introduction Profit curve
Sales curve
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Price Quality Strategies
Super value High value Premium
Good value Medium value Overcharging
Economy False
economy
Rip off
Price
quality
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Distribution Channels: Tightly coordinated distribution channelsimproves operating
efficiency and marketing effectiveness. One channel member owns the franchise and has fullpower and control over others.
Vertical marketingchannels
Corporate VMS Administered VMS Contractual VMS
Wholesalersupported Voluntary
chains
Retailerco-operatives
Franchisee org
Manufacturesponsored
retailer franchise
Manufacturersponsored
wholesaler franchise
service firmsponsoredretailer franchise
E.g.. Maruti, Ford, Hyundai license dealers to
sell their carsE.g.. Coca Cola License Bottlers in various
markets Who buy its syrup concentrates
and then carbonates sell retailers local
marketsE.g.. McDonalds, Pizza hut
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1. Theoretical: Expert, Patient, Incisive2. Aesthetic: Creative, Artistic, Observant3. Social: Benevolent, Empathetic, Team Player4. Political: Competitive, Desirous, Passionate5. Structural: Honest, Systematic, Hardworking6. Economic: Dedicated, Goal oriented, Profit Oriented,
Six Core Internal Motivators of a Sales Executive
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Ten ways to increase priceswithout increasing priceRevise the discount structureChange the minimum order sizeCharge for delivery and special servicesInvoice for repairs on serviced equipmentCharge for engineering, installationCharge for overtime on rushed ordersCollect interest on overdue accountsProduce less of the lower margin models in the lineWrite penalty clauses into contractsChange the physical characteristics of the product
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