Words for

Sales Success

“Stop…..
Selling”

Sales and
Distribution
Management

Arun Kumar
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.Don’t compete – Differentiate!
9.Be involved.
 G.U.E.S.T Methodology

Greet The Customer!

Understand His Needs!
Explain Product Features!
Suggest Alternatives!
Thank Him!
 Sales Management

Personal Customer
Firm Sales
Sales Rep
Managers

Value
 The Eight Roles of
1.Selling
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
 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 INTEGRATED
Marketing
Strategy
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
Customers’ Expectations

Reliability Communication

Service Quality

Assurance Empathy

Responsiveness
S.No. Physical Goods Services

1. Tangible Intangible
2. Homogeneous Heterogeneous
3. Product and Production,
distribution distribution and
separated from consumption re
consumption simultaneous process

4. A thing A activity
5. Core value produced Core value produced
in factory in buyer-seller
interaction
6. Customers do not Customers participate
 The Product Life Cycle

Sales or Maturity
Profits
Decline

Growth Sales curve

Introductio Profit curve

n

Time
 Price Quality Strategies

Super value High value Premium

quality

Good value Medium value Overcharging

Economy False economy Rip off

Price
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
Retailer
supported Voluntary Franchisee org
co-operatives
chains

E.g.. Maruti, Ford, Hyundai license dealers to Manufacture

sponsored
sell their cars retailer franchise

E.g.. Coca Cola License Bottlers in various

markets Who buy its syrup concentrates and Manufacturer
sponsored
then carbonates – sell – retailers – local wholesaler franchise

markets
E.g.. McDonalds, Pizza hut
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
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