Sales Techniques For Hi Growth doc
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Sales Techniques For Hi Growth
Equations Marketing Consultants
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• 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
Sales Plan
Sales
Plan
‘
An Action Plan that converts STRATEGY
An
Action
Plan
that
converts
STRATEGY
into programs & events to achieve targets’
Equations 11
Step 3 - Targets
SBU Past Current Next Yr Year II Year III
III
A
A
B
C
Gth%
Equations 12
G
row
th
%
Ste
p
4
–
A
ssum
p
tions & Reasons
p
p
• Assumptions
– Spurt in demand
– Incorporating technology to reduce costs /
upgrade features
upgrade
features
– New entrants…greater competition intensity
•
Reasons
•
Reasons
– Better product features
–
Geographical expansion
Geographical
expansion
– Quantum increase in resources for sale
Equations 13
Step 5 – Programs / Events
GttCht
G
an
tt
Ch
ar
t
Program Event
Timeline
Week Nos Æ
Estimated
Expense
1
1
2
3
4
5
Equations 14
Step 6
–
Sales Budget
Step
6
Sales
Budget
•
Targeted Sale : (A)
•
Targeted
Sale
:
(A)
• Estimated Expenditure
Programs Events
–
Programs
Events
– Sales Force
–
A
dvertisin
g
g
– Any other
(B)
Æ (A) – (B) = Contribution
Equations 15
SEGMENTATION
SEGMENTATION
…to select Target Markets
Equations 16
Market Segmentation
–
Why?
Market
Segmentation
Why?
•
A powerful technique to
•
A
powerful
technique
to
–
– Spot opportunities
–
Develop products to suit desired segments
Develop
products
to
suit
desired
segments
– Optimize use of resources
Equations 17
Basis For Segmentation
Basis
For
Segmentation
Dhiithttil h
•
D
emograp
hi
c : s
i
ze; grow
th
po
t
en
ti
a
l
; geograp
h
y
• Behavioral: style; specific requirement
Equations 18
Case Study: Service Industry
INTEGRATED PROPERTY MANAGEMENT
INTEGRATED
PROPERTY
MANAGEMENT
BUSINESS
BUSINESS
Property management of LARGE corporates
Property
management
of
LARGE
corporates
• Portfolio of Services
Interior Design & execution
–
Interior
Design
&
execution
– Facility Management
–
Office Su
pp
ort Services
pp
Equations 20
Interior Design & Execution
Interior
Design
&
Execution
•
Discuss & conceptualize
•
Discuss
&
conceptualize
–Design
–
Layout
Layout
– Color etc.
• Hire architect
• Execute : outsourced contractors
Equations 21
Facility Management
• Housekeeping
• Security
• Maintenance
AC
–
AC
– Electrical
–
Water
Water
• Maintenance of gadgets
– Phones / fax
– Computers
– Photocopiers
Equations 22
Office Support Service
Office
Support
Service
•
Travel Bookings
•
Travel
Bookings
• Stationery
Equations 23
SEGMENTATION
Equations 24
Basis : Focus
Basis
:
Focus
•
Only on offices (not factories)
•
Only
on
offices
(not
factories)
• 2 lac sq.ft. and more
•
At multi locations for corporates
•
At
multi
locations
for
corporates
(minimum per location 50K sq.ft.)
Equations 25
