Project - Personal Selling Lead (1-24)

A
PROJECT REPORT
ON
PERSONAL SELLING
Guided by: Submitted by:

Prof. Joydeep Biswas Group 13
Sangram Keshari Panda 19202174
Shristi Satrupa Mohapatra 19202182
Sonali Sweeta Prangya 19202185
Subham Chakraborty 19202187
Vaijayanti Jena 19202194
ACKNOWLEDGEMENT
We take this opportunity to express our profound gratitude and deep regards to our Professor
Joydeep Biswas for his exemplary guidance, monitoring and constant encouragement throughout
this project. The blessing, help and guidance given by him time to time shall carry us a long way
in the journey of life on which we are about to embark.
EXECUTIVE SUMMARY
This chapter is all about personal selling and selling process. In this chapter we have learned how
to implement the concept of selling in real life situation.
At first comes product need mapping. Here our group identified which product we want to sell by
identifying our target customer requirement. And a visual representation is shown for better
understanding.
The second one is about the selling foundation preparation. Each group member shared their
understanding regarding communication, negotiation and other sales skills. Gathered all the
information about the product that is Extramark Education from various online sources. And did
competitive analysis. We also experienced the general buying behaviour of Extramark Education
in terms of consumer as well as group.
The third and fourth one is about understanding customer value as well as creating and
communicating value to the customer. Here our group has shown the selling process in a
questionnaire form for each meeting.
The last one is the details of the prospective leads which has been captured and conditions
fulfilled in MS Excel file.
INTRODUCTION
Personal selling is the interpersonal arm of the promotion mix. A company’s sales force creates
and communicates customer value through personal interactions with customers. Companies
around the world use sales forces to sell products and services to business customers and final
consumers. Personal selling is one of the oldest professions in the world. The people who do the
selling go by many names, including salespeople, sales representatives, agents, district managers,
account executives, sales consultants, and sales engineers.
Selling Process is the complete set of steps that must take place in order to execute a sales
transaction from the start to finish. The selling process may include such events as the initial
contact, product demonstrations, trial periods, bidding, price negotiations, signing of contract,
and delivery of the product or service being sold.
To gain an understanding of Personal Selling in practical situation We were given an explanation

of the entire product portfolio of ‘Extramark Education’ and were required to generate leads for
different Extramark products. We could generate 25 leads from different places across India.
OBJECTIVES
The objective of this report is to understand and be able to do the following:

 Appreciate the Selling Process and its application
 Implement the concepts of Personal Selling in real life situation
 Experience Personal Selling challenges faced by salespersons
CHAPTER-1
Product-need mapping
Class Product Why this product Price Reason
 1month:
₹2340/month
The interactive modules help the
Engaging video and  3month:
child to explore more areas and
School@home (K- interactive content helps in ₹2080/month
K-3 bridge the gap being created in
12 School courses) developing a fun-learn  6month: situation of this crisis by ensuring
experience ₹1820/month holistic development
 12month:
₹1460/month
School@home (K-12
School courses) A child should be independent
 AI based chatbot Alex  1 Month: enough to find their own answers
helps in solving every ₹2340/Month and put down things accordingly on
query whenever the
 3 Month: the page. This is when rather than
child faces certain issue
₹2080/Month asking questions to their parents,
 Maintain community
 6 Month: they should try finding answers to
learning through live
₹1820/Month their questions by themselves. They
 School@home classes helps in ensuring
 12 Month: should learn to explore areas
(K-12 School the student gets
₹1460/Month without any hesitation. Conducting
courses) personalised learning
4th to tests on a regular basis helps the
 School@home experience all the while
10th School@home (6-12 student to get into habit of giving
(6-12 School  Ensuring constant
School courses + Live tests without any fear of numbers he
courses + Live performance of student
session) achieves. A student should not
session) through, ‘Learn-
 1 Month: struggle in choosing which area of
Practice-Test’ feature
₹4680/Month specialization in class XI as by this
 Mentors form all across age a child gets in habit of studying
 3 Month:
the country are assigned by himself. Moreover, Extramark
4160/Month
together in one platform helps in nurturing every possible
for constant mentorship  6 Month:
₹3640/Month area where a child thinks he is not
to individual students capable of performing well.
12 Month:
₹2730/Month
11th to  School@home A child should be able to handle the

12th (K-12 School  The learning application School@home (K-12 pressure and stress and manage his
courses) helps in maintaining School courses) time properly at this phase as time
 School@home highest level of  1 Month: becomes a major aspect as the
(6-12 School conceptual learning and ₹2340/Month student needs to prepare not just for
courses + Live arrangement of classes  3 Month: regular exams but also for IITJEE,
session) by some of the best ₹2080/Month NEET and several other
 JEE/NEET faculty in this country.  6 Month: competitive exams. Extramark
foundation  Preparing students for ₹1820/Month helps in preparing a student through
curses further studies by  12 Month: strategic study pattern rather than
 JEE/NEET conducting regular mock ₹1460/Month generalised study pattern which
package long tests and adaptive test would help a particular student
term courses based on the specific School@home (6-12 realise the importance of time and
boards which changes School courses + Live prepare well for every examination.
level of difficulty every session)
possible time.  1 Month:
 Helping every student ₹4680/Month
by creating study  3 Month:
schedule and ensuring 4160/Month
he/she attends every  6 Month:
classes and give regular ₹3640/Month
 12 Month:
₹2730/Month
School@home
(JEE/NEET
tests foundation courses)
 1 Month:
₹5500/Month
 Helping students prepare  3 Month:
for physical lab exams ₹5100/Month
by use of virtual labs by  6 Month:
Extramark ₹5000/Month
 Extramark also have a  12 Month:
robust IITJEE, NEET ₹4500/Month
program for students so
that it becomes easy to School@home
analyse the weak areas (JEE/NEET long term
since begining courses)
 1 Month:
₹7000/Month
 3 Month:
₹6400/Month
 6 Month:
₹6000/Month
 12 Month:
₹5500/Month
Visual representation of product need mapping
CHAPTER-2
1. Selling Foundation Preparation
1.1. Our Understanding related to
1.1.1. Communication skills
Question based on ADAPT

Salesperson Questions Effective Listening
Information Sought Strategic Purpose
System
Probing Questions (Ex:

Open-Ended Questions
How are you managing
(Ex: How is your child
your kid at this situation?)
performing?)  Paid attention
Evaluative Questions: (Ex:
Close-Ended Questions  Confirmed my
Vaijayanti What do you think about
(Ex: Which class your kid Appied understanding with buyer
Jena online classes?)
is in?)
Tactical Questions:  Encouraged the buyer to
Dichotomous Questions talk
(Earlier you mentioned that
(Ex: Is your kid techno
nowadays there is no test
savvy? )
being held. )
Probing Questions (Ex:

What impact do you think
Open-Ended Questions
this online classes will have
(Ex: At this time of
on children?)
pandemic how is your
 Made the buyer comfortable
child adapting technology
Evaluative Questions: (Ex: to talk initially by greeting
for her studies?)
How do you feel if this
online teaching method  Analysed every need of the
Subham Close-Ended Questions
continues till next few Applied buyer
Chakraborty (Ex: Is your child in
month?)
CBSE/ICSE)
 Resolved every objection
Tactical Questions: ( As that was put forward
Dichotomous Questions
earlier once you told that
(Ex: Do your child have a
your kid has scored poor
tendency to stick to cell
marks in this online
phone all day long? )
medium, is this issue
resolved)
Open ended Probing Questions (how

question(what do you do are you managing your
to keep in engaged in child’s studies)
studies )
Evaluative Questions  Assessed his problem.
Close ended questions(is (what are your views about
Sonali Sweeta
he enrolled in any online online teaching platforms)  Built a rapport with the
Prangya Applied
educational service parent
platform) Tactical Questions (as
mentioned by you, your  Answered all his queries .
Dichotomous Questions child is not performing
(is your child fond of good in one subject, have
cartoons) you thought about it why)
Open ended question (Ex:
What do your child do to Probing Questions (Ex:
clear his doubts in any Apart from studies how is
subject during this your child managing his
pandemic situation when hobby in art and craft?)
the classes are not held
 Paid Attention
properly) Evaluative Questions: (Ex:
What are your ideas about
Shristi Satrupa  Analysed the need of the
Close-Ended Question online classes?) Applied
Mohapatra buyer
(Ex: Among father and
mother who help your Tactical Questions:
child in studies?) (Earlier you had told that  Answered all his queries
your child is not getting any
Dichotomous Question mentor or tutor for doubt
(Ex: Have you heard about clearance and guidance,
Extramarks earlier from how is he dealing with it?)
any source?)
Probing Questions (How

Open ended this pandemic affect studies
question(How is your of your child?)
child managing his studies
during lockdown?)
Evaluative Questions (Is  Gives continuous response.
Close ended your child’s performance
Sangram questions(How much during luck down  Understands the query and
increasing or decreasing? Applied
Keshari Panda time per day is my child then reply
spending with tech?) And why?)
 Overall Monitoring
Dichotomous Questions Tactical Questions(You
customer’s behaviour
(Is your child performing told me that your child is
well in the online class?) not taking interesting in
online classes, have you
found the reason?
1.1.2. Negotiation skill
Salesperson Negotiation Style
Throughout the report while doing sales call it was found that I carry a compromising negotiation skill
where my major concern was doing fair for both the buyer and the seller and coming to a mutual conclusion
Vaijayanti Jena
that best fits the situation. A compromiser basically sacrifices their own personal needs to satisfy the other
party which sometimes helps in generating empathy in the minds of the buyer leading to a positive
conclusion.
It was analysed after successful completion of sales call that I carry a competing negotiation style where my
Subham major personality trait carries a goal-driven approach. Having a competing negotiation style I stayed focused
Chakraborty and determined for generating a positive outcome by addressing every objection confidently. People with
competing negotiation style are strategic thinkers which helps them in successfully generating a lead.
When I was doing sales call, I kept one thing in my mind that I need to maintaining relationships with the
customers. That’s why customers stay loyal with the company for a longer time. I found some of the
Sangram Keshari customers were highly sensitive to the emotions and relationship that they behaved smoothly over tension,
Panda were able to maintaining a good rapport.I generated my lead through maintaining a good relationship with
customers.
While doing the sales call for this project, it was analysed that I carry an avoiding style which means I don’t
like doing negotiation with the customers and moreover if I found from their body language that they are not
Shristi Mohapatra too much interested for the product, I don’t try to convince them more rather try to generate new lead within
that time.
Throughout this assignment, I found out that I carry collaborating negotiation style, which means I gave
importance to the client’s need and interest. My approach was more relationship oriented because I believe
Sonali Sweeta long term relationship would be more beneficial for a company rather than one-time user. The most
Prangya important thing was to maintain trust and transparency between me and the client by giving them every
information they needed.
1.2. Extramarks
Product
Extramarks is recognised as one of the leading educational technology company which has its
reach all over the world in various places apart from India. It aims to provide students with
quality education by a whole new approach of transforming the concepts of regular school going
learning to an exciting home learning digital medium. There are five products that Extramarks
delivers to its customers for giving them a better understanding of the particular subject:
 Live Classes: Extramarks uses a very student friendly approach for making it easy for the
kids to relate with. The faculties in Extramarks are experts in their specific domain, which
enables them to tap on relevant areas that will benefit the students. Live classes are scheduled
as per previously aligned time-table that gives it a whole new experience by turning home
into a digital classroom.
 Go to School: The Go to School is a very humble initiative taken by Extramarks for the
students from various regions who were unable to visit their respective schools and attend
classes. Extramarks acted as a bridge between the gap that was eventually created in the
learning progress of students due to COVID 19 spread all across the globe. It provided a
platform for teachers to access various modules created by them and further conduct regular
classes for the benefit of their students, as they promoted an initiative “learning must go on”.
After which the students can easily listen to their respective teachers through the live classes
anytime and anywhere. It became relevant for teachers to assign homework and create
worksheets for students. On the other hand, students can also record the classes which can
help them for later use.
 Learning App: Extramarks introduced the Learning App to create an all-new space for the
learners through its virtually driven modules, animated lessons and interactive approach. All
these combine together to attract attention of viewers/learners so that they get a fun
experience while studying. The students need not worry about their courses being covered
that might vary the learning from Extramarks as the Learning App gives a holistic experience
by providing substantial content that is linked to the curriculum of the students. The prime
focus is to ensure that there should be clarity in the concept through the approach being
trusted. On an overall basis it gives an assurance to complete the syllabus for all classes and
various course irrespective of the time and place from where the users are accessing. Few
features about the app are:
 Free trial for a period of 7 days that allows to user to explore various aspects they
might look for
 Introducing learn-practice-test segment that helps to test one’s knowledge through this
approach
 Parent Eye feature, that helps the parents to track the progress and gives them an
insight into their child’s performance over the period
 Personalised learning and doubt clearing session with an AI-based studybot named
Alex
 Provides a gamified learning experience through several quizzes and innovative,
‘Challenge a friend’ approach
 Recommendation through several analyses performed as per one’s progress report,
that helps to know where one stands and which subjects to focus
 Opportunity to book for free counselling session with the executives
 K-12: Extramarks believes in delivering the best possible output to its learners by creating the
foundation strong, which will enable them to think analytically and handle their problems
using logical approach since the beginning. It takes care of every small aspect of the learners,
covering from nursery till class 12. Extramarks believes in delivering quality education to the
learners irrespective of the Board from where they are availing their primary education. Apart
from ICSE and CBSE Extramarks also delivers it services to students from CBSE Hindi, and
several State Boards such as Tamilnadu, Karnataka, NDMC English, NDMC Hindi,
Maharashtra, International Curriculum (Upper Secondary), International Curriculum (Lower
Secondary), and West Bengal. On an overall basis Extramarkss has revolutionized the
education system and the way it was perceived by the students and have successfully
delivered solutions through their unique approach for this current generation of learners.
 Test-Prep: Extramarks not just covers courses for learners from K-12, but it also believes in
development of fundamental concepts of the core subjects by contributing through
online/offline courses which will enable student to crack their respective tests. Extramarks
majorly focuses on preparing students for their JEE, NEET, SAT, TOEFL and PSAT by
providing the learners with live and recorded session from India’s top experienced faculties.
Apart from providing necessary content, Extramarks successfully simulate a real exam
environment for the aspirants through a robust testing engine which gives them access to in-
depth series of tests. Extramarks also conducts mock online tests that over the years have
helped students in getting the real time exposure and analysing the online exam pattern of
various entrance tests.
Organization
It was 2007 when Extramarks was founded by Mr. Atul Kulshrestha, who took this brand to a
whole new sphere of delivering quality education to millions of people around the globe. Today
Extramarks is one of best education technology company with a vision to empower education and
provide quality content through online platform. The motive was to reach the masses and make
education a fun experience with various video modules that would attract attention of learners.
Today, apart from India the company has set its foot in Indonesia, South Africa and Middle East.
Extramarks has made a mark of tying up with 9000 government and private schools of various
boards. As compared to early days it is not just books that act as a medium to transfer knowledge
but due to rapid modernization in every sector technology has taken things to next level where
knowledge can be delivered through online education portals. People have accepted this change
in the education sector and it has been proven as a fruitful way to acquire knowledge. Today
Extramarks has a long extended family strength of more than 3500 employees who work hard
every day for the betterment of the current education system, so that it successfully triggers the
positive approach of modern education culture. It is a Delhi based company who promises to
deliver its product to the learners in order to successfully excel in life. Extramarks has a wide
product range that caters to learners from nursery to class 12 and also makes the students prepare
for their higher studies and competitive exams. As per analysis, today there are more than 6
million people who have trusted this brand and Extramarks have always stood up to their
expectations by proving that online platform has its positive aspect to make the process of
learning more enriching. There are few criteria due to which Extamarks makes itself as one of the
most preferred brand of learning in today’s generation:
 Extramarks follows policy of 360-degree approach where it enables the learner to go
through a three-way channel of, learn-practice-test. This method was introduced to help
the learners access themselves after every level and work hard accordingly
 Extramarks always believes in consistency and for which it introduces a mentor to every
learner from primary classes to higher studies. The mentor acts as a guide to its mentee by
helping him cross the hurdles he/she faces all the way to success. In short it acts as a
bridge to connect the learners well with their mentor
 Extramarks applies a scheduler to the daily activity of the learners so that none of them
skips any lectures and it also helps the learners to stay updated about their classes. It was
primarily done so that their daily studies do not collide with their extracurricular activity
 Extramarks always keeps record of the learners and their results so that it helps them to
keep a track about their courses and how much more effort and time they need to invest
for development
Ed-Tech Category
Today every single thing we see around us is evolving at a much faster rate than one can even
think of. Rapid modernization has hit the globe hard that preferably every sector is on a loop to
transform themselves and update to the next level. Similarly, Ed-Tech sector is growing at a
much faster rate, as people have understood the importance of quality learning just by sitting at
their cosy place. As per the surveys global investments in Ed-Tech sector is crossing billions and
is expected to grow bigger in recent times. Today every single innovator and educators have
positively realised the power of technology that can make education a fun-learning experience
that travels beyond classroom. Extramarks as an Ed-Tech company falls under the following
category:
 Coding and Technology: Extramarks is believed to help the learners with several learning
tools that support coding and functions where high school learners can learn how to code.
Apart from this, various other digital skills are nurtured such as testing, algorithmic
thinking etc.
 STEM: Extramarks with its visually driven models helps the learners to enjoy the
scientific world of atoms and several molecules creating a 3D environment. This makes
the learning more fun and interactive.
 Early Childhood Learning: Extramarks through its app helps in creating a very
sustainable, healthy and playful environment by designing pattern to give kids and their
parents a strong foundation about co-living. Several game based techniques are
incorporated that even the toddlers can enjoy and retry even if they fail at once.
 Learning Management System: Extramarks allows all its learners to support via skill
learning exercise, managing the content, through various artificial intelligence techniques.
It allows to take proper assessment through a series of Learn-Practice-Test which allows
the learners to keep track of their performance. Extramarks also supports self-placed
classroom training and virtual classroom with whiteboard feature to make learning easy
for students. It has also in-built communication feature that bridges the gap which acts as
hurdle in learning process.
 Social-emotional Learning: Extramarks adapts the process of SEL where a learner is

made capable to understand and control their emotions, feelings and be generous towards
other. This helps to maintain a healthy relation and make the learners adaptive to changes
around him and take decisions responsibly. The primary reason for this approach is to
inbuilt an emotion of self-awareness and social awareness among the learners.
Researchers believe that adapting this method supports greater achievement results.
 Online Courses: Extramarks provides online courses which helps the learners to sit back
in their place and join anytime they want
 K-12 Education: Extramarks prepares courses which ranges from nursery till class 12. It
follows a holistic approach to create a foundation and further prepares a student for his
high school curriculum. Alex, an AI software enhances the mode of teaching as every
video module is designed keeping in mind that the teachings does not feel repetitive in
nature.
 Test Preparation: Apart from covering courses from nursery till 12 th, Extramarks also
helps in preparing a learner for his competitive examinations. All major courses such as
JEE, NEET, SAT, TOEFL and PSAT are covered for students who enrol to Extramarks.
Competitive Analysis
Extramarkss is an BYJU’S is an Ed-Tech Vedantu delivers Toppr’s major

Specifications education technology company that delivers online tutorial service concern is to help the
company and courses fin online through digital learners prepare
developed app for K-12 platform for its learners platform that also themselves for their
enables personalised
and prepares learners competitive/entrance
learning
for test examinations
Founding date 2007 2008 2011 2013
Location (HQ) Noida Bengaluru Bengaluru Mumbai
No. of
3900+ 3200 1500+ 1930+
employee
K-12 Higher Education

Personalised learning Entrance Examination
Tags Test Preparation K-12
K-12 K-12
Mobile app Mobile app
Revenue $45 Million $372.2 Million $7.5 Million $13.2 Million

Payment Monthly/Yearly/ Free
Onetime/ Free trial Monthly/Free Trial
Method Trial
 Library
 Library
 Library Management
Management  Library
Management  Mobile App
 Mobile App Management
 Mobile App  Assessments
 Assessments  Mobile App
 Assessments  Dashboard
 Dashboard  Assessments
 Dashboard  Higher Education
 K-12  Dashboard
 K-12  K-12
 Student  K-12
Features  Learning  Student
Information /  Learning
Management Information /
Records Management
 Mobile Learning Records
 Learning  Mobile Learning
 Learning Plans  Learning
Management  Learning Plans
 AI Management
 Mobile Learning  Entrance Exams
 Entrance Exams  Mobile Learning
 Learning Plans
 Learning Plans
 Web App  Web App  Web App  Web App

Available
 Mobile App  Mobile App  Mobile App  Mobile App
Types of sales roles possible in Extramarks
 Basically Ed-tech companies are of Inside order takers who receive orders through phone
or mail and in case of Extramarks, Business Development Manager are the ones who
identify the ultimate buyer, stakeholders, end-users and evaluate their position in the
industry; reach out to prospective schools through various lead sources like reference or
channel; retaining all existing customers and upgrading the value of business portfolio;
Maintaining relationship with clients by providing support, information and guidance;
Tracking sales progress
 Ed-tech Consultants are the ones who listen and understand the needs of the customers in
specific areas and find a solution for their every queries with information or resources;
Lean on the existing network as referrals and finding the right contacts on social media
through school associations.
 Interns or trainee are the ones who sell the product to new customers or generate leads or
prospects for the company, provide information to customers by persuading.
1.3.Extramarks general buyer in terms of
1.3.1. Consumer Buying Process
1. Identify the Problem

This is the primary phase of the purchasing cycle. A customer won't purchase without the
acknowledgment of the requirements or needs. At the point when a buyer wants to purchase a
specific item, he will go for a purchase decision. In case of Extramarks, we have to understand
the needs and the problems of the students and the parents so that we can come up with a better
solution or suggestion.
2. Information search
At this stage, the consumer knows about his needs. He is also aware about what product would
solve the problem. Therefore, the customer is more interested about the product and starts
gathering information and research. In case of Extramarks the interested person would start his
research about the company, its competitors, its reviews and every sort of information available
about it.
3. Evaluation of Alternatives
By now the consumer has done fair research about the products and specific things he wants to
fulfil his needs. Generally, he starts looking for the alternative product that could solve his
problem. For Ed-tech, price of the subscription, popularity, social media reviews, quality of
service are few factors that a consumer would consider. Usually, at the end of this stage,
consumer would rank his choices and a pick a product that best matches his needs and wants.
4. Purchase Decision/Purchase
In this stage the customer has explored all available options. The customer is sceptical in this
stage before making the payment. They can even back out before the purchase if they find any
better alternative or any negative feedback about the product. As a marketer we should always
focus on how we can do better than our competitors, if we lack, it gives a reason to the customer
to shift to other alternatives. Example- if the user like the Extramarks learning app, this is the
stage where the customer makes a payment and on boarding happens.
5. Post-Purchase Evaluation
This is the most important stage after the purchase where all the queries of the customer are
addressed and solved. There can be two outcomes either satisfied or dissatisfied. If all the needs
of the customer are fulfilled and met his expectations then he is a satisfied customer, but if he has
unfulfilled needs and that need is not taken care of by the company then he is a dissatisfied
customer.
In Extramarks, if the student is being benefited by using the app and is willing to subscribe of
next month then he is happy with the services provided, if not he might not extend his
subscription. After sales service forms the foundation of the long term relationship, so we must
deal with the customer with utmost care and focus on giving a great and positive experience
1.3.2. Group Buying Behaviour
Group buying in organizational sales comprises of various people form a particular organization
who are active members/participants in the whole decision-making process. These people serve
different roles to achieve a common goal for the betterment of the organization. Below mentioned
are the groups who are involved in the buying decision process of Extramarks Education’s
subscription buying during the pandemic times.
Here a school or a Private institute wants to buy Extramarks Subscription for their students.
Initiators: Initiators are a group of people who commence the whole buying process when the
need for a particular product arises from the end-users or top management.
For example: School Principal/Head of the institution act as an initiator for the above scenario
mentioned
Users: Users are a group of people for whom the whole process of buying a particular product is
initiated. They get to feel and experience the product as per their need and sometimes users are
also recognized as initiators for their basic purpose to initiate a purchase.
students
For example: The students of the school or institution are going to be the prime user of
Extramarks.
Buyers: Buyers are those people who play a major role to choose the best possible supplier for
the product required by the end-users. Their role is to fix the purchase at a reasonable price so
that it helps to remain at an equilibrium state of the whole process and the organization does not
suffer any loss. Buyers keep track of the purchase and follow up at every stage till the goods get
delivered.
For example: Top management authorities of School are the buyers of Extramarks subscription in
the given scenario
Influencers: Influencers are people having proper skillset and knowledge who can supply
information or advice in terms of the product before any order is initiated. They examine the best
possible product available by categorizing the products as per their specification. In simple
words, they influence the purchase mechanism and can be from the top management when
business involves a huge amount of purchase or can be from any technical domain knowing the
product.
For example: In the case of School or Institute are purchasing Extramarks subscriptions, the
influencer can be Extramarks sales team and Teachers of the school.
Deciders: Deciders are people having special power to approve the purchase for the organization.
They are the decision-makers who set up the specific requirement of the product and are well
aware of the other members working in an organization. It involves the purchase executives and
senior executives who look up to the needs of the end-users.
For example: School’s management authority can be a prime decider in case of purchasing
Extramarks Subscription for students.
Approvers: Approvers are a group of people who plays a very important role to approve the
actions taken by the purchasers/deciders for any product purchase.
For example: Owner of the School or institute can be the approvers for purchasing Extramarks
Subscription for students.
Gatekeepers: Gatekeepers are people with whom there will be the first contact with the
marketers. All necessary information is passed through them to the other members of the
organization. They perform roles at various positions of the organization acting as a filter to all
information.
For example: Assistants/receptionists/telephone operators act as a gatekeeper for School or
institute in the above scenario
CHAPTER 3 & 4
Customer 1
1. Understanding Customer Value
1.1. Lead generation source: Personal Observation
1.2. Pre-sale planning related to
1.2.1. Prospect information
A. Lead Name: Sheryal Prakash
B. Father’s occupation: Service

Father’s Job Title: Employee
Mother’s occupation: Service
Mother’s Job Title: Professor
Class of the student: 10th Grade
Board: CBSE
Techno savvy: Yes/No
C. Influencers:
Name Relation with Child Role in Purchase Decision
Mr. Prakash Father Influencer
Mrs. Barsila Prakash Mother Decider
Sheryal Prakash Child User
1.2.2. Identifying customer value proposition

Extramarks Education creates a common platform for mentors, teachers and other educators
who are willing to share their expertise with children to prosper in their future. Similarly, the
major issue addressed in this conversation was that the parent seems worried about the child’s
biology subject as her performance graph is declining over the time to which I addressed that
Extramarks gives special guidance on every single problem and one can easily access the
areas where they need improvement. Apart from that mentors guides the student whenever
needed. With the help of AI, the student can raise any issue and it gets resolved within few
minutes. On an overall basis Extramarks does cater to every single need of the students.
1.2.3. Call objective

The major objective during this conversation was to enable the family subscribe to
Extramarks education as well as make them aware of various features that Extramarks
delivers to its customer.
- Gather information on lead’s need
- Build trust based relationship
- Making a purchase
1.2.4. Anticipation of objections:
Ques. Why will I buy your product?
Ans. Extramarks’s Interactive Education brings complex concepts to life and enables you to
interact, engage and play with them. This kind of study will induce excitement in the process
of learning, thus motivating you to get back to academics without feeling the compulsion and
pressure. Extramarks promises to deliver best possible result through expert guidance of
world class mentors.
Ques. How is it beneficial for my daughter?

Ans. Because ma’am, Extramarks’s has taken initiative to provide excellent course to learners
in order to learn, practice and excel in their studies. Through the ‘Learn-Practice-Test’ feature
your daughter will be able to follow her past mistakes and it would be very helpful to overall
improve her interest in this subject.
Ques. Does Extramarks’s provides special attention to everyone?

Ans. Yes, Extramarks’s provides mentor for looking the performance of each students. Being
an online method, it does not lag in providing a mentor to the child. Each student has the
facility of inviting mentors over with whom they can consult and discuss any topic or subject
they might find tough to tackle.
1.2.5. Recognizing key buying members and their roles

Key buying member: Lead’s Mother
Role in purchase decision: Decider
1.2.6. Comparison with current product being used, if any

None
1.3. Pre-approach used

 Customer benefit approach
 Referral approach  Introduction approach
 Product Approach  Question approach
 Praise Approach
2. Creating and Communicating Value
2.1. Sales approach used
 Stimulus Response Approach  Trust-based Sales Approach
 Mental States Selling Approach  Need Satisfaction Approach
 Problem-Solving Approach
2.2. Which sales support tools and benefit claims were used during the calls?
Buying Specific Benefits Information to support Support tools

Motives benefit claims Required
Rational
-Cost -Having the lowest cost - We have the lowest price - Website
on the market is of subscription as
advantage to the buyer compared to the
competitor
-Convenience - During this pandemic - We offer regular live - school@home

it gets much easier to session campaign
get a distanced learning
option
-Quality -We offer premium -gives an experience of -Alex (AI based

quality education to personalized learning on personal
every subscriber based on the student’s studybot)
learning pace
2.3. Sales techniques used during the calls

 Feature-Advantage-Benefit (FAB)  Praise
 Examples and Anecdotes  Dramatic
 Comparisons and Analogies  Article Features and Premiums
 “I am Here”
2.4. Which communication approaches did you apply while presenting?

Amiable communication style was followed throughout the conversation to pitch about the
product and make them understand the features it delivers. Major focus was given on building a
healthy relation with the customer and as the product was new to them a slow-paced method was
followed to make them understand about the services being offered in brief. Overall the
communication approach undertaken was high responsiveness followed by low assertiveness
2.5. Negotiation principles used

 Separate the People from the Problem
 Focus on Interests, NOT Positions
 Insist on Developing Objective Criteria
 Develop options for mutual gain based on criteria
Negotiation techniques used
 Auctioning  Sticks and Stones
 Good cop – Bad cop  Take It or Leave It
 The Well is Dry  Wet Noodle
 Limited Authority  Veiled Threat
 Divide and Rule  Splitting the Difference
 Deadline  Bundling and Bartering
2.6. Objection handling techniques applied

 Forestalling  Questioning or Assessing
 Direct Denial  Feel-Felt-Found
 Indirect Denial  Coming-to-that
 Boomerang  Re-stating the Objection
 Compensation  Superior Feature
 External Reinforcement  Base Shifting Method
2.7. Which closure techniques were applied

 Direct Closure  Assumptive Closure
 Limited Choice Closure  Feel or Emotional Closure
 Summary Closure  Minor-point Closure
 Balance Sheet Closure  Special Concession Closure
 Success Story Closure  Need-benefit Closure
 Standing-Room-Only Closure  Ownership Closure
 Demonstration Closure  Puppy Dog Closure
 Pretend to Leave Closure
Customer 2

1.1. Lead generation source: Referrals- Family
A. Lead Name: Shuvam Sahu

Father’s Job Title: Sales manager (Tata Steel)
Mother’s Job Title: HR recruiter
Board: CBSE
C. Influencers:
Mr. Sourav Sahu Father Decider
Mrs.Shikha Sahu Mother Influencer
Shuvam Sahu Child User

Extramarks’s curriculum mapped learning solutions did solve the primary objections that
were raised by the family as being in 9th grade, Extramarks’s helps in holistic growth of the
student by keeping the student engaged in everyday basis by conducting practice test after
every assessment conducted. After the discussion it was found that the child had interest in
pursuing carrier in science so we did make them aware that Extramarks’s do make the child
ready for cracking JEE as well as other competitive exams.

Extramarks education as well as make them aware of various features that Extarmark delivers
to its customer.
- Making a purchase
Ques. My son is not able to catch Social Science subject through text books. Will the app help
him?
Ans. Talking about Social Science subject, Extramarkss include all the chapters as of text
books where the student is made understood through animated videos and then a practice
series is being provided where you can not only find answers to the NCERT questions but
also the answers to Previous years question and then a test series is also included to know
about the progress of the learning by the child
Ques. What if there is any doubt in subjects like mathematics?

Ans. Extramarkss has Alex, the studybot which is available 24*7 for the queries related to
your studies. Apart from that there is also an option to click the photo of the question and
upload it. In case Alex couldn’t answer the question, you will be assigned to a teacher that too
at your convenient time to solve the doubt.
Ques. If Extramarkss is based on totally NCERT then how my ward is going to be benefitted
for exams like Olympiad, KVPY, JEE and NEET
Ans. Extramarkss provide special live classes with worksheets for such competitive exams.
Along with that they conduct weekly test to build up the concept where they also provide the
progress report. They have experienced and highly qualified faculties with whom your ward
can communicate to clear his doubts.

Key buying member: Lead’s Father

None

 Customer benefit approach
 Product Approach  Question approach
 Praise Approach
 Mental States Selling Approach  Need Satisfaction Approach
 Problem-Solving Approach

Rational
competitor

option

learning pace

 “I am Here”

healthy relation with the customer and as it was important to make them complete aware of the
benefits they would get by subscribing Extramarks’s I followed a slow-paced method to make
things crystal clear. Overall the communication approach undertaken was high responsiveness
followed by low assertiveness

 The Well is Dry  Wet Noodle
 Deadline  Bundling and Bartering

 Forestalling  Questioning or Assessing

 Success Story Closure  Need-benefit Closure
Customer 3

1.1. Lead generation source: Personal observation
A. Lead Name: Yashaswee Agarwal
B. Father’s occupation: Business

Father’s Job Title: Owner
Mother’s occupation: Housemaker
Mother’s Job Title: N/A
Class of the student: 2nd Grade
Board: CBSE
C. Influencers:
Name Relation with Role in Purchase Decision
Child
Mr.Anil Agarwal Father Decider
Mrs.Anjani Agarwal Mother Influencer
Ms.Yashaswee Agarwal Child User

Extramark’s classes are integrated with device-based learning which helps in delivering
personalized learning experience to every. The parent was initially unaware of Extramark
Education so I discussed about every possible feature that can resolve every single doubt that
might arise ahead. As Extramark delivers rich, visual presentation lessons for kids that makes
them feel good while learning certain things which might seem monotonous if followed
regular sessions. Apart from that the child can also get an added benefit of following her
passion in art and paint as Extra mark’s does take care of that issue. Overall before the call
ended I was successful in creating a good impact about Extramark in her head.

to its customer.
- Making a purchase
Ques. As my daughter is in already attending her school classes through zoom and other
portals how can Extramark be helpful for her?
Ans. Extramark focuses on delivering quality content to every customer and makes learning a
fun experience rather than following monotonous schooling reading patterns. It will allow the
kid to explore areas which is not possible through regular teaching method. The visualistic
and animation filled modules helps in lowering the gap that a kid of her age faces as she
mostly fails to relate what is being taught in her classes. At last she will enjoy the learning
experience with Extramark.
Ques. Will Extramark help in clearing her doubts and follow courses being taught in school?
Ans. Extramark provides a personalized learning experience through its AI integrated
program named Alex which will look after her every issue all day long and alongside
Extramark follows courses as being taught in schools so she won’t face problem in relating to
the chapters being currently taught in her classes.



None

 Praise Approach

Rational
competitor

option

learning pace

 “I am Here”

Analytical communication style was followed throughout the conversation to pitch about the
product and make them understand the features it delivers. Major focus was on successful
completion of the task as my interest was majorly focused on achieving the objectives by being
task-oriented and as both of them were new to Extramarks’s I did explain them about the product
in brief. I believed in keeping the conversation slow-paced for the reasons mentioned above.
Overall the communication approach undertaken was low assertiveness and low responsiveness

 Focus on Interests, NOT Positions


Customer 4

A. Lead Name: Aishwarya Bhanja Deo
B. Father’s occupation: Government Servant

Father’s Job Title: Deputy Secretary
Mother’s occupation: Homemaker
Board: Odisha state board(BSE)
C. Influencers:
Name Relation with Role in Purchase
Child Decision
Mr. Karunasindhu Bhanja Deo Father Decider
Mrs.Nirupama Bhanja deo Mother Influencer
Ms.Aishwarya Bhanja Deo Child User

Extramarkss follows a student centric approach for every problem faced by the student, as
well as it provides personal mentorship to every student which resolved their doubt as they
faced several issue with the previous tutors. Extramarks keeps a record of the performance
growth and helps in assessing the student which would help the student to maintain a constant
drive towards her studies and eventually good results being fetched. Customer also had an
issue of courses being offered which should match the kid’s course curriculum, to which I
addressed that every course that are taught in schools are registered under Extramarks as they
follow the same course curriculum so that student do not face any difficulty relating to the
subject.

to its customer.
- Making a purchase
Ques. Why should I take your subscription rather than Byju’s?
Ans. Extramarkss Education delivers what content they promise. Extramarkss education
provide online Mentoring, Schedule Studies and assess your progress which all are not
provided by the other educational company.
Ques. If my child will not performing well, will you refund my money?
Ans. Sir, we are providing best education quality to the students. According our past data
every student does well after joining Extramarks it’s our guaranty that your child will perform
tremendously well.
Ques. My daughter is from state board; will he understand the Extramarkss academic
content?
Ans. Extramarkss multimedia modules are customized for different segments using a game-
based, thematic learning approach for learners. Extramarkss also uses hierarchical, layered,
and adaptive approach for explaining academic subjects to student. This is how effectiveness
in education is ensured through differentiation in approach by Extramarkss Education.


None

 Praise Approach

Rational
competitor
-Convenience - During this pandemic - We offer doubt clearing - mentor for each
it gets much easier to session student
option

learning pace

 Comparisons and Analogies  Article Features and Premiums
 “I am Here”

Amiable communication style was followed throughout the conversation for explaining them
about the product and make them understand the features it delivers to its subscribers.
Throughout the conversation I focused majorly on building a relationship with customer 1 as well
as I was clear and firm while pitching about the product. I believed in keeping the conversation
slow-paced and every problem was addressed taking time so that it becomes easy for them to
understand. Overall the communication approach undertaken was low assertiveness and high
responsiveness

 Insist on Developing Objective Criteria
 Develop options for mutual gain based on criteria
 Auctioning  Sticks and Stones
 Divide and Rule  Splitting the Difference

 Direct Denial  Feel-Felt-Found
 Boomerang  Re-stating the Objection

 Limited Choice Closure  Feel or Emotional Closure
Customer 5

A. Lead Name: Aarav Singh

Father’s Job Title: TCS Junior Operation Engineer
Board: CBSE
C. Influencers:
Mr.Amit Singh Father Decider
Mrs.Aarti Singh Mother Influencer
Aarav Singh Child User

The basic need for the family being analyzed was that the child needed constant guidance for
every task given to him. The child used to run away from assignments given to him during
his classes, to which Extramarkss can help the child by giving personal assistance throughout
the day where the video modules would be a benefit due to its interactive planned session.
The family won’t face any problem as every course that Extramarkss offers are enrolled as
per the child’s course curriculum. Extramarkss makes learning very easy for every kid
through its attractive session planning and effective learning pattern.

Extramarks education as well as make them aware of various features that Extarmark
- Making a purchase
Ques. My son is in class 2, how Extramarks’s is going to benefit him?
Ans. The Extramarks’s have gamified approach which is catchy for the young students. It
also includes a lot of rhyme and puzzle to make the learning more interactive. They have the
option of drag and drop, memory match, true and false, bubbles, and little Einstein at work.
Ques. He is too small to be given a phone for his studies and moreover I can teach him
myself.
Ans. I am sure you must be having your job and other stuff to handle. You always cannot
devote 100% time to both the things. I would suggest, taking the subscription would be a
good idea.
Ques. What is the pricing structure?

Ans. The one-time enrolment fee is Rs1000 and monthly fee is Rs1250.
Ques. The subscription is fairly priced, I liked it. I will get back to you soon.
Ans. One suggestion, our app provides 7-day free trail, just download it, and give it a try, I’m
sure you will like it and after that we can move forward. I will call you after 5 days so that we
can discuss further. Thank you, have a nice day.


None

 Praise Approach

Rational
competitor

option

learning pace

 Feature-Advantage-Benefit (FAB)  “I am Here”
 Examples and Anecdotes  Praise
 Comparisons and Analogies  Dramatic
 Article Features and Premiums


 Limited Authority  Veiled Threat

 Forestalling  Questioning or Assessing
 Compensation  Superior Feature

Customer 6

1.1. Lead generation source: Referrals- friends
A. Lead Name: Vamika Patel
B. Father’s occupation: N/A

Father’s Job Title: N/A
Mother’s Job Title: Junior Engineer
Board: ICSE
C. Influencers:
Sakshi Patel Mother Decider
Mrs. Patel Grandmother -
Vamika Patel Child User

The benefits as promised to deliver was Extramark’s learn- practice- test service as well as
Alex (personalized learning app) would help this lead as being a single parent the child
doesn’t get maximum attention so subscribing to Extramarks Education would be helpful to
develop a holistic experience and smooth learning.

- Making a purchase

Ques. Why have you called me? What is the purpose?
Ans. Ma’am I’m from Extramarks Education and we have launched a school@home
campaign for all the children where we are guiding and nurturing students through the app in
a better way and preparing them once the schools reopen.
Ques. Where did you get my number?
Ans. Ma’am I have got your number from one of your relatives who is a dear friend of mine.
Ques. I do appreciate your call but already schools are conducting online classes through
Zoom calls. We don’t need any help from any other platform.
Ans. Oh! That’s great, Ma’am. How is it going? So, let me tell you even we are providing
platform to all the school teachers who are using our content to teach their school students
through smart board medium. We are connected with 9k schools all around and collectively
based on validation from schools we bring change.
Ques. Despite all attempts the customer refuses to purchase.

Ans. Thank you ma’am for your valuable time and if you wish we would like to send a
detailed brochure of how the Extramarkss products can help your child become their best
selves.


None

 Referral approach  Introduction approach
 Product Approach  Question approach
 Praise Approach
 Stimulus Response Approach  Need Satisfaction Approach
 Mental States Selling Approach  Problem-Solving Approach
 Trust-based Sales Approach

Rational
competitor

option

learning pace

 “I am Here”

Expressive commination approach was used while presenting the product in front of customer 1.
as I was clear and firm while pitching about the product. It comes under High responsiveness and
high assertiveness.

 Develop options for mutual gain bsiased on criteria

 Indirect Denial  Coming-to-that
 Boomerang  Re-stating the Objection

Customer 7

1.1. Lead generation source: Referrals- Friend
A. Lead Name: Yachna Patel

Class of the student: KG-II
Board: ICSE
C. Influencers:
Mr.Patel Father Decider
Mrs. Pushpa Patel Mother Influencer
Miss. Yachna Patel Child User

Extramarks Education offers rich, interactive a visual learning experience that will help the
kid engage in different activities. This was a major issue raised during the conversation which
was resolved thereafter. Artificial Intelligence and adaptive learning is an advanced level
feature supported by Extramarks to keep the kids of lower age stay engaged in solving
problems using visual learning approach. Another issue raised was the kid seemed to be least
interested in studies which could be possibly addressed by Extramarks’s attractive modules
that makes learning a whole new experience.

to its customer.
- Making a purchase

Ques. My child shows no interest in reading and following courses offered, so how can it be
possible that if I subscribe to Extramarks it would be a fruitful experience?
Ans. Extramarks follows a very innovative method to capture attention of kids in such tender
age as they get attracted to several animation modules, the company follows modules
covering engaging videos and several interactive content.


None

 Praise Approach

Rational
competitor

option

learning pace

 “I am Here”

Analytical communication style was followed throughout the conversation for explaining them
about the product and make them understand the features it delivers to its subscribers. Major
focus was on successful completion of the task as my interest was majorly focused on achieving
the objectives by being task-oriented and as both of them were new to Extramarks’s I did explain
them about the product in brief. I believed in keeping the conversation slow-paced for the reasons
mentioned above. Overall the communication approach undertaken was low assertiveness and
low responsiveness


 Indirect Denial  Coming-to-that

Customer 8

1.1. Lead generation source: Referrals- friends
A. Lead Name: Parankusam Ashwini

Father’s Job Title: HR Recruiter
Mother’s occupation: N/A
Board: ICSE
C. Influencers:
Parankusam Anuj Father Decider
Mrs. Parankusam Grandmother -
Parankusam Ashwini Child User

The benefits as promised to deliver was Extramarks’s learn- practice- test service as well as
Alex (personalized learning app) would help this lead as being a single parent the child
doesn’t get maximum attention so subscribing to Extramarks Education would be helpful to
develop a holistic experience and smooth learning.

to its customer.
- Making a purchase

Ques. Despite all attempts the customer refuses to purchase.

Ans. Thank you ma’am for your valuable time and if you wish we would like to send a
detailed brochure of how the Extramarkss products can help your child become their best
selves.


None

 Referral approach  Introduction approach
 Praise Approach
 Stimulus Response Approach  Need Satisfaction Approach
 Mental States Selling Approach  Problem-Solving Approach

Rational
competitor

option

learning pace

 “I am Here”

Expressive commination approach was used while presenting the product in front of customer 1.
as I was clear and firm while pitching about the product. It comes under High responsiveness and
high assertiveness.


 Indirect Denial  Coming-to-that

Customer 9

A. Lead Name: Thoihen Yumnam

Father’s Job Title: Employee at Air Force
Mother’s occupation: Business
Mother’s Job Title: Owner
Board: CBSE
C. Influencers:
Mr. Yumnam Father Influencer
Mrs. Usha Kiran Mother Decider
Thoihen Yumnam Child User

The major problem which was raised in the conversation was the child faced difficulties in
attending online classes on a regular basis and she faces difficulty in writing answers within
given timeframe to which I explained her that Extramarks believes in creating a fun-learn
atmosphere for a kid where they don’t feel any pressure while attending classes and doing
assignments. Firstly, Extramarks prioritize in building a strong foundation by conducting
regular practice test where the questions follow MCQ pattern so the child do not have to
worry about the writing but focus on learning.

to its customer.
- Making a purchase
Ques. I do appreciate your call but already schools are conducting live sessions by connecting
to our children through Zoom calls.
Ans. Oh! That’s great, Di. How is it going? So, let me tell you even Extramarks is providing
through smart board medium. It is connected with schools since 10 years and in 9k schools all
around and collectively based on validation from schools Extramarks brings the changes.
Extramarks has also launched an initiative by the name of school@home, where it helps
many schools to conduct their classes through live sessions and take weekly tests. So they are
using this application to do all of this.
Ques. My daughter is just in second standard, do she need learning app in lower classes and
how is it going to be helpful for her?
Ans. Usually it is very difficult for kids to sit and read through books for a longer period of
time. And so, Extramarkss provide education through animation for kids like yours who are
definitely going to love learning through such app.
Ques. My daughter is from CBSE board. So does the app provide lessons according to the
board?
Ans. Extramarkss include all the subjects following the board whether it is CBSE or ICSE
and thus for CBSE second standard students they include subjects like Computer-Science,
English, Mathematics and even Hindi also.
Ques. My daughter doesn’t like to study irrespective on an offline mode or online medium.
How can Extramarks add benefit to this issue?
Ans. It can be because of online classes which at times become hectic for a kid of her age to
listen attentively. A child should be curious and should be taught to ask more and more
questions. Curiosity should be built and they should be encouraged to try many different
things, different subjects to ensure holistic development. Hence, Extramarks can provide her
all this facility in a fun way of learning experience.


None

 Customer benefit approach  Introduction approach
 Referral approach  Question approach
 Product Approach  Praise Approach

Rational
competitor

option

learning pace

 “I am Here”

 Separate the People from the Problem


 Forestalling
 Direct Denial  Questioning or Assessing
 Indirect Denial  Feel-Felt-Found
 Boomerang  Coming-to-that
 Compensation  Re-stating the Objection
 External Reinforcement  Superior Feature
 Base Shifting Method

 Direct Closure
 Limited Choice Closure
 Summary Closure
 Balance Sheet Closure
 Success Story Closure
 Standing-Room-Only Closure
 Demonstration Closure
 Assumptive Closure
 Feel or Emotional Closure
 Minor-point Closure
 Special Concession Closure
 Need-benefit Closure
 Ownership Closure
 Puppy Dog Closure
Customer 10

A. Lead Name: Pakhi Ghosh
B. Father’s occupation: N/A

Father’s Job Title: N/A
Board: CBSE
C. Influencers:
Child
Mr.Sachin Ghosh Father Influencer
Mrs.Namrata Sikdar Ghosh Mother Decider
Pakhi Ghosh Child User

Initially, the parent shared about the interest of her kid in art and drawing and for that she did
make her join certain online drawing classes to which I responded that Extramarks not only is
a learning platform for course curriculum but it also nurtures hidden talent of students such as
if she enrolls to Extramarks she can learn drawing through interactive animation techniques
rather than primitive monotonous approach. Apart from this she raised another issue that due
to this online mode the daily routine gets disturbed to which I responded that Extramarks
does allow you to choose timeframe of her classes and as there are option for recorded
sessions it becomes very convenient to recollect the lesson plan if necessary.

to its customer.
- Making a purchase
Ques. Won’t Extramarks be an extra burden for her?

Ans. Me- I would then definitely suggest you to download Extramarkss because it is not only
a platform to learn about studies but also there are options where your daughter can learn art
and craft, different animated moral stories as well as there are a lot of chapters on General
Knowledge of World which he can explore during his free time.
Ques. Does the app help in solving the assignments from the text books?
Me- Yes, it provides answers of the Text book questions, along with that, it also includes
previous year question papers which your daughter can prefer to better learning.
Ques. What is the ultimate need of this?

Ans. It is very important to create a timetable for the students so that they don’t lose touch
with the routine once the schools restart.
It is also very important that the students are tested on a regular basis so that whatever they
learn is reinforced through testing and they don’t face issues when all tests are given urgently
as soon as school reopens.


None

 Praise Approach

Rational
competitor

option

learning pace

 Feature-Advantage-Benefit (FAB)  “I am Here”




Customer 11

1.1. Lead generation source: Personal Observation
A. Lead Name: Rayan Prince

Father’s Job Title: - Owner
Board: CBSE
C. Influencers:
Mr. Prince Father Influencer
Mrs. Liza Prince Mother Decider
Rayan Prince Child User

Extramarkss helps in connecting every stakeholder who can be involved in a child’s leaning
experience by bringing them in one common platform which cleared the doubts of the family
as they felt that all these new technology application and online courses does not match up to
the curriculum of the child. Along with this Extramarkss would also help the student in
developing their basics on every subjects as it would lay a strong foundation for their future.
Extramarks also helped in resolving one issue that was related to the payment options which
was addressed by explaining the payment procedure which they can avail online monthly
subscription as well as yearly pattern.

Extramarks education as well as make them aware of various features that Extramarks
- Making a purchase
pressure. Extramarks promises to deliver best possible result through expert guidance of
world class mentors.
Ques. How is it beneficial for my son?

Ans. Because ma’am, Extramarks’s has taken initiative to provide excellent course to learners
in order to learn, practice and excel in their studies. Through the ‘Learn-Practice-Test’ feature
your son will be able to follow his past mistakes and it would be very helpful to overall
improve his interest in this subject.



None

 Praise Approach

Rational
competitor

option

learning pace

 “I am Here”



 Forestalling
 Boomerang  Coming-to-that

Customer 12

A. Lead Name: Eva Prince

Class of the student: 1st Grade
Board: CBSE
C. Influencers:
Mr. Prince Father Influencer
Mrs. Liza Prince Mother Decider
Eva Prince Child User

The major problem which was raised in the conversation was the child faced difficulties in
attending online classes on a regular basis and she faces difficulty in using the technology to
which I explained her that Extramarks believes in creating a fun-learn atmosphere for a kid
where they don’t feel any pressure while attending classes and doing assignments as
everything will be guided step by step.

- Making a purchase

Ques. I do appreciate your call but already schools are conducting live sessions by connecting
to our children through Zoom calls.
Ans. Oh! That’s great, Di. How is it going? So, let me tell you even Extramarks is providing
through smart board medium. It is connected with schools since 10 years and in 9k schools all
around and collectively based on validation from schools Extramarks brings the changes.
Extramarks has also launched an initiative by the name of school@home, where it helps
many schools to conduct their classes through live sessions and take weekly tests. So they are
using this application to do all of this.
Ques. My daughter is just in first standard, do she need learning app in lower classes and how
is it going to be helpful for her?
Ques. My daughter is from CBSE board. So does the app provide lessons according to the
board?
Ques. My daughter doesn’t know how to use technology.

Ans. Extramarks makes sure that every child is guided and nurtured throughout the education
process. And if any difficulty is faced Extramarks is with you 24*7. Hence, Extramarks can
provide her all this facility in a fun way of learning experience.


None

 Praise Approach

Rational
competitor

option

learning pace

 “I am Here”



 Forestalling


Customer 13

A. Lead Name: Aashiya Sera Joseph
B. Father’s occupation: - N/A

Father’s Job Title: - N/A
Board: CBSE
C. Influencers:
Child
Mr. Joseph Father Decider
Mrs. Manokamana Shaiju Mother Influencer
Aashiya Sera Joseph Child User

Initially, the parent shared about the interest of her kid in art and drawing to which I
responded that Extramarks not only is a learning platform for course curriculum but it also
nurtures hidden talent of students such as if she enrolls to Extramarks she can learn drawing
through interactive animation techniques rather than primitive monotonous approach. Apart
from this she raised another issue that due to this pandemic situation there is no online classes
going on to which I responded that Extramarks does allow you to choose timeframe of her
classes and as there are option for recorded sessions it becomes very convenient to recollect
the lesson plan if necessary.

to its customer.
- Making a purchase
Ques. How will Extramarkss benefit her?

Ans. Extramarkss is not only a platform to learn about studies but also there are options
where your daughter can learn art and craft, different animated moral stories as well as there
are a lot of chapters on General Knowledge of World which he can explore during his free
time.
Ans. Yes, it provides answers of the Text book questions, along with that, it also includes
Ques. What is the ultimate need of this?

Ans. It is very important to create a timetable for the students so that they don’t lose touch
with the routine once the schools restart.
It is also very important that the students are tested on a regular basis so that whatever they
learn is reinforced through testing and they don’t face issues when all tests are given urgently
as soon as school reopens.


None

 Praise Approach

Rational
competitor

option

learning pace

 “I am Here”




 Direct Closure
 Summary Closure
 Need-benefit Closure
Customer 14

A. Lead Name: Subhashree Swain

Father’s Job Title: LIC Officer
Board: CBSE
C. Influencers:
Mr.Swain Father Decider
Mrs.Swain Mother Influencer
Mr.Swain Brother Influencer
Subhashree Swain Child Initiator & User

The major problem as analysed during the conversation was that the lead needed personal
guidance for studies. Tuition classes was suspended due to this lockdown, so fill this gap
Extramarkss Education would deliver her the best possible outcome at the moment.
Extramarks’s regular online classes that are linked with the child’s course curriculum would
help her to keep up the pace of her studies. There was another big requirement of the client,
as her daughter would appear for boards next year they needed practice papers that she can
solve whenever possible. To this issue we did pitch her by accordingly as Extramarks
conducts practice test after completion of every topic as well as it would help the parents to
figure out the constant growth of her kid.

- Making a purchase
Ques. I haven’t seen any ads of this company, it is reliable?
Ans. Extramarkss focus more on the child’s education than promotional campaign. You can
search online and read about its reviews and see some ads as well, you will get plenty.
Ques. Can Extramarkss solve all my doubts?

Ans. Well, Alex the studybot is available 24*7 for your queries related to you studies. You
also have an option to click the photo of the question and upload it. In case Alex couldn’t
answer your question, you will be assigned to a teacher at your convenient time to solve the
doubt.
Ques. What is the guarantee that I will be scoring good after I enroll myself?
Ans. We have highly qualified teachers with 7-10 years of experience in the education
industry. Apart from that we have PPT, videos, virtual labs, quiz and test that will prepare
you for the future.
Ques. The price of the subscription is bit high, I feel.

Ans. Subhashree, before this pandemic you were enrolled to different tuition which were
costing you almost 3-4 thousand. In comparison to that, the subscription fee is less and you
also will be getting different benefits as well.


None

 Praise Approach

Rational
-Quality -Extramarks never -Personalized learning -Alex (AI based

compromises with the feature along with regular studybot)
service that it provided practice tests makes the
to its subscribers. child prepare for every
Artificial Intelligence difficult challenges ahead
assistance through a
studybot Alex makes
everything look so
convenient
-Cost -As compared to its - The subscriber can avail - Website

competitors subscriptions on a monthly
Extramarks’s delivers it as well as yearly basis that
service at lowest cost would not be a burden to
on the market which is the family on paying the
advantage to the buyer charges
-Convenience - During this pandemic -We offer regular live - school@home

it gets much easier to session with personal campaign
get a distanced learning guidance required at every
option interval

 Comparisons and Analogies  Dramatic

healthy relation with the customer and as the product was not known to the customer I followed a
slow-paced method to make them understand about the services being offered in brief. Overall
the communication approach undertaken was high responsiveness followed by low assertiveness.



 Forestalling
 External Reinforcement  Superior Feature

 Direct Closure  Feel or Emotional Closure
 Limited Choice Closure  Minor-point Closure
 Summary Closure  Special Concession Closure
 Balance Sheet Closure  Need-benefit Closure
 Success Story Closure  Ownership Closure
 Standing-Room-Only Closure  Puppy Dog Closure
 Demonstration Closure  Pretend to Leave Closure
Customer 15

A. Lead Name: Arya Kar

Father’s Job Title: Professor
Board: CBSE
C. Influencers:
Mr. Kar Father Influencer
Mrs. Kar Mother Decider
Arya Kar Child Initiator & User

Extramarks’s conducts regular practice test which was a major solution being delivered to the
concerns raised on behalf of the lead. This feature will help the child to stay connected to the
syllabus and help the individual at every step by personal guidance by the mentors being
provided by Extramarks’s. It will also help to prepare the child for JEE Mains after
completion of schooling and an added benefit would be coding classes that Extramarkss
offers, as the lead seem interested in coding and programming.

to its customer.
- Making a purchase

Ques. As I am in class 12, I need to access my standard on a regular basis, do Extramarkss
have weekly or monthly test series?
Ans. In IIT/NEET series, Extramarkss have NLWTS (National Level Weekly Test Series),
where you can get your predicted rank and percentile, previous question papers, mock papers
which is a 3 hrs. test and after that you can have the analysis as subject wise, question wise
and time wise.
Ques. What if I miss the live class session?

Ans. The live sessions are recorded for the student’s convenience; you can always refer to
them later. If you have any doubt you can also request a session with the teacher as well.
Ques. What are the benefits of IIT/NEET series?

Ans. You will have 36 hour of lives classes, unlimited doubt clearing sessions, downloadable
notes, you can set you own paper for the test where you have option to increase the standard
of the questions. You will also have the report and analysis of the test which will give you a
fair idea where your strengths ad weakness lies.
Ques. Will be getting any counselling session for college interview?

Ans. As of now, we don’t provide such session but im sure we can arrange some on request.
We take student’s request very seriously.


Akash Online Classes

 Product Approach  Question approach
 Praise Approach

Rational
-Cost -Having the lowest cost - Extramarks’s delivers its - Website

on the market is service at the lowest price
advantage to the buyer possible with best quality
in this situation of crisis education as the
subscription costs are very
reasonable

it gets much easier to session supported by the campaign
get a distanced learning best mentor all across the
option with regular country
practice tests

every subscriber with a based on the student’s studybot)
smooth learning learning pace and captures
experience regular growth

 “I am Here”

communication approach undertaken was high responsiveness followed by low assertiveness.


 Indirect Denial  Coming-to-that

 Balance Sheet Closure  Special Concession Closure
Customer 16

A. Lead Name: Shweta

Father’s Job Title: Doctor
Board: CBSE
C. Influencers:
Mr. Sahu Father Decider
Mrs. Sahu Mother Influencer
Shweta Child Initiator & User

The major concern being addressed was a constant gap being developed in studies of the lead
due to the lockdown scenario. To which Extramarks does address such critical issue by
giving regular personalised guidance that helps the child to be in a constant leaning
environment through animation modules that makes leaning a very fun experience. Along
with that Extramarks helps in developing overall growth of the kid through, “Learn-Practice-
Test”.

- Making a purchase

Ques. My daughter is in 8th class, does she need this?
Ans. this lockdown has slowed down the pace and interest in studies of the students, to keep a
steady balance, you shouldn’t be taking any chances with her education.
Ques. Does this app provides answers of the textbook questions?
Ans. Yes, it provides answers of all the NCERT questions, along with that, it also has virtual
lab, previous year question papers, and HOTS which is analytical based questions.
Ques. Will I be able to track her progress?

Ans. Yes, we provide overall analysis through a chart which shows the scoring based on
question wise, time wise, subject wise. We also conduct periodic tests (subjective) which is
unit test pattern and conducted by parents or elders
Ques. What about the science practical? how can she learn experiments in online mode?
Ans. Extramarkss have virtual lab with augmented reality which means it will be a computer
based activity where students interact with an experimental apparatus.


None

 Praise Approach
 Stimulus Response Approach  Trust-based Sales Approach

Rational
competitor

option

learning pace

 “I am Here”

Expressive communication style was followed throughout the conversation to pitch about the
healthy relation with the customer as the family did have a knowledge about Extramarks’s
through its advertisements so fast-paced method was followed to make them understand about the
basic essential feature of Extramarks Education. Overall the communication approach undertaken
was high responsiveness followed by high assertiveness.



 Success Story Closure  Need-benefit Closure
Customer 17

1.1. Lead generation source: Referrals- Relative
A. Lead Name: Rohit Das

Father’s Job Title: Bank employee
Board: CBSE
C. Influencers:
Mr. Praful Das Father Decider
Mrs. Das Mother Influencer
Rohit Das Child Initiater & User

Extramarks’s student-centric learning experience will be solving the issues raised by the lead
as their major concern was constant practice test and doubt solving sessions. As the user was
interested in pursuing science for his higher education, I did pitch Extramarks as a solution to
their every issue because Extramarkss provide JEE Mains preparation classes for aspirants
who have dreams to fulfil and make their family proud. Apart from this the lockdown has
restricted every person to stay in their home so Extramarks provides classes with mentor
form all across the country who have expertise in their specific field. On a overall basis
Extramarks was a solution to every problem they raised.

- Making a purchase
Ques. How Extramarks’s will benefit me?
Ans. Extramarks’s focus on effective learning, and better understanding. It has rich media and
interactive animation. It also provides live classes where you get your doubts cleared then and
there. Moreover, the app teaches the easiest way to solve a problem which is approved by
ICSE and CBSE.
Ques. Will I be able to request a doubt clearing session?

Ans. If your doubts are not cleared by Alex, then you can request a session.
Ques. Explain me the test pattern of the Extramarks’s

Ans. Extramarks’s have different types of test which are
 MCQ in which there are 3 levels, to cross each level you have to score 60%,
 uniform SA which is a 3 hours’ test,
 adaptive test which determine the level of the question on the answer of the previous
questions.
 You also have an option to set your own papers.
Ques. What is the duration of the class?
Ans. The duration of the class is 1hr 30mins which would help the child focus on every single
aspect of the course and improve in it.


None

 Praise Approach

Rational
competitor

option

learning pace

 “I am Here”




 Direct Closure  Feel or Emotional Closure
 Limited Choice Closure  Minor-point Closure
 Summary Closure  Special Concession Closure
 Balance Sheet Closure  Need-benefit Closure
 Success Story Closure  Ownership Closure
 Standing-Room-Only Closure  Puppy Dog Closure
 Demonstration Closure  Pretend to Leave Closure

Customer 18

1.1. Lead generation source: Referrals- Relative
A. Lead Name: Areesh Tatwadarshi

Mother’s Job Title: Principal
Class of the student: 3rd Grade
Board: CBSE
C. Influencers:
Mr. Mohapatra Father Influencer
Mrs. Lopamudra Jena Mother Decider
Areesh Tatwadarshi Child User

As both the parents were engaged in work all day, not much time was given to the child as
they addressed. The lead being very young needed special guidance and constant mentorship
which could help him to excel ahead in life so Extramarkss for them was a savior between
their busy schedules. Extramarks does make studies look easy through their visual modules
that would keep the child engaged while the parents are not around. Apart from that regular
test would make the parents aware of the constant growth of the kid.

- Making a purchase
Ques. I have heard about Extramarkss earlier. But how is it better than Byju’s?
Ans. Extramarkss is way better than Byjus as Extramarkss Learning App is a platform that
provides to Learn, Practice and take Test which gives in depth understanding of every subject
and topic. There are various interesting features like progress reports to tell you everything
about your performance which can identify the gap areas.
Ques. My son is already having classes online conducted by his school so won’t Extramarks’s
be an extra burden for him?
Ans. I would then definitely suggest you to download Extramarkss because it is not only a
platform to learn about studies but also there are options where your son can learn art and
craft, different animated moral stories as well as there are a lot of chapters on General
Knowledge of World which he can explore during his free time.
Ques. How will my son clear his doubts through such Learning apps?
Ans. Extramarkss provide unlimited doubt solving sessions and mentor support through
physical teachers as well as through AI. So your ward can clear his doubts at any time of the
day.


None

 Product Approach  Question approach
 Praise Approach

Rational
competitor

option

learning pace

 Feature-Advantage-Benefit (FAB)  “I am Here”
 Article Features and Premiums

Driver communication style was followed throughout the conversation to pitch about the product
and make them understand the features it delivers. Major focus was on successful completion of
the task as my interest was majorly focused on achieving the objectives and as both of them had
heard about Extramarks’s earlier it did not take much time to explain them about the features that
Extramarks’s delivers to its subscribers. I believed in keeping the conversation fast-paced for the
above reasons mentioned above. Overall the communication approach undertaken was high
assertiveness and low responsiveness.


 Forestalling  Questioning or Assessing

Customer 19

A. Lead Name: Mugdha Swain

Father’s Job Title: Employee (Odisha Beverage PVT.LTD)
Board: CBSE
C. Influencers:
Child
Mr.Manas Ranjan Swain Father Influencer
Mrs.Gargee Pradhan Mother Decider
Mugdha Swain Child User

Extramarks’s adaptive learning is considered an advanced level feature that enables the
learning process more interactive and enjoyable for children. As this family were not
knowing about how Extramarks Education helps kids to excel in every single aspect I did
explain them about our artificial intelligence studybot Alex which will help the lead by
guiding whenever needed as well as the learning through various interactive modules would
enable the kid to understand the basic concepts in a better way.

- Making a purchase
Ques. My daughter is from CBSE board. So does the app provides lesson according to the
board?
Ans. Yes, it provides answers of the Text book questions, along with that, it also include


None

 Praise Approach
 Mental States Selling Approach  Need Satisfaction Approach

Rational
competitor

option

learning pace

 Feature-Advantage-Benefit (FAB)  “I am Here”

Analytical communication style was followed throughout the conversation to pitch about the
product and make them understand the features it delivers. Major focus was on successful
completion of the task as my interest was majorly focused on achieving the objectives by being
task-oriented and as both of them were new to Extramarks’s I did explain them about the product
in brief. I believed in keeping the conversation slow-paced for the reasons mentioned above.
Overall the communication approach undertaken was low assertiveness and low responsiveness.


 Direct Denial  Feel-Felt-Found

Customer 20

A. Lead Name: Sanvi Sreya

Board: CBSE
C. Influencers:
Child
Mr. Rakesh Devaish Jena Father Decider
Mrs.Smurti Geetika Jena Mother Influencer
Sanvi Sreya Child User

Initially the family did not respond positively when I introduced Extramarks’s to them but as
I continued to explain them about the product they seemed to be interested. They had a query
regarding how much beneficial will the product be to their kid to which I described them
about the rich, interactive and visual learning session that will engage their kid to gain
knowledge and keep them busy. Other than that Extramarks’s activity series including the
regular practice test will help them to understand the growth rate of their kid and on an
overall basis will develop a strong base for further studies.

- Making a purchase
Ques. My daughter is too small to be given a phone for her studies and whenever given she
keeps on watching rhymes on Youtube
Ans. Then Extramarkss is going to be a great benefit for you. It has gamified approach which
will be a great benefit for your daughter. It also includes a lot of rhyme and puzzle to make
the learning more interactive. They have the option of drag and drop, memory match, true and
false, bubbles, and also the app includes art and craft option. So I think the app is made
specially for her.
Ques. Then my daughter is definitely not going to look at her textbooks.

Ans. Extramarkss has totally designed its page basing on the board and the standard of the
student to which they belong. So it also provides a platform to Learn, Practice and take Test
which gives in depth understanding of every subject and topic. There are features like
progress report to tell you everything about your performance which can identify the gap
areas.
Ques. Is the app free or we have to subscribe?

Ans. You have to download the app and then you have to subscribe it to get all the features of
the app. The best thing about the app is it is not too costly. You have to pay only 2340 for
monthly package, 6240 for quarterly package and only 17520 as Yearly package for second
standard student.


None

 Praise Approach

Rational
competitor

option

learning pace

 “I am Here”

low responsiveness



Customer 21

A. Lead Name: Rajendra Behera

Board: Odisha state board(BSE)
C. Influencers:
Mr.Rabindra Behera Father Decider
Mrs.Laxmi Behera Mother Influencer
Mr.Rajendra Behera Child User

Extramarks’s believes in following a student-centric learning experience by delivering every
child the best possible outcome. The major problem which was faced by the family was that
the child has no interest in studying and always performed low in his classes for which
Extramarks’s believes to deliver all day guidance and constant mentorship whenever needed.
Apart from that Extramarks did also resolve their issue which they faced was regarding
constant poor performance as Extramarks conducts practice test after completion of every
course for which the parents can monitor their kid’s progress report and the student can work
hard accordingly.

- Making a purchase
pressure.
Ques. How is it beneficial for my son?

Ans. Because sir, Extra marks has taken initiative to provide excellent course to learners in
order to learn, practice and excel in their studies. Extramarkss adopts Learn-Practice-Test
method to increase the efficiency of the students. Once your son will follow this method, he
will

Ans. Yes sir, Extramarks’s provides mentor for looking the performance of each students.
Being an online method, it does not lag in providing a mentor to the child. Each student has
the facility of inviting mentors over with whom they can consult and discuss any topic or
subject they might find tough to tackle.


None

 Praise Approach

Rational
competitor
option

learning pace

 Feature-Advantage-Benefit (FAB)  Praise
 Comparisons and Analogies  Article Features and Premiums
 “I am Here”

low responsiveness



Customer 22

A. Lead Name: Ipshita Panda

Father’s Job Title: Program coordinator
Mother’s occupation: Home maker
Board: Odisha state board (BSE)
C. Influencers:
Naresh Chandra Panda Father Decider
Nita Panda Mother Influencer
Ipshita Panda Child User

Initially the family did not show up interest but when I got to know she scored low marks in
few of her subjects even after attending tuitions I immediately resolved their doubts by stating
the ‘Learn-Practice-Test’ feature that Extramarks’s provides which will enable the child to be
in constant touch with every subject she starts reading. Alongside Extramarks’s will provide
her with constant mentorship at every level and all these feature will help her to build up the
foundation of every subject.

to its customer.
- Making a purchase
Ans. Sir, I’m from Extramarks Education and we have launched a school@home campaign
for all the children where we are guiding and nurturing students through the app in a better
way and preparing them once the schools reopen.

Ques. Why should I take your product rather than Byju?

Ans. We never make any kind bad remarks about our competitor. let me tell you what is the
best thing that we will provide you. We are constantly looking in to student’s academy and
guide them in the best possible way, update their performance on the app. So Parents can
review the performance and compare the improvement.
Ques. How will my daughter clear her doubts?

Ans. She can clear her doubts many times through their online mentors who is always
available to clear academic doubts of all students.


None

 Praise Approach

Rational
competitor
-Convenience - During this pandemic - We offer Doubt clearing - Mentor for

it gets much easier to session each student
option

learning pace

 “I am Here”

low responsiveness


 External Reinforcement  Base Shifting Method

 Direct Closure
 Summary Closure
 Need-benefit Closure
Customer 23

A. Lead Name: Sidhanta Dash

Father’s Job Title: Clerk
Board: CBSE
C. Influencers:
Mr.Bishnu Dash Father Decider
Mrs.Sabitri Dash Mother Influencer
Mr.Sidhanta Dash Child User

Extramarkss helps in connecting every stakeholder who can be involved in a child’s leaning
experience by bringing them in one common platform which cleared the doubts of the family
as they felt that all these new technology application and online courses does not match up to
the curriculum of the child. Along with this Extramarkss would also help the student in
developing their basics on every subjects as it would lay a strong foundation for their future.
Extramarks also helped in resolving one issue that was related to the payment options which
was addressed by explaining the payment procedure which they can avail online monthly
subscription as well as yearly pattern.

- Making a purchase
Ques. What approaches Extramarkss take to increase the efficiency of the student?
Ans. Extramarkss strictly follows a rigid process, which is the 360-degree approach.
Researchers and academician have found this procedure to be a very effective one and so it
has been formally introduced in the e-learning platform. The three major steps of this
procedure is learn, practice and then test. Any learner who follows these three simple steps
ought to achieve and excel.
Ques. What if I miss the class session? Does it provide any extra class?
Ans. We recorded class of every session and you can access the recording through
Extramarkss APP, if in case you miss the class, then you can go through the recorded session
and study. If any doubt has come you can ask to your mentor.
Ques. Will I be able to access or monitor my son’s performance in the Extramarks

application?
Ans. With the feature of online test available through Extramarkss, a student knows about its
drawbacks and advantages. Parents also can see the progress report of the students.


None

 Praise Approach

Rational
competitor
option

learning pace

 Examples and Anecdotes  Dramatic
 “I am Here”

Expressive communication style was followed throughout the conversation for explaining them
about the product and make them understand the features it delivers to its subscribers.
as I was clear and firm while pitching about the product. I believed in keeping the conversation
fast-paced and every problem was addressed to the point keeping it precise. Overall the
communication approach undertaken was high assertiveness and high responsiveness



Customer 24

A. Lead Name: Debabrata Dash

Father’s Job Title: Police Officer
Board: CBSE
C. Influencers:
Mr.Jitendra Dash Father Decider
Mrs.Sabitri Dash Mother Influencer
Debabrata Dash Child User

Extramarks’s takes care of every need of its users for which they have come up with an AI-
based learning assistant that will help the user at every possible levels which was beneficial
for the child as he was weak in certain segment of his studies. The student will be able to
take regular practical test which would be helpful for his boards examination as well as he
will be guided by mentors at every possible level. Extramarks’s did resolve every doubt that
was questioned by the family. Keeping all these feature aside Extramarks’s did help the
students in preparing for their competitive examination that also somewhere clicked the
family as the child wanted to pursue engineering in future.

- Making a purchase
Ques. He needs to attend online class of his school. How can he manage the time for
Extramarkss?
Ans. Extramarkss resolves this issue by introducing the ‘scheduler’ that does not let any study
related topic skip by and keeps the student updated about the same.
Ques. Does Extramarkss provide simpler technique to explain concepts?

Ans. Extramarkss makes learning visual. They create learning modules, which, first of all, are
engaging, and second, are effective simplified animated representations of text book
concepts. These are more memory friendly – thus enabling retention for a life-long romance
with learning.
Ques. Do you have any discount features because your price is too high?
Ans. If you bought the same product before pandemic it was high, comparing to today’s
price. Extramarkss also provides you the discount feature, if you buy the subscription for one
year the monthly price reduces.


None

 Praise Approach

Rational
competitor
-Convenience - During this pandemic - We offer doubt clearing - Mentor for

it gets much easier to session each student
option

learning pace


low responsiveness



CONCLUSION
In this course, we have explored the meaning of the terms personal selling and selling process in
real life situation. We have been introduced to a few theoretical concepts and ideas, which have
been illustrated using examples and visual representation.
We have done a project on personal selling in which we have generated 24 leads from different
places across Indian. The first task was to learn about the entire product portfolio of Extramarks.
We gathered the information from the materials which were provided and also from their official
website. Further, we implemented the concepts of personal selling in real life situations. And
experienced the personal selling challenges faced by salespersons. And at last we have analyzed 1
qualified prospect lead, 11 warm leads and 12 cold leads as per our understanding.

Project - Personal Selling Lead (1-24)

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Guided by: Submitted by:

To gain an understanding of Personal Selling in practical situation We were given an explanation

The objective of this report is to understand and be able to do the following:

11th to  School@home A child should be able to handle the

Question based on ADAPT

Probing Questions (Ex:

Probing Questions (Ex:

Open ended Probing Questions (how

Probing Questions (How

Salesperson Negotiation Style

 Social-emotional Learning: Extramarks adapts the process of SEL where a learner is

Extramarkss is an BYJU’S is an Ed-Tech Vedantu delivers Toppr’s major

Location (HQ) Noida Bengaluru Bengaluru Mumbai

K-12 Higher Education

Revenue $45 Million $372.2 Million $7.5 Million $13.2 Million

 Web App  Web App  Web App  Web App

Types of sales roles possible in Extramarks

1.3.Extramarks general buyer in terms of

1.3.1. Consumer Buying Process

1. Identify the Problem

1.3.2. Group Buying Behaviour

B. Father’s occupation: Service

1.2.2. Identifying customer value proposition

1.2.3. Call objective

Ques. How is it beneficial for my daughter?

Ques. Does Extramarks’s provides special attention to everyone?

1.2.5. Recognizing key buying members and their roles

1.2.6. Comparison with current product being used, if any

1.3. Pre-approach used

Buying Specific Benefits Information to support Support tools

-Convenience - During this pandemic - We offer regular live - school@home

-Quality -We offer premium -gives an experience of -Alex (AI based

2.3. Sales techniques used during the calls

2.4. Which communication approaches did you apply while presenting?

2.5. Negotiation principles used

2.6. Objection handling techniques applied

2.7. Which closure techniques were applied

1. Understanding Customer Value

B. Father’s occupation: Service

1.2.2. Identifying customer value proposition

1.2.3. Call objective

Ques. What if there is any doubt in subjects like mathematics?

1.2.5. Recognizing key buying members and their roles

1.2.6. Comparison with current product being used, if any

1.3. Pre-approach used

Buying Specific Benefits Information to support Support tools

-Convenience - During this pandemic - We offer regular live - school@home

-Quality -We offer premium -gives an experience of -Alex (AI based

2.3. Sales techniques used during the calls

2.4. Which communication approaches did you apply while presenting?

2.5. Negotiation principles used

2.6. Objection handling techniques applied

2.7. Which closure techniques were applied

1. Understanding Customer Value

B. Father’s occupation: Business

1.2.2. Identifying customer value proposition

1.2.3. Call objective

Ques. Does Extramarks’s provides special attention to everyone?

1.2.5. Recognizing key buying members and their roles

1.2.6. Comparison with current product being used, if any

1.3. Pre-approach used

Buying Specific Benefits Information to support Support tools