BM-11: SALES MANAGEMENT

AND COMMUNIC ATION IN

TEXTILE INDUSTRIES

Mahreen Mamoon
Assistant Professor
BRAC Business School
BRAC University
Mahreen.m@bracu.ac.bd
 • Introduction to Sales Management and
Communication in Textile Industries

CONTENTS • Ethos, Pathos and Logos

COVERED • Persuasive Techniques in Communication

• Effective Salesforce
• Sales Techniques and Methods
 I NT RODUCT ION TO SAL E S MANAG E ME NT AND
COMMUNI C ATI ON I N T E XT I LE I NDUST R I ES

• Textile and apparel industries deal with many variables such as seasonal demand, multi channel demand, and
drastic changes in fashion, styles, and colors.
• Apart from this the economic complexities also influence the buying power of the consumers ultimately
affecting the apparel industries and their profit margins.
• So, good statistical tools are needed to review the past performance of the industry, and forecast for the
future possibilities.
• This helps the apparel industry to perform sales, operational, financial, and supply chain analytics, making it
easy to identify to identify potential dilemma spots, foresee approaching trends, and improve results.
• Textile–apparel companies have to deal with a very competitive environment and have to manage
consumers which become more demanding
 Dynamic young people as well as blue-chip companies are suddenly taking pride in
calling themselves shopkeepers

In retail management, it is extremely important to keep a track of consumer demands,

desires & all the factors that influence their buying behavior. Success in retailing comes
from how the value chain is linked to each retail function aiming at the watchword while
attempting to orchestrate the value driving forces to accomplish success in retailing.

HIGHLIGHTS
The sale of textile goods or merchandise usually for personal or household usage either
from a fixed location or from associating subordinated services is known as textile
retailing.

Textile whole sale and retail are terms closely associated with the commercial aspect of
textile industry. The practice of selling of textile goods or merchandise to retailers,
commercial, institutional, or other professional business users or to other textile
wholesalers is known as textile wholesaling. Wholesaler often physically assemble, sort
and grade products in huge quantities, then break the bulk and repack and redistribute
them in smaller quantities.
 ETHOS,
PATHOS AND
LOGOS
 ETHOS

APPEALS TO AN AUDIENCE INVOKE THE SUPERIOR AIM TO CONVINCE THE CELEBRITY ENDORSEMENTS, ONE OF THE KEY FACTORS
BY HIGHLIGHTING “CHARACTER” OF A AUDIENCE THAT THE TESTIMONIALS ARE GOOD THAT MAKE IT CLEAR AS
CREDIBILITY SPEAKER, PRESENTER, ADVERTISER IS RELIABLE EXAMPLE OF ETHOS TO WHY CELEBRITY
WRITER, OR BRAND AND ETHICAL ENDORSEMENTS ARE
UTILIZED IN ADVERTISING
IS THAT UTILIZING A WELL-
KNOWN CELEBRITY
ENDORSER PROVIDES
REASSURANCE FOR
CUSTOMERS IN TERMS OF
PRODUCT QUALITY
 • Pathos is also known as “the emotional
appeal.”
• aims to convince viewers by evoking an
emotional response
• the persuasive technique that appeals to an
audience through emotions
• invoke the senses, memory, nostalgia, or
PATHOS shared experience
• Pathos examples pull at the heartstrings and
make the audience feel (pity, sympathy, and
empathy)
• A quick way to appeal to a viewer’s
emotions? A cute animal. A devastated
family. A love story. Overcoming great odds.
An inspirational song and imagery. A good
zinger. {and many MANY more}
 • called “the logical appeal”
• aims to convince an audience by using logic and
reason
• logos examples in advertisement include the citation
LOGOS of statistics, facts, data, charts, and graphs
• uses reasoned discourse and logical arguments to
convey a point of view and win over the audience
• Give customers irrefutable proof that your brand or
product is the best
 POP PITCH

Find yourself with a group of 4 Brainstorm on what unique Nominate and prepare one Pitch time is ONE minute
to 5 member item you can make with an A4 team member to pitch your
size paper in 5 minutes (no unique item to sell to the rest
googling!!) of the class
 • Persuasion is the process of changing or
reinforcing attitude, beliefs, or behavior of
a person.
• “A conscious attempt by one individual or
group to change the attitudes, beliefs, or
the behavior of another individual or
PERSUASIVE group of individuals through the
TECHNIQUES IN transmission of messages.”
Bettinghaus and Cody
COMMUNIC ATION
• Designed to elicit a desired action,
usually purchasing a product
• Aim to convince potential customers to
buy the featured product
• Persuasion can be used in almost any of
marketing campaign—across television,
digital, print, audio, billboards, even PPC
1. Bandwagon advertising is a specific type of propaganda advertising technique that tries to get the target audience to jump on board, so as to not "miss out" on what
everyone else is doing. It focuses on the target audience's desire to be included.

2. Testimonial- In promotion and advertising, a testimonial or show consists of a person's written or spoken statement extolling the virtue of a product. The term
"testimonial" most commonly applies to the sales-pitches attributed to ordinary citizens, whereas the word "endorsement" usually applies to pitches by celebrities.

3. Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness among
the people. Such people advertise for a product lending their names or images to promote a product or service.

4. Transfer advertising attempts to transfer people's feelings about one topic or product to another topic or product. By using positive associations you already have in one
area, the advertiser doesn't have to start from scratch to create those same positive associations for its product.

5. Purr words or Loaded Language Uses words with positive or negative connotations to describe a product or that of the competitor—such as purr, snarl, or weasel
words • The words appeal to consumers' emotions, rather than their reason. Purr words, such as “fresh” or “juicy,” make a product seem more desirable. Glittering
generality is a propaganda technique that combines words that do not mean anything, but sound good so that it encourages the audience to buy whatever product that the
commercial is advertising. This Subway advertisement, next to a picture of a delicious-looking sandwich carries a message saying “eat fresh”.

6. Name-calling is a cognitive bias and a technique to promote propaganda. Propagandists use the name-calling technique to invoke fear in those exposed to the
propaganda, resulting in the formation of a negative opinion about a person, group, or set of beliefs or ideas.

7. Card-Stacking means stacking the cards in favor of the product; advertisers stress is positive qualities and ignore negative. It is a propaganda technique where
misleading or unproved statistics are used to convince the audience to believe a fact.

8. Plain folks is when an advertisement uses ordinary people enjoying the product to make the product seem practical and of good value. The plain folks appeal is in
contrast to the use of celebrities in advertisements. It is becoming increasingly popular as consumers gain insight into how companies use advertising.

9. Repeat- The idea behind repetition is that when the consumer goes to buy a particular product, the name of your brand is the first one that comes to mind. There are
several different types of advertising repetition. One is simply to repeat the same advertisement, such as a television commercial, over and over.

10. Security / fear appeal in marketing is simply a strategy that is intended to scare the audience by describing a threat to them and motivating them to purchase a
product or contribute to the cause. The fear appeal evokes people to feel that they are taking a risk if they don't buy what you're offering.

11. A slogan is a catchy phrase or series of words used to help consumers remember a company, brand or product. Companies create slogans to use in various marketing
efforts in hopes that the phrases will stick in people's minds
WHAT’S WHAT?!
 POP QUIZ

1. Colgate showing regular kids at the lab who are given scientific demonstration on importance of brushing teeth with Colgate. Showing this particular
Kid is __________________ strategy.

2. Bidya Singha Mim confidently walks around because she uses Lux soap. Showing her for a known brand is_______________ strategy.

3. Move ointment shows how much a mother is suffering from doing everyday chores and how much relief she can can if she uses move. This making
customers feel relieved is _______________ strategy.

4. An advertisement has been designed to feature all the good qualities of the brand and hide the bad features. This is a _______________ strategy.

5. President Donald Trump uses this strategy in many of his speech, where he says how previous or other presidnets are bad and he is better.

6. Tide detergent soap allures you by showing the shelves at the superstore if almost empty as everyone is buying tide. They are using
________________________ strategy.

7. I saw a Mattress ad on facebook where they are saying 5/7 Mattress for only 250/-. This is highlighted with colors and banners. Then when I inboxed
them, they say 250/- per cubic meter!!! the use of such catchy words on a simple object is___________________ strategy.

8. Whenever I see Omega Watch I think of James Bond.

 EFFECTIVE SALESFORCE

• Sales effectiveness describes a category of technologies and

consulting services aimed at helping companies improve their
sales results. Sales force effectiveness (SFE) is driven by the
decisions, processes, systems and programmes that sales
leaders are accountable for. By managing SFE drivers well, sales
leaders can build high-quality sales forces that better meet
customer needs and that can significantly increase company
revenue and profit (Zoltners et al., 2010)
 SALES TECHNIQUES AND METHODS

• Sales effectiveness describes a category of technologies and consulting services aimed at

helping companies improve their sales results. Sales force effectiveness (SFE) is driven by
the decisions, processes, systems and programmes that sales leaders are accountable for.
By managing SFE drivers well, sales leaders can build high-quality sales forces that better
meet customer needs and that can significantly increase company revenue and profit
(Zoltners et al., 2010)
• Sales force effectiveness (SFE) is driven by the decisions, processes, systems and program
that sales leaders are accountable for. Indicators and universal rules for sales success are
discussed, alongside examples of business application, potential strengths, limitations and
success factors.
 10 EFFECTIVE SALES TECHNIQUES

1. sell to your buyer’s situation (not their disposition)

2. disrupt your prospect’s status quo
3. introduce unconsidered needs
4. tell customer stories with contrast
5. avoid the parity trap in sales conversations
6. make your customer the hero
7. avoid the hammock during sales presentations
8. create price uncertainty during sales negotiations
9. appeal to emotions (not just data)
10. don’t challenge existing customers
 THANK YOU- LET’S EVALUATE OUR
LEARNING

• Q1- What is your professional affiliation? 2 marks

• Q2- Which portion of today’s lecture best related to your profession? 5 marks
• Q3- What challenges do you face on a regular basis in day-to-day
communication in your workplace? 4 marks
• Q4- Pick a brand from your industry and write a sales strategy for a retailer. 4
marks