SALES AND DISTRIBUTION

MANAGEMENT
Program : SDM-PGP
Instructor : Aishwarya.R
Session : 5
Date : 19-09-2023
 To summarize, customers differ on-
• Demographics(age, gender, education,
training, experience, income)

• Psychological factors(Motivation, Perception,

Attitude, Personality, Learning, Memory)
 Model of Consumer Behavior
Consumer
Psychology
Motivation
Perception
Learning
Memory

Marketing Other Stimuli

Stimuli
Buying Decision Purchase
Product Economic
Process Decision
Price Technological
Distribution Political
Communication Cultural

Consumer
Characteristics
Cultural
Social
Personal
Would you now sell the pen any
differently?
 ‘Sell me this pen’

https://www.youtube.com/watch?v=nCfntaYBeqs
https://www.youtube.com/watch?v=vbQPxhIcFaQ
 Your Learning?
Investigate before you show your capabilities
 Steps in Selling
• Finding prospects
• Writing cold emails
• Making a cold call/getting an appointment
• Giving a sales demonstration
• Drawing up a proposal
• Closing the deal
• On boarding clients after a deal
How does B2B selling differ from
B2c Selling?
Selling frameworks for B2C Selling
• Feature selling
• Benefit selling-Framing problem scenarios
• Type A benefit
• Type B benefit

• POD selling
• Gap selling
• Story telling
• B2B selling approaches
 Gap selling
• How big is the gap between current and
future state?
• Uncover that through investigation
Reference: Gap selling by Keenan
How do pitchmen do it?
Benefit selling

https://www.youtube.com/watch?v=L-WShWOWTS4
Selling frameworks for B2C Selling
• Feature selling
• Benefit selling-Framing problem scenarios
• Type A benefit
• Type B benefit

• POD selling
• Gap selling
• Story telling
• B2B selling approaches
SOCIAL SELLING AND STORYTELLING
 Introduction
• Evolution of Marketing
• Insights from CEOs on Challenger salesmen
• Learning and memory from unique sales
stories
• Human perception is selective. Further, we are
biased due to primacy effect, recency effect
and halo effect
• Inbound vs outbound
 Social Selling
• Using the brand’s social media to connect with
prospects, form a relationship/bond and
engage with potential leads
• A relationship building exercise
• Indirect selling
• Pull selling
Purchase via social media
SOCIAL MEDIA STRATEGY
Developing a social media strategy
Strategy consists of three main parts-
• Content strategy
• Target group
• Platform
 Holistic approach to developing a
social media strategy
• Social listening
• Goal setting
• Content Strategy
• Choosing the target audience
• Choosing the platform
• Execution
• Measurement
 Holistic approach to developing a
social media strategy
• Social listening
• Goal setting
• Content Strategy
• Choosing the target audience
• Choosing the platform
• Execution
• Measurement
 Content Strategy

• An ideal content is that which receives word

of mouth publicity from key influences in the
industry
• Content has to be compelling
• Content should be
– Matching with the vision and mission of the
organization
– Be unique to the organization
– Resonate with the audience interests
 70/20/10 content approach
• 70%-low risk content. It should be everyday
content for customer engagement

• 20%-medium risk content-It should be

innovative, help develop involvement and
attain scale

• 10%-High risk content-Should be used to

create expectations. Can succeed or fail.
• 70%-everyday content
• 20%-Micromax unite
anthem
• 10%-Red bull space jump
 50-50 content
• Not more than 50% of the content should be
brand related.

• The other 50% should be non-branded and

should be a mix of humour, entertainment,
monthly themes, seasonal themes, product
updates, current affairs, etc
STORY TELLING
 Story telling framework
Elements of a story
• Problem
• Character
• Context
Story telling-Building an engaging story

https://www.youtube.com/watch?v=xgf8U5OdkG8
 Build the problem
• Communicate a problem that people care about

• “I’m a marketing consultant.”

• “I offer an integrated turn-key solution to help my clients

get more new clients.”

• “On a fundamental level I help my clients get more new

business. The challenge most of them face is that they’re
the ‘best-kept secret’ in their marketplace. I show them
how to get more referrals by communicating unique sales
stories about what they do.”

Reference-Unique Sales Stories by Mark Satterfield

 Exercise

Tell me a story
 Exercise

What is the kind of story that your

favorite IPL/sporting team is
telling in their youtube/social
media channel?
 Exercise

How will you use story telling to

sell this product?
 Exercise

Use story telling to introduce

yourself
 What kind of stories can I share?
• About yourself
• About your product
• About your organization
• About your customers
 Stories can be about
– How you/organization are doing something different
– How you/organization overcame an adversity
– How your customers changed after using your product
– Resolving conflicts
– Accommodating needs
– Improving service
– Showcasing company values
– Going above and beyond
– Filling a niche
– Finding/proving your place in the industry
– Showcasing hard work
– Charitable focus
– Cautionary stories-lack of security, worse results, working too hard,
catastrophe loss prevention, missed opportunity
– Success stories-better productivity, easier daily activities, improved happiness,
more fulfilling life, better experience

Reference-Storytelling For Sales: How To Master The Art Of Opening The Sales Pitch and Winning The Deal By Learning To Tell Stories |
The Ultimate Guide For Storytelling For Business, Persuade and Make Money by Robert Kynaston
Discussion
SINGAPORE’S NEW NATURAL HISTORY MUSEUM
 3-act story structure
• Hero’s journey
• 3 parts-
– A hero ventures forth from the world of common
day into a region of supernatural wonder (x)
– Fabulous forces are encountered and a decisive
victory is won (y)
– The hero comes back from this mysterious
adventure with the power to bestow boons on his
fellow men (z)
 The 3 acts
• Act 1-situation
• Act 2-Complication
• Act 3-Resolution

We already know that a story should have a hero, conflict, plot and a message
 Hero archetypes
• The brave hero (brave and headstrong,with a firm belief in
himself/herself)
• The lover (hotblooded and sensual)
• The adventurer (curiosity and daring)
• The creator (imagination and creativity)
• The joker (humor and joyfulness)
• The innocent (honesty, innocence and a big heart)
• The magician (full of ideas and surprise)
• The rebel (rebellious and uncompromising)
• The ruler (ability to lead, authority and class)
• The caregiver (caring and giving)
• The wise hero (intelligence and expertise)
 Primary story types
Comic Tragic Epic Romantic
Protagonist Deserving Underserving Hero Love object
victim, fool victim
Other Trickster Villain, helper Rescue object, Gift-giver, lover,
characters assistant, villain injured or sick
person
Plot focus Misfortune or Undeserved Achievement, Love
deserved misfortune, noble victory, triumphant,
chastisement trauma success love conquers
misfortune
Predicament Accident, Crime, accident, Contest, Gift, romantic,
mistake, insult, injury, challenge, trial, fantasy, falling
coincidence, loss, mistake, test, mission, in love,
the unexpected repetition, quest, sacrifice reciprocation,
or misrecognition recognition
unpredictable
Emotions Mirth, Sorry, pity, fear, Pride, Love, care,
aggression, anger, pathos admiration, kindness
scorn nostalgia
 Exercise

Apply the 3-act structure, hero archetypes and

primary story types to create a story for
Singapore’s new history museum
 Storytelling when your brand is in
trouble
• What should your story talk about during
crisis?
– Values
– Transparency
– Honesty
– Genuinity
– Progressiveness
– Quickness
– Fairness
 Post class reading
• https://www.forbes.com/sites/celinnedacosta/2019/01/31/3-reasons-why-brand-storytelling-is-the-
future-of-marketing/?sh=6c20370055ff
Selling frameworks for B2C Selling
• Feature selling
• Gap selling
• POD selling
• Benefit selling-Framing problem scenarios
• Story telling
• B2B selling approaches

Any other frameworks that you know about?