Prelude

• Introduction of the course plan

• Setting the context
• Group - 7/8 teams in each class with 5-6 members in a team
• Class coordinator – 1 girl and 1 boy
• Marketing and sales – A lookback
Marketing and sales – A lookback

✓Marketing
✓4Ps of Marketing
✓Promotion Mix
✓Objectives of promotion? The 4th P in
marketing
Marketing?
 Marketing 4Ps (4th P)

Promotion/ communication mix

Personnel vs Non-personnel communication

What does a Marketing Manager do?
Sales? Sales job ?
B2C/B2B ?
B2B/B2C
 Personal selling is defined as personal
communication with an audience through
paid personnel of an organization or its
agents in such a way that the audience
perceives the communicator’s organization
as being the source of the message
Sales

✓Assisting
✓Persuading
✓Face-face interaction

“ AMA – It is a Personel process of assisting and

persuading a prospective customer to buy a
commodity or service and act favorably upon an idea
that has commercial significance”
Sales Manger
Sales Manager
 Women in sales

Relationship/CRM
Marketing Manager vs Sales Manager

Marketing Vs sales Departments

CORRELATION
 SALES men JOB ROLES - Recall
Known vs unknown

https://docs.google.com/spreadsheets/d/1iqi59UAHkqq8Fuobx
V0fG7BDfnnt5RrOotX4dpq8jjk/edit?usp=sharing
 Sales Management
Sales management is simply management of an
organisation personnel selling function.
Sales mangers are involved the
Strategy(planning) and People(implementation)
aspects of personnel selling, as well as in
evaluating and controlling personnel activities
Evolution of Personnel selling
• What is transactional
selling?- (1950s-1970)-
Mass production,
limited choices,
information) Persuade
and influence)- 7-step
SP
• What is consultative
selling?
• What is value- Added
selling? – trusted
Advisor - Examples ?
Nature Personal
selling b2b2c
1. Direct Communication
2. Buyer- Geographically
spread
3. Customization and
personalization
4. Human element- V/NV cues
5. Quick response to the
feedback
6. Tool of promotion mix –
(can’t isolated)
7. Art and science
8. Cultivation of relationships
 Types of selling
•Stimulus response selling
•Mental states selling
•Need satisfaction selling
•Problem solving selling
•Consultative selling
 Role Play

You want to sell online certification course

through tele calling
(allowed to make series of calls to the same
prospect)
Stimulus response selling – B2C Example Vd
Mental States selling (offer getting over)
 Role Play
• Imagine you working as a sales executive for
wildcraft- From the IT Corporate Sales division, You
are been recently assigned to a vertical named
education. This is a new vertical with different
needs. You have to cater to the need of this sector.

• How will you approach their sales to need and close

your sales process?
Need satisfaction selling
 Case

A purchase manager in a Car manufacturing company want to buy the

following-
Horn, sensor, ignition coil, spark plug.
Problem solving selling (Industrial selling)
Types of Purchases or Buying Situations in B2 B
• New task
• Modified rebuy
• Straight rebuy
 Consultative selling
strategic goals

3 primary roles - strategic orchestrator, business consultant, and long-term

Know your customer

KYC
A 'sales chain partner' is a person or business
that’s involved in the movement of products in
commerce [and, as such, is the collective term
for distributors, wholesalers and retailers].
 Everyone in a sales chain

will make money for the

company
Competition.
space
 Media
Fragmentation

Cost of communicating to consumers increased and the

captive audience that exists in a retail shop became more
valuable.
Video – Process
Have you addressed problems in
sales process
•Starting the day late
•Not groomed properly
•Does not update sales
reports
•Interrupts retailer
while taking order
Have you addressed problems in sales process
•Does not check stocks
•Does not show
catalogue or product
enablers
•Does not update
retailer schemes
•Does not cross sell
other products
Have you addressed problems in sales process
• Does not uses dealer
card for order taking
• Ignoring merchandising
at outlets
• Bothered on sales targets
and not about the
retailers
• Retailer felt the sales
man is pushing the
product
 The market development
process for developing sales
Identify target markets, sectors&
niches
Market Development
Do it – Pls identify one company – How did they
expanded/expanding their market?
Ansoff Matrix

The Ansoff Matrix, often called the Product/Market Expansion Grid, is a

two-by-two framework used by management teams and the analyst
community to help plan and evaluate growth initiatives. In particular,
the tool helps stakeholders conceptualize the level of risk associated
with different growth strategies.
Source: https://corporatefinanceinstitute.com/resources/knowledge/strategy/ansoff-matrix/
 Do it
1. How has Starbucks penetrated its market?
2. Demonstrate the market development strategy of the brand Apple.
3. Demonstrate the strategy of coco-cola in Product development
4. Demonstrate the strategy of Amazon in Diversification
Market Development process
• Market Penetration – The concept of increasing sales
of existing products into an existing market
• Market Development – Focuses on selling existing products
into new markets
• Product Development – Focuses on introducing new products to
an existing market
• Diversification – The concept of entering a new market with
altogether new products
Cavinkare’s Indica Easy : Launching Shampoo
Hair colour – Case question
1. Analyse the environment for the hair colour market in India from
CavinKare’s perspective?
2. Critically Evaluate CavinKare’s Approach to their Market plan for
Indica and Indica Easy.
3. What options for market Growth is Ranganathan considering? What
is the best choice and Why?
 Theories of selling

Traditional Sales Theory Modern Sales approaches

1. AIDAS Model of selling
2. Right set of circumstances
theory – Internal (prospects) &
External ( salesmen)- buyer
oriented
3. Buying formula theory – Buyer
oriented- buyers need
• Partnering – In customer eyes
• Team selling – complex buying –
Same language
• Value-added selling – Cost and
benefit
 Situation – Discuss and Do it
Imagine you are in a retail store
specializing in high-end electronics such
as smartphones, laptops, and home
entertainment systems.

Create 1 situation in traditional and

modern approach theories - how being
a salesman you will use this theory to
close your sales.

B2C- The customer can be a single buyer

or institutional buyer or business buyer.
END OF UNIT 1