ASSINGMENT 2

SELLING IS A LIFE SKILL

Kushagradhi Debnath
EPGP-14A-064
kushagradhi14a@iimk.edu.in
 Application of a theoretical or an applied concept

I found two concepts 1) Credibility in Selling and 2) Reflection of Gaps, are very practical and useful.
I as a Sales person and marketer have utilized these technique many times and they have been a crucial
part of Value Selling (real time application), whether for specialty products and also beneficial for
selling a commodity product at a higher value.

Value selling is process where are

products are not sold on basis of
pricing or on volumes basis.
A product or services are offered at
higher prices than the peer firm. The
product doesn’t give profitability
directly but indirectly also by different
means, which need to be justified.
Value proposition is not only remains
functional but also rises up the value
pyramid. These two concepts are
used in similar or different way to
progress a sales cycle.

Credibility is Selling in context of Value Selling: In order to do any kind of Selling. Credibility of Sales
person and Product is judged by listener or purchaser. Simple question “Why I should listen to you,
how unique is your product, how it will help me differently “. These are common question a sales
person prepares for his call. As per concept taught, these steps help a lot to strengthen the sales
pitch. We need to demonstrate value.

a) Detailing: When a buyer gets the holistic

information, technical detailing – way or
concept of working of the specific product or
service. He / She gets that knowledge, which
arise his/her curiosity. Typically, sales person
is adding value. More details increase the
credibility of both products and person who
is promoting it.

b) Living Proof: Seeing is Believing, customer looks for practical justification of features and advantages
what we offering with our product or services. A demonstration or live simulation or product
functioning build confidence of the buyer.

c) Use of Data: Any benefits whether tangible or intangible need to be translated into Monetary value.
Performance needs to be mapped with real benefits. This makes the pitch more relevant and increases
credibility of the product or service.

Example: With my product, I can reduce processing time by 1 hour /shift. We need to convert time
factor into Monetary benefits.
d) Proof of performance or benefits: Data visualization works fine in few cases but when stakes are
high, performance or benefits which are being claimed need to be proved to increase the chances.
Live filed trials are required to make the overall proposition credible.

e) Re-test: Sometime to make customer believe you give trial runs to buyers for few days or your give
free bulk samples for bulk run. Successful initial run done by the customer or buyer themselves boost
their confidence. They feel assured that product/service is working properly. We can call, product
successfully trialled, benefits claimed are and sales can be closed now after final discussions.

The all five steps, affirms credibility of the product / service and justifies the claims made.

2) Reflection on Gaps:

I find reflection on Gaps is another crucial method fpr Value selling. The method can be correlated
with SPIN selling technique (Situation, Problem, Implication and Need- Pay off) where curiosity of
customer is enhanced by asking question related to an idea or related to gap, details of the solution or
pitching the product which can fulfil this gap and satisfies the needs of customer. This technique again
needs to be proven by providing relevant details and practical proofs.

This kind of approach can be introduced when the concept or product is fairly new or highly specialized
and price barrier is high. Also, this kind of gap can be related to services, which may not of almost
concern for the buyer but as a seller you increase the curiosity and try to sell your concept or product
or services. Reflection of gap technique can be one important tool for customer-focused sales process
that centres on creating value, quantifying the value created, and creating a situation where customer
and supplier maximize their utility through value sharing.