First Key to capitalize

Leverage On The Experience

An ordinary Sales Director of a company says:

We try to sell it
An exceptional Sales Director of a company says:
Hey! we've been there, done that. Let's look at our product development over
the years; we're going to give you a little peek at the future from our
experience."

Leverage On The Experience

Share the history of AUTOCOM with prospects it helps to build confidence in
the product.

Founded:
1968 as a
Fiat car
Workshop

1972:
Introduced
Semi-trailers
in Pakistan

1975:
Autocom
was
established

1980s:
Pioneered
Construction of
fuel Tankers in
Pakistan as per
UN-ADR
International
standards

2000s:
Introduced
Aluminum
Tankers to
Pakistan

Today:
Leaders in
providing
Transport
Solutions
in the
Road
Freight
Industry

Build up your success stories by documenting testimonials and showing them off
to future opportunities.

LEVERAGE ON THE EXPERIENCE

https://books.google.com.pk/books?id=rgpbO
FMQMkC&pg=PA223&lpg=PA223&dq=how+coca+cola
+capitalize+on+experience&source=bl&ots=NJ
RI8vK3m&sig=wqsuTNDdmFPmxFpoIKpAWbIX2V4&
hl=en&sa=X&ei=0fWHVNzROYfiaq_9gPAC&ved
=0CDkQ6AEwAzgK#v=onepage&q&f=false

Motivation of Target Customer

Motivation of Target Customer

Researching the potential client to see if they are a good
candidate to meet your price needs. This saves you from
wasting time talking to people who only want the cheapest
deal. The right customers will be receptive to hearing why they
should pay more for a certain product over another.

KNOW THAT CONFIDENCE IS THE KEY

State your price without hesitation and without
getting defensive. Remember that "Value is always
long term while price is short term.
When you're highlighting the value of the product
over cheaper competitors, you shouldn't go back and
forth on price or negotiating. Avoid words and phrases
that suggest flexibility, things like saying "generally, we
charge" or "your price. Dont apologize for your
price.

KNOW THAT CONFIDENCE IS THE KEY

Do mention the advantages you bring to

market: global sourcing, warranty and after
sales service, technical collaboration and
other things that go beyond the features of
our competitors.
You can be confident without dragging your
competitors through the dirt. Highlight why
your product's value is worth their
consideration over lower-price options.

CUSTOMER SERVICE AND THANK YOU!

The toughest job selling value to customers is getting them to picture the
full depth and breadth of the AUTOCOM experience. Customers remember
unusual things about service. One Director I know sends handwritten
thank you cards and notes to his clients. Since these are rare, customers
remember her for that.
Often the customers who are obsessed with finding the lowest price turn
into the biggest headaches. But the customers that see your value
understand you'll be there to provide customer service. Make sure to keep
providing good service throughout the lifespan of the customer, which will
let you pile up those customer testimonials you can use to show future
clients why you provide the right value.

UNDERSTAND THE PSYCHOLOGY OF CUSTOMERS

EGO
Taj Afridi, Rao Omair, Shawwal etc are all in an elite group. Not
everyone understands value. However, they have made their choice
over and over and over again! Do you have the courage to stand out?
This could be one way to shake that ego for an undecided buyer.
People want to buy expensive products for several reasons. It makes
them feel exclusive, it increases their feelings of self-worth, and they
may do it to stand out from or be equal to their peer group.
All of these reasons satisfy your customers ego and make them feel
better or more important, richer or more powerful. When you are
delivering your sales pitch, you want to be conscious about the
aspects of your customers ego that can you appeal to.

What drives the buying decision?

What drives the buying decision?

model of customers
The Advocates customers with a strong usage habit
AND who recommend the brand highly
Habituals customers with a strong usage habit BUT
who are less likely to recommend it
Aspirants customers with a weaker usage habit BUT
who are likely to recommend it (often the case for
successful new brands)
Switchers where neither strong habits nor positive
attitudes exists.

model of customers
http://smallbusiness.chron.com/five-types-customersegmentation-10566.html
http://sbinfocanada.about.com/od/customerservice/a
/customertypesmh.htm
file:///C:/Users/Uzma%20Shakeel/Downloads/How_t
o_match_the_right_type_of_salesperson_to_your_cu
stomers.pdf

What drives the buying decision?

Emotional vs. Rational Needs
Rational Needs
The customer wants the product to be provided to meet a need they have. They have a requirement. That is why they are here.

Will the product/service do what I need it to do?

When do I get the product/service?

How will it occur? What steps?

What will it cost? How can I pay?

Warranty? Back up support?

Quality? Product life?

Emotional Needs

Will you treat and regard me in the right way?

Do I trust you?

Will you give me genuine advice?

Will you deliver on your promises?

Am I getting the best value? Should I shop around?

Why Customers Show Price Resistance

Resistance to purchase is not necessarily always a bad thing. It is an
opportunity to help customer by providing more information and
persuading them of the benefits of our product. Price resistance is
sometimes a point of discussion with customers and needs to be managed
correctly

 Manage Resistance
Anticipate resistance and see it as the customer needing more information
before making a decision.
Approach customer resistance with a positive attitude. Avoid becoming
angry or upset.
Be tactful when handling resistance.
Try to prepare for possible resistance early in the discussions with
customers.
Take time out to prepare a response if needed.
Be aware of hidden objections.

Identifying buying motive - Ask your customer:

What is important for you?
How significant is this for you?
What do you value most?
What is of paramount importance for you in this case?

The Business Case for Selling Genuine Value

Increased competition has put pressure on margins in new
truck and trailer sales. Increasingly, we have to look for
innovation and value addition to make a significant
contribution to profitability and to continued success.
Customers expect a high level of reliability from their vehicles
and expect higher standards of product support and
responsiveness to their needs. Customers have options and
will go where they feel these expectations are being met.
Our Production and Engineering Department employ the most
people, occupy the most space and have the highest
investment in tools and equipment, therefore ensuring an
efficient, customer-focused operation is essential.

Measuring Sales Success

How is Performance Measured?
How can YOU influence Success?

Key Performance Indicators

Key Performance Indicators (KPI) are financial and non-financial metrics

used by a business to define and measure progress towards identified goals.
A KPI should form a key part of any measurable objective.

What KPIs are being measured in your Department?

How do YOU influence success?

KPIs and Metrics

No.

Objectives

Achieve Sales Revenue of Rs. 900 Million in 2013-14

Prepare a marketing plan with product wise / customer wise strategy

Submit a report on competitors analysis

Submit a Market report on industry trends / analysis on annually basis

KPI

Sales Revenue
Marketing Strategy
Competitor Analysis

Weight

Target

20

900 Million

15

From October, 2013

10

Quarterly

10

From June 2013

10

Oct. / Nov. 2013

10

2 Seminars

10

2 to 3 Activities

7.5

Dec. 10, 2013

7.5

October, 2013

Market Report
5

Recruit office manager / regional manager for North

Enhance brand awareness of ACP by end of year

New Marketing Resource

Brand Awareness
7

BTL activities to enhance the brand awareness and customer base

Customer Database

Development and distribution of Calendars

Database for Eid / New Year gifts / cards by October 2013

Promotional Activity
Customer Database

100