MDS Induction Program for BDTs

Sales Process in the Telecom Industry

Bahirdar, Aug 2022

Prepared by, Amanuel Shiferaw, MM

 Contents

• Introduction & brain storming

• Sales Vs Marketing
• Selling Service vs product
• Sales Process: Telecom Products Sales
• KPIs
• Sales and Marketing Ethics/Code of Conduct
 Brainstorming…

What do you know about MDS?

 Introduction

• MDS is a business organization which is engaged in

– HR outsourcing
– BTL marketing
– Brand development
– Managed services
– Shop development
• To achieve its objectives it structured itself in different
departments and regional operational offices.
• MDS is currently working as a managed services & BTL
services supplier in different parts of the country.
 Brainstorming…..
What did you know about the service provider
(Safaricom Ethiopia)?
 Continued….
Safaricom PLC is the Kenya-based telecommunications
company. The principal activities of the company are the provision of
telecommunication services, providing a comprehensive range of
integrated telecommunication services including voice and data both
mobile and fixed, SMS, the internet, and M-pesa.

The company also offers a wide range of devices such as Mobile

handsets, mobile broadband modems, routers, tablets, and
notebooks. The majority of its revenue comes from service
revenues: Voice, M-pesa, mobile data, messaging, fixed data and
other service revenue. The company serves both individual and
corporate/enterprise customers.
 Continued….
• Digitalization is becoming a fashion, and people are
warmly accepting it. By people, we mean the
households and various business sectors. Different
Telecommunication companies offer telecom services of
different types.

• The services include voice, video, telephone, internet,

and communication services. The most widely
recognized type of media communications
administration is telephone administration, which is
done on either a wired or wireless mode. Different types
may incorporate Internet, TV, and networking services
for homes and organizations.
 Sales Vs Marketing

What Is the Difference Between Sales

and Marketing?
 Sales Vs Marketing
• People use the terms sales and marketing interchangeably.
• Both functions intend to grow the revenue of a business, but
the way they try to do this differs
• Sales is the process of selling goods and services. It involves
convincing potential customers to buy from your company
(inbound or outbound sales)
• Marketing is the process of making people interested in your
product/Services and creating brand loyalty, through various
strategies like pricing, packaging, positioning (creating a
perception), placement and promotion.
 Continued..
The main difference is on goal
The main goal of sales is Increase monthly revenue, close
sales, retain existing customers, increase profit margin, lower
customer acquisition cost.
The main goal of Marketing is research customer needs and
interests, build a brand, improve product awareness, increase
customer satisfaction, maintain customer relationships,
establish the company as a leader in its industry, generate
qualified leads, launch a new product, reposition a brand or a
product.
 Selling Service vs Product

Differences and Similarities b/n product/Service

Marketing
 PRODUCT MARKETING SERVICE MARKETING

Product marketing refers to the

Service marketing implies the
process in which the marketing marketing of economic activities,
Meaning activities are aligned to promote offered by the business to its clients
and sell a specific product for a
for adequate consideration.
particular segment.
4 P’s: Product, Price, Place, 7 P’s: 4 P’s + People, Process,
Marketing mix
Promotion Physical evidence
Sells Value Relationship
Who comes to whom? Products come to customers Customers come to service
It can be owned and resold to It is neither owned nor transferred
Transfer another party. to another party.

Returnability Products can be returned. Services cannot be returned after

they are rendered.
They are tangible, so customer can
They are intangible, so it is difficult
Tangibility see and touch it, before coming to to promote services.
the buying decision.

Separability Product and the company Service cannot be separated from

producing it, are separable. its provider.
Products cannot be customised as Services vary from person to
Customisation
per requirements. person, they can be customised.
 Continued…

• Service and product are different, however, there is a

hybrid called service as a product (SaaP), which
combines products and services offering. This would
include retail where the products are, SIM Cards, Air
time, Mobile Apparatus with being Network service
providing, or customer support.
Sales Process
 Continued…

1. Preparation and Research

• Presale (before sales) is the step of getting ready to
serve customers. It must to know about the
company’s products, pricing policies, promotional
efforts, and distribution network. Similarly, must
have complete detail about the company’s history,
goodwill and reputation, achievements, objectives,
and general policies.
 Continued….

2.Prospecting
Prospecting means finding or locating the
potential customers. A prospect is a probable
buyer with unmet needs, ability to pay, and
willingness to buy.
 Continued…

3.Discovery/Need Assessment
Once the prospect is located, now, sales
representatives has to collect necessary detail
about him. Such detail helps him prepare his
plan for sales presentation. Sales reps collects
adequate information about customer’s nature,
needs, problems, personal habits, preferences,
and other aspects of behaviour.
 Continued…..

4.Approach
Now, a sales representative has to seek advance
appointment/permission for personal meet.
Sometimes, he can use phone or send business
(visiting) card to take advance appointment.
In many cases, salesman can directly meet
prospect without advance permission.
Approaching method depends on type of
prospects.
 Continued…

5.Pitch/Presentation
This steps calls for a formal presentation of
product. Salesman can do it through a lively and
interesting sales talk as well as a systematic
demonstration of product or offering samples to use
and taste.
Visual device can be used for sales demonstration. He
can produce authentic evidences to prove the
product’s superiority. All queries must be adequately
solved.
 Continued…..

• 6.Objection Handling
• Once a sales representative completes his sales presentation,
normally, customer raises objections and place complaints.
Sales representatives must always welcome objections,
interpret them clearly, and remove tactfully.

• Prospects must be convinced about benefits, superior

performance, and strong aspects of the product. A great deal
of expertise, experience, skills, and patience are important
qualities to face buyer’s objections and complaints
successfully.
 Continued…

7.Close the deal

Closing of sales refers to completing sales procedure. It
concerns with purchase decision. The close can be
defined as: An act of actually getting the prospect’s
assent. It is the climax, or the desired outcome of the
entire sales process. Sales process ends with getting
orders.
 Continued…

8. Follow up
Once product is delivered and sales formalities are
completed, it doesn’t mean that sales process has
ended forever. Delivery of product to customer is not
the end, but an event.
The event must be repeated. Salesman-customer
relationship doesn’t end with one transaction, but is
the beginning of long-term relationship.
 Sales Ethics: Is There a Code of Ethics for
Marketing and Sales?
Sales ethics refers to a set of behaviors that
ensure that every lead, prospect and customer is
treated with respect, fairness, honesty and
integrity. It means that, as a salesperson or
marketer, you put the people you sell to first.
You respect their choices and opinions instead
of forcing your agenda on them.
 Continued….

1.  Foster trust and credibility with the customer

Here are some ways reps can build trust with customers :
 Social proof — Share truthful testimonials and anecdotes from
other happy customers.
 Share credible data — Take a data-driven approach to help
customers and make interactions less subjective.
 Be mindful of nonverbal communication — When speaking with
customers in person, maintain natural eye contact to convey
trustworthiness and confidence. 
 Continued…..

2.  Be accountable.
If a problem arises and you were at fault quickly and
truthfully take responsibility.
3. Share clear, truthful information.
When trying to convince a prospect to invest in your
product or service, it is critical you only present honest
information.
 Continued….

4. Provide fair competitive comparisons.

Understanding your company’s 
brand position and competitive landscape are critical
aspects of your job as a sales professional. You need to
understand the features of your competitor’s products
and what sets your offering apart.
 Continued…

• 5.Address problems head-on

As an effective sales professional, you should
maintain  solution-orientedmindset
throughout the sales process. Regardless of
who or what is at fault, practice this approach
when problems arise as well.
 Continued….

• 6.Follow through on commitments to the

customer.
Whether the commitment is the promise of more
information about a product, a follow-up call, or
honouring a time that has been set for a meeting.
• 7. Take objections in stride.
Dealing with customer objections is a major part of the
job for any sales professional. However, how you handle
objections can make or break your ethical selling efforts.
 Continued…..

• 8 Lead by example.
Last, but certainly not least, the most important thing
sales managers can do to uphold ethics is to exhibit
ethical behaviors themselves.
Sales are the lifeblood of any organization and
managing the sales process is one of the most
important functions of any business.