Sales Techniques For Hi Growth doc

Sales Techniques For Hi GrowthEquations Marketing Consultants... • SALES : Actualization of Marketing Concepts • SALES PLAN: Incorporating an incisive strategyg gy • TARGET MARKET: Segme

Sales Techniques For Hi Growth

Equations Marketing Consultants

• SALES : Actualization of Marketing Concepts

• SALES PLAN: Incorporating an incisive strategyg gy

• TARGET MARKET: Segmentation to select hi

potential prospects

Actualization of Marketing Concepts

The Business Cycle

Prototype

Product Development

Market Research Materials

Market Production

• Segmentation

Sales Actions Sales Plan

Marketing

• Positioning

• Reaching the TM -Distribution Sales Force

• Situational Analysis

• Advertising

SALES PLAN

Incorporating an Incisive Strategy

Step 1 - Situational Analysis

• Environment Scan

– Growth Rate %: Push & retard factors

– Competition: in depth study

Step 2 – Strategy Derivation

Equations’ Strategy Derivation Grid

Parameter Details Competitors

Features Low end – High

end

USPs Number of

USPs Number of

USPs which need to be highlighted properly Aesthetics Is it in tune with

the current trends?

Quality Quality

perception

Parameter Details Competitor s

2 Distribution

Penetration

% presence in universe

WT A B C US Incisive Strategy

Share of

Counter

No of units sold versus other brands Distributor

Power

To drive penetration &

share Motivation of Inputs;

Distribution

Structure

Single, two tier and three tier Structure and three tier

distribution set

up

Similar Evaluation Similar Evaluation…

• Supply Chain Management

• New Product development

• Corporate brand

• PRICING

Sales Plan

‘ An Action Plan that converts STRATEGY An Action Plan that converts STRATEGY into programs & events to achieve targets’

Step 4 – Assumptions & Reasons p p

– Better product features

– Geographical expansion Geographical expansion

– Quantum increase in resources for sale

Step 5 – Programs / Events

G tt Ch tGantt Chart

Timeline

Estimated Expense

Step 6 – Sales Budget

• Targeted Sale : (A)

• Targeted Sale : (A)

SEGMENTATION

Market Segmentation – Why?

• A powerful technique to

• A powerful technique to –

– Spot opportunities

– Develop products to suit desired segments Develop products to suit desired segments

– Optimize use of resources

Basis For Segmentation

• Demographic : size; growth potential; geography

• Behavioral: style; specific requirement

Case Study: Service Industry

INTEGRATED PROPERTY MANAGEMENT INTEGRATED PROPERTY MANAGEMENT

Property management of LARGE corporates

• Portfolio of Services

Interior Design & execution

– Interior Design & execution

– Facility Management

– Office Support Services pp

Interior Design & Execution

• Discuss & conceptualize

• Discuss & conceptualize

Office Support Service

• Travel Bookings

• Stationery

SEGMENTATION

Basis : Focus

• Only on offices (not factories)

• 2 lac sq.ft and more

• At multi locations for corporates

(minimum per location 50K sq.ft.)

Targeted Industries in Segment

– BPO’s – Mind Space; Hiranandani BPO s Mind Space; Hiranandani

– IT – Infosys, Wipro etc

– Banks, Media & MNCs

• Physical coverage

Compiling Targeted Data Base

• Tele calling Æ sales visit

• Tele calling Æ sales visit

• Mailer Æ follow up Æ sales visit

• Referrals

• Referrals

Thank You