1 Ramesh Venkateswaran

SALES 4 STARTUPS

NSRCEL : IIM BANGALORE

RAMESH VENKATESWARAN7 APRIL 2012

rameshvenkat20@gmail.com

01082

CURRENT ENVIRONMENT – CHANGING MARKET PLACE

Competition

• Global competition

• Shorter Product life cycles

• Blurred boundaries – • product alternates and technologies eg. Steel/ Al /paper/plastics / paper …..

THE PLANTHE PLAN TODAY

• The world today – challenges

• Role of strategic selling

• Why and when people buy

• Panel of speakers

• Q & A and Wrap up

June 083 Ramesh Venkateswaran

WHY DO ORGANISATIONS EXIST ?

WHAT IS SELLING ALL ABOUT ?

WHY AND WHEN PEOPLE BUY

AND WHAT ARE THEY REALLY BUYING ?

The world today     Name     Nationality      Time         

1. Ryan Brathwaite Barbados 13.142. Terrence Trammell USA 13.153. David Payne USA 13.154. William Sharman GB 13.305. Maurice Wignall Jamaica 13.316. Peter Svoboda Czech 13.387. Dwight Thomas Jamaica 13.568. Ji Wei China 13.57

5 Ramesh Venkateswaran

A B

1st serve percentage 55 63

Aces 27 13

Double faults 16 4

Winners 42 49

Unforced errors 30 11

Break point conversion 3/6 3/6

Match time : 3 hours 1 minute

WHO WON THE MATCH ????

Prize Money $ 750,000 $ 375,000

WIMBLEDON 2001 MEN’S FINALS – STATS

Ivanesevic Rafter

Total points won 154 150

6 Ramesh Venkateswaran

Cars : Product features - A comparison

Feature Accent GLS Ikon 1.6 Z x 1 Corsa 1.6GLS

Max HP

Torque

Length

Width

Fuel tank

Dikky

Turning ø(m)

Power steering

A/C & Heater

Power Window

Tachometer

Central locking

Weight / kg

94/5500 91/5500 92/5600

12.5/3500 13/2500 12.6/3200

1605 1597 1598

1670 1632 1608

45 45 46

380 400 390

10 9.8 -

1005 998 1040

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Globalization – no boundaries

Awareness and education levels

Basic products - identical

THE CURRENT SCENE IN THE FLAT WORLD

Changes in attitudes , expectations – promiscuous

Communication

Commodities are technologized ; technologies are commoditized

THE CHANGING ENVIRONMENT

Today tech companies are becoming like other enterprises

While

Other enterprises are becoming more tech enabled and dependent

Ex:

Need to understand implications of the adoption / diffusion cycle both from point of view of product and market / buyers

Ramesh Venkateswaran

Addidas I - Microprocessors

• 5 million calculations per second

• Adjust the heel and sole for off road, trail running , pavement etc.

Ramesh Venkateswaran

Gillette Razor

Ramesh Venkateswaran

• 5 blade shaving surface technology

• 1 Precision Trimmer

• Battery operated

• Auto switch off after 8 seconds accidental activation

• Low battery indicator – when to change battery

Gillette Razor

June 0815 Ramesh Venkateswaran

WHY DO ORGANISATIONS EXIST ?

WHAT IS SELLING ALL ABOUT ?

WHY AND WHEN PEOPLE BUY

AND WHAT ARE THEY REALLY BUYING ?

16 Ramesh Venkateswaran

SOME THOUGHTS ON SALES

• Selling

• Value

• Price

QualityQuality

QuantityQuantity

DirectionDirection

COMPONENTS OF SELLING

EffortEffort ResultsResults

SALES PERSON’S TIME UTILISATION

40%Getting tocustomers

20%Waiting for customers

25%Personal matters and detail work

15% Face -to- face selling

Only 15% of the time is spent in actual face to face selling with the customer

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10 % Create rapport

20 % Qualify

40 % Close

30 % Present Solution

THEN

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40 % Relationship and Trust

30 % Identify Needs

10 %Close

20 % Present Solution

NOW

SUCCESS

WHAT IS VALUE ?VALUE ?

QUALITY - AS DEFINED BY THE CUSTOMER

- OFFERED AT A PRICE ACCEPTABLE

TO THE CUSTOMER

CUSTOMER VALUE

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Competitive Analysis• Differentiation

Consumer Analysis• Segmentation

Product / Service Positioning

Marketing Strategy• Product• Communication• Distribution

Perceived Customer Value

Price Cost

Profit

CompetitiveOfferings

WHAT IS PRICE ?

June 0823 Ramesh Venkateswaran

Thank You

Have a Nice Day !!