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Why !

Grun(green) Hair Styling

• The people demand will be changed with increasing their age.
So after analysing peoples demand, specially young generation
we have decided to produce a Hair Gel. We have seen that our
young generation has become very crazy about their hair style.
They want to show their smartness with a modern hair style.
After analysing market we find that, there is no hair gel in the
market that can properly satisfied our young generation.
• For that reason we produce our new product which is GRUN HAIR
GEL. Anybody can buy cloths off the shelf or copy a fashion
accessory. But its styling that gets a man noticed. New GRUN
Hair Styling Gel. Lets you create your own, unique style.
And lets you change it as often as you like. So, set your hair
with Redefine cool!! To produce this hair gel we have USED some
special ingredients Alovera extracts and other natural extracts.
The description:
Directions for use:
: Description
The excellent quality Hair Styling Gel
manufactured by us is suitable for both
men and women. Made from organic
components and free from any kind of
harmful chemicals the Organic Hair
Styling Gel we offer is an essential
ingredient for the good health of your
hair. Our Cosmetics Hair Styling Gel will
make your scalp healthy and provide
your hair that glowing, smooth look.
Directions for use :
Apply gel generally to towel- dried hair
Style hair as desired
Leave to dry naturally
Ideal for all hair types.
Service Inventory
• Sales Planning & Sales Strategy
• Sales Strategy Implementation or Outsourced Sales
• Sales Optimization: Moving from Individual to
Team Selling
• Sales Performance & Productivity Improvement
• Sales Audit , Sales Feedback
• Sales Training
• Up-selling & Cross-selling Programme
• SPIN Selling Programme
Likely Benefits of the Project
Indicators Improvement
Sales Volume 5-25%

Turnover 5-30%
Productivity 20-50%

Margin 5-20%
Brand Visibility 5-25%
Time to Market 25-35%
Sales & Distribution
Strategy Execution Process
Challenges the assumption that Strategy comes first, Exec


Activity Identification & Development of Implementation of

definition of areas solution and solution across all
of the process
of improvement testing markets

Output Strategic Executable Fine-tuned Sustainable

Direction Strategy Strategy Strategy
Sales & Distribution

Who are the Customers ?

What is the Strategy ?
Strategy Development
Key Questions
• Customer Segments Analysis
– Key Segments & definition
– Sales & Profits from various segments
– Seasonality and Grouping from segments
– Behavior of various segments
Segment Analysis
The long term success of a new product depends on properly
segmenting the market for the product. By utilizing marketing
resource marketers can acquire the necessary information on
customer characteristic and needs to segment the markets. So
analyzing this things we also segment our market demographically
and geographically.

•Demographic segment:
•As we introduce our product for young generation. So
our target is 15 to 25 years old people. Our product is
for only man. As our product is a highly product. So
our target is that people who’s income is high.
Segment Analysis
Geographic segment:
•We can see that in some sophisticated areas like Mumbai,
Bangalore, Delhi, Pune our young generation are more as many
migrate to obtain high quality west influnced education and lively

•Youngsters - stylist and conscious about their smartness.

•Also they have the ability and credit to buy this kind of product.
For that reason we will introduce our product in this areas.
Marketing Mix
• To reach a target market , it is very essential to analyse
• marketing mix means price, product, promotion, distribution.
• As our young generation is getting aware of the safe and natural ways of
looking good .So I decided to select a name that will
match with their mentality. Then I decided Grun in the
perfect name of our hair gel. We also registered our product
name. That means it is legally protected. Always a attractive
packet attract the young generation. It influence them to buy
the product, so we also make effort to packet our product
nicely. We also mention expire date of our product on the
packet. We fixed our expire date, two years from the date of
manufacture. So that our customer can understand how long
they will use our product after buying it.
•As we produce product for the young generation of
sophisticated zone. So we will make a average price for
product but not low price, because we analyze that these
young generation never mind to expend money for their
good looking.

•This is the product for the young generation of Mumbai, Bangalore,
Delhi, Pune etc who like to watch
television, so we will advertise our product by television
and newspaper. To make Grun in the mind of young
generation, we will arrange hair fashion show in a five star
hotel sponsored by GRUN HAIR GEL. We also make some
electric bill board in the main points of those areas where
we are going to sale our products.
•Long turn success of product depend on proper
distribution. Being a good product it is not possible
to reach target market without properly
distributing it. Analysing social well being our
factory has been built from the away of city, where
our product will be produce , But our office will be in
Gulshan and the store , for storing our product, will
also available beside our office. Our store should be
cool, dry place and away from sun light. Because
this is the perfect situation to keep our product
well. To reach our product to target area from the
store, we will use our personal pickup or covered
van. Generally we will introduce our product in the
super shop, Grocery shop, beauty shop etc. And for
that we will select some intermediaries to
distribute our product to those place by using some
sell outlets.

How do we move from

individual selling’
to team selling ?
Sales Process Optimization
Usually Salesman Act as Autonomous Agents

Salesman as


• Current Reality
– Sales Strategy : Maximizing Conversion rate
• Autonomous agents typically use various levers and have the flexibility to
convert opportunities
• Autonomous agents qualify opportunities and attack only those with high
conversion possibilities
• Not much management control can be exercised on autonomous agents
Sales Process Optimization
We need to transform Agents to Team Members

Salesman as


Maximize Salesman as
Management Team
Control Members
Sales Process Optimization
Transformation Strategy
Transformation Strategy : Maximizing opportunity flow
while maintaining conversion within optimal range

Key Strategy : Standardization of sales process &

application of division of labour to freeing up a salesman
• Identification of task groups
– Opportunity Generation, Appointments, Sales Support
• Specialists for various tasks
• Focusing salesman on 2 appointments a day, 5 days a
Sales Process Optimization
Standardized Functions
• Opportunity Generation
– Cold Caller • Sales Support
• Couple in-house, rest out-sourced – Sales Coordinator
• Focus on generating appointments per day • Forward booking of appointments
– Promotion Coordinator • In-time Invoicing & Outstanding
• Direct marketing design & implementation follow-up
• Good presentation & sales materials • Dummy samples
• Regular communication with prospects & • Printing & dispatch of vouchers , gift
customers certificates
• Participation & visibility in relevant • Liaison with service
industry events
• Coordination with technical specialist
• Gifting for solution design and estimation
• At a later stage, organizing events of our
own – Technical Specialist
• Business Development • Solution design
– Salesmen & Sales Manager • Estimation
• No. of appointments per day • Negotiation support
• Product Training
• New Product Development

What is the strategy for

various accounts?
Account Strategy Framework
Buying Targeting
Situation Strategy

Buying Relationship
Center Strategy

Organizational Sales
Account Salesperson
Buyer Behavior Strategy

Buying Sales Channel

Process Strategy

Buying Selling
Needs Strategy
Account Strategy : Key Questions
Account Targeting Strategy
• Classify accounts so you can develop strategic approaches for selling
• Basis for classification: Account size, Account Potential, Desirability of the account

Relationship Strategy
• What type of relationship do you want to establish with each of the above categories
– Transaction relationship? Solutions relationship? Partnering relationship? Collaborative relationship?
– The closer the relationship, the higher the costs!
• For example …What type of relationship do you want to have with “C” level accounts (small size, slow growth)? How
about “A” level accounts (important, large customers)?

Selling Strategy
• What approach to establish the relationships that you decided on above?
• What type of sales presentation would you use to build a transactional relationship?
• What type of sales presentation would you use to build a collaborative relationship?

How do we focus on needs of

Spin Selling –Needs Creation Selling
SPIN - an easy way to remember the basic model and process for 'needs-creation
S - Situation Discuss, understand or explain the situation with the

P - Problem Next identify the problem that exists or could arise.

I - Implication Explain, discuss or understand the implication of the

problem for the prospect's business (i.e.., what
organizational improvement can potentially be

N - Need This effectively creates a need or opportunity to

rectify the problem (with the sales person's
Sales Methodology

How to sell completely

up-sell & cross-sell
Complete Selling
• Worldwide Survey of Consumers by The Forum Corp.
• Customers desire cross selling & up-selling
– 88 percent of customers value service reps who suggest
alternative products or services that better meet their needs
– 73 percent are interested in learning about new products or
services the company is promoting
– 61 percent tend to ask service reps about these products and
– Customers not only engage in sales discussions with service reps,
but they also buy
– 42 percent of customers said they purchased additional products
or services “sometimes” or “frequently.”
Up-selling & Cross-Selling :
Complete Selling
• Up selling is "complete" selling
• If you are selling a matching tie with the three
piece suit, uncovering a need by asking the
question leads to complete selling
• From the customer's standpoint, completing a
satisfactory purchase
– Saving is an additional trip to buy the tie
Why Complete Selling
• Why complete selling is so profitable
– Customer buys a bike with EMI of Rs. 395 for 48 months.
– Very little resistance to adding Rs. 10 to the monthly payments for anti-theft
locking system. 
– For you, however, that additional sale is significant,
• Adds up to a Rs. 480 sale, with a huge profit margin.
– It only takes 30 seconds to make that extra 480 sale, then you're making more
money for the company than with any other activity you do. 
• If your salary is Rs. 30 per hour then doing the math, the 60 seconds
you take to up-sell costs the company about 50 paise. 
• If it only costs the company 50 paise to make Rs. 480, that's a huge
return on investment. 
– The fact that it's attached to a 25,000 sale is completely irrelevant. 
– So, complete selling is one of the highest and best uses of your time.
Complete Selling :Points to Note
• Be prepared with positive aspects when selling expensive alternatives. Customers will ask why they should choose these
• Why should I buy Polaroid glasses instead of plain

• Recognizing sales opportunities is a matter of observing ‘body language’ and ‘reading’ customers
– Signals to look for : uncertain body language, looking around, scanning the counter , hesitation in ordering, or
studying menus for a long time
– Excellent service would be to go and sell to these customers

• Remain in Control
– One of the key phrases that will end a large, multiple-item sale with a whimper rather than a bang is…‘Would you
like anything else?' This is not proactive and does not put you in control."
– Instead, says salespeople should take the lead.
– Some phrases :
• Would you like [product X] with your [product Y].
(Example: A Pepsi to go with a Samosa.)
Complete Selling :Points to Note
• Nodding Dog Technique
– The next time a customer asks for a glass of Pepsi, instead of giving them
a choice - small medium or large glass, look them in the eye and say large
– Do this while nodding your head, most times the customer will simply
nod back in agreement. Give it a try, it works!
• Hands on demonstration. One of the most effective up-selling techniques is
getting the customer to use the product in your location
– A hairdresser, for example, might put hair gel in the customer's hand and
show them how to apply it themselves. By showing the client how to get
the salon look at home, they create a value-added up-sell.
• Group related products
– Good idea to group similar add-ons and offer them as an up-sell at a
package price
– Haircut + massage + cleanup at a package price
Make Complete Selling a

You’ll need to put a plan in

place to ensure that every
sales opportunity has a route
for complete selling
Sales Methodology

What kind of Management Systems to

the Sales Process
Sales Management Control
Basic System Flow Whatdoing
are we

about it ?

What needs to
Follow Up, be done?
Has it been
done? Variance

How do
we do it?

Who does it?
Sales Management Control : Performance Management with
Balanced Scorecard

What are the financial objectives for growth and productivity?

What are the major sources of growth?

Who are the target customers that will generate the revenue growth?
What are the objectives and how do we measure success with them?

Brand / product development, sales, service, operations, logistics..

Activities needed to create the required customer value proposition
and differentiation and the desired financial outcomes

Organization infrastructure, skills, capabilities, knowledge

of employees, working climate..
The ability to execute internal business processes in new
differentiated ways
Typical Sales Management Control
Forecast Plan Control Report

Mission, Vision,
BC members

Corporate Values, Group

Resource Policy

Five Year Business Plan Review of
Sales plan
policy Annual sales
Sales/ Mkt Head

Annual Business Plan Report

Annual Operating Plan

Action Log

Quarterly sales Plan Quarterly Sales Report

Business head

Action Log
Last year performance
Monthly sales Plan
Marketing Info Sys Monthly Score Card


Action Log
Weekly sales Plan Cumulative Weekly
Score Card
Sales Force

Weekly Daily Activity Control Sheet Daily Score Card
Contact Contact Plan
Check List
Balanced Scorecard Example
Chief of Sales & Marketing- Weekly
Selling Methodology

How do we improve
salesman productivity
Productivity Improvement
Day in the Life Of Salesman
• A full day in the life of a
How the salesman actually spent the day
salesman studied & time spent
7% 1% 23% 7% 23% 39% • Active selling
• Passive Selling
Active Selling
Travelling How the salesman
Delivery / Order Taking
Selling he spentAvailable
• Administration
the day
• Delivery Order Taking
• Traveling
55% 10% 10% 15% 10%
• Available/Free
• Comparison of
Active Selling Delivery
How the salesman / Order
would like Taking Administration
to spend the day • Reality
Travelling Passive Selling Available
• Perception
50% 10% 15% 15% 10%
• Ideal
• Diagnosis of sales man’s
Active Selling Delivery / Order Taking
productivity & alignment to
Administration Travelling business needs
Passive Selling Available
Salesman Checklist
Compliance 15%

67% 69% 68%



Complied Not Complied

• Pre-meeting, Meeting & Post-meeting issues analyzed on

– Preparation, Building relationship, Identifying needs & objections, closing
& administration
• Diagnosis of sales man’s selling effectiveness & alignment to
business needs
Productivity Improvement
Sales Meeting Effectiveness
Sales M eeting Effectiveness
• Analyzes the
A sk ing questions effectiveness of
Qualifying (the opportunity for both parties)
salesman during the
Disc overing hot buttons (wiifm -what’s in it for m e) course of the
B uilding rapport
E stablishing trust
Developing credibility • Analyzes soft sales
Developing a valuable relationship
A ddressing objections skills
P lanning next action steps
Confirm ing understanding
• Diagnosis of sales
A sk ing for referrals man’s soft skills
S eeking additional opportunities to s erve & sell
E valuating res ponses & results (pos itive/ negative)
& re-training
A ffirming decisions (m inimizing buyer’s rem orse) priorities assessed
Productivity Improvement
Audit through Mystery Calling Delhi Mumbai Chennai Pune Unit Ahmeda
Good introduction and makes you n n n n n n
feel welcome
Investigation of Caller Needs n n n n n n
(Purpose of Visit, Duration,
Fimilarity with Area etc.)
Differences between Rooms y p n p p y
Other Information About Hotel p p p p p p
Available (Pool, Restaurants,
Casino )
Providing information about p p n p p p
Unique Selling Points
Convincing arguments about y p n n p p
Cidade when you mention
possible competitors?
Tried Upselling or Selling Other n n n n n n
Is your reservations staff asking n n n n n n
for the sale? Closing Effectiveness
Engaging in Real Conversation p n n n n p
Overall Effectiveness 39% 22% 6% 17% 22% 33%

Legend : y = yes, full point; p= partially, half point; n=no, zero points
Selling Methodology

How do we plan incentives ?

Incentive Planning-Approach
 High Motivation
• Pure Commission  High ROI
• Quota
• Territory Share Goal
• Share/Share Change
• Relative Measure
• Relative Rank
• Flat Rate  Low Motivation
 Low ROI
Incentive Planning
Key Considerations
Since the pure commission plan has the highest potential ROI and the highest
Motivation effect why would we not use this in all cases?
• This plan at the top of the continuum only work when the forecast is
– If the plan is under-forecast the corporation can largely over pay.
– If the plan is over-forecast the sales force will quickly become
• A variance of more than 15% in the forecast can cause drastic over or
– Most commission plans do not have a linear payout and consequently
15% low in share or units can result in 30% low in payout. And vice