Sales

#SalesGyaan 1. Know Your Company and Founders.

know-your-customer-2013

First and foremost in any sales pitch, one must know about the company you work for because many a times people buy the culture and idea or they get fascinated the way company works. Ex- Airbnb in India with limited awareness to people still they are successful. As we can see that the reason why people become host in Airbnb because at one point they were the guest in Airbnb and got fascinated the way it works.

As a sales person or let say “Revenue driver” or so called “Future CEO” to be more optimistic. you should also know about the companies founder. with my own experience working in startup “People are interested in people” so when I say “My founders are from IIM, IIT or any prestigious institutes.” the credibility increases as we all know “Folks from these institutes are equal to celebrity in India with given gifted population.” so know about your company and founder as much as you can.

As Zig Ziglar quoted “People don’t buy for logical reasons. They buy for emotional reasons.”

Happy Selling ☺

Any Gyaan, Please comment.

originally Published at https://medium.com/@choudharyhp/salesgyaan-1-know-your-company-and-founders-89d6b71d3e17 

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Segmenting Indian Parents

Internship is an important part of any professional course. Not only do you get used to corporate culture and its many nuances, but it also gives you an opportunity to apply your classroom sessions in real life. It is also a great way to learn new things. So the story is that I got my internship at a company called Tabtor. Now, Tabtor is in the education industry. The company has a personalized math tutorial program which can be availed over an iPad. Students solve worksheets by working out problems on the Tabtor Math app’s digital paper, which is then assessed by a remote tutor, who uses Point of Learning Analytics (POLA) to analyse the student’s standing in a particular topic and devices further lesson plans accordingly. No doubt the service is great and indeed very useful. However, as I learnt the hard way, the scepticism of Indian parents is really worth writing an article about.

So from what I have experienced, Indian parents can be classified into 5 different segments:

Eagles

The eagles are parents with extremely hectic schedules. They have very little time for their children and are looking for ways to boost academics which would require as little involvement on their part as possible. As long as you have a product that keeps the child busy while providing value for the time spent, you will find that these parents are relatively easy to sell to. They don’t mind dishing out money, but they calculate expenses by the time they have to dedicate. So, the lesser the time consumed, the better it is. In this case both parents are decision makers. A nod from any one of them will mean a yes in most cases.

Lions

The lion couple usually consists of a stay-at-home mom and a work-till-late dad. In the lions’ case, though smaller decisions, like what will the child take to school for lunch are left to the mother, bigger decisions like which tutor the child should go to, need an approval from the father. The fathers usually turn out to be skeptics who live by certain principles and would not want to divert from them. When it comes to education, they usually have faith in more traditional methods. While dealing with lions, the child’s and mother’s opinions are next to worthless. If you fail to sway the father, you have failed. Period.

Elephants

In the elephants family, the females, symbolically, wear the pants when it comes to their child’s education. The father abstains from these roles because he believes that mom knows best about such things. The mothers are assigned this important role because of their educational background or because of their professional life. Such mothers usually have a certain amount of teaching experience. Selling to elephants can be tricky because the mothers are very confident about what they know. Their decision making is clear cut and there’s no maybe in their dictionaries. Fail to impress her the first time, and you might as well throw all dreams of converting them out the window.

Dogs

Dogs are a fairly common specimen among Indian families. The biggest decision pertaining to their child’s education that the dogs take is which school the child should go to. After this, no decision is taken without first running it by the child’s school teacher. Right from which books the child should read all the way to which tutor the child should go to, the teacher has a say in all decisions. For selling to such parents, it is important to have a network of school teachers who will talk in your favour. No matter how good your product or service really is, if the teacher doesn’t have your brand’s name on their lips, you wouldn’t even make it on to the parents’ consideration list.

Giraffes

Giraffes are very contented with the way things are going. They don’t want a change unless something drastic happens that compels them to change. Giraffes are not interested in what you have to offer right from the beginning. They might hear you out as a courtesy, but their mind is already made up. It’s not completely hopeless trying and converting them. If you can bring the urgency to change to their attention, they will consider the option you are offering. However, it takes an immense amount of skill, experience and natural flair to make their ears prick up.

In sales, you always say what your customer wants to hear. To figure out what Indian parents want, you first have to assign them a category. Some parents will want to see their children’s grades improve while others may want to hear all the benefits of your service; others may be more interested in the technical nuances of the product.

Having said that, what it means to any sales person is the fact that they have to be really familiar with each of these species. They will then be able to identify which category a particular lead belongs to and how to go about approaching them. You definitely can’t have a one-size-fits-all approach. Each pitch has to be tailor-made to suit the person you are pitching to and the category they come under.

Thus, selling to Indian parents can be tricky business. You learn a lot with experience, no doubt; however, a little fine-tuning couldn’t hurt.

Author: Arko Mukherjee

Rising Star Waiting for Remarkable Action

Today, the Indian wine market is in its nascent stage. Already many of brands are competing with each other to find a sustainable position in the wine market. Hence to be successfully placed in the mind of the consumers one needs to go that extra mile; which really can attract customers.

Now the major brands in the Indian wine market are Four Seasons, Sula, Grover, Fratelli etc. where Four Seasons & Sula are the major competitors. So in this article, I will be focusing on these two brands.

Some of the key forces that can push the product in the market are:-

  1. Achievements of the brand

  2. Taste/ content of the product

  3. Packaging of the product

  4. Sales force of the organization

  5. Sales persons in the retail outlets

  6. Schemes and Offers

  7. Promotional activities by the company

  8. Muscle power of the company

  9. Pricing of the product

  10. Brand strategies (what to promote, where to promote, why to promote, when to promote)

Factors influencing wine brands

Now let us look at some of the key points impacting the players in the market.

  • The first thing I have noticed in the Kolkata market is – Forget about customers, even the retailers do not know all the varietals of Sula; which I think is creating a lot of confusion among the consumers. So this is where the competitors can challenge the brand Sula.

Sula MosaicSula Zinfandel

Four Seasons wine

  • Also, if we talk about packaging/ bottling, undoubtedly Sula’s packaging looks better as compared to that of Four Seasons. Although I think the strategy of United Spirits Limited to have same kind of bottles to bring consistency is good, but the packaging should be more attractive. Especially if the company thinks the name Four Seasons is worth it, then the label on the bottle should convey the same. It should contain some picture which can complement its name. As of now it is very simple and unattractive.

  •  Achievement wise, I think Four Seasons is the leading brand with highest number of awards in a very short span of time. But again the company is unable to send the message to the consumers.
  • Other important thing which I noticed is the sales teams from the companies are not specialized as they are handling many brand categories. But wine is a totally a different category, which requires in-depth knowledge and specialized sales person.
  • The most important aspect I came across is some of the brands are giving some offers and schemes to the retail sales persons and in turn the retail sales person are influencing the customers at POS (point of sale). This is working well as of now because the knowledge about Wine in Indian market is not up to the mark. Therefore, customers can be influenced very easily as compared to other segments.
  • In terms of Muscle power, I believe United Spirits Limited is capable enough to break the path and can be the future leader. But due to numerous brands and categories under it, the focus on wine segment is missing. But remember wine is the rising segment and has a lot of potential in it, keeping the eyes on the growth and changing culture in India.
  • If we talk about the visibility, I think Sula is the most visible brand, compared to that of its competitors in Kolkata market. So the saying “Jo Dikhta Hai Wo Bikta Hai” goes well with the brand.
  • Pricing is a key factor for many products. But I think price is not a huge factor when we are talking about wine, considering the consumer segment targeted and culture of wine consumption.

By going through the above mentioned factors, I think following strategies can help United Spirits Limited move up the ladder and compete with Sula –

  1. Should change the label on the bottle which can complement the name and can catch attention as well.

  2. Should form a specialized marketing team which will look after the Wine segment.

  3. Should provide some additional offers or benefits to the retail sales person.

  4. Improve visibility of the brand.

  5. Spread awareness among the retailers by conducting presentations frequently, in the absence of mass media promotions, retailers are the key points, who are in direct touch with the consumers.

  6. Should not extend the portfolio, otherwise it will confuse consumers as well as retailers.

  7. Provide offers to the premium consumers through digital and telephonic media.

Overall, it will be quite interesting to see the future course of action from the companies to penetrate into the Indian wine market. As of now we can say that, it is a slow start in a very dynamic market.

Author: Abhijit Sarkar

Abhijit Sarkar

He is pursuing PGDM in Marketing from IFIM B-School, Bangalore and currently working as an Marketing Intern at United Spirits Limited. Also worked at Bhushan Steel Limited, Angul for almost 3 years as an Assistant Engineer.