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Sales - Lead Conversion

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Prospecting to Closing the deal.

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Sales - Lead Conversion

  1. 1. Project: Prospecting, Pre-approach and Call Planning, Different Presentation Styles, Various Objection Handling & Closing Techniques SUBMITTED BY: GROUP 12 ALOK PAUL (13PGP060) UTPREKSHA (13PGP057) GEETA HANSDAH (13PGP079) ROHIT GARG (13PGP105) ANURADHA SRIVASTAVA (13PGP065) KALPENDRA MANU (13PGP026)
  2. 2. 2 Ingenico International India Pvt Ltd Company
  3. 3. 3Ingenico International India Pvt Ltd Company Ingenico Group offers the right, secure, smart and seamless payment solutions whatever the channel: in-store, online and mobile They provide merchants with an unrivalled cross-channel offer, covering the entire payment value chain
  4. 4. 4Ingenico International India Pvt Ltd Company  Ingenico operates in a B2B market scenario. Their main clients fall under the following three categories: Payment Service Providers (PineLabs, Innovati, MRL etc.) Integrators (Prizm Payment Solution, Atos Worldline etc.) Banks (SBI, Bank of Baroda, ICICI, HDFC, Axis etc)
  5. 5. Prospecting, Pre-approach and Call Planning  The prospect list contains all the banks in India and all the Payment Service Providers.  Integrators are not major buyers of the POS terminals but they act as influencers for the major clients such as the banks.  Payment Service Providers provide solutions to the merchants directly and buy directly from Ingenico (PineLabs have exclusive contract)  Ingenico mainly responds to the Request for Proposals which are proposed by the banks in newspapers and online medium to get their clients. 5
  6. 6. Type of Sales Presentation Used  Lead Generation Presentations:  Keeps the banks and other clients updated about their new products and technology incorporated  Major role in getting new deals from their established clients  Not used for new clients/prospects  Sent through mails to their existing client base 6
  7. 7. Type of Sales Presentation Used  Business Overview Presentation:  Exclusively used for new clients  Basic overview of the company and its product portfolio and services provided by them  Testimonials of past clients and awards won by the company to establish credibility 7
  8. 8. Type of Sales Presentation Used  Customized Presentation:  Similar to Business Overview Presentations but they customize it according to the Clients 8
  9. 9. Type of Sales Presentation Used  Solution Presentation:  Most important presentations and usually it is about the proposal  Mentions the details about the agreement which includes the AMC too 9
  10. 10. Type of Sales Presentation Used  Leave Behind Presentations:  Shared with the clients so that they can share it internally for information sharing purpose  Usually these presentations are very detailed 10
  11. 11. Gaining a new client or deal from existing client 11 Request for proposal by the clients Proposal provided by Ingenico If clients are satisfied, meetings are fixed and the proposal is presented in front of the decision makers All the Payment solution providers who meet the client's requires are selected for the final round In the final round all the qualifying payment solution providers are invited for the REVERSE auction Based on the auction the contract is provided
  12. 12. Objections  Service Objections  Do you provide with the software also along with the products?  In how many days can you provide us with the POS terminals?  Can you explain us in details about the AMC and warranty on the products? 12
  13. 13. Objections  Product Objections  What are the various ways by which the terminals can connect with the servers?  How is the connectivity of the terminals?  Can you elaborate on the other terminals which is part of your product line?  Company Objections  How are your terminals different from VeriFone's ? 13
  14. 14. Objection Handling Methods  LAARC/LAIR- Listen, Acknowledge, Assess, Respond, Confirm  These techniques used by sales team of Ingenico in response to the objections raised by client 14
  15. 15. Closing the Sale  Once the proposal is accepted by the clients the deal is closed  The selling of the terminals is a continuous process so they believe in maintaining a long term relationship with the clients 15
  16. 16. INTELLISWIFT COMPANY 16
  17. 17.  Founded in 2001 & led by technocrats  Offices in USA (CA, AZ & NJ) & India  3000+ employees globally  Industry Expertise – Retail, Hi-Tech, BFSI, Healthcare, Manufacturing, Telecom, Travel, Hospitality, Media & Education 17INTELLISWIFT COMPANY OVERVIEW
  18. 18.  Second largest private IT company  Top 5 in minority-owned businesses  Top 10 fastest growing companies  Strong focus on community, employees & green values 18INTELLISWIFT COMPANY OVERVIEW
  19. 19. Prospecting, Pre-approach and Call Planning  The sales team use various third party tools for lead generation  Cross sell their products and services to their existing clients  They have separate one pagers for the USA and the Indian market  There are a very few clients who respond to these mailers 19
  20. 20. Prospecting, Pre-approach and Call Planning  They respond to Request for proposal published by companies in online medium as well as newspapers  There are few customers who directly approach the company also  These customers usually are the ones who want website development for their companies 20
  21. 21. Type of Sales Presentation Used  Business Overview Presentation:  It is mainly used to showcase their capabilities, resources and credibility in the market  Snapshot of their presentation 21
  22. 22. Type of sales presentation used 22
  23. 23. INTELLISWIFT DIFFERENCE (Snapshot from Business Overview Presentation) Strategic geographical location enables 24X7 service offering and reduction in turn-around time due to time zone differences Offering full life-cycle software development and solutions to deliver a wide spectrum of projects Diversified talent pool and local availability of skilled experts to provide immediate scalability Meticulous planning and open communication with client thereby mitigating risks Vast experience with international offshore projects Offering optimized designs, on- time delivery, cost efficiency and customized solutions Huge Talent Pool of 700+ employees across North America and Asia 23
  24. 24. Acknowledge, understand and clarify requirements Source resumes from Intelliswift database, job boards, social networks, etc. Match technical skills experience and responsibility Meet or call candidate to discuss position, confirm availability, and evaluate Schedule a meeting for the client and the candidate Present candidate profile to client Shortlist candidate based on feedback Check professional references on LinkedIn as well as by calling managers in previous projects Conduct background checks (drugs test where needed) for selected candidates Check W2 information and other employability criteria and sign contract Greet candidate on start date with a quick start welcome kit Conduct regular evaluations and follow-up about performance SCREEN RECRUIT CLOSE Our team ensures seamless, flexible and customized staffing solutions STAFFING SERVICES: METHODOLOGY (Snapshot from Business Overview Presentation) 24
  25. 25. “Intelliswift’s extensive experience and deep expertise in Web Crawling and SEO/SCM ensured that our customers meet the mandated compliance levels and innovatively grow our revenue through partners and retailers . As one of CSC preferred vendors Intelliswift continually delivers a high quality of service. The response time to requests are outstanding and a dotted professional relationship has been built between the two companies. Intelliswift is a prime example of having a can-do attitude and always stepping up to any challenge. “ ” ” Example of TESTIMONIALS used in the presentations 25
  26. 26. “Contrary to prevalent practices in the industry it was a pleasant surprise that Intelliswift takes such good care of it's people who in turn are satisfied and productive. Intelliswift has been transparent and forthright throughout our engagements. Their team has accepted new challenges and exceeded our expectations. We highly recommend them as a trusted long term partner. “ ” ” Example of TESTIMONIALS used in the presentations 26
  27. 27. Type of Sales Presentation Used  Solution Presentations:  Usually used as a response to the RFP as Proposals  Presented by the technical leads who are part of the sales team  Intelliswift also have a staffing division  In that division presentations are presented by the marketing head in the sales team 27
  28. 28. Objections  Service Objections  Do you provide with the maintenance after the deployment of the solution?  How do you recruit the engineers and what is your bench strength?  Product Objections  Apart from website development, what are the other solutions you provide?  What are the technologies who have expertise in? 28
  29. 29. Objection Handling  Company Objections  How do you differentiate your company from the giants such as Infosys, Accenture and IBM ? 29
  30. 30. Objection Handling Methods  LAARC/LAIR- Listen, Acknowledge, Assess, Respond, Confirm  These techniques used by sales team of Intelliswift in response to the objections raised by client. 30
  31. 31. Closing the Sale  Once the proposal is accepted by the clients the deal is closed  The development of the solution has time frame of 3 months to over 1 years  During the development period the sales team do communicate with the clients to check satisfaction of the clients based on the phased deliverables 31
  32. 32. Bharti Airtel
  33. 33.  An Indian multinational telecommunications services company headquartered in New Delhi, India  Operates in 20 countries across South Asia, Africa, and the Channel Islands  Airtel has a GSM network in all countries in which it operates, providing 2G, 3G and 4G services depending upon the country of operation Bharti Airtel
  34. 34.  Airtel is the world's fourth largest mobile telecommunications company by subscribers, with over 275 million subscribers across 20 countries as of July 2013  It is the largest cellular service provider in India, with 192.22 million subscribers as of August 2013 Airtel is the Second largest in-country mobile operator by subscriber base, behind China Mobile Bharti Airtel
  35. 35. Prospecting  The top 500 corporates in India are their suspects but they have a predefined set of customers whom they call Listed Customers as they call their regular Targets.  The QFD(Qualifying Definition Filter) they use for converting suspects to prospects are the following whose actual limit depends upon the sector in which the suspect is operating, external factors and varies from client to client and is maintained confidential to the company :  Revenue  Market Size  Profitability  Past Transactions or relations held in the Past 35
  36. 36. Pre-Approach  Cold Calls Method:  Who makes this cold call depends upon the size of the business (of the potential customer )which is at stake  If the prospect is a multinational, The call can be made by the CEO himself else in all other cases the Business Development Manager (BDO ) calls 36
  37. 37. Pre-Approach  Response to Requirement (RPF) Method:  The RPFs can be sent directly to the company along with the other competitors  It becomes Visible from the newspapers and ads placed on Portals  Impanelled Vendors Method:  Who sit on the board of the customers 37
  38. 38. Presentation Styles  Customized Solution Presentation:  First three slides are dedicated to Airtel’s Credentials  Connections:  Information about its strength, its position in Indian as well as Foreign Market  Market share in different states  Solutions of Top 5 Clients:  They give a broad view of the problems faced and solution provided by them to their present 5 Top clients  This is done within the purview of the disclosure agreement. This is done to establish credibility 38
  39. 39. Presentation Styles  Customized Solution Presentation:  Infrastructure:  Numbers of Towers owned by them, no. of mobile sites, power network etc  Next 2 slides deal with their understanding of the customer requirement  Solutions:  what are Airtel’s Proposal ? technical descriptions, protocols or mediums, commercial part, cost calculations  Next few slides give the timeline-when they propose to give the first few then 50 % , then rest and a tentative timeframe of when the project will be completed  Next comes the Terms and Conditions for services given out by Airtel 39
  40. 40. Typical Process 40 Approach Prospect Get REPF Meeting of Account Manager with the CIO of the customer Sales Presentation Approval from customer Signing of Contract with the client Purchase order received
  41. 41. Objections  Service Objections:  The objection they face from the client is when the servers are down or the link doesn’t work for say five days at stretch which are basically service objections  In the standard cases these objections are raised to the Service Manager 41
  42. 42. Objection Handling Techniques Ticketing Method They handle objections by issuing Tickets and the tickets are taken up in the order of first comes first basis with the exception of major cases where immediate connectivity issue needs to be resolved and the people involved are in thousands 42
  43. 43. Tata Consultancy Services Limited 43
  44. 44. Tata Consultancy Services Limited Overview  Multinational information technology (IT) service, consulting and business solutions company headquartered in India  TCS operates in 46 countries  It is a subsidiary of the Tata Group and is listed on the Bombay Stock Exchange and the National Stock Exchange of India 44
  45. 45. Tata Consultancy Services Limited Overview  Largest Indian company by market capitalization  Largest India-based IT services company by 2013 revenues  TCS is now placed among the ‘Big 4’ most valuable IT services brands worldwide.  Ranked 40th overall in the Forbes World's Most Innovative Companies ranking, making it both the highest-ranked IT services company and the top Indian company.  It is the world's 10th largest IT services provider, measured by revenues 45
  46. 46. Prospecting  A list of suspects is created by identifying all the insurance companies; region wise  This is typically done by the Business Relationship Manager (BRM) who works at the client location  There is also a role of Client Partner who has all the data  They identify the major applications used by the client  The changes that need to be made 46
  47. 47. Prospecting  Prospects are those insurance companies that go through the Qualifying Definition Filter (QFD)  Such as all the Insurance companies that are using the traditional mainframe computers become ideal prospects where TCS can intervene and provide Windows Communication Services to make them more sufficient 47
  48. 48. Prospecting  The QFD varies from company to company but the basic parameters that go into designing the QFD are  Market structure of the Company  Position of the company in the sector in which it is serving 48
  49. 49. Pre-Approach  RPF Method:  The Business relationship manager talks with the delivery Manager, who is responsible for delivery technology, There he identifies the RFP, usually the RFP is submitted by various vendors  The various factors to be considered in this stage are:  The technology to be used  Resources required for coming up with a feasible solution  Costs involved are identified  Consultants and support 49
  50. 50. RFP is obtained Wait for Approval Bidding Starts Team Structuring Interaction of Business users on client side with business analyst of TCS Sent for approval to business unit Heads Wait for Approval Once approval is passed- they become client Team structuring happens to determine the number of employees that need to be taken from the onsite and the offsite location It includes building teams for loading. Handling. To Do s, logs, letters, documents, pre appraisal, Investigation and recovering, and segregating them into modules. 50
  51. 51. Objections  Most of the objections are related to the services related to  Time Complexities  Service Objects  Loading  If there is 100 % efficiency then what would be the idle time  Memory Usage of Applications 51
  52. 52. Objection Handling Method  Issues are raised to the solution architect team, defects are usually uploaded on TFS (Team Foundation Server), the central portal  The service problems also go to the solution architect who resolves them through performance tuning 52
  53. 53. Name of Organisation: Phoenix Education Person Contacted : Mr. Nitin Singh Designation: Sales Head Overview: Phoenix Education is a company based out of Delhi. It was started to cater to the education sector especially to schools and colleges. The company IT solutions to schools and colleges which enables brings technology to the classrooms. The company has various competitors, one of the major competitors is Educomp. The solutions provided by this company and Educomp are somewhat similar and hence the company faces stiff competition from this large player. It operates in the Delhi – NCR regions mainly.
  54. 54.  Prospecting: The company has various criterion for selecting a prospect. The company has the limitation that it can serve to customers only in the Dehi – NCR region. Hence location of the prospect becomes an important criterion.  The company divides the institutes in four categories – viz. Category A+, Category A, Category B and Category C. The criterion behind segregating the institutes in these categories is the fees charged by the institute.  The company believes that the higher the fees charged by an institute, the higher will be the willingness of the institute to pay for the solutions offered by the company. The Sales Team of the company then selects the institutes that fall under the categories – A and B. It excludes the category A+ because these institutes would want highly customized packages for them which are high in technological innovation. 54
  55. 55. 55 Ability to Pay Decision making power of the authority Need for the company's products
  56. 56. Pre Approach Before a call is made to the prospect by the sales officer, important information about the prospect is gathered. This includes, the number of students in the institute, the reputation of the institute etc. 56
  57. 57. Call Planning The sales team after the Pre-approach work, groups the prospects into a list based on approachability. The ones who are situated closely are grouped together. After the grouping is done, the sales team calls the institutes and tries to fix appointments with the institutes. They try to fix the appointment of all the prospects who are in the same group. 57
  58. 58. Different Presentation Styles  Product Overview Presentation: Once an appointment is fixed the sales person goes to the institute in which the appointment has been booked. Sometimes it happens that the requisite person is not available in the institute or the person might not have sufficient time for a complete presentation. In that case the sales person introduces the company and the products of the company in some detail depending on the time available to the sales person. The sales person also leaves his card and a written document about the company and the products offered by the company with the person whom he meets and asks for any other possible time in which he would be able to show a detailed presentation to the institute. . 58
  59. 59.  Complete Presentation: Once a final meeting for the presentation is fixed with someone who has good authority in the institute such as the institute principal or the dean or the governing bodies. They are given a complete presentation regarding the company and the products that are provided by the company. In the presentation the benefits of the products and the ways in which the products will bring value addition to the client are emphasized. The pricing and the techniques of delivery once the presentation is made. After the presentation is over, a round of negotiations generally occur in which objection handling is performed. 59
  60. 60. Types of Objections  Product Objections:  What is the need of the product for the institute?  The product is not required by the institute.  We do not see good benefit in the product.  Price Objections:  We have tight budgets and cannot afford your products  Your products are priced very high  Company Objections:  We cannot trust a new company.  What is the guarantee that you will give us what is promised. 60
  61. 61. Techniques used by the Salesperson  LAARC/LAIR- Listen, Acknowledge, Assess, Respond, Confirm  This technique was used by the Salesperson to respond to the objections of the client.  Price reduction – Special discounts were given by the salesperson to the client if the client is objecting to the price of the product. 61
  62. 62. Closing the Sale  After the negotiation is completed, the salesperson requests for the adequate time on which the technical time would come to deliver the product. As per the terms of the clause, the payments would have to be made either before the delivery or after the delivery. This was left upto the discretion of the client as per his convenience. 62
  63. 63.  Name of Organisation: Somany Ceramics  Person Contacted: Mr. Amit Gupta  Designation: Area Sales Manager  Overview  Somany Ceramics is one of India’s Top ceramics tiles, sanitary, bathroom and kitchen fittings provider.  The company has a pan India base and serves a large number of clients both commercial and retail.  The company has an extensive sales network and has been winning large contracts through the sales team. 63
  64. 64. Prospecting  The company has divided the complete region in which it has presence into various Territories. Each such territory comes under sales managers. The sales person considers every Architect, Builder, Contractor, Turn Key Contractor present in the territory as the prospects.  The sales manager stays in touch with the existing builders, architects to know about the new builders and contractors coming up in the region. Some contractors of the company in the Delhi region are – Ahuja Builders, Kashyap Builders. Also any interior designer present in the area is also a prospect of the sales manager.  The sales manager keeps a track of any building which is under construction be it a school, a hospital, a township, flats or office complex. 64
  65. 65.  Pre Approach- After a prospective construction site is identified, it is important to know about the type of contract of the building. It can either be a Builder owned, a contractor or a turn-key contactor or an individual owned site. In case of each type of ownership, different persons need to be contacted who have the authority to take the decision.  For a builder owned site – the Architect is the most important person to be approached.  For a contractor owned site – the Contactor himself is the most important person to be approached.  For an Individual Site – the Individual himself needs to be approached. 65
  66. 66. Call Planning  After the right person to be contacted is identified, appointment is taken from the requisite person regarding the meeting. In the call, the sales person introduces the company, tells about the Brand Value of the company and the willingness is expressed to introduce the products of the company for the new project of the client. Generally in most of the cases, time is provided to the sales person as the client itself is willing to see the products offered by the client. 66
  67. 67. Different Presentation Styles:  Known Architect/Contractor: In case the architect is known to the sales person then the presentation is not given, rather the products are introduced through an informal conversation. The architect is asked to put the name of the company as one of the company to be considered for consideration in the Information of Records. The estimated quantity requirements, type of tiles requirements, and other specifications are mentioned in the Information of Records.  Domain Specific Presentation: This presentation is specific to a particular line of products. This presentation is given in case the builder/architect is new in the area or in case a known architect/builder/contractor asks for the presentation specifically. The sales manager himself goes to deliver the presentation at the client’s end and takes a catalogue of the product in which the designs and specifications of the tiles are shown. The sales manager also informs about the price of the product to the client.  Division wise presentation: This presentation type is given in the case where a client requires tiles as well as some other products of the company for example the client may be interested in tiles as well as bathroom and sanitary fittings. This type of presentation is given by a person from corporate sales department who has knowledge of all the product belonging to the different verticals of the company. 67
  68. 68. Various Objections:  Product is not available: The client raises the objection that the product that he wants is not available with the company at present.  Price Objections: The client raises the concern that he is getting similar products at better prices from other competitors.  Quality of the product: The tiles sometimes might have breakages, bend or some rupture. 68
  69. 69. Objection Handling Techniques:  Product Objections: The product objections are handled by showing an alternate range of product to the client and getting approval for the same.  Price Objections: In most of the cases, to avoid price objections from the Builders, the architect is paid an advance commission so that the architect himself recommends the products of the company.  Product Quality Objections: These are handled in two ways  Pre-laying: If a defect is detected in the client before it is laid on the floor, then the defective pieces are replaced by the company. Replacement is allowed only within one month of the delivery of the product.  Post-laying: If defect is detected after laying of the tiles then in that case the sales person tries to resolve the situation amicably and offers the client the amount difference that he suffered in the defective tiles. If still the client doesn’t agrees, then the client is asked to take the legal route and matter is taken to the court. 69
  70. 70. Closing of Sale:  After the products are decided by the client, he asks for the budget of the total delivery. The budget is given to the client and he gives a Post-dated cheque to the sales person for the delivery of the product. The products are then shipped to the client and payment is exercised. In some cases, the clients are also given some credit depending on the relationship of the client with the company. 70
  71. 71. Connecting Dots Technology Systems Pvt. Ltd 71
  72. 72. Company Overview  Connecting Dots is a Full Service Ecommerce and Web Development Company  These are also one of the Magento Partners and have done some awesome work on e-Commerce globally  The strength of the company lies in conceptualization and innovative solutions to complex needs  It has vast experience of developing complex scalable e-Commerce portals, Market places, B2B stores, stores with deep customizations and back end ERP integrations  The company works in a B2B market scenario and its main clients include:  The Beirre Club (Bangalore, India)  Christy Towels, Part of Welspun Group (London, UK)  Win Shape (Atlanta, US) 72
  73. 73. Prospecting  The prospective list is formed from personal contacts and the INC 500 list in which the company has the annual revenue ranging from ($5 - $20) million  These companies includes mostly web-development companies, e-commerce websites and start-ups from India, U.K. and U.S. 73
  74. 74. Pre-Approach  Cold Calls Method:  Depending upon the size of the organization and the industry of the potential customer cold calls are done by different person  If the organization is very big then the CEO himself does the cold call otherwise someone who has better knowledge about the prospect’s industry or the required sector where the problem lies (for e.g. related to web development, e-commerce portals, consulting etc.) 74
  75. 75. Pre-Approach  Statistics and Survey Results:  For the companies seeking digital marketing various survey results and statistics are provided to the prospective companies using various online tools  These results and statistics are sent to these companies in the form of a report showing their positive points, where they lack, what are its negative effects on their company and suggesting various methods and schemes by which they can improve with the help of Connecting Dots 75
  76. 76. Pre-Approach  Website referrals:  Referrals are great because you don’t have to work so hard or spend so much to make the sale  The new prospect comes ready-primed knowing that you do a good job and are trustworthy  The best business usually comes from the existing clients who have mentioned company’s name or passed on details to their friends or colleagues because they are happy with the service 76
  77. 77. Presentation Styles The sales presentation is mostly done by the CEO itself unless a particular problem in any technical area is supposed to be addressed  Problem Solving Presentation:  This is a two-step presentation method  The first stage is to study the individual prospect’s needs and the second is suggesting a proposition  Thus helping the prospect to solve the problem  The CEO asks the prospect about the requirements and accordingly, he proposes a specific policy, its advantages and benefits  Similar methods are also used in web development and management consultancy assignments relating to all functions or customized products 77
  78. 78. Presentation Styles The sales presentation is mostly done by the CEO itself unless a particular problem in any technical area is supposed to be addressed  Planned presentation:  The training and technical department provides a format and the CEO then writes explanations, descriptions and illustrations  The advantage of this presentation method is that it appears more conversational and less formal, as the CEO is using his own wordings  As a result, in this presentation method the prospect also gets involved and his doubts and questions can be carefully handled. 78
  79. 79. Most of the objections are related to:  Services  Time complexities  Benefits  Price Objections 79
  80. 80.  Objection Handling Methods:  Pre-empting: Handle them before they happen  Re-framing: Change their cognitive frame  LAARC: Listen, Acknowledge, Assess, Respond, Confirm Objection Handling Methods 80
  81. 81. Getting customer’s approval on the written proposal containing the terms and conditions and budget is the primary technique used for closing the sales call Closing The Sale 81
  82. 82. 82 Social Seety
  83. 83.  Social Seety is a Mumbai based digital organization  Specializes in providing social media solutions for brands  Enhancing consumer experience on digital medium is their key focus  Their core expertise lies in Social Media Marketing, Websites, Applications, Twitter Campaigns and Advertisement  Within 2 years of time frame they had done more than 80 campaigns. Company Overview 83
  84. 84.  Some of their key clients are : Company Overview 84
  85. 85.  A customers list is formed by the personal contacts and the top corporates in India  Especially those whose headquarters is located in Mumbai who require Social Media Marketing or Advertisement related solutions  These are the suspect list  These suspects are converted into prospects using the following QFDs whose actual limit depends upon the sector in which the suspect is operating, external factors and varies from client to client and is maintained confidential to the company:  Revenue  Market Size  Profitability  Past Transactions or Relations Prospecting 85
  86. 86.  Cold Calls Method:  Clients servicing team makes cold calls to the brands which are the prospective customers and need an agency for advertising and Digital Marketing Pre-Approach 86
  87. 87.  Call Planning Method:  The Clients servicing team and the sales team based on customer’s profile prepared during the pre-approach stage prepares objectives for what discussions to be carried out with the prospect for sales  They give them a brief profile and then send them a power point presentation slides of the company which has the following things:  The company’s case studies and success stories  How can they be benefited  The USP which other companies can't give and their core competencies Pre-Approach 87
  88. 88. Once they get a pitch, the social media or any concerned team along with the creative team brainstorm on ideas for the brand based on their requirement and then the presentation given to the customers are as discussed below:  Customized Presentation:  If the brand agrees then they give them a sales pitch power point presentation with the ideas for their brand, how they will carry out it and the time frame required for the project  Sometimes they also use aids like charts, video films, prototypes etc. to gain the attention or explain or demonstrate difficult concepts Presentation Style 88
  89. 89. Once they get a pitch, the social media or any concerned team along with the creative team brainstorm on ideas for the brand based on their requirement and then the presentation given to the customers are as discussed below:  Organized presentations:  This presentation is done to gain trust and relationship of the customer during follow-up if the customer seeks more time for the deal  This involves customized conversations depending the need and requirement of the customer Presentation Style 89
  90. 90.  Objection Handling: Most of the objections are related to:  Budget base  Awareness  Launch plans  Conversion rate  Brand building Objections 90
  91. 91.  Objection Handling Methods:  APAC: Acknowledge; Probe; Answer; Close  LAARC: Listen, Acknowledge, Assess, Respond, Confirm  LAIR: Listen, Acknowledge, Identify objection, Reverse it  Pre-empting: Handle them before they happen Objection Handling Methods 91
  92. 92.  Closing the Sale:  If the customer likes the proposal then a contract is formed on the basis of time duration viz. 1 month / 3 months/ 6 months / a year or sometimes based on a project and thus the sales call is closed Closing the Sale 92
  93. 93. Tata Steel Limited
  94. 94.  Tata Precision Tubes – for the Auto, Boiler and Engineering segment.  Tata Precision Tubes has a comprehensive sales and distribution network across the country  Clients of Tata Precision Tubes in the automotive sector include market leaders such as Maruti Suzuki, Hero, Honda, Mahindra, TVS, etc. OEM clients include corporate giants like Alstorm, BHEL and Thermax  Some of the actual users of boiler tubes are NTPC, Tata Chemicals, WBPDCL, etc. Tata Steel Ltd. primarily does a B2B sales to a large number of buyers Company Overview
  95. 95. Prospecting  While prospecting the sales team generates sales lead constituting of organizations who might purchase the product  Tata Steel Ltd. grooms the sales team in such a way that it is ensured that prospect list has the organizations which have the potential to buy the product  They then evaluate the sales leads to determine the true prospects for their product 95
  96. 96. Prospecting  This is usually done by evaluating the lead on three parameters. The following questions are kept in mind while qualifying a prospect or rejecting the lead:  Do they have a need of the product?  Do they have the budget to purchase the product?  Does the person being contacted has the decision making power for the deal? 96
  97. 97. Money Authority Desire 97
  98. 98. Pre-Approach  Tata Steel Ltd. as an organization fosters productivity of employees in all aspects  To ensure productivity of sales team, they put a lot of stress on prioritizing the sales prospects  Profiling:  The sales team creates customer profiles for all prospects and then on the basis of the profitability  Categorization:  They are categorized into three catogeries : A+, A, A-  The sales team is expected to spend more resources on the prospects in category A+ rather than A- 98
  99. 99. Pre-Approach  The product which is being sold by the sales team is used as input material by the organizations and hence the process further remains almost same  Thus, overall in this case the buyers needs are the same 99
  100. 100. Presentation Styles  The presentation given to the customers are as discussed below:  Canned presentations:  In the very first meeting with the customers the core presentations which is usually memorized by the sales team is presented  The sales call is scripted based on the customer profile  The main intention is to arouse the interest in customer’s mind and heat the customer  The primary intent is to close the sales deal in this step 100
  101. 101. Presentation Styles  Organized presentations:  This presentation is done to gain trust and relationship of the customer during follow-up if the customer seeks more time for the deal  This involves customized conversations depending the need and requirement of the customer 101
  102. 102. Presentation Styles  Written Proposal:  This is the written proposal which contains all the clauses of the sale of the consignment  This document contains all information which will answer all the queries of the customer  The terms and conditions for sale, the support and maintenance to be provided after sales and other legal implications of this sale is explained in this document 102
  103. 103. Objections Handling  Barrier Objection:  This is the most common type of objection the organization sales team faces  The Tata Steel Ltd. Sales team faced this objection if they were late for any appointment slightly  The customer is not ready to confront the team and even refuses to listen to the sales pitch of the team  For this type of objection the team is trained to create interest by offering something unimagined 103
  104. 104. Objections Handling  Brush –Off Objection:  In this type of objection the team faces a situation where in the customer is delaying taking the decision by making excuses  The sales team then coaxes the customers and gets at least a commitment of buying a sample from the customer 104
  105. 105. Objections Handling  Price Objection Method:  In this type of objection the customer is price conscious and raises similar concerns for the product  Such a objection is countered by the sales team by convincing the customer of quality, durability and overall value derived by the product 105
  106. 106. Closing the Sale Getting customers approval on the written proposal is the primary technique used for closing the sales call 106
  107. 107. Saint Gobain 107
  108. 108. Company Overview  Saint-Gobain Glass India is a subsidiary of Saint Gobain that manufactures and markets solar control glass, fire resistant glass and other various types of float glasses in India  Saint-Gobain Glass India has its manufacturing plant at Sriperumbudur, 40 kilometres (25 mi) from Chennai. 108
  109. 109. Company Overview  Main Customers:  Ceramic industry, Metallurgy – non-ferrous (Copper and Aluminum), Foundry and Iron & Steel, Energy and Heat treatment  In the domestic market there are two major manufacturers (including GNO) for silicon carbide refractories  The key requirements for success in the industry are technology and consistency in quality 109
  110. 110. Prospecting  The prospecting projects from the point of view of sales is done by creating a large database of the projects, whether they are potential or not, and then filtering them afterwards based on the requirement from project to project  They name them as 'prospecting Projects' 110
  111. 111. Pre-Approach  Saint Gobain does the pre-approach for a sales project by preparing a project specific presentation for that client and then putting the requirements of the clients in front of them in the organization's way  The customers tend to open up by this way and provide the right sales requirement 111
  112. 112. Call Planning  Call Planning is done by putting a prior mail to the client  The mail explains the agenda of meeting and also informs about the project which is going to be executed in future 112
  113. 113. Presentation Styles  The primary presentation style used in the organization is as under:  Planned presentation:  The training a format is followed and the sales team then writes explanations, descriptions and illustrations  The advantage of this presentation method is that it appears more conversational and less formal, as the sales team uses his own wordings  As a result, in this presentation method the prospect also gets involved and his doubts and questions can be tactfully handled 113
  114. 114. Objection Handling Techniques  During the presentations to the client , various questions and objections are raised. As far as competitor are concerned , the sales team avoid taking the name of competitor directly and gives a generalized answer  The following tactic is used mainly in handling the objections:  LAARC: Listen, Acknowledge, Assess, Respond, Confirm 114
  115. 115. Closing the Sale  The deal is closed by doing negotiations twice or thrice maximum  Sometimes the decision makes go along and close the deal after doing the negotiation considering Cost Benefit Analysis 115
  116. 116. Thank You !! 116

Editor's Notes

  • Moved “Second largest private IT Co ……….. Top 10 fastest growing companies” to the bottom.
    Rephrased: Industry Expertise – Retail, Hi-Tech, BFSI, Healthcare, Manufacturing, Telecom, Travel, Hospitality, Media & Education
    Centers of Excellence – Enterprise Applications, Mobility/Collaboration, Big Data/BI, Staffing Services & Cloud Solutions

    Regrouping the Logos
  • Moved “Second largest private IT Co ……….. Top 10 fastest growing companies” to the bottom.
    Rephrased: Industry Expertise – Retail, Hi-Tech, BFSI, Healthcare, Manufacturing, Telecom, Travel, Hospitality, Media & Education
    Centers of Excellence – Enterprise Applications, Mobility/Collaboration, Big Data/BI, Staffing Services & Cloud Solutions

    Regrouping the Logos
  • Moved “Second largest private IT Co ……….. Top 10 fastest growing companies” to the bottom.
    Rephrased: Industry Expertise – Retail, Hi-Tech, BFSI, Healthcare, Manufacturing, Telecom, Travel, Hospitality, Media & Education
    Centers of Excellence – Enterprise Applications, Mobility/Collaboration, Big Data/BI, Staffing Services & Cloud Solutions

    Regrouping the Logos
  • Deleted the slide after this: Business Sectors slide
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