Published on March 10, 2014
SALES 4 STARTUPS RAMESH VENKATESWARAN 8 March 2014 1 Ramesh Venkateswaran
CURRENT ENVIRONMENT – CHANGING THE PLAN TODAY MARKET THE PLAN PLACE • Some Competition basics of selling • Speakers – • Global competition key sales lessons •Panel discussion • Shorter Product life cycles • Q & A and • Blurred boundaries – • product alternates and technologies eg. Steel/ • Wrap up Al /paper/plastics / paper ….. 0108 2
WHY DO ORGANISATIONS EXIST ? WHAT IS SELLING ALL ABOUT ? WHY AND WHEN PEOPLE BUY AND WHAT ARE THEY REALLY BUYING ? June 08 3 Ramesh Venkateswaran
THE CURRENT SCENE IN THE FLAT WORLD Globalization – no boundaries Basic products - identical Commodities are technologized ; technologies are commoditized Communication Awareness and education levels Changes in attitudes , expectations – promiscuous 4 Ramesh Venkateswaran
WHY DO ORGANISATIONS EXIST ? WHAT IS SELLING ALL ABOUT ? WHY AND WHEN PEOPLE BUY AND WHAT ARE THEY REALLY BUYING ? June 08 5 Ramesh Venkateswaran
SOME THOUGHTS ON SALES • Concept •Selling • Value • Price 6 Ramesh Venkateswaran
What is my product ? What is it supposed to do ? Basic requirement for selling – need ? June 08 7 Ramesh Venkateswaran
THE CONCEPT June 08 8 Ramesh Venkateswaran
THE CONCEPT • Why • What • How • For Whom June 08 9 Ramesh Venkateswaran
Possible situations for offering June 08 10 Ramesh Venkateswaran
June 08 11 Ramesh Venkateswaran
A more convenient shopping experience than crowded big box stores where the staff routinely ignored customers. …. The company’s ability to personalize a version of the website for each shopper based on his or her previous purchases. ……. Everyone would one day use the Internet at high speeds , not over screeching dial up modems and that the infinite shelf space of the Web would enable the fulfillment of the merchandiser’s dream of the everything store – a store with infinite selection The Everything Store : Brad Stone The EverythingStore : Brad Stone - p 41
Every time a new feature or product was proposed, he ( Jeff Bezos ) decreed that the narrative should take the shape of a mock press release. The goal was to get employees to distill a pitch into its purest essence, to start from something the customer might see. Bezos didn’t believe that anyone could make a good decision about a feature or product without knowing precisely how it would be communicated to the world and what the hallowed customer would make of it. The Everything Store : Brad Stone The EverythingStore : Brad Stone - p 176
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
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
Gillette Razor • 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 Ramesh Venkateswaran
Value – what’s that ? What is your product expected to do ? June 08 23 Ramesh Venkateswaran
TO PUT IT SIMPLY OUR PRODUCT CUSTOMER
TO PUT IT SIMPLY OUR PRODUCT CUSTOMER
TO PUT IT SIMPLY OUR PRODUCT VALUE ? CUSTOMER
TO PUT IT SIMPLY OUR PRODUCT COMPETITOR CUSTOMER
TO PUT IT SIMPLY CUSTOMER A OUR PRODUCT C B COMPETITOR
TO PUT IT SIMPLY CUSTOMER A B C OUR PRODUCT COMPETITOR
June 08 30 Ramesh Venkateswaran
To Conclude: SALES EFFECTIVENESS June 08 31 Ramesh Venkateswaran
Quality Effort Quantity Direction Results
WHAT IS PRICE ? Competitive Analysis • Differentiation Consumer Analysis • Segmentation Product / Service Positioning Marketing Strategy • Product • Communication • Distribution Competitive Offerings Perceived Customer Value Price Cost Profit 33 Ramesh Venkateswaran
Thank You !! June 08 34 Ramesh Venkateswaran
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