Sales For Start-ups By Prof Ramesh Venkateswaran
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Transcript of Sales For Start-ups By Prof Ramesh Venkateswaran
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1 Ramesh Venkateswaran
SALES 4 STARTUPS
NSRCEL : IIM BANGALORE
RAMESH VENKATESWARAN7 APRIL 2012
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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
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June 083 Ramesh Venkateswaran
WHY DO ORGANISATIONS EXIST ?
WHAT IS SELLING ALL ABOUT ?
WHY AND WHEN PEOPLE BUY
AND WHAT ARE THEY REALLY BUYING ?
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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
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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
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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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7 Ramesh Venkateswaran
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
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THE CHANGING ENVIRONMENT
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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
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Ramesh Venkateswaran
Addidas I - Microprocessors
• 5 million calculations per second
• Adjust the heel and sole for off road, trail running , pavement etc.
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Ramesh Venkateswaran
Gillette Razor
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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
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June 0815 Ramesh Venkateswaran
WHY DO ORGANISATIONS EXIST ?
WHAT IS SELLING ALL ABOUT ?
WHY AND WHEN PEOPLE BUY
AND WHAT ARE THEY REALLY BUYING ?
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16 Ramesh Venkateswaran
SOME THOUGHTS ON SALES
• Selling
• Value
• Price
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QualityQuality
QuantityQuantity
DirectionDirection
COMPONENTS OF SELLING
EffortEffort ResultsResults
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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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19 Ramesh Venkateswaran
10 % Create rapport
20 % Qualify
40 % Close
30 % Present Solution
THEN
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20 Ramesh Venkateswaran
40 % Relationship and Trust
30 % Identify Needs
10 %Close
20 % Present Solution
NOW
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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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22 Ramesh Venkateswaran
Competitive Analysis• Differentiation
Consumer Analysis• Segmentation
Product / Service Positioning
Marketing Strategy• Product• Communication• Distribution
Perceived Customer Value
Price Cost
Profit
CompetitiveOfferings
WHAT IS PRICE ?
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June 0823 Ramesh Venkateswaran
Thank You
Have a Nice Day !!