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No more push of sales


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Sales steps

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No more push of sales

  1. 1. by Ragavendra Prasath No more push of sales!
  2. 2. Contents • Some data on customers • Customers what they do • What customers want • Rethinking the 4Ps with SAVE • SAVE Demystified! • Value Innovation • ERRC Grid • Strategy Canvas • 3 types of Non-customers • Few Tested sentences that sell
  3. 3. Some data on customers • 1 out 26 customers will share the negative comment to you. – (unknown) • Purchase decisions are made in 10 – 15 seconds. (Mckinsey) • 80% of companies believe they deliver a superior customer experience, but only 8% of their customers agree,. - Bain & Company • If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000. – Jeff Bezos • Soon everyone on Earth will be connected. i.e. 5 Billion more people – The New Digital Age
  4. 4. Some data on customers
  5. 5. Customer what they do • Have always valued opinions expresses directly to them. (Or) Word of Mouth • Google it • Compare • Review
  6. 6. What customers want • Value for money and Value for many • More things for less price
  7. 7. Rethinking the 4Ps with SAVE
  8. 8. SAVE demystified! Define offerings by the needs they meet, not by the their features, functions or technological superiority Develop an integrated cross channel presence that considers customers’ entire purchase journey instead of emphasizing individual purchase locations and channels Articulate the benefits relative to price, rather than stressing how price relates to production costs, profit margins or competitors’ price Provide information relevant to customers’ specific needs at each point in the purchase cycle, rather than relying on advertising, PR, and personal selling that covers that water front
  9. 9. Value Innovation! Adopted from Blue Ocean Strategy
  10. 10. ERRC Grid (or) 4 Action framework! Adopted from Blue Ocean Strategy
  11. 11. Strategy Canvas Adopted from Blue Ocean Strategy • Focus • Divergence • Compelling tagline
  12. 12. Strategy Canvas……(contd) Adopted from Blue Ocean Strategy
  13. 13. 3 types of Non-customers Adopted from Blue Ocean Strategy
  14. 14. Tested sentences that sell 1. First ten words are more important than the next ten thousand. 2. Don’t sell the steak – sell the sizzle. 3. Don’t write – Telegraph 4. Say it with Flowers 5. Don’t ask if – ask which! 6. Watch your bark! Adopted from Elmer Wheeler’s Tested sentences that sell
  15. 15. Don’t sell the steak – sell the sizzle. • Example – Vacuum Cleaner selling – Don’t sell price tag – sell less back ache – Don’t sell construction – sell labor saving – Don’t sell motor – sell comfort – Don’t sell suction – sell rug
  16. 16. Don’t write – Telegraph • Get IMMEDIATE and FAVORABLE attention – The Grit removers take out dirt you never know you had – You may forget to clean the bag, but the Time-to-Empty Signal wont forget to remind you
  17. 17. Say it with – Flowers! • Prove your statements an mean it. I.e. SHOWMANSHIP – SEE – FEEL – TOUCH – HANDLE • Run cleaner under table, point to dirt finder, turn switch on and off light and say – It sees where to clean – and its clean where’s it’s been
  18. 18. Don’t ask if – ask which! • Always ask a question that gets the answer you want. • Ask what, when, where or how much he wants to buy. Not if – but which ! • Questions get the answers you want! – You like this feature, don’t you? – That’s neat, isn’t it? – Which of these do you prefer? – How do you prefer paying, weekly or monthly? • Questions wont get the replies you want! – Could you afford the better priced one? – How about it? – Shall I demonstrate this to you?
  19. 19. Watch your bark! • VOICE is the ‘carrier’ of your message. • Finest ‘sizzle’ that you telegraph in 10 seconds, with a huge bouquet of ‘flowers’ and lots of ‘which’, ‘when’, ‘where’, and ‘how’, FLOPS if the voice is FLAT. • Smile when you say these! – ‘This will shorten your cleaning time by hours’. – ‘You have only one back – one life to live’
  20. 20. Thank you!
  21. 21. Strategy Canvas – Southwest Airlines • Focus – Friendly service, Speed, Frequent point to point departures • Divergence – Meals and Business class lounge • Tagline – The speed of plane at the price of a car – whenever you need it
  22. 22. Why should we use BOS !