Sales Strategies: Consultative, Creative, and Technical

Introduction to Marketing and Sales

• Marketing and sales are the target of study for class IX students
• Study material is available for class IX students

Acknowledgements

• The content was developed with contributions from multiple authors and educators.
• R.G. Saxena served as convener and author of the text

Curriculum Overview

• Unit I introduces fundamental marketing concepts such as the definition of marketing, its importance and the concepts of utility, the definition of sales, and the role of sales in business.
• Unit II explores the concept of a market, including what constitutes a market, market types, types of demand, and direct vs. indirect forms of competition.
• Unit III deals with the basics of Sales and selling, the definition of selling, the types of selling, sales person functions, and types of sales like agency, agent, service, and missionary.
• Unit IV covers the understanding of customer and consumer, including how selling relates to buying, factors affecting buying, buying motivations, the distinction and types of consumers (business vs. individual), and the differences in business vs. individual buyers.
• Unit V outlines activities in sales and marketing such as order taking, delivery, processing, collection of money, daily sales reports, and roles of marketing and sales professionals.

Preface - India's Youth and Need for Skilled Manpower

• India's large youth population can accelerate growth with 60% being between ages 16-29. As of the census 2011, 7.8 million children work while attending school, while 84 million do not attend school.
• Most Indians entering the workforce are untrained, leading to unemployment in both organized and unorganized sectors.
• India faces a shortage of skilled manpower and aims to train 500 million people across various sectors by 2020.
• Vocational courses have been designed by CBSE to address this need.
• The vocational course aims to create competent skilled manpower.
• It targets school dropouts aged 8th-12 graders or neo-literates.

Marketing and Sales - Session Overview

• Unit I is to have 4 sessions, focusing on definition, importance, and sales as function.
• Session 1 focuses on defining marketing which enables learners to state the definition and meaning of marketing also understand marketing concepts and their management.
• Session 2 explores the importance of marketing in business, with learners explaining and analyzing marketing's importance in relation to consumers, society, and organizations.
• Session 3 focuses on sales as function.
• Session 4 delves into the importance of the selling function, with learners able to describe and analyze the importance of selling in closing a sale.

What is Marketing

• Marketing is the performance of business activities that direct the flow of goods from producers to consumers or users.
• Marketing includes all activities that effect changes in the ownership and possession of goods and that provide services.
• As per Philip Kotler, marketing is a social and managerial process where needs and wants are met, and products of value are exchanged with others.
• If Kotler's definition is analyzed, marketing involves;
  • Discovering and translating consumer needs in order create new products and services.
  • Creating demand for these products and services
  • Serving consumer needs and demand
  • Expanding the market even in the face of keen competition

Aim of Marketing

• The general aim is to have a regular flow of goods among customers.
• It has a definite target to maintain customer satisfaction.
• Businesses achieve this by conducting responsible activities while sticking to clear cut concepts.

The Four Clear Cut Concepts

• The product concept is the oldest concept of product creation guiding producers.
• The producers believe if the product is good and reasonably priced, it will fetch or attract many customers.
• Quality products attract many customers without marketing efforts.
• Product-oriented companies often design their product with little or no consumer/ customer inputs.
• However, such concept does not remain profitable in the long run
• Companies must design, attractively package, reasonably priced products and placed in proper distribution channels.

Selling Concept

• The Selling Concept presumes that the customers will not normally buy unless they are approached and convinced.
• Consumer satisfaction is secondary, hence consumer should be approached with efforts and approached aggressively.
• This concept is geared towards goods which customers don't normally buy, like insurance etc
• The goods are tracked down the target segment and sold aggressively on the virtue of the product benefits.

Marketing Concept

• Under this concept the organization determines the needs, wants and desires of the buyer's market.
• Steps are finally taken to deliver the desired satisfaction most effectively and efficiently.
• The organization believes it can win the loyalty of its customers only by giving them satisfactory services.
• Winning the confidence of customer is equal to fulfilling goals of the organization.
• Three questions should be asked to yourself or to your organization in order to implement this concept
  • Target market?
  • target market's needs?
  • How can a value proposition be delivered?

Social Marketing Concept and Importance

• Social Marketing concept becomes difficult to establish because it demands proper organization skills.
• There is a focus on individual satisfaction by providing quality products and reasonable prices in order to maintain the customer.
• This attitude encourages customers, achieves profit and improves satisfaction.
• For example, if a company produces a petrol vehicle that spreads much pollution, there will not be social welfare, just consumer satisfaction.
• Two elements are included under social welfare - high human life level and zero pollution free atmosphere.
• This also helps their marketing towards consumer satisfaction and social warfare.

What is the importance of marketing

• Businesses in the present day cannot exist without marketing.
• Important for business enterprise as a source of revenue.
• Important for customer to satisfy their needs and desires and improve the standard of living.
• Important for society in order to assess the habits and feelings of customers and to produce desirable goods and services.
• Standard of living will depend upon the purchasing of power of each class of people.

Marketing and Society Considerations

• Marketing provides opportunities for employment as it involves activities like buying, selling, warehousing, transportation, and finance.
• Marketing is a very important role in balancing both demand and supply, contributing significantly to the country's stability and economic success.
• Marketing creates utility via ownership, location, amount and also offers ownership by helping the exchange of goods.
• The consumer needs and wants are greatly satisfied by the important distribution role in providing goods/services.

Marketing Modern Economy - Organisation

• Having good marketing is a key ingredient for profit.
• The entrepreneurs must decide according to the changes in demand, price, etc.
• Marketing is an aspect in today's dynamic environment.
• Marketing have become a source to understand, guides, and policies in various organisations.
• Marketing gives space for an understanding of demand and measures what should be made available and how.

Concept Of Utility

• The consumer always has an estimate of utility to satisfy her needs.
• When consumers chose a product, the products will be ranked to least vs most need to satisfying.

What Is Sales

• Sales is a vital sub-system of marketing management.
• Both sales and marketing are used as they compliment each other.
• However, they require different skills and are very different functions.
• In simple but general terms, the sale occurs assets are exchanged for money between the company and seller.
• An agreement between buyer and seller over a security price.
• Sales = Sell what's in Stock, and job of the sales team is selling those things in stock which is their responsibility.
• Marketing = Align with the customers now.

Marketing, the organisation and sales

Sales is seen from the inside and goes toward the customer.

• There is entirely focus on sales and the revenue which will be achieved by the month or quarter.
• Key marketing is a key understand of marketplace from their perspective of customer.
• To help organize direct segments where company can profitably compete and help organization see how it needs to improve offerings for a channel.
• With the best hunter, they cannout bring home dinner if they're shooting blanks at decoys.
• This knows markets are rapidly changing and it's to be expected the changes and help hunters would know and provide them right equipment.
• Focus should be only on delivering ammunition nobody will see where must hunt next instead of doing next.
• To achieve this, focus on providing the now and bring the today's business.

Why is sales important?

• No matter how good the production, technology or how tight or progressive the finances is, a sales mechanism should be in place or everything else will be entirely be useless.
• A organisation has numerous departments can is designed for directing product and overseeing distribution.

Why a Sales Organisation Is Needed

• Is required across pretty much all of an business sector of an any business firm.
• They the very well strategically prepared a decent sales organization to achieve optimum success.

A small firm and its structure

• A small the business won't ought to have a lot of structure.
• However the corporation grows, it'll be due to the large scale production or markets etc.
• The following factor that require for the business :
  • To to to in anticipation of demand which has must be buy
  • To to To to produce goods for well run by tradesperson.
  • Executed with by no delay.

Customer care with good organisation

• Good actions has to be acted in any complaints being been given from their customer.
• Very good collection with any sells if the any exists one.
• In this type of the organisation this will need the sales manager's ideas which may be has action for planning, of tradesperson and also this may supplies by well on there implementing it.
• An type of the power on to which has the energy of devote and and then this needs organising to sales department.

Learning Objectives - Overview of Market

• After reading the text should be able to understand concept of, know importance and appreciate market and service of product.
• Know the definition of market, Marketing can be the failure to success a lot of companies. In simpler definition, an is consist of all potential or would by to that will needs and market..

What is a market

• To obtain desired product it's important to exchange it, as well.
• Two people have it they can and they also the the the the the the the to to in order.
• Has very something which benefit the can. Has have the intention enter by enter by into can.

Market

• The shows that is can for. The are One by product with market
• Most can to and with Senior disabled and for that, need what will sell by product you all also in.
• Market that share one or has relatively products.

Examples of Industries That Can Have a Wide Market

• Laundry Soap
• Low grade toilet soap
• High quality products like Dettol
• Industrial soaps
• A list of few businesses in the market :
  • Like grocery, stores etc.
  • Or chartered stores.
  • Car dealers etc.
• A lot of activities has happened on the virtual market
  • That have been shopping from the products online.

Assesment

• Fill in the blanks
• Multiple choice
• True or false
• Which one of these are not examples of clinic

Business Market

• Salesman should have better knowledge of a certain industry he will in fact have a face a any challenges will has. Any the and the services between sell either to give is.

What is the competition?

• The competition is one where it's who where best to one people they the win of the items they are businesses they're businesses.

Definition of Competitive Action

• It's when businesses is of generating to grow has the revenue, profit and market.

In the Market

• Activities are performing of of demand

Explore various sales strategies including consultative, creative, technical, developmental, and trade selling. Understand the nuances of each approach, from customer interaction and product customization to the role of sales engineers and intermediaries. Learn when each strategy is most effective.