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Sales is arguably the most important function in any Startup. Whether online, or a traditional brick-and-mortar business, or a combination of both, Sales is key for success of any Start-up. As founder member, you need to understand sales and how you should use salespeople productively and efficiently.
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1 Ramesh Venkateswaran
SALES 4 STARTUPS
RAMESH VENKATESWARAN 8 March 2014
0108 2
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 PLAN
THE PLAN TODAY
• Some basics of selling
• Speakers – key sales lessons
•Panel discussion
• Q & A and
• Wrap up
June 08 3 Ramesh Venkateswaran
WHY DO ORGANISATIONS EXIST ? WHAT IS SELLING ALL ABOUT ? WHY AND WHEN PEOPLE BUY AND WHAT ARE THEY REALLY BUYING ?
4 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
June 08 5 Ramesh Venkateswaran
WHY DO ORGANISATIONS EXIST ? WHAT IS SELLING ALL ABOUT ? WHY AND WHEN PEOPLE BUY AND WHAT ARE THEY REALLY BUYING ?
6 Ramesh Venkateswaran
SOME THOUGHTS ON SALES
• Concept
•Selling
• Value
• Price
June 08 7 Ramesh Venkateswaran
What is my product ? What is it supposed to do ? Basic requirement for selling – need ?
June 08 8 Ramesh Venkateswaran
THE CONCEPT
June 08 9 Ramesh Venkateswaran
THE CONCEPT
• Why
• What
• How
• For Whom
June 08 10 Ramesh Venkateswaran
Possible situations for offering
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 - p 41 The Everything Store : Brad Stone
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 - p 176 The Everything Store : Brad Stone
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
Ramesh Venkateswaran
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 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
June 08 23 Ramesh Venkateswaran
Value – what’s that ? What is your product expected to do ?
OUR PRODUCT CUSTOMER
TO PUT IT SIMPLY
OUR PRODUCT
CUSTOMER
TO PUT IT SIMPLY
OUR PRODUCT
CUSTOMER
TO PUT IT SIMPLY
VALUE ?
OUR PRODUCT CUSTOMER
COMPETITOR
TO PUT IT SIMPLY
OUR PRODUCT
CUSTOMER
COMPETITOR
A
B C
TO PUT IT SIMPLY
OUR PRODUCT
CUSTOMER
COMPETITOR
A B
C
TO PUT IT SIMPLY
June 08 30 Ramesh Venkateswaran
June 08 31 Ramesh Venkateswaran
To Conclude:
SALES EFFECTIVENESS
Quality
Quantity
Direction
Effort Results
33 Ramesh Venkateswaran
Competitive Analysis • Differentiation
Consumer Analysis • Segmentation
Product / Service Positioning
Marketing Strategy • Product • Communication • Distribution
Perceived Customer Value
Price Cost
Profit
Competitive Offerings
WHAT IS PRICE ?
June 08 34 Ramesh Venkateswaran
Thank You !!