Advertisements and print media play a key role in sales promotion. It is a type of printed salesmanship. The world renowned sales gurus have given various sales boosting lessons and mantras. To create new records by smashing and shattering all earlier ones the sales people are not to be in any case less than athletes. The basic difference is that the athletes run physically , whereas the sales people need to run mentally to stay ahead of time and their rivals in the market. The sales people are required not only to step in to the shoes of its customers but the competitors too. Internal selling skills are more important than the external marketing skills. Today the sales manager is required to work as a brand manager too. The employees are the greatest ambassador of a company’s product. That is why the inside marketing is called as more important. The sales team needs to acquire latest salesmanship skills by equipping themselves with the necessary training. The sales team must be competent to conquer newer sales challenges. The new deals are required to be finalized. Enchantment is the purest, greatest and highest form of sales. The sales people must win others by enchantment. There is need to change the mindset of the buyer. There is utmost need to develop sales-driven values and culture. We must focus on winning deals. To be a grand success in the sales arena one must understand the product, buyer and the market well. As in the banking sector / industry we talk of Know Your Customer (KYC), the same way we need to understand the following deeply and widely :—-
KYC–KNOW YOUR CUSTOMER / COMPETITOR
KYP–KNOW YOUR PRODUCT
KYM–KNOW YOUR MARKET
THE SUCCESS =KYC+KYP+KYM
There are unbreakable laws of selling. We must use CRM to retain customers. Indirectly employees retention too boosts sales. The attrition rate must be brought to the minimum / negligible. It makes or mars the image of the company in the market and so the product. So, not only retain your existing customers but expand the clientele base too. Understand the new players in the market.We need to understand the importance of the concepts like SNAP SELLING, CUSTOMIZED AND INDIVIDUALIZED SELLING SERVICES. We need to listen to sales gurus and avail the services of sales coach. REMEMBER THAT IN TODAY’S WORLD THE SKILL FETCHES RETURNS / DIVIDENDS.
We need to understand the market segment to which the company is going to deliver its product or cater to it. Social selling is also an equally important concept. From time to time we need to develop selling skills training modules and celebrate successes when excellent results attained in the special campaigns for the purpose. It will not be out of place to mention the importance of motivation to sales people which can be in various forms financial and non-financial. Motivation works wonders as it oils and lubricates the wheels which keep the sales teams run from pillar to pillar.
Building trust is of paramount importance in the success of a organization. The selling tools need to be sharpened on daily basis. Sales targets can be allotted to sales teams and periodically reviews can be made to banish barriers if any. This will increase sales productivity. It will in turn lead to increase in efficiency and profitability. The Company can make PROACTIVE use of social media. There is need to groom sales leaders. The selling methodologies need to be developed. The sales people need to attain CORPORATE GOALS.
THE EQUALLY IMPORTANT TWO WHEELS OF ANY ORGANIZATION ARE ITS EMPLOYEES AND CUSTOMERS. Both are its greatest assets. Other assets are only physical which work and put to use by its employees and customers.
COMPANY TO EITHER SELL OR PERISH. FOR SURVIVAL IT MUST SELL WELL. IT MUST DELIGHT ITS CUSTOMERS. THE CUSTOMER CENTRICITY IS THE KEY MANTRA OF SUCCESS. The customer relationship management (CRM) needs to be strong.
Ashok Aggarwal, DELHI