Prof. Ramesh Venkateswaran: Chairman – CustommerceVisiting Professor – IIM B & SDM IMD As founder member, you need to understand sales and how you should use salespeople productively and efficiently. Time to get insights into Sales process

1. SALES 4 STARTUPS
NSRCEL : IIM BANGALORE
RAMESH VENKATESWARAN
7 APRIL 2012
rameshvenkat20@gmail.com
1 Ramesh Venkateswaran

2. THE PLAN TODAY
CURRENT ENVIRONMENT – CHANGING
THE PLAN PLACE
MARKET
• The world today – challenges
Competition
• Role of strategic selling
• Global competition
• Why and when people buy
• Shorter Product life cycles
• Panel of speakers
• Blurred boundaries –
• • Q & A and Wraptechnologies eg. Steel/
product alternates and up
Al /paper/plastics / paper …..
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0108

3. WHY DO ORGANISATIONS EXIST ?
WHAT IS SELLING ALL ABOUT ?
WHY AND WHEN PEOPLE BUY
AND WHAT ARE THEY REALLY BUYING ?
3 Ramesh Venkateswaran
June 08

4. The world today
Name Nationality Time
2. Ryan Brathwaite Barbados 13.14
3. Terrence Trammell USA 13.15
4. David Payne USA 13.15
5. William Sharman GB 13.30
6. Maurice Wignall Jamaica 13.31
7. Peter Svoboda Czech 13.38
8. Dwight Thomas Jamaica 13.56
9. Ji Wei China 13.57

5. WIMBLEDON 2001 MEN’S FINALS – STATS
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 ????
Ivanesevic Rafter
Prize Money $ 750,000 $ 375,000
Total points won 154 150
5 Ramesh Venkateswaran

6. Cars : Product features - A comparison
Feature Accent GLS Ikon 1.6 Z x 1 Corsa 1.6GLS
Max HP 94/5500 91/5500 92/5600
Torque 12.5/3500 13/2500 12.6/3200
Length 1605 1597 1598
Width 1670 1632 1608
Fuel tank 45 45 46
Dikky 380 400 390
Turning ø(m) 10 9.8 -
Power steering   
A/C & Heater   
Power Window   
Tachometer   
Central locking   
Weight / kg 1005 998 1040
6 Ramesh Venkateswaran

7. THE CURRENT SCENE IN THE FLAT WORLD
 Globalization – no boundaries
 Basic products - identical
 Commodities are technologized ; technologies are commoditized
 Communication
 Awareness and education levels
 Changes in attitudes , expectations – promiscuous
7 Ramesh Venkateswaran

8. THE CHANGING ENVIRONMENT

9. 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

12. Addidas I - Microprocessors
• 5 million calculations per second
• Adjust the heel and sole for off road,
trail running , pavement etc.
Ramesh Venkateswaran

13. Gillette Razor
Ramesh

14. Gillette Razor
• 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
Ramesh Venkateswaran

15. WHY DO ORGANISATIONS EXIST ?
WHAT IS SELLING ALL ABOUT ?
WHY AND WHEN PEOPLE BUY
AND WHAT ARE THEY REALLY BUYING ?
15 Ramesh Venkateswaran
June 08

16. SOME THOUGHTS ON SALES
• Selling
• Value
• Price
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17. COMPONENTS OF SELLING
Quality
Effort Quantity Results
Direction

18. SALES PERSON’S TIME UTILISATION
40%
15% Face -to- face
Getting to
selling
customers
25%
Personal matters and detail
20% work
Waiting for
customers
Only 15% of the time is spent in actual face to face selling with the customer

19. THEN 10 % Create rapport
20 % Qualify
30 % Present Solution
40 % Close
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20. 40 % Relationship and Trust
30 % Identify Needs
20 % Present
Solution
10 %
NOW Close
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21. SUCCESS CUSTOMER VALUE
WHAT IS VALUE ?
QUALITY - AS DEFINED BY THE CUSTOMER
- OFFERED AT A PRICE
ACCEPTABLE
TO THE CUSTOMER

22. WHAT IS PRICE ?
Competitive Analysis Consumer Analysis
• Differentiation • Segmentation
Product / Service
Positioning
Marketing Strategy
• Product
• Communication
• Distribution
Competitive
Perceived
Offerings
Customer Value
Price Cost
Profit
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23. Thank You
Have a Nice Day !!
23 Ramesh Venkateswaran
June 08