Sales For Startups- Prof. Ramesh Venkateswaran-March 08

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 ?


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


WHY DO ORGANISATIONS EXIST ? WHAT IS SELLING ALL ABOUT ? WHY AND WHEN PEOPLE BUY AND WHAT ARE THEY REALLY BUYING ?


SOME THOUGHTS ON SALES

• Concept

•Selling

• Value

• Price


What is my product ? What is it supposed to do ? Basic requirement for selling – need ?


THE CONCEPT


THE CONCEPT

• Why

• What

• How

• For Whom


Possible situations for offering

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


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


To Conclude:

SALES EFFECTIVENESS

Quality

Quantity

Direction

Effort Results


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 ?


Thank You !!

Sales For Startups- Prof. Ramesh Venkateswaran-March 08

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Transcript of Sales For Startups- Prof. Ramesh Venkateswaran-March 08