Explain the AIDA Concept

Que: - Explain the AIDA Concept & how the sales team can help support other elements of the promotional mix in moving potential clients through this process

Ans: - AIDA Model is a selling concept presented by Elmo Lewis to explain how personal selling works .AIDA Model outlines the process for achieving promotional goals in terms of stages of consumer’s involvement with the message. The stages are Attention, Interest, Desire and action

            ATTENTION

            In this media-filled world, advertisers need to be quick and direct to grab people's attention. Ads are required to be eye catchy which can makes audience stop and read or watch what advertiser have to say next.

            INTEREST

            Gaining the reader’s or audience interest is more difficult process than grabbing their attention. To gain audience interest the advertisers must stay focused on audience needs

            DESIRE

            The Interest and Desire parts of AIDA go hand-in-hand. As advertiser builds the audience interest, he also needs to help them understand how what he is offering can help them in a real way, a good way of building the reader's desire for advertiser offering is to link features and benefits

            ACTION

Finally, advertisers need to be very clear about what action he wants the audience to take- trial, purchase, repurchase, or other.

AIDA AND THE PROMOTIONAL MIX

	Attention	Interest	Desire	Action
Advertising	Very Effective	Very Effective	Somewhat Effective	Not Effective
Public Relations	Very Effective	Very Effective	Very Effective	Not Effective
Sales Promotion	Somewhat Effective	Somewhat Effective	Very Effective	Somewhat Effective
Personal Selling	Somewhat Effective	Very Effective	Very Effective	Very Effective

Task 2:

Compare the difference between buyer behaviour in the B2B market and the consumer market terms of customer decision making units & decision making process

Consumer marketing, or business-to-consumer marketing, sales are made to individuals who are the final decision makers, though they may be influenced by family members or friends. A business marketing, or B2B marketing, sale is made to a business or firm

BUYER BEHAVIOR

B2B purchasing decisions tend to be less emotional and more task-oriented than consumer buyer markets. Business customers often look for specific product attributes such as economy in cost and use, productivity, and quality. Additionally, B2B purchasers generally spend more money, as the buying process tends to be more complex and lengthy.

BUYER-CUSTOMER RELATIONSHIP

While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing. B2B marketing can include numerous meetings between the seller and buyer before a transaction occurs.

COMMUNICATIONS CHANNELS

Although on the surface the differences between business and consumer marketing may seem obvious, there are more subtle distinctions between the two, with substantial ramifications. The evaluation and selling process for B2B purchases are longer and more complex than consumer purchases. Different aspects of the promotional mix can be easily personalized due to the relationship between a B2B salesperson and the individual buyer.

Task: - 3

Explain the rule of a sales force in the success of the business including an, analysis of the sales team contribution to the overall marketing and sales strategy.

A success of sales forces can exceed your expectation for revenue and for profit. Here are some ideas to success your business

FOSTER A TEAM ENVIRONMENT     

Many companies find that a team mind-set can provide great results. When people communicate, they can also begin to collaborate better. Senior salespeople can help junior salespeople.

COACH AND MENTOR THEM

Sales are an evolving role. Today it’s not about just selling but about fostering relationships with customers. Coaching and training sales staff can result in significant improvement in results. People respond to individual feedback on performance

CREATING SOME FRIENDLY COMPETITION

Salespeople tend to be competitive by nature and motivated by money. Internal contests can inspire great results and can also be a great way to foster team collaboration.

GIVE THEM THE TOOLS THEY NEED TO SUCCEED

Your efforts of continuously improving processes in the company can translate to a salesperson being able to continuously improve his or her results

LISTEN TO THEIR PAIN POINTS

Regular sales staff meetings and individual one-on-one meetings can help address issues and problems that your salespeople are experiencing. Listen to your salespeople and act on their concerns.

Part: - 2

Section: -1

Construct a sales presentation through which you can illustrate the principal & best practice of the selling process.

It is almost expected today that you will use PowerPoint in sales presentations. It can be used add visuals to the message and is an easy way to create a leave- behind a hand-out or email the presentation to others later .here are some tips for making power point presentation more effective.

Start with the Structure First    

Start with defining the goal of the presentation what you want the audience to do, feel understand or act on when you are done next, describe where the audience is today in terms of their knowledge, trust of you, attitudes and roles in the organization using sticky notes to lay out the main idea and supporting data is a good way to see the entire presentation at acne   

USE COLORS & FONTS THAT DIRE EASY TO SEE

Decide on a simple standard look for your slides so that the audience has visual consistency throughout the presentation. Select background and text colours that have enough contrast so that the text will be easy to read.

            USE VISUALS INSTEAD OF TEXT SLIDES

Use graphs to illustrate numeric data. Use diagrams to show processes or flows of information or goods. Use pictures to show a person, place or object. Use media clips to bring the views of others into your presentation.

PRACTICE AND REHEARSE

Practice is when you sit with your presentation and mentally reviews what you are going to say and how you want the flow to work. You must also rehearse your presentation by standing and delivering it as if it was for real. It is also the only way to truly check your timing to make sure you don’t run over the allotted time.

END YOUR PRESENTATION

Invites your audience to question everything you have just said and does not move them the last step towards the goal you had set for your presentation. Take the time to prepare using these ideas and look forward to many successful PowerPoint business presentations.

Section: -2

Explain the methods of organising and controlling a sales force in line with corporate objectives

Ans:    sales force. Control involves measuring sales force performance, comparing it with standards detecting deviation and causes, and, if necessary, taking corrective actions so that performance takes place as per plan. Sales force control includes verifying sale force performance and taking corrective actions, if needed.

CONTROLLING PROCESS:

Sales force controlling process involves four steps:

1 Setting Sales Force Standards

2. Measuring Actual Sales Force Performance

3. Comparing Actual Performance with Standards

4. Correcting Deviations and Taking Follow-up Actions

SALES FORCE CONTROLLING METHODS:

Several methods are used for controlling sales force efforts. Methods depend on areas, criteria, or aspects used for measuring and comparing. In every method, the same steps are followed.

Widely practiced methods include:

1. Establishing sales territories

2. Allocating of sales quota

3. Maintaining continuous contact with salesmen

4. Determining authorities and rights of salesmen

5. Routing and scheduling sales personnel

6. Salesmen’s reporting

7. Complaint and objection notes

8. Analysing sales expenses

9. Observation and visits or field trips

10. Providing materials and literature such as sales literature, sales manuals, visiting cards, order forms, showing small-shorts films to teach the way to work and behave.

EFFECTIVE SALES MANAGEMENT TECHNIQUES

            Sales people are often independent, driven and confident and because a salesperson’& job is about convincing people to do what she wants, she probable see through any attempt to main platter her  as a result sales people are especially difficult to manage but not impossible

Part:- 3

Que    in terms of recruiting the night people to sales team

Ans:-

RECRUITING THE RIGHT PEOPLE

Recruiting the right people for the right role is always a task that has so much riding on it taking on sales staff can be an ever riser exercise because you will be relying on those very people to generate your future business the worst case scenario would be investing in a recruitment campaign for a sales position or team, not getting the right people, but still having all the associated costs and then struggling for future business. At all comes back to the very fabric of building a great. Sales team making sure you get the recruitment strategy right in the first place, so that your stag enter a culture and follow a strategy that is designed to make them want to stay and do well.  

Explain the importance of recruitment and selection procedures.

MEANING OF RECRUITMENT & SELECTION

Recruitment selection refers to your organization’ & hiring processes the recruitment of applicants and selection from viable candidates for jobs within your company

PROCEDUCES OF RECRUITMENT AND SELECTION

SOURCING CANDIDATES    

Sourcing candidates means your employment specialist is using a variety of methods to final suitable Sourcing candidates means your employment specialist is using a variety of methods to find suitable candidates for job vacancies. Sourcing can be done via online advertising on job and career sites or professional networking and participation in trade associations

TRACKING APPLICANTS

Applicant tracking systems (ATS) are becoming extremely helpful to employers, and this technology aids in the management of job vacancies and applications for every open position.

PRELIMINARY PHONE INTERVIEW

When your employment specialist conducts a preliminary interview, the objective is to determine whether or not the applicant has the requisite skills and qualifications for the job vacancy.

FACE-TO-FACE INTERVIEW AND SELECTION

The hiring manager reviews the applications and resumes the employment specialist forwarded to her. The hiring manager invites the applicant to interview face-to-face; communication about the interview and scheduling is generally handled by the employment specialist.

EXTENDING AN EMPLOYMENT OFFER

Time to inform the candidate of pre-employment matters, such as background inquiries, drug tests and, if applicable, licensing information when recruiting

Motivated through monetary rewards & other methods to achieve target

Monetary rewards are an act or promise for greater action .Rewards is something which is given in addition to wages. It means additional remuneration or   benefit to an employee in recognition of achievement or better work. Besides monetary incentive to motivate employees. This will include job satisfaction, job security, job promotion and pride for accomplishment. The need of incentives can be many:

·        To increase productivity

·        To drive or arouse a stimulus work

·        To enhance commitment in work performance

·        To psychologically satisfy a person which leads to job satisfaction

·        To shape the behaviour or outlook of subordinate towards work.

Part:- 4

Tark:-1

The firm want on selling abroad develop a sales plan for the firm in entering foreign markets. What sales channels would you recommend here? Some of the opportunities and limitation selling abroad via the use of foreign based sales agents or the establishment of a foreign based sales team.

Marketing is the process of building understanding and communication between the suppliers and the customers sales takes this process on steps further commercial transaction are the ultimate goal of international trade and indeed trade of any king

Following a series of stages

Stage 1: Domestic Market Establishment

The domestic market is often an appropriate place to test products and fine-tune performance before tackling the complexities of international trade. Because international-market development requires resources of time and money on the part of the exporter

Stage 2: Export research and planning

When companies begin trading abroad, they often target a country similar to their own in language, financial structures, legal and economic systems or culture.

Stage 3: Initial export sales

When implementing an export plan, it’s advisable to begin modestly by testing the market. A graduated strategy enables the novice exporter to acquire practical experience in a market without incurring unnecessary or unmanageable risk.

Stage 4: Expansion of international sales

If initial sales have been good, planning for larger orders and expanded activity should follow. By the time exporters have reached this stage, they ‘ll have already learned a great deal about the export market through prior experience, which will assist them in making appropriate adjustments to their strategy as they proceed with strengthening their position in the market.

           

SALES CHANNEL

A way of bringing products or services to market so that they can be purchased by consumers . a sales channel can be direct if it involves a business selling directly to its customers, or it can be indirect if an intermediary such as a retailer or dealer is involved in selling the product to customers

OPPORTUNITIES OF SELLING ABOARD   

1 GROW YOUR BUSINESS

When trading internationally the “universe” of potential clients and suppliers will increase significantly. Just imagine increasing the number of potential clients by 100 percent each time you start selling in a new country. In all likelihood, this will probably be much easier than trying to expand your market place in your “home” country.

2 DIVERSIFY RISK

Just look at the number of unprecedented global “disasters” over the last few years and the drastic impacts these have had on markets.

3 BETTER MARGINS

As well as seeing increased sales, you may well enjoy better margins. Sterling which is currently weak may give you a head start when exporting.

4 EARLIER PAYMENTS

When working with companies overseas, both you and your customer will want to execute the transaction in the safest and most efficient manner possible

5 LESS COMPETITION

The ability to stand out amongst competitors is a crucial factor in business. When there are fewer competitors, this task is made easier.

Limitation of selling aboard

·        Not spending enough time defining the risks of international trade

·        Misunderstanding the local legal framework

·        Not communicating effectively with your business partners.

·        Not spending enough time with your potential business partners.

·        Unstable profits

Task two:-

Investigate the opportunities presented by exhibitions trade fair for the firm

ANS: - Exhibitions are open to a large and sometimes diverse. Range of audiences. This provides you with a platform to promote your product or service to a broader group that may have little or no knowledge of your products and service depending on your type of business product and market testing can be carried out at trade show and exhibitions to gain industry or general opinion about your offering. Being involved in a trade show or exhibition can provide you with opportunities to branch out to business trading and create a customer data base from the visitors to your display booth.

Promotional strategy in moving operation in to the international market

1.     The objectives of market entry, which will have implications for the strategy and organization adopted.

2.     The choice of market entry mode. Particular attention will the paid to the low-intensity will be paid to most commonly favoured in market entry situations.

3.      The marketing entry strategy, with a particular focus on the lessons learned from the strategies of western multinationals in emerging markets.

4.     A framework for the overall evolution of an international marketing strategy.