Sales Training Program. Covered: 1. Basic Concepts of Sales/ Marketing (7P/ 4A) 2. 50 Tips 3. BCG Matrix/ few other Marketing Concepts 4. Cases studies/ Practical Examples 5. Sales Process 6. B2B/ B2C etc. Duration: 5 Hours. The PPT has content which we covered for a university in India. It was Online session where students did role play, case scenarios etc. Various Sales tips were discussed. Real cases were discussed to give students a complete idea about sales process. For customized plan, please connect at partner@edu4sure.com or call/ whatsapp at +91-9555115533

1. Sales
Let’s Learn the Most Exciting Job!

2. Sales Vs Marketing Vs
Brand
• Sales is the last operation of the
transaction.
• Marketing is the process that leads
to Sales. It is a tool to create
demand.
• Brand is the Mind Connect.

3. 7 P of Marketing Mix 1. Product
2. Price
3. Place
4. Promotion
5. People
6. Process
7. Physical Evidence

4. 4 A Model of Marketing
Mix
1. Awareness
2. Accessibility
3. Affordability
4. Acceptability

5. BCG Matrix & Its Limitations
 The Boston Consulting Group (BCG) growth-share matrix is a planning tool that uses graphical
representations of a company’s products and services in an effort to help the company decide what it
should keep, sell, or invest more in.
 The matrix helps companies decide how to prioritize their various business activities.
 One thing to note is that the matrix is a decision-making tool. This means that it does not necessarily
take into account all the factors that a business ultimately must face. For example, increasing market
share may be more expensive than the additional revenue gained from new sales. Because product
development may take years, businesses must plan for contingencies carefully.
 Since the matrix only classifies businesses as low and high, it does leave mid-sized businesses out of
the mix. These types of companies often make up a big part of the market, so leaving them out means
that the business environment isn't truly reflected.

6. The BCG matrix
assumes that all
businesses operate
independently of
one another.

7. Example of BCG Matrix
Let's take a look at the products Apple has on the market according to the matrix
categories:
• Star: iPhone
• Cash Cow: Macbook
• Question Mark: Apple TV
• Dog: iPad
 Dog Category is Exceptional sometimes. (Discuss Emergency Drug during
Swine Flu in 2009)

9. 7 Steps Sales Process
“Learn the rules like a pro so you can break them like an artist.”
1. Prospecting – Decision Maker, Account Mapping using CRM (Case of EE, FK).
2. Preparation.
3. Approaches: Premium (Gift), Question Approach, and Product Approach (Sample/ Free trial).
4. Presentation (Includes Active Listening).
5. Handling objections/ Rejections (80% b2b sales need 4 to 5 follow-ups).
6. Closing (Alternative Choice close- Full/ Instalments; Extra Inducement close- Free month/ Discount;
Standing Room Only close- Essence of time (Price will increase after 1 day, 3 Spots left)
7. Follow-up: Potential business/ Referral

10.  Customer Retention Vs Customer Acquisition
7 Steps Sales Process Flow

11. Sales Funnel
 A sales funnel is a marketing term used
to capture and describe the journey that
potential customers go through, from
prospecting to purchase.
 A sales funnel consists of several steps,
the actual number of which varies with
each company’s sales model.

12. Benefits of
Sales Funnel
 Relevant & Timely Messaging
Allows marketers to understand the customer’s
purchasing journey and anticipate the questions and
doubts they may have at various stages.
 Marketing and Sales alignment
In case a customer has questions and can’t reach a
salesperson because they are too high up in the funnel,
they can still receive the information they want through
marketing outreach.
 Time and effort savings
A good sales funnel allows marketers to filter out bad
sales leads early on and focus precious marketing dollars
only on leads that exhibit the highest likelihood of
converting into paying customers.

13. How to Build
Sales Funnel
 Analyse your Existing Customers
An analysis of your customers should include their pain points, needs,
goals, aspirations, and past solutions. Using this data, you can find
lookalike audiences and put out the right messaging at the right time
to attract prospects.
 Captivate your Leads to hold their Attention
Use compelling content that educates and informs prospects, assures
them that their needs are known and will be met, and hooks them into
asking for more information.
 Create a Great Landing Page
Relevant info, Call to Action, Offers & e-Mails data.
 Powerful e-Mail Campaign
Relevant content, keep them Engaged & Interested.
 Keep following up
Do not stop the talks. Make them Repeat Customers/ Ambassadors

14. Practice
1. 2 of you become the buyer (eg Director of a
college)
2. 3 of you become the seller (Online Training/
Courses Company)
Duration: 2 to 3 minutes to plan your pitch.
Start one by one.

15. B2B B2C
Company/business is Buyer End Consumer
Information/ Logic Driven/ Consultative Emotion & Entertainment Driven
More Specific Niche Target Broader Audience/ Not too Niche
Covers Important Necessities Basic Necessities
Main Focus: Relationship Main Focus: Product
Large Quantity of Merchandise Small
Supplier - Manufacturer
Manufacturer - Wholesaler
Wholesaler - Retailer
Retailer - Consumer
Long term Relation Short Term
Buying & Selling - Lengthy Short
Decision: Planned and Logical, based on needs Emotional, based on want and desire.
Brand Value: Trust and Mutual Relationship Advertising and Promotion
Primarily e-Mail/ Newsletter/ Publication Social Media Driven
Sales Strategy B2B vs B2C

16. Case Scenarios/ Interviews Discussion
 A report says “30% of sales dropped from last year for the sales team
 Changes in consumer behaviour.
 Old Techniques are not effective.
 Huge supply of the products/ services.
 What else?

17. 4 Scenarios
(Cases/
Interviews)
 What to do when you get things FREE?
 When you are in Super Saturated Market?
 How Creative your Ad can be to emotionally
connect people with your brand?
 Consumer Behavior Study in your campaign.

18. Case 1: Sell something which is available
Free
 Awareness
Acceptability
Accessibility
× Affordable

19. Case 2: Selling products with many
Competitors
 e-learning Companies (Saturated Market). Click to know How do we at Edu4Sure solve this?
 Nike sells sports equipment. But aside from the notorious “Just do it”, they’ve positioned themselves
with multiple influencer-baked stories through athletes like Michael Jordan, Roger Federer, Tiger
Woods, and lots of football players.
 McDonald’s – Happy meals, Love stories etc.
 Apple rebranded itself from “Apple Computers” to “Apple” to enlarge its item portfolio and pitched its
audience via incredible designs, simplicity, and user-friendliness (instead of boasting about RAM or
CPUs).
 Focus: Quality, Stories, Uniqueness & Price.

20. Case 3: FloatABoat campaign By Paper Boat
 Brand of traditional beverages known for cocktails, including aam panna, golgappe ka pani,
Jamun Kala khatta, and kokum, which can all be made at home.
 A number of creative advertisements that appealed to the audience’s emotions and made them
fall in love with the brand.
 Construct Paperboat and Share it on Social Media #FloatABoat
 Focus: Connecting emotions to make people fall in love with the brand.

21. Case 4: 6 Months-Breakup-Challenge By OLX
 OLX is C to C.
 6 Months-Breakup-Challenge.
 This is based on CRUST’s (Consumer Research on Used-Goods and Selling Trends) data, an
annual consumer study that helps OLX better understand user behaviour and other consumer
trends.
 Focus: Connecting emotions to make people fall in love with the brand.

22. Case 5: IPL Team Strategy
 A website Blog & Mobile App (Happenings at KKR)
 live screen Facebook discussion in Facebook’s Hyderabad headquarters
KKR players held Twitter chats with their supporters and ran a unique “Cheer for KKR”
campaign.
 Output: Most active IPL team on Twitter, Max Followers on Insta/ Max
Facebook likes

23. Case 6: Transferkar Family By Tata Sky

24. A/B Testing: B2B lead Generation
 What do you do when you send a message to a Prospect?
Sample Contents:
Type 1: Hi there, I found your profile very interesting. I’d like to connect with you and grow my
professional network on LinkedIn.
Type2: Hi there, I looked at your profile and it seems that we both have the same professional
interests. Let’s connect and maybe we can have some collaborations in the near future.
Type 3: Hi, I am looking for companies which can provide me the training opportunities. Let us
connect and then discuss it. Thanks.

25. Sales Discussion
1. In person
2. Online
3. On Phone

26. Sales Tips

27. 1. Sell Solutions
 Mediocre sellers sell features: “My product has 10 times more features than the
competition and we’re half the price.”
 Average sellers sell benefits: “Our product will save you days of time sifting through
piles of data.”
 Top performers sell specific solutions to challenges.

28. 2. Time Management
 Big Fish or Small Fish

29. 3. Decision Maker
 Are you talking to the concerned person/ decision maker?
 Shoot High.

30. 4. Research
 Are you well prepared with your questions & offers?
 Research about Company, Research about Buyer’s Persona.

31. 5. Bring Value to your Conversation
 How can someone sell you?
1. Price
2. Product Features/ Innovation
3. Value

32. 6. Answer the ‘Why’
 Why do you need?
 Why as early as possible?
 Why us?
 Why trust?

33. 7. Take Virtual Advantage
 Tools & Techniques (Screen shares, Virtual Whiteboard etc).
 More Presentable
 Audio, Visuals, Content
 Loud & Clear

34. 8. Light the Stage & Turn Video ON

35. 9. Make a Good Impression
 Dress as though you’re in a live meeting.
 Manage color contrast in your clothing choices.
 Remain 1.5 to 2 feet from the camera.
 Keep your eyes on the camera.
 Use expressions and movements that show you’re engaged, but not so much that it’s
distracting.

36. 10. Make Time to Build Rapport
 Hello, Natural Flow, Basic Discussion to Break the ice with small talk.
 Ask about them (Show you are curious to know them a little and not just business).

37. 11. Be an Active Listener
 Let’s discuss your experience first!

38. 12. Use your time wisely
 No hurry but not too late!

39. 13. Be Genuine
 All of us want Genuine Salespeople.

40. 14. Focus on Common Ground
 Your research on the buyer’s social profile might help.

41. 15. Where to Meet?

42. 16. Ask the Right Questions

43. 17. Summarize
 Minutes of Meeting.

44. 18. Offer Value from the Start

45. 19. Provide the Right Solution
 Right Solution, Right Offer!

46. 20. Avoid Gimmicks

47. 21. Qualifying Lead
 FAINT method.
 Funds: Does this organization or buyer have the financial capacity to buy from you?
 Authority: Is this the contact with the authority to buy from you?
 Interest: Is the buyer genuinely interested?
 Need: Does the buyer have specific needs that you can solve?
 Timing: Is there intent to purchase and a specific timeframe for doing so?

48. 22. Illustrate what Matters to the prospect

49. 23. Understand the Budget

50. 24. Show the risk of inaction & Make the
Solution Clear

51. 25. Competitors Analysis

52. 26. Define the Roles if you are in a Team

53. 27. Involve Everyone

54. 28. Be Presentable

55. 29. Eye
Contact

56. 30. Body
Gestures

57. 31. Body
Posture

58. 32. Attire
“Wear the attire that gives you confidence. It
should be a comfortable one and add to your
personality”

59. 33. Makeup “Do light makeup. It helps in confidence while
speaking. You will look presentable”

60. 34. Build Rapport

61. 35. Be a knowledgeable industry insider

62. 36. Understand buyer’s side

63. 37. Discuss the Point of View of Everyone

64. 38. Share your point of view convincingly

65. 39. Idea Collaboration

66. 40. Maximize Sales to Existing Accounts

67. 41. Customer Retention is Easier than
Acquisition

68. 42. Be comfortable with discomfort

69. 43. Take the Lead wherever you believe

70. 44. Build a foundation of trust

71. 45. Explore options as per Budget of the Client

72. 46. Do not be Desperate to get the leads

73. 47. Be an Active Listener

74. 48. Always ask Questions

75. 49. Trust in your Team

76. 50. Be Innovative

77. Practise Case Studies
 Canva (Design yourself)
 Challenge: How to Convert Prospect Leads to Paid Subscribers
Current Strategy: Cold Calling, Internal Sales Team, Very Expensive (Face to Face Meeting)
Design a Strategy
Target Audience
Approach considering the Funnel
Offer
Duration: 15 min

78. Practise Case Studies
 FitMeRight (low Carb Diet)
 Challenge: How to Scale & Maintain a better ROAS/ Focus more on Digital Channel
Current Strategy: Cold Calling, Internal Sales Team, Very Expensive (Face to Face Meeting)
Design a Strategy
Product Ads/ Dark Post
Education
B2B Strategy for Corporate
Duration: 15 min

79. Thank You!
For any further queries, please connect us at +91-9555115533 or email us at
partner@edu4sure.com
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