Hi Friends,
It's me again. Your friendly neighborhood sales-specialist (but currently unemployed) hobbit. (Seems that people just do not like specialists, huh?)
Jokes apart, now let's get down to serious business.
I think that it will be prudent, to indicate in a
nutshell here, what we have discussed about Selling By Research (SBR) in the last
three posts. This is because I confess that after going over the subject posts,
I found that there is something missing.. something akin to a common thread running
through these three posts thereby linking them and by virtue of which the reader an see or feel
the writer’s vision and feelings.
I am sincere in what I write and I don't think that without the recap, these posts will do little justice to all those hours of working by the midnight oil. My apologies to you too for wasting your time to some extent and I
do hope that you will give me another chance to make amends. The recap is as
follows:
(1)SBR is only applicable in the field of selling of
capital, engineering equipment which are of high value. SBR is practical only when the value of the item
or service being sold exceeds 30 Lacs in INR. This at the present rate is about
0.6 million USD. SBR should never be used in selling priocesses for low value
items or services or FMCG. And, the value criteria mentioned above is the unit
value. BULK value should never be considered when to justify using SBR.
(2)SBR cases always have less competition but the competition
is global and world class. It is true that sometimes, smaller companies do grab
the limelight but theirs is a dicey life. They can go extinct at any moment.
(3)All the players in a SBR application have open
strengths and weaknesses. Therefore, the person with the sales lead first has a
much better chance of getting the order. That is why sales leads matter so
much.
(4)In SBR, the most important input is information. You
need to have all the information with you if you want to clinch a deal. If you
are thinking that this information is required for blackmail of any type, you
have totally misunderstood me. This information is about the solution you are
offereing and the customer’s history of accepting different kinds of solutions.
SBR is 100% ethical folks..you help the customer..you DO NOT CHEAT HIM or HER.
(5)To practice SBR, you need trust on your people and
your boss needs to have trust on you. I have seen allegedly foreign-returned-top-honchos-whose
only ability is acting berating people for not going on tours. I pity people
like this as they totally fail to know what touring is all about in this high value market. I also pity the management of such companies.
(6)Cold calls have no place in SBR sales. Think about
it..Will you give a order wore more then half a million dollars to someone on a
cold call. I won’t and the chances are that you won’t either. And in today’s
times when it is possible to have a confidential report on whether a person has
a criminal record in the US by a mere click in an hour or two, lack of
information of a customer and his company is unexcuseable. Yes, dead ends will be reached every now and then but you have to circumvent them.
(7)Finally please remember that SBR is only for selling
in India and in South East Asia and maybe in the Middle East. In the west, I
will not venture to comment as I know nothing about the markets and general
sales behavioural trends there.
We will now wnd SBR here and next time we will take
up strategy, unless anything comes up in between. We will explore sales & marketing and we will try to ante up social skills. Till then its bye from
The one-and-only
Bilbo
