Differentiators of selling between

product vs. Services(transformed to

product)
A Comparison between Selling process of
vs. cici Bank

Group

Roll
No.

Name of the Student

2/2014 MANAV KUMAR

3/2014 SOHAIL AHMAD KHAN
5/2014 MANSI SHISHODIA
G1

11/2014 VIKRAM CHAUHAN

6/2013 MAYANK RAJ BAKSHI
18/2013 VISHAL KUMAR
11/2013 NISHTHA KAPOOR

Objective
Sales

Manager(s) at Asian Paints vs.ICICI

Comparison of Selling process
Conclusion

Agenda

To

understand the dynamics and

differences in selling process followed in
Asian Paints and in ICICI bank

Objective

The Sales Process

Steps of a Sale
Sometimes it is easy
to remember many
steps by creating a
mnemonic device,
such as ANPOCS for
the steps of a sale.
What is the
significance of each
letter in this
mnemonic device?
How is Customer
Relationship Building
part of the sales
process?

To

promote and drive sales force to use a value added selling approach to
develop and grow customer relationships
Manage and Develop sales strategies to seek out and establish new business
Promote sales and identify customer wants and needs.
Has to achieve and maintain exceptional levels of customer service concerning
delivery ,quote handling, and complaint management.
Responsibility to motivate ,train and develop ,and manage a top-notch
performance driven sales force of 10 or more people.
Required to coordinate and participate in sales meetings, local product seminars,
and trade shows/associations/organizations.
Expected to aggressively identify ,evaluate ,develop, and close new business
opportunities, develop long-term client relationships.
Develop and sell sales proposals , and conduct other related sales activities.
Derive new business from prospecting through closing and implementation.
Tracking competitor information and providing it to the management ,retail
audits and estimation of competitor sales, seeding of new products and ensuring
repeat sales, and expanding existing business through client relationship

Sales Manager at Asian Paints

 Responsible

for achieving the monthly sales targets, assigned to

him/her, for various products and services offered by ICICI Bank.
Cross sell new product and service opportunities.
Market mapping, customer mapping, competitor mapping in the
geography assigned.
Proactively identify sales prospects and do business development
activities in the geography assigned.
Follow up on new leads and referrals to generate business.
Follow the various internal guidelines and procedures of the bank.
Ensure customer satisfaction.
Resolve customer queries/issues.
Maintain periodic status reports, including daily activity report
and calls/follow-ups made.

Sales Manager at ICICI bank

Financial Analysis of Asian Paints

Asian Paints

Prospecting
- Territory of sales manager is predetermined from an existing database of
dealers
- A mapping exercise is done twice a
year which provides the sales manager
with a database of channel members in
the territory, their current and potential
sales for future, their linkages, purchase
behaviors, and financials

Qualifying
- On the basis of their potential,
viability and effect on other channel
partners, a decision is taken about the
dealerships at these shops.

Selling Process

Icici Bank

Icici Bank

Asian Paints

Needs Identification
- A shopkeeper wants to develop the shop
image by becoming an authorized dealer
and would like to compete with other shops
having dealerships and also require
assistance to increase business.

Customer Contact
-Calling by FOS for appointment

Presentation
-

Overcoming objections
- response objection on higher stocking
- response to objection on high level of
initial investment.
- response to the argument that
competition is offering better credit

Prospecting
Done by Data confirmation and information
decimation through Feet on Street FOS.

Demonstration
- The terms and conditions of becoming
Asian paint dealer are explained. The
demonstration kits are used if required.

SE/FOS present using detailing card and

explain the benefits, hand out brochures
and reading material to the customer.

Demonstration
-Difference in returns on the deposit money

Comparison Cont..

Icici Bank

Asian Paints

Closing
- Once all the objections are encountered
successfully, the initial order for first billing
is made depending upon the potential and
profile of the shop and no such products
are billed that can end up as dead stock.

Leads may be generated through cold

calls, customers calling on the helpline
customers, references given by dealers.

Follow up and Servicing

- This is an important part of sales .The
sales manager remain in touch with the
customers for his after sales usage
feedback.

Overcoming objections
-Identifying major objections.
Providing solutions.

Closing
-A/c opening by Fos.
Handover to branch for servicing.

Lead Generation

Exit
-Assigning an account manager
-Regular contact
-Offering different products.

Comparison Cont..

ICICI

Bank Sales Academy offers a

Certification in Sales Management. The
program has been designed to attract bright
young graduates who want to build a career
in sales function. The course curriculum has
been designed by ICICI Bank to groom the
aspirants for taking over the front line sales
function in the Bank. All the candidates
trained at the ICICI Bank Sales Academy join
the sales force of the bank.

ICICI Bank Sales Academy

 Based

on difference of sales of products and

services offerings at the two Entities, it is clearly
evidence that although there is similarity in the
high level process involved but there are
significant differences in execution and
implementation as for ICICI Bank most of the
process are in-house where as in Asian paints it
is more field level executed.

Conclusion

Thank You!