Selling: Now and then

By Stephen Paulraj

A profession with lots of fun and frustrations. Fun part is best explained as “Nava Gillunoth Band Choon” (Have fun even when the ship is sinking). The frustration part is obviously not achieving the targets. The same applies to all in the sales hierarchy from the top to bottom. I trust the same prevails even today even though I am not in the top or the bottom.

I have seen sales planning and monitoring in the era before computers. The era of working with estimations, mathematical calculations to understand customer demand (an accountant’s way of setting targets) or a hypothetical consumption story of a hypothetical consumer of a young brand executive (a way a marketing executive sets the share aspirations of their brand). In between this math and dreams survival absolutely belongs to the fittest.

The serious part is how the selling function operates now. With all the technology in our hands, real time information, communication becomes a livewire of existence, how do the organisations run its sales planning and execution. Having been associated with the function of sales for a fairly long time at the bottom, top and now as a consultant, I observe most of the organisations still depend on and believe in its good old style of working. 

It does not mean that the sales function is not computerised or modernised, but the question is whether the readily available information is used in business decision making. Every product and service markets are changing with wide customer and consumer choices. The organisations have facilities and capabilities available to work with analysed and organised information obtained. But unfortunately, these facilities are not fully utilised especially in the sales function.

A good analysis of each customer segmentation, a well-designed offer and communication to attract them will be more productive. This is possible with the available technology. Science is organised information for predictable results. 

Maximise the benefits of available technology to optimise the sales opportunities. Don’t lose the opportunities in hand, because very unlikely, your competitors and customers will offer you a second chance.

(The writer is a Member – TMC.)