Professional Documents
Culture Documents
Consultative Selling
Consultative Selling
FY 2013 - 14
Market Development efforts targeted towards creation of latent demand in consumer training solution category.
Enquiry
0s and 90s
Engineerin g
Medicin e CA Bankin g
Law
Medicin e CA Education
Law Journalism
Govt. Job Information Technology Retail Finance Fashion Design Aviation Engineerin Textiles BPO Mediag Medicin Financial Services Management e Actuarial Sciences CA Telecom Foreign Languages Fine Arts Advertising Law Travel & Tourism Journalism Media Performing Arts Forensic Sciences Hotel Management +++ NGOs
Education Biotechnology
Yesterday Today
80s & 90s : Doesnt know the meaning of Choices, goes with the flow I let my parents decide. They knew what was best for me.
Late 90s & early 2000 : Confident, Influenced by peers My parents want me to be an just want a good salary. Which
Lately : Confident, Knows the options available, just needs some guidance
I dont want to do what my father or grandfather did. There are so many options available today where you can do really well. I want to do my own thing !!
Our Customers
On the Ground we have 2 very strong Worlds!
DQ worl d
2.4 mn and IT-Pre-Disposed Is easy to reach out using BTL & CRM Takes care of our seasonality problem Can look at NIIT today as a single - window education service provider, AND, not just a technology peddler IT Needs are Multi-Level Is a more sought after profile by the Industry Has a 100% Probability of being a Potential Target Audience The employer says Where is He? Get him to me! Buys into IT but has to buy into NIIT Will be reached out to, using NFE OUR ANSWER for Engineers & Campaigns like NITAT, Techknow, AAE
The DQ World
7.5 mn of which 35% WILL LIKE TO ENGAGE WITH US! Needs IT to Be More Successful in which-ever walk of life they venture into If Not engaged in Engineering or Medicine, typically evaluates a career in finance OR Vocational OR MBA eventually for Career Insurance! Is Vulnerable currently & is looking at NIIT as an Inspiring Mentor Has a very actively participating Parent Segment, who, also needs to be engaged with Is not a profile with typically high Xth and XIIth scores The employer says Who is He? Why Him? First IT, Then NIIT Is being Wooed using Careerscope, NITAT, BJS
Communications Elements
idea code decode meani ng
Communication
You are never not communicating. Communication is a difficult process, filled with numerous challenging variables. When crises arise, emotions run high, an accurate, clear communication is essential.
Why?
Communication
COMMUNICATION IS THE PROCESS BY WHICH AN IDEA IS TRANSFERRED FROM A SOURCE TO A RECEIVER WITH THE INTENTION OF CHANGING HIS BEHAVIOUR.
sende r
receive r
Communication Model
Purpose of Feedback
depth of understanding feelings about the content of the message future course of the conversation
Means of Communication
VERBAL NON VERBAL
VOCA L
NON VOCAL
Means of Communication
NON VOCAL VOCA VERBAL L SPOKEN WORD WRITTEN WORD
NON VERBAL
Means of Communication
NON VOCAL VOCA VERBAL L SPOKEN WORD WRITTEN WORD
NON SCREAM,GRUNT, VERBAL INFLECTION,ETC (PARALINGUISTICS) SPATIAL RELATIONSHIPS (PROXIMIX) GESTURES, FACIAL EXPRESSIONS (KINESICS), ETC
Means of Communication
NON VOCAL VOCA VERBAL L WORD WRITTEN WORD 7 % SPOKEN
NON SCREAM,GRUNT, VERBAL INFLECTION,ETC 93 % (PARALINGUISTICS) SPATIAL RELATIONSHIPS (PROXIMIX) GESTURES, FACIAL EXPRESSIONS (KINESICS), ETC
38%
62%
Body Language
Impact Of Message
Persuasive Communication
Essentials of verbal communication
Preparation- Understanding of my role Clarity- Structured flow of speech Conciseness- Short sentences, not verbose
Persuasive Communication
Non-verbal Communication
Smiling and pleasant Proper grooming Well modulated voice Eye contact Gestures like nodding while listening Attentive posture Clean work station
When Things Arent Going Well in a counseling session reason is usually lack of
Persuasive Communication
Confidence: Belief in oneself. Conviction: Belief in ones work. Enthusiasm: A happy, pleasant disposition that exudes a positive attitude.
Persuasive Communication
Confidence, Conviction, Enthusiasm
o o
Positive attitude is infectious. Customers have greater belief in the offering if the counselor is positive. Convincing others becomes easier.
One can deal with doubts and objections without getting defensive.
Persuasive Communication
Three Tells
Tell them what you are going to tell them - Tell them - Tell what you told them
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Feedback
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Barriers to Communication
DIFFERENT PERCEPTION EVALUATION OF CREDIBILITY SELECTIVE NATURE FRAME OF REFERENCE EMOTIONS & FEELINGS SITUATIONAL CONTEXT
Persuasive Communication
Listening by a counselor
Patience Dont Talk Asking relevant questions Eye Contact Nodding Put the speaker at Ease Dont Jump to Conclusions Dont Get Distracted
Listening is not a passive activity. It requires full concentration and active involvement.
PROBING
Probing
Probing Probing is the questions that one asks the customer to find out his requirements. This is a very critical and important aspect of selling The objective probing is to uncover customer needs that can be supported by product benefits
Probing
Open Probe
When one asks open-ended question it is an open probe. It stimulates the customer to expand on something he has already stated. For example What are your future plans What kind of computer program do you want?
Probing
When does one use an open probe?
Open probe should be used when: The customer desires to understand the motivation/desire of the customer When the customer is unresponsive
Probing
Closed Probe
Closed probe are questions that steer the conversation to a specific topic of ones choices and limits the customers responses to yes/no answer or a focused, specific response. For example: What are your educational qualifications? When do your final exams get over?
Probing
When does one need a closed probe?
A customer is unresponsive to open probing In the opening to get specific answers One desires the conversation to a new or specific topic
Probing
Importance of probing
Probing helps you to: Uncover and develop customers need Focus your customer on issues that you want them to consider Change tracks in a discussion Makes the other person think Keep the other persons attention Prove to your customer that you really care for them
All that sounds familiar. I have been doing all of the above but still all the enquiries do not convert.
It is probably then time to understand What is my role ? What goes on in the mind of a customer when he/she BUYS? How do I sell ?
What is Counseling?
helps other people cope with difficult situations in their lives so that they are able to find realistic ways to solve their problems helps people to make their own choices rather than giving them advice or telling them what to do empowers people to act on their choices and decisions, and provides them with an opportunity for self-discovery and selfdetermination
COUNSELLING IS NOT ABOUT GIVING ADVICE AND INSTRUCTIONS BUT RATHER ABOUT EMPOWERING PEOPLE TO SOLVE THEIR OWN PROBLEMS !!
Who is a Counselor?
A counselor is not someone who has all the answers, gives advice or tells people what to do. A counselor helps people make their own decisions in order to take the best course of action in solving their problems A counselor helps people to manage their own life as effectively as possible. It is important that the counselor explains his/her role when a person is first given counseling.
Role Of a Counselor
The role of a counselor is to:
1. 2. 3. 4. 5. 6.
Be a good listener. Ask appropriate questions. Summarize what the person has said. Provide relevant information. Give emotional support. Help facilitate decision making.
Selling Skills
Recognition of need
Evaluation of options Elimination of doubts Decision to buy
Physiological needs necessary for health and normal well being eg. Food, drink, clothing, house Safety needs eg. Security system for a house Social needs eg. Joining a tennis club Ego needs eg. A new college graduate goes to buy a sports car Self Actualization needs which relate to the desire to attain ones full potential in life and work. Eg. A person wanting to open a business goes to a bank to discuss a commercial loan
Transcendence helping others to selfactualise Self-actualisation personal growth, self-fulfilment Aesthetic needs beauty, balance, form, etc Cognitive needs knowledge, meaning, self-awareness Esteem needs achievement, status, responsibility, reputation Belongingness and Love needs family, affection, relationships, work group, etc Safety needs protection, security, order, law, limits, stability, etc
Biological and Physiological needs basic life needs - air, food, drink, shelter, warmth, sex, sleep, etc.
Selling Skills
What is selling
Selling is the process of satisfying the customers needs with product benefits.
Selling Skills
Push Style
The relatively low level of involvement from the customer characterizes push style. Questions asked by the salesperson are not aimed towards identifying/developing the needs of the customer. He gives information and proposes a solution to the customer. People often assume that Push style selling is always aggressive. This may not always e the case. It can also be delivered quietly and assertively.
Selling Skills
The push style works very well under the following situations:
The customer knows the product. Risk perceived by the customer in purchasing the product is low. Perceived price of the product by the customer is not high. When something is being offered free/trial/concession rates. When the customer has nothing to lose, only something to gain.
Selling Skills
Pull style
A high level of involvement from the customer from the customer characterizes pull styles. The salesperson uses questioning behaviour to invite the customer to consider the issue and generate solution.
Selling Skills
Customer does not know the product. Customer has not recognized any need for the product. Risk perceived by the customer in purchasing the product is high. Perceived price of the product by the customer is high.
Prospecting or Cold Calling! Approach ..Meeting Prospect and probing! Presentation and FABing! Trial Close.. Asking your Es opinion during and after presentation! Objections Uncover them! Meet Objections. Satisfactorily Trial Close Asking your Es opinion after overcoming each objection and immediately before the close! Close bring E to the logical conclusion to buy! Follow Up and service after sale!
Prospecting!
Cold Canvas
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Based on the law of averages, I.e. if 1 out of every 10 buy, then 50 calls would result in 5 sales Includes house calls Referral method
Endless chain
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Public Exhibitions Direct Mail Telephone and tele-marketing Observation Center of Influence!
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Approach
"If you don't care what the answer is then don't ask the question!"
Exercise
2 Questions each of the following types:
To Build Rapport and Establish Trust Getting the "Lay of the Land" to gather intent. To Create a Deficit
#1 #2
Awareness of needs!
Conscious level fully aware Pre-conscious level. Partially aware Un-conscious level..Do not know what they want to buy!
Benefit selling is the key A product feature is any physical characteristic of a product A product advantage is the performance characteristic of a product A product benefit is a favorable result the buyer receives from the product because of a particular feature or advantage that has the ability to satisfy a buyers need
Features So What? Advantages Prove It! Be prepared to substantiate any claims you make! Benefits Sell it! Whats in it for me!
Exercise
Take 2 features of the Futurz program of studies and discuss their Advantages & Benefits
Trial Close
How does that sound to you? Are these the features you are looking for? Is this what you are interested in? Is this important to you?
Objections!
Objections!
Look out for signals like facial expressions, tone of voice.. Come On, tell me, whats really on your mind! Ill think it over. Ill be ready to buy on your next visit
When a prospect gives you sales objections or sales resistance, one of the above issues is usually the case. However, they might not tell you their real reason. There is, what I call in the sales process, a truth line. Prospects often tell you what is above the line, hiding the real truth below the line. For example: The prospect says, The price is too high. What else could they really be saying? What is below the truth line? I dont have the money or credit. You havent convinced me it is worth the price you are asking (perceived value). I dont have the authority to make a decision , but I dont want to admit that.
Our Pricing!
Too many sales people focus on price and forget about value! Price is simply what you charge! Value is the sum total of all of the positive effects that the product or service has on the buyers business.
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In most cases, your offering has many benefits for the customer. Each of those has a corresponding value that adds to the equation. Business customers buy because they believe that they will get value that is significantly larger than the cost. In fact, most buyers are unaware of many of the benefits of their purchases and therefore underestimate the value they receive Every price is too high without an appreciation of value . Every price the customer offers, before they understand the value, is too low!
Our Pricing!
Could that be why you lose when you respond to the caller who says, I just need a price? Maybe they think you are just like everyone else. After all, you did not bother to tell them any differently. Hey, we all reject stuff we dont understand. How many times have you seen someone handing out free stuff on the street or in the mall and simply passed them buy. Its FREE and you wont take it! You dont see the value!!
Our Pricing!
Clients don't want cheap. They want the best value for their dollar !! Price / Value = Cost!
We are building a product up to a quality and not down to a price! Obviously you must have a reason for looking exclusively on the rupee side of the proposal, lets review the value you will be receiving!
Closing!
When the prospect is ready! When he asks questions.How much is it? When he asks another persons opinion. When he relaxes and becomes friendly! Carefully examines brochures, C/W! After you close.. You just Shut Up!
Lack of Product Knowledge! Time Wasting! Poor FABing! Pushiness! Lack of Dependability! Unprofessional Conduct! Unlimited Optimism and False Promises!
Before I joined.. You kept calling me, you told me how this was the best place for me, and now that I joined you stopped showing any interest in me or my problems! What happened? You just stopped being my customer! After the Sale, the Honey-moon is Over!
So..
A
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Approach of
Exclusivity
Build Trust/Rapport Special/Tailor Made Program Based on Profile
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Enforce Demos
To Build the WOW experience. Seeing is Believing Only NIIT
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Need
Identification
Curriculum Support/ Current Trends/ Certification/ Career Uncover Explicit/Implicit Needs for better program fitment
Show Case
Solution Proposition Need Based Demo Education delivery @ NIIT Prove Faculty Efficiency Prove Placements Regions Testimonials
Build
To Make the Enquiry feel that NIIT has designed this program specifically for his her profile type
The objective to categorize the enquiries basis the three Cs is to give more focused and personal approach to counseling.
Courses: If the candidate is absolutely sure about the course he wishes to pursue then he needs to be counseled only on that specific program/course/technology.
DQ
EIT
Sure about Career Path Y Sure Abt Course Y Program as per choice N Y N
GNIIT
We wish you the very best for your future. In case, there are queries un-answered, or doubts that have not been satisfactorily handled, please note that I am absolutely accessible. You can contact me in my cabin or call me on _________. We encourage participation by parents in the counseling & decision-making process & in case your parents wish to seek any clarification, I will feel privileged to render support.
Warm Regards,
A
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Approach of
Exclusivity
Build Trust/Rapport Special/Tailor Made Program Based on Profile
N
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Need
Identification
Curriculum Support/ Current Trends/ Certification/ Career Uncover Explicit/Implicit Needs for better program fitment
Show Case
Solution Proposition Need Based Demo Education delivery @ NIIT Prove Faculty Efficiency Prove Placements Regions Testimonials
Enforce Demos
To Build the WOW experience. Seeing is Believing
Build
To Make the Enquiry feel that NIIT has designed this program specifically for his her profile type
Only NIIT
A NSWER
Approach Of Exclusivity
This is the first step to the counseling at the EIT/DQ desk. This talks about giving a General Benefit Statement to the enquiry giving an elated feeling of Trust and compassion. Ex:, NIIT has launched a course especially for BSc IT 1st Year students, keeping in mind the typical requirements any Bsc IT 1st Year student would have.
A N SWER
Need Identification
Nothing is more validating and affirming than feeling understood. And the moment a person begins feeling understood, that person becomes far more open to influence and change
Stephen covey
A N SWER
Need Identification
- Pre-App -
filled up
A N SWER
Post Pre-App Filling up, move the student to Aptitude Assessment!
We have just assessed your need to do an IT program through a discussion with you. Hope you were comfortable. Now, it is important that before we proceed any further, you take up an aptitude assessment which will serve as a diagnostic, and coupled with your NEED Identification, we will be in a better position to suggest an appropriate program commensurate with your requirement & aptitude Come this way
A N SWER
Program Selection.
Program offered is
GNII T ANI I T DI T
A N SWER
The FOUR Cs
Curriculum Support Seekers
I have done various technologies in college, however I was deprived of proper infrastructure which hampered my learning Whatever I learned in college I have forgotten I need better grades and scores.
Whatever I learned in the beginning of the semester, is now outdated. I need to rejuvenate my learning with the latest trends? My College syllabi is all outdated! I need to up skill myself to perform better
A N SWER
The FOUR Cs
Certification Support
I have been observing the job requirements published and advertised in the media. There is a requirement for international Certifications. It is important to be certified with the owner of a technology on having learnt the technology to specified objectives. I have seen my peers doing these certifications and getting great jobs
Career Support
I have been observing the job requirements published and advertised in the media. There is a pent up need for IT & ITeS professionals..
I need a program which increases the probability of my getting a job right after graduation. I am looking for a dual qualification!
A N SWER
Post the assessment, if recognized as GNIIT/AAE
Present the offer letter and take forward So, would you like to know how the GNIIT/AAE program can benefit you?
AN S WER
Demand Supply
Show-Case GNIIT
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AN S WER
Industry Orientation Kit
Carries Industry trends Carries c/w on Aptitude Assessment Carries case studies on behavioral traits through experiential learning Carries c/w that enables certification
- GSA
kit for T1 enabling MCSD, MCSA kit for T2 enabling MCSA certification, No certification but prepares student to become a Specialist in EIS [Executive Information Systems]
maximum in the shortest span possible & beginning young. Youth of today are far more aware & conscious of this, than ever before. Competition is soaring & many avenues are available today - from Engineering & Medicine to Interior Designing & Jewellery designing. Tennis champion Sania Mirza, Cricket icon Sehwag, & Indian Idol Abhijeet Sawant followed their instincts & Changed the way the World looks at them. Like-wise there are many of us, who are aspiring to begin young in fields of our interest, with some apprehensions at times about what if we do not make it or what if we make it but do not succeed! In times like these, it is best to have more than a single option, an option that one can always fall back on, an option that complements performance in every walk of life, an option that provides you a safety net, an option that is not limiting , an option that opens up a world of opportunities & an option that also is an extension of your core competency. Your schooling & college education does not get used in its totality in your chosen profession, but nevertheless, provides your personality a certain solidity that will be always welcome. Most of us hail from schools & colleges that we are proud to be alumni of & most of us make it to places because we were associated with them.
Our Institution, believes in the philosophy of imparting wholistic education & empowering GNIITians to make their own choices in domains of their own interest areas. NIIT facilitates this decision making process by providing opportunities that are as many as diverse. Hence there are GNIITians working in Banks & Financial Institutions, EDP departments of Multinationals, Sales & Marketing in FMCGs, Government Organizations, Technical Writing, Systems Administration, Fashion Designing, Law, Advertising and the list goes on. Many GNIITians realize their acumen for IT only after joining NIIT. More than 1 Lakh GNIITians have done us, their parents and friends proud & their employers proud! When they walked out of NIIT, they walked out with ammunition to give them the much desired advantage! What GNIIT gave them was
An Industry Recognized GNIIT Diploma One-Year Professional Practice that helped them convert knowledge to skill. o A platform that helped them to integrate their professional skills with their problem solving skills, intellectual ability, decision-making ability & creativity. o This objective is often described as theory-practise symbiosis-Practise School A lateral entry into MSc IT o This lateral entry in independent of stream pursued at the XIIth or graduation level
Technology Obsolescence Insurance o A 3-year Insurance module that insures learners from the danger of of skills obsolescence, post completion of the GNIIT program of studies, through a radical delivery of content via mix of CDs and`web-based learning o Provides access to newer versions of technologies & upgradation of existing ones o Provides e-lab facility, where one can under-take these projects on the technology of their choice, with feedback assured o Newsletters on Industry updates o Placement Opportunities Industry Orientation - Profile Enhancer: There is a capsule on Personality Development and the CDS kits have Aptitude Assessment modules which will help you prepare your Personal Profile. Academic Enhancer: Preparation for Relevant & Cutting Edge Technologies through International Certification. Employability Enhancer: Provides you an avenue for continuous Improvements on your Employability through Career Development Sessions during GNIIT & Technical Update after passing out GNIIT through Technology Obsolescence Protection
Online Learning support o Our Student learning portal niitstudent.com provides for practice tests & assignments that enable internalizing concepts. o Students can also post queries on Experts Answer and use Online Libraries 24*7 faculty o Our portal niitstudent.com provides 24*7 faculty support for candidates who wish to have their queries resolved while working at home Technical Skills Core Concepts, Software Engineering & Key Technologies o Our curriculum looks at making our students productive from day 1 at their work-place where, a judicious mix of core concepts & key technologies is a must o Our Machine room practicals have part written programs on which students need to build code, just like the way they would in a real-life environment, where coding never begins from scratch
Hybrid Methodology o The teaching methodology at NIIT is designed such that students are in a structured manner exposed to self-learning in an on-line mode. o The training material comprises of courseware and CDs , so that the student apart from getting trained by faculty, gets introduced to online learning and hence can upgrade his skills on his own in the future. CDs provide an any-time, any place, any pace learning platform o We at NIIT believe in this methodology since our students should gradually become self-reliant and capable of adapting to new technologies through self learning in online mode and thereby reduce dependance on instructor-led mode, more-so because in this industry, students have to continuously keep them-selves abreast with latest technology developments Behavioral skills Team Interaction, Effective Communication, Corporate etiquette, Result Orientation o All projects, seminar presentations are made by student teams so that they understand dynamics of team interaction o The Professional practice period also becomes the coaching ground for students who are uncomfortable in group interactions or Inter personal relation-ships
Behavioral Skills
Ability to upgrade skills through Online learning promotion through self-learning Hybrid methodology Work Experience Ability to apply concepts learned Professional Practice Projects, Part Machine Rooms, PP
ANS W ER
Handle objections like Fee, Duration, Need The source of these objections to come from the NID
ANSW E R
a) How the Industry views students from the Institution demo of naukri.com b) The Placement Track Record of the Institution Our placement c) 24*7 faculty support & Faculty profile demo of niit-student.com d)Curriculum Content, Design , Methodology & Infrastructure exit profiles, Learner centric methodology Hybrid, guided tour e) One that provides Real-Life Training experience through Internship, grooms you for facing Industry Interviews, preparing resumes, & makes you Industry ready - PP f)An Institution that has a track record in IT Education, global reach & a wide-network with the Industry Our credentials g) An Institution that makes you self-reliant and equips you with ways to keep yourself updated in latest technologies, provides you with Technology Obsolescence Insurance & provides you with Practice Tests, Practice assignments & an Industry accepted system of Performance Appraisal niitstudent.com practise tests & assignements h) The Fees to be paid
ANSW E R
Use Flip-Chart for the above Power of PP Success stories & Partial Placements PUP Success Explanation of what the employers look for
ANSW E R
Educate the student about the multi-track opportunity
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Recommend a track
ANSW E R
SOCO while recommending tracks : this is what I am
recommending and towards the end of Sem 1, we will confirm your track, because by then you would have your performance in front of you, you may have changed your preference or we may feel you have better aptitude for an alternate track, whichever ways the guiding principle will be your industry acceptability
ANSWE R
Track Confirmation
MCA/MBA
Vs
GNIIT
The IT story The IEC story The NIIT Way The Placement successes
GNIIT Search Engine Naukri.com screen grabs Niitstudent.com screen grabs IOK kits, C/W, Project of student, GNIIT PP diary, Mentor log-book. Wipro PUP CD Faculty profiles Placement data & testimonials & list of openings International Certification copies GNIIT Diploma copy Copy of MSc Certificate
3. Click GO
A
A
Approach of
Exclusivity
Build Trust/Rapport Special/Tailor Made Program Based on Profile
N
S
W
W
E
E
R
R
Enforce Demos
To Build the WOW experience. Seeing is Believing Only NIIT
N
Need
Identification
Curriculum Support/ Current Trends/ Certification/ Career Uncover Explicit/Implicit Needs for better program fitment
Show Case
Solution Proposition Need Based Demo Education delivery @ NIIT Prove Faculty Efficiency Prove Placements Regions Testimonials
Build
To Make the Enquiry feel that NIIT has designed this program specifically for his her profile type
Thank You