PERSONAL SELLING

TERM PRESENTATION
SUBMITTED BY:
HIBA HANIF
ELISHA KHOKHAR
NOMAN IMRAN
AYESHA HANIF
FAHAD QURESHI
KALEEM SHAH
SAUD KHAN
 INTRODUCTION

 PERSON OF CONTACT

 Interviewee: Mr. Faisal Ali

Sheikh
 Designation: Head of the
Consumer Research &
Business Development for
entire Pakistan Region.
 Partially looks after Iraq as
well. (remotely).
 INTRODUCTION

 COMPANY- GfK

 German based market-research company.

 Operates in more than 80 countries.
 They are service providers.
 They are market intelligent and market
consumer intelligent research company.
 Their core business activities include collecting
and processing data on consumer behavior.
 Target Market

 Target market of GfK is as follows:

 Durable home appliances
 Mobile operators
 Mobile manufacturing companies
Why GfK choose this target audience:
 GfK offers retail audit for them which is specialized analysis.
 GfK analyze, calculate, determine; market size, channel distribution and their
performance accordingly.
 Types of Customers

 GfK deals with two major types of customers:

 Chinese
 Koreans
 They deal with all types of personas.
 The buyer persona that they get mostly is collaborative and analytical (product manager,
brand manager, and head of the department)
 They don’t identify the buying motives individually.
Key Accounts:
 Customize offerings
 They keep engaging with their key accounts in one way or another
 Key skills of a sales person

 The skills required are:

 Excellent verbal communication skills
 Customer service skills
 Extrovert personality
 Knowledge about the offering of the services.
 They give preference to a person who can speak in chinese and korean,
because major portion of their clients are from china and Korea.
 They want patient and temperamental peoples in order to understand their
clients better.
 Hierarchy of GfK

CLIENT SERVICES
 They are client phased and deals directly with customers
understanding their needs and identifying their problems.
 They basically perform the fundamentals of personal selling.
 They transfer the requirements of the customers to the field
department.
 Hierarchy of GfK
Field Department
 They perform the data collection
part as per the requirements of the
customers.
 Sometimes third party is hired to
perform this task.
 After completion of the research,
they forward it to the data
processing/stats department.
Data Processing/Stats
 They clean the data through
python, SPSS.
 They are guided by the client
service department.
 They analyze the data and send the
data analysis report to the client
service department.
 Hierarchy of GfK

QUALITY CONTROL
 This department works at the backend, which is not a part of the
hierarchy, but is the most essential department.
 They backcheck all the running studies.
 Take feedbacks.
 In case of any loopholes from any department, they come in and
make sure all the ESOMAR standards are met.
 Ethical & unethical practices in the industry

 Violating client confidentiality.

 Sharing outcomes of client’s research with it’s competitor.
 Sharing details of respondents with clients (without consent).
 Breaching Informed consent rules.
 Choosing the wrong target market.
 Fill up the Survey forms falsely.
 ETHICAL GUIDELINES

Employees follow in the organization

 ESOMAR guideline.
 Do not share personal information with client.
 Share overall feedback/reporting to client with target audience (with consent).
 Signed concerned form is necessary from target audience.
 ISSUES FACED BY SALES PERSON

 Sometimes client ask for competitor’s data.

 Sometimes client ask for target audience email address.
 Client ask same price for ethnography studies like IHV’s (quantitative data collection
method).
 Client ask for a video in ethnography studies.
 Client refuse to agree on points, that are discuss in previous meetings.
 STRATEGIES TO DEAL WITH ISSUES

 Provide information which is already available on internet.

 Agreement with term & condition (include ethical guidelines).
 Have separate meeting for the understanding for both DCM.
 Provide pictures and audio.
 Agreed points are written & sign by both (client & agency)
 COMMUNICATIONS

 Verbal (physical meeting, online meeting)

 Non-verbal (Formal dressing, politeness, good facial expression, no
anxiety)
 Written (agreements, report, collected data)
 Sales strategy link with overall firm objectives

Firm Objectives
• Profit Earning.
• Market Share / Creation of Customers.
• Innovation & Utilization of Resources.
Sales Strategies
 Increase online sales through social media.
 Don't shy from cold calling.
 Be willing to adapt your offering.
 Close deals with confidence.
 Nurture existing accounts for future selling opportunities.
 Relationship between sales team and other
department

Working together
Sales department work collaboratively with other departments to achieve success. They
build a relationship with marketing, finance, and operation to allow them to operate in an
efficient and effective way.
 Marketing
Marketing and sales work together very closely. The role of marketing is to attract a
customer to the business and develop an interest in their services. Marketing will also
ensure the sales department are selling products and services that meet the wants and
needs of customers.
 Finance
Finance department provides a budget and an amount of money that
will allow the sales department to function effectively, whilst also
monitoring the sales made and the revenue achieved.
 Operation
1. The operation team insure the planning, supervising and organizing
research for clients what actually their sales team pitch to their
clients.
 Sales Process

 Prospecting&Qualifying: Their main target audience is the Appliances

and Telecom Industry. GfK is the only Retail Audit
Services/Consultancy provider in this category. Therefore, they focus
mainly on Tech and Durable Manufacturers globally to market their
services.
 Pre-approach: They identify their clients based on their requirements
and need for the market analytics data.
 Approach: Start connecting with clients on call and give them a
snapshot of what GfK is and what it can do for its clients.
 Presentation: They prefer to give PPTs based on clients' requirements.
 Overcoming Objections: The only objection that they face is
budgeting and costing. As they are the only MI service provider
globally hence they are a bit expensive.
 Closing the sale: Purely depends on the clients' seriousness towards
the MI services.
 Follow Up: It is the most important part of the client services
department. After sending a proposal, per week 1 follow-up is
required.
 Value Selling

 GfK consider to discuss the value they provide first in every pitch
to acquire customer instead of costs, benefits and brand power.
 Smart, trusted, relevant and customer centric.
 Analyzing customer requirements and value gap first.
 Perform targeted universe research after every 2 years.
 An extensive research that is based on what , where, why and how.
 welcoming discounts to local and international customers.
 Their value selling tools are GFK Newron and GFK Consult.
 These tools allow their customer to choose the service based on its
real value.
 They study their customer very closely and understand their
purchasing behavior before offering the services.
 METHODS TO INCREASE SALES IN TOUGH TIMES

 Brings up new strategies depending on the situation.

 Example shared was White Spot Analysis.
 They divide their entire reports into different sections.
 They tag a certain price to each segment of the report and then
pitch the client as per the clients requirement.
 Breakdown of report into different segments and then sell each
segment with customizations as per the requirements of the client.
 Examples: Market size & brands shares different price quoted.
Market size, brand share and price classes different quotation.
 CONVERTING SITUATIONS IN SALES STRATEGIES

 A good sales force/ person will make the best use of the
very famous quote, “When life gives you lemons, make
lemonade”.
 He will convert a query of his client in his sales strategy
by understanding the pain point and hitting on the spot.
 Example: A discount hungry customer came and asked
for a detailed research, they did offer him discounts but
eventually ended up doing research for 5 of their
products since the customer thought they are giving huge
discounts but as a result they had earned more revenue
from him.
 Pricing
 Pricing based on how much money is invest on field operation or spend on field.
 In pricing they add GFK global profit margin which is around 35%-40%.

Service Type Mini. Quantity Price (Rs)

Qualitative Research Focus Group 12 60,000/ focus group
Qualitative Research Ethnography 4 40,000/house
studies
Qualitative Research In-home-visit 4 15,000-18,000/
home
 Negotiating Techniques

 They try having long conversations/meetings with clients to create a win-

win situation for both parties. They follow the Integrative Negotiation
technique.
 They try customization techniques to come under the budget of the client.
 If some client is negotiating too much, and the price is going below their
reservation price then they don’t pursue that client anymore.
 They only do business with a client when their alternative options
(BATNA) are low.
 Sales Force Hiring Criteria

 For initial level they hires University fresh graduate who are willing to
work in sales job through there university recruitment drive and trained
them accordingly.
 For their key account customer handling they Hire at least 3-year sales
experience person for their sales team by conducting screening interview.
In which they examine candidate listening skills, Communication skills,
Negotiation skill Etc.
 Competitors

 Nielson is the direct competitor of Gfk.

 Whereas some local companies (Foresight research, Ipsos etc.) are the indirect

competitor of Gfk.
 Competitor Edge

They are the only company who offer retail audit in tech, and smartphone
there is no any company who carried out retail audit for such product
category which is the edge over competitor. Nielson is here but they are in
to fmcg category so Gfk has edge over it
They also have edge because they cover TCG (Technical consumer goods)
which is not offered by any other competitors.
THANKS!