Sales Sprint... How to WiN?
Arvind Sukhija
Startup Consulting | Sales Leadership | Sales Trainer | Sales Coach | FMCG Sales Growth Expert | Leadership Coach | Mentor | MBA & BBA Faculty
The Sales Sprint: Winning the Customer-Centric Relay Race
In the fast-paced world of FMCG companies, success hinges on a well-coordinated effort. Imagine it as a relay race, where each department plays a critical role. The founder sets the purpose – to serve the needs of consumers with exceptional products. These products, meticulously researched, developed, and refined, are the batons passed throughout the race.
Sales: The Engine of Customer Needs
The sales team is the engine propelling the baton towards victory. While processes and training are essential, their role goes beyond simply following procedures. A customer-centric approach equips them to be active listeners, uncovering pain points and presenting product solutions that genuinely address customer needs. Think of them as skilled athletes, not just carrying the baton, but strategically utilizing their knowledge and problem-solving skills to navigate the course.
Action Beyond Processes: The "Give 2 Win" Mentality
Sales isn't just about closing deals; it's about building lasting relationships. Disciplined sales teams operate with a "Give 2 Win" philosophy. They don't just push products; they actively engage with customers, providing valuable insights and exceeding expectations. This "give" translates to long-term customer loyalty, a crucial advantage in today's competitive landscape.
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The Power of "Give 2 Win" in Action
Studies by [Source on importance of customer retention] show that retaining existing customers is significantly cheaper than acquiring new ones. A disciplined sales team, committed to building strong relationships, fosters customer loyalty, leading to repeat purchases and positive word-of-mouth recommendations.
The Final Frontier: Delivering the Baton to "Place"
The relay race isn't complete until the baton reaches the finish line. In the world of FMCG, the finish line is the "Place" – the physical location where customers encounter the product. The sales team plays a pivotal role in securing strategic placements within retail stores. Through effective coverage, distribution network expansion, and collaboration with retailers, they ensure the product is readily available, removing the final hurdle for consumers to experience the value proposition.
Conclusion: The Sales Team – Champions of the Customer Journey
A well-trained and customer-focused sales team isn't just a department; it's the driving force behind a successful FMCG company. They bridge the gap between meticulous product development and customer satisfaction. By understanding needs, taking action with a "Give 2 Win" mentality, and securing placements within retail stores, they ensure the product reaches the hands of satisfied consumers, ultimately winning the race in the marketplace.
Sales and Soft Skill Training
4 个月Dear sir, FMCG sales has been very aptly encapsulated. Every sales person should apply himself/ herself with passion, determination and discipline. With complete awareness of the impact of his contribution not only to the organisation but also to himself/ herself. At the same time skill development through Training, Hand holding and coaching along R&R is very crucial for business development and individual development. Most of us are like Hanuman who at one point in time is not aware of his super powers. Till Jambavath makes him realise that Hanuman is all powerful. I think every leader must become Jambavath to identify the strengths of his team members, make them realise their strengths and perform to their potential. As you have rightly said retention of existing customers is crucial and effective, it also applies to all the stakeholders.
Member of IGNITIA | Senior Coordinator at Hiranya | Ex- Kotak | MBA'25 - Jaipuria Institute of Management, Noida
4 个月Arvind Sukhija Sir, your analogy of a relay race perfectly captures the essence of cross-functional collaboration. The "Give 2 Win" mentality truly sets disciplined sales teams apart, ensuring long-term success through genuine customer engagement and strategic product placement. Kudos to all sales champions who continuously strive to exceed expectations and deliver exceptional value! ??
Cadila , Lotus, L’Oréal , Biotiqe , Believe Senio Area Manager -Sales At Believe Pte Ltd
4 个月It’s vary important points winning attitude and mind set for achieving Milestone.
#1Bestseller Author, Board member,Business & Executive Coach & Past President at ICF Bangalore Chapter
4 个月Very well said Arvind Sukhija. Every sale person should train herself to be a deep listener and to be at the Speed of Presence. It is not only the sales person but every employee is an ambassador of the company and therefore needs to be close to the customer. We need to empathize with the customer and draw lessons which could be the values of the sales department that acts as a guide line for operations. Reminds me at Airtel I would Listen to customer calls for one hour every week, I would spend half a day every month sitting in different Franchise outlets and observe our operations and meet customers, Every Quarter we had a customer meet where about 20 to 30 members of the team would meet approximately 600 to 800 customers in a hotel with high tea. This was an opportunity to hear what motivates them, what they need in the future, and to handle any irritation that could be there if any. In my mind this played a big role in helping build the massive customer base that Airtel enjoyed and still enjoys. My two bits to add to your powerful story. ??