Question

Jai Prakash Ltd., was running into losses for the past few years. The company appointed a consultant to look into the reasons for the loss. The consultant after analysing everything framed a sales strategy which helped the sales force spend time targeting the correct customer at the right time. This helped the company to revive their profits within a few months. Explain the types involved in this strategy.

Answer 1

1. Direct Sales Strategy: Where sales people attack the competition head on when talking to the customer. They talk about each feature of the competition’s product and compare it to theirs. The term "negative selling" refers to the direct sales approach.
2. Indirect Sales Strategy: They apply more subtle techniques by demonstrating features and benefits not available with the competition’s products or services without ever mentioning them by name. This more sophisticated, positive sales strategy requires research and analysis of the competition.