Sales Techniques Notes

Market Analysis

• Intelligence Gathering: Key for understanding environment, predicting changes, and assessing risks.

  • Types of Intelligence:

  • Commercial Intelligence: Understanding market trends, customer motivations.

  • Competitive Intelligence: Analyzing competitors’ strategies and strengths.

  • Macroeconomic Intelligence: Broad analysis of economic factors affecting business.

Marketing Approach

• Customer-Centric: The customer is the core focus in the marketing process.

  • Customer Demand: Understanding behaviors, expressed and unexpressed needs.

  • Current Supply: Analyzing competition, both direct and indirect.

  • Macroeconomic Environment: Utilization of the PESTEL tool to evaluate external factors:

  • Political: Governmental policies affecting business.

  • Economic: GDP, interest rates, purchasing power, etc.

  • Sociocultural: Social trends and demographics impacting consumer behavior.

  • Technological: Innovations and technological advancements.

  • Environmental: Environmental issues and sustainability practices.

  • Legal: Laws affecting the industry.

Commercial Intelligence

• Purpose: To analyze and monitor market motivations and trends.

  • Types of Data Gathered:

  • Market research

  • Socioeconomic studies

  • Ethical studies

  • Objectives:

  • Stay updated on trends and expectations.

  • Adapt strategies based on customer behavior.

  • Tools:

  • INSEE for demographics and economic data.

  • Specialized press and trade unions for industry trends.

Competitive Intelligence

• Focus: Analysis of existing market competitors.

  • Objectives:

  • Research competitors to understand their strengths/weaknesses.

  • Develop competitive strategies for market positioning.

  • Tools:

  • Social media profiles, newsletters, financial records.

  • Trade fairs and field surveys for customer insights.

SWOT Analysis

• Strengths:

  • Internal capabilities like technology and brand reputation.

• Weaknesses:

  • Challenges such as recruitment issues or limited funding.

• Opportunities:

  • External possibilities like new market segments or technology adoption.

• Threats:

  • Risks from competitors and market changes.

Trade Area Development

• Defining Trade Area:

  • Primary Area: Direct competition.

  • Secondary Area: Motivation-based consumer choices.

  • Tertiary Area: Occasional visits based on transit.

• Isochrone Trade Area: Based on travel time.

• Isometric Trade Area: Based on distance from a location.

• Virtual Trade Area: E-commerce platforms enabling broader reach but requiring careful management of logistics and customer experience.