India's sales effectiveness lowest in APAC region
New Delhi: India needs to significantly
improve its performance when it comes to sales effectiveness,
as it is far behind its peers in the Asia Pacific region in
terms of engagement of the sales force with a particular
brand, a survey says.
As per the survey commissioned by performance improvement
solutions provider Grass Roots Group, there is a greater
opportunity for improvement across all aspects of sales
effectiveness in India compared to its regional counterparts.
"India's overall sales effectiveness rated significantly
below the regional average. Tremendous opportunity exists for
stronger engagement between the Brand and the front line sales
team within the reseller environment," Grass Roots India
Managing Director Charoo Aggarwal told a news agency.
"There is no one issue which India's brand managers and
retail managers must fix to ensure overall excellence in sales
effectiveness – it is going to take a holistic approach of
engagement tools, communication, learning and motivators which
will improve the overall sales behaviour," Aggarwal added.
The country has performed fairly low as compared to the
regional average and China in specific when it came to
providing personal or anecdotal information in support of the
brand recommendation made by the sales person.
India's sales force performance in these terms is just 18
percent as compared to the regional average of 22 percent,
while China's average was 21 percent.
Moreover, the knowledge of Indian sales staff about after
sales product support was also among the poorest in the entire
region and merely 39 percent used that knowledge as a selling
This clearly signifies that the resellers need to be
better engaged with the brand, the report added.
Besides, sales staff lost the opportunity to close sale
as they did not ask shoppers if they would like to purchase
The report revealed that an opportunity exists for sales
people to be better equipped in ascertaining a deeper
understanding of customers' history and criteria with regard
to previous brand experience and timing of purchase.
Although this ranked slightly ahead of the regional
average, sales staff negated this in determining other key
information such as budget limitations and the intended use of
the product which was the subject of the enquiry.
In India though the first part of listening carefully to
the customer has been out performed standing at 95 percent,
only 41 percent were able to establish the needs by asking
the right questions.