19 July 2019, Chennai, YA TRAINING:
- What is the fastest way to succeed in sales
- Are you learning – from your experience or from others
- Do you want to break records in sales
- Are you a sales man or future sales manager
- Are you offering solutions to client’s problem
Most StartUp founders reluctantly agree that their solution is not saleable without adequate sales skills. Sometimes meeting stalwarts in a particular domain helps one to plan the strategies to equip self with the inadequacies of the particular domain. This is what happens whenever you meet GURUS like Shri Yathiraj Agarwal, India’s first Profit Engineer, who is the founder of YA TRAINING.
YA TRAINING was started in 1993 and the main objective of YA TRAINING is to help StartUps, Professionals and Entrepreneurs as well as MSMEs and Large Businesses to Increase their Sales and Multiply their Profits as quickly as possible and normally, clients can see the results within as little as 30 to 90 days. They propose to train one million entrepreneurs to rise to 3X profits in one year (by 2020).
In a candid chat with Yathiji, he shared few precious gems of his expertise. He revealed the difference between marketing and sales is quite distinctive. While Marketing yields leads, sales make a prospect, a paying customer.
‘PROPER PLANNING PREVENTS POOR PERFORMANCE’
Most StartUps opt for Digital Marketing is this way to create a prospective sales funnel?
No it only helps in getting leads, StartUp needs to harness sales strategies to convert the prospects into paying customers.
‘YOU CAN SUCCEED WITHOUT TRAINING BUT IT WILL TAKE MUCH LONGER’
Selling means solving other’s problem. While product knowledge only does 30% of the job it is the selling skills that do the major part in satisfying a paying customer. Selling to a customer, who has come to your doorstep with a need, makes you a sales man. But utilising your sales skills and solving your customers problem makes one a super sales person.
‘DON’T SELL PRODUCTS AND CONCEPTS OFFER SOLUTIONS TO CUSTOMER PROBLEMS’
Define buyer’s market and seller’s market?
Pre-liberation era, when the licence raj was present, we needed to pre-order products and hence it was a demanding situation for the sellers or it was a seller’s market. Post this era, around the mid-nineties the market suddenly turned into buyer’s market where one had a choice of brands and is being pampered by manufacturers with discounts and freebies.
‘WHAT IS YOUR GOAL? BEING A SALES MAN OR BECOMING A SALES MANAGER’
Why do StartUps fail with sales?
Definitions of selling are solving people’s problems at a profit. As someone rightly said, ‘sales may not be the whole business but let the whole business be sales.’ Most StartUps fail at this stage as trained sales personnel, is a very rare tribe in India. In USA nearly 30-40% sales force is trained with selling skills and in our country the ratio is far below 5%.
‘EVERY DEMO / PRESENTATION ENDS IN A SALE. EITHER YOU SELL OR YOUR PROSPECT SELLS (EXCUSE)’
But the expenses to get trained needs deeper pockets, can StartUps afford?
Well if I tell you to share from what I earn for you will it affect your budgets! Even good products boasting of best sales may not be having high profitability. Most founders need to realise that to sell to a prospective sample customers is far easier than stretching across other regions without acquiring sales skills.
When it fails the designing founder thinks that the market has been cruel to a very good product and the sales founder feels that either the product is inept or is overpriced. However the plain truth is. ‘I don’t Know to Sell.’ I believe, ‘an average product with great selling skills will always beat great product with average selling skills.’
StartUps have innovative products that need to reach masses as India is a big consumer market with vast population.
‘BE SMART – GET TRAINED’
How do you help funded Startups?
Let me quote one example every year nearly quarter million drill bits are sold but the buyer wants a hole to be made. It is now to decide whether you are selling a drill bit or a hole. If you are selling a drill bit then the customer has umpteen queries like make, quality, guarantee … etc. but by selling hole you are infact solving the customer’s problem. Imagine, have you ever seen a heart patient negotiating with a cardio surgeon, most probability not, because the doctor talks about the problem more than the process.
Most funded StartUps get investors on board with projected figures but with adequate selling skills they would succeed. This is where we come into picture and train their sales teams to go out and succeed.
‘WILL TO WORK SURPASSES WILL TO WIN’
Why the younger generations are reluctant to sales?
Imagine someone offers a lakh of rupees if you would swim for half a kilometre, most would jump, but very few people would take it up. And the despaired would be the ones who do not know to swim. It is the fear of failure or getting drowned stops them from attempting. And mind you nobody likes failure. Successful are aware that failures teach them valuable lessons but will not work to fail. This is the basic reason why many stay away from sales job. On the other hand if one is equipped with the necessary skills, then their acceptance would be instantaneous.
‘TRAINING HELPS YOU ONLY WHEN YOU DECIDE TO USE IT’
Finally please tell us about your 3X program?
This program assures the trainee to avail 3X profits in a year time with measured results. We start with how to adopt effortless selling skills with a helping pitch to sell rather than having a product pitch for sales.
Then we train them with WIN-WIN Negotiations skills. It is acknowledged globally that if one could implements 1% negotiation skills while buying and selling then overall would be able to make approximately 20% more profits. When you sell to small scale customers your profits soar high but when you sell to major corporate the profit margins are slashed inspite of good quantity sales. This is because the corporate train their negotiators to get the uneven advantage for the organisation. On the other hand you do submit due to meek skills.
We train on Customer Retention by utilising Customer Delight techniques. It is clinically proven that it takes six to seven times more time, effort and money to get a new customer than to retain an existing one. By harnessing this concept the bottom lines of every organisation improves marginally. We realised that a satisfied customer would talk about the product to at least seven more and on an average this churns out a customer a year. On the other hand, a dis-satisfied one talks to eleven and ruins the prospects.
The trainees are taught Low Cost and No Cost marketing strategies that would help them scale up. We emphasise that with a star sales team the growth is phenomenal. For all departments we recruit only knowledgeable teams however for sales which is the sole breadwinner of the organisation we compromise….Y?
‘BE AN ORDER MAKER NOT JUST AN ORDER TAKER’
YA TRAINING is on a mission to arm people with the right strategies and skills necessary to achieve success and fulfil one’s aspirations. YA TRAINING is a Premier Sales & Leadership Training Institute for Corporate, Entrepreneurs, Micropreneurs and Individuals aimed at providing Result-oriented training to Multiply Sales and Profits.
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