Sales & Marketing

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Overview

Sales and marketing are the backbone of any business. Key component of revenue generation in an organisation depends on its sales and marketing efforts. This function of business also drives company profitability.

OIP Services has a multidisciplinary team of professionals &industry specialists who are providing competent support to the Clients for development and enhancement of Client market footprint. With OIP Services support, it is possible to increase market visibility and revenue. OIP Services supportsits client at various stages of marketing and sales as listed:

Market identification
Preparation of marketing strategy.
Provide relevant sales strategy.
Support the Client in sales efforts.
Provide customer retention support.
Implement relevant CRM toolkits for smooth operation.

Strategy

A well-crafted marketing strategy acts as a roadmap for the Client’s marketing efforts. It guides the Client towardsthe target audience and acquisition of the market share. The aim of marketing strategy is to communicate a sustainable competitive advantage over competitors. OIP Services has robust understanding of global market(s) with a large network of specialists.

OIP Services supports its client at all stages in execution of a sound marketing strategy:

SWOT analysis of business
Market research
Prepare relevant long-termvision.
Prepare relevant marketing plan focusing on 4 P’s of Marketing.
Ensure to provide competitive advantage to the Client.
Ensure effective communication.
Optimise marketing budget.

Technology Selling

Technology sales is a Business-to-Business (B2B) function which makes the decision-making process layered, complex and time consuming. The technology sales require technology supplier to directly engage with the manufacturing company. Sales become easier if the technology on offer is unique and proven as the manufacturers require technology to offer specific solution at lower capital investment.

The technology sales should follow strategy of differentiation which can demonstrate differences with the competitors, best if what is on offer is not available from competitors, at least in the same quality and investment. Product differentiation can be vertical when the technology on offer can be assessed based on cost and quality of output. In some cases, the manufacturer may opt for horizontal differentiation of technology due to personal preferences. In the real world, most manufactures opt for a combination of vertical and horizontal differentiation to ensure flexibility.

Technology marketing requires expert knowledge of the technology and meeting with counterparts who may have good knowledge of all competitive technologies on offer. In such scenario, it is good to collect the manufacturer specifications and detail the solution on offer. This will require information on capital investment, operating cost, and training needs. This is like content marketing.

Equipment Selling

Industrial equipment sales require promotional effort to organisations in a Business-to-Business (B2B) format.These organisations purchase the industrial equipment to incorporate the same within their own manufactured product.These customers are generally well informed and therefore there is a need for creative approach in addition to normal promotion activity. Sales promotion efforts will require responsive and proactive approach supported by good communication skills for successful closure of sales. In specific cases it may be good to expose the benefits of the technology to ultimate customer.

The main features of industrial equipment sales are fewer clients with high volume. Since the sales depends upon the sales volume of the customer, a constant watch on the trends in the specific market is important. A good marketing plan needs SWOT analysis of each customer and market analysis relating to customer line of business. A careful watch on the equipment being sold by competitor can support innovation leading to improved product. Some of the successful marketing strategies for industrial equipment sales are:

Client specific sales efforts.
Positioning the equipment in leadership position through high quality product, competitive pricing high and mutually beneficial commercial proposal.
Provide integrated solution which adds value to both parties.
High quality after-sales service and trouble shooting.
Establishment of strong relationships with key stakeholders in the industry.
Referral programmes of customers of recent past.
Content marketing through which valuable technical information is provided.
High visibility through targeted advertising.
Online marketing targeting special customers.
- Constant watch for obsolescence.

Commodity Selling

Commodity markets are traditional markets for buying and selling of commodities. The traders enter into sales-purchase agreement based on quality, quantity, date of delivery and the price. The commodity market is categorised into spot market where the delivery is made on spot (e.g. crude oil and iron ore) based on the price on offer. In derivatives market the delivery is made in future based on the agreed price.

The commodities are classified into hard commodities like natural resources (e.g. natural gas and minerals) and soft commodities like agricultural produce. The characteristics of commodity markets are:

Focus on physical assets.
Risk of high volatility due to variation in quality, quantity, and prices.
Risk associated with operatione.g. unexpected banking restrictions or unexpected government controls.
Credit worthiness of the customer.
Sales efforts without expert knowledge.

To secure optimum return in commodity market, trader is required to:

Conduct thorough analysis of commodity trading practices, supply and demand, and regulatory controls.
Conduct thorough financial analysis before commencement of business throughpublished literature from commodity exchanges and trading houses.
Study seasonal variations and reasons thereof. Good examples of the seasonal variations in hard commodities is heating oil and in soft commodity is wheat.
Study break-out trading causing price movement outside the lower or upper range.
Define the spread for taking a long and short position in future contracts on a single commodity or between two related commodities.
Benefits of call options.

Digital Marketing

A significant part of the world population is now online. Organisations are now increasing their digital footprint and prioritising their digital marketing budget over traditional marketing budgets. Digital marketing also known as online marketing, is the practice of promoting brands and connecting with potential customers using the internet and various other digital communication channels such as computers, mobiles, social media, search engines, and other digital platforms.

OIP Services has successfully implemented several digital marketing strategies to increase client’s online presence. Few examples of the work that has been performed by OIP Services are: