selling and sales management€¦ · web viewthe barry m nail varnish range is manufactured from...

Selling and Sales Management

Rebecca Brown (C00143943) 04 February 2013

ContentsName of product...................................................................................................................................3

Use of the Product.................................................................................................................................3

Materials used in the construction........................................................................................................4

Company Information...........................................................................................................................4

Barry M Product Range.........................................................................................................................5

Barry M Customers................................................................................................................................6

Prospect Information.............................................................................................................................7

Buying Process.......................................................................................................................................8

Decision Making Unit.............................................................................................................................8

Letter of Introduction............................................................................................................................9

Competitor Analysis............................................................................................................................10

FAB Analysis.........................................................................................................................................12

SPIN Questioning technique................................................................................................................14

Approaches and selling Tactics............................................................................................................15

Objectives............................................................................................................................................16

Methods of closing the sale.................................................................................................................18

Bibliography.........................................................................................................................................20

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Name of product

Barry M Nail varnish line

Use of the Product

The Barry M nail varnish is just one of the latest developments and addition to the vast product

range of Barry M products. From a period of much French manicure and classic colours on the nails,

Barry M in recent years has become more and more darling with what colours they use on the nail.

Barry M found that no one was producing the exciting and vivid colours that his customers required

so lead him to experiment more today than ever before. The Barry M range of nail varnish is

considered more than ever to be an important fashion accessory. Inspiration for new polish colours

often come from catwalks around the world. To match nails with clothes is also considered in many

cases to be more the rule than the exception. There are many different types of nail polish,

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shimmering, creamy, glistening, matte, caring and those that form patterns (Graffiti Nails). The nail

polish is extremely easy to apply, very long-lasting, can make a perfect outfit and can be easily

removed to allow another coat of nail varnish to be applied.

Materials used in the construction

The Barry M nail varnish range is manufactured from various components including

Nitrocellulose cotton or filming agents- Barry M uses a proper film as it is needed in

nail Polish as it prevents material underneath film to prevent drying quickly and

loose its shine.

Resins and plasticizers- This is added as they are soap resistant and water resistant

and to improve flexibilities.

Solvents- All Barry M’s Nail Polish include a solvent which holds the colour and other

material until polish is applied.

Colouring agents- A nail polish should always have a colour. Different pigments are

used which are mixed well with solvents and other ingredients to make a better and

improved product. With colouring agents’ desired hue and colour tone is also added

to create the desired Barry M nail polish.

Company Information

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UK's number 1 fashion cosmetic company

Includes Over 400 different colours and a wide range of products

Was created in London, Great Britain in 1982 by Barry Mero

Barry M products are stocked in numerous stores in the UK and in over 12 stores in Ireland


Barry M Product Range

Lips Paint

Gloss

Pencils

Eyes Shadows

Pencils

Liquid Liners

Lashes

Nails Paint

Care

Effects

Face Foundation

Cheek

Shimmer

Concealer

Accessories Brushes

Make-up bag

Pencil Sharpener

Retro Collection Gift Boxes

Dazzle Dust

Nail Paints

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Has many fantastic celebrity reviews

Have won numerous beauty awards

Over 24 successful products have been launched


Barry M Customers

Barry M’s customer base consists mainly of Pharmacy/Chemists who purchase the

beauty products for use within their business. Online shopping however is becoming

more popular and sites such as EBay and Amazon are also selling many Barry M

products. Below is a list of some of Barry M’s customers in Ireland.

Superdrug

The Powder Room

Therapy for Girls

Boots Pharmacy

River Island

Urban Outfitters

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Prospect Information

Who am I selling to?

Selling on behalf of

Selling to

Harmony Beauty Salon is located in Bridewell Lane, Haddens Car Park Carlow. It was

established in March 2004 by entrepreneur Deborah Byrne who felt that Carlow town was

lacking a fresh innovative salon to provide all treatments from skin care to tanning.

Harmony beauty salon currently employs 5 people, Deborah being the only full time

member of the team.

Harmony beauty salon cannot identify a specific target group as both genders of all ages

ranging from 15-55 use the salon on a regular base. The salon is busy throughout the year

the only months which are quite are January and November.

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Harmony’s product range includes high quality products such as Germaine De Capuccini,

Karora Tan, Nailtiques and SLA Paris. Harmony beauty salon is recognised for its excellent

customer service and effective after care service.

Buying Process

Primarily Harmony’s buying process would consist of Harmony deciding to add a new brand

or new product line. Deborah Byrne would contact the company who she wishes to

purchase from and arranges a sales meeting. Deborah only purchases high quality products

and electronics (CND UV lamps, sun beds etc.) from reputable companies because Harmony

only uses quality products when delivering an excellent service.

Decision Making Unit

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Letter of Introduction

Barry M Cosmetics ltd1 Bittacy Business Centre

LondonNW7 1BA

Tel: +44(0)1433-8762435Email: [email protected]

4 Febuary 2013Ms. Deborah ByrneHarmony Beauty SalonBridewell Lane,Haddens Car ParkCarlow

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DMU

Deborah Byrne

(Owner of Company, Managing Director)

Leanne White (Senior Sales

Executive)

Paul Byrne(Head of

Accounts)

mailto:[email protected]


For the attention of Managing Director

Dear Ms. Byrne,

I am writing to you on behalf of Barry M Cosmetics to introduce to you our new and revolutionary rangeof Nail Polish that has been recently launced. Are your customers looking for an award-winning Nail Polish that is quick drying, long lasting and suitable for natural and acrylic nails? Are they seeking the perfect fashion accessory in over 400 colours?

The Barry M Nail Polish is the latest addition to the range of products that Barry M produce. Perhaps you have read about Barry M in the trade press, it has featured in over twenty three articles ranging from Look Magazine to the Sun Newpaper. It has recently won numerous beauty awards such as In styles ‘Best Beauty Buys 2011 Winner’. Barry M has also received numerous celebrity reviews from icons such as

Cristina Aguilera -‘Barry M cosmetics are fabulous, they’re the only way to glam an outfit up!’Jade Ewen Suababes-‘I really like Barry M Nail Paints. They have such fab colours. One of my favouries is Navy, a midnight blue that glistens in the light. And you can usually get two for a fiver, which is a bargain.’

I would appreciate the opportunity to meet with you to show you the fabulous range of Nail Polish we offer and give advice on which products would be best suited to increase your sales and profits. The meeting will only take approximately twenty minutes of your time which will be beneficial for your company. You can contact me any time by phone on (085-155-4343)or by emailing head office in London. I have also enclosed a catalogue of all the Barry M Nail Polish line. I would like to thank you for taking the time to read my letter and look forward to speaking with you in the future.

Yours SincerelyRebecca BrownBarry M

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Competitor Analysis Product Attributes

Nail Polish

Price- €1.29 €1.49 €2.19 €3.10

Colour Range

Over 400 shades of Nail polish and Nail colour enamels.

Out of the four Rimmel has the least variety of colour options with only 48 shades.

Maybelline has 50 shades. Sally Hansen has the second largest colour range out of all four with 247 shades.

Quantity 10 ML Per Barry M Polish 9 ML Per Rimmel Polish 7 ML Per Maybelline Polish 11 ML Per Sally Hansen Polish


Promotional Offers 3 for 2 on all Barry M cosmetics

3 for 2 (cheapest free) Buy 1 second half price Rarly Promotional offers

Performance High shine, long lasting suitable for natural and acrylic nails. Perfectionist brush allows perfect application.

Hardwearing, chip resistant, long lasting colours for a great colour finish.

Quick-Dry nail colour wet to set in 40 seconds.Control Flow brush for an even finish.

Featuring the unique precision brush for a flawless finish and patented Vita Care technology for advanced 10 day wear

Year Company founded

1982 In London England 1834 in London England 1915 in Illinois USA 1957 in New York USA

Reputation Has gained a remarkable position in the field of fashion cosmetics and has an excellent reputation. Favoured by numerous celebrities.

Longest established (1834) very well recognised within the beauty industry.

Leading mass-market retailer originated in 1915 in Illinois. Recognised as a qulity budgeted brand.

Best known for its airbrush instant tan, but has also earned the reputation of number one expert in nail care in the USA.

Celebrity Endorcments/Reviews

Cristina Aguilera Jade Ewen Tulisa N-Dubz

Kate Moss Zooey Deschanel Georgia May Jagger

Sarah Michelle Gellar Melina Kanakaredes Kristin Davis

Avril Lavigne

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FAB Analysis

Features Advantages Benefits

1.Covers the whole colour spectrum

Barry M splashes its phenomenal colours in the region to transform every woman's essential look into a bright, vivid and even flamboyant appearance. It covers the whole spectrum having 92 various colours and shades. This means customers to do have to look at any other brand for various colours or styles because Barry M is one of the leading brands for the range of colour they produce.

After speaking with Ms. Shugufta Akher Marketing Executive, Boots pharmacy she said that they were proud to launch the UK’s unique Barry M cosmetics as it is very popular and known for its wide colour palette. A massive benefit of Boots pharmacy launching Barry M is customers save time and effort searching through various competitor brands for the desired colour nail polish. Barry M’s line has any colour for any customer.

2. Instant Effects Crackle Nail Polish

Barry M was the first brand to introduce the feature of crackle effect nail polish in the UK and Ireland. This lead to massive sale and profit increase for the company. Barry M was recognised to be a trend setter in this area and numerous companies followed the trend, bringing out there own versions of the Crackle Nail Polish.

As Barry M was first to launch it became the bestseller tapping in to the re-emerging appetite for nail art, at "pocket money prices". When I spoke to a customer who I had recently sold the Crackle nail polish to her reaction to the nail polish was very positive. She said The nail varnish dried very quickly on her nails and was also easy to remove, she said she could not fault the nail varnish as it does what it is meant to instantly, and doesn't require much effort.

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3. Chameleon Colour Changing Nail PolishBarry M also came up with the Chameleon Colour Changing Nail Polish. It's a nail polish which is available in three colours that changes colour once you apply a top coat over it. A huge advantage of this nail polish is that it allows a customer to have two colours in one. They also only need one coat to allow the colour change.

I was speaking with a loyal customer of Barry M nail polish and her response to the Chameleon colour changing nail polish was she found it very easy to use and that you can be so creative with many designs. She also thought that being able to see the colour change was exciting.

4. Chip-resistant The Barry M nail polish is a hybrid polish because it fuses the benefits of acrylic nails with the ease of polish. It has ingredients such as acrylic polymers, keratin and calcium which allows the polish to last for days. Another advantage of Barry M nail polish is that it doesn’t stride on the fact that it is fast drying because usually fast drying nail polish doesn’t include the ingredient acrylic polymers which is essential in a chip proof polish.

Gone are the days when your nail polish only lasts a couple of days. The technology behind Barry M allows for not only a flawless finish but also chip resistant for over a week. I consulted with a salon who sells Barry M nail polish and they said that customer reviews are fantastic; the main benefit that customers love and keep returning is the fact that the polish is so long lasting and chip resistant.

5.Matching Accessories Having matching or uniform colour scheme is ideal when producing matching accessories.

When selling a product like nail polish to women having matching accessories is essential. Accessories like the various make-up bags are perfect to place the nail varnishes in. You will not only satisfy the customers needs but will also increase profits for the company.

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SPIN Questioning technique

Situational Questions:

Do you get a lot of beauticians requesting the nail polish line to sell in their company?

Nail polish has become a fashion accessory, how do you feel your product can keep up with the fashion trend?

Shellac nails have been the fashion craze of 2010 and 2011 how can your company compete with this?

What promotional offers are you offering people to keep them interested in the brand?

Problem Identification questions:

Have you ever had problems with beauticians stocking your product? You are known for your phenomenal colour range in nail varnish, have you ever had

complaints about not stocking a particular colour or shade of nail polish? You are known for being the first company to launch the Instant Effects Crackle Nail

Polish, has there ever been reviews that other brands who have also launched the nail polish are selling more or have a better product?

Are you worries about the quality of the product because the price of your products is so cheap?

Implication Questions:

Are you ever frightened that introducing a new product line will increase your costs and therefore decrease profits?

How will this problem affect your future profitability? You only produce products on small margins, doesn’t that create work blackness? Having chip resistant nail polish takes away from the fact that the drying length of

the nail polish is longer, will that affect customer satisfaction?

Need Payoff Questions:

Why would you find this solution so useful? Is there any other way this could help you out? Would it help if you took out an ingredient in the nail polish to allow quicker drying

time?


Approaches and selling Tactics

1. The Instant buddy

If a prospect likes a salesperson they will be more willing to buy from them. Salespeople who use this approach are warm and friendly asking questions and showing interests in their prospect. They try to connect on an emotional level with a prospective customer. This approach can be very effective but only in the right hands. A salesperson should not try to make friends with a prospect unless they really mean it. They can tell when a salesperson is faking it.

2. The Networker

Networking can be a big help for any salesperson. The dedicated networker takes it to the next level, setting up and maintaining a web of friends, co-workers, salespeople from other companies, customers and former customers, and anyone else he/she meets. A strong enough network will create an on-going flow of warm leads that can provide most or even all of the salesperson's needs.

3. The Hard Sell

This is best described as “scare the prospect into buying,” the hard sell approach is what gives salespeople their bad reputation. Hard selling involves getting someone to buy a product even though he doesn't want or need it. Methods range from bullying (“Buy this now or you'll feel stupid tomorrow”) to manipulation (“If you don't buy from me I'll lose my job”) to outright deception (“This product has a much better safety record than the competition”). Salespeople who use the hard sell technique of selling are usually considered untrustworthy and unethical and customers are put off by this sales technique.

Area’s where I propose to differentiate my product from the Competitors

Chip-Resistant Formula Phenomenal colour range Being the first to launch both the instant effects crackle nail polish & Chameleon

Colour Changing Nail Polish

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Objectives

(1)Ms. Byrne: In the past I have heard stories about Barry M cosmetics testing on animals, my beauticians do not stock any products which test on animals. Is this true?

Straight Denial

Rebecca: No absolutely not you may have mistaken Barry M with one of our competitors as we have never tested our finished products or ingredients on animals or engaged another company to do so on our behalf. Although we have NEVER tested any of our products or their constituents on animals, some of our products do contain common ingredients that will have, at some point, been tested by other parties (not at our request). These are often ingredients that have been included in cosmetics for many years and were therefore tested when there wasn't so much awareness about the issues.

(2)Ms. Byrne: Looking at the appearance of cosmetic stand in the brochure I am not sure it will blend it with all my other stands that are in the beauticians.

Question the objective

Rebecca: Would you mind telling me exactly what you don’t like about the appearance

Ms. Byrne: Well I don’t like colour scheme and I don’t think it would blend in well with the colour scheme of my beauticians.

Rebecca: That’s not a problem at Barry M we design and fit each particular cosmetics stand for each buyer’s needs which means you can pick what style and colour stand you want to suit your needs.

(3)Ms. Byrne: I believe that all the nail varnish products are not quick drying is this true? This is an important factor for my customers in my salon.

Agree and counter

Rebecca: Yes I do understand that Barry M nail polishes are not quick drying compared to competitors, but you have to understand that the reason for this is down to the fact our products are chip resistant which we feel in the long run is more important than the drying length. The fast drying nail polish doesn’t include the ingredient acrylic polymers which is essential in a chip proof polish.

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Ms. Byrne: That’s perfect I was just unsure why other competitors nail polishes were fast drying. I also agree with you there, chip resistant is more important.

(4)Ms Byrne: I have heard that the after sales service of Barry M is terrible, is this true?

Rebecca: I am sorry Ms. Byrne I don’t know where you have heard that from as the after sales service of Barry M is second to none. I will be available Mon-Fri 9-6 if there is ever an issue with any of the nail polishes or the cosmetic stand. Even if you just want to call to order more stock or perhaps one of your customers have a question I will be responsive immediately.

Ms. Byrne: That is great, them hours fit perfectly with my opening hours anyway, so there wouldn’t be any need for me to contact you out side of them hours.

(5)Ms Byrne: I do Shellac nails which are very popular do you think this is a disadvantage on me selling your product in my salon?

Balancing

Rebecca: I know you see some disadvantages such as the Barry M nail polishes not selling because of the Shellac nails but you also have to see the advantages of stocking the product. The Barry M nail varnish is a lot cheaper than Shellac nails which may appeal to your younger customer base, also Barry M nail varnish is more convenient to customers who do not have the time to stay in the salon to get their nails done.

Ms. Byrne: That is very true I do have plenty of younger customers who do not have the money for the salon price of Shellac nails. Barry M nail varnish would be perfect for them.

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Methods of closing the sale

Close from the beginning

From the beginning I will explain my agenda. Tell Ms. Byrne exactly what I am selling and how it can benefit her business. I will upfront about my intentions and promotes an honest, mutually respectful, and rewarding discussion - paving the way for a smooth close.

Rebecca: As I have told you everything about our new Nail Polish range, showed you the new brochure and told you how you would benefit from having our brand in salon would it be an option for you to sell it in the salon?

Ms. Byrne: I would have to discuss our sales meeting with Paul before I would be able to give you a definite answer.

Rebecca: I can fully understand why you would have to discuss an important purchase with Paul. I would like to remind you that Barry M nail polish would really benefit your salon and increase sales and profits.

Ms. Byrne: I am highly aware of that and I am very grateful you came in to speak with me today I look forward to dealing with you in the future.

Hero Close

Rebecca: Do you know River Island in Carlow?

Ms. Byrne: Of course I do I shop there on a regular base, why?

Rebecca: Did you know that River Island now stock the Barry M nail polish range that I am showing you today would you mind if I gave the manager (Edwina Dunne) a call and we asked her about her experiences with the purchase of Barry M nail polish and whether the product is selling in store.

Call Edwina Dunne and give the phone to Ms. Byrne who can talk to Edwina and discuss the sales and the service they received from Barry M.

Ms Byrne: I think after speaking with Edwina I am confident that the nail polish line will sell in my salon and I would like to place an order for the Barry M polish range on trial.

Rebecca: *Handshake* It has been a pleasure doing business with you I will get contracts written up. Your cosmetic stand and nail polishes will be delivered in the next 5 working days.

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Invitational Close

If the sales presentation has not run smoothly I will use this close as I am offering the

prospect to use a selection of the nail polishes at no cost this may influence the prospect to

close the sale after the trial.

Rebecca: Ms. Byrne why don’t you choose a selection of the nail polishes I am showing you

and try them for 3 weeks with no strings attached and if you feel after that time you would

like to continue with Barry M we can look at a more formal agreement.

Ms. Byrne: That sounds fantastic, it will give my customers a chance to try them out and see

what they think.

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Bibliography

Celebrity Fashion Perfume (2013) Product Index of Celebrity Endorsements. Available: http://www.celebrityendorsementads.com/celebrity-endorsements/product-index/ (4/02/2013)

Steal Her Style (2011) Avril Lavigne: Nail Polish Strips. Available: http://stealherstyle.net/2012/05/10/avril-lavigne-nail-polish-strips/ (04/02/2013)

The Independent (2012) Barry Mero: Dial M for make-up. Available: http://www.independent.co.uk/life-style/fashion/features/barry-mero-dial-m-for-makeup-7879630.html (04-02-2013)

AME Info (2013) Boots launches the UK cosmetics brand Barry M. Available: http://www.ameinfo.com/boots-launches-uk-cosmetics-brand-barry-312288 (04-02-2013)

Barry M Cosmetics (2013) Animal Friendly. Available: http://www.barrym.com/fun/animal-friendly/ (04/02/2013)

About (2013) 5 Types of Sales Approaches. Available: http://sales.about.com/od/How-To-Sell/a/5-Types-Of-Sales-Approaches.htm (04-02-2013)

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