Question:
Discuss about the Internal Selling in the Context of Lancome.
Internal selling method refers to a process that includes a number of employees within a team and they sell the products exclusively. The internal sell is not completed till the sales person gets assurance about the fulfillment of the customer commitment (Kim et al. 2016). However, a company gets control over the sales process, customer service, and the pricing. Establishment of the good customer relationship is a crucial element of internal selling. Direct sales force involves the internal selling process. This study deals with the internal selling process in the context of Lancome, which is a well-known cosmetic company of France. The employees get straight salary as well as incentives in this internal selling process.
Lancome is a popular luxury cosmetic brand of France, which distributes their products in the international market. This brand is a part of L’Oreal Company and offers makeup kits, fragrance, and various skin care products. This company established in 1935 and the brand name Lancome is derived from the word Lancosme. Hyponose is one of their famous products, which is a mascara. On the vital skin care product is LR 2412, which improves the quality of skin texture and reduces the pores. This product has a great demand in the domestic and international cosmetic market. In the recent years, this organization has approx 14,000 employees, those are involved in the global operation in various countries. In the year of 2016 Lancome has increased its growth by 4% in the global cosmetic industry. The sales revenue was 25.84 in context of Lancome in the year 2016 (Lancome.fr 2017). Operating profit was 4.54 billion and the sale was 17.6%. There is a large financial group in this company, which involves in operating the internal selling.
LR2412 is a popular product of Lancome as it is a good skin care product, which maximizes the quality of the skin. This is an advanced skin corrector introduced by this organization and popular in the cosmetic market. Hence, Lancome wants to introduce this new product in the global market by changing its packaging, size, and price. They want to make its size 50 gm and the price will be $130. On the other hand, they prefer the bright colored smoothie packages. The fragrance should be rose like for the newly modified product. The sales representatives are working on this product for last 2 years and they know well about the demand of the customers regarding the cosmetic products (Lopes, 2016). However, for an organization, it is important to understand the current needs of the customer before introducing any new business idea in the market (Johnson et al. 2017). In the context of Lancome, they want to modify their existing product to enhance the sales. However, LR2412 is a popular skin care product hence, modification of such product will incorporate a new feature in this item. The company wants to meet the demand of the customers. For this purpose, they are going to incorporate the new feature in this current product.
Lancome follows customer-centric business orientation. However, in order to enhance the sale of a business, it is important to develop a good relationship with the customers (Avila and Inks 2017). This selected organization provides much attention to their customers need for this reason; they want to modify their existing product. Sales executives and the marketing executives should include good behavior while communicating with their customers. They need to show respect and empathy to their customers during the introduction of the products.
Lancome is a customer-oriented cosmetic brand that focuses on the needs and demand of the customers. Then aim of such organization is to provide healthy beauty products to their customers in order to satisfy them. They always try to identify their customer needs and improve their product features based on the customer demand. Empowerment, respect, dignity, and empathy are the core values of such organization to motivate the employees as well as the customers. Respect and empathy are the two basic values of an organization that needs to make a customer-centric business (Johnson et al. 2017). The above core values of such organization lead them to present good characters, respects and empathy to ensure that their consumer is satisfied with their products and the employees with the business. Such core values will enable Lancome to establish a smoothie business chain in the global market. However, it is important for the sales person to adopt the behavior that is helpful to build a good customer relationship in the business (Koch, van der Borgh & Raassens, 2016).
The sales person needs to show customer-centric attitude while selling a product in the market (Spiggle and Susan 1994). In the context of Lancome, they guide their sales executives to satisfy their customers by their product as well as their behavior for a long period. Customer oriented selling is associated with the long-term profit while huge investment is needed for such orientation. As for example, the sales executives need to adopt the short-term profit while involving in the customer-centric selling. This short-term profit will lead them to get a good return in their future (Arli et al. 2017). The sales executives in Lancome need to invest more time to gather customer information to identify their current demand. This investment includes risk as the executives can spend their time to communicate with more customers in an effective manner at this particular time.
SPIN selling technique is a crucial part of the internal selling through which an organization communicates with its idea within the organization. The sales experts make an observation by using this selling technique (Van de Vliert et al. 1997). In this technique there are four types of questions include situation, problem, implication and need payoff question. Situation question enables the sales person to deal with the facts that are associated with the existing situation of customers. In the context of Lancome, they want to sell the new LR2412 in the 10 stores in Paris. This will be their new initiative to introduce the new version of such product in the market. Problem question is another element of such selling technique, which allows the sales executives to understand the customer pain regarding their demand. However, by providing concentration to the buyer’s pain the sales persons are able to identify the problem of consumers regarding the products.
Implication question allows the sales person to make a discussion based on the buyer problem and to detect the present consequences derived from the problem (Thomas and Kenneth 1976). This will be helpful for the sales person in the context of Lancome to identify the buyer problem before the introduction of a new product. Need payoff question enables the sales executives to understand the needs of the consumers. As per the stated scenario, Lancome wants to modify their LR2412 by introducing the new feature, quality, quantity and the packaging. After conducting a scrutiny and taking the order the sales person of such organization needs to propose their idea within this organization. Hence, it is crucial for the sales executive to communicate with the finance department, manufacturing department and senior managers of such organization in order to execute the selling idea. The sales person needs to convince the senior manager to accept this new selling agreement otherwise it will be difficult for them to enhance the internal selling. The entire process of internal selling regarding LR2412 requires the identification of the customer need and communication with the business authority regarding such need (Crittenden and Albaum 2015).
According to this model, it is hard to achieve whatever an individual requires an organizational life if they have no capabilities to acquire them (Craig 2014). Application of this model is beneficial for the organization as it enables the individuals to understand the activities that require for accomplishing the organizational goals. In the context of Lancome, this model is helpful for the sales person to understand the basic currencies of exchange in an organization and the methods to utilize them properly. However, this particular model is effective to communicate with the new business idea and to sell this idea to the organization. This model has some stages, which enhances the internal selling process in a business.
Figure 1: Cohen and Bradford Influence model
(Source: Craig 2014)
The first step of such model highlights assumes that all stakeholders are potential allies and such assumption sometimes is reasonable (Terho et al. 2017). However, an individual form the alliance to discover that there may be overlapping interest when they need to achieve something and having no formal obligation. If the managers are the partners in Lancome then it is essential for the sales person to work with the managers in order to make their relationship beneficial for the organization. It is the main policy of Lancome to satisfy their customers to increase the revenue. For this reason, this organization insists their employees to make a collaborative work. Clarification of the goals and priorities is the second element of such model. Based on this model the individual should know about their core objectives and the activities to get benefits (Johnson et al. 2017). In the context of Lancome, the sales executive needs to explain the new business idea as it may difficult to reduce the resistance power of the people in the initial stage while proposing the idea. Hence, the sales person requires to keep patient during this situation and to exhibit the importance of such new idea.
It is crucial to diagnose the situation of another person while expressing a new idea. In the context of business, it is important to identify the situation of the organization and the elements that are important for this organization (Polovoy 2015). In the case of Lancome, the sales person has to convince the managers of other department and to share the new idea. During this communication, it is necessary to share the overall success of an organization. The sales executive needs to give assurance that by adopting such new business idea will be beneficial for the organization to maximize its growth. Identification of the currencies of other focuses on the ways to influence the people by giving them value. By applying, such model the sales executive of Lancome can identify the currencies in this organization include relationship currencies, task, inspiration and position related currencies. Develop and deal with the relationship is anther vital element of such model. This allows the sales person to establish a good relationship and to bring success regarding the new business idea that is the improvement in the feature of LR2412. People can be influenced by give and take policy (Crittenden and Albaum 2015). Hence, in the context of Lancome, the sales executive can identify the exact needs of the customers and give them products based on their demand. This may help the organization to achieve customer’s belief.
Based on the gathered information from the marketing, manufacturing and the finance department the following conditions are generated that can satisfy the customers.
Incorporation of the above new features in the LR2412 product will be helpful for Lancome to expand their sales by meeting the needs of the customers. Persuasion is important to communicate with such new ideas (Arli et al. 2017). The sales person needs to be an effective persuader to develop credibility. Second, they need to figure their goal, third they have to use various languages to communicate with the customers and to reinforce their current position. Finally, they need to make an emotional attachment to their audience to detect their current needs regarding the cosmetic products.
According to the sales figure of Lancome, the financial assessment for the new business idea reveals that in the first year the cost would be $712.00. Therefore, based on the first year operation the sales would be $2,123,115. This financial assessment shows that the current business idea that is the modification in the product size and packaging in context of LR2412 will be promising for Lancome for its future growth.
Conclusion
The entire study focuses on the product development in the context of Lancome. However, the internal selling process of such organization in the context of LR2412 has been addressed in this section. It has been found that SPIN selling technique is a useful approach to enhance the internal selling of an organization. Lancome is a customer-oriented organization. They focus on the customer relationship besides generating profit. It is important to make a collaborative work with all departments in an organization to bring customer satisfaction. Application of Cohen-Bradford model will be beneficial for Lancome to communicate with the elements of internal selling.
References
Arli, D., Bauer, C., and Palmatier, R. W. 2017. Relational selling: Past, present and future. Industrial Marketing Management.
Avila, R. A., and Inks, S. A. 2017. The Evolution of the Sales Process: Relationship Selling Versus the Challenger Sales.
Craig, M.G., 2014. Horizon of Influence. Journal of Studies in Social Sciences, 8(1).
Crittenden, V.L. and Albaum, G., 2015. The misplaced controversy about internal consumption: Not just a direct selling phenomenon. Business Horizons, 58(4), pp.421-429.
Johnson, J. S., Matthes, J. M., and Friend, S. B. 2017. Interfacing and customer-facing: Sales and marketing selling centers. Industrial Marketing Management.
Johnson, J. S., Matthes, J. M., and Friend, S. B. 2017. Interfacing and customer-facing: Sales and marketing selling centers. Industrial Marketing Management.
Johnson, J.S., Matthes, J.M. and Friend, S.B., 2017. Interfacing and customer-facing: Sales and marketing selling centers. Industrial Marketing Management.
Kim, J. B., Lee, J. J., and Park, J. C. 2016. Internal control weakness and the asymmetrical behavior of selling, general, and administrative costs.
Koch, S., van der Borgh, W., and Raassens, N. 2016. Decision-Making in Solution Selling Situations: The Role of Multi-Actor Expectations in the Sales Process.
Lancome.fr. 2017. Lancome. Retrieved 2 November 2017, from https://www.lancome.fr/
Lopes, M. 2016. The consumption of beauty products on famale young adults in Portugal. Recommenrations for the brand Lancôme to improve its store trafic (Doctoral dissertation).
Polovoy, C., 2015. What Are You Selling?: To attract clients, your practice needs to stand out from the competition. Here’s how to get noticed. The ASHA Leader, 20(12), pp.34-35.
Spiggle and Susan. 1994, ¨Analysis and Interpretation of Qualitative Data in Consumer Research.¨ Journal of Consumer Research,21(3): pp.491-503.
Terho, H., Eggert, A., Ulaga, W., Haas, A. and Böhm, E., 2017. Selling Value in Business Markets: Individual and Organizational Factors for Turning the Idea into Action. Industrial Marketing Management, 66, pp.42-55.
Thomas and Kenneth W. 1976, ¨Conflict and Conflict Management.¨ In M. Dunnette Handbook of Industrial and Organizational Psychology: pp.889-935. Chicago: Rand McNally
Van de Vliert, Evert., Nauta, Aukje., Euwema, Martin., and Janssen, Onne. 1997. “The Effectiveness of Mixing Problem Solving and Forcing.” In De Dreu, C. and Van de Vliert, E. Using Conflict in Organizations: 38. Thousand Oaks, CA, US: Sage Publications Inc.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download