Analysis of Internal Selling Techniques for Lancome's LR2412 Product

This report delves into the internal selling strategies employed by Lancome, a prominent luxury cosmetic brand, focusing on the modification of their LR2412 skincare product. The report highlights Lancome's customer-centric approach and emphasizes the importance of understanding customer needs. It explores the application of the SPIN selling technique to improve internal communication and sales effectiveness, specifically in relation to introducing a modified version of the LR2412 product. Furthermore, the report examines the Cohen and Bradford Influence Model as a tool for navigating organizational dynamics and influencing key stakeholders within Lancome, including the manufacturing and finance departments, to ensure the successful implementation of the new selling idea. The analysis also includes a discussion of specific conditions, financial assessments, and the importance of establishing good customer relationships to drive long-term profitability.

Running head: INTERNAL SELLING
Internal Selling
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
This report deals with the internal selling in the context of Lancome. However, Lancome wants
to modify the quantity and the package size of LR2412 that is a skin care product of such
organization. However, it has been received that this is a customer-centric organization and
focuses on the demand of the customers. SPIN selling technique will be helpful for the
organization to improve their internal selling techniques. However, proper communication with
manufacturing and finance departments is required to give shape the new selling idea. Use of
Cohen and Bradford influence model is beneficial for this organization to carry out their internal
selling process through observing the currencies within an organization.

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Table of Contents
Introduction......................................................................................................................................4
Background of the Company...........................................................................................................4
Scenario of the skincare product LR 2412......................................................................................4
Business orientation and the group of individuals to implement the new business idea.................5
Theory into Practice.........................................................................................................................5
Discussion of the SPIN selling technique........................................................................................6
Discussion of the Cohen and Bradford Influence model.................................................................7
Discussion of the specific conditions and the financial assessment................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
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.
Background of the Company
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.
Scenario of the skincare product LR 2412
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

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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.
Business orientation and the group of individuals to implement the new business idea
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.
Theory into Practice
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

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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.
Discussion of the SPIN selling technique
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

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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).
Discussion of the Cohen and Bradford Influence model
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.

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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

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them products based on their demand. This may help the organization to achieve customer's
belief.
Discussion of the specific conditions and the financial assessment
Based on the gathered information from the marketing, manufacturing and the finance
department the following conditions are generated that can satisfy the customers.
 50 gm will be the new size of LR2412
 Packages will be bright colored and smoothie
 Fragrance should be like rose
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.

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Application of Cohen-Bradford model will be beneficial for Lancome to communicate with the
elements of internal selling.

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