MN5072 - Handbag Sales: International Selling and Negotiation Report

This report provides an analysis of international selling and negotiation strategies, specifically focusing on the sales cycle of Johnston's handbags. It begins by defining the sales cycle and highlighting the increasing demand for handbags, particularly in the European luxury market. The report then details the seven stages of Johnston's sales cycle: prospecting, making contact, qualifying prospects, nurturing prospects, presenting offers, overcoming objections, closing sales, and following up. Each stage is thoroughly explained with practical examples related to selling luxury handbags, including identifying ideal customer profiles, utilizing social media for marketing, and offering incentives to retain customers. The conclusion emphasizes the importance of a repeatable sales process for attracting and retaining consumers, enhancing knowledge, and building research skills. The report also addresses the challenges and benefits of researching new topics and perspectives in the context of international sales.

MN5072
INTERNATIONAL
SELLING AND
NEGOTIATION.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
SALES CYCLE OF JOHNSTON'S............................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The sale cycle is define as the repeatable and the tactical process that is followed by the
company in order to turn the lead into the potential consumer for the organization (Critchley,
2020). The product chosen for this project is handbags as with increasing purchasing power of
the consumer, handbags has become most desired products worldwide. Demands of Handbags
products are raising with the increasing social media as user. At the same time aesthetic
handbags give new look to the outfit that anybody wears. Not only this considering that Europe
has the highest market share in luxury handbags and consumer chooses premium quality
products in the market of Europe handbags are the best choice to sale consumers of Europe. The
sale cycle chosen to convince consumer is of JOHNSTON' S as it is able to attract large number
of consumer at one time and will benefit the owners of the company be increasing its
profitability in the market.
MAIN BODY
SALES CYCLE OF JOHNSTON'S.
The sale cycle is defines as the process that allowed company to undertake the process of
selling to its potential consumer in the market. JOHNSTON' S cycle will go to be addressed in
the below points (Riley and et.al., 2021). The benefit that anyone gets will sale cycle is that it
makes company efficient. At the same time its make easier to onboard new products if it the
potential to sale is higher. The large amount of efforts can be utilized in the same direction to
Illustration 1:
https://www.lifestyleasia.com/hk/style/class
ic-timeless-designer-handbags/

achieve the goal of the company. The seven stages of the sales cycle of JOHNSTON'S are as
follows-
Prospecting –
The first Step of JOHNSTON'S is to find the dream client, by evaluating all target
consumer profiles. The first step also includes the best way or the direction to approach them.
Taking time in the first step of prospect will help to close more sales. Handbags are highest
demanded in European market so, it would be beneficial to analyse the market of Europe by
considering their needs and wants. This stage moreover cover further stages that are as follows-
 Creating ICP- Making an ideal consumer profile is the best way to create a consumer
base like in terms of handbags the profile must include those consumers that are well
settled as power of purchasing luxury handbags lies with them. Profile also includes
ladies that ages between 30-50.
 Identifying leads- the database of such ladies that have high purchasing capacity and the
ones who use social media account on daily basis must be complied. This data helps to
promote its products to the right person that need those products in the market. Ultimate
aim is to make a sales campaign that attracts right kind of consumer. The name of
handbag campaign regarding this project Is “ Adding moments of Styles.”
 Identifying Potential consumers- The data generated in this process are matched with
the client profile. Once matched, company will find the potential consumer by making
contact and conveyancing them about the products that are being supplied in the
company. Data can also be generated from the list of the consumers that frequently buy
products from such big brand luxury store of handbags. The specific requirement if
fulfilled, then company can reach potential buyer and contact them.
 Initial qualification- while working with the best ICP, still more data need to be
collected regarding the wants, the budget, the authority. This also will help to generate
consume base that highly demand luxury handbag in market. Unique requirements of
consumer must be considered while producing new products. At the same time the size,
geography and growth also another positive indicator of these factors.
Make contact –
This process will make sure that the client connects to the products. The product should
be market and promoted in a way that every potential consumer must think of buying it. The

marketing can be of any mode the offline and online but it should connect product to the client.
This stages also includes some more stages that are as follows-
 Identifying the best method- There are various techniques available to meet and
connect to the potential consumer, From the data collected it has become clear
that the social media users and specially women are potential consumers for the
product of the handbag, that means social media can be very helpful to connect
with the right consumer at the right time (Ancillai and et.al., 2019).
 Execution- Finding the best method is not sufficient, The owner should know
how to make first impression. The first impression is important to let consumer
know about the product. Here the product Is handbag whose aesthetic pictures
must be uploaded on the internet pages with proper marketing techniques, so that
it helps to attract the right consumer that are interested in the luxury handbags
(Bilro and Loureiro, 2020).
Qualify Prospect –
Qualifying the lead id is another chance to learn about the goals, budget and the
challenges that are important to make further decision which in turn are required for the success
of the business. The criteria here is to take right decision by finding the right opportunities that
will be offering high value for the products that the business ultimately going to sale. The step is
like filter process to reach to the potential consumer that will be helping business. Only match
that has good idea towards the business must be introspective. Avoid wasting team resources and
money on the consumer that are not interested in the product of the company (Kumar, 2019).
Nurture prospect –
This is another important step while selling any product in the market. Business should
prepare to answer questions about the uniqueness that they bring in the market and at the same
time it should also address problem of they are solving. Here the product is handbags means that
the consumer should be aware about the quality, versatility, comfort that bag has as the range is
luxury handbag brand the price should be mentioned with the proper description of the bag.
Nurturing simply is a process that involves educating consumer regarding the product, the
services and addressing common challenges. Handbags should be presented in a way that it helps
business to create a positive reputation of the company and let consumer knew about the
expertise that business possess.

Present offer -
All the above techniques has focused on the prospect like requirements of them, where
they are, what they do and also educated them regarding the products that Is been launching in
the market. This step is the time to give all the knowledge and present best offer that business
can. This step is all about the different offers that will turn potential investor into the real
investor. The creative ways to encourage the drive the needs of the consumer must be offered.
Here handbags manufactures can give offers such as a gift Vouchers, loyalty cards, free delivery,
discount offers in order to attract new consumer from the market (Chandra,Mazumdar and
Suman, 2018). Further, this is also to ensure that competitors in market do not ruin at consumer
base of the new industry. Retaining consumer is big task and for that company should prefer
giving vouchers on time to time basis.
Overcome all objections -
This is basically process that gives idea how product of company is more beneficial than
the offers that exist in the market. Most common objective of this is to generate a good level of
consumer base in the market. This is answering objections in the market that are generated by the
company in form of marketing techniques. Making sure that all the statements by the business is
accurate, will only help organization to not take a tag of wrong commitments. Overcoming with
the objectives are the questions of the consumers are mostly handled by the sales person that
sales products in the market and connect directly to the consumer. For the purpose of selling
hand bags salesperson should listen be one that is fa miler with the lines of the product that the
company sales in the market.
Close sale -
Close sale further includes two parts in it and that are as follows-
Sealing deal-
This is the last step that simply means the deal has been closed and the specific results
has that were thought during the first step of dealing has been achieved by the business. In case
of Handbags deal should be close in a way that it is creative and it permanently retains consumer
for a longer period (Choudhary, Jhamb and Sharma 2019). There are variety of things that are
need to be done by the sales person like offering them free trials, offering them incentives etc.
moreover, deal can be closed by the company both indirectly and directly. The indirect source
simply means asking them are they happy with the features of the product or can be direct by

asking them question about if they want to continue with the deal. This type of questions
generally closes deal.
Follow Up -
Best offer attract client not only for one deal but instead for more such deals that will be
coming in the future. Follow-up process makes easy for the company to reach to potential
investor once again by contacting them and retaining them for longer time, the women who are
interested and are regular in consumer of luxury bags must be retained by the company (Santos,
and et.al., 2022). In this case of selling consumer handbags in retail sector consumer can be
retained easily by regular follow-ups and by giving them different discount offers.
CONCLUSION
From the report given above, it has been solved that selling products involves various
steps in it and that are repeated on the constant basis to attract consumers from the market. The
benefit of this exercise is that it makes possible to find new things and research on topics that are
generally avoided. This builds one's knowledge and helps to look to new perspective regarding
new things. The challenges are not much but researching and completing project on time was
something that need to be done. The report has been addressed the sale cycle of JOHNSTON'S
that will help to sale product of the handbags purposely designed for this project. Handbags are
demanded mostly in Europe as mentioned, this demand will become reason behind increasing
sales in the market. The different campaign further improved knowledge regarding how to sale
product and how to build consume base that retains with the company for a longer time period.
At the same time researching about handbags company that are luxurious further improved the
research skills.

REFERENCES
Books and Journals
Ancillai, C., and et.al., 2019. Advancing social media driven sales research: Establishing
conceptual foundations for B-to-B social selling. Industrial Marketing Management .82.
pp.293-308.
Bilro, R.G. and Loureiro, S.M.C., 2020. A consumer engagement systematic review: synthesis
and research agenda. Spanish Journal of Marketing-ESIC.
Chandra, S., Mazumdar, S. and Suman, U., 2018. Impact of sales promotional tools on the
consumers buying behaviour: Study related with apparel retailing business.
IJAR .4(10). pp.23-29.
Choudhary, U., Jhamb, P. and Sharma, S., 2019. Perception of consumers towards social media
practices used by marketers for creating brand loyalty. Academy of marketing studies
journal .23(1). pp.1-12.
Critchley, S., 2020. Sales. In Dynamics 365 Essentials (pp. 121-165). Apress, Berkeley, CA.
Kumar, S., 2019. Consumer Alliance (Doctoral dissertation, Thapar University).
Riley, J., and et.al., 2021. THE EVOLUTION OF SALES: ASSESSING THE INTEGRATION
OF SOCIAL SELLING INTO PROFESSIONAL SALES AND THE SALES CYCLE.
Santos, Z.R., and et.al., 2022. Consumer engagement in social media brand communities: A
literature review. International Journal of Information Management .63. p.102457.
Shiver, W. and Perla, M., 2016. 7 Steps to Sales Force Transformation: Driving Sustainable
Change in Your Organization. Springer.