MN072 - International Selling and Negotiation: Johnston's Sales Cycle

This report provides an analysis of international selling and negotiation, focusing on the sales cycle of Johnston's, particularly in the context of luxury shoes. It details the seven-step sales cycle, including prospecting, making contact, qualifying prospects, nurturing prospects, presenting offers, overcoming objections, closing the sale, and follow-up. The report emphasizes the importance of understanding consumer behavior, utilizing digital marketing strategies, and providing excellent after-sales service to retain customers. It also highlights the potential of the UK market for luxury shoes and the benefits of implementing effective sales strategies to increase profitability. Challenges faced during the project, such as time constraints, are acknowledged, while the overall experience is deemed beneficial for developing technical and research skills. Desklib provides access to similar solved assignments and study resources.

MN072 INTERNATIONAL
SELLING AND
NEGOTITATION.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
SALES CYCLE OF JOHNSTON'S............................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
International selling refers to the transactions of the products and the services between
two or more countries. It gives the countries and the consumers a great opportunity to avail the
services and goods that are not easily available or are scare in their boundaries (Koponen,
Julkunen and Asai, 2019). Whereas, the negotiation during the international trade helps in
building great relationships between the countries. A sale cycle is defined as the tactical and
repeatable process that is followed by the salespeople such as the salesmen and saleswomen in
order to generate the lead and turn them into the final customer (Maude, 2020). This cycle also
helps in determining the next move and also provide the right idea of the lead within the sales
cycle. Thus, it is helpful in improvising the ways of sales and increase the productivity of a
company's sales department (Helmold and et.al., 2020). Here in this report, the product which
has been selected is the luxurious shoes, as the people in the world are becoming highly inclined
towards the fashion and shoe are one important part of the fashion. There are also different social
media platforms which influence the whole world by coming up with new designs of the
fashionable products and so are the people of the society becoming more concern about their
shoes. For this very product, the sales cycle of JOHNSTON' S has been selected as it has proven
to be a very effective cycle, that is able to attract large number of customers towards the
companies and also increase the profitability of the companies.
MAIN BODY
SALES CYCLE OF JOHNSTON'S
The particular sales cycle of JOHNSTON'S refers to a process which allows a company
to effectively carry the process of selling of its products to the targeted audience and the potential

customers present in the market. This cycle makes a company's sales department effective as
well as efficient enough in selling of the products (Riley and et.al., 2021). This is one important
cycle which every company should consider as it enhances the productivity of the company and
increases its annual turnover. The following cycle has 7 steps namely:
1. Prospecting-
This step is associated with finding a dream client for the company by evaluating and
analysing the over all market and targeting the right audience for its product and services that are
offered. The particular step also identifies the right approach that the company needs to adopt so
that it can target potential customers. Prospecting is also time-consuming but it is the most
crucial step in closing the sales. With time, as there is a great demand of shoes in all over the
world, the market of UK is highly inclined towards the sneakers and other premium sports shoes.
So it will b beneficial to first analyse the appropriate markets of UK where there are high
chances of getting a good result (Kongo, 2021). This step is also divided in following sub-steps:
 Creating ICP- This step is engaged with the creation of a proper consumer base as the
name itself suggests (Ideal Consumer Profile). This will help in lead generation for the
products. As the luxurious shoes are highly demanded in the UK market, the costumer
base should definitely encompass the people of high class and who are more attracted
towards the premium quality good. The base of the customers should also include
teenagers, as they are fond of shoes.
 Identifying leads- With the proper digital marketing tools, a lead generation should be
done. Digital marketing will provide right data of the people who are attracted towards
the luxurious shoes. This should majorly focus on the Instagram platform as there is the
whole world of influencers out there and great demand of fashion can be seen there.
 Identifying Potential consumers- This step is engaged with mix matching the profiles of
the customers with the leads. After matching these, the company then try to provide
details about the product and try to make contact with the potential customers. The more
potential data can be derived by targeting the already existing customers of the other
luxurious brand as there are high chances of these people buying the premium quality
shoes.
 Initial qualification- Other than the ICP, there is still a requirement of more data that is
needed for the analysing the want, making the budget and for the authority. All these will

also provide a great help in generating the customer base in the best possible manner.
Also, to produce the new products, the special and unique demand of the clients should
also be considered. While, the factors such as geography, size and growth are also crucial
indicators.
Make contact –
This is a step engaged with connecting the products of the company to the customers.
Here the products should be communicated and marketed in a well manner so that the customers
not only think to purchase the following products but even buy the products. For this very
purpose the technique can be any of the offline or online. Here are some further steps under this:
 Identification of the best method- To identify the best method is one important
decision that a company has to make. Here for the sale of the luxurious shoes, the
company should use the social media platform and online marketing mode as the
potential customers of the following products, (the teenagers) are highly addicted
to the use of social media platforms.
 Execution- After finding the best way, the company should also execute the
marketing of the shoes in a good manner. As said the first impression is the last
impression, the company should definitely consider putting the images of the
products with the pricing. This will help in more clarity and better sales result.
Qualify Prospect –
This step is engaged with confirming that the prospect made is willing able and ready to
buy the product before spending and wasting time to pitch the customers. This also means that
the customers are directly attracted to the sales and have enough resources and have the authority
to buy the products of the company.
Nurture prospect -
This is said to be another step that is important for selling product in the market and
convincing consumer to buy products. Nurture prospect simply means to answer questions of the
consumer about the uniqueness of the product that they are bringing in the market. Product that
is specially designed for this project is category of shoes, the comfort, versatility and the quality
that are brought bought by the company is special, and they should be comforted to the consumer

by the use of social media (Santos, and et.al., 2022). The different ranges of product with pricing
and the reasons of variation in the prices is something that must be answered to the consumer.
The shoes should be presented with proper communication as this also high reputation of the
company in market that. At the same time consumer should know the expertise of the owner in
which business operates.
Present offer -
Presenting different offers that enhances the consumer experience regarding product and
at the same time attract different consumers from different sections of the so society help
business to grow, this can be done through online mediums.(Choudhary, Jhamb and
Sharma,2019). Retaining consumer is not an easy task and can only be achieved by giving them
different offers at different times. Like it has already been discussed that shoes are mainly
bought by the adults that are in high fashion. So for making sure that this consumer keep coming
to same brand , the offers such as gift voucher, buy one get one free, discount offers, premium
consumers cards must be given to different consumers (Chandra, Mazumdar and Suman, 2018).
The creative and the offers should reach to the buyers that will increase their knowledge and will
increase their drive to buy products.
Overcome all objections -
The step is all about letting consumer know about how their product is different from the
product that are been provided In the market at same cost. To sale product in the market this is
the most basic thing that answer why consumer should prefer this product over other products
that are being presented in the market. The salesperson has to manage this direct relationship
with the consumer. Managing consumer by listening their requirements should be done as this
will make consume familiar with the products that the salesperson needs to sale. Overcoming all
the objectives and different questions of the consumer will also make company to avoid hash
comments and connect directly with the consumer. Online form of marketing and answering has
become big thing that means question regarding different ranges of shoes, their prices and many
more can be answered easily through such mediums. This simple is to present company's offer
and product better and efficient then other products.

Close sale -
Close sales includes two points that are as follows-
Sealing deal-
This is the last step which means is to close deal after the specific object set for the
product selling has been achieved by the company. The case of shoes selling designed for this
project will be closed after attracting a larger section of audience and with selling them right
kind of the product. While dealing sale more can be done to retain consumer like offering them
free trails sessions, offering them various cash discounts and card discounts offers etc. (Jha,
S.and et.al.2019) this step is critical step as here consumer deal directly with the salesperson and
the prices that can vary at certain times. The different reaction can also close deal by asking them
either they are happy or features or the product that has been launching in the market or by
asking them direct question regarding deal continuation.
Follow Up -
Follow up is not step that is required to close deal. This process comes after all the
closing deal. This is not to sale a product to consumer instead it is retaining consumer for a
longer time. Retaining consumer for long time is difficult thing but can be achieved by making
them families with the products and their after services. After services are best to retain client for
longer time, as we saw above the adults are the major target consumer while selling products of
shoes, and they frequently change with changing fashion and that need to be addressed. Follow-
up process is very easy as its is about asking their consumers by gaining their attention about the
different ranges of the product that company is selling in the market.
CONCLUSION
The report above has clearly describes that selling product has different step involved in
it. The different step lead company to the ultimate consumer from the market and all over the
world. Benefit of this exercise is that it makes possible to find new things and generate interest in
different topics. This also helps to build knowledge in other things and generate new perspective
for working with different topics. The excitement further gets increased while doing such
projects. The report has addressed the sales cycle for selling range of sport shoes and sneakers as
Europe has very big market that has been mentioned above which means that the company has
higher chances to gain profit. Different campaign done for selling product has also improved

technical skills and at the same time researching become so easier when someone has interest in
it. Only challenge that has been seen while doing project was the lack of times that decreased the
level of efforts for completing assignment. Benefits has definitely overpowered challenges that
has been faced by doing this project.

REFERENCES
Books and Journals
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
Helmold, M. and et.al., 2020. Successful international negotiations. Springer International
Publishing.
Jha, S., and et.al., 2019. Sales promotions for preorder products: The role of time‐of‐
release. Psychology & Marketing, 36(9), pp.875-890.
Kongo, D.M., 2021. The Impact Of Digitalization On The Efficiency Of The Sales Cycle.
Business Strategies.
Koponen, J., Julkunen, S. and Asai, A., 2019. Sales communication competence in international
B2B solution selling. Industrial Marketing Management. 82. pp.238-252.
Maude, B., 2020. International business negotiation: principles and practice. Bloomsbury
Publishing.
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.