SALES Questions Answered

Q

How do I develop successful sales in my own business?

Firstly check out the sections on successful sales preparation and successful sales presentation in the business planning module. These sections should answer most, if not all, of your questions. (click here for more information)

Q

I've heard the expression ABC1, what does it mean?

In the UK people are classified in many ways. None is absolutely accurate, because it is always tricky to describe a person in very simple terms.

Social grades classify people from A to E. Comparatively wealthy people are graded A, and relatively poor people E. Rather than use just one letter, a range of letters is sometimes used to generate a wider picture.

AB means the top social group, DE the lowest social group, and the middle group, C, is divided into C1 and C2. If someone is dividing the UK into two social groups, right down the middle, they might use ABC1 and C2DE.

Although there can be a considerable overlap in disposable income between C1's and C2's, their buying habits are, on the whole, different.

The average C1 shops at Sainsbury, or Tesco, and watches Channel 1 or 2 whereas the average C2 shops at Asda, or Morrison, and watches Channel 3 or 4. Therefore when Sainsbury launched their recent ad campaign it did not try to compete with Asda or Morrison on price - it would have lost. Instead it starred Jamie Oliver a 'nice working class boy' who C2's would be able to relate to.

Social grades are used by marketing people and statisticians. They are often linked to occupations to help make the definitions easier. So for instance an A might be a Solicitor, Doctor, Accountant or Managing Director. A B might be an established Teacher, Senior management, etc.

A C1 is sometimes referred to as a 'White Collar Worker' and is likely to be in a Junior management, Supervisory role, whereas a C2 is a 'blue collar worker' and is usually in skilled manual or a tradesman.

A D is normally semi skilled or unskilled manual and an E is someone on a State Pension, Student, State benefits, etc.

They all have different amounts of disposable income, buying habits and images that attract (and repel) them

A simple rule of thumb is that you cannot 'attract all the people, all the time' to try to do so can be quite disastrous