Apeejay School of Management hosts sales masterclass by industry veteran 

The Apeejay School of Management (ASM), Dwarka recently hosted an insightful guest session for PGDM second year students on Sales and Distribution Management by Mr. Sunil Dhar on the topic Sales Management in Action: Lessons from the Real World.

Mr. Sunil Dhar, a seasoned industry professional with over 30 years of rich experience in sales, marketing, and strategic leadership. He has held several senior leadership roles at ABB India, including Sales Director and Vice President for the Process Automation Division, handling large-scale businesses across diverse industries such as power, oil & gas, and process industries.

Currently serving as Director – Strategy and Marketing at Photourja, Mr. Dhar is also a passionate mentor and guest lecturer. He has delivered 70+ guest sessions at leading B-schools including IIM Jammu, MDI Gurgaon, IMT Ghaziabad, and Jindal Global School, sharing his expertise in B2B sales, customer relationship management, key account management, and leadership skills.

Dr. Preeti Suryawanshi who teaches Sales and Distribution Management facilitated this session to provide an engaging and thought-provoking perspective on the real essence of selling.

Importance of Sales

The speaker began by explaining that sales is the backbone of every business. No matter how innovative a product or service is, without effective sales, an organisation cannot sustain itself. Sales professionals act as the bridge between the company and its customers, ensuring not only revenue generation but also customer connection and brand loyalty.

Breaking the Sales Stigma

Sales is often associated with being aggressive or manipulative. The lecture challenged this stigma and clarified that modern sales is based on empathy, active listening, and genuine communication. A salesperson’s role is not to convince customers to buy something they do not need, but to understand their needs and provide meaningful solutions.

Skills Required in Sales

The session underlined that sales effectiveness depends 70% on soft skills and 30% on technical skills. Soft Skills: Interpersonal communication, confidence, empathy, listening, and a positive Attitude. Technical Skills: Product knowledge, market insights, and analytical abilities. The speaker emphasised that while technical knowledge is essential, it is soft skills that truly drive a successful sales interaction.

Key abilities discussed included:

Selling & Interpersonal Skills – Building rapport and trust with customers.

Passion & Attitude – Staying motivated, even during rejections.

Time Management – Prioritising tasks, managing follow-ups, and meeting deadlines.

Listening Skills – Practicing active listening instead of passive hearing to understand customer expectations better.

Competency & Commitment Matrix – A highlight of the lecture was the Competency and Commitment Matrix, a model that maps individuals on two dimensions:

1. Competency – Skills, knowledge, and technical expertise.

2. Commitment – Dedication, motivation, and attitude.

From these two factors, four types of individuals emerge:

1. Low Competency – Low Commitment

o Lack both skills and motivation.

o Tend to be disengaged and require heavy guidance.

2. High Competency – Low Commitment

o Possess knowledge and skills but lack passion and drive.

o Require inspiration and alignment with organisational goals.

3. Low Competency – High Commitment

o Highly motivated but lack the necessary skills.

o Can grow rapidly with proper training and mentoring.

4. High Competency – High Commitment

o The ideal stage where individuals are skilled, motivated, and dedicated.

o They consistently deliver results and act as role models.

The takeaway was that every salesperson should aim to move toward the high competency–high commitment quadrant through continuous learning, practice, and the right mindset.

Path of Self-Discovery

The session encouraged students to go on a path of self-discovery by reflecting on their strengths and weaknesses. A practical tool suggested was the SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats), which helps identify areas to improve while capitalising on personal strengths.

Customer Delight

The lecture concluded by stressing that the real goal of sales is not just to achieve customer satisfaction but to deliver customer delight. This means exceeding expectations, providing value beyond the product, and building emotional connections that turn customers into long-term advocates.

In summary, the guest lecture highlighted that sales is a blend of soft skills, technical knowledge, passion, and continuous self-improvement. Sales is not about selling, but about understanding, listening, and guiding customers towards solutions that benefit them. With the right balance of competency and commitment, along with active listening and a customer-centric mindset, one can truly excel in the world of sales.