描述

EBS Sales Force Mgt Course Book Release SF-A1-engb 1/2006 (1023) April 2007 This presentation is best viewed in fullscreen- press F5 now... 1 Sales Perspective Development and Role of Selling in Marketing Sales Strategies Consumer and Organisational Buyer Behaviours 2 Selling  Make a sale      In most companies sales personnel are the single most important link w/ the cust. Front-line role Increasing emphasis on professionalism Required to adapt and change Type of selling/ Selling function:    Order-takers (already committed cust.): Inside OTs (transactional), Delivery Sp., Outside OTs Order creators: Missionary Sp. (do not close the sale, medical/architect rep.) Order-getters (persuade Cust. to make a direct purchase) :    Salespeople key quality      Front-line Sp.: New B. Sp. (win new prospect), Organizational Sp. (maintain close long-term relationships), Consumer Sp. (more one-off) Sales support Sp.: Technical support Sp. (to front-line Sp.), Merchandizers (retail & wholesale) Empathy & an interest in people: identifying needs & understanding customer feelings Ability to communicate Determination Self-discipline and resilience B2B – B2C 3 Sales Management  Exercise      Planning: sales forecasting, budgeting Organizing Controlling Adapt and change Play strategic role:     Make key input into formulation cny plans Less on sales volume, more on profits Must be aware of developments in HR management Ensure that sales function makes the most effective contribution to the achievement of cny objectives and goals.      Determination of SF objectives and goals, Forecasting, Budgeting SF organization, size, territory design and planning, SF selection, recruitment, training, motivation, evaluation, control Evolution of modern B. practice: production, sales, marketing orientation 4 Implementing the MK concept  Segmentation and Targeting     Clearer identification of mkt opportunities Designing products

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