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    Welcome To The World of Sales

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    anindya_kundu
    The document provides an overview of sales, sales management, and personal selling. It discusses the typical activities of a sales manager like Von Oliver who spends his morning reviewing reports and meeting with sales reps, has lunch with customers, and makes sales calls in the afternoon. Later sections describe the roles and responsibilities of sales managers, executives, and personal selling approaches like stimulus response, mental states, need satisfaction, and problem solving.

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    Welcome To The World of Sales

    Uploaded by

    anindya_kundu
    235 views46 pages
    The document provides an overview of sales, sales management, and personal selling. It discusses the typical activities of a sales manager like Von Oliver who spends his morning reviewing reports and meeting with sales reps, has lunch with customers, and makes sales calls in the afternoon. Later sections describe the roles and responsibilities of sales managers, executives, and personal selling approaches like stimulus response, mental states, need satisfaction, and problem solving.

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    Sales Introduction

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    The document provides an overview of sales, sales management, and personal selling. It discusses the typical activities of a sales manager like Von Oliver who spends his morning reviewing reports and meeting with sales reps, has lunch with customers, and makes sales calls in the afternoon. Later sections describe the roles and responsibilities of sales managers, executives, and personal selling approaches like stimulus response, mental states, need satisfaction, and problem solving.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    235 views46 pages

    Welcome To The World of Sales

    Uploaded by

    anindya_kundu
    The document provides an overview of sales, sales management, and personal selling. It discusses the typical activities of a sales manager like Von Oliver who spends his morning reviewing reports and meeting with sales reps, has lunch with customers, and makes sales calls in the afternoon. Later sections describe the roles and responsibilities of sales managers, executives, and personal selling approaches like stimulus response, mental states, need satisfaction, and problem solving.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 46

    Module One

    Welcome to the world of Sales


    Why I took this course ?
    Why I don’t like being a Salesman ?
    Why I like being a Sales Man !
    Who is a Salesman ?
    What does he do?
    What are his qualities ?
    What is his role in an organization ?
    A Day in a Sales Manager’s Life
    An Expert’s Viewpoint:
    Von Oliver is currently national sales manager for a
    division of Lockheed Martin Corp. Von’s typical day starts
    at 7:30 A.M. going through e-mail and prioritizing the days
    events. During the morning he will review reports, and
    spend time with his sales reps. He will have lunch with
    customers and spend the afternoon making sales calls
    with his sales reps. He spends late afternoon reconciling
    the days activities and setting his agenda for the next day.

    Action
    A Day in a Sales Manager’s Life
    An Expert’s Viewpoint:

    Result

    Von Oliver is involved in a variety of different activities.


    He spends much of his time interacting with
    individuals, especially salespeople and customers.
    But, he also plans strategies and continuously
    monitors performance. In other words, he performs all
    the major sales management functions.
    Sales Management
    • Sales Management- is the attainment of sales force
    goals in an effective and efficient manner through
    planning, staffing, training, leading, and controlling
    organizational resources (Futrell1998)
    • Sales Management means “the planning,direction and
    control of personal selling,including recruiting
    selecting,equipping,assigning,routing ,supervising,
    paying,and motivating as these tasks apply to personal
    sales force ( American Management Association)
    Sales Management Trends

    Transactions Relationships

    Individuals Teams

    Sales Volume Sales Productivity

    Management Leadership

    Local Global
    Sales Teamwork Approaches
    Core Selling Team Selling Center

    Relatively permanent, Relatively temporary,


    customer-focused group transaction-focused group

    Membership determined by Membership determined by


    job assignment to a specific involvement in sales
    buying organization transaction

    One selling center per


    One team per buying unit
    sales opportunity
    Sales Teamwork Approaches
    Core Selling Team Selling Center

    Membership Membership
    relatively stable very fluid

    Characteristics of team Characteristics of team


    depend on characteristics depend on characteristics
    of buying organization of sales opportunity

    Mission is strategic with Mission is tactical


    respect to the buying with respect to the
    organization sales opportunity
    Leadership Trends

    Yesterday Today
    Natural resources Knowledge
    defined power is power
    Leaders commanded Leaders empower
    and controlled and coach
    Leaders Leaders
    were warriors are facilitators
    Managers Managers
    directed delegate
    Effective Sales Managers:

    Utilize a Strategic Perspective Focused


    on Customers

    Attract, Keep, and Develop Sales Talent

    Leverage Technology
    Customizing the Sales Approach
    An Expert’s Viewpoint:
    Lisa Gregg, Director of Sales Development for American Express had
    this to say about customizing the sales approach: “Depending on the
    application, the card may have hundreds of different benefits. A
    supermarket manager has different needs than a client in the furniture
    business. We wanted to create a message to fit the specific needs of
    our customers.” Sales representatives now input specific customer
    information, then the database produces sales materials ranging from
    industry data sheets to Power Point slides that can be used in the
    sales presentation.

    Action
    Customizing the Sales Approach
    An Expert’s Viewpoint:

    Result

    Customers now receive sales presentations based on their


    unique needs, and American Express has greatly improved the
    efficiency of its sales organization.
    Evolution of Personal Selling

    Peddlers selling door Selling function


    to door . . . served became more
    as intermediaries structured

    1800s 1900s 2000s


    Industrial
    As we begin Post-Industrial
    the 21st century, selling
    War and
    continues toModern
    develop,
    Revolution
    becomingRevolution
    more professional
    Depression
    and more relational
    Era

    Selling function
    Business organizations
    became more
    employed salespeople
    professional
    Continued Evolution of Personal Selling
    Change Salesforce Response
    More emphasis on developing
    Intensified and maintaining trust-based,
    competition long-term customer
    relationships

    Increased use of technology


    More emphasis Increased use of lower-cost-
    on improving per-contact methods
    sales productivity More emphasis on profitability
    objectives
    Continued Evolution of Personal Selling
    Change Salesforce Response

    Demand for in-depth, Team selling


    specialized knowledge
    as an input to purchase More emphasis on customer-
    decisions oriented sales training
    Role of a sales manager

    • Sales forecaster
    • Strategic planner
    • Market analyst
    • Observer of buyer behavior
    • Leader
    • Cost and profit analyst
    • Budget manager
    • communicator
    Responsibilities of a sales manager

    • Hiring
    • Training
    • Coaching
    • Motivating
    • Leading
    • Setting targets and tracking results
    • Rewarding performance
    • Sales support
    • Organizing
    • Conducting sales meetings
    • Allocation of scarce resources
    Responsibilities of a sales executive

    • Identify potential clients from available datebase


    • Prioritize sales calls
    • Deciding the selling approach
    • Administering sales order
    • Provide service
    • Information gathering and reporting
    • Skill upgradation
    • Administrative responsibilities
    Sales

    • Buyer seller Dyads


    • -interaction
    • Similarity among buyer and seller
    • Initial conditioning
    • Consumer perception of sellers behaviour
    Contributions of Personal Selling:
    Salespeople and Society

    • Salespeople help
    stimulate the economy

    • Salespeople help with


    the diffusion of innovation
    Contributions of Personal Selling:
    Salespeople and the Employing Firm

    • Salespeople generate revenue

    • Salespeople provide market


    research and customer feedback

    • Salespeople become future


    leaders in the organization
    Contributions of Personal Selling:
    Salespeople and the Customer

    • Salespeople provide solutions to


    problems

    • Salespeople provide expertise


    and serve as information
    resources

    • Salespeople serve as advocates


    for the customer when dealing
    with the selling organization
    Contributions of Personal Selling:
    Buyer Preferences
    Industrial buyers prefer to deal with salespeople who:
    • Are honest
    • Understand general business and economic
    trends, as well as the buyer's business
    • Provide guidance throughout the sales process
    • Help the buyer to solve problems
    • Have a pleasant personality and a good
    professional appearance
    • Coordinate all aspects of the product and service
    to provide a total package
    Classification of
    Personal Selling Approaches

    • Stimulus Response
    • Mental States
    • Need Satisfaction
    • Problem Solving
    • Consultative Selling
    Classification of
    Personal Selling Approaches

    Stimulus Response
    – The key idea is that various stimuli can
    elicit predictable responses.
    – An example of the stimulus response view
    of selling would be continued affirmation.
    Stimulus Response Selling

    Continue
    Salesperson Buyer
    Process until
    Provides Responses
    Purchase
    Stimuli Sought
    Decision
    Classification of
    Personal Selling Approaches

    Mental States
    – Assumes the buying process is essentially
    identical for most buyers
    – Buyers are led through certain mental states
    – AIDA (attention, interest, desire, and action)
    Mental States Selling

    Attention Interest Conviction Desire Action


    Classification of
    Personal Selling Approaches

    Need Satisfaction
    – Based on the notion that the customer is
    buying to satisfy a need
    – Salesperson uses questioning, probing
    tactic to uncover important buyer needs
    Need Satisfaction Selling

    Present Continue
    Uncover and
    Offering to Selling until
    Confirm Buyer
    Satisfy Buyer Purchase
    Needs
    Needs Decision
    Classification of
    Personal Selling Approaches

    Problem Solving
    – An extension of need satisfaction selling
    – Sometimes competitors’ offerings are
    included as alternatives
    Problem Solving Selling

    Continue
    Generate Evaluate Selling
    Define
    Alternative Alternative until
    Problem
    Solutions Solutions Purchase
    Decision
    Consultative Selling

    Business Consultant
    The process of helping
    customers reach their
    strategic goals by using
    Strategic Orchestrator
    the products, service,
    and expertise of the
    selling organization.
    Long-term Ally
    The Sales Process: An Overview
    Salesperson
    Attributes

    Selling
    Foundations
    Initiating Developing Enhancing
    Customer Customer Customer
    Relationships Relationships Relationships
    Selling
    Strategy
    The Sales Process:
    Salesperson
    Attributes
    Selling Foundations

    In order to be successful in today’s global business


    environment, salespeople must have a solid relationship
    building foundation. They must:

    Be Trustworthy and
    Behave Ethically
    Possess Excellent
    Communication Skills

    Understand Buyer Behavior


    The Sales Process:
    Selling Strategy
    In order to be successful in today’s global business
    environment, salespeople must also think and act
    strategically. The must develop strategies for:

    Their Sales Territory

    Each Customer

    Each Sales Call


    Salesperson The Sales Process
    Attributes

    Initiating Developing Enhancing


    Customer Customer Customer
    Relationships Relationships Relationships

    • Prospecting
    • Preapproach
    • Presentation Planning
    • Approaching the Customer
    Salesperson The Sales Process
    Attributes

    Initiating Developing Enhancing


    Customer Customer Customer
    Relationships Relationships Relationships

    • Sales Presentation Delivery


    • Earning Customer Commitment
    Salesperson The Sales Process
    Attributes

    Initiating Developing Enhancing


    Customer Customer Customer
    Relationships Relationships Relationships

    Adding Value through Follow-up,


    Self-leadership, and Teamwork

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