Académique Documents
Professionnel Documents
Culture Documents
Introduction
Sales
management means the planning, direction and control of personal selling, including recruiting, selecting, equiping,routing, supervising, paying and motivating as these task apply to the personal sales force Its is basically management of sales force
The basic function and role of selling is to generate sales and earn revenue for an organization. Today`s selling approach also highlights maintaining good customer relationship, managing the profitability of firm, managing customer complaints, and maintaining brand value in the eye of customers.
best marketing programmes may fail if the sales staff is ineffective or they are improperly managed For many customers the sales staff represents the company and the impression it carries determines its future business relation with customers
There is a cost aspect also as the cost of recruiting, training, and managing the sales force is high and any ineffective management program will include diseconomy of scale of enterprise. The job of sales manager is not only to organize sales but also to carry out management functions such as guiding and leading a set of people to achieve sales target
function of sales manager can be classified into two: personal selling and sales management. a) Personal selling it entails personal communication between a seller and a buyer for the purpose of determining and satisfying the buyers current and latent needs.
It involves an individual salesperson or a sales team to establish and build a profitable and symbiotic relationship with customer over a time for multiple transaction cycle. In the process of building relationship, a salesperson must determine a buyer`s needs and influence or persuade the buyer to purchase his product with the assurance that the product or service will satisfy the buyer more than the competitors products.
the lowest level of the sales force is sales executive and the next level is sales manager who handles 10-15c sales executive. Area manager handle a few sales managers As the no. of hierarchy increases, more and more management functions get added on the primary job of selling
Industrial Selling It is basically termed as BtoB selling but in a traditional business model, it is characterized as the manufacturing sector selling. These are grouped into four categories on the basis of their consumer base
Types of Selling
Inside Order Taker Order Takers Delivery Sales People
Types of Selling
1.Order taker Salespeople a) Inside order takers They are retail sales assistant's sales assistant role is to complete the transaction b) Delivery Salespeople Who delivers newspapers, magazines, and pizza. etc. c) Outside Order Taker Who visit the customers regularly and their primary concern is to respond to the customer calls rather than seek new customers. Sales people of Eureka Forbes are included in this category
Types of Selling
2.Order Creators Missionary salespeople who normally dont close a sale but persuade the customers to promote the sellers brand. E.g. MR In this kind of selling, the objective is to educate and make the people aware of the product rather than closing a sale
Types of Selling
3. Order Getters A .Front line Sales People a) New Business Sale people They are the front line salespeople who go door to door to sell products. the function is to persuade new buyers and non-users to buy a company products and services b) Organizational salespeople They are industrial sellers who try to establish and nurture a long term relationship with organizational buyer. The selling job involve team selling where a cross functional sales team, sales and technical staff joined together, does a sales presentation.
Types of Selling
c) Consumer sells people They are door to door salesperson who sells insurance and other personal product for individual consumption. B. Sales support Salespeople a) Technical sells support They support the frontline salespeople when the product is technically complex b) Merchandisers They prove sales support in retail and wholesale.
Focus
Factory
Means
Selling and promoting
Ends
Profits though sales volume
Selling concept
Market Customer needs Coordinated marketing Profits through customer satisfaction
Market concept
Formulation of a Strategic Sales Management Programme It should consider the environmental issues affecting the business. It should organize and plan the company`s overall personal selling efforts and integrate these with the other elements of firm marketing strategies
demands of the potential customers and the strategic moves of competitors are two important external environmental factors that a sales manager should take into account. The organizational environmental factors help in determining the nature of a sales program
Design of sales organization suitable to market to call and manage various type of customers as effectively and efficiently as possible. Decision related to level of performance each member of sales force expected to attain during the planning period under consideration. The decision involves deciding on the sales territories and allocation of these territories to the sales people
quality of product, the pricing policy followed in the market, and the promotional support also influence the sales performance of the people in organization. A salesperson should be clear about his job profile and the method he should follow to execute the desired role in the organization
The performance of a salesperson is also influenced by his ability to perform the job. Personal characteristics, personality traits, level of intelligence, analytical ability to coprehend the selling situations will decide his success level in the market. The sales person should have adequate knowledge about product market conditions, competitors product information,and should also have knowledge about closing the sales through effective presentation
A salespeople should be motivated enough to stay committed to the job. People stay committed due to the expected rewards in financial terms, job enrichments, or promotion. A Sales manager should decide what kind of aptitude is required for performing a selling function and then should go to develop recruitment and selection criteria to ensure that right kind of people with right ability and capabilities are hired for the enterprise
Sales Analysis-Each salespersons sales volume can be monitored and measured again the quota allocated to him. Which can be broken by territory, by product line and result can be compared with quota Cost analysis- the cost can be evaluated on the basis of an individuals sales man, territory, by product line, by customer type.
Technology
Customer orientation
Relationship selling
Diversity
Product and services can be delivered to potential customers in two ways a) Indirect Marketing- it involves a process of intermediation in which third party takes the product and delivers it to the customers on behalf of the producer, with a share in the profits. b) Direct Marketing- organization deliver products and services to the customers directly through salespeople.
Salespeople with proper selling skills not only close the sales and utilize selling time effectively but also are able to project a positive image of the company through their professional selling approach. Success in selling does not depend on some inborn quality; rather it is based on application of certain skills and development of commitment and professionalism in selling
This set of people are followed by another group who accept new product and innovations after observing in innovators using it. In B to B selling also the buying styles are different. Many govt. organization always go for buying the lowest priced commodity irrespective of quality level, where as quality conscious organizations may not give much importance to the price factor in buying situation
(9,9) Problem Solving Oriented I consult with the customer so as to inform myself of all the needs in his situation that my products can satisfy. We work towards a sound purchase decision on his part, which yield him the benefits he expects from it.
I am customers friend,
8 7
6
5 4 3 2
I want to understand him and respond to his feelings and interests so that he will like me. It is the personal bond that leads him to purchase from me. (5,5) Sales technique Oriented
I have tried an effective routine for getting a customer to buy. It motivates through a blended personality and product emphasis
(9,1) Push the product Oriented I take challenge of the customer and hard sell him, polling on all the pressure it takes to make him buy
Selling skills
Problem solving skills Effective communication skills
Selling Skills
Listening Skills Negotiation and bargaining skills Conflict management and resolution skills
Selling Skills
1. Interpersonal skills, such as knowing how to cope With and resolve conflicts. a. Listening b. Empathy c. Optimism d. Perceptive observation
Selling Skills
2. Salesmanship skills, such as knowing how to make a presentation and how to close a sale. a. Adaptability b. Consultive selling c. Negotiation and questioning d. Salesperson cues and Communication style
Selling Skills
3. Technical skills, such as knowledge of product features and benefits, engineering skills, and the procedures required by company. a. Customer Knowledge b. Client evaluation cues c. Buyers/Seller relationship Management d. Competitive Information
Negotiation Skills
Negotiation occurs when someone else has what you want, and you are prepared to bargain for it and the vice versa. Successful negotiation is an attempt by two parties to achieve mutually acceptable solutions, which does not result in winner and a loser. The core skill required for successful negotiation includes the ability to define and prioritize a range of objectives, the ability to explore a wide range of options, the ability to prepare well and interactive competence
Negotiation Skills
Negotiation Strategy 1. Separate the people from the problem It is natural that emotions will be entangled with the objective issue in a negotiation when the parties are involved in face-to-face bargaining. Ineffective bargaining may occur when the main issue of negotiation are framed in terms of the personalities involved rather than the interests of both the parties
Negotiation Skills
2. Invent options for mutual gains By options we mean possible agreements or pieces of possible agreements. Inventing options for mutual gain involves searching for a larger pie rather than arguing over size of each piece. Developing options require innovative thinking, the brainstorming sessions that help to identify shared interest.
Negotiation Skills
3. Insist on objective criteria When the opposing negotiator is intransigent and argues over his position rather than his interests, a good strategy is to insist that the agreement must reflect some objective criteria independent of the position of either side.
Negotiation Skills
Step to their side In many instances people do not negotiate rationally. It is sometimes worth trying worth trying by salespeople also. To cope with the irrationality of the counterpart, the sales manager has to be all the purposeful and rational. So before engaging in principled negotiation, a favorable climate should be developed, so that the other party`s anger and fears are removed.
4.
Negotiation Skills
5. Reframing rather than rejection The next step is to focus on each party`s interest. Instead of rejecting the other party`s viewpoint outright, which make them more stubborn with those ideas, the sales manager can direct their attention to the problem of satisfying each party`s interst.
It is assumed to be a chain process that a salesperson ha s to follow step by step to have a synergistic effort. Each of these step can be called a sales proposition, it is a n orderly process in which a salesperson can respond to the decision making process of the customers and close a sale to the end of the process
Pre-sale preparation
Prospecting
Follow up action
Sales Presentation
sales person should have knowledge about type and timing of various consumer promotion tools like coupons, contests, refund offers, price pack and premiums They should have adequate knowledge about transportation charges, they can be FOB( free on Board)
Prospecting
Successful prospecting
50 potential prospects 15 Qualified prospects 6 Interviews 1 sale 50 potential prospects 25 Qualified prospects 17 Interviews 7 sales
No
Successful prospecting
Yes
Prospecting
Prospecting is the process of identifying potential buyers who have a need for the products and services offered by the company, the ability to pay for it, and the adequate authority to buy it. A successful salesperson always efficiently utilizes the selling time by distinguishing the prospects from suspects. Suspects have no potential demand for the goods at the point of probe in selling process. However, a proper follow-up many a time results in converting the suspects into prospects
Prospecting
A salesperson identifies three sets of customers at the stage of prospecting a) Lead Customer-customer with a desire and need to purchase the product but purchasing capacity not known A sales person needs to screening skills to identify , their buying power, financial transaction capacity The process of collecting customer data and checking lead parameter to make them quqlify as prospects are refered as prospecting
Prospecting
b)Prospect Customers The prospects are buying units who have a current demand for the product and can get substantial benefits through the acquisition of the product. A salesperson `s job in this case is to take prospects higher in the decisions process Salesperson identifies the current stage of decision making of the customers and then takes them higher in decision making process for realizing a sale
Prospecting
c) Qualified Prospects The qualified prospects are those who have a need for the produt or services in offer and have the ability to buy them, but need further persuasion about product delivering the desired level of satisfaction The prospect in advance stage of decision making become a qualified prospects for the salesperson. A good prospecting helps the salesperson to differentiate between prospects and suspects among the lead prospects so that his energy and efforts can be used for achieving higher sales
Sources of prospects can be satisfied customers who are ready to give referral, websites, newspapers and technical publications, trade association membership directory, company enquiry registers, suggestions from salespeople in other territories, and the company selling plans The company selling plan includes sales forecast for specific industry in industrial market
Process of prospecting
Identify and define prospects
It is a process of estimating the probabilities and sales potential The salesperson will like to classify the prospects at the beginning to effectively utilize is selling time, his relationship building strategy, and also his effectiveness in handling customer objections. A salesperson will classify a lead as a prospect when the lead have a reasonable probability of buying, has sufficient needs to justify a profitable sale, has the financial resource to buy and cane classified as eligible to buy.
Methods of prospecting
Cold canvassing
Endless chain customer referral Prospect pool Centers of influence Non competing sales force Observation Friends and acquaintances Lists and directories Direct mail Telemarketing Trade shows and demonstrations
Determination of call objectives Development of customer profile Determination of customer benefits Determination of sales presentation
Before the salesperson approaches the customers for a sale, it is necessary to develop a sales strategy by collecting customer data and combining them with product attributes as fit for satisfying the individual and organizational needs. The more a salesperson become knowledgeable about the customer`s behavior and his requirement, he is better equipped to do a sales presentation.
Different personality elements may be found in customers like price sensitiveness, varied level of intellect, capacity and propensity to bargain, level of self indulgence, and a salesperson has to develop different selling strategies for each type of customers. A pre approach selling strategy for each prospect requires a clear understanding of his personal characteristics and needs, and how a salesperson`s product and service will satisfy his need
The need- benefit match is the initial process of developing a sales strategy. The salesperson contacts the customers and uses the generalized need identified beforehand as an induction method to develop a positive attention towards the product. The selling plan of the company also helps in building up the selling strategy because it expalins the call norms and objectives, additional benefits, and differential advantage to be offered to the customers and the suggested closure of the deal with various rallying pricing points corresponding to customers demand and tenure of relationship with the firm
next stage of building the sales strategy is to develop the call objective Call objectives explain the action that a salesperson wants the prospect to take.
Approach to customer
This step is crucial because in this step the salesperson tries to get customer`s attention and generate interest in him for the sales presentation. In the cold calls, the salesperson should try to impress the customer with manner rather than sales talk. The goals of any sales approach can be summarized as getting the prospect`s attention, removing any inhibitions, gaining the prospect`s respect and confidence, probing for the benefit most wanted by the prospect, and arousing their interest for hearing the presentation
Approach to customer
There are various approach used for this purpose a)Customer benefits approach In this approach a salesperson would like to begin by saying' would you like to save 20% by buying of this particular line of adhesives that also save the average wear and tear by 10%` b) The referral Approach-it is valid when the prospect values the status and opinion of the referee. c) Introductory approach- in this sales person introduces himself and the company and in the product approach the salesperson hands over the product to the consumer for generating interest and attention
Sales Presentation
In this process the salesperson presents his product and services before the prospects and make effort to create and modify their interest into sales realization for the company. In presentation sales people should always try to link the features and attributes of the products with customer needs so that the gap or conflict and level of customer objection can be reduced in the subsequent stages
Sales Presentation
Presentation should be always be made by keeping in mind the level of customer interest, nature of the product, and time available for the presentation and for leading the prospect in next stage If the customer agrees with the opening idea, the salesperson goes for a trial closure. If the customer looks for more information and probe furthur, the salesperson delivers additional benefits; if the customer is indifferent and the response cannot be classified, the salesperson should probe for further information
Sales Presentation
If the customer has some doubt regarding the product performance and delivery of brand promise, a proof should be demonstrated to the customer during the presentation. Objections of the customers should be classified as minor or major, and the salesperson should wait for customer response at each stage before moving to the next stage Probing helps in confirming the fit between the stated need and promised brand benefit.
Sales Presentation
Approaches to Sales Presentation A normal presentation style covers Summarization of the situation Statement of the idea Description of how the idea works Statement of promised benefits Recommended action of buying
Sales Presentation
There are three approaches used during the sales presentation 1.Attracting Customer Attention
2.Creating Interest 3. Arousing desire and conviction building
Sales Presentation
1.Attracting customer Attention It involves understanding the buyer`s mind and thought, and placing the product information so that it matches their mind The interest factors include the customers choice and preferences, personal problems, and expectation from the buying This helps the salesperson to create a positive impression that the salesperson is sensitive to the customer issue and also it helps in doing a survey whether the customer really needs the product or is on a window-shopping spree.
Sales Presentation
2.Creating interest People show in interest in things that help to solve their problems. Creating interest approach is classified further as Benefit Approach Opinion Approach Factual Approach Praise and compliment Curiosity Approach Article feature approach Dramatic Approach Premium Approach `I am here` Approach Visualization Approach Information Approach Problem Solving Approach
Sales Presentation
3.Arousing Desire and Building Conviction Customer interest takes the form of desire when The customer agree that he is in need of a product. His emotional needs will be satisfied by the buying motive The advantage of using the product have influenced his mind The salesperson has been able to generate the consumer confidence in the product
Sales Presentation
The
salesperson has to identify the consumer needs unmet by the existing product use and the sources of dissatisfaction sources make it clear that his product will satisfy his need better than the curent product used by the consumer and then make it clear to the consumer about the advantage and benefits he will receive by using this product
Salesperson
Sales Presentation
The salesperson will be able to generate conviction when the customer is convinced by his talks and has full confidence in the salesperson`s words. Such conviction can be built up only when the salesperson is able to give satsfactory answer to the complaints and objection raised by the customer. The salesperson will be able to build conviction by allowing inspection and demonstration of the product, by the offer of warranty, by giving faccts and arguments, by stating the goodwill and brand image of seller and by offering a right to consumers to claim compensation against damages
Sales Presentation
Method of Presentation
1.
2.
3.
Sales Presentation
Canned Presentation It is prepared by company, and there is little scope of modification for each prospect It is based on the research and designed by experienced people in the organization. New sales people can use the presentation that addresses all the relevant issues for the customers. This type of presentation helps in building the confidence of the new salespeople This kind of presentation sounds very mechanical, discourages the prospects participations, and is non enthusiastic in nature
1.
Sales Presentation
2. Organized Presentations In this salespeople have enough scope to word the presentation, but on the line of company policy and systems. This brings more flexibility and encourages participation of the prospective customers, and overall structure is as per company guide lines. The presentation can be developed on the basis of information collected from field search, which is not available with individual salesperson
Sales Presentation
3. Tailored Presentation It is developed from the detail evaluation of a prospective customer`s business and is specifically designed for that specific customer. This is most common method in B to B business selling This method is also applicable in the case of reseller like retailer and wholesalers
Target Planning PJP Planning Coverage Planning Merchandising Planning Planning to make an effective sales call
6.
Salutation
Greet
the retailer by name Introduce yourself to make sure the retailer knows who you are - pronounce your name - the organization you represent - The PC you represent
Salutation
Understanding 4X20 Rule 1. The First 20 feet If you walk confident to an outlet, the shopkeeper feels talking to you You tend to pass on the positive energy you carry and this helps in making the sale better 2. The First 20 Seconds Look at the shelves and see what is happening in the outlet, rather than playing around with the products on the rack or just standing there
Salutation
3.The First 20 cm. It says smile, because smile increases your face value and take you miles ahead 4.The First 20 Words Never ask negative questions. Don`t ask question like. How is sale? How is season etc which will normally evoke a negative response
Merchandise effectively as per norms(visibility templates) This will help you to spend time in the outlet Check stock when you are in This will help you to build sales story Sudden change in competition stocks tells you the condition of the outlet
packs generate interests It brings him to a buying mood Helps open new outlet when you start with promoted packs do FAB ing F= Features A= Advantage B= Benefits
Closing Techniques
1.Direct Proposition Techniques This is what I am sending 2.Everest Technique You tell him that you are selling in 2 cases, and then retailer agree to casees 3 .Push Acceptance
Sales Organization
Organizational structure should reflect a marketing orientation Organization should be built around activities, not around people Responsibility and authority should be related properly Span of executive control should be reasonable Organization should be stable but not
(Figure 4-2)
Salespeople
Line authority Staff advisory authority
(Figure 4-3)
Advertising Manager
Credit Manager
Salespeople
Line authority Staff advisory authority
(Figure 4-4)
Manufacturing Team
Systems Engineering Production Quality Control
(Figure 4-5)
Sales Analyst
Western Regional Sales Manager 4 District Sales Managers Salespeople each with own territory
(Figure 4-6)
Advertising Manager
Salespeople Product C
(Figure 4-7)
Advertising Manager
Manager Product A
Manager Product B
Manager Product C
(Figure 4-8)
Advertising Manager
Salespeople
Salespeople
(Figure 4-9)
Independent reps
Team selling
Information Marketing Sales Manufacturin g R&D Engineering Problem Solving Negotiation Friendship, Trust Product/Services Payment Reciprocity
Purchasing
Manufacturin g R&D Engineering
Identify prospective customers Screening, qualifying leads Sales solicitation: small customers, re-orders Order processing Product service support Account management Customer relations Competitive reporting Expense reporting
Uses of Telemarketing