5 - sales planning
Post on 04-Apr-2018
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Sales Planning
Planning is essential to the sales function.
Without it, sales managers lack the benefitof long prospective.
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Sales PlanningThe process of combining all businessplans into one integrated set of planswhich becomes the Company GamePlan
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Sales PlanningThe Nature & Importance
Planning means deciding what to do inthe future, involves setting objectivesand determining ways to achieve them.
Poor Managers Work on yesterdays problems
Good Managers Todays problemsExcellent Managers Tomorrows problems
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Sales PlanningAnticipating environmental developments & preparing to
meet or capitalize them
- Controlling events instead of being overwhelmed
- Environmental forces can act as threats oropportunities
- Adaptation is the most frequent mode of coping with
environmental changes
- Sales Planning is particularly crucial and challenging
when it comes to the introduction of new products
1. Newness
2. Additional selling efforts required
3. Buyers resistance
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Sales Planning
Is important to all members of sales organization.
A well conceived sales plan generates
excitement and enthusiasm when put into action. It provides the direction and framework of sales
activities.
It helps sales personnel understand where the
sales organization is headed, how it is expectedto get there and what specific actions are to be
taken, by whom and when.
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Sales Planning Corporate Context
Sales management planning must be
implemented in concert with other
components of a companys planningsystem. Fine tuning is best achieved bymeans of corporate planning departmentor planning committee.
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Planning Hierarchy
Statement ofcorporate mission
Business plan
(strategic plan)
Strategicmarketing plan
Short-run plan forimplementing sales
strategy
Long-range plan
for Sales activities
Long-range planfor specific
products, markets
Long-range plan foroverall resource
allocation to market
Reason for being
Tactical sales plan
Strategic sales plan
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Sales Planning Process
Where do we stand now?
- Situation analysis, sales force audit, present position
respect to markets, products, cost, competition andother environmental factors.
What will the future be like?
- Trend analysis, future condition for the company,opportunities, threats, potential surprises.
Where should we heading?
- Sales objectives and strategies required to respond toopportunities and threats.
Who is going to do what, and when?
- Assignment of responsibilities and deadlines.
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Sales Planning Process
How much will be the plan cost? What do thesecost cover?
- Preparation of sales budget and financial plan.
What are the results?- Collection and analysis of data required to monitor the
sales strategies and action chosen.
What changes need to made?
- Revision in sales strategies and action if the sales
organization is not on its planned course OR changes inconditions have occurred
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Sales Planning Process
Analysis
Settingsales
objectives
Strategies
Tactics
implementation
Control
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Sales Planning Process
Analysis Phase
Last five years
- How have specific products, territories
and accounts developed in terms of salesprofitability?
- How has the market evolved during thisperiod?
- How did we perform against competition?- What about our market share?
- What can be learned from the past?
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Sales Planning Process
Analysis Phase
Last five years
- Any significant changes in behavior patterns of
our clientele?- What new technologies appear on the horizon?
- Is the political, legal and economic climatechanging?
- What new initiative our competitors are taking?
- What are strengths and weaknesses ?
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Sales Planning Process
Analysis
Last five years
- What new technology, capabilities should we useor develop?
- What emerging opportunities could we profitablyseize upon?
Macro environment technological, economical,political, legal, socio cultural &demographic trends
SWOT Analysis
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Sales Planning Process
REMEMBER
Analysis of external and internal
forces and trends lead to a salesforecast.
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Sales Planning Process
Setting sales objectives
Objectives are desired ends, conditions or occurrencesthat provide motivation and orientation for purposefulaction.
They provide the specific direction for salesorganizations activities and answer the question wheredo we want to go?.
Clearly, a sales organizations objectives must beconsistent with the mission and marketing objectives of
the company.
Sales objectives serve as guideline and yardsticks forsales managers and salespeople. The level of attainmentthen used to evaluate the success of sales efforts.
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Process for setting sales objectives
Corporate mission
Sales forecast
Corporate objectives
Marketing objectives
Marketing strategies
Marketing mix
Marketing execution
Marketing control
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direct Sales Objective
Sales StrategiesRSM/ASM
Sales objectivescoordinatecoordinate
coordinate
coordinatecoordinate
coordinate
reportreport
Sales tactics
Implementation
Sales control
RSM/ASMSales strategies
RSM/ASM
Sales tacticsPersonal salesquotas & plans
Reviewand
revise
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Sales Planning Process
Strategies
Blueprints of for action that reconcile salesmanagements resources with environmentalconstraints
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Sales Planning Process
Strategies
Overall cost leadership
- Lower production and distribution cost
competitive price, larger market share Differentiation
- Quality leader, style leader, technology leaderFirm must use its strength to create competitive advantage in the
chosen customer benefit area
Focus
- Product segmentation, market segmentationspecific market, develop targeted marketing strategy sales specialist
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Sales Planning Process
Tactics
Activities required to implement salesstrategies to achieve sales objectives
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Sales Planning Process
Tactics
Push Tactics- trained, skilled, motivated field force use
all promotional tools effectively to move merchandise into thedistribution channel distribution depth & width
Pull tactics Creation of end user demand through ATL &BTL activities that force the trade to carry and keep restocking
a firms products extensive market coverage
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Sales Planning Process
Implementation
Plans must be strongly & clearly
communicated to Regional, Districtand Supervisory level
Close follow up at all levels
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Sales Planning Process
Control
Effective daily reporting system
Comparison/Monitoring
(Actual versus Planned)
Joint field visits (direction)
Timely corrective measures(Resetting objectives)
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Elements of sales & marketing plan
1 Introduction
2 Mission
3 Company outlook
(strengths, weaknesses, opportunities, threats)
4 Market status(industry, markets, key factors, purchase
criteria, price analysis, competition)
5 Objectives & strategies(by market segment, target product/service,
promotional programs. Publicity, direct mail, ATL/BTL
trade shows, presentations)
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Elements of sales & marketing plan
6 Sales Plan(Forecast by market, target accounts, distributionby product, current account status)
7 Organization
(Administration, sales /account service, marketing
services)
8 - Financial
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THANX
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