chapter 1: sdm
TRANSCRIPT
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Success Factors for Professional
Salespeople
The top ten success factors in selling: Listening skills
Follow-up skills
Ability to adapt sales style from situation to situation
Tenacitysticking to the task
Organizational skills
Verbal communication skills
Proficiency in interacting with people at all levels within an organization
Demonstrated ability to overcome objections
Closing skills
Personal planning and time management skills
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Types of Selling
Selling job varies according to the nature of the
selling task.
They are:
Order-takers respond to already committed
customers
Order- creators do not directly receive orders since
they talk to specifiers rather than buyers Order- getters attempt to persuade customers to place
an order directly
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Order- takers: There are three types of ordertakers. They are
Inside order- takersthe sales persons task ispurely transactionalreceiving payments andpassing over the goods, telemarketing
Delivery salespersonthe sales persons task isprimarily concerned with delivering the productexample milk, newspaper
Outside order takers visit customers , but their
primary function is to respond to customerrequests rather than actively persuade (replcetelemarketing)
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Ordercreators are called Missionary sales
people, their selling task is to educate and build
good will. Examples Medical representativescall on the doctors to make them specify their
medicines to the patients, similarly even in the
building industry architects act as specifiers Order getters consists of those in selling jobs
where a major objective is to persuade customers
to make a direct purchase
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Types of order getters are:
New business sales peoplewhose task is to get
new customers
Organizational salespeople whose main job is to
maintain close and long-term relationship with
organizational customers. The selling jobinvolve team selling
Consumer sales people sell physical products
and services to individuals example, cars,insurance and rewarded with commission
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Technical support sales people are group of
order getters who provide sales support to front-
line sales people
Merchandisers provide sales support in retail and
wholesale selling situations example, give
advice on display, check stock levels andmaintain contact with store managers
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The nature and role of sales management:
The emphasis is on the word management
Nowadays the sales manager is expected to play
a much more strategic role in the company and is
required to make a key input into the formation
of the company plans. Apart from being an accountant, a planner, a
personnel manager and a marketer.
In order to fulfill these roles the sales managerswill have to undertake the following specific
duties and responsibilities
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Determination of sales force objectives andgoals
Forecasting and budgeting
Sales force organization
Sales force size
Territory design and planning
Sales force selection, recruitment and training
Motivating the sales force
Sales force evaluation and control
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Marketing Concept
In tracing the development of the marketing
concept it is customary to chart three
successive stages in the evolution of modern
business practice.
They are
Production orientation
Sales orientation
Marketing orientation
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Production orientation: This era wascharacterized by focusing company efforts on
producing goods or services. More specifically,management efforts were aimed at achievinghigh production efficiency, often through thelarge scale production of standardized items.
Sales orientation: The sales oriented company isone where the focus of the company effortswitches to the sales function. The main issuehere is not how to produce but, having products,how to ensure that this production is sold.
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Marketing Orientation: The marketing concept
holds that the key to successful and profitable
business rests with identifying the needs andwants of customers and providing products and
services to satisfy them.
Market segmentation and targeting are the twoof the most useful concepts in marketing
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The marketing mix in the case of goods include
4 Ps
Product Price
Promotion
Place Product covers anything a company offers to customers
to satisfy their needs. In addition to physical, tangible
products offered for sale, there are also services and
skills. There are a number of ways of classifyingproducts , depending upon the basis chosen for
classification.
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The product life cycle is somewhat similar to the lifecycle of humans and has four distinct stages. The stagesare
Introduction
Growth
Maturity
Decline Implications of the product life cycle
The first obvious implication of the concept is that eventhe most successful products have a finite life.
A second implication of the life-cycle concept is thatdifferent marketing and sales strategies may beappropriate to each stage
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Product adoption and diffusion:
This theory was put forward by Everett Rogers
in 1962 and is closely related to product lifecycle.
It describes innovative behavior and holds that
the characteristics of a new product can affect itsrate of adoption
Consumers are placed into one of five adoptercategories, each with different behavioral
characteristics. They are Innovators, Early adopters, Early majority, Late
majority and Laggards
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Pricing
As with the element of the mix,pricing decisionsencompass a variety of decision areas
A vital element in marketing is the buying powerof customers
In determination of price levels, a number offactors must be considered. The main factorsinclude the following:
Company objectives, Marketing objectives,Demand considerations, Cost considerations,Competitor considerations
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Distribution
In its broadest sense distribution is concerned with
all those activities required to move goods and
materials into the factory, through the factory and to
the final consumer Some of the decision areas encompassed in the
distribution of the marketing mix are as follows:
The selection of the distribution channels
Wholesalers, retailers, brokers
Exclusive distribution, Intensive distribution etc.,
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Determining the level of customer service
Decisions with regard to delivery periods and
methods of transportation Terms and conditions of distribution
Communications : Integrated Communications
mix to link advertising, sales promotion,publicity and sponsorship together to convey a
cohesive message to target markets, one in
which each aspect supports other parts of thecommunications program.
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The relationship between Sales and
Marketing
Perhaps the most noticeable difference
between the pre- and post- marketing oriented
company is the fact that sales are later seen to
be a part of the activity of the marketingfunction
Target market choice
Differential advantage