KOTLER Mm.17.10

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KOTLER Mm.17.10

  1. 1. Marketing Management MBA CP 205
  2. 2. Managing Personal Communications
  3. 3. <ul><li>Learning Objectives: </li></ul><ul><li>Know what decisions companies face in designing a sales force. </li></ul><ul><li>Know how companies can manage a sales force efficiently. </li></ul><ul><li>Know how salespeople can improve selling, negotiating, and </li></ul><ul><li>relationship marketing skills. </li></ul>Managing Personal Communications
  4. 4. Managing Personal Communications Sales force objectives Sales force strategy Sales force structure Sales force size Compensation Designing a sales force
  5. 5. Managing Personal Communications <ul><li>Deliverer </li></ul><ul><li>Order taker </li></ul><ul><li>Missionary </li></ul><ul><li>Technician </li></ul><ul><li>Demand creator </li></ul><ul><li>Solution vendor </li></ul>Types of sales representatives
  6. 6. Designing the Sales Force Sales force objectives Sales force compensation Sales force structure Sales force strategy Sales force size Managing Personal Communications
  7. 7. Managing Personal Communications <ul><li>Sales Force Tasks </li></ul><ul><li>Prospecting: Searching for prospects or leads. </li></ul><ul><li>Targeting: Deciding how to allocate the time among prospects and </li></ul><ul><li>customers. </li></ul><ul><li>Communicating: Providing information about company products. </li></ul><ul><li>Selling: Approaching, presenting, answering queries & closing sales. </li></ul><ul><li>Servicing: Consulting on problems, rendering technical assistance. </li></ul><ul><li>Information gathering: Marketing research and intelligence. </li></ul><ul><li>Allocating: Deciding which customer will get scarce products during </li></ul><ul><li>shortages. </li></ul>
  8. 8. Managing Personal Communications Recruiting and selecting Training Supervising Motivating Evaluating Managing the sales force
  9. 9. Managing Personal Communications <ul><li>Work-load approach to determining sales force size </li></ul><ul><li>Customers are grouped into size classes. </li></ul><ul><li>Desirable call frequencies are established. </li></ul><ul><li>Number of accounts in each size class multiplied by call frequency. </li></ul><ul><li>Average number of calls possible per year established. </li></ul><ul><li>Number of reps equal to total annual calls required divided by. number possible. </li></ul>
  10. 10. Components of Sales Force compensation Variable amount Expense allowances Fixed amount Benefits Managing Personal Communications
  11. 11. Managing Personal Communications What motivates Sales Personnel <ul><li>Most Rewarding </li></ul><ul><li>Pay </li></ul><ul><li>Promotion </li></ul><ul><li>Personal growth </li></ul><ul><li>Sense of accomplishment </li></ul><ul><li>Least Rewarding </li></ul><ul><li>Liking </li></ul><ul><li>Respect </li></ul><ul><li>Security </li></ul><ul><li>Recognition </li></ul>
  12. 12. Managing Personal Communications Prospecting/Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up Steps in effective selling
  13. 13. Managing Personal Communications
  14. 14. Managing Personal Communications
  15. 15. Managing Personal Communications
  16. 16. <ul><li>Recap: </li></ul><ul><li>What decisions companies face in designing a sales force. </li></ul><ul><li>How companies can manage a sales force efficiently. </li></ul><ul><li>How salespeople can improve selling, negotiating, and </li></ul><ul><li>relationship marketing skills. </li></ul>Managing Personal Communications

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