This document provides an overview of sales force management and personal selling. It discusses the role of selling in marketing, types of selling functions, key qualities of salespeople, and sales management planning and activities. It also summarizes consumer and organizational buyer behaviors, factors that influence purchasing decisions, and techniques for personal selling including preparing for sales calls and negotiations.
The document discusses building an effective sales development team. It recommends specializing roles into outbound reps who prospect for new leads and inbound reps who handle leads from marketing. Steps include hiring competitive reps through a rigorous process, incentivizing performance through pay-for-performance compensation, and encouraging cooperation through recognition and access to data. The goal is to qualify more leads efficiently and drive revenue by leveraging technology to provide reps with clean, accurate data.
The document provides an agenda and information for a sales training. It includes sections on the sales process, sales cycle, prospecting, qualifying leads, product demonstrations, sales skills, marketing tools, sales tools, sales objectives, and key performance indicators (KPIs). The sales process is described as a systematic and repeatable series of steps from initial engagement through closing a deal. The sales cycle and common stages from prospecting to delivery are outlined. Prospecting activities like social media, conferences, and calls are discussed. Qualifying prospects includes assessing factors like budget, potential, and timing. Examples of sales objectives include revenue targets and profit margins. Key KPIs that are addressed include sales growth, customer acquisition cost, and conversion ratios
This document provides guidance for sales representatives on key aspects of the sales process. It discusses setting goals and developing skills like communication, product knowledge, and handling objections. It also outlines the sales process steps, from generating leads and preparing for meetings to interacting with customers, analyzing opportunities, negotiating, gaining commitment, and following up. Metrics like demos, visits, and reporting guidelines are reviewed. Developing the right attitude through persistence and time management is emphasized.
A sales strategy is a plan for efficiently allocating a company's sales resources to maximize revenues and minimize costs. It involves designing the sales force structure, size, and infrastructure to match market demand. Developing a sales strategy involves assessing the performance environment, evaluating the organizational design, conducting a competitive analysis, developing buyer personas, and creating a roadmap. The roadmap should include ROI models, change management plans, and sequencing of improvement initiatives to successfully implement defined strategies.
This document discusses 10 sales strategies for small and medium enterprises (SMEs). It outlines strategies such as market penetration, market extraction, market development, market expansion, product development, more customers per type, market intelligence, market sensing, freakonomics, and the AIDA funnel. It also discusses implementing a 90-day sales plan with weekly, monthly, and quarterly focuses, deliverables, benchmarks, and milestones. Metrics to measure in the plan include lead generation, proposals/negotiation, and order fulfillment. The document is from a company called Strategic Concepts that provides sales consulting services.
This document discusses various lead generation strategies and techniques. It outlines methods for initiating customer interest such as email campaigns, blogging, social media marketing, SEO, webinars and events. It provides statistics on lead generation from different social media platforms and details steps for verifying leads. Effective email campaign techniques are outlined including using short subject lines, prime sending times, and giving something free. The advantages of social media leads are provided such as low cost, increased sales and traffic. The business objectives are also stated as increasing traffic, enquiries, awareness, sales and revenue in targeted regions.
The document discusses building an effective sales development team. It recommends specializing roles into outbound reps who prospect for new leads and inbound reps who handle leads from marketing. Steps include hiring competitive reps through a rigorous process, incentivizing performance through pay-for-performance compensation, and encouraging cooperation through recognition and access to data. The goal is to qualify more leads efficiently and drive revenue by leveraging technology to provide reps with clean, accurate data.
The document provides an agenda and information for a sales training. It includes sections on the sales process, sales cycle, prospecting, qualifying leads, product demonstrations, sales skills, marketing tools, sales tools, sales objectives, and key performance indicators (KPIs). The sales process is described as a systematic and repeatable series of steps from initial engagement through closing a deal. The sales cycle and common stages from prospecting to delivery are outlined. Prospecting activities like social media, conferences, and calls are discussed. Qualifying prospects includes assessing factors like budget, potential, and timing. Examples of sales objectives include revenue targets and profit margins. Key KPIs that are addressed include sales growth, customer acquisition cost, and conversion ratios
This document provides guidance for sales representatives on key aspects of the sales process. It discusses setting goals and developing skills like communication, product knowledge, and handling objections. It also outlines the sales process steps, from generating leads and preparing for meetings to interacting with customers, analyzing opportunities, negotiating, gaining commitment, and following up. Metrics like demos, visits, and reporting guidelines are reviewed. Developing the right attitude through persistence and time management is emphasized.
A sales strategy is a plan for efficiently allocating a company's sales resources to maximize revenues and minimize costs. It involves designing the sales force structure, size, and infrastructure to match market demand. Developing a sales strategy involves assessing the performance environment, evaluating the organizational design, conducting a competitive analysis, developing buyer personas, and creating a roadmap. The roadmap should include ROI models, change management plans, and sequencing of improvement initiatives to successfully implement defined strategies.
This document discusses 10 sales strategies for small and medium enterprises (SMEs). It outlines strategies such as market penetration, market extraction, market development, market expansion, product development, more customers per type, market intelligence, market sensing, freakonomics, and the AIDA funnel. It also discusses implementing a 90-day sales plan with weekly, monthly, and quarterly focuses, deliverables, benchmarks, and milestones. Metrics to measure in the plan include lead generation, proposals/negotiation, and order fulfillment. The document is from a company called Strategic Concepts that provides sales consulting services.
This document discusses various lead generation strategies and techniques. It outlines methods for initiating customer interest such as email campaigns, blogging, social media marketing, SEO, webinars and events. It provides statistics on lead generation from different social media platforms and details steps for verifying leads. Effective email campaign techniques are outlined including using short subject lines, prime sending times, and giving something free. The advantages of social media leads are provided such as low cost, increased sales and traffic. The business objectives are also stated as increasing traffic, enquiries, awareness, sales and revenue in targeted regions.
This document provides an overview and outline for a negotiation skills workshop for credit managers. It discusses key concepts in negotiation including preparing for negotiation, understanding the other party's goals and style, effective strategies and tactics, making concessions, and following through after an agreement is reached. Examples are provided from the movie Casablanca to illustrate different negotiation scenarios and styles. The workshop aims to help credit managers develop strong negotiation skills for resolving payment issues and other credit-related matters.
Prospecting is the process of locating potential customers and is critical for effective selling. A good prospect has a need that the seller's product can fulfill, the ability to pay, authority to buy, and is approachable. Sources of prospects include satisfied customers, referrals, networking, directories, advertising, trade shows, and cold calls. Companies provide leads through various promotional activities. Effective prospecting requires qualifying leads, developing a lead management system, and overcoming reluctance to prospect.
The document outlines a 6-stage sales enablement plan to develop and implement a sales enablement strategy. Stage 1 involves getting project approval, including assessing organizational readiness, building a business case, and creating a strategy scorecard. Stage 2 prepares the company by surveying sales, aligning sales and marketing, and auditing assets. Stage 3 implements enabling solutions like CRM and marketing automation. Stage 4 builds a sales playbook. Stage 5 launches the strategy to sales. Stage 6 measures results and evolves the strategy. The plan provides templates, tools and resources to execute each stage.
The marketing and sales process - Jan 10 2016 versionBrian Groth
It's been a few months and I have improving my big sales process example, which includes marketing at the start and services at the end, since I believe a company should have the entire customer journey in mind when marketing, selling and servicing. Maybe one day I'll work in how product management and engineering overlays on this too.
This version now includes a few more details, but also suggestions as to where this document can guide an employee for more information, tools, content or training.
HeroConf: Taking a Full Funnel Approach to Digital MarketingAmy Bishop
Diving into a market-centric, multi-channel, full funnel approach to digital marketing. Continue the buyer's progression by creating solution-oriented paths delivered through multiple channels in synchrony. Leverage multiple attribution models to track performance and make decisions.
Parker is a businessman who needs a place to start his day alert, relax between meetings, and conduct business comfortably. Starbucks provides this solution with its welcoming coffee houses. Sales partners aim to make a connection by targeting business professionals, social groups, students, and locals daily. The sales philosophy is to sell passionately in a friendly environment to create loyal, returning customers through good service and a quality product.
The document discusses sales funnels and the customer journey. It begins by defining a sales funnel as a step-by-step process used to analyze a customer's shopping journey and bring them closer to an offer through strategic sales and marketing tactics. It then discusses why sales funnels are important for acquiring customers profitably, consistent revenue, and improving business processes. The document outlines the typical stages in a sales funnel - awareness, interest, decision, action - and provides examples of tactics used at each stage. It concludes by discussing the seven steps in a typical sales process - prospecting, preparation, approach, presentation, handling objections, closing, and follow-up.
Building An Actionable Sales Plan PowerPoint Presentation Slides SlideTeam
Building an actionable sales plan PowerPoint presentation now takes only minutes. The only thing that you have to do here is to click and download our pre designed sales plan example slide presentation. With help of our sales business plan PPT slide show you can give sales training to your work force for developing better sales processes. You can develop a continuous improvement attitude among your sales team by underlining sales achievements and shortcomings with support of presentation templates included in this visual communication. Going further, this PPT sample file also supports to encourage work force to develop strategic sales plan so as to augment sales and develop strong networks. To thoroughly cover each aspect of action plan for sales, we have included creative PowerPoint presentation slides like channel marketing strategy, currently active channels, who is your buyer, target customers, our lead generation process, financial highlights etc. In short, you have got the best sales plan sample PPT model. Now is the time to click and download this to make 2017 your year. Act in good faith with our Building An Actionable Sales Plan PowerPoint Presentation Slides. They will believe you have done your best.
This document provides an overview of business development basics and driving revenue generation. It discusses the differences between marketing and business development in the A/E/C industry. The client development process is outlined in 6 steps: research prospects, contact targets, qualify suspects, build relationships, identify needs, and develop client retention programs. Prioritizing business development tasks and skill building for transitioning into business development are also covered. The presentation concludes with emphasizing the importance of client retention programs.
Sales & Marketing Development Plan - a template for the CROFan Foundry
The document is a Sales & Marketing Development Plan template that outlines four major parts: Sales and Distribution Strategy, Customer Development Program, Strategic Marketing Framework, and Integrated Marketing Plan. It provides sample content and suggested key performance metrics for each section to help users develop their own customized plan. The template comes as a PowerPoint file that can be tailored for a user's specific needs.
Advertising Agency business plan.
The Advertising Agency is one of the most common business ideas. It’s a kind of business which has a high demand for all the time. If you want to be successful in the Advertising Agency business, you must follow some critical success factors. The Advertising Agency business is a highly risk-averse business idea. If you don't get any business idea to start then you can easily start the Advertising Agency business to avoid any kind of risky business engagement. If you’ve wanted to start an Advertising Agency for years, it might be the best time to draw up a plan to open your business. The Advertising Agency business is growing rapidly. Customer/Clients demand makes this business so popular.
Over the years we have seen that the Advertising Agency business has continued to be on the upwards, as the demand for it continues to increase. Starting an Advertising Agency business is just like every other business needs for one to be methodically calculative. You need to start on the right footing. These Steps are such as renting or buying a space to use as an office or factory, acquiring the various equipment that is needed to do the production or serve the customers, find out the right employees with the required skills to run the Advertising Agency business. There are some other very technical steps to be followed to be a success in this business.
It is also very important that in running a Advertising Agency business successfully, there has to be a flexible payment option for customers to use. It is important to state that these days, the Advertising Agency business also provides some other services asides from the typical products/services.
For the Advertising Agency business owners, these are also other areas through which they can generate more funds for profitability and for running the business to grow successfully. When starting a Advertising Agency business, it becomes important to choose a location that is close to office areas or Residential areas.
You need a Advertising Agency business plan to get business funding such as Bank loans, Investors and sponsor-holder, etc. Your business plan should include market research, competitors analysis, target audience, marketing plan, and a financial and budgeting projection. A business plan should be 30+ pages with 15+ pages 5 years of Financial Plan. Similarly, the investors will ask you to submit the business plan and pitch deck according to their requirements. A business plan guides you to start and manage your business. This business plan is a roadmap for how to structure, run, and grow your business.
Hopefully, this Presentation will help you to write a good Advertising Agency Business Plan. Knock me for more details: https://planforstartup.com/
The document discusses various aspects of sales training including:
1. Sales training is essential to develop salespeople's skills through both formal and informal methods such as orientation, coaching, and continuing education.
2. Training needs vary depending on a salesperson's experience, abilities, and career stage which typically includes preparation, development, maturity, and decline phases.
3. Effective training utilizes different methods like lectures, demonstrations, role-playing, and on-the-job coaching tailored to the content and objectives.
Evaluation of training impact considers metrics like market performance, testing, and supervisor feedback.
This document discusses various methods for identifying qualified sales prospects, including utilizing satisfied customers for referrals, networking, identifying centers of influence, internet prospecting, trade shows, seminars, and researching public directories. It emphasizes that not all leads will qualify as prospects and outlines factors to consider like need, ability to pay, authority to buy, accessibility, and eligibility. Effective prospecting is important for sales success.
This document proposes a marketing campaign for a client. It outlines an approach using data-driven methodology, consumer lifecycle marketing, strategic goal definition, and data analysis. Case studies and recommendations for timelines, phases, and budgets are also provided. The proposal describes the consulting and delivery team that would execute the project.
The document outlines a go-to-market strategy with sections covering product strategy, inbound marketing, customer experience, feedback, outbound marketing, and external analysis. The goal is to connect a company's product vision, positioning, and roadmap to customer acquisition, retention, and support through thought leadership, social media, events, and adapting to social, technological, economic, and political conditions.
This document provides an overview of a performance marketing strategy. It defines performance marketing and outlines how it can be used to identify and respond to customer moments to drive business outcomes. It presents a framework for performance marketing, including understanding customer intent, identifying where it fits, isolating desired actions, selecting channels, and tying results to business KPIs. The framework shows how different channels like paid search, social media, and display can be leveraged at different stages from awareness to conversion.
The document summarizes a webinar on aligning sales and customer success. It includes:
1. An agenda covering why alignment is needed, the power of successful customers, selling to the right customer, and the responsibilities of sales and customer success.
2. A discussion of why lifetime value is important and customers having more choices and lower switching costs.
3. Points that successful customers generate renewals, expansions, and new logos, and the importance of resources not being wasted on improper customers.
4. An overview of sales responsibilities to sell to the right customer, set proper expectations, avoid overselling, and ensure clean handoffs to customer success.
5. A review of
Sales Training PowerPoint Presentation Slides SlideTeam
Improve sales skills using content-ready Sales Training PowerPoint Presentation Slides. Hone sales team knowledge and techniques with sales training PPT presentation templates. Outline an effective sales training plan to educate and enhance sales team knowledge about various products and services. This deck comprises of sales training PowerPoint designs such as training process, training timeline, about the product, product list, product rating, product roadmap, product comparison, product pricing, sales by region, competitor analysis, training evaluation, and more. Execute a complete professional sales training program. Implement innovative sales training techniques using ready-made sales training PPT presentation slideshow. Involve your team with various sales training ideas and aim towards making a sale. Educate your team and develop a professional sales force. Incorporate sales training PPT presentation complete deck to help your sales team learn and intensify their selling technique, skills, and processes. Grab professionally designed sales training PowerPoint presentation deck and improve the sales results. Brilliance is called an adjective, Our Sales Training PowerPoint Presentation Slides exemplify in every way.
This document provides a step-by-step guide for completing a website redesign project. It includes 6 stages: setting goals and timelines, analyzing needs, designing the website, preparing for launch, launching the new site, and refining efforts. Each stage contains multiple steps and templates to help with tasks like creating a project charter, conducting a competitive analysis, developing a requirements document, and mapping processes. The overall framework is meant to empower an organization's website redesign strategy in a comprehensive yet efficient manner.
The document provides an overview of selling skills training. It discusses key topics like identifying a salesperson's qualifications for success including human relations, straight thinking, presentation skills, being a hard worker, and being a smart worker. It also discusses identifying customer types, collecting customer information, understanding the six main buying motivations, and improving one's attitude. The training aims to help salespeople sharpen their skills and add to their existing skills for success in sales.
This document outlines a marketing plan presentation for Women In Action. It begins with definitions of marketing and discusses developing a simple marketing plan. It then covers marketing mix strategies including the 4Ps of product, price, place, and promotion. It also discusses the promotional mix of advertising, public relations, sales promotion and personal selling. Other sections address market segmentation, target audiences, SWOT analysis, market research, positioning, branding, and developing a detailed marketing plan. It concludes with emphasizing the importance of tracking marketing results.
Fanny Lawren, a marketing consultant, presented an outline for a marketing plan for small businesses. The presentation covered defining marketing and developing a marketing strategy, including analyzing the marketing mix of product, price, place, and promotion. It also discussed market segmentation, the target audience, positioning, branding, and methods for tracking marketing results. The overall presentation provided small businesses with guidance on creating and implementing an effective marketing plan.
This document provides an overview and outline for a negotiation skills workshop for credit managers. It discusses key concepts in negotiation including preparing for negotiation, understanding the other party's goals and style, effective strategies and tactics, making concessions, and following through after an agreement is reached. Examples are provided from the movie Casablanca to illustrate different negotiation scenarios and styles. The workshop aims to help credit managers develop strong negotiation skills for resolving payment issues and other credit-related matters.
Prospecting is the process of locating potential customers and is critical for effective selling. A good prospect has a need that the seller's product can fulfill, the ability to pay, authority to buy, and is approachable. Sources of prospects include satisfied customers, referrals, networking, directories, advertising, trade shows, and cold calls. Companies provide leads through various promotional activities. Effective prospecting requires qualifying leads, developing a lead management system, and overcoming reluctance to prospect.
The document outlines a 6-stage sales enablement plan to develop and implement a sales enablement strategy. Stage 1 involves getting project approval, including assessing organizational readiness, building a business case, and creating a strategy scorecard. Stage 2 prepares the company by surveying sales, aligning sales and marketing, and auditing assets. Stage 3 implements enabling solutions like CRM and marketing automation. Stage 4 builds a sales playbook. Stage 5 launches the strategy to sales. Stage 6 measures results and evolves the strategy. The plan provides templates, tools and resources to execute each stage.
The marketing and sales process - Jan 10 2016 versionBrian Groth
It's been a few months and I have improving my big sales process example, which includes marketing at the start and services at the end, since I believe a company should have the entire customer journey in mind when marketing, selling and servicing. Maybe one day I'll work in how product management and engineering overlays on this too.
This version now includes a few more details, but also suggestions as to where this document can guide an employee for more information, tools, content or training.
HeroConf: Taking a Full Funnel Approach to Digital MarketingAmy Bishop
Diving into a market-centric, multi-channel, full funnel approach to digital marketing. Continue the buyer's progression by creating solution-oriented paths delivered through multiple channels in synchrony. Leverage multiple attribution models to track performance and make decisions.
Parker is a businessman who needs a place to start his day alert, relax between meetings, and conduct business comfortably. Starbucks provides this solution with its welcoming coffee houses. Sales partners aim to make a connection by targeting business professionals, social groups, students, and locals daily. The sales philosophy is to sell passionately in a friendly environment to create loyal, returning customers through good service and a quality product.
The document discusses sales funnels and the customer journey. It begins by defining a sales funnel as a step-by-step process used to analyze a customer's shopping journey and bring them closer to an offer through strategic sales and marketing tactics. It then discusses why sales funnels are important for acquiring customers profitably, consistent revenue, and improving business processes. The document outlines the typical stages in a sales funnel - awareness, interest, decision, action - and provides examples of tactics used at each stage. It concludes by discussing the seven steps in a typical sales process - prospecting, preparation, approach, presentation, handling objections, closing, and follow-up.
Building An Actionable Sales Plan PowerPoint Presentation Slides SlideTeam
Building an actionable sales plan PowerPoint presentation now takes only minutes. The only thing that you have to do here is to click and download our pre designed sales plan example slide presentation. With help of our sales business plan PPT slide show you can give sales training to your work force for developing better sales processes. You can develop a continuous improvement attitude among your sales team by underlining sales achievements and shortcomings with support of presentation templates included in this visual communication. Going further, this PPT sample file also supports to encourage work force to develop strategic sales plan so as to augment sales and develop strong networks. To thoroughly cover each aspect of action plan for sales, we have included creative PowerPoint presentation slides like channel marketing strategy, currently active channels, who is your buyer, target customers, our lead generation process, financial highlights etc. In short, you have got the best sales plan sample PPT model. Now is the time to click and download this to make 2017 your year. Act in good faith with our Building An Actionable Sales Plan PowerPoint Presentation Slides. They will believe you have done your best.
This document provides an overview of business development basics and driving revenue generation. It discusses the differences between marketing and business development in the A/E/C industry. The client development process is outlined in 6 steps: research prospects, contact targets, qualify suspects, build relationships, identify needs, and develop client retention programs. Prioritizing business development tasks and skill building for transitioning into business development are also covered. The presentation concludes with emphasizing the importance of client retention programs.
Sales & Marketing Development Plan - a template for the CROFan Foundry
The document is a Sales & Marketing Development Plan template that outlines four major parts: Sales and Distribution Strategy, Customer Development Program, Strategic Marketing Framework, and Integrated Marketing Plan. It provides sample content and suggested key performance metrics for each section to help users develop their own customized plan. The template comes as a PowerPoint file that can be tailored for a user's specific needs.
Advertising Agency business plan.
The Advertising Agency is one of the most common business ideas. It’s a kind of business which has a high demand for all the time. If you want to be successful in the Advertising Agency business, you must follow some critical success factors. The Advertising Agency business is a highly risk-averse business idea. If you don't get any business idea to start then you can easily start the Advertising Agency business to avoid any kind of risky business engagement. If you’ve wanted to start an Advertising Agency for years, it might be the best time to draw up a plan to open your business. The Advertising Agency business is growing rapidly. Customer/Clients demand makes this business so popular.
Over the years we have seen that the Advertising Agency business has continued to be on the upwards, as the demand for it continues to increase. Starting an Advertising Agency business is just like every other business needs for one to be methodically calculative. You need to start on the right footing. These Steps are such as renting or buying a space to use as an office or factory, acquiring the various equipment that is needed to do the production or serve the customers, find out the right employees with the required skills to run the Advertising Agency business. There are some other very technical steps to be followed to be a success in this business.
It is also very important that in running a Advertising Agency business successfully, there has to be a flexible payment option for customers to use. It is important to state that these days, the Advertising Agency business also provides some other services asides from the typical products/services.
For the Advertising Agency business owners, these are also other areas through which they can generate more funds for profitability and for running the business to grow successfully. When starting a Advertising Agency business, it becomes important to choose a location that is close to office areas or Residential areas.
You need a Advertising Agency business plan to get business funding such as Bank loans, Investors and sponsor-holder, etc. Your business plan should include market research, competitors analysis, target audience, marketing plan, and a financial and budgeting projection. A business plan should be 30+ pages with 15+ pages 5 years of Financial Plan. Similarly, the investors will ask you to submit the business plan and pitch deck according to their requirements. A business plan guides you to start and manage your business. This business plan is a roadmap for how to structure, run, and grow your business.
Hopefully, this Presentation will help you to write a good Advertising Agency Business Plan. Knock me for more details: https://planforstartup.com/
The document discusses various aspects of sales training including:
1. Sales training is essential to develop salespeople's skills through both formal and informal methods such as orientation, coaching, and continuing education.
2. Training needs vary depending on a salesperson's experience, abilities, and career stage which typically includes preparation, development, maturity, and decline phases.
3. Effective training utilizes different methods like lectures, demonstrations, role-playing, and on-the-job coaching tailored to the content and objectives.
Evaluation of training impact considers metrics like market performance, testing, and supervisor feedback.
This document discusses various methods for identifying qualified sales prospects, including utilizing satisfied customers for referrals, networking, identifying centers of influence, internet prospecting, trade shows, seminars, and researching public directories. It emphasizes that not all leads will qualify as prospects and outlines factors to consider like need, ability to pay, authority to buy, accessibility, and eligibility. Effective prospecting is important for sales success.
This document proposes a marketing campaign for a client. It outlines an approach using data-driven methodology, consumer lifecycle marketing, strategic goal definition, and data analysis. Case studies and recommendations for timelines, phases, and budgets are also provided. The proposal describes the consulting and delivery team that would execute the project.
The document outlines a go-to-market strategy with sections covering product strategy, inbound marketing, customer experience, feedback, outbound marketing, and external analysis. The goal is to connect a company's product vision, positioning, and roadmap to customer acquisition, retention, and support through thought leadership, social media, events, and adapting to social, technological, economic, and political conditions.
This document provides an overview of a performance marketing strategy. It defines performance marketing and outlines how it can be used to identify and respond to customer moments to drive business outcomes. It presents a framework for performance marketing, including understanding customer intent, identifying where it fits, isolating desired actions, selecting channels, and tying results to business KPIs. The framework shows how different channels like paid search, social media, and display can be leveraged at different stages from awareness to conversion.
The document summarizes a webinar on aligning sales and customer success. It includes:
1. An agenda covering why alignment is needed, the power of successful customers, selling to the right customer, and the responsibilities of sales and customer success.
2. A discussion of why lifetime value is important and customers having more choices and lower switching costs.
3. Points that successful customers generate renewals, expansions, and new logos, and the importance of resources not being wasted on improper customers.
4. An overview of sales responsibilities to sell to the right customer, set proper expectations, avoid overselling, and ensure clean handoffs to customer success.
5. A review of
Sales Training PowerPoint Presentation Slides SlideTeam
Improve sales skills using content-ready Sales Training PowerPoint Presentation Slides. Hone sales team knowledge and techniques with sales training PPT presentation templates. Outline an effective sales training plan to educate and enhance sales team knowledge about various products and services. This deck comprises of sales training PowerPoint designs such as training process, training timeline, about the product, product list, product rating, product roadmap, product comparison, product pricing, sales by region, competitor analysis, training evaluation, and more. Execute a complete professional sales training program. Implement innovative sales training techniques using ready-made sales training PPT presentation slideshow. Involve your team with various sales training ideas and aim towards making a sale. Educate your team and develop a professional sales force. Incorporate sales training PPT presentation complete deck to help your sales team learn and intensify their selling technique, skills, and processes. Grab professionally designed sales training PowerPoint presentation deck and improve the sales results. Brilliance is called an adjective, Our Sales Training PowerPoint Presentation Slides exemplify in every way.
This document provides a step-by-step guide for completing a website redesign project. It includes 6 stages: setting goals and timelines, analyzing needs, designing the website, preparing for launch, launching the new site, and refining efforts. Each stage contains multiple steps and templates to help with tasks like creating a project charter, conducting a competitive analysis, developing a requirements document, and mapping processes. The overall framework is meant to empower an organization's website redesign strategy in a comprehensive yet efficient manner.
The document provides an overview of selling skills training. It discusses key topics like identifying a salesperson's qualifications for success including human relations, straight thinking, presentation skills, being a hard worker, and being a smart worker. It also discusses identifying customer types, collecting customer information, understanding the six main buying motivations, and improving one's attitude. The training aims to help salespeople sharpen their skills and add to their existing skills for success in sales.
This document outlines a marketing plan presentation for Women In Action. It begins with definitions of marketing and discusses developing a simple marketing plan. It then covers marketing mix strategies including the 4Ps of product, price, place, and promotion. It also discusses the promotional mix of advertising, public relations, sales promotion and personal selling. Other sections address market segmentation, target audiences, SWOT analysis, market research, positioning, branding, and developing a detailed marketing plan. It concludes with emphasizing the importance of tracking marketing results.
Fanny Lawren, a marketing consultant, presented an outline for a marketing plan for small businesses. The presentation covered defining marketing and developing a marketing strategy, including analyzing the marketing mix of product, price, place, and promotion. It also discussed market segmentation, the target audience, positioning, branding, and methods for tracking marketing results. The overall presentation provided small businesses with guidance on creating and implementing an effective marketing plan.
Harish Keswani, Marketing Technologist & Digital Marketing Expert in Mumbai conducted this 1 day workshop for Zalawar Business Forum in Feb 2016. The concepts can be useful for any entrepreneur or small business owner (SME) who needs a structured approach to his marketing strategy.
The document provides an overview of marketing essentials including definitions of marketing, successful marketing strategies, reasons for marketing, different marketing philosophies, the marketing mix of 4Ps, customer analysis methods, segmentation, targeting, positioning, and outlines of marketing plans. It discusses maintaining customer loyalty, attracting new customers, and delivering value as reasons for marketing. It also explains various philosophies including production, product, selling, and societal concepts.
This document discusses key aspects of developing a marketing plan, including conducting market research, defining the target market through segmentation, establishing objectives and goals, and outlining the marketing strategy and mix. It emphasizes the importance of gathering secondary and primary data to understand customer needs and the competitive landscape. The marketing plan should provide a clear strategy to meet objectives and be flexible enough to adapt to changing market conditions.
This document provides an overview of marketing mix and sales promotion concepts. It begins with defining key marketing terms like the marketing process, customers, and the 4Ps of marketing mix - product, price, place, and promotion. It then discusses various promotion tools including advertising, public relations, sales promotion, and personal selling. It provides examples of each tool and discusses their advantages and disadvantages. The document aims to explain basic marketing management concepts.
This document provides an overview of marketing concepts and the marketing process. It begins by defining the difference between needs and wants. It then discusses marketing research and the customer decision process. The document also outlines the key elements of a marketing strategy, including market segmentation, targeting, positioning, and the marketing mix of product, price, place, and promotion. It provides examples of various marketing mix tactics and emphasizes the importance of understanding customers to develop effective marketing strategies.
Contains about basics of sales management, Background, Selling as a career, B2C and B2B Markets, Different marketing concepts, Product Life Cycle, Relation between sales and marketing, Implementing the market concept, segmentation in B2C &B2B market.Adoption & Diffusion theory, Image of selling. Types of selling.
This document discusses key concepts for developing marketing strategies for customer-centric organizations, including conducting market analysis and segmentation. Some key points covered are:
- The importance of understanding consumer trends, markets, and effective communication methods to reach target audiences.
- Characteristics of customer-centric organizations like having a shared vision focused on serving customers.
- Conducting market analysis to understand strengths, competitors, and the business environment to minimize risks.
- The process of market segmentation to identify groups with similar behaviors to better target customers.
- Elements of the marketing mix like developing products that provide value, and choosing appropriate distribution, pricing, and promotion.
This chapter introduces marketing and its evolution. It defines marketing as anticipating, managing, and satisfying consumer demand through exchange. The chapter outlines the 8 functions of marketing including environmental analysis, product planning, distribution, promotion, and price planning. It emphasizes a customer-oriented marketing philosophy focused on consumer needs, satisfaction, and long-term relationships over short-term sales.
This document outlines the key components of developing an effective marketing strategy in 3 steps or less:
1. Conduct a thorough market analysis to understand market size, trends, segmentation, target markets, competitors, and consumer behavior.
2. Evaluate your company's strengths, weaknesses, opportunities, and threats to determine your current market position.
3. Develop a comprehensive marketing mix strategy addressing the 4 P's of product, price, place, and promotion tailored to your target market and positioning.
This document discusses several marketing concepts including the 4Ps and 7Ps marketing mixes, Booms and Bitner's additional 3 Ps for services marketing, the 4Rs and 5Cs frameworks, PEST analysis, and the 4Ps and 4As frameworks. It also covers topics like 360 degree branding, active marketing, A/B testing, ATL/BTL advertising, B2B vs B2C marketing, the BCG matrix, red ocean vs blue ocean strategies, market segmentation, components of a brand, and defining brand equity.
This document defines key concepts in marketing and marketing management. It discusses the importance of marketing, its scope, and fundamental concepts. Marketing is defined as creating and delivering value for customers and managing customer relationships. Marketing management is choosing target markets and growing customer relationships through superior value. The document outlines concepts like segmentation, targeting, positioning, and the marketing mix. It also discusses how marketing management has evolved with a focus on customers, integrated marketing, and the new 4Ps of people, processes, programs, and performance.
The document discusses customer value and marketing strategies. It defines customer value as the benefits customers expect from a brand minus the costs of obtaining and using the product or service. The core benefits that contribute to customer value are the product's attributes, quality, and potential uses. Marketers can communicate these core benefits through symbols, imagery, country of origin, and appealing to customers' emotional needs. The document also outlines strategies for market penetration, development, and new product development, as well as frameworks for analyzing competition, developing marketing objectives and plans, and forecasting sales.
1. The document provides an overview of key marketing strategy concepts and terms for an exam, including the evolution of marketing from the production concept to viral marketing.
2. It discusses the marketing mix, target markets, and relationship marketing. Customers are increasingly important stakeholders that companies must acquire and retain through customer relationship management.
3. The buyer decision process and factors that influence buyer behavior are reviewed. Marketing mathematics concepts like break-even analysis and lifetime customer value are also summarized.
This document discusses key marketing concepts and terms. It covers the evolution of marketing from the production concept to relationship marketing. It also discusses the marketing mix, target markets, market segmentation, and the impact of technology and social trends on marketing. Finally, it addresses topics like marketing strategy, marketing plans, business markets, competition, and marketing information systems.
The document discusses various aspects of integrated marketing communications including advertising, sales promotion, publicity and public relations, and personal selling. It covers objectives, decisions, and evaluation for each area. Key factors discussed are media selection, types, timing and allocation for advertising. Major decisions, tools, and impact evaluation are covered for sales promotion. The roles and major decisions for marketing PR are also summarized. Personal selling discusses designing the sales force, managing it, and principles of personal selling.
The document provides an overview of key concepts related to developing an effective go-to-market strategy. It discusses defining the target market through segmentation, targeting, and positioning. It also covers differentiating the product, choosing distribution channels, and understanding the broader ecosystem in which customers operate. The document emphasizes the importance of thought leadership and developing a value proposition to effectively communicate the benefits of the product or service.
This document provides an overview of a group presentation on marketing plans. It discusses key marketing concepts like the marketing mix, 4Ps and 4Cs, target marketing, market segmentation, and marketing strategies. It then gives definitions and examples for each concept. The document outlines developing a marketing plan for a new Columbia Sportswear product - expanding into the snowboard and equipment industry. It analyzes the industry, identifies Columbia's strengths and weaknesses, and provides recommendations around market segmentation, goals, product details, and ensuring product performance.
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3. 3
Selling
Make a sale
In most companies sales personnel are the single most important link w/ the cust.
Front-line role
Increasing emphasis on professionalism
Required to adapt and change
Type of selling/ Selling function:
Order-takers (already committed cust.): Inside OTs (transactional), Delivery Sp., Outside OTs
Order creators: Missionary Sp. (do not close the sale, medical/architect rep.)
Order-getters (persuade Cust. to make a direct purchase) :
Front-line Sp.: New B. Sp. (win new prospect), Organizational Sp. (maintain close long-term
relationships), Consumer Sp. (more one-off)
Sales support Sp.: Technical support Sp. (to front-line Sp.), Merchandizers (retail & wholesale)
Salespeople key quality
Empathy & an interest in people: identifying needs & understanding customer feelings
Ability to communicate
Determination
Self-discipline and resilience
B2B – B2C
4. 4
Sales Management
Exercise
Planning: sales forecasting, budgeting
Organizing
Controlling
Adapt and change
Play strategic role:
Make key input into formulation cny plans
Less on sales volume, more on profits
Must be aware of developments in HR management
Ensure that sales function makes the most effective contribution to the achievement
of cny objectives and goals.
Determination of SF objectives and goals,
Forecasting, Budgeting
SF organization, size, territory design and planning,
SF selection, recruitment, training, motivation, evaluation, control
Evolution of modern B. practice: production, sales, marketing orientation
5. 5
Implementing the MK concept
Segmentation and Targeting
Clearer identification of mkt opportunities
Designing products more finely tuned to the needs
Focusing MK and SALES efforts on those segments w/ the greatest potential
Segmentation bases:
Consumer products and mkts:
age, sex, income, social class, geographical location type of residence using ACORN (A
Classification of Residential Neighborhoods), personality, benefits sought. usage rate, e.g.
heavy users versus light users
Industrial products and markets:
end-use market, type of industry, product application, benefits sought, company size,
geographical location, usage rate.
6. 6
Marketing Programme/ Mix
Product:
Features, packaging, quality, range
PLC IGSMD
Diffusion of Innovation Theory
Innovators 2.5% Early adopters 13-14% Early majority 34% Late M. 34% Laggards 16%
Diffusion mediated by...
Risk, Relative advantage, Ease of Trial/ Divisibility, Communicability, Compatibility, Relative
simplicity
Price: price levels, credit terms, price changes, discounts.
How it affect selling and sales management
Company objectives (Return on capital, early cash recovery, payback period
MK objectives: mkt penetration, skimming
Demand consideration, what the market will bear. SF can play a key role in the provision of
pricing information
Cost (BEP, Cost-plus or Mark-up), Competition, Customer oriented methods
Place/ Distribution: inventory, channels of distribution, number of intermediaries.
Direct, Intermediaries – Intensive, Selective, Exclusive
Level of Cust. Sce: delivery & transporation methods – increase inventory hence costs –
trade-offs
Promotion: Advertising, Personal selling, Sales promotion, PR
7. 7
Sales and MK relationship
Marketing strategy affect personal selling through:
Creation of Differential advantage
Strategic objectives: Build, Hold, Harvest, Divest
Selling obj. and strategies are derived from MK strategy decisions
and should be consistent w/ other elements of the MK mix
Selling objectives
Sales volume, Market share, Profitability, Service levels, SF costs
SF strategy (define how obj. will be achieved)
Call rates, calls % existing vs. new accounts, discount policy, improving cust./mkt
feedback and cust. Relationships,
% of resources targeted at - new vs. existing product
- selling vs. after-sales service
- field selling vs. telemarketing
- different types of cust. (high/low potential)
8. 8
Marketing Plan Contents
Sales Planning process:
Setting objectives, Determining operations necessary to meet objectives, Organizing for action,
Implementing, Measuring results against standards, Revaluating and controlling
MOST: Mission, Objectives (where), Strategy (how), Tactics (details)
Situational Analysis mkt analysis or Mk audit
Market Situation S (analysis of cust. needs and trends)
Competitive Situation S
Macro-environmental Situation - PEST, STEEPLE S
Past Product Performance
Mkt and sales potential, Sales Forecast S and Key Assumptions
Key Issues: SWOT
Objectives SMART S (setting sales objectives)
Financial (profit, ROI)
Marketing (sales volume, market share, targeting, pricing, cust. retention)
Marketing Strategies (one per objectives, competitors’ counter-strategies) S (Sales Mgr consulted and input)
Marketing Action Plan Implementation OR Integrated mkt program/mix S (Sales Mgr consulted and input)
Target, Who, What, When, How Much… Communicated to everyone involved
Projected Profit & Loss Budget – Allocating resources S
Control - Contingency Plans S
Measurement, corrections, modifications
If threats/opportunities materialize, if situation/assumptions change
9. 9
Mk plan influences sales
Inside-out planning, financially driven
Outside-in planning, customer-oriented
Promotional mix:
Advertising, Personal selling, Promotion, PR , Direct mk, Interactive/Internet mk
Where to place emphasis influenced by
Type of make
Stage in the buying process (hierarchy of effects model)
Unawareness, Awareness, Comprehension Ad.& PR
Conviction, Purchase Pers. Selling
Push vs. Pull strategies, depending of channel of distribution
Stage in the PLC
Advertising-Selling relationship
Reputation, awareness, new products, leads
Consumer goods, branding/ brand image crucial, Advertising most effective promotional tool
Brand or supplier loyalty: conscious decision – superiority perception
Learning theory: tendency to repeat experiences that give us pleasure and to avoid those that do not
Sales strategies to Tactics
The SMgr must decide the specific actions required to achieve sales goals, ie. Tactics
10. 10
Consumers
Who buys? Buying centre:
Initiator
Influencer
Decider
Buyer
User
How to buy?
Need id./ Pb. Awareness
Info gathering
Evaluation of alternative
Evaluative criteria
Beliefs (imply knowledge)
Attitudes (imply liking or disliking)
Intentions
Selection
Post-purchase evaluation (cognitive dissonance)
Choice criteria?
Economic: perf., reliability, price
Social
Personal
11. 11
Factors Affecting Consumers
Buying situation
Extensive pb.-solving New purchase High involvement
Limited pb.-solving Modified rebuy Limited involvement
Automatic response Straight rebuy Low involvement
Personal influences
Personality: Dominant, Submissive, Warm, Hostile
D-H, SH, S-W, D-W Modify selling accordingly
Motivation Needs to satisfy
Perception Selective exposure/ perception/ retention
Learning Changes as result of experiences
Lifestyle/ psychographics: beliefs, activities, values, demographics
Young sophisticates
Home-centered
Traditional Working class
Middle-aged sophisticates
Social influences
Social class ACORN
Reference groups
Coronation Street housewives
Self-confident
Homely
Penny-pinchers
Culture
Family
12. 12
Organisational Buyer
Content WHAT or CHOICE CRITERIA
Functional (Economic)
Psychological (Emotional)
Avoid
Working in comfort zone
Spending too much time with naysayers
Organisational buyer
Fewer customers
Concentrated markets
Relationships
More rational
Product specifications
Reciprocal buying
More risky
More complex
Negotiation important
Structure: WHO – DMU
Initiators
Users
Deciders
Influencers
Buyers
Gatekeepers
Decision-making process
1. Problem/ Need recognition
2. Determination characteristics, spec, qty
3. Search for, qualification potential suppliers
4. Proposals
5. Selection
6. Order Routine
7. Feedback and evaluation
Production type
Job/ unit/ project
Batch
Flow/ mass/ line
Process/ continuous
13. 13
Factors Affecting Org. Buyers
Factors Affecting Org. Buyers
Buy class
Straight rebuy
Modified rebuy
New purchase
Product type
Importance of purchase
Development in Purchasing Practice
JIT
Centralized Purchasing
Reverse MK
Leasing financial vs. operating lease
Relationship Management
Interaction
Strategic Partners
14. 14
Sales Technique
Responsibility of a salesperson
Primary to conclude a sales successfully
Secondary:
Prospecting
Records, feedback
Self-management
Handling complaints
Providing service
Implementing Sales & MK strategies: eg. Diversion
Preparation
Sales negotiations vs. Pure selling
Relate product features to consumer benefits
Competitors products/benefits knowledge
Sales presentation planning
Sales objectives: w. the Sp. Wants the Cust. to do
Understanding buyer behavior
Sales negotiations
Balance of power
# options available to ea. party
Knowledge is power
Need recognition & satisfaction
Pressures
Negotiation objectives: BATNA, ‘WOULD LIKE’, ‘MUST HAVE’
Concession analysis (valued by the cust.)
Proposal analysis (objection anticipation)
15. 15
Personal Selling Skills
Personal selling process
1. Opening Cardinal sin: ‘Can I help you?’ ‘No thank you. I’m just looking’
2. Need & Pb. Recognition question-and-listen - open/closed question
3. Presentation & Demonstration
4. Objections
5. Negotiation
6. Closing
7. Follow-up call
Presentation & Demonstration
Chinese proverb ‘Tell me and I’ll forget, show me and I may remember, involve me and I’ll understand’
Relating Features & Benefits
Which means that
Which results in
Which enables you to
Reducing risk
Reference selling
Demonstration 1. brief features description/ ‘u’ benefits description 2. actual demo.
Guarantees (warranty, service…)
Trial orders
16. 16
Personal Selling Skills
Objections
Preparation
Techniques:
1. Listen and do not interrupt
2. Agree and counter
3. Straight denial
4. Question the objection
5. Forestall the objection
6. Trial close
7. Hidden objections – Is there anything …so far which you are unsure about? …on your mind? –
– What would it take to convince you? –
Negotiation
Start high but Be realistic
Concession for concession: ‘if…then’
Buyer’s negotiation techniques
Shotgun approach: unless you agree to cut…, we’ll look elsewhere
Sell cheap, the future looks bright
Noah’s ark: do better, competition is much lower
Closing
At highest interest, buying signals, trial close
1. Simply ask for the order
2. Summarize and ask
3. Concession close
4. Alternative close: red or blue, Tue. or Fri.
5. Objection close: if I can convince you…, will you buy it?
6. Action agreement: never display emotions – leave as quickly as possible
17. 17
KAM
Advantages
Close relationships
Improved communication and coordination
Better f/up sales/service
In-depth DMU penetration
Higher sales
Advancement opportunities for career Sp.
Lower costs thru joint agreement prod/delivery/forecast
Cooperation on R&D
Risks
Dependence, vulnerability of few customers
Pressure on Profit
Ever-increasing demand
Neglect smaller accounts
At odds w/ career aspiration
When
Small # of cust. = high proportion of sales
Differentiation potential
Complex buying behavior
Multifunction contacts
Cost savings
Danger of different Sp.
Tailoring products and services
Centralized cust.
Competition doing KAM
WHO
Best person
Support from top management
Relationship-building skills
KA relational development model
Per-KAM prospecting
Early-KAM build trust/performance/communication
Mid-KAM
Partnership-KAM share sensitive information
Synergistic-KAM transparent costing systems
Uncoupling KAM anytime, transactions/interactions cease
GAM
Relationship building
Personal trust
Technical support
Resource support
Service levels
Risk reduction
KA information system
18. 18
KAM
KA planning system
Account audit
SWOT: Suppliers, Competitors, External
changes
Account plan
Objectives in terms of cust. responses
Strategies
Control progress/achievement/corrective actions
19. 19
Relationship Selling
From market-driven TQM to Customer care
From Transactional to Relational selling
2 business basics: MK (cust. Orientation/knowledge) and innovation
Relationship MK
Differentiate via actual and augmented product (holistic view: sales support, guarantees, after-sales care)
First priority, customer satisfaction (perceived quality)
From JIT to Relationship MK
Part-time marketer of non-marketing staff
BPB
Reverse MK
SCI: Looking at the Supply chain as a whole to find new opportunities to improve overall effectiveness
From RMK to Relationship selling
JIT based on open accounting
Serve cust. present and future needs (holistic needs)
Simultaneous engineering: Japanese subcontractors’ ability to participate in product design
20. 20
Relationship Selling
Tactics of relationship selling
Customers' needs focus
Trustworthy relationships
Internal MK concept
Determination, self-motivation, tenacity - overtaken by – acceptability, attention to detail, get along
w/ people
Sales visits longer
Less calls
Permanently at the cust.
Information gathering
MkIS: Market Intelligence + Market Research + Cny internal accounting syst. => Strategic MK plans
Reducing selling costs
More sales per cust.
Superior business forecasting
21. 21
Direct Marketing
DM attempts to acquire and retain cust. by contacting them w/o the use of an intermediary.
Objectives:
Purchase
Literature/catalogue request
Visit a location
Participation
Demonstration
Salesperson’s visit
Rise in DM fuelled by: Market fragmentation, Computer technology, List explosion,
Sophisticated Analytical techniques, Coordinated MK systems (integrated mk communications).
Database MK is defined as an interactive approach which uses individually addressable mk
media and channels (such as mail, phone, and the salesforce) to
Provide information to a target audience
Stimulate demand
Stay close to customers by keeping records
Actual & potential cust./ Transactional/ Promo/ Product/ Geodemographic (ACORN) info
Applications:
Direct Mail, Telemarketing, Loyalty mk, Campaign planning, Target mk, Distributor mgt syst., Mk evaluation
22. 22
Managing a DM Campaign
MK plan
Identifying and understanding the target audience
Consumer: ACORN – Business: organization/ individual type
Setting campaign objectives: financial – communication – marketing
generating sales, making a sale
Creative decisions
communication, target market analysis, brand benefits/weaknesses, offer dvpt , message communication, action plan
Media decisions
Direct mail: consumer lists, consumer lifestyle lists, directory, house list
who, what , why, where, when
Telemarketing: inbound, outbound
Direct response marketing: DRTV = teleshopping – 25mn product demo = infomercial
Catalogue marketing:
Campaign execution and evaluation
in-house or through a specialist DM agency
23. 23
Internet and IT applications
IT revolution: impact on salesforce productivity
Remote access email Word processing/ Spreadsheet
Time mgt software Database files Mobile phones
Desktop publishing Presentation software PPT Diary packages
CRM Internet Telemarketing software
SF software
MyYahoo or else: attract and hold users – B2C, B2B – improved efficiency, enhanced buyer-seller R and processes
E-COMMERCE: Internet keys: email and ecommerce
Publish/ Interact/ Transact/ Integrate (B2B extranet: e-network linking cnies to their trading partners)
EDI (e-data interchange) used for invoices
Barriers: locating websites, design, reluctance of new medium, security fears
NEW ERA: popularity, profitability
Back to REALITY: setting lasting R between cnies and cust.
Key IMPACTS: - Building Customer-centric Selling Arenas
- Focusing on the right cust.
- Creating quality in Communications
- Understanding buyer behavior patterns (1. Whether the b. builds a R, 2. Scope of goods)
4 competitive landscape: Opportunity spot, Opp. Store, Loyal links, Loyal chains
- Changing approach to brand management
- Pricing
- Creating interactive opportunities with cust.
- Building cust. R.
- Performance measurement
24. 24
CRM & IT applications
Cust.-Cny contact points:
SF, email, websites, phone, distributors, fax
QCi customer management model
CRM software: sharing information
Software: Territory mgt, journey planning, recruitment
and selecting, sales training (CBT), sales forecasting,
determining salesforce size, salesperson evaluation.
Retail and MK
SCM is the concept of product provision from suppliers’
production lines to retailers’ tills. The right products, in
the right quantities, at the right times.
EPOS and EFPTOS, Cust. Loyalty cards
mfrs do buy EPOS data from their cust.
Space mgt systems
DPP systems (Direct Product Productivity) low
essential generates in-store cust. Flow – modify its
packaging, trading terms, stocking, store position &
other variables
Category mgt: customized merchandizing (tailored pdt
assortments, space allocations, pricing, promotions)
EDI (Electronic Data Interchange) order/ invoice pdts
Analyzing
and
planning
The
proposition
Measuring
the effect
Processes
People and organizations
Information and Technology
Cust. Experience measurement
Competitors
CM activities
Targeting
Win-back
Pb. Mgt
Cust. Dvpt
Enquiry mgt
Getting to know
cust.
Welcoming
QCi customer management model
25. 25
Sales settings
Forces affecting selling and sales management
Behavioral forces
Rising cust. Expectations and being concerned w/ fulfilling of higher-order needs
More professionally minded org. buyers
Cust. avoidance of buyer-seller negotiation
Expanding power of major buyers
Globalization / Fragmentation
Technological forces
Sales force automation: laptop, EDI, videoconferencing, extranet
Virtual sales offices
Credit cards as charging platforms, used for databases
Electronic sales channels: internet, TV home shopping
Managerial forces to respond to the environmental changes, strategies and tactics to enhance sales effectiveness
Direct marketing: direct mail, telemarketing
Blending of sales and mk: intranet
Qualification of Sp. and sales managers
26. 26
Sales Settings
A sales channel is the route that goods take through the selling process from supplier to customer.
Selecting / Reappraising Sales Channels
Market
Channel costs
Profit potential
Channel structure pull strategy: advertising to create brand loyalty, pre-sell the product
PLC
Non-marketing factors amount of finance available
Characteristics of Sales Channels
Direct – Intensive – Selective – Exclusive
Industrial, Commercial, Public authority selling (= org. buyers)
Resale
Outlet category: Multiples (≥10, similar range of merchandize), Variety chains (≥5), Cooperative
societies, Department store, Independents, Mail order, Direct selling
Trade marketing focus: which product / sizes / packaging / prices / promotion retailer want
Franchising (VMS) – franchisor & franchisee – franchise
Mfrs to retailers (cars) – Mfrs to wholesalers (Pepsi, Coke) – Wholesalers to retailers (Spar) –
Sce firms to retailers (hotels, car rentals, fast foods…)
Agreement: expertise, promotion, central purchasing, standard of operations, training, royalty
27. 27
Sales settings
Services
Intangible, inseparable, variable (non-standard), perishable (inability to stock), no ownership
7Ps= 4Ps + People + Process + Physical evidence
Trust is essential
Sales promotion
Objectives: encourage repeat purchase, build loyalty, encourage visit,
build up retail stock level, widen/ increase distribution
Price reductions, vouchers or coupons, gifts, contests/ competitions, lotteries, cash bonuses
Techniques: consumer promo (pull), trade promo (push), salesforce/ personnel promo (2-6 months)
Promotion integrated in the marketing communications
Premium offers: Self-liquidating premiums, On-package gifts, Continuities, Coupons plans, Free samples
Exhibitions
Activities promoting the organization: trade show, events (concerts, races…), conferences
Objectives: define the market (segments) / potential purchase value / status of contact to aim at /
potential customers / new product / communication level
28. 28
Sales settings
PR
Public: community, employees, government, financial community, distributors, consumers, opinion leaders
Definition: PR consists of all forms of planned communication, outwards, and inwards, between an
organization and its publics for the purpose of achieving specific objectives concerning mutual
understanding
Corporate identity, Corporate PR
PR is not: free advertising, propaganda, publicity
Objectives: create a better environment for the organization and its activities
Attract sales inquiries
Reinforce cust. Loyalty
Attract investors/ merger partner/ smooth acquisition
Attract employees
Dissolve or block union problems
Integration: technician or policy-making (corporate strategic plans) role
Consultancies: in-house and/or external specialist
Minimize competitor advantage while catching up
Open a new market
Launch a new product
Reward key people with recognition
Bring about favorable legislation
29. 29
International / overseas selling
Balance of payment, the ≠ between export earnings and import expenditure
Trade surplus/ deficit, Invisibles= Services – Capital account, surplus, net capital inflow
EU: removing taxation differentials, frontier controls and other forms of restriction open market
Advantage in terms of selling: 1. How to reach the customers, 2. How can you sell into this market, 3.
What sales literature is necessary, 4. How should you advertise, 5. How will you provide after-sale service.
Each country will adopt a particular expertise
WTO, GATT: 1. Non-discrimination, 2. Consultation, 3. Tariff negotiation, 4. Trade liberalization
Overseas benefits: 1. Non-availability, 2. Competitive costs, 3. Differentiation
Culture is the distinctive way of life of a people that is not biologically transmitted, evolving and changing
over time.
Reward and punishment principle.
Abstract (values, attitudes, ideas and religion)
Material (level & type of technology, consumption patterns)
Achieve the balance ‘Think global, Act local’
Develop cultural skills: convey respect, cope w/ ambiguity and frustrations, show empathy, avoid judging
others, control self-reference use, humor to prevent frustration
Aesthetics, Religion, Education, Language, Social organization, Political Factors, Attitudes and values,
cultural change.
31. 31
Law and ethical issues
Contract: legally binding
An invitation to treat (negotiate) is not an offer, it is an invitation to shoppers to make an offer to buy
Terms and conditions: state the circumstances under which the buyer is prepared to purchase and the
seller is prepared to sell; define the limit of responsibility for both buyer and seller.
Terms of Trade: overseas – Define the aspects of delivery and costs per Incoterms
Bill of lading: is a receipt for the goods shipped, a transferable document of title to the goods allowing
the holder to claim his or her goods, and evidence of the terms of the contract of shipping.
Ex-words – FOB – FOR (Rail) – FOW (Wagon) – FAS – CIF – C&F – Free delivered (import license)
Business practices and legal controls
False description
(misleading statement, made-in, price)
Faulty goods
Inertia selling (unsolicited goods/ services)
Exclusion clauses (limit mfr liability)
Buying by credit
(disclose APR, cooling off period for doorstep sell)
Collusion between sellers
Consumer protection
By the law
Code of practice
(advertising, market research, direct selling)
Trade associations
Consumers’ associations
Salespeople Ethical issues
Bribery
Deception
Hard sell (high pressure sales tactics)
Reciprocal buying
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Effective SF Selection 1
Sales attraction
1. Working methods 2. Independence 3. Earning
International sales
Expatriates, Host-country nationals, Third-country nationals
Job description
Title, duties and responsibilities, direct supervisor, technical understanding degree, area, degree of control
Personnel specification
Physical requirement – Attainment – Aptitudes and qualities – Disposition – Interests – Personal
circumstances
Central dynamics of sales ability
Empathy – Ego drive – Ego strength – Self-motivation
Sources
Own staff – Agency – Schools – Competition – Other industries – Unemployed
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Effective SF Selection 2
Communication
Achieve impact: ad size, content, headline, major job attraction
Application Form
Personal – Education – Employment history – Other interest
Purpose: shortlisting, interview, post-interview
Interview
Type: Screening – Selection
Objectives: form a clear and valid impression of the strengths and weaknesses
of the candidates
Setting: relaxed, informal, low table
Conduct: Establish rapport, reduce anxiety, themselves, experiences, attitudes, behavior, expectation
Interview techniques: Playback - Rewards: ‘uh, uh’ ‘mmm, yes, I see’ eye/head behavior –
Silence – Probes – Summarizing – Neutral questions – Selling the job/ control the interview
Psychology tests
Multiple personal inventory test: based on the forced choice technique
Different test might be required for different situations
Role playing
Short-term relationship sales, one-off sales
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Motivation
Relationship between needs, drives and goals: ‘The basic process involves needs (deprivations) which set drives in
motion (deprivation w/ direction) to accomplish goals (anything which alleviates a need and reduces a drive)’.
Maslow’s Hierarchy of Needs
Physical (physiological, safety) – Social (belongingness/ love, Esteem/ status) – Self (self-actualization)
Satisfied need is not a motivator of behavior – Different Sp. will have different combination of needs
Herzberg’s dual-factor Theory
Hygiene: physical working conditions, security, salary, interpersonal relationships
Motivator: nature of work, achievement, recognition, responsibilities, interest value
Vroom’s Expectancy Theory
Effort Expectancy Performance Instrumentality Reward Valence Value of reward
SM spec and communicate these perf. Criteria, relate R. to criteria, attainable target perf.,
VET = a diagnostic model
Adam’s Equity Theory
Unfairness can arise when an individual’s effort or perf. exceeds the reward which s/he receives.
Likert’s Sales Management Theory
SMs provide a set of standard – Sales meeting ‘group method’ vs. Monopolist’
Churchill, Ford, Walker Model of SF Motivation
… Motivation Effort Performance Rewards Satisfaction …
Implication: convince Sp. harder and smarter work, reward worth the extra effort
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Motivation in practice
Importance of SM relationship
Motivating factors
Self-satisfaction of doing a good job, Achievement targets, Acknowledgement of effort,
Satisfy Cust. Needs
Financial incentives: Commission/ Bonus (fair, attainable)
Setting sales targets and quotas
Meeting between SM and Sp.
Regularly, to better understand the motivators/ demotivators, understand their values
and expectations
Discuss more: 1. Analyse job problems and try to find solutions together, 2.
Sales targets
Positive/ Negative stroking
Merit-based promotion (dual route)
Sales contest (consumer SFs)
Leadership is the process of influencing the behavior of people towards the
accomplishment of objectives.
1. Coercive (-) 2. Authoritative 3. Affiliate 4. Democratic 5. Pacesetting (-) 6. Coaching
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Training
Skills development
Unconsciously unable
Consciously unable
Consciously able
Unconsciously able
Training program components
Cny objectives, policies and organization
Products
Competitors
Selling procedures and techniques (M5)
Work organization and reporting
Methods
Lectures
Films
Role Playing
Case studies
In-the-field training
Evaluation of training
Training SMs
Sp. requires self-mgt, selling,
negociation skills
SM requires managerial,
administrative, leadership skills
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Organizing a Salesforce
Structure
Geographical full range
Product specialization overlap
Customer-oriented
1. Market-centered industry type
2. Account size KAM, 3 tier-systems (KA, Sp., telemarketing team), team selling
3. New or Existing account prospecting vs. current cust.
4. Functional specialization development vs. maintenance
Mixed organization
SF organization considerations:
Geographical size
Potential
Cust. expectations
Product line width
Current selling practices
Language
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Number of Salespeople
Workload method
# of Sp. = # of Cust. X Call frequency .
Average weekly call rate X # of working weeks per year
Establishing Sales territories
Workload = ni ti + n tk ni = # of calls to be made to cust. in category i
ti = average time per call for ea. category i
n = total call # to be made
tk = average traveling time to ea. call
Designing territories calls for a blend of sound analysis and plain common sense
Sales potential
Territory Revision
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Compensation
Objectives
1. Motivate by linking achievement to monetary reward
2. Attract and hold successful Sp. by providing a good standard of living,
rewarding outstanding performance, providing regularity in income
3. Selling costs fluctuation in line with sales revenue
4. Direct sales to specific company sales objectives
Type of Sp.
1. Creatures of habit
2. Satisfiers
3. Trade-offers
4. Goal-oriented
5. Money-oriented
Compensation plans
Fixed salary
Commission only
Salary + commission
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SF Forecasting
Planning: allocate company resources so as to achieve sales forecasts/ anticipated sales
Market forecasting
Forecast: Short-Medium-Long term
Levels: international, national, industry, company, product
seasonally, geographically, salesperson
Qualitative
1. Consumer/ User Survey method (market research method)
2. Panels of Executive Opinions (jury method, top-down method) then cny determines its share of ind. forecast)
3. Salesforce Composite (grass-roots approach, bottom-up) ea. Sp. Aggregated – Detecting ≠ in figures Sp+SMgr reconcile)
4. Delphi Method members do not meet
5. Bayesian Decision Theory subj. & obj. techniques
6. Product Testing and Test Marketing
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Quantitative forecasting techniques
Quantitative
Time series techniques: time is the only variable too much on past events
Causal techniques: independent variable – forecasted dependent variable relationship
Time Series Techniques
Moving averages averaging and smoothing time series data, unable to predict up/downturn
Exponential smoothing apportions ≠ weightings
Time series analysis seasonality, fashion
Z charts Moving annual total, Cumulative sales, Monthly sales
Causal Techniques
Leading indicators (correlation analysis) Define & establish linear regression relationship between some
measurable phenomenon and whatever is to be forecasted
Simulation iteration, trial and error
Diffusion models new products, diffusion of innovation theory
Computer software dates very quickly
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Budgeting
Sales department budget is the b. for running the mk function for the b. period ahead
Selling expense b.
Advertising b. (above/under-the-line promotion)
1. Last year’s sales %
2. Competitor parity
3. Left over
4. Objective and task
5. ROI
6. Incremental
Administrative b.
Sales budget total revenue, statement of projected sales, other b. represent expenditures
Budget allocation
individual Sp. sales quota/ target, in order to achieve the forecasted sales
consumer products: disposable incomes and number of people in the target
industry: number and size of potential customers, workload
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SF Evaluation
SF evaluation process
Set SF objectives
Financial (sales revenues, profit & expenses)
Market oriented (market share)
Customer-based (cust. satisfaction, service levels)
Determine sales strategy
Set SF objectives: cny, territories, products, Sp., accounts
Measure results and compare with standard
Action taken to improve performance
Purpose of evaluation
Attainment and setting of objectives
Motivation
Training
Compensation
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SF Evaluation
Setting standards of performance
Gathering information Sp., SMgt field visits, Cust. research, cny records
Quantitative measures of performance
Input measures: # calls, calls/ potential accounts, calls / active account, # quotes, # calls on prospects
Output measures: Sales revenue, profits, % gross profit margin, sales/ potential / per active account,
sales revenue as a % of sales potential, # orders, sales to new cust., # new cust.
Hybrid ratios: Strike rate (# orders ÷ # quotes), Sales revenue/ call ratio, Profit / call ratio,
Ā order value (sales revenue ÷ # orders), Ā profit contribution / order (profits ÷ # orders)
Expense analysis: ex/ sales revenue, ex/ profit, ex/ call, ex/ per square mile of territory
Compensation analysis: total salary/ sales revenue, total salary/ profits
Qualitative measures of performance field visits
Sales skills
Cust. relationships
Self-organization
Product knowledge
Cooperation and attitudes
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SF Evaluation
Winning or Losing Major Orders
Are we going to win or lose this order?
SMgr asks: who, when, where, why, how
Appraisal interviewing
Identify a Sp. strengths and weaknesses
Give praise
Sp. to write down 5-10 expectations to achieve during the next year
Quaterly meeting to review expectation (met or shifted), give or withdraw recognition
and acceptance